A STUDY ON CURRENT ATTITUDES INFLUENCING

CONSUMER BEHAVIOR WITH REGARD TO COMPUTER

PROTECTION SOFTWARE

Final Dissertation

Submitted by

ANU MATHEWS

For the award of the

POSTGRADUATE DIPLOMA IN MANAGEMENT

LOYOLA INSTITUTE OF BUSINESS ADMINISTRATION

LOYOLA COLLEGE, CHENNAI
 BONAFIDE CERTIFICATE

This is to certify that the final Dissertation entitled A STUDY ON CURRENT

ATTITUDES INFLUENCING CONSUMER BEHAVIOR WITH REGARD TO
COMPUTER PROTECTION SOFTWARE submitted by Anu Mathews to LIBA,
LOYOLA COLLEGE, CHENNAI for the award of Post Graduate Diploma in
Management is a bonafide record of research work carried out by him under my
supervision. The contents of this report in full or in parts have not been submitted to
any other Institute or University for the award of any degree or diploma.

The project work has been carried out at Loyola Institute of Business Administration
(LIBA), Chennai.

Chennai - 600 034 Research Guide

Date:
 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to
complete this dissertation. Especially I am obliged to the Director, Loyola Institute of
Business Administration (LIBA) Rev. Fr. Christie and the Finance Controller, LIBA
Rev. Fr. Maria Augustine. I have furthermore to thank the Chairperson for the part-
time PGDM programme Dr. Thiagarajan for his stimulating support.

I am deeply indebted to my supervisor Prof. Gopal whose help, stimulating

suggestions and encouragement helped me in the research.
 ABSTRACT

The objective of this study is to primarily understand

the current attitudes and perceptions which influence consumer thinking with regard
to the online and computer virus threats.

Computer Security Software is a completed computer security solution which

includes anti-virus, anti-spyware, anti-spam, personal firewall, parental control and
some other additional features.

The present attitude of the consumers with respect to the protection of their computers
has to be studied. This will give an insight into the consumer awareness level on the
dangers that the computer is exposed to in the everyday activities.

Also the study is meant to understand the consumer behavior factors influencing
specific brand choice among current users for computer protection softwares. There
are more than a dozen softwares brands available in the market today. The study
would would also help in understanding the choice of a particular brand of software
over another and the features that consumers look for in these brands.
CURRICULUM VITAE

Name : Anu Mathews

Date of Birth : 05 May 1986

College : Loyola Institute of Business Administration, Chennai

Course : MBA (Part-time)

Batch : 2007 – 2010

Roll No. : P07005

Email : [email protected]

Contact no. : 98406 73521

 TABLE OF CONTENTS

Page

BONAFIDE CERTIFICATE
ACKNOWLEDGEMENT
ABSTRACT ii
CURRICULAM VITAE v
GLOSSARY

CHAPTER 1

Introduction
Computer virus
Antivirus software
History
Internet usage pattern in india
Scope of the study
Objective of the study

CHAPTER 2

REVIEW OF THE LITERATURE

Context of antivirus softwares

Research and findings on online threats
Infection strategies for virus
Methods to avoid detection
Vulnerability and countermeasures
Research on computer threats for entreprises
Types of online threats
The role of software development
The ideal anti-virus software
Creating a policy
Paid version vs free version
Need for the current study

CHAPTER 3

RESEARCH METHODOLOGY

Research objectives
Sample design
Instrumentation
Discussion guide
Data analysis
Limitations of the study

CHAPTER 4

ANALYSIS AND INTERPRETATION

Analysis and interpretation

Reference terms in consumer mindspace
understanding of computer threats
Segmentation based on mindset and behaviour
Segration based on the consumer behaviour
Critical task in order to make the
Consumers be more cautious about online threats and to increase
the usage of computer security softwares
Factors influencing specific brand choice among current users
Choice of brands
Choice of new brands

CHAPTER 5

CONCLUSIONS AND RECOMMENDATION

Conclusions And Recommendations

Bibliography 44
LIST OF FIGURES

Figure Title
Page

Professional Vs Free Antivirus Software Fundamental

Difference Table

Segration based on the consumer behaviour

Critical task in order to make the consumers more

cautious about online threats
 GLOSSARY

The following are some of the commonly used terms in this thesis:

Viruses: A virus is a software that attaches itself to real programs

Malware: Malware is a combination of malicious softwares. The software is

designed to infiltrate a computer without the owner's informed consent.
It is a general term used by computer professionals to mean a variety
of forms of hostile, intrusive, or annoying software or program code.

Common types of malware and what they might do to your infected computer:

Adware: is useds to put up ads on your screen

Spyware: collects some personal information about you, like passwords and
information that is typesd into your computer.

Hijackers: turns machine into a zombie computer.

Dialers: forces the computer to make phone calls.

Phishing: Social engineering is a common term used for someone trying to get
ones personal information -- online or in person.

