“PROJECT SYNOPSIS ”

“Consumer Buying behaviour between DELL and HP laptops”

Submitted to

In partial fulfilment of the requirements for the award of the degree of

Master of Business Administration (Marketing Management)

SUBMITTED BY: Ronik Oberoi

ENROLLMENT NO: 2353769129

COURSE: MMPP 1

UNDER THE GUIDANCE OF: Dr. Akhil Gautam

 TABLE OF CONTENTS

Sr. No. Title Page No.

1 Introduction 1-5

2 Company Profile 6-11

3 Introduction to Topic 12-19

4 Review of Literature 20-21

5 Research Methodology 22-24

6 Bibliography

7 Questionnaire
Introduction
1.1 IT INDUSTRY

The IT (Information Technology) industry is a broad and dynamic sector that encompasses the development,
implementation, and management of computer systems and software. It plays a crucial role in modern economies and is
integral to virtually every industry, from finance and healthcare to entertainment and education. Here’s a high-level
introduction to the IT industry:

Key Components of the IT Industry

1. Software Development:
o Application Software: Programs that perform specific tasks for users, such as word processors, web
browsers, and mobile apps.
o System Software: Includes operating systems like Windows, macOS, and Linux, which manage
hardware resources and provide a platform for applications.
2. Hardware:
o Computers: Desktops, laptops, servers, and mainframes.
o Networking Equipment: Routers, switches, and modems that enable connectivity and communication
between devices.
o Peripheral Devices: Printers, scanners, and external drives.
3. IT Services:
o Consulting: Advising organizations on technology strategy, systems implementation, and optimization.
o Support: Providing technical assistance and troubleshooting for hardware and software issues.
o Managed Services: Outsourcing management of IT infrastructure and operations to specialized service
providers.
4. Networking and Infrastructure:
o Networking: Designing and maintaining networks that connect computers and devices, ensuring data
flow and communication.
o Cloud Computing: Providing scalable computing resources and services over the internet, such as data
storage, processing power, and software.
5. Cybersecurity:
o Protection: Safeguarding systems and data from cyber threats like hacking, malware, and phishing.
o Compliance: Ensuring adherence to regulations and standards related to data protection and privacy.
6. Data Management and Analytics:
o Database Management: Designing and maintaining databases for storing and retrieving data.
o Business Intelligence: Analyzing data to provide actionable insights for decision-making.

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Career Opportunities

The IT industry offers a wide range of career paths, including:

 Software Developer: Creating and maintaining software applications.

 Systems Analyst: Evaluating and improving IT systems for efficiency.
 Network Administrator: Managing and supporting network infrastructure.
 Cybersecurity Specialist: Protecting systems and data from security threats.
 Data Scientist: Analyzing complex data to inform business decisions.

Impact on Society

The IT industry has transformed how people live and work by enabling innovations like remote work, online education,
and e-commerce. It drives productivity, fosters new business models, and enhances communication and entertainment
options.

Overall, the IT industry is a rapidly evolving field with a profound impact on virtually every aspect of modern life.
Whether you're interested in technology itself or how it integrates with other industries, there are numerous opportunities
and challenges within this dynamic sector.

Certainly! The IT industry is vast and multifaceted, with numerous areas of specialization and innovation. Here’s a
deeper dive into various aspects of the IT industry:

1. Industry Segments and Subfields

1.1 Software Development

- Custom Software Development: Tailoring software solutions to meet specific needs of organizations.

- Software as a Service (SaaS): Cloud-based applications delivered over the internet, such as Salesforce and Microsoft
Office 365.

- Open Source Software: Software with source code that anyone can inspect, modify, and enhance, such as Linux and
Mozilla Firefox.

1.2 IT Services

- IT Consulting: Offering expertise in technology strategy, systems integration, and digital transformation.

- IT Support and Help Desk: Assisting users with hardware and software issues.

- Outsourcing: Contracting IT functions to external service providers, including offshore outsourcing.

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1.3 Networking

- Local Area Networks (LANs): Connecting computers within a limited area, like an office or building.

- Wide Area Networks (WANs): Extending over larger geographical areas, connecting multiple LANs.

- Network Security: Implementing measures to protect network infrastructure from unauthorized access and threats.

1.4 Cloud Computing

- Infrastructure as a Service (IaaS): Providing virtualized computing resources over the internet, such as Amazon Web
Services (AWS) and Microsoft Azure.

