final MRP

MAJOR RESEARCH REPORT
ON
“Impact of advertisement on consumer buying behaviour in
laptop industry in Gwalior region”
Submitted to:
JIWAJI UNIVERSITY, GWALIOR
Towards Partial Fulfilment of Requirement for
Master in Business Administration Degree (2013-2015)
IN
MAHARAJA INSTITUTEOF MANAGEMENT&TECHNOLOGY
(Maharajpura,Airport Road, Gwalior (M.P.)474020)
SubmittedTo: SubmittedBy:
Mrs. Shaifali chauhan Usman khan
Asst. Professor MBA IV

CERTIFICATE
This is to certify that Usman khan student of MBA IV Sem programme has
completed his major research Report entitled “Impact of advertisement on
consumer buying behaviour in laptop industry in Gwalior region” under my
guidance.
Date: Mrs. Shaifali chauhan
Place: Gwalior Asst. Professor

ACKNOWLEDGEMENT
I Usman khan express my sincere gratitude to Mrs. Shaifali chauhan for
giving me the opportunity to work under her guidance on the project report
titled topic. I would like to express my gratitude towards Mr. Achal Pillai
(Director-MIMT), Dr. Subeer Banerjee (Dean Academics) & MRP
coordinator(Mrs.Shaifali chauhan) .I would like to express my special gratitude
& thanks to faculty members and other friends for their valuable suggestion in
the execution of project preparation. I am also thankful to other staff members
who guided and helped me very kindly at each and every step whenever I
required.
I also acknowledge & convey thank to computer laboratory in-charge and
library staff for their kind and valuable support.
Date: Usman khan
Place: Gwalior MBA IV SEM.

DECLARATION
I, Usman khan of MBA IV sem of Maharaja Institute of Management &
Technology Gwalior, hereby declared that the major research project Report
entitled “Impact of advertisement on consumer buying behaviour in laptop
industry in Gwalior region” is submitted in the line of partial fulfilment of
courseobjectives for Masters of Business Administration.
I assure that this project report is the result of my own efforts and that any other
institute for the award of any degree or diploma has not submitted it.
Date: Usman khan
Place: Gwalior MBA IV SEM.

Abstract
As we are living in a world of information technology, Internet and computer play a key role
nowadays. A lot of research has been done in consumer behaviour. In this paper I have stated
about out the impact of advertisement and factors which are responsible for the selection of
laptops. Laptop market is a highly competitive market in the present scenario. Due to rapid
changes in the field of technology day by day new laptop brands comes in to existence. Sales
of laptop in Gwalior are flourishing day by day as city is increasing its size. The present
paper highlights the laptop usage in study from student’s point of view. I have collected the
data through customized questionnaire containing the various factors while choosing or
selecting laptop. My sample size was 100 and convenient random sampling was done through
it. There are 2 types of variables which were used in research, one is independent and other is
dependent variable. The independent variable is advertisement and the dependent variable
was customer buying behaviour towards laptop. Collected data was analyzed using
regressions, reliability analysis. Demographics such as gender, age and qualification were
also included. Software used for conducting analytical reliability and regression was SPSS.

Table of contents
1. INTRODUCTION PAGE NO.
1.1 Conceptual framework
1.2 Rational of study
1.3 Objectives of study
2. LITERATURE REVIEW
3. RESEARCHMETHODOLOGY
3.1 The design (Hypothesis & Questionnaire)
3.2 The sampling
3.3 Data collection methods
3.4 Tools used for data analysis & interpretation
4. RESULT
4.1 Findings & discussion
4.2 Summery of result
5. SUGGESSION& RECOMMENDATION
6. LIMITATION
7. CONCLUSION
8. BIBLIOGRAPHY
9. APPENDICES(Questionnaire, sample & any additional relevant material)