Hacking: Hacking is referred to the unauthorized use of computer and the

network resources.
 CHAPTER 1

INTRODUCTION

COMPUTER VIRUS:

A computer virus is a computer program that copies itself to infect a computer. The
term "virus" is also commonly but used to refer to other types of malware, adware,
and spyware programs that do not have the reproductive ability. A virus usually
spread from one computer to when its host is taken to the target computer; for
instance because a user sent it over a network or the Internet, or carried it on a
removable medium such as a floppy disk, CD, DVD, or USB drive.

“Computer virus" is sometimes used as a umbrella term to include all the various
types of malware, adware, and spyware programs that do not have the reproductive
ability. Malware includes computer viruses, worms, trojans, most rootkits, spyware,
dishonest adware, crimeware, and other malicious and unwanted software, including
true viruses. Viruses are sometimes confused with computer worms and Trojan
horses, which are technically different.
ANTIVIRUS SOFTWARE

Antivirus (or anti-virus) software is used to prevent, detect, and remove malware,
including computer viruses, worms, and the trojan horses and the other viruses. Such
programs may also prevent and remove adware, spyware, and other forms of
malware.

A variety of strategies are typically employed. Signature-based detection involves

searching for known malicious patterns in executable code. However, it is possible for
a user to be infected with new malware for which no signature exists yet. To counter
such so-called zero-day threats, heuristics can be used.

In addition to the drawbacks mentioned above, the effectiveness of antivirus software

has also been researched and debated. One study found that the detection success of
major antivirus software dropped over a one-year period.

The topic for the study has been chosen to interpret the consumer behaviour with
regard to the usage of anti-virus softwares and awareness level of online threats
among computer users.

INTERNET USAGE PATTERN IN INDIA

85 million Indians are PC literates. 57m are claimed users and 42 million are active
internet users. India is listed 4th among the countries with highest no. of Internet users.
China, United States and Japan are ahead of India in the list.

3 out of 4 computer users in India use Internet and PC ownership has increased by
48% last year. Out of these, 4 million internet users access it through mobile phones.
Only 13% of existing internet surfers prefer to read in english.
SCOPE OF THE STUDY

The scope of the study is to understand the current attitudes and perceptions about the
computer protection software and online computer threats.

Also, the scope of the study includes factors influencing specific brand choice among
current users and reasons for preferences have also been analyzed.

OBJECTIVE OF THE STUDY

The broad objective of the study is to provide relevant inputs developed through
distilling of end consumer understanding in the following areas
1. current attitudes and perceptions which influence consumer thinking and behavior
with regards to computer protection software
2. factors influencing specific brand choice among current users
 CHAPTER 2

REVIEW OF THE LITERATURE

This chapter reviews literature related to usage of antivirus softtwares as a safety

measure for protection against virus threats. The literature review includes the
following topics: (1) context of antivirus softwares (2) research and findings on the
various online threats (3) need for the current study.

CONTEXT OF ANTIVIRUS SOFTWARES

There are competing claims for the innovator of the first antivirus product. Possibly
the first publicly documented removal of a computer virus in the wild was performed
by Bernt Fix in 1987.

Earlier viruses were typically spread by infected floppy disks. Antivirus software
came into use, but was updated relatively infrequently. During this time, virus
checkers essentially had to check executable files and the boot sectors of floppy and
hard disks. However, as internet usage became common, initially through the use of
modems, viruses spread throughout the Internet.

Powerful macros used in word processor applications, such as Microsoft Word,

presented a further risk. Virus writers started using the macros to write viruses
embedded within documents. This meant that computers could now also be at risk
from infection by documents with hidden attached macros as programs.

Virus checkers had to check many more types of files. As always-on broadband
connections became the norm and more and more viruses were released, it became
essential to update virus checkers more and more frequently. Even then, a new zero-
day virus could become widespread before antivirus companies released an update to
protect against it.
The way computer viruses work, where they come from and the problems they create,
it is a recent phenomenon that has threatened the PC world to a great extent today.
But the actual truth is that computer viruses have been around for longer than most
people might think.

The first computer virus popularly known as the 'Brain virus' was created in 1986 by
two Pakistani brothers, Amjad and Basit Farooq Alvi. This virus, which spread via
floppy disks, was known only to infect boot records and not computer hard drives like
most viruses today. The virus also known as the Lahore, Pakistani, Pakistani Brain,
Brain-A and UIUC would occupy unused space on the floppy disk so that it could not
be used and would hide from detection. It would also disguise itself by displaying the
uninfected bootsector on the disk.

In 1987, the Lehigh virus was discovered at Lehigh University in the United States.
The Lehigh virus was the first memory resident file infector that attacked executable
files and took control when a file was opened. The Jerusalem virus also appeared
around this time at Hebrew University in Israel. Like the Lehigh virus, the Jerusalem
virus was also a memory resident file infector. It contained bugs to re-infect programs
that were already infected.

In March 1988, the first anti-virus was designed to detect and remove the Brain virus.
The anti-virus also immunized floppy disks to get rid of the Brian infection. At the
same time, the Cascade virus appeared in Germany. The Cascade virus was the first
encrypted virus, which was coded and could not be changed or removed.

