RAGH RR

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A Study on Perceived Behaviour of Students on Laptop
Purchase Decision.
Submitted to
LOVELY PROFESSIONAL UNIVERSITY
Master of Business Administration
FACULTY OF BUSINESS & APPLIED ARTS
LOVELY PROFESSIONAL UNIVERSITY PUNJAB
Submitted By :Raghavendera (11506176) Submitted To : Dr Pardeep Bawa
Poonam Klair (11509730)
Sachin Dawar (11509354)
Anish Kumar (11509390)
Gopi Ram (11509080)

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CONTENTS:
S.No Particulars Page No.
1 Abstract 3
2 Need and Objectives of the Study 3
3 Identification of Variables 4
4 Research Methodology 4-5
5 Statistical Tools Used 5-10
6 Findings 10- 13
7 Conclusion and Suggestions 14
8 References 16

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ABSTRACT:
The laptop Industry is growing at a very fast rate because of changes in work life of
consumers. As the need for "anytime anywhere" access to information is increasing, the sale
of laptops is also increasing. Ease of use, longer battery life, mobility, ability to multi-task,
instant on/off and substantial breadth of applications available have caused rapid growth and
change in demand patterns. The ease of use and multi-task ability is driving enterprises to
experience laptop in workplace rather than traditional PCs. This study will help marketers to
know which factor influence the buying behaviour of customers. In different stages of laptop
purchase decision making and perceived impact of WOM on purchase behaviour. The study
will establishes the crucial role played by the various factors namely: price, features, friend’s
referrals and Inter-personal Influence during purchase of laptops.
KEY WORDS: Price, Word of Mouth, Features, Consumer Purchase Decision Making,
Referrals, Interpersonal Influence.
I. ABOUT INDUSTRY
The introduction of computer technology has transformed the lives of the humanity in general
with the speed, quality and density with which the information is being transferred, retrieved
and stored resulting in enhancing the efficiency and effectiveness. Mobile computing has
become highly popular in the last decade, and advances in computer and mobile device
technology allow users to meet their computing needs from every place at any time.
Following the success of desktop computers, laptop computers have become highly popular
as portable versions of desktops with the full functionality of desktop computing and the
portability that allows users to carry them anywhere. Laptop market is going flourish in India.
The need for anytime-anywhere access to information is pursing laptop demand in the market
due to their convenience in terms of portability, flexibility and adaptability. In every field of
life like, hospitality, railways, metro trains, corporate houses, academics, professionals etc.
laptops are current day demand that simplify work and life as well. It contributes towards the
upliftment of performance, work easiness by introducing the home office concept and
provide a creative insight for the work. India’ developing economy notifies positive impact of
this technology and continuously moving towards growth. Initially laptop market started
functioning as a niche market but now it has various market segmentations as per their

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market demand. The laptop is a high value/high involvement product. It involves the target
consumer’s interpretation of the product features, price, services, promotional offers,
warranty/guarantee, usage, benefits and also about the manufacturing organization for the
consumer. Therefore, the first and the foremost challenge facing the manufacturers are to
consolidate the all factors regarding laptops in the minds of the consumers. This calls for
increasing the value proposition and excitement of the brand by incorporating newer and
newer features in the laptops.
1.2 Major Players:
Figure I: Showing Major Players of Laptops
The major players usually provides good service support, well-executed documentation and
driver downloads that will remain available for many years.
1.3 India Laptop Industry Current Scenario