1. INTRODUCTION
1.1Conceptual Framework
Advertisement v/s Consumer buying behavior
Advertisement is the medium of passing the information for customers by different channel,
which could be as simple as telling someone the time of day. Television advertisement is a
common form of providing information where producer tells a story to others about a real
event or something made up. Visual and audiovisual are forms of advertisement that play
important roles to take a purchasing decision.
In the age of technological advancement, better communication channels are
available for advertising which influence the customer buying decision on laptop sector .Due
to this better knowledge about communication channel is beneficial for practitioners and
researchers. Every Company used different symbol for advertisement of our products and
services to attract customer. In future companies will have to face lot of challenges to
advertise our product or services because consumer choice becomes more advanced. In
addition, without using these channels and major amount of investment of our budget in this
field of advertisement no company can become a best competitor in market. (Hussainy, et al.
2008).Every companies is growing with the collaboration of mass media like ,internet, radio,
videos, television, magazine, newspaper and other print and electronic channel. According to
marketer advertising is the best communication channel for convince consumer to our
products service etc. It is best tool for creating a good image in the mind of consumer
regarding any product or services. (Abideen, farooq and latif 2011)The basic purpose of
advertising to create brand image in the mind of customer and this brand become a reminder
further he purchase relating to this product or services. (Romaniuk and Sharp 2004)
In India, Laptop industry becomes popular from last few years and their advertisement play
important role to achieve this reputation. So, effective advertising source, effective
commercial and customer decision relating to each other. Are people making their decision of
purchasing laptop after watching advertisement? Yes! Because increasing trend of
advertisement many people being attracted and purchase their favourite brand. To what
extent consumers are affected by emotional and environmental responses. After watching
commercial customer awareness increases and their happy, happy joy or sadness about a
particular brand and this information influence the purchase intensions. Laptop sector is very
profitable commerce in all over the world. Like all other countries, in India laptop sector is
also emerging rapidly day-by-day. There are different brands of laptop available in India as
DELL, HP, SAMSUNG, LENOVO, TOSHIB, APPLE, HAIER, SONY etc. Therefore,
present study evaluates the effective advertising and its influence on consumer’s laptop
buying behaviour in India. How environment of the advertisement and emotions created after
watching effective advertisement influence on consumer buying behaviour. This study is

quantitative in nature. The study will explore the problem statement and literature review
related to different aspects of the research.
PROBLEM STATEMENT - Different Advertisement medium like radio, television, internet
(face book, email), newspaper, billboard, magazine etc company using to convey our product
message. However, in India internet become a best medium as compare to other medium. In
Internet social networks, face-book and email play major role for advertisement of products.
Companies spend huge amount of fund on these advertisement strategies to promote our
product and to influence the consumer buying behaviour. Sometime advertisement fails to
convince consumer behaviour and not motivate the consumer to purchase their product due to
non-effectiveness.
Consumer decision making
Decision making is the process of choosing between two or more alternatives, Consumer
decision making may be defined as a process of gathering and processing information,
evaluating it and selecting the best possible option so as to solve a problem or make a buying
choice.
i) Develop a theoretical framework describing the trust-based decision-making process a
consumer uses when making a purchase from a given site.
ii) Test the proposed model using a Structural Equation Modelling technique on Internet
consumer purchasing behaviour data collected via a Web survey.
iii) Consider the implications of the model. The results of the study show that Internet
consumers' trust and perceived risk have strong impacts on their purchasing decisions.
Consumer disposition to trust, reputation, privacy concerns, security concerns, the
information quality of the Website, and the company's reputation, have strong effects on
Internet consumers' trust in the Website. Interestingly, the presence of a third-party seal did
not strongly influence consumers' trust.
Consumer Decision Making Process
Consumer decision making process is extremely valuable for all businesses. There are 5
important steps that a consumer makes before they decide upon purchasing a product or using
a service.
Problem Recognition
Why do people want to buy things? It’s because there is a problem, and they are looking for
the solution to their problem. This is where the marketer can do several things to make their
product or service more enticing to the consumer. If the problem is inactive, your job as a
marketer is to make that problem active.. Think of this simple equation here:
Problem = Desired State – Current State
Information Search
This part of the consumer’s decision making process is where they are looking for more
information. They search for this either internally or externally. What’s the difference
between the two? Internal search is what someone already knows, such as pre-existing