- Platform as a Service (PaaS): Offering a platform allowing customers to develop, run, and manage applications without
managing the underlying infrastructure.

- Cloud Storage: Storing data on remote servers accessible via the internet.

1.5 Cybersecurity

- Threat Detection: Identifying potential security breaches and vulnerabilities.

- Incident Response: Responding to and managing security incidents and breaches.

- Compliance and Risk Management: Ensuring adherence to legal, regulatory, and industry standards related to data
security.

1.6 Data Management and Analytics

- Big Data: Handling and analyzing large and complex datasets to uncover trends and insights.

- Data Warehousing: Storing and managing data from multiple sources for analysis and reporting.

- Business Intelligence (BI): Tools and practices for analyzing business data to support decision-making.

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2. Emerging Technologies

2.1 Artificial Intelligence (AI) and Machine Learning (ML)

- Natural Language Processing (NLP): Enabling computers to understand and interact with human language.

- Computer Vision: Allowing machines to interpret and process visual information from the world.

- Predictive Analytics: Using historical data and algorithms to forecast future trends and behaviors.

2.2 Internet of Things (IoT)

- Smart Devices: Everyday objects embedded with sensors and connectivity, such as smart thermostats and wearables.

- Industrial IoT: Applying IoT technologies in manufacturing and industrial processes to improve efficiency and
monitoring.

2.3 Blockchain

- Cryptocurrencies: Digital currencies using blockchain technology for secure and transparent transactions, like Bitcoin
and Ethereum.

- Smart Contracts: Self-executing contracts with the terms directly written into code, enabling automated and trustless
transactions.

2.4 Quantum Computing

- Quantum Bits (Qubits): The fundamental units of quantum computing, allowing for complex computations that
classical computers struggle with.

- Applications: Potentially transforming fields such as cryptography, materials science, and optimization problems.

3. Challenges in the IT Industry

3.1 Cybersecurity Threats

- Ransomware: Malicious software that locks or encrypts data until a ransom is paid.

- Phishing Attacks: Fraudulent attempts to obtain sensitive information by pretending to be a trustworthy entity.

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3.2 Data Privacy

- Regulations: Compliance with laws such as the General Data Protection Regulation (GDPR) and the California
Consumer Privacy Act (CCPA).

- Data Protection: Implementing measures to safeguard personal and sensitive information.

3.3 Talent Shortage

- Skill Gap: Difficulty in finding skilled professionals in areas such as cybersecurity, AI, and data science.

- Continuous Learning: The need for ongoing education and training to keep up with technological advancements.

4. Career Paths and Skills

4.1 Technical Roles

- Software Engineer: Designing, coding, and testing software applications.

- Network Engineer: Building and maintaining network infrastructure.

- Data Analyst: Interpreting complex data sets to inform business decisions.

4.2 Non-Technical Roles

- Project Manager: Overseeing IT projects, ensuring they are completed on time and within budget.

- IT Sales and Marketing: Promoting and selling IT products and services.

- Technical Writer: Creating documentation and manuals for software and systems.

5. The Future of IT

The IT industry is expected to continue evolving rapidly, with advancements in areas like AI, quantum computing, and
augmented reality driving future innovation. Companies will increasingly focus on leveraging these technologies to
create smarter, more efficient systems and solutions.

In summary, the IT industry is a cornerstone of modern society, influencing nearly every aspect of our lives and driving
continuous technological progress. Whether you're looking to enter the field or simply interested in understanding its
impact, the IT sector offers a wealth of opportunities and challenges.

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Company Profile of Dell Laptops
Dell Technologies, a prominent player in the global computing and technology sector, is renowned for its high-quality
laptops and other hardware solutions. Here's a detailed company profile focusing on Dell's laptop offerings:

Company Overview

● Name: Dell Technologies, Inc.

● Founded: 1984
● Founder: Michael Dell
● Headquarters: Round Rock, Texas, USA
● Industry: Technology, Computing, Electronics
● Products: Personal computers, laptops, servers, storage solutions, networking equipment, and software.

● Dell Laptops

1. Inspiron Series

● Target Audience: General consumers, students, and home users.

● Features: Offers a range of models from basic to mid-range performance. Known for its affordability and
reliability. Includes options for various screen sizes and configurations suitable for everyday tasks, multimedia
consumption, and light productivity.

2. XPS Series

● Target Audience: Professionals, power users, and premium consumers.