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At Present Brands like Apple, Dell, Sony, Hp, And Toshiba Are Being Regarded As The
Most Preferable Options When It Comes To Laptops. However, Other Companies Like
Samsung Are Also Making Their Mark. Indian Companies Such As Wipro Have Some
Takers As Well.
1.4 Top Laptop Brands in India
A) Apple
Apple is one of the leading laptop brands in India well known for its opulence in terms of
both software and costs involved. Its most preferred models are MacBook, MacBook Pro, and
MacBook Air. However, its customer service is a problem area and this makes it a brand that
is hard to maintain.
B) Lenovo
Lenovo has always been known for its capability to withstand rough usage. Users also like it
for its wide screen. Its most prominent ranges are ThinkPad, Essential, and IdeaPad.
Following are the various Lenovo laptops available in the market:
1. Lenovo G Series G410 204952Q
2. Lenovo Y Series Y410 775788Q
C) Dell
When it comes to graphics Dell leads the way. The Inspiring range has performed really well
in India and the Studio Series has been doing commendably as well. Following are its leading
models:
1. Dell Inspiron 14
2. Dell Studio XPS 13

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3. Dell Inspiron 15
4. Dell Studio XPS 16
5. Dell Studio 17
D) HP
HP laptops are well known for their efficiency along with light weight and bright screens. Its
Pavilion range has been extremely successful in India. Following are its most prominent
models:
1. HP Pavilion DV6516TX
3. HP Pavilion DV2401TU
5. HP Pavilion DV9502AU
9. HP Pavilion DV9223
II. REVIEW OF LITERATURE
By Raghavendra Kumar:
[1] Nasır and Yoruker (2006) Has Found That There Are Seven Factors Which Influence
Consumers’ Laptop Purchase Decisions. These Factors Can Be Stated As Follows: Core
Technical Features, Post Purchase Services, Price And Payment Conditions, Peripheral
Specifications, Physical Appearance, Value Added Features, And Connectivity And
Mobility. On The Other Hand, Stayers, Satisfied Switchers And Dissatisfied Switchers
Demonstrate A Significant Difference Only In One Factor: Price And Payment Conditions.
The Results Show That When Compared To Stayers And Satisfied Switchers, Dissatisfied
Switchers Give Less Importance To Price And Payment Conditions Related Factor.
[2] Kanwar (2012) mention that People Who Are Using And Owning Laptops Introduction
Years Of Computers, Today They Have Been Used By Almost All Age Groups, And By

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Both Males And Females, And The Gap Between Age Groups And The Gap Between Males
And Females With Respect To Computer Usage/Ownership Decreases. Furthermore,
Consumers’ Desire For Portable And Attractively Designed Pcs Forces The Companies To
Produce Laptops/Notebooks. In Addition, Extended Battery Life, Price Cuts, Prevalence Of
Home offices, And Integrated Wireless Networking Also Cause To The Increased Sales Of
Laptops. On The Supply Side Of The Market, The Companies Try To Make Profit And Even
Survive In A Highly Competitive Environment.
[3] Iqbal (2012) attempted to the aim of this study was to investigate how retailer influence
brand image of laptop brands and to explore how age and gender influence consumers
perception. Before the main findings are presented it is important to understand that this
quantitative study like any other quantitative study is subject to certain limitations. Firstly the
generalization of this study is only possible for the Swedish market and neighbouring
Scandinavians countries which share similar socio-economic characteristics as Sweden. Also
the respondents of the study are not general consumers, they are highly educated university
students and therefore this study is limited to a certain segment of the market which has some
know-how of laptop brands and retailers used in the study.
[4] Mohan (2013) is defined as In This Study Two Main Factors Have Been Identified,
Namely First Factor Is Efficiency and Performance; Second Factor Is Model Portability.
These Two Factors Define The Seven Features Of Laptop Identified In This Research.
Laptop Brands Can Plan Marketing Strategies And Promotional Activities Focussed On
These Seven Features And The Two Factors To Attract Customers To Their Brand.
[5] Dhal (2015) In Present Marketing Scenario, The Study Of Consumer Behaviour Has
Become Essential. Consumers Are The Kings Of Markets. Without Consumers No Business
Organization Can Run. Customer Behaviour Study Is Based On Consumer Buying
Behaviour, With The Customer Playing The Three Distinct Roles Of User, Payer And Buyer.
Consumer Buying Behaviour Has Become An Integral Part Of Strategic Market Planning.
Through This Study We Can Draw The Conclusion That The Customers Are Interested On
Service And Feature Are The Most Important Dimension To Purchase A Laptop. Apart From
This Point the Customer Also Specifies Other Eight Dimensions Are DVD Drive, Fashion
and Trend, Design and features.
By Anish Kumar:

