Description
There are multiple laptop brands making their foray into the market, offering varied configurations, prices, features and deals. The report examines these key local trends, with an emphasis on providing quality primary research data, obtained directly from the students. It provides analysis of the brands and features available in the market and the factors that are taken into account before making a purchase decision
Research on Laptop Buying behavior of students in SIC
Submitted in partial fulfilment of the requirements for Research Methodology 2008-2010
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Table of Contents
Executive Summary................................................................................................................................. 3 Background (Including Scope)................................................................................................................. 3 Research Methodology ........................................................................................................................... 3 Primary Research Objective .................................................................................................................... 3 Secondary Research Objectives .............................................................................................................. 3 Exploratory Research Findings ................................................................................................................ 4 Research Methodology ........................................................................................................................... 4 Data Collection Method .......................................................................................................................... 4 Analytical Techniques ............................................................................................................................. 4 Time Schedule ......................................................................................................................................... 4 Preliminary Decisions .............................................................................................................................. 5 Questionnaire Design.............................................................................................................................. 7 Analysis and Output Sheets-Crosstabs ................................................................................................. 10 Major Findings ...................................................................................................................................... 27 Conclusion ............................................................................................................................................. 27
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Executive Summary
This report is a detailed analysis of the laptop buying behaviour of students in Symbiosis InfoTech Campus, Hinjewadi Pune. There are multiple laptop brands making their foray into the market, offering varied configurations, prices, features and deals. The report examines these key local trends, with an emphasis on providing quality primary research data, obtained directly from the students of SIC Campus. It provides analysis of the brands and features available in the market and the factors that are taken into account before making a purchase decision. Through administration of direct, personal and structured interview and measurement techniques like semantic differential, constant sum and multiple choice check lists, a questionnaire seeking responses on seventeen questions was distributed to students to seek their choices and factors that they consider before buying a laptop. Subsequently, the data collected was analyzed using cross tabulation and frequency tables and pie charts
Background (Including Scope)
The scope of the study is to find out the buying behaviour of young students who are going to or have already purchased a laptop, thereby assessing what went were the thoughts and parameters that were considered before the purchase. A number of questions arise ranging from how important is the configuration , what is the preferred colour, weight, which brand to buy, what would be the performance and how is the service rated etc were asked to determine the choice. The scope of the research covers the top selling national brands and their performance and their preferences among the students. It contains the importance that the students associate to the various factors that affect their choice of laptop.
Research Methodology
The study methodology involves use of extensive secondary data through questionnaires, interviews and internet. An open ended questionnaire with 7 questions was distributed first among limited respondents to gauge the type of responses and direction of the respondents to the sample questions and the PRO in general. Based on the results generated, a preliminary questionnaire was developed. The questionnaire prepared was then circulated among the students of SIC campus for the responses
Primary Research Objective
To determine the laptop buying behaviour of students of Symbiosis InfoTech Campus (SIC)
Secondary Research Objectives
? ? ? ? ? To determine the effect of price on the choice of laptop. To determine how configuration specifications of laptop affects the selection of the laptop. To determine the importance given to physical features of the laptop during selection. To determine how the customer service given by the laptop provider affects the buying behaviour. To determine how the supplementary features of the laptop affects the choice of the laptop.
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? ?
To determine the effect of brand preference on the choice of laptop. To determine how other intangible benefits perceived by the buyer affects the selection of the laptop.
Exploratory Research Findings
From the exploratory research we got the following information from the respondents 1) 2) 3) 4) 5) The different brands that the respondent considers before buying. The parameters that are being evaluated for ex. price, brand, service, looks etc and the rank allotted. The budget that is allotted by the respondent for a laptop The configuration specifications sought for in a laptop Also we were able to obtain the respondents’ preferred choice of a laptop
Research Methodology
The study methodology involves use of extensive secondary data through questionnaires, interviews and internet. An open ended questionnaire with 12 – 14 questions was distributed first among limited respondents to gauge the type of responses and direction of the respondents to the sample questions and the PRO in general. Based on the results generated, a preliminary questionnaire was developed. The questionnaire prepared was then circulated among the students of SIC campus for the responses
Data Collection Method
Most of the data was collected from the respondents using primary data collection methods – direct structured questionnaire / interview techniques. The respondents were the students of SCMHRD, SIIB, and SCIT within the campus of SIC. The information from various sources is verified for accuracy, adequacy and pertinence to the objectives of this study. The data so obtained are coded and tabulated and recorded for analysis
Analytical Techniques
Analysis of the entire data collected from questionnaire is done by applying various statistical techniques such as Tabulation, Graphs and Charts, Chi-Square, Cross Tabs in a systematic manner
Time Schedule
The study was carried out from July 18th 2008 to 1st October 2008.
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Preliminary Decisions
SRO 1 TITLE: To determine the effect of price on the choice of laptop. INFORMATION NEEDED: Importance given to price of a laptop, expected budget, Source of finance SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 2 3 Information Needed How important to you is the price of the laptop? What is your price range for the purchase of laptop What is the source of finance for your laptop? Respondents Structured, Direct, Personal Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal Structured, Direct, Personal
SRO 2 TITLE: To determine how configuration specifications of laptop affects the selection of the laptop. INFORMATION NEEDED: Importance to Processor speed, hard disk, RAM etc of the laptop SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How important to you is the processor speed of the laptop? How important to you is the hard disk space of the laptop? How important to you is the RAM of the laptop? Respondents Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal Structured, Direct, Personal
2
3
SRO 3 TITLE: To determine the importance given to physical features of the laptop during selection INFORMATION NEEDED: Importance given to Colour, Finish, Weight, Screen size etc of the laptop SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 2 3 Information Needed Do you prefer choice of colors in the laptop? How important is the screen size of a laptop? How important is the weight of a laptop? Respondents Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal Structured, Direct, Personal
SRO 4
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TITLE: To determine how the customer service given by the laptop provider affects the buying behaviour INFORMATION NEEDED: Importance to onsite warranty, rating of accessibility and promptness of the existing customer service support SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How important is onsite service warranty for a laptop? Rate the accessibility of the customer service of your laptop? Rate the promptness of the technical support team of your laptop manufacturer? Respondents Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal
2
3
Students of SCMHRD,SIIB,SCIT
Structured, Direct, Personal
SRO 5 TITLE: To determine how the supplementary features of the laptop affects the choice of the laptop INFORMATION NEEDED: Frequency of use of webcam, importance to finger print reader, Inbuilt speakers, multimedia option in a laptop SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How important to you are Inbuilt Speakers in a laptop? How often do you use the webcam feature? How do you rate the importance of the multimedia hotkeys (Quick access to media player, camera etc)? Respondents Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal
2 3
Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT
Structured, Direct, Personal Structured, Direct, Personal
SRO 6 TITLE: To determine the effect of brand preference on the choice of laptop INFORMATION NEEDED: Ranking of brands, importance given to brands SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How important to you is the brand of a laptop? Rank the following Respondents Students of SCMHRD,SIIB,SCIT Students of Technique Used Structured, Direct, Personal Structured, Direct,
2
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brands that you would consider while choosing a laptop (Dell, Compaq, HP etc)
SCMHRD,SIIB,SCIT
Personal
SRO 7 TITLE: To determine how other intangible benefits perceived by the buyer affects the selection of the laptop .