● Features: High-end laptops renowned for their sleek design, superior build quality, and cutting-edge
performance. Often equipped with the latest processors, high-resolution displays, and premium materials. Ideal
for intensive tasks like video editing, gaming, and software development.

3. Latitude Series

● Target Audience: Business and enterprise users.

● Features: Focuses on durability, security, and manageability. Provides a range of models designed for business
needs, including robust build quality, extended battery life, and comprehensive security features. Suitable for
professionals who need reliable performance and security in a corporate environment.

4. Vostro Series

● Target Audience: Small businesses and professionals.

● Features: Balances performance and affordability, offering business-oriented features at a more accessible price
point compared to Latitude. Provides essential features for business productivity, including decent performance,
security options, and manageability.

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5. Alienware Series

● Target Audience: Gamers and high-performance users.

● Features: Known for high-end gaming performance, distinctive design, and customizable options. Equipped
with powerful graphics cards, high-refresh-rate displays, and advanced cooling systems. Designed to handle the
latest games and high-performance applications.

Key Technologies and Innovations

● InfinityEdge Displays: Nearly bezel-less screens for immersive viewing experiences, particularly prominent
in the XPS series.
● Dell Mobile Connect: A feature that allows seamless integration between Dell laptops and smartphones for
notifications, calls, and file transfers.
● Premium Materials: Use of high-quality materials such as aluminum and carbon fiber in premium models to
enhance durability and aesthetics.
● Advanced Cooling Systems: Incorporation of advanced thermal technologies to maintain performance and
prolong hardware life.

Sustainability and Corporate Responsibility

● Environmental Initiatives: Dell is committed to reducing its environmental impact through initiatives like
using recycled materials, reducing energy consumption, and promoting recycling programs.
● Corporate Social Responsibility: The company engages in various initiatives to support education, diversity
and inclusion, and community development.

Global Presence

● Market Reach: Dell has a significant global presence with operations and sales in numerous countries. It serves
a wide range of markets, including consumer, business, and government sectors.

Recent Developments

● Innovation in AI and Edge Computing: Dell continues to invest in emerging technologies, including artificial
intelligence and edge computing, to drive future advancements in its product offerings.

Dell’s laptops cater to a diverse audience, from casual users to demanding professionals, and the company's commitment
to innovation and quality has established it as a leading brand in the global computing market.

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Company Profile of HP Laptops

HP Inc., a major player in the technology sector, is widely recognized for its range of laptops and computing solutions.
Here’s a detailed company profile focusing on HP's laptop offerings:

Company Overview

- Name: HP Inc.
- Founded: 1939 (as Hewlett-Packard; HP Inc. became a separate entity in 2015)
- Founders: Bill Hewlett and Dave Packard
- Headquarters: Palo Alto, California, USA
- Industry: Technology, Computing, Electronics
- Products: Personal computers, laptops, printers, and related accessories.

HP Laptops

1. HP Spectre Series

● Target Audience: Premium consumers, professionals, and tech enthusiasts.

● Features: Known for its high-end design, premium materials (like aluminum and carbon fiber), and cutting-
edge technology. Spectre laptops often feature high-resolution displays, long battery life, and powerful
processors. They are designed for users who require both style and performance.

2. HP Envy Series

● Target Audience: Creative professionals and power users.

● Features: Offers a balance of performance and design, featuring high-resolution displays, powerful processors,
and a sleek, modern design. Envy laptops are well-suited for multimedia tasks, content creation, and general
high-performance computing.

3. HP Pavilion Series

● Target Audience: General consumers and students.

● Features: Provides a range of models that offer good performance for everyday tasks at an affordable price.
Pavilion laptops are versatile, with options suitable for casual use, multimedia consumption, and light
productivity.

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4. HP Elite Series

● Target Audience: Business and enterprise users.

● Features: Focuses on security, manageability, and durability. Elite laptops often come with business-oriented
features such as advanced security options, robust build quality, and extended warranty and support services.
Ideal for professionals needing reliable performance in a corporate environment.

5. HP ProBook Series

● Target Audience: Small to medium-sized businesses and professional users.

● Features: Offers a blend of performance and affordability, with features tailored for business use, including
decent security options and durability. ProBook laptops provide essential business functionalities at a reasonable
price point.

6. HP Omen Series

● Target Audience: Gamers and high-performance users.

● Features: Designed for gaming enthusiasts and high-performance users. Omen laptops feature powerful GPUs,
high-refresh-rate displays, and advanced cooling systems. They are built to handle demanding games and
applications with high graphical requirements.