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[1] Li.P (2010) pointed out; some Factors Which Affect Students‟ Decision Making On
Buying Products Online or In Retail Shops Were Initially Defined. These Factors Include:
Price, Convenience, Efficiency, Product Range, Service And Safety. Most Literature Shows
That Online Price Is Normally Cheaper Than Retail Price. Also Online Shopping Makes The
Consumers‟ Purchasing More Convenient And Efficient. People Can Search Products Online
More Quickly and They Can Find Much Wider Product Ranges Then In Retail Shops.
However There Are Still Some Disadvantages For Online Shopping. People Can Get Better
Service In Retail Shops Because Staff In Retail Shops Can Give Advice And Help. Another
Weak-Point For Online Shopping Is Safety. There Are Still Lots Of Consumers Who Are
Afraid Of The Safety Of Online Payment.
[2] Taneja (2012) Has Studied About Laptop Choice Which Is Dependent On Personality
And Gender Of The Person. Relationship Has Been Found Between The Personality And The
Brand Of Laptops Possessed. Also, There Seems To Be A Dependency Between The
Personality And Buying Behaviour.
[3] Arasu (2013) The Reason For Some Of The Parameters Like Configuration Specs And
The Price Of Laptops Not A Major Factor Is Because The Major Brands That Offer Deals At
Our Campus Do Not Differ By Much In Terms Of These Parameters. Hence The Respondent
Is More Sensitive Towards The Other Differentiators. Therefore The Brands Those Are Able
To Maintain The Best Configuration Fit With Consistent Performance, Innovating With Their
Designs To Create Competitive Differentiating Factor At Affordable Price Range Will Rule
The Buying Decisions Of Students.
[4] Arora (2014) Integrated That The Number Of People Who Are Using And Owning
Personal Computers (PC) Substantial Increases In All Over The World. Adverse To The
Founding Years Of Data Processors, Today They Have Been Applied By Nearly All Age
Groups, And By Both Males And Females. Furthermore, Consumers’ Desire For Portable Pcs
Forces The Companies To Produce Laptops/Notebooks. In Such Event, It Becomes
Exceedingly Important To Determine The Agents That Are Influencing Consumers’ Purchase
Decisions. The Customer Base Of A Society Is Comprised Of Its Current Customers And
Those Customers Who Are Acquired From Competitors Can Be Either Satisfied Switchers
Or Dissatisfied Switchers. In This Work, It Has Been Found That Features, Price, Services,
Guarantee/Warranty, Dealer’s Dealing and Promotional Offers/Advertisement, All These
Elements, Influence Consumers’ Laptop Purchase Decisions. In Order To Improve The

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Market Share, Companies Should Provide Better Featured Laptops And Should Work On
Price Strategy, Easy Availability Of Laptops. In Order To Retain The Market Share And
Improve The Market Share, Marketers Should Also Find Out Their Loopholes, Especially
They Should Work On Quality Aspect And Services Aspect On Their Branding. The
Marketers Should Also Plan And Make Strategies In Order To Tap The Consumers From All
Segments.
By Sachian dawar:
[1] Hoskins (2005) The Review States That The Preference For Laptops Are Being Replaced
By Notebook And This Has Become The Emerging Trend Due To Various Reasons Like
Less Price , Affordability , Portability Etc. Another Reason For The Preferences For Laptops
And Computers Is The Internet, Which Acts Like A Second Teacher With Collective
Knowledge On This Planet. Even Parents Consider This As The Perfect Knowledge For
Learning. There Is Various Determinants On Which They Go For The Laptops. Those
Factors Are Like Portability, Convenience, Toughness, Powerfulness, Sturdy, Connections
Size, Technical Specs, Battery Life, And Price And Laptop Security.
[2] Sharma (2012) Experienced That 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 And By Mean Of This They Can Contribute A Lot For The Nation.
[3] Kasisomayajula (2013) This Article Is Done In Order To Find Out The Performance Of
LG IT Products Among Its Competitors As Hyderabad Is A Fast Developing Metropolitan
City Always Buzzing With Activities The Rate Of Towards Electronic Product Is High And
They Prefer Customers, The Best Too. Any Business And All The Related Activities Revolve
Around The Customers Only. Customer Satisfaction Can Be Achieved Only By Offering
Better Quality Products Backed Up By Performance And Better Services. This Can Be
Satisfied By Designing The Products In Such A Way That Is Suits The Wants And
Preferences Of The Customer.
[4] Adithya (2013) Found That According To The Study, There are 8 Important Facts That
Helps Student To Make Decision Regarding Purchase Like Hardware, Design, Offer, Brand,
Original Software, Components, Advertisement And Innovation. The Desktop And Laptop