INFORMATION NEEDED: Importance of resale value, value for money, satisfaction level etc of the laptop SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How satisfied are you with your current laptop? How important is resale value of a laptop? Rate your current laptop in terms of Value for money? Respondents Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal Structured, Direct, Personal
2 3
Questionnaire Design
Name: College: _____________________________________ [ ] SCMHRD [ ] SCIT [ ] Male [ ] Female [ ] SIIB
Please answer the following questions to the best of your knowledge
1.
Which laptop do you currently own? ______________________
2.
How important to you is the price of the laptop? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
3.
What is your price range for the purchase of laptop? (Tick the appropriate box) Price(Rs‘000) Your Choice 25-30 30-35 35-40 40-45 45-50 50-55 55-60 60-65 65-70
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4.
What is your source of finance for your laptop? [ ] Fully Financed [ ] Partially Financed [ ] Self Financed
5.
If fully financed, how much extra would you be willing to spend on the laptop? (Tick the appropriate box) Price(Rs‘000) Your Choice None 0-5 5-10 10-15 15-20 20-25
6.
Please rate the importance for the following technical configuration parameters. (Circle your choice) Least Important 5 5 5 5 5 5 5 5 Most Important 1 1 1 1 1 1 1 1
Processor Speed Hard disk space RAM Battery Backup Weight of Laptop Screen Size Robustness Style
4 4 4 4 4 4 4 4
3 3 3 3 3 3 3 3
2 2 2 2 2 2 2 2
7.
Do you prefer choice of colors in laptops? [ ] Yes [ ] No If Yes mentioned the preferred color? ___________________
8.
9.
What is your preference of finish of your laptop? [ ] Satin [ ] Matt
[ ] Glossy
[ ] None
10. How important to you is the onsite warranty service? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
11. Have you ever contacted your technical support team? [ ] Yes [ ] No
12. Rate the accessibility of the customer service of your laptop? Low [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 High
13. Rate the promptness of the technical support team of your laptop manufacturer?
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Low
[
]1
[
]2
[
]3
[
]4
[
]5
High
14. The laptop comes with a one year warranty are you willing to pay more for the extended warranty? [ ] Yes [ ] No
15. How often do you use the Web cam? Very Frequently [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Very Rarely
16. How important is the feature of providing Finger print reader in a laptop? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
17. While buying a laptop how important to you is the brand of laptop? (Circle the appropriate choice) Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 [ ]6 [ ]7 Least Important
18. Rank the following brands that you would consider while choosing a laptop (1 being the highest rank and 10 being least rank) BRAND NAME COMPAQ HP DELL TOSHIBA SONY ACER APPLE IBM FUJITSU LG RANK
19. Before buying how much importance do you give to Resale value of a laptop? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
20. Rate your current laptop in terms of Value for money? Most Important [ ] 1 [ ]2 [ ]3 [ ]4 [ ]5 [ ]6 [ ]7 Least Important
21. How important to you are Inbuilt Speakers in a laptop? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
22. How do you rate the importance of the multimedia hotkeys (Quick access to media player, camera etc)? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
23. How satisfied are you with your current laptop? [ ] Delighted [ ] Pleased [ ] Mixed [ ] Unhappy [ ] Terrible
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Analysis and Output Sheets-Crosstabs
1. Crosstabs for Price and Brand consideration
Null Hypothesis: There is no significant influence/impact of the price on the brand of a laptop
PRICE * BRAND Cross tabulation Count BRAND COMPAQ PRICE 3035 3540 4045 4550 5055 5560 6065 6570 0 0 2 0 0 0 0 0 2 DELL 0 6 8 5 3 1 3 2 28 SONY 0 1 0 0 3 0 0 0 4 ACER 0 1 0 0 0 0 0 0 1 APPLE 1 2 2 3 1 0 0 0 9 IBM 0 0 1 0 0 0 0 0 1 ASUS 0 0 0 0 1 0 0 0 1 HP 0 2 1 0 1 0 0 0 4 1 12 14 8 9 1 3 2 50 Total
Total
Chi-Square Te s ts Value 37.889 a 35.475 1.778 50 df 49 49 1 Asy mp. Sig. (2-s ided) .875 .926 .182
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 61 c ells (95.3%) have expected c ount less than 5. The minimum ex pec ted count is .02.
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Bar Chart
8
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
6
Count
4
2
0 30-35 35-40 40-45 45-50 50-55 55-60 60-65 65-70
PRICE
With a 12.5% confidence, we cannot reject the null hypothesis and hence price may not impact the choice of brand of laptop.
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2. Crosstabs for Processor Speed and Brand
Null Hypothesis: There is no significant influence/impact of the processor speed and choice of brand of a laptop
Count BRAND PROCSPEED LESS IMP MODERATE IMPORTANT MOST IMP Total COMPAQ 0 0 2 0 2 DELL 1 4 11 12 28 SONY 0 0 3 1 4 ACER 0 0 1 0 1 APPLE 0 1 4 4 9 IBM 0 0 0 1 1 ASUS 0 1 0 0 1 HP 0 0 0 4 4 1 6 21 22 50 Total
Chi-Square Te s ts Value 20.489 a 20.836 2.045 50 df 21 21 1 Asy mp. Sig. (2-s ided) .490 .469 .153
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 30 c ells (93.8%) have expected c ount less than 5. The minimum ex pec ted count is .02.
