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    Consumer Behaviour: Company - Dell

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    Ankita Rapa
    The document reports on a survey of Dell laptop consumers and dealers conducted in Chandigarh, India. It finds that the top reasons consumers purchased Dell were price, features, and brand name. The majority of consumers and dealers were satisfied with Dell's performance, value for money, and after-sales service.

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    Consumer Behaviour: Company - Dell

    Uploaded by

    Ankita Rapa
    12 views34 pages
    The document reports on a survey of Dell laptop consumers and dealers conducted in Chandigarh, India. It finds that the top reasons consumers purchased Dell were price, features, and brand name. The majority of consumers and dealers were satisfied with Dell's performance, value for money, and after-sales service.

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    CONSUMR PRCHSE

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    The document reports on a survey of Dell laptop consumers and dealers conducted in Chandigarh, India. It finds that the top reasons consumers purchased Dell were price, features, and brand name. The majority of consumers and dealers were satisfied with Dell's performance, value for money, and after-sales service.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    12 views34 pages

    Consumer Behaviour: Company - Dell

    Uploaded by

    Ankita Rapa
    The document reports on a survey of Dell laptop consumers and dealers conducted in Chandigarh, India. It finds that the top reasons consumers purchased Dell were price, features, and brand name. The majority of consumers and dealers were satisfied with Dell's performance, value for money, and after-sales service.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    You are on page 1of 34

    CONSUMER BEHAVIOUR

    COMPANY - DELL
    COMPANY INFO
    •Dell Inc is a multinational information technology
    corporation  based in Round Rock,Texas, United States,
    that develops, sells and supports computers, and related
    products and services.
    • Bearing the name of its founder, Michael Dell, the
    company is one of the largest technological corporations in
    the world, employing more than 96,000 people worldwide.
    •Dell is listed at #38 on the Fortune
    500 (2010). Fortune also lists Dell as the #5 most admired
    company in its industry.
    RESEARCH PROCESS
    • DESIGN-
    This survey was designed to determine the consumer behavior of Dell laptop
    consumers. A total of 30 individuals were asked to fill up the questionnaire,20
    using Dell laptops and 10 using other laptops. In addition to the consumers
    the dealers selling Dell laptops were also included in the sample a total of 5
    dealers operating in Chandigarh area were approached. The raw scores were
    then converted into percentage and plotted on graphs to give a better and
    clear understanding of results. These results were then discussed.

    • DATA COLLECTION
    PRIMARY

    • SAMPLE-
    30 CONSUMERS(20 USING DELL LAPTOPS.10 USING OTHER LAPTOPS)
    5 DEALERS(OPERATING IN CHD REGION)
    SURVEY-DELL USERS
    SAMPLE-20 INDIVIDUALS
    REASON FOR PURCHASING A DELL LAPTOP

    35%
    35%

    30%

    25% 25%
    25%

    20%

    15%
    15%

    10%

    5%

    0%
    PRICE FEATURES BRAND NAME OTHERS
    RATING THE PERFORMANCE OF DELL LAPTOP

    VERY GOOD GOOD OK POOR VERY POOR

    5%

    10%

    30%

    15%

    40%
    SOURCE OF PURCHASE OF DELL LAPTOP

    ONLINE PURCHASE
    30%

    DEALER
    70%
    MOTIVATING FACTOR TO PURCHASE DELL
    LAPTOP

    MEDIA FRIENDS
    50% 50%
    SATISFACTION WITH OVERALL PERFORMANCE
    OF DELL LAPTOP

    75%

    80%

    70%

    60%

    50%

    40% 25%

    30%

    20%

    10%

    0%
    YES NO
    CONSUMERS PREFERENCE TO SWITCH TO
    ANOTHER BRAND
    60%

    60%

    50% 40%

    40%

    30%

    20%

    10%

    0%
    YES NO
    RATING OF AFTER SALES SERVICES
    35% 35%
    35%

    30%

    25%

    20%
    20%

    15%

    10%

    5% 5%
    5%

    0%
    VERY GOOD GOOD OK POOR VERY POOR
    ARE DELL LAPTOPS VALUE FOR MONEY?