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Purchases Are Not Related. It Means Students Having Desktop May Or May Not Purchase
Laptop. Friends Play a Major Role Making Purchasing Decision of Laptop As 89% (178) Of
Respondents Say That Friend’s Suggestions Are Helpful in Deciding Brand and
Configuration.
By Gopi ram:
[1] Tania (2009) This Study Has Provided Factors Can Be Stated As Follows: Branding,
Technical Features, Special Features, Values And Mobility. On The Other Hand, Male and
Female Consumers Demonstrate A Significant Difference in Two Factors: Branding and
Mobility. From The Managerial Perspective, The Findings Of This Study Imply That When
A Consumer Decides To Buy A New Laptop, The Company Should Consider The Type Of
Customers, Their Purpose And The Characteristics. However, Since All Consumer Groups
(Male And Female) Find Branding And Mobility Extremely Important, These Features
Should Be Emphasized In Advertisements. This Research Finding Can Also Benefit Laptop
Providers Who Would Want To Reach Out The University Teachers As Their Targeted
Market. This Study Recommends Companies To Invest In Technology Through R&D And
Create Differentiation At Utmost Level. This Research Has Been Limited To Laptop Sector
And The Factors Influencing Consumers’ Purchase Decisions In This Market, Since Sectorial
Differences Play A Vital Role, It Is Also Recommended To Replicate This Study In Distinct
Sectors.
[2] Sudhakar (2011) Stated that The Opinion Of Students Regarding Laptops Perception. All
Companies’ Features Are Not Satisfying The Students Needs Like Weight And Quality Of
Adapter, Advanced Features Are Lagging Etc., And Innovative Measures Has To Be Taken
To Reduce The Heat Of The Laptop And Battery Back Up Has To Be Improved.
[3] Taneja (2012) Has Studied About Laptop Choice Which Is Dependent On Personality
And Gender Of The Person. Relationship Has Been Found Between The Personality And The
Brand Of Laptops Possessed. Also, There Seems To Be A Dependency Between The
Personality And Buying Behaviour.
By Poonam:
[1] Solayappan (2009) the Research Has Shown That Branded Computers Play A Prestigious
Role In The Students Segment. Due To The Computer World Everything Is In The Hands Of

