Chapter - 1

(1.1)INTRODUCTION

LAPTOPS20
A laptop computer, or simply laptop (also notebook computer or notebook), is a small mobile computer, which usually weighs 2-18 pounds (1-6 kilograms), depending on size, materials, and other factors. Laptop computers are compact, performance oriented and also storage devices. Laptops have truly integrated all Medias and have made it to the top of the list in mobile devices. Laptops are compact version of the desktop computers and they are selling like hot cakes. You can buy laptop computer suiting your requirement and the one that fits ones budget. There are varied brands and types of laptops and there is one for each kind of user. A laptop computer is much smaller than a desktop. Laptops usually run on a single main battery or from an external AC/DC adapter which can charge the battery while also supplying power to the computer itself. Many computers also have a 3 volt cell to run the clock and other processes in the event of a power failure. The first mobile computer was probably the grid compasss,designed in 1979 by William Moggridge from Britan. It was later used by NASA in their 80s space shuttle programme ,because it was a fraction of the weight of any other computer of computig power. It brost of 340 kb of memory with a foldable display! Soon after the grid compass, the Osborne 1 was released by Osborne computer in 1981,and this is what most historians consider to be the first fully- functional laptop combuter .it weigted about 12 kilos ,had a 5-inch screen, a battery ,two 5.25inch floopy drives, a modem port and a few software application .all that goodness came at a price though ,about $1800 (a lot of money in 1981 ) and perhaps that explains why the compny never successfully marketed the osborne1.

Advantages of Laptop23 & 29:

Price Factor : Now the prices of laptops almost equal to notebooks. As Laptop prices regularly going down and easily availabe between 15000 to 25000 Rupees. e.g. Rs 13990 Laptop from HCL Infosystems and Rs 14999 Laptop from ACI

Portability: It allows you to take your computer along with you and do your work remotely on planes ,on holiday trips and wherever you want. Along with this benefit comes a large drawback.

friendly Nature: Do u know laptops are more environmental friendly than desktop ?. It consumes five times less electricity. Desktop computer(pc) usually uses around 130 watts while a laptop only uses around 15 watts..

Size Matters:

Laptops are smaller in size then a puzzled wired desktop pc (computers). Easy in Packing: As above mentioned laptops require less space than desktop

Ease in Travel: You do need to think twice if you are going on travel tour and easily you can store ur favorites pictures and send them to ur loved ones. 2nd Wife & 1st before Marriage:Your Laptop is your 2nd Wife & 1st before Marriage because you spend maximum time on notebookPC.

History27&31
Laptop/notebook computers were technically feasible, similar ideas had been proposed, most notably Alan Kay's Dynabook concept, developed at Xerox PARC in the early 1970s. The first commercially available portable computer was the Osborne 1 in 1981, which used the CP/M operating system. Although it was large and heavy compared to today's laptops, with a tiny CRT monitor, it had a near-revolutionary impact on business, as professionals were able to take their computer and data with them for the first time. This and other "luggables" were inspired by what was probably the first portable computer, the Xerox NoteTaker, again developed at Xerox PARC, in 1976; however, only ten prototypes were built. The Osborne was about the size of a portable sewing machine, and importantly could be carried on a commercial aircraft. However, it was not possible to run the Osborne on batteries: it had to be plugged into mains. A more enduring success was the Compaq Portable, the first product from Compaq, introduced in 1983, by which time the IBM Personal Computer had become the standard platform. Although scarcely more portable than the Osborne machines, and also requiring AC power to run, it ran MS-DOS and was the first true IBM clone (IBM's own later Portable Computer, which arrived in 1984, was notably less IBM PC-compatible than the Compaq[citation needed]). Another significant machine announced in 1981, although first sold widely in 1983, was the Epson HX-20. A simple handheld computer, it featured a full-transit 68-key keyboard, rechargeable nickel-cadmium batteries, a small (120 x 32-pixel) dot-matrix LCD display with 4 lines of text, 20 characters per line text mode, a 24 column dot matrix printer, a Microsoft BASIC interpreter, and 16 KB of RAM (expandable to 32 KiB).