Thus, during the late 1980's and the early 1990's, viruses on the loose which infected
files, disks etc. on the computer and caused a great deal of damage received a lot of
media attention. Magazines such a Business Week, Newsweek, Fortune, PC
magazine, and Time began publishing articles about these destructive viruses running
wild and demanded a solution for all these problems.

In 1991, Symantec released the Norton Anti-virus software. Anti-virus products from
IBM, McAfee, Digital Dispatch and Iris also became available.
A few years ago, in 2000, the ILOVEYOU virus wreaked havoc around the world.
The virus that was created in the Philippines was sent through email and spread
around the world in one day infecting 10 percent of computers connected to the
Internet and causing $ 5.5 billion dollars in damage. Hence, viruses are still common
and still create chaos even today. It is hard to determine the reasons for all these
actions and why virus writers create computer viruses. Some do it for their personal
gain, for research projects, pranks, vandalism, etc., while others want to help make
improvements in programs.
METHODS TO AVOID DETECTION

In order to avoid detection by users, some viruses employ different kinds of

deception.

Some viruses can infect files without increasing their sizes or damaging the files.
Some viruses try to avoid detection by killing the tasks associated with antivirus
software before it can detect them.

MS-DOS platform, makesd sure that the "last modified" date of a host file stays the
same when the file is infected by the virus. This approach does not fool anti-virus
software, however, especially those which maintain and date Cyclic redundancy
checks on file changes.

As computers and operating systems grow larger and more complex, old hiding
techniques need to be updated or replaced. Defending a computer against viruses may
demand that a file system migrate towards detailed and explicit permission for every
kind of file access.
TYPES OF ONLINE THREATS

Cyber-attacks are naturally directed at weak spots in computing systems. A system

consists of the computer, the network is connected to, and any humans in the loop.
Online security efforts are focused on eliminating and plugging the soft spots of
computer systems, but cyber-criminals keep looking for and finding new ones.

 It's well known that the part most likely to cause an automobile accident is the
nut behind the wheel. Sadly, the person at the keyboard is often the weakest
link in computer security.

Many attacks simply take advantage of weak spots in the operating system (i.e.,
Windows) or programs. There are many ways to deliver malicious content to
computers that will directly or indirectly install all sorts of malware

The network (Internet for most users) is another vulnerable part of the system.
Network worms, eavesdropping and hacking are methods used to attack the network.

Even computer hardware can be attacked. For example, if someone can gain
momentary access to your computer, it's simple to insert a simple bug, called a key
logger, between your keyboard and computer. Then everything you type, including
account numbers and passwords is sent to person who installed it.

WiFi adds another easily compromised element to the network. Criminals also use
legitimate websites by breaking in and substituting poisoned pages that attack anyone
who visits them. This is a growing threat.
THE IDEAL ANTI-VIRUS SOFTWARE

The features of the ideal anti-virus software

Factors we took into consideration while looking for an ideal anti-virus software

 The ideal anti-virus software should remove all the existing viruses on a pc

 The ideal anti-virus software should work on windows xp,windows

2000,desktop , server and other operating systems

 The ideal anti-virus software should also be able to prevent viruses from

invading the pc in the future.

 The ideal anti-virus software should remove existing spyware and trojan

horses from the pc

 The ideal anti-virus software should proactively  prevent  spyware and trojan

horses from invading the computer

 The ideal anti-virus software should proactively remove all spyware and trojan

horses from the computer

 The ideal anti-virus software should also remove all adware from the pc

 The ideal anti-virus software should also prevent adware from penetrating

your pc

 The ideal antivirus software should prevent popup ads from appearing on your

pc

 The ideal antivirus software should be reasonably priced- ideally free

 Some of the latest news from the world of antivirus software are:

• 330,000 new pcs around the world are turned into zombies every day, sending
more and more spam. Source: Panda

• 90% of all email is scam, with most unsolicited advertisements delivered

between 9 and 10am.

• 10,000 $ is what hackers earn on an average by making others click on ads

sent out from infected PCs.

• Rs. 4.06 is the cost of a working stolen credit card number with CVV security
number, on underground hacker websites.

• 182,500$ is the amount it costs a company with 1000 employees to deal with
spam per year due to productivity losses.

• Malicious websites on the rise, most surfers unaware: The research also found
that more than 77% of the websites that were found to be malicious were
actually sites with good reputations that had been compromised by attackers.

Furthermore, of all the unwanted email in circulation in the 2nd half of 2008,
90.4% contained links to spam sites and/or malicious websites.

• New Trojan fakes DHCP server: A new threat known as Trojan.Flush.M is

causing havoc around the world by cretaing new DHCP servers on infected
machines, using which it can reassign the DNS used by any computer on that
network.

DNS translates web addresses into actual requests, meaning any url typed into a
browser’s address field on an infected PC can send the user to a fake clone website.