Key Technologies and Innovations

● HP Sure View: A built-in privacy screen technology that helps prevent visual hacking by reducing the viewing
angle of the screen.
● HP Fast Charge: Technology that allows for rapid battery recharging, ensuring users can get back to work
quickly.
● Bang & Olufsen Audio: High-quality audio systems in premium models for enhanced sound experience.
● HP Dynamic Power: A feature that optimizes power usage based on workload to balance performance and
battery life.

Sustainability and Corporate Responsibility

● Environmental Initiatives: HP is committed to sustainability through initiatives such as using recycled

materials in products and packaging, reducing carbon footprint, and promoting circular economy practices.
● Corporate Social Responsibility: HP is involved in various programs aimed at improving education,
advancing digital inclusion, and supporting diverse communities.

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Global Presence

● Market Reach: HP operates worldwide, with a strong presence in both developed and emerging markets. The
company serves a wide range of customers, including individual consumers, businesses, and educational
institutions.

Recent Developments

- Focus on Innovation: HP continues to invest in emerging technologies such as AI, virtual reality, and advanced
connectivity solutions to enhance its product offerings and stay competitive in the market.
- Expansion of Eco-Friendly Products: Increasing emphasis on developing environmentally friendly products and
practices, including initiatives to reduce e-waste and enhance recycling efforts.

HP’s diverse range of laptops caters to various user needs, from everyday computing to high-end gaming and
professional use. The company’s commitment to innovation, design, and sustainability has solidified its position as a
leading global provider of computing solutions.

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3.1 Introduction to Topic
. Meaning of consumer behaviour
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the
purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions,
attitudes, and preferences affect buying behaviour.

Consumer buying behaviour refers to the actions and decision-making processes of individuals when they purchase
goods or services. It encompasses a range of activities, from recognizing a need or desire to researching options,
evaluating alternatives, making the purchase, and reflecting on the experience afterward.

The study of consumer behaviour draws from multiple disciplines, including psychology, sociology, economics, and
marketing, to understand how personal, psychological, and social factors influence purchasing decisions. Businesses
analyse consumer behaviour to better tailor their products, marketing strategies, and customer experiences to meet
consumer needs and desires, ultimately driving sales and customer loyalty.

Understanding consumer behaviour is essential for businesses because it helps them anticipate consumer needs, identify
trends, and develop products and services that resonate with their target audience. Factors such as cultural influences,
social groups, personal preferences, and psychological aspects (like motivation, perception, and beliefs) all play
significant roles in shaping how and why consumers make purchasing decisions.
In today’s ever-evolving world, it seems as though everyone is undergoing a remarkable transformation – a shapeshifting
of sorts. As society progresses, individuals are no longer confined to static roles or predictable patterns. Instead, they
are embracing dynamic identities and multifaceted desires, making it a captivating challenge for businesses to
understand and cater to their ever-changing needs
Consumer behaviour refers to the study of how individuals, groups, or organisations select, purchase, use, and dispose
of goods, services, ideas, or experiences to satisfy their needs and desires. It examines the decision-making processes
and actions of consumers before, during, and after a purchase.
Consumer behaviour includes understanding the underlying motives that drive purchasing decisions, the influence of
social, cultural, and personal factors, and the psychological processes such as perception, attitude, and learning that
shape consumer preferences. This field helps businesses and marketers design effective strategies to meet the needs of
their customers and influence their buying choices.
. Characteristics of consumer behaviour
Consumer behaviour is characterised by several key traits that help in understanding how consumers make purchasing
decisions. These characteristics include:
1. Complexity: Consumer behaviour is complex due to the variety of factors influencing decisions, including
psychological, social, cultural, and personal elements. Each consumer's decision-making process can be unique,
influenced by their experiences, values, and environment.

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2. Variety of Influences: Consumer behaviour is shaped by a multitude of influences, including cultural norms, social
groups, family, personal preferences, economic conditions, and psychological factors like motivation and perception.
3. Dynamic Nature: Consumer behaviour is not static; it changes over time due to factors like technological
advancements, economic shifts, lifestyle changes, and evolving consumer preferences. Businesses must adapt to these
changes to stay relevant.