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Bar Chart
12
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
8
Count
6
4
2
0 LESS IMP MODERATE IMPORTANT MOST IMP
PROCSPEED
With a 51% confidence, we cannot reject the null hypothesis hence processor speed may not have
impact on the choice of brand of a laptop 3. Crosstabs for Hard Disk space and Brand
Null Hypothesis: There is no significant influence/impact of the hard disk space choice of brand of a laptop
HDDSPACE * BRAND Cross tabulation BRAND HDDSPACE MODERATE IMPORTANT MOST IMP Total COMPAQ 1 1 0 2 DELL 5 15 8 28 SONY 0 3 1 4 ACER 1 0 0 1 APPLE 2 5 2 9 IBM 0 0 1 1 ASUS 1 0 0 1 HP 1 1 2 4 11 25 14 50 Total
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Chi-Square Te s ts Value 13.992 a 14.115 .014 50 df 14 14 1 Asy mp. Sig. (2-s ided) .450 .441 .907
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 21 c ells (87.5%) have expected c ount less than 5. The minimum ex pec ted count is .22.
Bar Chart
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
15
10
Count
5
0 MODERATE IMPORTANT MOST IMP
HDDSPACE
With a 55% confidence, we cannot reject the null hypothesis hence hard disk space may not have an
impact on the choice of brand of a laptop
4. Crosstabs for Weight of the laptop and Brand
Null Hypothesis: There is no significant influence/impact of the weight of the laptop and brand of a laptop
WEIGHT * BRAND Cross tabulation
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Count BRAND WT LEAST IMP LESS IMP MODERATE IMPORTANT MOST IMP Total COMPAQ 0 0 1 1 0 2 DELL 0 2 12 9 5 28 SONY 0 0 2 2 0 4 ACER 0 0 1 0 0 1 APPLE 0 0 4 5 0 9 IBM 0 0 0 0 1 1 ASUS 1 0 0 0 0 1 HP 0 0 3 1 0 4 1 2 23 18 6 50 Total
Chi-Square Te s ts Value 65.329 a 24.912 1.291 50 df 28 28 1 Asy mp. Sig. (2-s ided) .000 .633 .256
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 38 c ells (95.0%) have expected c ount less than 5. The minimum ex pec ted count is .02.
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Bar Chart
12
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
8
Count
6
4
2
0 LEAST IMP LESS IMP MODERATE IMPORTANT MOST IMP
WT
With a 100% confidence, we can reject the null hypothesis hence weight of the laptop can have the
impact on the choice of brand of a laptop
5. Crosstabs for Gender and Brand
Null Hypothesis: There is no significant influence/impact of the gender and choice of brand of a laptop
GENDER * BRAND Cross tabulation Count BRAND GENDER Total MALE FEMALE COMPAQ 1 1 2 DELL 26 2 28 SONY 2 2 4 ACER 1 0 1 APPLE 4 4 8 IBM 0 1 1 ASUS 1 0 1 HP 3 2 5 38 12 50 Total
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Chi-Square Te s ts Value 14.051 a 14.560 4.206 50 df 7 7 1 Asy mp. Sig. (2-s ided) .050 .042 .040
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 13 c ells (81.3%) have expected c ount less than 5. The minimum ex pec ted count is .24.
Bar Chart
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
30
20
Count
10
0 MALE FEMALE
GENDER
With a 95% confidence, we can reject the null hypothesis hence gender can have the impact on the
choice of brand of a laptop
6. Crosstabs for Value for money and Brand
Null Hypothesis: There is no significant influence/impact of value for money and choice of brand of a laptop
VALUE FOR MONEY * BRAND Cross tabulation Count
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BRAND COMPAQ VALUEFRMONEY UNIMPORTANT LESS IMP MODERATE IMPORTANT MORE IMP MOST IMP Total 0 0 0 2 0 0 2 DELL 0 0 6 6 10 6 28 SONY 1 0 0 2 1 0 4 ACER 0 0 0 0 0 1 1 APPLE 0 1 3 1 3 1 9 IBM 0 0 0 1 0 0 1 ASUS 0 0 0 0 1 0 1 HP 0 0 1 1 1 1 4
Total 1 1 10 13 16 9 50
Chi-Square Te s ts Value 36.130 a 28.366 .085 50 df 35 35 1 Asy mp. Sig. (2-s ided) .416 .779 .771
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 44 c ells (91.7%) have expected c ount less than 5. The minimum ex pec ted count is .02.
Bar Chart
10
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
8
6 Count
4
2
0
UNIMPORTANT LESS IMP MODERATE IMPORTANT MORE IMP MOST IMP
VALUEFRMONEY
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With a 58.4 % confidence, we cannot reject the null hypothesis hence value for money may not
have an impact on the choice of brand of a laptop.
7. Crosstabs for Inbuilt speaker and choice of Brand
Null Hypothesis: There is no significant influence/impact of inbuilt speakers and choice of brand of a laptop
INBUILT SPEAKERS * BRAND Cross tabulation Count BRAND INBUILTSPEAKERS MODERATE IMPORTANT MOST IMP Total COMPAQ 0 1 1 2 DELL 2 15 11 28 SONY 1 2 1 4 ACER 0 1 0 1 APPLE 2 5 2 9 IBM 1 0 0 1 ASUS 0 1 0 1 HP 0 3 1 4 6 28 16 50 Total
Chi-Square Te s ts Value 12.907 a 11.040 1.758 50 df 14 14 1 Asy mp. Sig. (2-s ided) .534 .683 .185
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 21 c ells (87.5%) have expected c ount less than 5. The minimum ex pec ted count is .12.