• Facebook : Users are receiving fake messages claiming to lead them to videos
of drunk girls dancing or performing stripteases, at which point they are
 redirected to a facebook lookalike page and asked to install a fake Flash
update called ‘Adobe_player11.exe’.

• Apple IPHONE A loophole in the SMS application of the iPhone lets

attackers get complete control over the cellphone. The device can be turned
into a zombie with a single manipulated message. The iPhone SMS
application runs with full system permission and the message can forward
itself to everyone in your contact list.

• Connections between cyber crime and recession: McAfee: Physical threats

such as terrorism and the worsening state of the world’s economies have
diverted the attentions of most governments away from online security,
according to Mcafee. The company has warned that recession is prime time
for criminals who prey on anxiety and uncertainty.

There will be more victims of cybecrime as security is something that isnt visibly
beneficial, and some people may start cutting corners.

Instances of phony email messages claiming to be from banks responding to

customer’s worries are on the rise, as are bogus employment sites which only collect
users’ personal details when they sign up.

• Online criminals becoming more savvy: Cisco annual report: According

to the report, spam now accounts for nearly 200 billion email messages per
day, or approximately 90% of all emails. The USA is the largest source of
spam, acconting for 17.2%, followed by Turkey, Russia, Canada, Brazil and
India in the sixth place with 3.5%.

Trends to watch out for in the field of corporate security inteligence include
threats potentially caused by disgruntled employees and data loss through negligence
or theft of equipment.

• Underground botnet trading ring discovered and studied

 Web security hardware company Finjan has announced that its researchers
successfully infiltrated an underground botnet trading ring where access to
compromised PCs was bought and sold.

The prevalance of botnets means that more and more computers in homes and
offices around the world are infected than people realize or are capable of detecting.
The level of entrepreneurship shown by online criminals only shows how
sophisticated and widespread crime is becoming.
NEED FOR THE CURRENT STUDY

The consumer attitude towards the computer protection softwares has not been
researched upon by many people earlier. And there is a very interesting discovery to
be made in this topic because the use of the internet has increased drastically and so
has the danger levels for the online threats.However, there is not much awareness
among the consumers on the need for computer security softwares.

Hence there is a need to understand the minds of the consumers and their perception
on online threats and computer protection softwares.
 CHAPTER 4

RESEARCH METHODOLOGY

RESEARCH OBJECTIVES

The main purpose of this study is to investigate the consumer attitude towards the use
of computer protection as there is not much awareness among the consumers on the
need for computer security softwares, inspite of the high level of danger posed by
online threat.

The research objectives are:

Primary Objectives:

1. To identify the perception about online threats ands the relevance of usage of
computer protection softwares. To understand the attitude of the consumer
with regards to the danger posed by the online threats.
2. To identify the types of consumers using computer protection softwares.

Secondary Objectives:
1. To assess the reasons for brand choice while buying a computer protection
software
SAMPLE DESIGN

The study was carried out among 32 one to one conversations with consumers across
Chennai. The sample included males from the age group of 20-40 years.The SEC
category of the sample was SEC A/B.

The research involved:

 16 conversations with non users of computer protection software, 6 of these
were intending home computer/ personal laptop purchasers
 18 conversations with users of computer protection software;

INSTRUMENTATION

The study used a preset discussion guide to help through the one to one discussion
with the consumer. The discussion guide contained all the areas to be covered during
the conversation. However, there was no questionnaire which had to be filled in by
the consumers. The conversations were recorded in audio and by memory.
DISCUSSION GUIDE

1. Setting the Context:

a. Brief neutral warm up chat about current occupation etc
b. Researcher to encourage the respondent to share his home- computer
usage history and current practices - How long the computer at home?
Details of the computer? Who all uses? The nature of usage by each?
c. If the computer that you use at home could speak about the role that it
thinks it plays in your life today.... how it thinks it makes a difference to
your everyday life... what if there is no computer from tomorrow
onwards, how all will it affect your everyday life?
d. If you have to place yourself on this scale of “High level of computer
expertise” to “No computer expertise”.... What makes you feel so
about yourself...what are the computer problem situations that you think
you can easily handle? What are the computer situations in which you
will need to get help? Who do you call to help/solve computer
problem?
e. Computer protection - Your immediate thoughts, feelings on hearing
this phrase.... the pictures, images that come to your mind on hearing
this phrase...where have you heard this phrase often... other similar or
related phrases?
f. (If the word virus is spontaneously mentioned by the respondent)What
if someone seeks your help to understand what computer virus is... what
explanation can you give to make him understand- source of computer
virus- source of virus, what happens when there is computer virus, are
there signs/”symptoms” of virus? Researcher to ask about the internet-
virus connection if it does not come up for mention at all?
g. Researcher to check the semantics of terms of like virus, security,
internet security, threat, worms etc ; differences if any perceived
between the terms total internet security and anti virus
h. (Among recent purchasers and others; researcher to use the term that
respondents use to refer to this software )
 i. What are the advantages/benefits that you personally seek for
yourself through this software?
ii. Did your computer face any attacks before you bought this? If
yes, was the software installed before or after the attack?
iii. How do you think one computer protection software will be
different from others? On what all aspects can one compare and
evaluate such software...the critical credentials
iv. Can you tell me about the computer protection software that you
purchased recently---- researcher to encourage the respondent to
flesh out the story of the purchase- why that particular software
and not anything else? Which are the software options that you
overlooked... reasons? Who else was involved in the purchase/
the influencers? Mode of purchase? Price? Installation
details- who did? Why so? Was it complicated?

