Review of Literature

Review of Literature
Marketing Management by PhilipKotler ;- The customer is always considered as a core of
business activity. Author discussed in this book that marketing is only one factor in attracting
and keeping customers. Peter F. Drucker observed that a company’s Marketing Management
by Philip Kotler: The customer is always considered as a core of business activity. Author
discussed in this book that marketing is only one factor in attracting and keeping customers.
Peter F. Drucker observed that a company’s.
Consumer Behaviour by LeslieLazar and Schiffman: -The authors suggested consumer
behavior as individual differs as from group. The family decision for a purchase decision is
entirely different from individual decision making. The authors discussed various variables
that affect consumer purchase decision. The book focused on family life cycle and various
needs of consumer during different life stages. The family decision making process as a
group decision making is elaborated and it is recommended to segment the market according
to family need hierarchy.
Ray, S (2009),The study highlights the adoptability of Wi-Fi connectivity 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.
Rungchat Chompu-inwai1 and Toni L. Doolen (2006), 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. The individual usage of laptops
with wireless capability both inside and outside classrooms in Winter 2005 was found to
positively impact student learning outcomes and assist in the achievement of class learning
objectives. No significant differences in attitudes were found in either year. Student attitudes
towards laptops and the usage of laptops were unchanged by the introduction of laptops in
both years.
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 (2011) highlights the impact of unstructured vs. structured use
of laptops for 177 university students and revealed that structured use of laptops resulted in
International Journal of Pure and Applied Mathematics Special Issue
1555.
Fried, C.B. (2008) Examine in his study the impact of laptop usage in the class and noticed a
favourable improvement in students working.
Grimes,D.&Warshauer, (2008) M. also conducted a study on the students of three different

schools of California by mean of one-to-one laptop program and found that in second after
introducing this programe the students perform better than non-laptop user students.
Vuojärvi, H (2010) In this study qualitative interview data with twenty students (identified and
selected by quantitative survey) was analyzed using the grounded theory approach during which
a multi-aspect domestication process was identified. Results highlight the importance of a
structured way of organizing laptop initiatives in universities. In a survey on 200 students
conducted in winter 2005, a slight replacement was notified in student’s behaviour. Students start
preferring Laptop computer in place of desktop due to its portability feature
. Punyatoya,P. (2002) This article presents a brief literature review of the concept of brand
personality and its relationship to consumer brand preference and purchase intention.
Mellon, C. (2010), Present a study on laptop usage rate inside and outside the classroom and the
respective effect of laptop usage in improving student’s performance level and improving work
quality.
Chamblee et.al (1993) present in their article &, Elaboration-Likelihood:-
Model (ELM) and an Information-Processing model (IMP) Awrd'hg to Information Processing
theory, an individual first 'attends' to a communication when attempts& -... -. - 'comprehend' it.
Most theorists believe that comprehension relies not only on the perceptual message itself but
also on information store in memory. In other words, prior knowledge moderates comprehension
Cohen and Dipankar; 1990
DAGMAR (Defining Advertising Goals for Measured Advertising Results) model of advertising
has also been reviewed by Lautman and Hsieh (1993). Brown (1985) proposes a 'mental
model' of the communicative power of an ad which says that: Communication power = Visibility
x Relevance or Persuasiveness of what is recalled. Other behavior- oriented consumer learning
models and attitude-dominant consumer models described in the literature also helped the
researcher to further the understanding of how advertising works.
Brit (1950) deals with four theories of Consumer Behaviour in connection with Advertising.
To assess the effectiveness of advertisements, there have been two streams of research.
Jeong,( 2004). One stream of research focuses on the psychological aspects of advertising
impact and the other focuses on the sales and market response aspects of advertising effects.
The term “advertising” is defined as “a paid non-personal communication from an identified
sponsor using mass media to persuade or influence an audience”
Wells, Burnett & Moriarty2003 Among the other functions of advertising highlighted in this
definition, the most important is the persuasion factor which is the consequence of the rest of the
functions. An advertisement should have the potential to differentiate one product or service
from others so as to produce a desired persuasive effect.
Jeong, 2004 Creative Advertising and its Effectiveness

If an advertisement does not produce the required impact, it can be assumed as ineffective and as
such the substantial amount of money that companies spend on advertising their products

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Review of Literature

Marketing Management by PhilipKotler ;- The customer is always considered as a core of

Peter F. Drucker observed that a company’s.

Consumer Behaviour by LeslieLazar and Schiffman: -The authors suggested consumer

to family need hierarchy.

Ray, S (2009),The study highlights the adoptability of Wi-Fi connectivity as a necessity in

market is boosting due to price reduction and ultra-slicks laptops.

the impact of using laptops in a required undergraduate-level engineering course at Oregon

effective media to enhance students learning.

International Journal of Pure and Applied Mathematics Special Issue

Grimes,D.&Warshauer, (2008) M. also conducted a study on the students of three different

Jeong, 2004 Creative Advertising and its Effectiveness

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