EXECUTIVE SUMMARY

Laptops are an integral part of today’s student’s study kit. And

with a plethora of brands inundating the market, each trying to
differentiate itself from the other in terms of features, style, etc. and
trying to entice the buyer with attractive offers, the decision of
zeroing on the laptop has become a gruesome exercise for the
student. The very nature of the product encourages the prospective
buyer to go through all the stages of a typical buying process. That
is the reason that I have taken up to study the consumer buying
behavior for laptop buying.

The primary objective of the project can be satisfied

progressively by satisfying the secondary research objectives
which are determining the factors, mapping the customer profile &
perceptual mapping. A primary research based on questionnaires
and analytical processing of the response will be conducted to fulfill
the research objectives wherever the secondary data is not
available.
 CONTENT

1 Introduction
2 Literature Review
3 Research Methodology
4 Data Interpretation
5 Data Analysis
6 Statistical Analysis
7 Conclusion
8 Recommendation
 INTRODUCTION
Consumer behavior can be defined as the mental, emotional, and
physical activities that people engage in when selecting, purchasing, using,
and disposing of products and services so as to satisfy needs and desires.
Consumer behavior are those acts of individuals directly involved in
obtaining and using economic goods and services including the decision
processes that precede and determine these acts. That is, consumers
behavior involve with the mental procedure and physical acts towards the
multiply goods and services.
In order to study consumers we need to learn more about consumer
buying behavior, such as who buys? How do they buy? When do they buy?
Why do they buy? Therefore, the research of customers’ behavior is
necessary and significant. A model of consumer buying behavior is a
representation of the phenomena it is intended to designate-that is, it
specifies the elements and represents the nature of the relationships
between them. Apparently consumers could be affected by marketing stimuli
such as price, place, promotion and environmental stimuli when they move
on step by step in the decision process towards a final buying decision, and
the fact is consumers always may say one thing but do another because a
variety of influences are the cause of certain actions undertaken by
consumers.
Consumer purchases are influenced strongly by cultural, social,
personal and psychological characteristics. Generally speaking, marketers
cannot control such factors, but they must take them into account because
these factors affect how individual consumers react to the different stimuli
that firms send out through their communication. The marketer’s task is to
understand what happens in the buyer’s consciousness and the buyer’s
decision making process.

Cultural Factors
Cultural factors exert deep influence on consumer behavior. Culture is
the basis for a person’s wants and behavior. Culture refers to “a set of values,
ideas, artefacts and other meaning symbols that help individuals
communicate, interpret and evaluate as members of society”, it affects the
consumers shaping the attitudes, feelings, biases, and opinions, which
enable marketers to interpret or even predict the reaction of consumers to
specific marketing strategies. Thus, it is vital for firms to be aware of culture,
even its trends and changes.

Social Factors
A consumer’s behavior is also influenced by social factors, such as
reference group, family, and social roles and status. Because these social
factors can strongly affect consumer response, firms must take them into
account when designing their marketing strategies. Reference group are
groups that serve as direct or indirect points of comparison or reference in
forming a person’s attitudes or behavior. Indirect or direct reference groups
include family, friends and neighbors. Reference group not only lead an
individual to new behaviors but also have effect on individual’s attitude and
self-concept, which in turn influence actual brand preference and choice.
Therefore, in other words, references lead the market trends.

Personal Factors
A buyer’s decision is also influenced by personal characteristics such
as the buyer’s age, occupation, economic situation, lifestyle and personality
and self-concept. The age of the buyer is one of the major factors influencing
individual’s purchase. People in the different ages have different needs. A
brand must be understandable to the age group to which the product or
service is targeted and should be delivered through a medium used by
members of that group.
On the other hand, a person’s occupation can affect the goods and
services bought. Occupational groups usually have above average interest
in the products and services, which are related to their occupation.
Therefore, the marketers need to consider the right occupational groups as
the production and marketing target. A company can even specialize in
making products needed by a given occupational group. For example,
computer software firms will design different products for brand managers,
accountants, engineers, lawyers and doctors.

Psychological Factors
A number of complex behavior factors lie in psychological factors
including perception, motivations, attitudes and learning. A motive is a
learned need that is sufficiently pressing to direct the person to seek
satisfaction.

