A Study on Customer Perception and Effectiveness of Student’s Scheme on Sale of Laptop in Bangalore
Executive Summary
The Project entitled “A Study on customer perception and effectiveness of student’s scheme on sale of laptop in Bangalore” with reference to HCL Infosystems was conducted in partial fulfillment of the Post Graduate Diploma in Management.
The Study was undertaken with the objective of: Analyzing the customer perception regarding HCL Laptops and finding out the effectiveness of students scheme on sale of Laptops. The study has also taken into consideration the key demand drivers, and the level of influence which factors like age and occupation have on purchase of laptops.
Some important findings of the study are: People Perceive HCL as a successful brand on the basis of range of products and range of price, but when it comes to the performance, after sale service and availability, people have rated it as an unsuccessful brand. Student’s schemes launched by the companies didn’t have shown much effect on the market due to selection of wrong medium to communicate with the customers i.e.:- through dealers. Factors which affect people’s decision were found to be brand name, reliability, price, configuration, price and appearance. It was also found that there is a significant relationship between the age and occupation on brand preference.
Some key suggestions include: HCL if possible should rebrand their laptops and should also come up with model targeting specific segments. More financing facilities should be introduced for customers. HCL should also rework on the service policy HCL Touch and should make it more efficient as default in service delivery can cost the company to lose a loyal customer.
Chapter I
Introduction &
Theoretical Background
Introduction
According to Manufacturers Association for Information Technology (MAIT), the apex body representing India 's IT hardware, training and R&D services sectors, “The total PC
The Project entitled “A Study on customer perception and effectiveness of student’s scheme on sale of laptop in Bangalore” with reference to HCL Infosystems was conducted in partial fulfillment of the Post Graduate Diploma in Management.
The Study was undertaken with the objective of: Analyzing the customer perception regarding HCL Laptops and finding out the effectiveness of students scheme on sale of Laptops. The study has also taken into consideration the key demand drivers, and the level of influence which factors like age and occupation have on purchase of laptops.
Some important findings of the study are: People Perceive HCL as a successful brand on the basis of range of products and range of price, but when it comes to the performance, after sale service and availability, people have rated it as an unsuccessful brand. Student’s schemes launched by the companies didn’t have shown much effect on the market due to selection of wrong medium to communicate with the customers i.e.:- through dealers. Factors which affect people’s decision were found to be brand name, reliability, price, configuration, price and appearance. It was also found that there is a significant relationship between the age and occupation on brand preference.
Some key suggestions include: HCL if possible should rebrand their laptops and should also come up with model targeting specific segments. More financing facilities should be introduced for customers. HCL should also rework on the service policy HCL Touch and should make it more efficient as default in service delivery can cost the company to lose a loyal customer.
Chapter I
Introduction &
Theoretical Background
Introduction
According to Manufacturers Association for Information Technology (MAIT), the apex body representing India 's IT hardware, training and R&D services sectors, “The total PC
Bibliography: Books &Journals • Annual Report, HCL Infosystems, 2008-09 • Kotler, Philip., et al. Marketing Management. 13th ed, India: Pearson Education, Dorling Kindersley Pvt.Ltd, 2007 • Mallhotra, Naresh K