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Bar Chart
15
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
Count
5
0 MODERATE IMPORTANT MOST IMP
INBUILTSPEAKERS
With a 46.6% confidence, we cannot reject the null hypothesis that inbuilt speaker may not have the
impact on the choice of brand of a laptop. 8. Crosstabs for Multimedia Hotkey features and choice of Brand
Null Hypothesis: There is no significant influence/impact of multimedia hotkey features and choice of brand of a laptop
MULTIMEDIA HOTKEYS * BRAND Cross tabulation Count BRAND COMPAQ MULTMEDKEYS LEAST IMP LESS IMP MODERATE IMPORTANT MOST IMP Total 0 1 0 1 0 2 DELL 2 2 7 9 8 28 SONY 0 1 3 0 0 4 ACER 0 0 0 1 0 1 APPLE 0 1 3 4 1 9 IBM 0 0 1 0 0 1 ASUS 1 0 0 0 0 1 HP 1 1 1 1 0 4 4 6 15 16 9 50 Total
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Chi-Square Te s ts Value 32.074 a 27.872 3.820 50 df 28 28 1 Asy mp. Sig. (2-s ided) .272 .471 .051
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 37 c ells (92.5%) have expected c ount less than 5. The minimum ex pec ted count is .08.
Bar Chart
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
8
6 Count
4
2
0 LEAST IMP LESS IMP MODERATE IMPORTANT MOST IMP
MULTMEDKEYS
With a 82.8% confidence, we can reject the null hypothesis hence Multimedia Hotkey features
can have the impact on the choice of brand of a laptop.
9. Crosstabs for Robustness and choice of Brand
Null Hypothesis: There is no significant influence/impact of robustness and choice of brand of a laptop
ROBUSTNESS * BRAND Cross tabulation
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Count BRAND COMPAQ ROBUSTNESS LESS IMP MODERATE IMPORTANT MOST IMP Total 0 1 0 1 2 DELL 2 10 8 8 28 SONY 0 1 1 2 4 ACER 0 0 1 0 1 APPLE 1 3 4 1 9 IBM 0 1 0 0 1 ASUS 0 0 1 0 1 HP 0 2 1 1 4 3 18 16 13 50 Total
Chi-Square Te s ts Value 11.030 a 12.633 .298 50 df 21 21 1 Asy mp. Sig. (2-s ided) .962 .921 .585
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 29 c ells (90.6%) have expected c ount less than 5. The minimum ex pec ted count is .06.
Bar Chart
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
8
6 Count
4
2
0 LESS IMP MODERATE IMPORTANT MOST IMP
ROBUSTNESS
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With a 13.8% confidence, we cannot reject the null hypothesis hence Robustness may not have an
impact on the choice of brand of a laptop.
10. Crosstabs for Style and choice of Brand
Null Hypothesis: There is no significant influence/impact of robustness and choice of brand of a laptop
STYLE * BRAND Cross tabulation Count BRAND STYLE LESS IMP MODERATE IMPORTANT MOST IMP Total COMPAQ 0 0 1 1 2 DELL 0 10 13 5 28 SONY 0 0 3 1 4 ACER 0 1 0 0 1 APPLE 0 3 6 0 9 IBM 0 1 0 0 1 ASUS 0 0 1 0 1 HP 1 1 2 0 4 1 16 26 7 50 Total
Chi-Square Te s ts Value 23.986 a 21.001 3.677 50 df 21 21 1 Asy mp. Sig. (2-s ided) .294 .459 .055
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 30 c ells (93.8%) have expected c ount less than 5. The minimum ex pec ted count is .02.
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Bar Chart
BRAND
12.5 COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10.0
Count
7.5
5.0
2.5
0.0 LESS IMP MODERATE IMPORTANT MOST IMP
STYLE
With a 70.6% confidence, we can reject the null hypothesis hence style can have an impact on the
choice of brand of a laptop. 11. Crosstabs for Resale value and choice of Brand
Null Hypothesis: There is no significant influence/impact of robustness and choice of brand of a laptop
RESALE VALUE * BRAND Cross tabulation Count BRAND COMPAQ RESALEVAL UNIMPORTANT LEAST IMP LESS IMP MODERATE Total 1 0 1 0 2 DELL 14 10 2 2 28 SONY 2 1 1 0 4 ACER 0 0 1 0 1 APPLE 3 2 1 3 9 IBM 0 0 1 0 1 ASUS 1 0 0 0 1 HP 1 2 0 1 4 22 15 7 6 50 Total
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Chi-Square Te s ts Value 25.049 a 21.096 2.280 50 df 21 21 1 Asy mp. Sig. (2-s ided) .245 .453 .131
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 30 c ells (93.8%) have expected c ount less than 5. The minimum ex pec ted count is .12.
Bar Chart
BRAND
12.5 COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10.0
Count
7.5
5.0
2.5
0.0 UNIMPORTANT LEAST IMP LESS IMP MODERATE
RESALEVAL
With a 75.5% confidence, we can reject the null hypothesis hence Resale value can have an impact
on the choice of brand of a laptop.
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Brand preference among the students at SIC
Preferred Brands of laptops among students of SIC
8% HP 2% ASUS 2% IBM 4% compaq
18% Apple
2% Acer
56% Dell
8% Sony
Compaq
Dell
Sony
Acer
Apple
IBM
Asus
HP
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Major Findings
From the analysis we took the confidence interval of 70% to be of acceptable value. From this we found that the following factors affect the buying behaviour 1) 2) 3) 4) 5) Gender of the respondent Style Resale value Multimedia features Weight of the laptop
We also found that to an extent value for money also plays a role in determining the choice. The factors that didn’t have a significant impact but still were considered to a certain extent in the choice of the laptop were: 1) 2) 3) 4) 5) 6) Price Processor speed -42% rated it as most important Hard disk space-32% rated it as most important Robustness-26% rated it as most important Speaker options-50% rated it as most important Battery backup-46% rated it as most important
56% of the sample preferred Dell laptops followed by Apple with 18%. The preferred colours for the laptops were black, blue, grey, red, silver and white. 14% of the sample were willing to spend Rs.5000 to Rs.15000 more in case it were fully financed 24% were delighted with the current laptop.
Conclusion
The reason for some of the parameters like configuration specs and the price of laptops not a major factor is because the major brands that offer deals at our campus do not differ by much in terms of these parameters. Hence the respondent is more sensitive towards the other differentiators. Therefore the brands those are able to maintain the best configuration fit with consistent performance, innovating with their designs to create competitive differentiating factor at affordable price range will rule the buying decisions of students especially at SIC.