However, arguably the first true laptop was the GRiD Compass 1101, designed by Bill Moggridge in 1979-1980, and released in 1982. Enclosed in a magnesium case, it introduced the now familiar clamshell design, in which the flat display folded shut against the keyboard. The computer could be run from batteries, and was equipped with a 320200-pixel plasma display and 384 kibibyte bubble memory. It was not IBM-compatible, and its high price (US$ 8-10,000) limited it to specialized applications. However, it was used heavily by the U.S. military, and by NASA on the Space Shuttle during the 1980s. Two other noteworthy early laptops were the Sharp PC-5000 and the Gavilan SC, announced in 1983 but first sold in 1984. The Gavilan was notably the first computer to be marketed as a "laptop". It was also equipped with a pioneering touchpad-like pointing device, installed on a panel above the keyboard. Like the GRiD Compass, the Gavilan and the Sharp were housed in clamshell cases, The year 1983 also saw the launch of what was probably the biggest-selling early laptop, the Kyocera Kyotronic 85, which owed much to the design of the previous Epson HX-20. Although it was at first a slow seller in JapThe first laptops successful on a large scale came in large part due to a Request For Proposal (RFP) by the U.S. Air Force in 1987. This contract would eventually lead to the purchase of over 200,000 laptops. Competition to supply this contract was fiercely contested and the major PC companies of the time; IBM, Toshiba, Compaq, NEC, and Zenith Data Systems (ZDS), rushed to develop laptops in an attempt to win this deals. By the end of the 1980s, laptop computers were becoming popular among business people. The NEC UltraLite, released in mid-1989, was perhaps the first notebook computer, weighing just over 2 kg; The first Apple Computer machine designed to be used on the go was the 1989 Macintosh Portable (although an LCD screen had been an option for the transportable Apple IIc in 1984). Actually a "luggable", the Mac Portable was praised for its clear active matrix display and long battery life, but was a poor seller due to its bulk

1997, USB, as well as, from 1999, Wi-Fi, made laptops as easy to use with peripherals as a desktop computer. Several laptops also have built in 3G Broadband wireless modem. Video camera. Internal video camera enable user to communicate with other user using video conference software. Finger print sensor for user identification.Fujitsu and other vendors had released laptops with finger print sensor. In 2003, AlphaSmart released Dana laptops based on Motorola Dragonball VZ CPU. In 2006, Sinomanic from China released laptops based on Loongson CPU (based on MIPS architecture). In 2007, LiteAppliances had announced LiteComputer laptops based on Analog Devices Blackfin CPU. Today several laptops from Dell, Acer and other vendors are bundled with Linux operating system, instead of Microsoft Window.

Laptops in India

Indian Laptop Market is getting bigger as people are getting hi-tech and have potential to buy these electronic gadgets. The biggest advantage of laptop is that it can be carried easily which cannot be done with the PC. The open market for electronic appliances in India has played a major role in this. In addition to this the whole work culture with the advent of private sector has undergone a change and this completely metamorphosed work culture in India has boosted the market of laptops in India. To be professional, fore runner and at top people need something, which they can carry with them easily. Be it a big shot or small businessman, cannot be seen without laptop these days. There are various companies in India dealing in the manufacturing and selling of laptops. Among all other Hp (Hewllet and Packard), Toshiba, Lenovo, HP Compaq have captured the major part of the market in India. Cutthroat competition in the market pushes them to give something new every time to the user. They keep coming up with additional features like speed, accessories, price, and look to maintain their position. Still down the line laptops in India are considered a status symbol and an item of luxury. The latest outcome in the series of laptop is tablet PC that can be used as versatile notebook.Hp laptops in India has come up with whole new series of Notebook PC. It contains Extreme Multimedia Series, Entertainment, Travel/Mobility and Everyday computing series. All contain the latest technology with high speed. The most recent ThinkPad T series Notebook by Lenovo laptops in India is the perfect balance of so=\u[0fiysperformance and portability. This notebook has all the advanced features. Toshiba laptop and notebook in India is quite affordable. 8

Toshiba has four types of notebooks- Satellite, Tecra, Qosmio and Portege that can be distinguished further as basic, Gaming, High Performance, Multimedia, Tablet Pc, Thin and light and Ultra Portable.