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The Students. All Categories Of Students Expect After Sales And Service. Being Offered
Proper and Prompt Service, the Customers Really Feel The Value Of Branded Computers.
They Are Satisfied With Their Brand And They Also Turn To Be Opinion Leaders. This
Research Shows That Student Segments Require Quality As Well As Service; These Factors
Will Promote The Branded Computers. If The Marketer Wants To Defeat The Competition,
They Should Provide Qualitative And Original Products. When The Customers Enjoy The
Value Of The Product, And Start Using The Branded Computers They Become Surrogate
Buyers. Professional Students Are Happy With Guarantee And Warrantee Of The Product.
The Marketer Can Give Guarantee and Warrantee As Per Buyer’s Expectation. If Any
Physical Damage, Short Circuit Happens, The Marketer Can Fulfill The Needs And Wants
Of The Customers. Availability Of Components And Products At The Right Time Ensures
Time Value For Customers. In Case Of Non-Availability Of The Product, If The Customers
Are Made To Wait For A Longer Time, They Will Turn Out To Be Mercenary Customers.
[2] Melville (2010) Students Are Concerned About Every One Of These In Their Laptops.
The Most Prominent Brand On Campus Is Apple, Followed By Dell And HP. There Is A
Small Group Of Toshiba And Acer Users, However, Three Quarters Of Franklin Pierce
Students Use Apple, Dell, Or HP Laptops. Both Apple And Dell Users Were Satisfied With
The Tech Support Found Here At Franklin Pierce. Though There Is A Small Group Of
Toshiba Users, The Majority Of Them Were Very Satisfied With The Tech Support. Acer,
Asus, and Sony Users All Were Neutral In Terms Of the Tech Support. HP, However, Were
the Least Satisfied Users Here At Franklin Pierce. Over 95% Of The Students At Franklin
Pierce Would Agree WIFI To Be An Important Feature With A Laptop. As This Campus Is
Gaining More WIFI Hotspots, It Will Become More Convenient For Students To Have WIFI
Capabilities; It Could Be Expected For Students To Have WIFI In The Future.
[3] Nath, Vikas And Goswami (2010) Promotion Of A Brand Can Address Price/ Costs,
Tangible Brand Attributes Or Intrinsic Brand Attributes (Equities). As Purchasers Consider
The Tangible Product Features In Concert With Brand Equity (And Price), They Arrive At A
Set Of Products In A Category Which They Will Consider For Purchase (I.E. their
Consideration Set). Thus, A Brand's Equity Is Dependent On Effective Communications To
The Target Market(S) And Brand Equity Can Be Improved To Some Extent With Improved
Effectiveness Of Communications One Part Is Due To The Physical And Readily Identifiable
(And Replicable) Features Of The Brand That Delivers Specific, Tangible Benefits To The
Buyer, Thus Impacting Purchase Choice. These Are The Tangible Product Features. The

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Second Part Is Due To Some Perceived Intrinsic Value Associated With The Brand Name
Due To Such Things As The Image Transferred To The Buyer, Trust, Longevity In The
Marketplace, Social Responsibility, Consistent Performance, And So Forth (I.E. The
Intangibles), and Impacting Purchase Choice. The Third Component Is The Price/Cost Of
The Product.
III. NEED AND OBJECTIVES OF THE STUDY:
Customers are very conscious about price and brand image of laptop which affect their own
social image because they both are help to create a level of satisfaction in consumers mind
which influence the demand of laptops. This study help marketers to innovate new product
according to customer need and word of mouth has been recognized as the most influential
source of product information for consumers. It will also help the marketers to project the
perceived impact of such word of mouth on their purchase behaviour.
3.1 Objectives of the Study:
1. To find out the satisfaction level of laptop users regarding price.
2. To find out the perceived impact of WOM on laptop purchase decision.
VI. IDENTIFICATION OF VARIABLES:
A. Brand Image
B. Price
C. Features (Design, Quality, Weight, Battery Backup, Durability, Hard Disk
Capacity, Wi-Fi, Processor Speed, Graphics, and Screen Size Etc.)
D. Purpose of Use
E. Social Image Associated With Brand
F. Friend or Family’s Referral
G. Reliability on Sources of Purchase
H. Brand Ambassador
I. Budget For Laptop
J. Availability of Service Station
K. WOM