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doc_701509990.docx
There are multiple laptop brands making their foray into the market, offering varied configurations, prices, features and deals. The report examines these key local trends, with an emphasis on providing quality primary research data, obtained directly from the students. It provides analysis of the brands and features available in the market and the factors that are taken into account before making a purchase decision
Research on Laptop Buying behavior of students in SIC
Submitted in partial fulfilment of the requirements for Research Methodology 2008-2010
s
Table of Contents
Executive Summary................................................................................................................................. 3 Background (Including Scope)................................................................................................................. 3 Research Methodology ........................................................................................................................... 3 Primary Research Objective .................................................................................................................... 3 Secondary Research Objectives .............................................................................................................. 3 Exploratory Research Findings ................................................................................................................ 4 Research Methodology ........................................................................................................................... 4 Data Collection Method .......................................................................................................................... 4 Analytical Techniques ............................................................................................................................. 4 Time Schedule ......................................................................................................................................... 4 Preliminary Decisions .............................................................................................................................. 5 Questionnaire Design.............................................................................................................................. 7 Analysis and Output Sheets-Crosstabs ................................................................................................. 10 Major Findings ...................................................................................................................................... 27 Conclusion ............................................................................................................................................. 27
Page 2 of 27
Executive Summary
This report is a detailed analysis of the laptop buying behaviour of students in Symbiosis InfoTech Campus, Hinjewadi Pune. There are multiple laptop brands making their foray into the market, offering varied configurations, prices, features and deals. The report examines these key local trends, with an emphasis on providing quality primary research data, obtained directly from the students of SIC Campus. It provides analysis of the brands and features available in the market and the factors that are taken into account before making a purchase decision. Through administration of direct, personal and structured interview and measurement techniques like semantic differential, constant sum and multiple choice check lists, a questionnaire seeking responses on seventeen questions was distributed to students to seek their choices and factors that they consider before buying a laptop. Subsequently, the data collected was analyzed using cross tabulation and frequency tables and pie charts
Background (Including Scope)
The scope of the study is to find out the buying behaviour of young students who are going to or have already purchased a laptop, thereby assessing what went were the thoughts and parameters that were considered before the purchase. A number of questions arise ranging from how important is the configuration , what is the preferred colour, weight, which brand to buy, what would be the performance and how is the service rated etc were asked to determine the choice. The scope of the research covers the top selling national brands and their performance and their preferences among the students. It contains the importance that the students associate to the various factors that affect their choice of laptop.
Research Methodology
The study methodology involves use of extensive secondary data through questionnaires, interviews and internet. An open ended questionnaire with 7 questions was distributed first among limited respondents to gauge the type of responses and direction of the respondents to the sample questions and the PRO in general. Based on the results generated, a preliminary questionnaire was developed. The questionnaire prepared was then circulated among the students of SIC campus for the responses
Primary Research Objective
To determine the laptop buying behaviour of students of Symbiosis InfoTech Campus (SIC)
Secondary Research Objectives
? ? ? ? ? To determine the effect of price on the choice of laptop. To determine how configuration specifications of laptop affects the selection of the laptop. To determine the importance given to physical features of the laptop during selection. To determine how the customer service given by the laptop provider affects the buying behaviour. To determine how the supplementary features of the laptop affects the choice of the laptop.
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? ?
To determine the effect of brand preference on the choice of laptop. To determine how other intangible benefits perceived by the buyer affects the selection of the laptop.
Exploratory Research Findings
From the exploratory research we got the following information from the respondents 1) 2) 3) 4) 5) The different brands that the respondent considers before buying. The parameters that are being evaluated for ex. price, brand, service, looks etc and the rank allotted. The budget that is allotted by the respondent for a laptop The configuration specifications sought for in a laptop Also we were able to obtain the respondents’ preferred choice of a laptop
Research Methodology
The study methodology involves use of extensive secondary data through questionnaires, interviews and internet. An open ended questionnaire with 12 – 14 questions was distributed first among limited respondents to gauge the type of responses and direction of the respondents to the sample questions and the PRO in general. Based on the results generated, a preliminary questionnaire was developed. The questionnaire prepared was then circulated among the students of SIC campus for the responses
Data Collection Method
Most of the data was collected from the respondents using primary data collection methods – direct structured questionnaire / interview techniques. The respondents were the students of SCMHRD, SIIB, and SCIT within the campus of SIC. The information from various sources is verified for accuracy, adequacy and pertinence to the objectives of this study. The data so obtained are coded and tabulated and recorded for analysis
Analytical Techniques
Analysis of the entire data collected from questionnaire is done by applying various statistical techniques such as Tabulation, Graphs and Charts, Chi-Square, Cross Tabs in a systematic manner
Time Schedule
The study was carried out from July 18th 2008 to 1st October 2008.
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Preliminary Decisions
SRO 1 TITLE: To determine the effect of price on the choice of laptop. INFORMATION NEEDED: Importance given to price of a laptop, expected budget, Source of finance SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 2 3 Information Needed How important to you is the price of the laptop? What is your price range for the purchase of laptop What is the source of finance for your laptop? Respondents Structured, Direct, Personal Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal Structured, Direct, Personal
SRO 2 TITLE: To determine how configuration specifications of laptop affects the selection of the laptop. INFORMATION NEEDED: Importance to Processor speed, hard disk, RAM etc of the laptop SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How important to you is the processor speed of the laptop? How important to you is the hard disk space of the laptop? How important to you is the RAM of the laptop? Respondents Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal Structured, Direct, Personal
2
3
SRO 3 TITLE: To determine the importance given to physical features of the laptop during selection INFORMATION NEEDED: Importance given to Colour, Finish, Weight, Screen size etc of the laptop SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 2 3 Information Needed Do you prefer choice of colors in the laptop? How important is the screen size of a laptop? How important is the weight of a laptop? Respondents Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal Structured, Direct, Personal
SRO 4
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TITLE: To determine how the customer service given by the laptop provider affects the buying behaviour INFORMATION NEEDED: Importance to onsite warranty, rating of accessibility and promptness of the existing customer service support SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How important is onsite service warranty for a laptop? Rate the accessibility of the customer service of your laptop? Rate the promptness of the technical support team of your laptop manufacturer? Respondents Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal
2
3
Students of SCMHRD,SIIB,SCIT
Structured, Direct, Personal
SRO 5 TITLE: To determine how the supplementary features of the laptop affects the choice of the laptop INFORMATION NEEDED: Frequency of use of webcam, importance to finger print reader, Inbuilt speakers, multimedia option in a laptop SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How important to you are Inbuilt Speakers in a laptop? How often do you use the webcam feature? How do you rate the importance of the multimedia hotkeys (Quick access to media player, camera etc)? Respondents Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal
2 3
Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT
Structured, Direct, Personal Structured, Direct, Personal
SRO 6 TITLE: To determine the effect of brand preference on the choice of laptop INFORMATION NEEDED: Ranking of brands, importance given to brands SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How important to you is the brand of a laptop? Rank the following Respondents Students of SCMHRD,SIIB,SCIT Students of Technique Used Structured, Direct, Personal Structured, Direct,
2
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brands that you would consider while choosing a laptop (Dell, Compaq, HP etc)
SCMHRD,SIIB,SCIT
Personal
SRO 7 TITLE: To determine how other intangible benefits perceived by the buyer affects the selection of the laptop .