HP Compaq has launched Compaq 6720s and Compaq 6820s, which are affordable and fresh. The notebook has Intel Core 2 Duo processors, Wi-Fi, Bluetooth, an SD card Reader with LightScribe technology. Some people are even maniac for these electronic gadgets in India. To make your laptop a complete definition of Hi tech there are many laptop accessories available in the market, which can be used with notebooks. Audio video headset, batteries and power adapters, carrying cases, wireless keyboards and mouse, printers, projectors, etc. are few to name. The gaming technology development kit by Intel is an accessory that extends the games in Laptop. Laptop prices in India varies a lot and it differs from model to model and make. Laptops sale in India has gone pretty high due to new generation of IT users. The sale of laptops and notebooks in India is faster than thought by the manufacturers. According to Manufacturers' association for Information Technology (MAIT) this sale is almost three times within the span of two years in India. The mobility, price, affordability of notebook and laptop is helping their sales in the country. Some of the best laptop deals can be done online these days. India laptop reviews present a clear picture on the buy/ sale, use, prices and the best models in the market of laptops in India. Many websites on electronic goods provide the laptop comparison based on brand, speed, memory, price and so on. With number of brands and laptops in Indian market, their shopping is also done profusely, both for personal and business use. One can check different notebooks on sale and that too at affordable prices.

(1.2) MAJOR LAPTOP COMPANY IN INDIA26& 33

Lenovo25

Lenovo is offering great features and are far more

advanced and powerful laptop in India. Lenovo India is offering a great master piece to meet all your demands in terms of functionality, configuration, latest features and technology. Everything integrated in single master piece to provide you reason to think for lenovo laptops/notebook in India. Lenovo laptops India is competing in the race of proving themselves to be the best. Complementing the race is the style and design of the lenovo laptops/notebook which they are offering. The latest trend, solutions and market demand all are integrated and flooded in the market by lenovo India. Lenovo laptops/notebook in India is creating waves of authencity and powerfulness. Adding to the taste are flavors of stylish designs, jazzy look, a wide range of colors and custom laptops/notebook available for you in the Indian market. Lenovo laptops/notebook in India offers you the flexibility and dependability you needed from any laptop. Lenovo India has industry leading capabilities and lenovo laptops/notebook increases your productivity dramatically. A leading laptop/notebook for all business houses in the available budget.lenovo laptops/notebook always have some special offers to look for when they are dealing in Indian market. The models of lenovo laptops/notebook offer all the latest features and technology: 3000 family notebooks: 3000 lenovo laptops/notebook in India offers innovative notebooks for your worry free access. Compiled with latest technology these laptops/notebooks are suitable for small business houses and usage at home. All the features you need are integrated in the laptop and the best services and support is provided by lenovo India. Three series are available in 3000 family of lenovo laptops/notebook in India. C, V and N series of laptops to give you the best option according to your needs. 10

ThinkPad notebooks: These are the more technology oriented and true value for your money. Design wise these are perfect. Security is the added advantage of these lenovo laptops/notebook. Built to serve more speed and functionalities these can be used for everyday computing, premium performance, thinnest and lightest and convertible tablets. All these are most reliable notebooks/laptops to server your daily needs. Lenovo India provides the technology you need. Accessories are easily available in the market and battery life is of best standards. The backup power is great and you can rely easily on lenovo laptops/notebook in India. With the latest operating system and power you can definitely go for lenovo laptops/notebook. Supporting all the graphics and multimedia these are the best laptops/notebook you can think for. .

Compaq/Hp34

11

HP India where technology comes bundled with speed and power. HP laptops in India are beating technology to drive a great force of power and core competency in the market. Technological advancement is the market demand nowadays, but HP Compaq India is going beyond the market demand. Taking care of consumer need, HP Compaq is offering trendier and more technologically advanced laptop computers in India. Realizing the potential of Indian market, HP Compaq laptops\notebook are flooded in Indian market with all great features and functionality. Considering the needs of Indian consumer HP Compaq India has researched the market and knows how to advertise their laptop computer in Indian market. Offering great flexibility and dependability laptop computers provided by HP Compaq needs no introduction. They have captured the market running successfully all over globe. HP India a brand you can rely upon. Making their mark in information technology world Compaq India is offering wide range of stylish and awesome laptops, which are more trendy and jazzy. Making their laptops computer lightweight, powerful and user friendly HP Compaq has made easy for travelers to carry their laptops. Providing services to large business houses to personal use HP laptops/notebook in India are one of the best brands to look for. HP Compaq India is integrated with new look and style: Compaq Presario: Compaq Presario range of laptop computers in India are used for daily computing works. Having great range of selection these Compaq laptops are perfect for your daily use. Keeping in mind your entire requirement HP Compaq in India has developed these laptops, more technology oriented. HP Pavillion: HP pavillion range of laptops is more powerful and trendier serving more in big businesses and traveling personnel. Supporting all kinds of multimedia these laptops/notebook in Indian market are appropriate fro multimedia. Very powerful and easy to use laptops for you. Special edition: Special edition for Hp pavillion laptops are mainly designed to give you entertainment in secure environment. More technology sound with higher power and speed these special edition laptops/notebook are here to make your dreams come true.