4. Decision-Making Process: Consumer behaviour involves a process that typically includes recognizing a need,
gathering information, evaluating alternatives, making a purchase, and post-purchase evaluation. Each stage is crucial
in influencing the final decision.
5. Perceived Risk: Consumers often assess risks (financial, social, psychological) before making a purchase. The level
of perceived risk can influence the decision-making process, with higher risks leading to more extensive research and
deliberation.
6. Goal-Oriented: Consumers typically make purchasing decisions with specific goals in mind, whether it’s to fulfill a
need, solve a problem, or achieve personal satisfaction. Understanding these goals is key for businesses aiming to meet
consumer demands.
7. Brand Loyalty and Switching Behaviour: Consumers may develop loyalty to a brand due to positive experiences
or perceived value. However, they can also switch brands due to dissatisfaction, better alternatives, or changes in
circumstances.
8. Subconscious Influences: Many aspects of consumer behaviour are driven by subconscious factors, such as
emotions, habits, and deeply ingrained beliefs. Marketers often tap into these subconscious influences to create more
effective campaigns.

Understanding these characteristics helps businesses predict consumer behaviour and design products, services, and
marketing strategies that align with consumer needs and preferences.

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Need and Importance of Consumer Behaviour

Understanding consumer behaviour is crucial for businesses, marketers, and policymakers for several reasons:

1. Tailoring Products and Services

- Customization: By analysing consumer preferences and buying habits, businesses can design products and services
that better meet the needs and desires of their target audience.
- Innovation: Insights into consumer behaviour can drive innovation, helping companies to develop new products that
align with emerging trends and unmet needs.

2. Effective Marketing Strategies

- Targeted Advertising: Knowing the preferences and behaviours of consumers allows companies to create targeted
marketing campaigns, increasing the effectiveness of their advertising efforts.
- Segmentation: Businesses can segment their market more effectively, tailoring messages and promotions to different
groups based on their specific behaviours and preferences.

3. Enhancing Customer Experience

- Personalization: Understanding consumer behaviour helps businesses provide personalised experiences, which can
improve customer satisfaction and loyalty.
- Service Improvement: Insights into how customers interact with a company can help in identifying pain points and
areas for improvement in the customer journey.

4. Competitive Advantage

- Market Positioning: Companies that understand consumer behaviour can better position themselves in the market,
distinguishing their brand from competitors.
- Strategic Decisions: Insights into consumer behaviour can inform strategic decisions, such as pricing, distribution
channels, and promotional tactics.

5. Forecasting and Planning

- Demand Forecasting: Analysing trends and patterns in consumer behaviour can help businesses forecast demand and
plan their inventory and supply chain more effectively.
- Trend Analysis: Understanding shifts in consumer behaviour can provide early warnings of market changes, allowing
businesses to adapt proactively.
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6. Customer Retention and Loyalty

- Building Relationships: By understanding what drives customer loyalty, businesses can implement strategies to retain
customers and enhance their lifetime value.
- Feedback Mechanism: Consumer behaviour research can help in setting up feedback mechanisms that keep track of
customer satisfaction and areas needing attention.

7. Policy and Regulation

- Consumer Protection: Policymakers use consumer behaviour data to create regulations that protect consumers and
ensure fair market practices.
- Economic Insights: Understanding consumer spending patterns helps in assessing economic conditions and designing
appropriate economic policies.

Overall, consumer behaviour research provides valuable insights that drive strategic decision-making and help
businesses and organisations align their offerings with the needs and desires of their customers.

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Types of Consumer Behaviour

Consumer behaviour can be categorised into various types based on the decision-making processes, purchase frequency,
and involvement levels. Here are some common types:

1. Complex Buying Behaviour

Characteristics: High involvement in the purchase decision, often due to high cost or significant impact. Consumers
engage in extensive research and evaluation of alternatives.
Examples: Buying a car, a house, or high-end electronics.

2. Dissonance-Reducing Buying Behaviour

Characteristics: High involvement with a purchase but fewer differences between brands. Post-purchase dissonance or
buyer’s remorse might occur.
Examples: Purchasing a washing machine or a home appliance where the differences between brands are minimal, but
the cost is high.

3. Habitual Buying Behaviour

Characteristics: Low involvement and little to no difference between brands. Purchases are made out of habit or
routine.
Examples: Buying groceries, household items, or everyday personal care products.

4. Variety-Seeking Buying Behaviour

Characteristics: Low involvement in the purchase, but there is a desire for variety or change. Consumers switch brands
for the sake of novelty.
Examples: Choosing a new flavour of snacks, trying different brands of shampoo.