knowledge of the product or from the consumer’s memory. An external search is as simple as
the consumer going on Google to look for a product review or perhaps even video
demonstrations on YouTube.
Evaluation of Alternatives
What other options does the consumer have available to them? Some things they
will consider are effectiveness and cost. When you’re buying a new car, don’t you look into
other choices you have between other brands? The consumer can make their choice based on
attributes or attitudes.
Purchase and Outlet Selection
At this fourth step, this is where the purchase finally happens. However, where will the
consumer be buying your product or ordering your services? Will they go online or visit a
physical retailer?
Post Purchase Evaluation
This final step is somewhere a lot of marketers just completely forget about. Are you
following up with the customer after their purchase? It’s important to build a healthy long
lasting relationship with your customers. This is why you can’t leave this last step out!
1.2 Rationale of the study
The study will be focused to examine the impact of how advertisement influences the
consumer decision making for laptops. This study will provide the background of the
research area. It contains general concept of buying behaviour of customer. This study tries to
identify the effects of consumer decision making for laptop. This study will help improve the
majority of the laptop users will consider product feature at first. Laptop provider should
study on what features the users demand for.
1.3 Objectives of the study
1. To design, develop and standardize measures for evaluating the impact of advertisement
and buying behaviour.
2. To understand the context of effective advertising and its influence on consumer buying
behaviour.
3. To open new avenues for future research.

2. LITERATURE REVIEW
Doh, S.J. & Hwang, J.S,(2009), Found that prior knowledge partially moderated the
relationship between the ratio of messages (ratio evaluates the level of negative or
positive information) and the advertisement effect. Comparing the levels of consumer
expertise could mean that more experienced consumers will be less likely to rely on
peripheral cues such as personal attributes of reviewers and will concentrate on the actual
content when looking for information.
Bansal, H.S. & Voyer, P. A,(2000), State that if the tie is strong, for example the social
relationship between two friends in the offline world, word of mouth information will
have a significant influence on receiver’s purchase decision.
Herr, P., Kardes, F. & Kim, J, (1991), Agreed on this finding as their results on vividly
versus pall idly presented information showed that face-to-face communication is
perceived as being more convincing than information written down because of the
vividness of face-to-face information.
Hovland, C.I., Irving J.L. & Kelley, H.H, (1953), It was observed, that video reviews
are perceived as more honest in comparison to written online reviews. The reason for this
might be found in the trustworthiness of the source, which refers to the degree to which
the readers experience the message as valid.
Ray, S.(2009)The study highlights the adoptability of Wi-Ficonnectivity as a necessity in
Hospitality, Airlines, Schools, Colleges and various other places. It also notifies that
laptop market is boosting due to price reduction and ultra-slicks laptops.
Punyatoya ,P. This article presents a brief literature review of the concept of brand
personality and its relationship to consumer brand preference and purchase intention.
Rungchat Chompu-inwai1 and Toni L. Doolen This research focused on studying the
impact of using laptops in a required undergraduate-level engineering course at Oregon
State University (OSU) in Winter 2004 and Winter 2005.
Moses, P. et al (2008)The study focus on empowering the teachers with the latest
technology through training and concluded that laptop usage in the study as an
instructional tool is an effective media to enhance students learning.
Kay, R. H. and Lauricella, S.highlights the impact of unstructured vs. structured use of
laptops for 177 university students and revealed that structured use of laptops resulted in
significantly more time spent on note taking and academic activities.
Chew, (2012), It concludes that there is a significant correlation between Price Concern
with Customer Purchase Decision.
(Clark et, al. 2009) For companies Seek to attain consumer selection advertisement is
the best; Due to this it is an important source for practitioners and researchers.