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V. RESEARCH METHODOLOGY:
Primary data was collected through a structured questionnaire distributed among students of
Lovely Professional University, Phagwara (Punjab). The questionnaire contained multiple
choice questions as well as it also consist of various parameters that were identified for
analysing the purchase behaviour of students towards laptop. The study was conducted in two
phases. In first phase, about 75 students owning laptops were identified having strong
attachment with families and friends and little knowledge about various components of
laptops. From this data, 60 questionnaires are shortlisted for research and further calculation.
5.1 As brand loyalty and consumer’s trust reflects the customer base of the company which is
related to its performance this study attempts to explore the perception of customers in
respect to the brand image for lap top which they are using. The entry of various brands, the
quality and efficiency of lap tops provided by industry and the promotional attempts and
adding diversification in lap tops features of these companies has changed the taste of the
people in India. In respect to customer services and product offered there are notable
perceived differences. Hence this comparative study on products provided by the different
companies looks for bringing out the differences between the perceptions of the customers
regarding different brands. This study is descriptive in nature.3.1 research design
This study is descriptive in nature. The quantitative technique will be used to collect the data
by conducting the survey with the help of structured questionnaire.
5.2 Sampling technique
The samples will be drawn from lovely professional students. The sampling technique
followed will be convenience quota sampling. Sample would be chosen from the students
purchasing lap tops as per their perception.
5.3 Selection of test items
In order to test the hypotheses formulated for the study a self-structured questionnaire. Was
constructed as per the insight of the researcher and literature review. Sample size consists of
60 respondents as there was time constraint.
5.4 Sample size

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The subjects for the study was 60 students from the university from different disciplines
during the academic year 2014-2015. Simple random sampling technique was observed to
give equal opportunity to every person irrespective of gender and discipline. All the subjects
belonged to LOVELY PROFESSIONAL UNIVERSITY and their age regarding between
twenty to twenty six years
VI. STATISTICAL TOOLS USED
6.1 Identification of Variable:
A variable is an object, event, idea, feeling, time period, or any other type of category which
help to measure significance, satisfaction, level of risk. During this research variables are
taken like brand image, price, features, purpose of use, social image associated with brand,
friend or family’s referral, reliability on sources of purchase, brand ambassador, budget for
laptop etc.
6.2 Questionnaire Formation on Selected Variables:
The questionnaire is framed on the basis of shortlisted variables on nominal as well as ordinal
scale, they are non-metric scales in nature and non-parametric test was applied as well as on
metric scale and para-metric test is applied.
6.3 Data Entry and Calculation:
The research is being done on the perceived impact of students on laptop purchase decision
on various parameters questions are based on five point likert scale to examine the various
parameters like satisfaction, risk or trust, etc. the total number of respondents are 60 thereby,
data were feed on SPSS and Z test was applied with the help of SPSS.
7 FINDINGS:
7.1 Satisfaction Factors for Laptop Users:
The price is one of the most important variable to find out satisfaction level of laptop user,
the respondent were asked to rate the satisfaction level of laptop price on five point likert
scale (viz. Highly Satisfied, Satisfied, Neutral, Dissatisfied, Highly Dissatisfied.)

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In order to understand effect of WOM , the respondents were asked to select the relation
influencing more while making purchase division, they have to identify the relation (viz.
parents, brother/sister, friends, peers, personal influence) on nominal scale secondly, the
respondents were asked to rate the level of risk involved in making purchase decision by
referring friends and family (viz. Highly Risky, Less Risky, Moderate, Very Less Risky,
Negligible Risky) to rate the level of risk and trust on five point likert scale. Z test was
applied here and hypothesis framed were as follows (Table I):
Table No I Showing The Statements of Hypothesis:
S.no Null Hypothesis Statement
H0 I H0 The perceived satisfaction for price is insignificant.
H0 II H0 The perceived impact of trust by WOM is insignificant.
Table II Showing One Sample Statistics & Sample Test
Factor Mean Z-Value Sig. SD
Price 2.1167 -4.636 0.000 .64022
WOM (Trust) 2.9500 3.615 0.001 .96419
(At 0.05 Level of Significance)
7.2 Satisfaction Levels of Price:
Z Value for this factor is -4.636 with 59 degree of freedom and mean value is 2.1167 P value
is 0.000 and the level of significance is 0.05 which exceeds the P value thereby rejecting the
null hypothesis in favour of alternative hypothesis i.e. the perceived satisfaction for price is
significant
IMPLICATION:
Customer buying decision is a series of choices but price is playing a major role. Consumers
are always consider price factor before making a purchase. According to our survey the
perceived satisfaction for price is significant, it means that there is a significant effect of price
on buying behaviour of customers, by using this information, the marketers able focus on
price of laptop because it is main factor which affect the purchase decision of consumer and
this survey also reveals that average budget of the customers for buying laptop lies mostly