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Dell 39
Dell India a brand to rely upon. Customer can invest on dell product without having second thought. Considering the fact, Dell laptops in India are not exceptions. A trendy and technology oriented piece of art provided by dell India, to give you most advanced and high powered Dell notebook/laptop. Dell laptop in India is customized to suit your best requirements and fulfill your needs. High performance, lightweight and highly technology oriented add more value to dell laptop. You can enjoy traveling with your dell laptop in India or globally due to its lightweight nature and manufacturing compatibility for traveling.

13

Adding color to the scenario Dell laptop never lags behind; it is available for all generation. From businessperson, who needs more technological Dell laptop. To gamers out there, with faster processor, big screens and high end graphics. To student going to school, offering them lightweight dell laptop in India and globally. Dell India makes sure that the laptop/notebook is suitable for the buying generation and should fulfill the market demand.

Acer26
Acer India. Laptops/notebook provided by Acer India is one of the finest quality and easy to use systems. Adding technology and budget is the main features of Acer laptops/notebook in India. Acer being in the market from old ages has gained industry reputation and offers you the best configuration at reasonable prices to suit your requirements. Being in the race Acer India strives to provide the quality product which is as per the market demand and nevertheless comprises with the power and backup. Increasing market demand has built a great reputation for Acer laptops in India. Providing great flexibility and dependability Acer India has proved their metal in the present competitive scenario. Integrating Acer laptops in India with the stylish design and awesome looks gives you great option to choose from available range of designer laptops. Talking about configuration, the 14

best possible configuration with high speed and market demand runs in parallel to offer the best services to you. Competing with the other brands in India Acer India knows the value of targeting India market and has flooded Acer laptops/notebook in India having all the features suitable for Indian market. Following options of laptops offered by Acer India. Every model of these laptops is custom made as per your requirements.

Travelmate series: Travel mate laptops/notebook offered by Acer in India are lightweight and slim, appropriate for traveling people. Integrated with latest technology and features travelmate series is the best for people who are always on tour. Tablet Pc series: complementing mobile technology Acer tablet pc series of laptops/computers offers exceptional mobility giving you high performance, flexibility and great dependability. It has option of pen-input functionality. The configuration is best suited for high performance. Aspire series: Aspire series of Acer laptops/notebook in India are here to increase your productivity adding more value to mobile computing. These Acer laptops/computer offers you great flexibility and support to your needs. Ferrari series: The Ferrari series are as fast as Ferrari with the latest technology implemented these Acer laptops/computer in India. Giving you innovative design and flexibility these laptops are competing with the best market standards. So now you dont have to wait for latest technology and feature implemented in same laptops computer. Acer India is offering the best compatible laptop computer for your need in India. But before going for Acer laptops research and review others brands for your satisfaction. Get the best quote from the retailers and buy your best choice of Acer laptops computer in India.

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Sony Vaio35

Sony Vaio laptop because of their superb quality. Generally people recommend HP laptops for tough looks, Dell Laptops for Cheaper rates but i look for something which is Classy, budgeted and offers better performance and this is something you can find with Sony Vaio Laptops. I currently have 2 Sony Vaio Laptops and Apple Macbook but always Sony rocks. We cannot just compare Macbook with any other laptops performance wise but since we are all generally addicted to the Windows based operating systems we should not directly jump into Mac OS X based laptops because it can decrease your processing time. The very reason for this is that in case of windows based operating systems you can easily handle all the applications and process your work quickly but in Macbook OSX/Leopard you need to understand how the different keys work, new shortcuts etc but once you understand those you would never get back to windows for sure. Just visit a Sony World in any City in India and check out the latest pricing, like i bought my Sony Vaio CR N17G model year back costing 64000Rs but now is available at 38000Rs , which means a huge difference in latest pricing because of the growing competition and increasing demand. If you are specifically looking for a comparison between Laptops (or) then would be recommended because of their performance and Compaq is known for its Battery problems and heating problems. In case of stylish looks again is far more better than Compaq laptops. Most of these laptop brand/models would offer you with a inbuilt wifi and 75% of the latest models are preinstalled with Core2Duo processors and the pricing of these configuration starts at 35000Rs onwards. It again depends purely on your requirements based on which you can select a laptop because there are gaming laptops, business laptops, student laptops etc which are specifically designed 16