(Etzel, Walker and Stanton 1997) sales promotion and advertising are mass-
communication tools attainable to marketers. The basic purpose of mass communication
is to minimize the cost of advertising for one person because information is reaching
many people at the same time and give opportunity for people purchasing products.
(Arens 1996) According to definitions of advertisement, it is a economic, social,
marketing, process as well as information, communication or process and judging
method. Advertiser’s basic purpose is to motivate the consumer to buying and enhance
their knowledge about specific product. Companies spend lot of money on this
advertisement sources to sustain the customer positive perception individually about their
products. The basic purpose of company to gather important data about customers for
making profile to find out same group of people for communication. Therefore, these
profiles are helpful for the research of consumer behaviour, physical, mental and
emotional behaviour toward different product used to specify their want and needs.
(Bovee, et al. 1995) It is a process by which products, services, practices, information and
ideas are continually promoted, helping by different sources to increase the afflation of
consumer via Text, spoken and visual information interpreted on media.
ResearchGap : After studying the literature review and searching different research in the
area of Laptop manufacturing companies and how people influenced by advertisement and
effective role of advertisement. Due to this reason, research conducted to check the impact of
effective advertisement on purchase intention of customer. Theoretical Framework:
After studying the literature review and searching different research it has found that there is
a gap of research in the area of Laptop manufacturing companies and how people influenced
by advertisement and effective role of advertisement. Due to this reason, research conducted
to check the impact of effective advertisement on purchase intention of customer.

CHAPTER - 3
RESEARCH METHODOLOGY

3. RESEARCHMETHODOLOGY
3.1 The design(Hypothesis & Questionnaire)
The study was exploratory in nature and survey method was used in the study.
3.2 Sampling Design
3.2.1 Population: All the people within Gwalior city region.
3.2.2 Sampling Element: Individual respondent was the sampling element.
3.2.3 Sample Size: The sample size of the study was 100 individuals.
3.2.4 Sampling Method: Non probability purposive sampling technique was
used in the study.
3.3 Data Collectionmethods
Data was collected on the basis of Self-designed questionnaires on a likert type
scale, where 1 indicate strongly disagree, 2 indicate disagree, 3 indicate neither
agree nor disagree, 4 indicate agree and 5 indicate strongly agree.
3.4 Tools Usedfor Data Analysis & interpretation
1. Reliability test was applied to check the reliability of the questionnaire with the help of
Cronbach Alpha.
2. Linear Regression test was applied on the data collected from the respondent to
evaluate the relationship between advertisement and consumer decision making.

4. RESULT
4.1 Reliability test
4.1.1 Reliability test of impact of advertisement
The SPSS 18 software was used to compute the reliability test in the current study.
Cronbach’s alpha reliability test was applied to check the reliability coefficients of
construct used in the current study in respect of impact of advertisement in the area of
laptops.
Using the reliability analysis, where number of items were 15 The result of above mention
table indicated the value of reliability was found .848 in the current study which was far
better value from the standard value which .846. Hence, It is considered that the
questionnaire which was chosen to conduct the current study is highly reliable. The result is
in line of finding of Nunnally (1978) recommended that instrument used in basic research
have reliability of about .8 or better, therefore, all the items in the questionnaire are highly
reliable.
Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items
.848 .846 15

Item Total Statistics
Scale Mean if Item
Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Squared Multiple
Correlation
Cronbach's Alpha if
Item Deleted
VAR00001 56.4000 61.673 .686 .710 .827
VAR00002 56.1400 63.102 .569 .712 .834
VAR00003 55.9600 65.509 .542 .726 .836
VAR00004 56.0200 66.796 .473 .633 .840
VAR00005 56.2200 60.298 .717 .852 .824
VAR00006 56.1600 70.382 .172 .575 .854
VAR00007 56.4000 63.592 .471 .767 .840
VAR00008 56.6400 65.909 .401 .711 .844
VAR00009 56.2000 60.408 .572 .712 .834
VAR00010 56.4800 62.459 .565 .827 .834
VAR00011 56.1800 65.742 .499 .747 .838
VAR00012 56.4200 73.759 -.049 .726 .865
VAR00013 56.2200 68.012 .373 .540 .844
VAR00014 56.2000 61.959 .594 .747 .832
VAR00015 56.0000 65.551 .610 .658 .834