Specific probe points – what did he ask for- .AV or Total

Internet Security? Where did you buy it from? Did the
retailer/influencer mention the option of Antivirus and Total
Security? Did he know about options like these? Reactions to
the two options from future purchase perspective

If not purchased at original MRP, do you know what the

original MRP is ?

Appeal and relevance of additional features such as ‘can be

used to protect your windows enabled mobile phone’

v. What do you think will be the difference between highly priced

and lowly priced computer protection software? If price indicate
of anything in the antivirus context?
vi. Your feelings about the price that you paid- expensive vs. value
for money vs. cheap… the frame of reference in your mind for
coming to this conclusion about price
 vii. Which are the computer protection software brands that you are
familiar with? Researcher to encourage respondents to list brand
names
viii. For each computer protection software brand mentioned,
researcher to ask respondent- what do you know about this...
what have you heard... pictures, kind of people that this brings
to your mind… how do you know about this brand ?
ix. How do you want each brand to present its credentials to you ?
Demo vs. Tv ad vs. recco (whose?) … feelings about these as
means of getting to know a brand in this category?
x. Can you create groups of these in any way....researcher to
encourage spontaneous grouping
xi. Expensive vs. cheap vs. vfm grouping if respondents have a
good sense of the brands
xii. To be dearer to you than other antivirus brands, what should
each brand strive to do? What must it deliver for you that brands
are not currently delivering?
xiii. Are you . happy with product performance ? have they used
customer support ? was it satisfactory ?   are they going to
renew the subscription?  Reasons why ?  

i. (Among non owners of computer protection software)

i. Researcher to establish whether it is a feeling of “someone told
me about this but it is not immediately necessary” or a
situation of “ I have never thought about this before”
ii. (For those with attitude of “no immediate necessity”) what is it
about your current situation that makes you feel that antivirus is
not immediately necessary?
iii. Researcher to understand in cases where there is service back
up, whether they have brought this up before the respondent
and did the respondent refuse for any reason?
iv. Imagine that I meet you after six months and find that you have
computer protection software installed in your computer...what
could have happened?
v. What if you were given computer protection software for free,
would you want it to use it...for what reasons?
vi. How expensive do you think it is to buy computer protection
software? How do you think one can go about buying antivirus
software... where does one get it from? How does one get it
installed on the computer? Is there anyone who you would get in
touch with for this?
vii. Are there any names that you know of? Researcher to carry the
discussion further into brand credentials perceptions etc
depending on the respondent’s level of familiarity and
knowledge
DATA ANALYSIS

Data was analyzed through the SPSS program using Pearson correlation coefficient
and multiple regression analysis, and simple regression analysis. These techniques are
appropriate to variables with interval scales and each allows an independent variable
to be correlated with a dependent variable.

LIMITATIONS OF THE STUDY

Though the research has been properly planned and well executed, there are certain
limitations, which are inherent in nature and are out of the researcher’s control. The
effectiveness of the project is felt only when the results are read along with the
limitations and constraints faced during the course of this study. The response from
the respondents could be casual in nature. This may be due to lack of interest or time
on their part. The correctness of information provided by the respondents in the
personal data could not be established. Some of the information provided by the
respondents might not be true. Getting timely responses from the respondents was a
difficult task. The reason for this may be attributed to their busy schedule.
 CHAPTER 5

ANALYSIS AND INTERPRETATION

The analysis based on the research that was carried out gave some definite and useful
insights into the consumer perception and attitude on the use computer security
softwares and their attiude towards the dangers which their computer is exposed to
everytime they use the internet.

This chapter covers the following analysis and interpretations made on consumer
behavior with regard to computer security softwares:

REFERENCE TERMS IN CONSUMER MINDSPACE

“Computer Virus”

 The word computer virus enjoys high prominence in consumer mind

space and is used most frequently during the conversation
 Ccomputer virus is used as a blanket term to refer to all threats to a
computer.
Threats from other infected computers as well as those from the
internet are referred to as computer virus
 Familiarity with terms like “Malware”, “Spyware”, “ Worms” is
relatively more limited than the term “Virus”
 Even consumers familiar with these terms tend to use “Virus” as an
easy reference term while referring to internet sourced threats
 “Antivirus”

 “Antivirus” enjoys prominence in common conversations as a blanket

term referring to protection from all computer threats
 There are consumers who are able to differentiate between “Internet
protection” software and “Antivirus” software when these terms are
presented side by side but with the tendency to use “Antivirus” as the
blanket term to refer to both