INFORMATION NEEDED: Importance of resale value, value for money, satisfaction level etc of the laptop SOURCES: Students of SCMHRD, SIIB, SCIT. S.No 1 Information Needed How satisfied are you with your current laptop? How important is resale value of a laptop? Rate your current laptop in terms of Value for money? Respondents Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Students of SCMHRD,SIIB,SCIT Technique Used Structured, Direct, Personal Structured, Direct, Personal Structured, Direct, Personal
2 3
Questionnaire Design
Name: College: _____________________________________ [ ] SCMHRD [ ] SCIT [ ] Male [ ] Female [ ] SIIB
Please answer the following questions to the best of your knowledge
1.
Which laptop do you currently own? ______________________
2.
How important to you is the price of the laptop? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
3.
What is your price range for the purchase of laptop? (Tick the appropriate box) Price(Rs‘000) Your Choice 25-30 30-35 35-40 40-45 45-50 50-55 55-60 60-65 65-70
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4.
What is your source of finance for your laptop? [ ] Fully Financed [ ] Partially Financed [ ] Self Financed
5.
If fully financed, how much extra would you be willing to spend on the laptop? (Tick the appropriate box) Price(Rs‘000) Your Choice None 0-5 5-10 10-15 15-20 20-25
6.
Please rate the importance for the following technical configuration parameters. (Circle your choice) Least Important 5 5 5 5 5 5 5 5 Most Important 1 1 1 1 1 1 1 1
Processor Speed Hard disk space RAM Battery Backup Weight of Laptop Screen Size Robustness Style
4 4 4 4 4 4 4 4
3 3 3 3 3 3 3 3
2 2 2 2 2 2 2 2
7.
Do you prefer choice of colors in laptops? [ ] Yes [ ] No If Yes mentioned the preferred color? ___________________
8.
9.
What is your preference of finish of your laptop? [ ] Satin [ ] Matt
[ ] Glossy
[ ] None
10. How important to you is the onsite warranty service? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
11. Have you ever contacted your technical support team? [ ] Yes [ ] No
12. Rate the accessibility of the customer service of your laptop? Low [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 High
13. Rate the promptness of the technical support team of your laptop manufacturer?
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Low
[
]1
[
]2
[
]3
[
]4
[
]5
High
14. The laptop comes with a one year warranty are you willing to pay more for the extended warranty? [ ] Yes [ ] No
15. How often do you use the Web cam? Very Frequently [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Very Rarely
16. How important is the feature of providing Finger print reader in a laptop? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
17. While buying a laptop how important to you is the brand of laptop? (Circle the appropriate choice) Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 [ ]6 [ ]7 Least Important
18. Rank the following brands that you would consider while choosing a laptop (1 being the highest rank and 10 being least rank) BRAND NAME COMPAQ HP DELL TOSHIBA SONY ACER APPLE IBM FUJITSU LG RANK
19. Before buying how much importance do you give to Resale value of a laptop? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
20. Rate your current laptop in terms of Value for money? Most Important [ ] 1 [ ]2 [ ]3 [ ]4 [ ]5 [ ]6 [ ]7 Least Important
21. How important to you are Inbuilt Speakers in a laptop? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
22. How do you rate the importance of the multimedia hotkeys (Quick access to media player, camera etc)? Most important [ ]1 [ ]2 [ ]3 [ ]4 [ ]5 Least important
23. How satisfied are you with your current laptop? [ ] Delighted [ ] Pleased [ ] Mixed [ ] Unhappy [ ] Terrible
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Analysis and Output Sheets-Crosstabs
1. Crosstabs for Price and Brand consideration
Null Hypothesis: There is no significant influence/impact of the price on the brand of a laptop
PRICE * BRAND Cross tabulation Count BRAND COMPAQ PRICE 3035 3540 4045 4550 5055 5560 6065 6570 0 0 2 0 0 0 0 0 2 DELL 0 6 8 5 3 1 3 2 28 SONY 0 1 0 0 3 0 0 0 4 ACER 0 1 0 0 0 0 0 0 1 APPLE 1 2 2 3 1 0 0 0 9 IBM 0 0 1 0 0 0 0 0 1 ASUS 0 0 0 0 1 0 0 0 1 HP 0 2 1 0 1 0 0 0 4 1 12 14 8 9 1 3 2 50 Total
Total
Chi-Square Te s ts Value 37.889 a 35.475 1.778 50 df 49 49 1 Asy mp. Sig. (2-s ided) .875 .926 .182
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 61 c ells (95.3%) have expected c ount less than 5. The minimum ex pec ted count is .02.
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Bar Chart
8
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
6
Count
4
2
0 30-35 35-40 40-45 45-50 50-55 55-60 60-65 65-70
PRICE
With a 12.5% confidence, we cannot reject the null hypothesis and hence price may not impact the choice of brand of laptop.
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2. Crosstabs for Processor Speed and Brand
Null Hypothesis: There is no significant influence/impact of the processor speed and choice of brand of a laptop
Count BRAND PROCSPEED LESS IMP MODERATE IMPORTANT MOST IMP Total COMPAQ 0 0 2 0 2 DELL 1 4 11 12 28 SONY 0 0 3 1 4 ACER 0 0 1 0 1 APPLE 0 1 4 4 9 IBM 0 0 0 1 1 ASUS 0 1 0 0 1 HP 0 0 0 4 4 1 6 21 22 50 Total
Chi-Square Te s ts Value 20.489 a 20.836 2.045 50 df 21 21 1 Asy mp. Sig. (2-s ided) .490 .469 .153
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 30 c ells (93.8%) have expected c ount less than 5. The minimum ex pec ted count is .02.