4.1.2 Reliability test of consumer buying behaviour
The SPSS 18 software was used to compute the reliability test in the current study.
Cronbach’s alpha reliability test was applied to check the reliability coefficients of
construct used in the current study in respect of consumer buying behaviour in the area of
laptops.
Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha Based on
Standardized Items N of Items
.884 .884 27
The result of above mention table indicated the value of reliability was found .884 in the
current study which was far better value from the standard value which .884. Hence, It is
considered that the questionnaire which was chosen to conduct the current study is highly
reliable. The result is in line of finding of Nunnally (1978) recommended that instrument
used in basic research have reliability of about .8 or better, therefore, all the items in the
questionnaire are highly reliable.
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if
Item Deleted
Corrected Item-Total
Correlation
Squared Multiple
Correlation
Cronbach's Alpha if
Item Deleted
VAR00016 93.3000 216.296 .493 . .879
VAR00017 93.1400 211.592 .498 . .878
VAR00018 93.2800 215.961 .453 . .879
VAR00019 93.2000 215.959 .510 . .878
VAR00020 93.7000 203.684 .698 . .873
VAR00021 93.1200 215.455 .483 . .879
VAR00022 93.4000 221.102 .232 . .885
VAR00023 94.2000 204.082 .603 . .875

VAR00024 93.9000 203.847 .655 . .874
VAR00025 93.3000 220.133 .351 . .881
VAR00026 93.6800 214.916 .413 . .880
VAR00027 93.7800 205.196 .655 . .874
VAR00028 93.1000 229.806 .025 . .886
VAR00029 94.1600 218.464 .308 . .883
VAR00030 93.3600 216.725 .567 . .878
VAR00031 93.4200 221.391 .304 . .882
VAR00032 93.8000 210.857 .553 . .877
VAR00033 93.3800 214.200 .514 . .878
VAR00034 93.4000 218.694 .429 . .880
VAR00035 93.4600 216.498 .531 . .878
VAR00036 93.7800 207.440 .659 . .874
VAR00037 93.8600 217.225 .437 . .880
VAR00038 93.5800 217.147 .278 . .885
VAR00039 93.8000 226.694 .091 . .887
VAR00040 94.4000 220.980 .191 . .887
VAR00041 93.8600 218.898 .279 . .884
VAR00042 94.3600 202.929 .744 . .871

4.2 RegressionAnalysis
Impact of advertisement on consumer buying behaviour
There is no cause & effect relationship between advertisements & consumer buying
behaviour Simple regression test was applied between advertisement & consumer buying
behaviour. Here, advertisement was taken as independent variable and consumer buying
behaviour was treated as dependent variable.
The table of model summary indicated the value of R2 which was found to be .050,
indicating that advertisement as independent variable explained 50% variance on
Consumer buying behaviour as dependent variable.
ANOVAb
Model Sum of Squares Df Mean Square F Sig.
1 Regression 1204.523 1 1204.523 5.122 .026a
Residual 23045.587 98 235.159
Total 24250.110 99
a. Predictors:(Constant),advertise
b. DependentVariable:CBB
The goodness fit for the model was tested using ANOVA Table and the F value was found to
be 5.122 at the significant level .026a indicating that the model is showing good fit and
appropriate for future prospective.
Model Summary
Model R R Square Adjusted R Square
Std. Error of the
Estimate
1 .223a
.050 .040 15.33490
a. Predictors:(Constant),advertise

Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 68.986 13.276 5.196 .000
advertise .491 .217 .223 2.263 .026
a. DependentVariable:CBB
Regression equation is. Y=A+BX
Y=68.986+.223X
Where.......Y = consumer buying behaviour (dependent variable)
X= Advertisement (independent variable)
The result of coefficient table , indicated the contribution of independent variable on
dependent variable was tested through the beta value .223, which was tested through
the t value was found to be 2.263 at .026 level of significance . Hence, the null
hypothesis is not accepted which was there is no impact of advertisement on consumer
buying behaviour therefore this model implies that independent variable that is
advertisement is making an impact on consumer buying behaviour which is dependent
variable.