Below are some of the statements made by the respondents

“ Internet protection means protecting the computer from threats

while downloading. Antivirus means identifying and deleting virus
when it enters computer through pen drive and all”

“ Internet protection is like a wall which prevents viruses from the

entering the computer from the net”

UNDERSTANDING OF COMPUTER THREATS

The first category of consumers have a high prominence for computer security threats.
They tend have a much higher mindspace for computer security softwares. These
consumers also have high familiarity levels for computer security softwares. Their
perceptions are based in high number of incidents which have either happened either
to them or their friends.
Computer Destruction Before One’s Eyes

- The consumers in this category have experience their computer crashing in

front of their eyes
- Their files have got corrupted or they have suffered from data loss
- Their computers have experienced drastic slowing up and frequent hanging of
the system as initial indicators

The second category of consumers has a low prominence for computer security
threats. They tend have a much lower mindspace for computer security softwares.
These consumers also have lower familiarity levels for computer security softwares.
They have had lower impressions of incidents which have either happened either to
them or their friends and their impressions are also based on these low number of
incidents.

Silent (not easily perceptible threats)

- The low prominence of threats are most prevalent with respect to computer
hijack /remote control
- They also involve stealing vital information from the computer
- Privacy invasion is another risk posed by the silent and not easily perceptible
online threats
- Hacking into accounts other accounts also can be categorized as a silent threat
SEGMENTATION BASED ON MINDSET AND BEHAVIOUR

Following are the segments of consumers based on the mindset and behavior with
regard to the usage of computer security softwares

SEGMENTS

Enlightened Victims

Vigilant

Novice

Freeloaders

Dropouts

Smug

Apathetic
ENLIGHTENED VICTIMS

SEGMENT DEFINING ASPECTS KEY IMPLCATIONS

Enlightened • “Once bitten, twice shy” state • Aversion towards

Victims of mind taking risk with an
unknown brand
• Have learnt the hard way the
real dangers of computer being • Willingness to pay
infected –computer loss/data the price for
loss/serious life disruption guaranteed
protection
• “Scan first” attitude;
Religious about updating

• Category endorsement as
reaction to a personal event;
agenda of preventing another
disaster

Enlightened Victim

Some of the statements made by the enlightened victims during the conversation are:

“ computer became extremely slow and was hanging very frequently…applications

do not get launched properly and the computer used to get restarted by itself all of a
sudden… it used to be a pain using the computer”
“ my computer crashed…this is my second computer and I have now bought
antivirus along with this”

“ there was important files related to my work in my laptop which were corrupted…it
made my life really difficult…now do not want to take a chance anymore”

VIGILANT

SEGMENT DEFINING ASPECTS KEY IMPLCATIONS

Vigilant • computer protection is • Belief in tried and

felt to be a positive step tested brands is core to
in the context of the vigilant mindset
leveraging the vast
possibilities of the internet, • Price by itself not the
computer usage for work criterion for choice
and fun

• attitude of the computer

being incomplete without
protection software

• realization that threats

are inevitable based on his
understanding of
computers/ internet,
familiarity with incidents
in his circles

• not wanting to wait for an

 incident to occur;

• Sense of vigilance all the

more when the same
computer/laptop is used
for serious work as well as
for fun

• also found in a section of

personal computer
purchase intenders

Vigilant
Statements made by the vigilant victims during the conversation are:

“Anyone who uses the computer for accessing the net is under threat”

“One can surf and download with a free mind when there is good antivirus
protection in the computer”

“I am sure that my system would have had viruses if I did not have protection in it”

“I cannot be always be behind my son and daughter when they use the system… this
way, I am safer”
ENDORSEMENT OF LICENSED VERSIONS BY BOTH ENLIGHTENED
VICTIMS AND VIGILANT SEGMENTS

“unlicensed might have some files missing because when a software is cracked, not
all files will get copied…un licensed cannot give good protection as licensed antivirus
software”

“ only licensed software can detect all viruses as only these will get updated
properly”

“ free antivirus versions will not be good…only the licensed ones that are bought
will be able to get updates to offer protection from new virus”

“ licensed softwares have more facilities”

“ trial and free versions will not give protection against new viruses”

“ with free versions, while detection is possible, deleting might not be possible”
NOVICE

SEGMENT DEFINING ASPECTS KEY IMPLCATIONS

Novice • protection software was part of • category relevance needs

the “overall computer package” to be reinforced in his
that he bought personal context

• No isolated decision or • it needs to be established

insistence in having this in his mind that the
software; it was the supplier presence of the
who included this and told him protection software is the
that “the computer is must have antidote for
incomplete without this” his limited
understanding,

• limited appreciation of the competence with regards

seriousness of threats ; so to computer and net

significant dread of negative usage

incidents

• lax about updating; not • Need to highlight the

inclined to renew subscription; “novice friendly”, “idiot
potential dropouts from the proof” aspects of the
category Client’s product