for the demand and are equipped with their respective features. Though its recommended to check out a laptop with good battery life, 1Gb RAM minimum, 80Gb HDD, Core2Duo Processor, Bluetooth, Wi-Fi, In Built Web Cam, Tv Tuner cards, Basic Speakers etc and you can choose a better model based on your specific requirements, like in this case if you are a designer you would be working on high resolution pictures/videos and would expect a better RAM, Hard Disk Space and Processor. If you are looking for a laptop which is to be used for your business with transactions related to your bank, Credit cards etc its recommended to check out these Laptop Security Tips.

Chapter - 2

17

OBJECTIVES OF THE STUDY

The clear purpose or objectives of the research enables the researcher to collect necessary
PURCHASE

relevant information. The objective of the research is to know the POST

DISSONANCE ON LAPTOP WITH REGARD TO BACK UP,LOOKS AND AFTER SALES

PRICE,CONFIGRATION, BATTERY

SERVICES OF COMPAQ ,LENOVO,DELL, ACER AND SONI VAIO.

To know about the customer post purchase evaluation process and dissonance with regard to laptops on the basis of price, looks, configuration, battery backup and after sale services.

To know the Basic consumer evaluating behavior and the reasons to reject other laptops

To know about the companys details (Profile, Products) The study is fully focused on the difference between desired and actual demand This study would help in revealing the consumers latent demand and their actual need.

To study the evaluation process of consumers while consuming. To study the factors influencing the customer before and after purchasing.

To know about the companys details (Profile, Products)

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This study would help in revealing the facilities offered by the company to their consumers and its impact over consumer. Find out the ways for improving of the product services to attain level of customer satisfaction.

Study area

YAMUNANAGAR Professionals, Students, Businessmen.

Target segment :

RESEARCH METHODOLOGY11,12
Research methodology is a way to systematically solve the problem. It may be understood has a science of studying how research is done scientifically. In it we study the various steps that all generally adopted by a researcher in studying his research problem along with the logic behind them. The scope of research methodology is wider than that of research method.

Research Process12

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1 OBSERVATION Broad area of research interest identified

3 PROBLEM DEFINITION Research Problem Delineated

4 THEORETICAL FRAMEWORK Variables clearly identified and labeled

5 GENERATION OF HYPOTHESES 6 SCIENTIFIC RESEARCH DESIGN

7 DATA COLLECTION, ANALYSIS AND INTERPRETATION

2 PRELIMINARY DATA GATHERING Interviewing Literature Survey

8 DEDUCTION Hypotheses substantiated? Research question answered? NO Yes 11 Manager ial decision making

9 Report writing

10 Report Presentat ion

RESEARCH METHODOLOGY11
Research is a systematic and continuous method of defining a problem, collecting the facts and analyzing them, reaching conclusion forming generalizations. Research methodology is a way to systematically solve the problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are 20

generally adopted by a researcher in studying his research problem along with the logic behind them. The scope of research methodology is wider than that of research method. Thus when we talk of research methodology we not only talk of research methods but also consider the logic behind the method we use in the context of our research study and explain why we are using a particular method. So we should consider the following steps in research methodology7: Meaning of research Problem statement Research design Sample design Data collection Analysis and Interpretation of data

Meaning of Research12 Research is defined as a scientific & systematic search for pertinent information on a specific topic. Research is an art of scientific investigation. Research is a systemized effort to gain new knowledge. It is a careful inquiry especially through search for new facts in any branch of knowledge. The search for knowledge through objective and systematic method of finding solution to a problem is a research.

RESEARCH DESIGN12 A research is the arrangement of the conditions for the collections and analysis of the data in a manner that aims to combine relevance to the research purpose with economy in procedure. In fact, the research is design is the conceptual structure within which research is conducted; it constitutes the blue print of the collection, measurement and analysis of the data. As search the 21

design includes an outline of what the researcher will do from writing the hypothesis and its operational implication to the final analysis of data. The design is such studies must be rigid and not flexible and most focus attention on the following; o What is the study about? o Why is the study being made? o Where will the study be carried out? o What type of data is required? o Where can be required data be found? o What period of time will the study include? o What will be sample design? o What techniques of data collection will be used? o How will the data be analyzed? o In what style will the report be prepared?