The Buying Decision Process

The consumer’s choice results from the complex interplay of cultural,
social, personal and psychological factors. Although the marketer cannot
influence many of these factors, they still can be useful in identifying
interested buyers and in shaping products and appeals to serve their needs
better. Therefore, it is necessary to introduce consumer buying decision
process, by which marketers can monitor the process to develop the effective
marketing mix by utilizing stimuli and factors to guide consumers to certain
products.
In a buying decision process, a consumer will pass through five stages
as shown below.

Problem Information Evaluation of Purchase Post

Recognition Search alternatives Decision purchase
Behavior
 LITERATURE REVIEW
Laptop & PC Industry is expected to grow fast in developing countries like
India & china because of changes in government policies. In 2005, Indian
government removed the import duties on Laptops, which resulted in growth
of 94% in 2005 (Physorg.com, 2006). Cyber Media Research (2011) study
states that nearly 10 million desktop & notebook personal computers have
been installed in 2010 and thus India has estimated to cross 52 million till
Dec 2010 for total installation of both. The entire study shows that Laptop
usage is very much popular in between the students whether their residential
status is urban and rural. It’s the present day demand to run hand with the
latest technology. This technology not only simplify students task but it also
seem to morale boost up of the students. Students found themselves
connected with the entire world with the help of Laptops.
According to Dr. Nilesh B. Gajjar, The study of Consumer Behaviour is
quite complex, because of many variables involved and their tendency to
interact with & influence each other. These are the factors controlled by
external environments like the following form the basis of external influences
over the mind of a customer.

 Culture, and Sub-culture

 Social Class, and Social Group, Family, and Inter-Personal Influences

 Other Influences
 RESEARCH METHODOLOGY
Primary objective
A study on Student’s Buying Behavior towards laptops.

Secondary objective
 To know the preference of students while purchasing of laptops.
 To know the perception of students towards laptops.
 To study the buying pattern of students while purchasing of laptops.
 DATA INTERPRETATION

1. Retailers should make use of reference group influences by focusing

on friends and family in their advertising strategies, and personal
selling strategies. For example: “Bring along a friend!”
2. Retailers should focus on the individuality of students, which is typical
of this age group, and steer away from advertising campaign with
themes like blending in or being like everyone else. For examples,
slogans like “Be your own person” or “For the individual.” should appeal
to students.
3. Retailers need to supply the relevant price information for example,
retailer price, discount or payment options, about their products,
especially if they are selling expensive products.
4. Retailers should make use of their knowledge of decision-making
styles to segment the market, to do niche marketing and better
understand the market. Retailers should ensure that their quality, price
and services are better than the competition, in order to gain a bigger
share of the student market.
5. Retailers should use weekends for new product launches,
competitions or promotional campaigns.
 DATA ANALYSIS
A survey of 50 random people was conducted. Which had 26 males and 24
females. The mean of the population is 25.12 years. The population is
divided in different age groups, the highest population was observed under
age group of 24 years.
It was observed that 25 out of 50 people buy new laptops in every 1-3
years and 19 out of 50 people consulted friends and family before buying a
laptop. 19 out of 50 people prefer doing research by trying hands on
experience whereas 22 out of 50 people prefer research by professional
techie. 28 out of 50 people get affected by the technology.
19 out of 50 people prefer buying the latest model of laptop whereas 6
out of 50 prefer buying old technology. 15 out of 50 people make online
research whereas 31 out of 50 prefer making an online research. While
buying 24% people prefer buying it online whereas 36% prefer buying it from
a retail store. While buying extra accessories 38% population buy a mouse
and only 8% buy speakers.
Finally the budget, 56% of the sample set preferred buying laptop in
range of 40,000-50,000 whereas only 20% population prefer buying laptops
under price range of 50,000-70,000.
 STATISTICAL ANALYSIS
Gender
Male 26
Female 24

Gender

24
26

Male Female

Age
Group
21 22 23 24 25 26 27 28 29 50
Years Years Years Years Years Years Years Years Years Years
2 3 4 19 8 7 2 2 2 1