Novice:
Some of the statements made by the novice customers during the conversation are:
 SEGMENT DEFINING ASPECTS KEY IMPLCATIONS

Freeloaders • approaching protection • Need to make him wake

softwares more as up to the dangerous
medicines/cleaning pills threat possibilities that
rather than permanent occur anonymously
computer insulation without his knowledge
tools
• Need to establish the
• belief in reacting to “personal exclusive
incidence of viruses advantages” of licensed
through usage of free software
versions available in the
net when occurrences
are noticed

• impression that it is a
waste of money to buy
when companies are
giving free trial versions

“ I do not know much about computers and all…. I bought it for my children to help
them with their school projects and all…at the place where I bought the system, they
included the virus software also … I have not now bothered to renew”

“ It was there as part of the initial things we got with the computer…but it has not
been used much… I do not think we need to buy again now”

Free Loaders

Some of the statements made by the free loaders during the conversation are:
“Why waste money when you have trial versions to use whenever you need?”

“ As long you can access trial versions which offer solutions on that immediate
moment when you sense there is a problem with your computer, there is no need to
renew subscriptions”

DROP OUTS
 SEGMENT DEFINING ASPECTS KEY IMPLCATIONS

Dropouts • protection softwares are • Need to awaken him to

perceived to be significant the significant personal
pain in the every day usage threats beyond data loss
context - impressions of
system slowing down, scans • Opportunity to
and updates taking up too differentiate the
much time, software not Client’s product as
being able to differentiate “being lighter than
between good and bad other softwares” and
executable files “faster in scans,
updates” – light on its
• impression that if there is feet and agile
nothing major at stake in
terms of data/key personal
files in the system, then it is
worth taking the risk of not
having a protection software

• For those with the

knowhow, reformatting of
the computer is perceived
to be an effective means of
problem resolution in case
one faces such a situation

Drop outs
Some of the statements made by the drop outs during the conversation are:

“I used to have it once … then I uninstalled it… Antivirus slows the computer
significantly”

“Antivirus takes a lot of space in the computer and increases its load”

“ Antivirus consumes a lot of RAM and makes the computer very slow”

“ Antivirus will keep launching dialogue boxes and will not let us work smoothly”

SMUG

SEGMENT DEFINING ASPECTS KEY IMPLCATIONS

Smug • impression that one’s • Opening their eyes

inherent sense of caution to threat incidents
and safety is adequate for which they cannot
computer protection normally perceive

• perception that the sites • Establishing that

that one visits are safe and any activity on the
hence there is no risk net through a
computer with no
• inclination to believe that protection is a risk
once in a while surfing the activity
net is not at all dangerous

• in case of no net access,

thorough caution with
regards to use of pen
 drives etc leads to there
being no need for
protection software

Smug Segment

Some of the statements made by the smug during the conversation are:

“If you are connected with the internet, then only protection is necessary… I am very
careful in terms of what is inserted in my computer”

“ I am the only person using my computer…it is very safe as I use it only for
mailing and for social networking”

“ If I visit only secure sites, then why do I need to have an antivirus”

“ only foreign softwares like Norton are available and these can be purchased only
online and are very costly ….these must be at least 4000 to 5000 per year…it is not a
necessary expense if one is visiting only secure sites”

‘ when we have managed without antivirus for so long without facing problems, then
why opt for one now? ”

APATHETIC
 SEGMENT DEFINING ASPECTS KEY IMPLCATIONS

Apathetic • attitude of nonchalance ; • need to provocatively e

based on one’s “safe track convey the serious
record”, impression that personal consequences of
there are no immediate real computer threats
personal threats to be weary
of through one’s computer • need to dispel the “safe
activities today because safe
yesterday’ myth
• feeling that “previous
safety” is reason enough to
manage without computer
protection software

Apathetic segment

Some of the statements made by the apathetic segment during the conversation are:

“ I have managed without it for so long… so why should I buy now?”

“ they say all these things but I have not faced problems yet…so not really
necessary”

SEGRATION BASED ON THE CONSUMER BEHAVIOUR:

Drop outs

CRITICAL TASK IN ORDER TO MAKE THE CONSUMERS BE MORE

CAUTIOUS ABOUT ONLINE THREATS AND TO INCREASE THE USAGE
OF COMPUTER SECURITY SOFTWARES:

CRITICAL TASKS

FACTORS INFLUENCING SPECIFIC BRAND CHOICE AMONG CURRENT

USERS

There are various factors which consciously influence the choice of brands for
a computer protection software. Brand stature and acceptability, in the
computer protection context for the consumers is rooted in
 impressions of its effectiveness,
 credibility gathered from “personal experts “
 “neutral” credible sources

It is the sense of popularity and goodwill perceived about a brand that has
greater influence on involvement with it than factors like presence or absence
of international lineage, prestige value when it comes to the purchase of
computer protection softwares

Conviction about the brand’s expertise is thus a minimum requirement for

brand acceptance especially in situations where threat perceptions are real and
immediate.