5. Impulse Buying Behaviour

Characteristics: Spontaneous and unplanned purchasing decisions often driven by emotions or immediate desire.
Examples: Purchasing items from a checkout aisle, buying a product on sale that was not initially planned.

6. Extended Problem Solving

Characteristics: High involvement and significant time spent on research and evaluation. Often involves high-risk or
high-cost decisions.
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Examples: Buying a home, selecting a college, or investing in a major financial product.

7. Limited Problem Solving

Characteristics: Moderate involvement, usually for products that are not extremely expensive or significant.
Consumers might compare a few options but don’t engage in extensive research.
Examples: Choosing a new brand of coffee or selecting a restaurant for dinner.

8. Social Buying Behavior

Characteristics: Purchase decisions influenced by social factors like family, friends, or social status. Social proof and
peer influence play a significant role.
Examples: Buying the latest fashion trends or gadgets based on peer recommendations.

9. Emotional Buying Behaviour

Characteristics: Purchases driven by emotions such as happiness, fear, or nostalgia. Consumers may buy products to
fulfil emotional needs.
Examples: Purchasing gifts, indulging in luxury items for comfort.

10. Rational Buying Behaviour

Characteristics: Decisions based on logical reasoning and careful evaluation of facts and features. Consumers prioritise
utility and cost-effectiveness.
Examples: Buying a budget-friendly car or choosing energy-efficient appliances.

11. Consumer Decision-Making Styles

Characteristics: Reflects the individual’s approach to making purchasing decisions, which can range from being
analytical and detail-oriented to spontaneous and risk-taking.
Examples: Some consumers might meticulously research every aspect of a product, while others might make decisions
based on brand reputation or marketing appeals.

Understanding these types of consumer behaviour helps businesses and marketers tailor their strategies to meet the needs
and preferences of different consumer segments effectively.

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Rationale

The project will be designed to better understand the market dynamics that have practical implications when it comes
to understanding the consumer behaviour in making a decision while making a purchase of laptops between dell & hp.

The project will further focus on data that will be based of facts rather than assumptions which will translate to personal
interests of consumers. Project will also focus on various characteristics of the brands and how these characteristics
impact the consumer while making a buying decision.

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OBJECTIVES

This research focuses on examining consumer purchasing behaviour in relation to laptops. The goals of this study are
outlined as follows:

⦁ To assess the level of customer behaviour linked to various laptop models.

⦁ To investigate consumer attitudes towards different laptop options.

⦁ To explore the factors that influence decision-making during the laptop purchasing process.

⦁ To identify which advertising channels have the greatest effect on consumers' buying decisions.

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4.1 Review of Literature
These papers cover various aspects of consumer behavior, such as decision-making processes, psychological
influences, and digital behavior.

1. "A Theory of Buyer Behavior"

 Authors: John A. Howard and Jagdish N. Sheth

 Published: 1969
 Conclusion: Howard and Sheth’s model presents a comprehensive framework for understanding buyer
behavior, integrating various psychological, social, and economic factors. The theory emphasizes the
importance of cognitive processes in decision-making and suggests that consumer behavior is a result of both
internal and external influences.
 Reference: Howard, J. A., & Sheth, J. N. (1969). A Theory of Buyer Behavior. Wiley.

2. "Consumer Decision Making: A Review of Research"

 Author: Richard D. Arndt

 Published: 1975
 Conclusion: Arndt reviews various theories and models of consumer decision-making, highlighting the
complexity of the decision-making process. The paper underscores the influence of information processing,
social factors, and personal experiences on consumer choices.
 Reference: Arndt, R. (1975). Consumer Decision Making: A Review of Research. Journal of Consumer
Research, 2(1), 13-21.

3. "The Theory of Planned Behavior"

 Author: Icek Ajzen

 Published: 1991
 Conclusion: Ajzen’s theory expands on the Theory of Reasoned Action by incorporating the concept of
perceived behavioral control. The theory suggests that consumer behavior is influenced by attitudes, subjective
norms, and perceived control, providing a framework for understanding intentions and behaviors.
 Reference: Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision
Processes, 50(2), 179-211.

4. "Consumer Behavior: Buying, Having, and Being"

 Author: Michael R. Solomon

 Published: 2017 (latest edition)

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  Conclusion: Solomon's comprehensive text provides an overview of consumer behavior theories and
applications. It emphasizes the role of consumer identity and social influences, and how modern consumers
interact with brands and products in a digital age.
 Reference: Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being. Pearson Education.