Summary
The study has been divided in 5 chapters. The first chapter of this study was introduction
which divided in to 4 sub parts conceptual frame work, review of literature, rationale, and
objectives. In conceptual framework all definitions and introduction about the topic were
written. In review of literature all research related to the study have to be written which have
been done previously. Rationale helps to understand the need and importance of the study.
The next part was objectives which include all the object of this research.
Second chapter is research methodology which includes sample size, what type of sampling
technique that has been adopted. Like this research was causal in nature and was include the
sample size of 100 respondents , then tools for data collection which include that data was
collected through self designed questionnaire for online advertisement and consumer decision
making, then tools for data analysis shows that which type of test has been applied.
Third chapter is result and discussion. In this chapter, the reliability for questionnaire was
measured through the reliability statics. Linear Regression test was also applied to find out
the cause and effect relationship between variables.
Fourth chapter of study is implication and suggestion.
Fifth is summary and conclusion.
In the end references and annexure.

CHAPTER - 5
SUGGESTION & RECOMMENDATION

5. SUGGESSION& RECOMMENDATION
Recommendation
 The survey represents customers who purchase products on the basis of advertisement
of Gwalior city only. The result may not be suitable to generalize for the entire
country.
 A complete list of customers was chosen through non purposive/judgmental sampling
techniques and was used, utmost care was taken during selection of the sample was as
nearly randomized as possible.
 The study can be used by different researchers to evaluate the different factors by
different prospective.
 Sample of only 100 respondents was taken in this study. Further study could be
carried out using larger sample to ensure generalization of result.
 This study has been done on the customers who make purchasing through the use of
some specified advertisement. It is suggested that if this study can be replicated by
including more users then more variety of results can be obtained.

6. LIMITATION
1. Inappropriate sample size: In this study, I have taken sample size of only 100
respondents which is not appropriate enough as compare to the size of the city. If the sample
size will be close to 200 or more than this, than we get more accurate result of this research.
2. Lack of awareness: If we talk about awareness of people are living in Gwalior region.
They are not very much aware about the laptop and their importance, because now a day’s
maximum number of peoples is from nearby villages so they are not very much aware about
the new technology and importance of the laptop too.
3. Limitation regarding analysis: Due to limited resources and time, a deeper statistical
analysis like analysis of variance, rank correlation could not be carried out.
4. Respondents were reluctant to share their experience accurately.
5. Few Customers are hesitate to deliver some information due to the time wasted in the
providing the same.
6. Due to time constraints it is not possible to cover vast area. So that survey has limited to
nearby in Gwalior region.
7. Findings of the study are on the basis of the information provided by the respondents.

7. CONCLUSION
 After using the SPSS it was found that the reliability of advertisement and consumer
buying behaviour questionnaire was highly reliable.
 By applying factor analysis, we found out that the sample size was adequate to carry
out the further study.
 In the regression test we found that independent variable and dependent variable
have a significant cause and effect relationship.
 In the study we found that impact of advertisement is contributing significantly in the
consumer buying behaviour for laptops.

8. BIBLIOGRAPHY
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Shapley et al., 2010. Laptop use and students achievement, Literature Review (2010),
Digital Education Revolution NSW, PP 13.