Research Design can be categorized as:

TYPES OF RESEARCH DESIGN

EXPLORATORY RESEARCH DESIGN

DESCRIPTIVE & DIAGNOSTIC RESEARCH DESIGN

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EXPERIMENTAL RESEARCH DESIGN

The present study is exploratory in nature, as it seeks to discover ideas and insight to brig out new relationship. Research design is flexible enough to provide opportunity for considering different aspects of problem under study. It helps in bringing into focus some inherent weakness in enterprise regarding which in depth study can be conducted by management.

SAMPLING DESIGN16: A sample design is a definite plan for obtaining a sample from the sampling frame. It refers to the technique or the procedure that is adopted in selecting the sampling units from which inferences about the population is drawn. Sampling design is determined before the collection of the data.

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Several decisions have to be taken in context to the decision about the appropriate sample selection so that accurate data is obtained and efficient results are drawn. Following questions have to be considered while sampling designWhat is the relevant population? What is the parameter of interest? What is the sampling frame? What is the type of sample? What sample size is needed? How much will it cost?

The sample size of 100 respondents is taken for the present study.

SAMPLING AND SAMPLING DESIGN12

Sampling may be defined as the selection of some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. In simple words, it is the process of obtaining information about the population by examining only a part of it.

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Sampling Unit: It defines the target population that will be sampled i.e. it answers who is to be surveyed. In this study, the sampling unit is consumers of Four brands of ice cream.

Sampling Size: - It indicates the numbers of people to be surveyed. Though large samples give more reliable results than small samples but due to constraints of time and money, the sample size will be restricted to 100 respondents.

Sampling Design: This refers to the procedure by which the respondents should be chosen. In
this case, Convenient sampling was done since the respondents will classified into well defined classes or strata that were distinct from each other

Data Collection16

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The task of data collection begins after the research program has been defined and research design plan has been checked out. The data collected is important part of research.

Data Collection Method

In the data collection method different methods are adopted for primary data collection and secondary data collection.

Primary Data Collection

Primary data is the data which is collected through observation or direct communication with the respondent in one form or another. These are several methods for primary data collection like Observation method, Interview method, through schedule, through questionnaires and so on. But as time was limited so, the relevant data was collected from the selected units by adopting and arranging personal interview with the firm owners and traders along with a pre structured questionnaire.

Secondary Data Collection

Various websites were consulted that gave a brief glimpse of the business and the root causes of changes coming in this industry. What measures are these exporters adopting to come to their own rescue.
The secondary data sources that are used are stated as follows: (i) (ii) (iii) (iv) (v) (vi) Various publications of the central, state and local governments. Online edition of the magazines Company database of the record of buyers correspondences, their enquiry and order mails and the accounts of the Company. Website of the Ministry of Commerce and Industry, India. Books, magazines and newspapers in this regard Historical documents and other sources of published information.

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Data Collection Instruments17

The data collection instruments used in the study is mentioned below:-

o Questionnaire
The method of data collection is quite popular. I prepared a questionnaire after knowing the different objectives of the study and considering all the things that are required for studying the dissertation topic.

Formation of Questionnaire
Quite often the questionnaire is considered as the heart of a survey operation. Hence it should be carefully constructed. It is an investment that is widely used to collect various types of data and consists of long lists of questions designed to collect any information. It has personally been found that people are more frank in giving replies to a questionnaire than to an interview schedule. Though being less expensive, it has certain limitations like incomplete entries and erroneous responses. But the educational qualification of the respondents is an additional factor which renders this technique the most relied upon. Formation of a good questionnaire involves intensive thinking and deliberation of the problem with predetermined objective and aims properly placed in the questionnaires. The questionnaire framed for the purpose of the study consists of a limited number of questions placed in logical order. So, that the objective of the question is clear to the respondents. All the questions are centered on the problem keeping in the mind.

Analysis of Data:
Data, after collection, has to be analyzed in accordance will the outline laid for the time of developing the research plan. The term analysis refers to the computation of certain measures along with searching for patterns of relationship that exist among data groups. Data presented in 27

raw state appear unrecognized and complex. Statistical processors are used this complex data into some significant understandable form. Data was analyzed with help of SPSS software. The tables from SPSS results are attached as annexure In the present study I have made use of the primary data as well as secondary data collected from questionnaire, companys website and from their records.