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Bar Chart
12
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
8
Count
6
4
2
0 LESS IMP MODERATE IMPORTANT MOST IMP
PROCSPEED
With a 51% confidence, we cannot reject the null hypothesis hence processor speed may not have
impact on the choice of brand of a laptop 3. Crosstabs for Hard Disk space and Brand
Null Hypothesis: There is no significant influence/impact of the hard disk space choice of brand of a laptop
HDDSPACE * BRAND Cross tabulation BRAND HDDSPACE MODERATE IMPORTANT MOST IMP Total COMPAQ 1 1 0 2 DELL 5 15 8 28 SONY 0 3 1 4 ACER 1 0 0 1 APPLE 2 5 2 9 IBM 0 0 1 1 ASUS 1 0 0 1 HP 1 1 2 4 11 25 14 50 Total
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Chi-Square Te s ts Value 13.992 a 14.115 .014 50 df 14 14 1 Asy mp. Sig. (2-s ided) .450 .441 .907
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 21 c ells (87.5%) have expected c ount less than 5. The minimum ex pec ted count is .22.
Bar Chart
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
15
10
Count
5
0 MODERATE IMPORTANT MOST IMP
HDDSPACE
With a 55% confidence, we cannot reject the null hypothesis hence hard disk space may not have an
impact on the choice of brand of a laptop
4. Crosstabs for Weight of the laptop and Brand
Null Hypothesis: There is no significant influence/impact of the weight of the laptop and brand of a laptop
WEIGHT * BRAND Cross tabulation
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Count BRAND WT LEAST IMP LESS IMP MODERATE IMPORTANT MOST IMP Total COMPAQ 0 0 1 1 0 2 DELL 0 2 12 9 5 28 SONY 0 0 2 2 0 4 ACER 0 0 1 0 0 1 APPLE 0 0 4 5 0 9 IBM 0 0 0 0 1 1 ASUS 1 0 0 0 0 1 HP 0 0 3 1 0 4 1 2 23 18 6 50 Total
Chi-Square Te s ts Value 65.329 a 24.912 1.291 50 df 28 28 1 Asy mp. Sig. (2-s ided) .000 .633 .256
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 38 c ells (95.0%) have expected c ount less than 5. The minimum ex pec ted count is .02.
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Bar Chart
12
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
8
Count
6
4
2
0 LEAST IMP LESS IMP MODERATE IMPORTANT MOST IMP
WT
With a 100% confidence, we can reject the null hypothesis hence weight of the laptop can have the
impact on the choice of brand of a laptop
5. Crosstabs for Gender and Brand
Null Hypothesis: There is no significant influence/impact of the gender and choice of brand of a laptop
GENDER * BRAND Cross tabulation Count BRAND GENDER Total MALE FEMALE COMPAQ 1 1 2 DELL 26 2 28 SONY 2 2 4 ACER 1 0 1 APPLE 4 4 8 IBM 0 1 1 ASUS 1 0 1 HP 3 2 5 38 12 50 Total
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Chi-Square Te s ts Value 14.051 a 14.560 4.206 50 df 7 7 1 Asy mp. Sig. (2-s ided) .050 .042 .040
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 13 c ells (81.3%) have expected c ount less than 5. The minimum ex pec ted count is .24.
Bar Chart
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
30
20
Count
10
0 MALE FEMALE
GENDER
With a 95% confidence, we can reject the null hypothesis hence gender can have the impact on the
choice of brand of a laptop
6. Crosstabs for Value for money and Brand
Null Hypothesis: There is no significant influence/impact of value for money and choice of brand of a laptop
VALUE FOR MONEY * BRAND Cross tabulation Count
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BRAND COMPAQ VALUEFRMONEY UNIMPORTANT LESS IMP MODERATE IMPORTANT MORE IMP MOST IMP Total 0 0 0 2 0 0 2 DELL 0 0 6 6 10 6 28 SONY 1 0 0 2 1 0 4 ACER 0 0 0 0 0 1 1 APPLE 0 1 3 1 3 1 9 IBM 0 0 0 1 0 0 1 ASUS 0 0 0 0 1 0 1 HP 0 0 1 1 1 1 4
Total 1 1 10 13 16 9 50
Chi-Square Te s ts Value 36.130 a 28.366 .085 50 df 35 35 1 Asy mp. Sig. (2-s ided) .416 .779 .771
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 44 c ells (91.7%) have expected c ount less than 5. The minimum ex pec ted count is .02.
Bar Chart
10
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
8
6 Count
4
2
0
UNIMPORTANT LESS IMP MODERATE IMPORTANT MORE IMP MOST IMP
VALUEFRMONEY
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With a 58.4 % confidence, we cannot reject the null hypothesis hence value for money may not
have an impact on the choice of brand of a laptop.
7. Crosstabs for Inbuilt speaker and choice of Brand
Null Hypothesis: There is no significant influence/impact of inbuilt speakers and choice of brand of a laptop
INBUILT SPEAKERS * BRAND Cross tabulation Count BRAND INBUILTSPEAKERS MODERATE IMPORTANT MOST IMP Total COMPAQ 0 1 1 2 DELL 2 15 11 28 SONY 1 2 1 4 ACER 0 1 0 1 APPLE 2 5 2 9 IBM 1 0 0 1 ASUS 0 1 0 1 HP 0 3 1 4 6 28 16 50 Total
Chi-Square Te s ts Value 12.907 a 11.040 1.758 50 df 14 14 1 Asy mp. Sig. (2-s ided) .534 .683 .185
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 21 c ells (87.5%) have expected c ount less than 5. The minimum ex pec ted count is .12.