9. APPENDICES
Questionnaire
Dear Sir/Madam,
I, Usman khan, student of MBA 4th Semester, from Maharaja Institute of
Management & Technology Gwalior, I am undergoing a major research
project. You are requested to kindly fill the questionnaire on a scale of 1 to 5
where 1 indicate strongly disagree, 2 indicate disagree, 3 indicate neither
agree nor disagree, 4 indicate agree and 5 indicate strongly agree. The
information so collected will be used strictly for academic purpose only.
PART I-
1. I discuss the prices of products offered by advertisement of laptop.
1 2 3 4 5
2. I discuss the variety of the products offered by advertisement of laptop.
1 2 3 4 5
3. I want others to recognize laptop advertisement as an important information
source.
1 2 3 4 5
4. I usually try to look for new advertising messages related to laptop.
1 2 3 4 5
5. I try to collect as much information as possible on it through advertisement
while purchasing.
1 2 3 4 5
6. I transmit to somebody the information I found through advertisement.
1 2 3 4 5
7. The information I found through advertisement may provide specific benefits to
others.
1 2 3 4 5
8. I will recommend to my friends and relatives through advertisement.
1 2 3 4 5
9. When I compare the laptop companies, advertisement play an important role.

1 2 3 4 5
10. The information I found through advertisement may be helpful in solving
someone’s queries about a particular product or service.
1 2 3 4 5
11. I really like collecting interesting information and recommending to my friends
for laptop.
1 2 3 4 5
12. Advertisement given by celebrities play a key role to increase sale volume of
particular product.
1 2 3 4 5
13. Advertisement of particular product mostly attracts the customer to purchase.
1 2 3 4 5
14. Advertisement is the good source of information.
1 2 3 4 5
15. Advertisements are responsible for success of an organization.
1 2 3 4 5
PART II-
1. Price is an important factor for me while purchasing a laptop.
1 2 3 4 5
2. Appearance of laptop affects me while purchasing it.
1 2 3 4 5
3. I give more emphasis on those laptops which have high durability.
1 2 3 4 5
4. Brand image encourage me a lot while purchasing a laptop.
1 2 3 4 5
5. Long warranty period of laptop is a primary concern for me while purchasing a
laptop.
1 2 3 4 5

6. I purchase a laptop as necessary tool for education purpose.
1 2 3 4 5
7. I purchase a laptop when new technology of it comes in the market.
1 2 3 4 5
8. I prefer online stores for purchasing a laptop.
1 2 3 4 5
9. I prefer retail outlets for purchasing a laptop.
1 2 3 4 5
10. I prefer company showroom for purchasing a laptop.
1 2 3 4 5
11. I always take purchasing decision regarding laptop itself.
1 2 3 4 5
12. I get influenced by my friends’ suggestions about laptop.
1 2 3 4 5
13. I get influenced by my family’s suggestions about laptop.
1 2 3 4 5
14. Celebrity endorsement attracts me to purchase laptop.
1 2 3 4 5
15. I prefer those points of sale that provide me different kinds of brands availability of
laptop.
1 2 3 4 5
16. I prefer those points of sale which is not very far from my vicinity.
1 2 3 4 5

17. Discount on particular laptop attracts me more to purchase it.
1 2 3 4 5
18. I prefer domestic brand over the international brand while purchasing a laptop.
1 2 3 4 5
19. I prefer international brand over the domestic brand while purchasing a laptop.
1 2 3 4 5
20. I get influenced by the frequency of advertisement of a particular laptop.
1 2 3 4 5
21. I get influenced by the user reviews about laptop on the websites, T.V. or other
source of information.
1 2 3 4 5
22. I get influenced by the critics’ reviews about laptop.
1 2 3 4 5
23. I get sufficient information to take decision for purchasing of laptop.
1 2 3 4 5
24. I am not very much influenced by the advertisement of laptop.
1 2 3 4 5
25. I purchase a laptop without considering Promotional and discount offers.
1 2 3 4 5

26. Celebrity endorsement does not attract me to purchase laptop.
1 2 3 4 5
27. Generally I don’t go with the online purchase of laptop.
1 2 3 4 5
PERSONAL INFORMATION OF THE RESPONDENT
NAME: ________________________________________________________
GENDER: ______________
AGE ⃝ below 18 ⃝ 19-25 ⃝ 26-35 ⃝ 36-50 ⃝ Above 50
Occupation ⃝ Private ⃝ Business ⃝ Govt. Service ⃝ Student ⃝ Housewife
⃝ Retired

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