5. "The Impact of Digital Marketing on Consumer Behavior"

 Authors: R. Paul & B. Rajkumar

 Published: 2019
 Conclusion: This paper examines the effects of digital marketing strategies on consumer behavior. The study
finds that digital marketing, including social media and personalized advertising, significantly influences
consumer perceptions, brand loyalty, and purchasing decisions.
 Reference: Paul, R., & Rajkumar, B. (2019). The Impact of Digital Marketing on Consumer Behavior.
International Journal of Marketing Studies, 11(3), 75-88.

6. "Consumer Behavior in the Age of E-Commerce: An Empirical Study"

 Authors: Zheng Xiang, Dan Wang, and Andrew F. Seibert

 Published: 2020
 Conclusion: The paper explores how e-commerce has transformed consumer behavior, focusing on factors such
as convenience, personalization, and trust. It concludes that e-commerce platforms significantly affect consumer
purchasing patterns and expectations.
 Reference: Xiang, Z., Wang, D., & Seibert, A. F. (2020). Consumer Behavior in the Age of E-Commerce: An
Empirical Study. Journal of Retailing and Consumer Services, 54, 102-115.

7. "The Influence of Social Media on Consumer Behavior"

 Authors: Andrew T. Stephen

 Published: 2016
 Conclusion: Stephen’s paper investigates the role of social media in shaping consumer behavior. It highlights
how social media platforms affect brand perceptions, consumer engagement, and purchasing decisions,
emphasizing the power of user-generated content and social proof.
 Reference: Stephen, A. T. (2016). The Influence of Social Media on Consumer Behavior. Journal of Consumer
Research, 42(3), 480-489.

8. "Understanding Consumer Decision-Making: A Psychological Perspective"

 Authors: Johnmarshall Reeve and William T. Beck

 Published: 2015

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  Conclusion: This paper provides insights into the psychological processes underlying consumer decision-
making. It discusses factors such as cognitive biases, emotions, and the role of memory in shaping consumer
choices.
 Reference: Reeve, J., & Beck, W. T. (2015). Understanding Consumer Decision-Making: A Psychological
Perspective. Consumer Psychology Review, 8(1), 37-51.

These papers provide a broad view of the research on consumer behavior, covering both foundational theories and
contemporary issues. Each study contributes to a deeper understanding of how consumers make decisions and interact
with brands in various contexts.

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5.1 Research Methodology
This project has been developed utilising both theoretical and practical knowledge, supplemented by valuable advice
and suggestions from relevant professors. In terms of practical knowledge, all company information has been sourced
from the internet. The theoretical aspects have been derived from various books and magazines on the subject.
Additionally, recent developments in marketing have been gathered from magazines and newspapers. Ultimately, this
endeavour has been accomplished through the integration of these resources, ensuring the use of accurate facts and
information.

Research methodology pertains to the systematic pursuit of knowledge. Redman and Mory characterise research as a
"systematised effort to gain new knowledge." It is an academic endeavour, and thus the term should be understood in a
technical context. According to Clifford Woody, research involves defining and redefining problems, formulating
hypotheses or proposed solutions, collecting, organising, and evaluating data, drawing deductions and conclusions, and
ultimately rigorously testing these conclusions to ascertain their alignment with the formulated hypotheses.

Consequently, research represents an original contribution to the existing body of knowledge, enhancing its
dissemination. It is a quest for truth achieved through study, observation, comparison, and experimentation. In essence,
research is the objective and systematic search for solutions to problems.

RESEARCH DESIGN

Research design refers to the systematic arrangement of conditions for the collection and analysis of data, aimed at
aligning relevance to the research objectives with procedural efficiency. Essentially, it serves as the conceptual
framework within which research is executed, acting as a blueprint for data collection, measurement, and analysis.

It is imperative to clearly define the variables to be measured and to identify appropriate methods for their measurement,
alongside a precise definition of the target population for the study. Given the objective of acquiring comprehensive and
accurate information, the research procedure must be meticulously planned. The design should incorporate sufficient
safeguards against bias and strive to enhance reliability while also considering the cost-effectiveness of the research
process.

For this study, a descriptive research approach has been employed, which encompasses various types of surveys and
fact-finding inquiries. The primary aim of descriptive research is to depict the current state of affairs. A key feature of
this method is that the researcher does not exert control over the variables; rather, they can only document what has
occurred or is occurring.