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Bar Chart
15
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
Count
5
0 MODERATE IMPORTANT MOST IMP
INBUILTSPEAKERS
With a 46.6% confidence, we cannot reject the null hypothesis that inbuilt speaker may not have the
impact on the choice of brand of a laptop. 8. Crosstabs for Multimedia Hotkey features and choice of Brand
Null Hypothesis: There is no significant influence/impact of multimedia hotkey features and choice of brand of a laptop
MULTIMEDIA HOTKEYS * BRAND Cross tabulation Count BRAND COMPAQ MULTMEDKEYS LEAST IMP LESS IMP MODERATE IMPORTANT MOST IMP Total 0 1 0 1 0 2 DELL 2 2 7 9 8 28 SONY 0 1 3 0 0 4 ACER 0 0 0 1 0 1 APPLE 0 1 3 4 1 9 IBM 0 0 1 0 0 1 ASUS 1 0 0 0 0 1 HP 1 1 1 1 0 4 4 6 15 16 9 50 Total
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Chi-Square Te s ts Value 32.074 a 27.872 3.820 50 df 28 28 1 Asy mp. Sig. (2-s ided) .272 .471 .051
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 37 c ells (92.5%) have expected c ount less than 5. The minimum ex pec ted count is .08.
Bar Chart
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
8
6 Count
4
2
0 LEAST IMP LESS IMP MODERATE IMPORTANT MOST IMP
MULTMEDKEYS
With a 82.8% confidence, we can reject the null hypothesis hence Multimedia Hotkey features
can have the impact on the choice of brand of a laptop.
9. Crosstabs for Robustness and choice of Brand
Null Hypothesis: There is no significant influence/impact of robustness and choice of brand of a laptop
ROBUSTNESS * BRAND Cross tabulation
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Count BRAND COMPAQ ROBUSTNESS LESS IMP MODERATE IMPORTANT MOST IMP Total 0 1 0 1 2 DELL 2 10 8 8 28 SONY 0 1 1 2 4 ACER 0 0 1 0 1 APPLE 1 3 4 1 9 IBM 0 1 0 0 1 ASUS 0 0 1 0 1 HP 0 2 1 1 4 3 18 16 13 50 Total
Chi-Square Te s ts Value 11.030 a 12.633 .298 50 df 21 21 1 Asy mp. Sig. (2-s ided) .962 .921 .585
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 29 c ells (90.6%) have expected c ount less than 5. The minimum ex pec ted count is .06.
Bar Chart
BRAND
COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10
8
6 Count
4
2
0 LESS IMP MODERATE IMPORTANT MOST IMP
ROBUSTNESS
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With a 13.8% confidence, we cannot reject the null hypothesis hence Robustness may not have an
impact on the choice of brand of a laptop.
10. Crosstabs for Style and choice of Brand
Null Hypothesis: There is no significant influence/impact of robustness and choice of brand of a laptop
STYLE * BRAND Cross tabulation Count BRAND STYLE LESS IMP MODERATE IMPORTANT MOST IMP Total COMPAQ 0 0 1 1 2 DELL 0 10 13 5 28 SONY 0 0 3 1 4 ACER 0 1 0 0 1 APPLE 0 3 6 0 9 IBM 0 1 0 0 1 ASUS 0 0 1 0 1 HP 1 1 2 0 4 1 16 26 7 50 Total
Chi-Square Te s ts Value 23.986 a 21.001 3.677 50 df 21 21 1 Asy mp. Sig. (2-s ided) .294 .459 .055
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 30 c ells (93.8%) have expected c ount less than 5. The minimum ex pec ted count is .02.
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Bar Chart
BRAND
12.5 COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10.0
Count
7.5
5.0
2.5
0.0 LESS IMP MODERATE IMPORTANT MOST IMP
STYLE
With a 70.6% confidence, we can reject the null hypothesis hence style can have an impact on the
choice of brand of a laptop. 11. Crosstabs for Resale value and choice of Brand
Null Hypothesis: There is no significant influence/impact of robustness and choice of brand of a laptop
RESALE VALUE * BRAND Cross tabulation Count BRAND COMPAQ RESALEVAL UNIMPORTANT LEAST IMP LESS IMP MODERATE Total 1 0 1 0 2 DELL 14 10 2 2 28 SONY 2 1 1 0 4 ACER 0 0 1 0 1 APPLE 3 2 1 3 9 IBM 0 0 1 0 1 ASUS 1 0 0 0 1 HP 1 2 0 1 4 22 15 7 6 50 Total
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Chi-Square Te s ts Value 25.049 a 21.096 2.280 50 df 21 21 1 Asy mp. Sig. (2-s ided) .245 .453 .131
Pearson Chi-Square Likelihood Ratio Linear-by -Linear Ass ociation N of Valid Cases
a. 30 c ells (93.8%) have expected c ount less than 5. The minimum ex pec ted count is .12.
Bar Chart
BRAND
12.5 COMPAQ DELL SONY ACER APPLE IBM ASUS HP
10.0
Count
7.5
5.0
2.5
0.0 UNIMPORTANT LEAST IMP LESS IMP MODERATE
RESALEVAL
With a 75.5% confidence, we can reject the null hypothesis hence Resale value can have an impact
on the choice of brand of a laptop.
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Brand preference among the students at SIC
Preferred Brands of laptops among students of SIC
8% HP 2% ASUS 2% IBM 4% compaq
18% Apple
2% Acer
56% Dell
8% Sony
Compaq
Dell
Sony
Acer
Apple
IBM
Asus
HP
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Major Findings
From the analysis we took the confidence interval of 70% to be of acceptable value. From this we found that the following factors affect the buying behaviour 1) 2) 3) 4) 5) Gender of the respondent Style Resale value Multimedia features Weight of the laptop
We also found that to an extent value for money also plays a role in determining the choice. The factors that didn’t have a significant impact but still were considered to a certain extent in the choice of the laptop were: 1) 2) 3) 4) 5) 6) Price Processor speed -42% rated it as most important Hard disk space-32% rated it as most important Robustness-26% rated it as most important Speaker options-50% rated it as most important Battery backup-46% rated it as most important
56% of the sample preferred Dell laptops followed by Apple with 18%. The preferred colours for the laptops were black, blue, grey, red, silver and white. 14% of the sample were willing to spend Rs.5000 to Rs.15000 more in case it were fully financed 24% were delighted with the current laptop.
Conclusion
The reason for some of the parameters like configuration specs and the price of laptops not a major factor is because the major brands that offer deals at our campus do not differ by much in terms of these parameters. Hence the respondent is more sensitive towards the other differentiators. Therefore the brands those are able to maintain the best configuration fit with consistent performance, innovating with their designs to create competitive differentiating factor at affordable price range will rule the buying decisions of students especially at SIC.
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doc_701509990.docx