    10%

    90%

    YES NO
    RATING THE ADVERTISEMENT OF DELL LAPTOP

    40%
    40%

    35%
    30%
    30%

    25%
    20%
    20%

    15%
    10%
    10%

    5%
    0%
    0%
    VERY GOOD GOOD OK POOR VERY POOR
    IS THE WEB PAGE OF DELL LAPTOP CONSUMER
    FRIENDLY?

    NO
    15%

    YES
    85%
    SURVEY-DEALERS
    SAMPLE-5
    THE NUMBER OF CUSTOMERS A DEALER GETS
    PER DAY
    40% 40%
    40%

    35%

    30%

    25%
    20%
    20%

    15%

    10%

    5%

    0%
    RANGE 0- RANGE 5 RANGE 5-RANGE 10 RANGE 10- RANGE 15
    THE MOST ASKED ABOUT FEATURE OF DELL
    LAPTOP
    E
    R
    E
    H

    T
    X
    E
    T

    R
    U
    O
    Y
    6 0%

    60%

    50%

    40%

    30%
    20 %

    20%
    1 5%

    10%
    5%

    0%
    PRICE BATTERY BACKUP SERVICES O THERS
    THE NUMBER OF ENQUIRIES WHICH ARE
    CONVERTED INTO SALES
    60%
    60%

    50%

    40%
    40%

    30%

    20%

    10%

    0% 0%
    0%
    RANGE 0 -RANGE 3 RANGE 3- RANGE 6 RANGE 6- RANGE 9 RANGE 9 - RANGE 12
    DOES THE COMPANY ACT EFFICIENTLY & PROMPTLY
    IN MEETING THE DEMANDS OF THE DEALER?

    100%
    100%

    90%

    80%

    70%

    60%

    50%

    40%

    30%

    20%

    10%

    0%
    0%
    YES

    NO
    HOW MANY COMPLAINTS DO YOU RECEIVE ON
    AN AVERAGE IN A MONTH?

    80%
    80%

    70%

    60%

    50%

    40%

    30%
    20%
    20%

    10%
    0%
    0%
    RANGE 0 - RANGE 5 RANGE 5 - RANGE 10 RANGE 10 - RANGE 15
    SURVEY – COMPETITORS
    SAMPLE- 10 INDIVIDUALS
    1) REASON FOR PURCHASE-
    8
    7
    7

    4
    3
    3

    1
    0 0 0
    0
    price feature brand name service any other
    2) PERFORMANCE-
    6

    0
    VERY GOOD GOOD OK POOR VERY POOR
    3) PURCHASE

    ONLINE
    DEALER
    4) KNOWLEDGE OF PRODUCT

    3, 30%

    FRIENDS

    MEDIA/O
    NLINE

    7, 70%
    5) SATISFACTION
    1, 10%

    YES NO

    9, 90%
    6) SWITCH

    YE
    4, 40% S

    NO
    6, 60%
    7) AFTER SALES
    6

    0
    VERY GOOD GOOD OK POOR VERY POOR
    8) VALUE FOR MONEY

    4, 40% YES

    NO
    6, 60%
    9) ADVERTISING
    8

    0
    VERY GOOD GOOD OK POOR VERY POOR
    10) WEB PAGE
    1, 10%

    YE
    S
    N
    O

    9, 90%
    FACTORS AFFECTING
    • ECONOMIC
    – PRICE,INCOME
    • DEMOGRAPHIC
    – COMPOSITION OF POPULATION
    • SOCIAL
    – STATUS
    • SERVICE
    – PROXIMITY
    • PEERS
    • CHANGE IN PREFERENCES
    – MOBILITY,WIRELESS
    • CUSTOMIZATION
    – MAKE YOUR OWN
    • HOME DELIVERY
    – AT YOUR DOORSTEP
    • ONLINE REPORTS
    – ACCESS TO THOUSANDS OF REVIEWS OF
    CONSUMERS AND EXPERTS
    ONLINE REPORTS-
    SEARCH PHRASE-TOP 10 LAPTOP COMPANIES IN INDIA
    People Rank Companies based on Top 5 Best Value Laptops
    Service
    • Dell
    in India
    • HP/Compaq 1. Dell Inspiron 1525
    • Asus 2. Acer Aspire 4930
    • Acer 3. Lenovo IdeaPad Y330
    • Sony 4. LG R510
    • Apple
    5. Sony Vaio CS
    • HCL
    • Lenovo
    • Samsung and
    • Toshiba

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