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between 30000-40000 it means the marketers must set the price accordingly to increase the
sales.
7.3 WOM:
Z Value for this factor is 3.651 with 59 degree of freedom and Mean value is 2.9500; p value
is 0.001 and the level of significance is 0.05 which exceeds the p value thereby(table II),
rejecting the null hypothesis in favour of alternative hypothesis i.e. the perceived impact of
trust by WOM is significant.
Table III Showing Referrals used in laptop purchase Decision Making
Trust Frequency Percentage (%)
Parents 12 20
Brothers/Sisters 14 23.33
Friends 26 43.33
Personal 8 13.33
Total 60 100
Table IV showing the perception of respondents on various level risk for referrals
Impact factor Frequency Percentage %
Highly risky 4 6.66 %
Referrals used in laptop purchase Decision
Parents Brothes/Sisters Friends Pesonal

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Less risky 11 18.33 %
Moderate risk 28 46.66 %
Very less risk 14 23.33 %
Negligible risk 3 5%
Total 60 100
IMPLICATION:
From Table III and IV we can interpret that respondents are considering their friends in
majority. They are feeling less risk by using referral of family and friend before making
purchase decision as compare to personal point of view, but the risk level is also moderate.
People are spending time to get all the information about the brand and features at their home
with the help of referrals and it is easy to gather information by taking opinion of their friends
and relatives.
The marketers should focus on technical support and services because it will help them to
create customer satisfaction and the previous customers’ referrals will help them as an
influencing medium for new customers which is the concept of WOM.
VII. CONCLUSION AND SUGGESTIONS:
The results show that the price of laptop is an important factor which highly influence the
purchase behaviour of the customers. Hence the marketers must plan the strategies according
to that and must regulate the price of the laptop considering the budget of the customers as ,
from the research it has been found that mostly the budget of customers lies between 30000-
40000 therefore the price must be set according to that to gain maximum satisfaction of the
customers.
The results also show that the perceived impact of laptop purchase decision is more
influenced by the families and friends of the customers. The majority of customers use
referrals before purchasing their laptop. People think that trust is the most important thing
while making decision although the level of risk is moderate. Companies need to generate
trust about their products and services and capture the potential customers through WOM
they have to plan a proper customer service for their existing customer because they are the

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one who influence new customers as well as company should retain existing ones through
such advertisements endorsing USP like trust .
IX. LIMITATIONS:
 The scope of generalization is limited because of use of convenience sampling.
 Small Sample size because of constraint of time and resources and target population being
students.
 Respondent’s (students) feedback being influenced by friends so reliability of results is
limited.
It was restricted area to Lovely Professional University
 The consumer behaviour varies according to different laptop brands

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X. REFRENCES:
[1] Arora P. “Mapping of Consumer Perceptions for Laptops”, International Journal of
Advanced Research in Management and Social Sciences, Vol. 3 | No. 7 | July 2014.
[2] Berger J and Schwartz E M. What Drives Immediate and Ongoing Word of Mouth?
Journal of Marketing Research. 48; 2011: 869 –880.
[3] Chu S C. Determinants of Consumer Engagement in Electronic Word-of-Mouth (eWOM)
in Social Networking Sites.
International Journal of Advertising. 30(1); 2011: 47–75.
[4]Jung N Y and Kim S. Determinants of Electronic Word-of- Mouth: Meta- Analysis of
Quantitative Research. Proceedings of the Atlantic Marketing Association. 2012:342-361.
[5] Sharma P. “Study of Brand Choice of Laptops by Management and Engineering
Students”, International Refereed Research Journal, Vol. – Iii, Issue–4(2), October 2012,
Accessed From
http://www.researchersworld.com/vol3/issue4/vol3_issue4_2/Paper_07.pdf
[6] Kanwar R. “Study of Consumer Behaviour while Purchasing Laptops in Chandigarh &
Mohali”, International Journal of Computing and Business Research (IJCBR), Volume
3 Issue 2 May 2012, accessed from
http://www.researchmanuscripts.com/may2012/17.pdf
[7] Trusov M. Bucklin R E and Pauwels K. Effects of Word-of-Mouth Versus Traditional
Marketing: Findings from an Internet Social Networking Site. Journal of Marketing. 73;
2009:90–102.