Age Group
20

15

10

0
1

21 Years 22 Years 23 Years 24 Years 25 Years 26 Years 27 Years 28 Years 29 Years Years50
Q1. Buying Frequency

1-3
years yearly 3-5 years 5+ years
25 12 12 1

BUYING FREQUENCY
30
25
25

20

15 12 12

10

5
1
0
1-3 years yearly 3-5 years 5+ years

Q2. Whom you consult

Retail Shop
Family Friends Internet Technician
7 19 19 5

Consultation

Retail Shop Technician

Internet

Friends

Family

0 5 10 15 20
Q3. How you research
Hands Professional
On Online Others Techie
19 8 1 22

RESEARCH OPTIONS

Professional Hands On, 19

Techie, 22

Others, 1 Online, 8

Q4. Factors affecting

Brand Design & Looks Other Technology
10 11 1 28

Factors Affecting
30 28

25

20

15 11
10
10

5 1

0
Brand Design & Looks Other Technology
Q5 Technology Preference
Latest Old Recent
19 6 25

Technology Preference

19, 38%
25, 50%

6, 12%

Latest Old Recent

Q6 Newly Launched Laptop

Yes No Maybe
13 19 18

Newly Launched

Maybe 18

No 19

Yes 13

0 5 10 15 20
Q7. Where you research
Online Magazine Newspapers Others
15 31 4 0

RESEARCH
Online Magazine Newspapers Others

35
30
25
20
15
10
5
0
1

Q8. Which Place you buy

Online Shopping Authorised
Store Retail Shop Malls Distributors
12 18 13 7

Buying Center

0 5 10 15 20

Authorised Distributors Shopping Malls Retail Shop Online Store

Q9. Extra accessories
External
Mouse Keyboard HD Speakers Hub
19 15 9 4 3

Extra Accessories

20

15

10

0
1

Mouse Keyboard External HD Speakers Hub

Q10. Budget
30,000-40,000 40,000-50,000 50,000-70,000 70,000-1 lac 1 lac+
12 28 10 0 1

Budget

1
0

1 10
28
12

0 5 10 15 20 25 30

1 lac+ 70,000-1 lac 50,000-70,000 40,000-50,000 30,000-40,000

 STATISTICAL OPERATIONS

 Single Factor ANNOVA

Null Hypothesis H0: There is no relationship between gender and no.
of years for buying a laptop.
Alternate Hypothesis H1: There is a relationship between gender and
no. of years for buying a laptop.

Hence, this will reject the NULL Hypothesis.

 Correlation

As the correlation is negative, this shows that when one factor is

increased, other decreases.

 Regression
Null Hypothesis H0: There is no relationship between decision group
and age for buying a laptop.
Alternate Hypothesis H1: There is a relationship between decision
group and age for buying a laptop.
 As significance F is 0.09, we reject the NULL Hypothesis.

 Regression
Null Hypothesis H0: There is no relationship between decision group
and age for buying a laptop.
Alternate Hypothesis H1: There is a relationship between decision
group and age for buying a laptop.

As significance F is 0.6363, we reject the NULL Hypothesis.

 Correlation

As the correlation is negative, this shows that when one factor is

increased, other decreases.
 CONCLUSION
Here, in this study the respondents are the students. The respondents
are 50 in which 52% are male and 48% are females. Most of the respondents
fall in the 21-50 age category. The median of age group is 24 years. 50% of
the population prefer buying the laptops in 1-3 years. Only 10% population
prefer consulting from a retailer technician. 20% people are affected by brand
of laptop and 50 % people prefer buying a recent technology laptop. 30%
people prefer buying it from online store. 36% people prefer buying it from a
retail shop. 38% people prefer buying mouse while buying a laptop. 56%
people prefer buying under a budget of 40,000-50,000.
The students prefer to buy the laptops when they reach in the college
or when there is a need for a laptop to them. From the study I can say that
mostly management and engineering students & working people are having
the need of laptop and rest of them do have but not.
 RECOMMENDATIONS
 Approximately equal percentage of males and females are buying
laptop so Product Company should target both genders.
 50% people buy laptops in 1-3 years, so if company want their
customers back they should pitch past customers in every 2-3 years.
 56% people prefer technology over brand so company should be
conscious about the recent technology.
 62% people look for advertisement in magazine so that can be a
place to attract customers.
 36% buy from retail shops, hence no. of retail outlets should be
available.
 38% people buy mouse along with laptop, so giving an offer would
attract customers.
 56% people prefer budget of 40,000-50,000 so launching laptops
should be accordingly.