SAMPLING DESIGN

22
A sampling design constitutes a structured plan for obtaining a sample from the sampling frame. It pertains to the
techniques or procedures the researcher will utilise to select specific sampling units from which inferences about the
broader population can be drawn. The sampling method employed in this study is the Simple Random Sampling
technique.

POPULATION AND SAMPLE SIZE

Prior to selecting a sample, a decision must be made regarding the sampling unit. The population for this study comprises
the people of my town dharamshala, with the sample unit being defined as these people. The total sample size is set at
100 people.

DATA COLLECTION

To achieve the specific objectives of this study, data were collected from both primary and secondary sources
Primary Sources:

⦁ Direct conversation with the people.

⦁ Questionnaires.

Secondary Sources:

⦁ Internet.
⦁ Magazines.
⦁ Books available on the relevant topic.

TOOLS AND TECHNIQUES

⦁ Pie charts
⦁ Tables
⦁ Bar diagrams

23
LIMITATIONS

1. Owing to time limitations, the sample size was restricted to 100 participants.

2. The respondents provided answers based on their recollections, which introduces the potential for recall bias and
personal bias.

3. Given that the data was gathered through a structured schedule, there is a possibility that the interviewer may not
have fully comprehended or accurately documented the responses.

4. Some respondents were either unable or reluctant to provide comprehensive and precise answers to specific
questions.

24
 BIBLIOGRAPHY

BOOKS

The Craft of Research : Wayne C. Booth

Absolute Beginners Guide to Computing : Wallace Wang

Websites

● www.scribd.com
● Wikepedia.com
 Questionnaire
I am a student of Indira Gandhi National Open University (IGNOU) pursuing Master of Business
Administration(Marketing Management). I am currently doing a survey regarding “A Study of Customer Buying
behaviour towards Laptops”. Please spend your precious time by filling up this questionnaire. Your feedback will be
kept confidential. Your answers are valuable to my research. Thank you for your kind cooperation.

N a m e:

Age:

Sex:

Occupation:

Q1. Please rank the following features when you buy a new laptop. (Starting from 1 to 9, 1 for the most preferred

and 9 for the least preferred)

Look [ ]

Operating system []

Price [ ]

Maintenance []

Company Service [ ]

Storage capacity []

Ready Availability []

Comfort [ ]

Q2. What is your budget for a new laptop?

< Rs. 20000 [ ] Rs. 20000-30000 [ ] >Rs. 30000 [ ]

Q3. Which of the following Facilities/Services do you expect from the dealer?

Quick Service [] 1 year free Insurance []

Discount on Accessories [] Home Delivery []

Vehicle Registration Process [ ] Installment Payment Facility [ ]

Q4. Which means of Finance would you prefer?

Employee Loan [] Bank Loan []

Laptop Finance Companies [ ] Co-operative Society [ ]

If any other Specify

Q5. Rank the following in the order of behaviour. (Starting from 1 to 10, 1 for the most preferred and 10 for the
least preferred)

HP [ ]

Dell [ ]

Q6. Why do you rank the particular laptop as No. 1?

Q7. Do you own a laptop?

Yes [ ] No [ ]

(If No, skip the below Questions)

Q8. Do you find any difficulties in your Laptop?

Yes [ ] No [ ]

Company [ ]

Services [ ]

Service [ ]

Battery Backup [ ]

If yes, what are they?

Storage [ ]

Maintenance [ ]

Comfort []

Q9. Name and dealer of your Previous and Presently Owned laptop.

Name of the laptop: Previous 1____________2____________ Present ___________

Name of the dealer: Previous 1____________ 2 ____________ Present ___________

Q10. How did you get to know about this Laptop?(Tick any one).

T.V advertisement [ ] Magazines/Newspaper [ ]

Friends [] Existing Customers []

Laptop Finance Companies [ ] Any other please specify_____________________

Q11. Please tick the following attributes of your laptop.

a. Price: Expensive [] Reasonable []

b. Style: Stylish [] Simple []

c. Comfort: More comfortable [ ] Less comfortable []

d. Maintenance: Expensive [] Reasonable []

e. Battery Efficiency: Satisfactory [ ] Not-satisfactory []

Q12. Given a Second chance which laptop would you buy from the same budget?

Yes [ ]

No [ ]

Q13. Please suggest any areas for improvement in your laptop dealer.
Thank you for your Co-operation.