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[8] Zamil A M. The Impact of Word of Mouth (WOM) on the Purchasing Decision of the
Jordanian Consumer. Research Journal of Internatıonal Studıes. 20; 2011: 24-29.
Annexure:
QUESTIONNAIRE
Dear Respondent,
We are the students of Lovely Professional University (LPU), conducting a study on
“Perception of Youth towards Purchasing Dell Laptop” as part of our MBA program. You are
requested to spare some time for the information required in the survey which is going to be
conducted in LPU. The information provided by you will be used for academic purpose only.
Your participation is completely voluntary and all responses will be anonymous.

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1. Which brand of laptop, do you have?
a. Sony
b. Apple
c. Hewlett Packard
d. Dell
Specify here if other..........................
2. Rate the satisfaction level of your laptop brand.
Very satisfied Satisfied Neutral Dissatisfied Very Dissatisfied
3. To what extent has the product been successful to meet your needs?
To fullest extent 50%-80% Morethan80% Below 50% Can’t say
4. Rate your satisfaction on the following dimension for your laptop purchase.
5. Allocate points out of 100 to the following attributes.
6. What is the main purpose of using the Laptop?
Personal Educational Official Entertainment
Others..................... (Please Specify)
7. How many hours you use your Laptop in one day?
1-3hr 3-5 5-6 hrs above 6 hrs less than 1hr
8. Select the relation influencing more while making purchase decision.
peers parents friends relatives Brother/sister
Attributes Highly
satisfied
Satisfied Neutral Dissatisfied Highly dissatisfied
Price
Design
Quality
Weight
Battery
Durability
Technical support
Attributes Points out of 100
Hard disk capacity
Wi-Fi
Processor speed
No. of USB ports
Graphics
Screen size
Cd/Dvd

22
9. Do you think the laptop brand you own affect your social image?
1. YES 2. NO
10. If yes, rate the impact of brand image of laptop on your social image.
VERY HIGH HIGH NEUTRAL LOW VERY LOW
11. Do you find salesman as a reliable source of information in purchase decision?
1. YES 2. NO
12. If yes, than when do you make the use of salesman referral at the time of laptop purchase?
1. During problem identification
2. During gathering information
3. During choosing the best option
4. During services (after using the same)
13. Select the risk factor involved in making purchase decision by referring friends or
relatives:-
Highly risky Less risky Moderate Very less risk Negligible risk
14. Specify the type of brand ambassador who influence your purchase decision?
1. Sportsman
2. Scholar
3. Film star
4. Business man
15. Select the factor which determines the propose brand equity of laptop for purchase
decision?
performance Social image values trustworthiness attachment
16. Do you intend to buy accessories with new laptop?
1. Yes 2. No
17. IF yes, rate the importance of buying accessories with laptop?
Very important Important Moderate Less important Highly less
important
18. What is your budget for laptop (INR)?

23
10000 –20000 20000-30000 30000-40000 40000-50000 50000 & above
19. Does the availability of service centre near your home affect your choice of brand?
1. Yes 2. No
Personal Information:
Name of the Respondent:
Age (in years):
15-20 20-25 25-30 30-35 35 and above
Gender (M/F):Male [ ] Female[ ]
Family income (INR):
Below 10000 10000-30000 30000-60000 60000-90000 Above 90000
Signature:

RAGH RR

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