CHOICE OF BRANDS:

When faced with choice of brands with established expertise and having to
evaluate them, the following factors find mention with weightage depending
on personal considerations

 impact on overall system performance

 pace of scanning
 speed of file updates
 repair vs. deleting of files
  The concept of bargain purchase is of relevance only when the individual is
impressed with the credentials of the brand

 Ease of installation/method of installation is not seen as a significant brand

differentiator currently

Some of the statements made by the consumers about the choice of brands are:

“ Kaspersky has the reputation of being the best… it is a big brand all over the
world”

“ Everyone uses Kaspersky these days… hence there is nothing to think about before
buying this”

“ I was using Norton before… then the SP Road shopkeeper only suggested
Kaspersky saying that thus is equally good”

“ Everyone knows about Quick heal…it must be the most widely used antivirus”

“ Anyone who you ask mentions the name of Quick heal only”

“ Positive of Quick heal is that it repairs corrupt files unlike MacAfee, Norton, Avast
which delete files instead of repairing”

“Norton is the biggest name in antivirus… I think they are the world’s biggest…you
pay for that reliability and trust when you pay 200 Rs more for Norton”

“ I let the person who comes to help with my computer problems decide which
brand to buy… he said MacAfee is very good and it was his choice”

“ shopkeeper recommended K7…he said that it was good and he will vouch for it…I
bought antivirus from him last time as well… that time I bought Norton…but he told
that this is lesser price but with no dip in quality or effectiveness… he recommended
this as a better buy”

“ came to know of K7 from the dealer…I bought the computer from him only…was
using MacAfee before…while it searches for viruses, it cannot delete all…with K7, I
feel that problem is not there”

CHOICE OF NEW BRANDS:

 There is no positive sense of adventure and excitement in making the

discovery of a computer protection brand that no one else is using in one’s
circle of significant others

They are rather more assured to buy a software which has been rcommended
by their friends/relatives.

 New brand with unknown credentials is seen as a significant risk especially in

situations
 in which the inclination to buy the protection software is rooted in
the incidence of an unfortunate event or active personal concern

A few statements made by the consumers on chosing new computer protection

brands:

“ if it is a good brand, then the news will get to you”

“ even before you see the brand advertisement and all, you get to read about
it somewhere if it is very good”

“ the best scheme for a new brand is when people who know about computers
talk about it …. That is more reassuring that a price offer for me”
“ I will definitely doubt an unknown brand of antivirus that is priced much
cheaper than the leading ones… who knows whether it is genuine, and safe…
what if it is a stripped version which can give protection only from a few
viruses”

“ I do not ever want to try antivirus that I have not heard of before or that
the person from whom I bought the computer does not know anything about”

“ I need to know that the antivirus company will be giving safety from viruses
that come up even after the day that I purchase it”

CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

The research study and analysis has helped in understanding the mindset of
Indian consumers with regard to the use of computer security softwares. The
main concern being that the number of online threats and virus infections are
on the rise.
However, the Indian consumer is clearly not very conscious about the safety
of his computer. The consumers have been segmented in to Enlightened
victims, Vigilant, Novice, Freeloaders, Dropouts, Smug and Apathetic.

The behavioural pattern is highly influenced by their experience with the

attack of viruses on their computers and not very dependent on the kind of
websites they visit.

The choice of brands is again not very reasonable. The purchase is made based
on the recommendations made by their friends and family.
There is no positive sense of adventure and excitement in making the
discovery of a computer protection brand.

The segment of computer security software is highly cluttered and there is not
a definite kind of ideal customer. Each one of them have their own
experiences and reasoning for either using or not using a computer security
software.

It would take a few more years before the Indian consumer gets fully educated
and aware of the threats faced by its computer and take protection proactively
and not reactively.

The recommendations that can be made to any computer security software

company is to firstly educate the consumers on the online threats and damges
caused by viruses and malwares. There is a very low level of awareness within
the consumers and it would be the need of the hour, in todays fast growing,
tech savvy economy, to educate oneself about the high risks that the
confidential data and computer gets exposed to everyday.
BIBLIOGRAPHY

1. Markus Jakobsson; Zulfikar Ramzan (2008), “Crimeware:

Understanding New Attacks and Defenses”, Addison-Wesley
Professional.

2. Peter Szor (2005), “ Art of Computer Virus Research and

Defense”, The , Addison-Wesley Professional
3. David Melnichuk (2010), “ The Hacker’s underground
Handbook, Learn What it Takes to Crack Even the Most Secure
Systems”, CreateSpace.

4. Kevin Lam; David LeBlanc;Ben Smith (2010) “Assessing

Network Security”, Microsoft Press

5. J. Paul Peter, Olson (2007), “Consumer Behavior and Marketing

Strategy”,
Tata McGraw Hill

6. Elizabeth Charnock (2010), “E-Habits What You Must Do to

Craft a Successful Digital Footprint”, Tata McGraw Hill

7. Preston Gralla (2002), “The Complete Idiot's Guide to Internet

Privacy and Security”, Alpha Books