Hypothesis Testing15
Chi-square test is used when the set of observed frequencies obtained after experimentation have to be supported by hypothesis or theory. The test is known as X 2- test of goodness of fit and is used to test if the deviation between observation (experiment) and theory may be attributed to chance (fluctuations of sampling).2 also enables us to explain whether or not two attributes are associated or related to each other A) Hypothesis H0 = The factors price, looks, configuration, battery back up and after sales effect on post purchase evaluation of customer . H1= . . The factors price, looks, configuration, battery back up and after sales donot have the significant effect on post purchase evaluation of customer significant

Procedure: (1) Set up the null hypothesis that there is no significant difference between the observed and expected value. (2) We compute the value of CHI- square by using the formula 28

CHI-square = 2= (( Oi- Ei)2/Ei) O- Observed value E- Expected value Degree of freedoms=(R-1)(C-1) Level of significance=5 Compaq Lenovo Price Configration Looks 8 7 6 3 8 2 3 2 18 Acer 2 3 3 2 2 12 Dell 4 4 4 7 2 21 Sony Vaio 3 2 3 2 3 15 F 20 24 18 22 16 100

Battery backup 6 After Sales Services F 7 34

Observed Expected O-E (O- (Ovalues) Values) E)2 E)2/E 20 24 18 22 16 20 20 20 20 20 0 4 -2 2 -4 0 16 4 4 16 0 0.8 0.2 0.2 0.8

2 Calculated =2.0 Degree of freedom (V) = (n-1) = (5-1) =4 Level of significance=5%

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for V = 4 2 0.05 table value = 9.48773 Since the tabular value at 5% level of significance is more then the calculated value of chi. so the null hypothesis has been accepted

LIMITATIONS OF THE STUDY

Some problems that might be encountered in this study are under mentioned: Time Constraints: 30

Time is a bit short to fathom into the depth of the study. But still all efforts to the best possible extent shall be made to collect the pertinent data and study the relevant concepts theories, so as to present a true picture of the subject matter under study. Coverage Constraints: The IT categories of the company are very wide comprising of a number of brands, all of which cannot be covered in a single study .So, this study is restricted to mainly to some of the selected brands are mentioned. Data collection Constraints: Since quite a good proportion of the data used is secondary in nature, this poses the constraints on the validity and reliability of the data. Moreover in the case of Primary data collection also, there may be subjective biases on the part of the respondents. Errors may creep while the collected data is recorded and interpreted. Limited Resources Constraints: Since the resources available for the study are quite limited in nature, this may pose some difficulties at various stages of the study.

Not a complete picture of the preference and pre purchase evaluation behavior of customer The IT sector is a very vast sector and the purchase and usage preference and pre purchase evaluation behaviors of consumers in this category is influenced by so many factors so some factors have been selected and research has been done, but these are not the only factors which represent the aureate result. Thus it is not a complete picture of the preference and pre purchase behavior of customer. 31

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Chapter - 3

Theoretical Framework
Construct-Evaluation of alternatives:Product Performance Product Expectation
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Confirmation & Disconfirmation of the belief Variables:Dependent Variable Independent variable Moderating variables Promotional strategies Word of mouth Social group Product Performance Customer Expectation Information Availability Amount and time and money invested in the purchasing Attitude of the customer Post purchases behavior of the customer Customer satisfaction Evaluation of the product

Intervening variables:
Schemes Offers Discounts Celebrity endorsement

CONSUMER BEHAVIOUR &POST PURCHASES DISSONANCE1,2&3

The term Customer is some what different from the term consumer. The term customer is used to refer to someone who purchases goods and services from a particular store or company. Thus a customer is defined in terms of a specific term while a consumer is not

34

Consumer1 may be referred to any one engaged in evaluating, acquiring, using or disposing of goods and services which he expects will satisfy his needs. So ultimately Consumers are that individual who consumes or uses a product, which may or may not be purchased by him . So after getting into these terms we need to get into the details of Consumer Behaviour. Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographic and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.2 Consumer Behaviour Consumer behaviour refers to how a consumer behaves or acts or reacts in making a purchase of goods and services of his choice in different situations. The term consumer Behaviour can be defined as, The behaviour that consumers display in searching for purchasing, using, evaluating and disposing of products, services and ideas which they expect will satisfy their needs. - Leon G. Schiffman and Leslie Lazar Kanuk.3 The study of consumer behaviour not only focuses on how and why consumers make buying decisions, but also focuses on the uses which consumers make of the goods they buy and their evaluation of these goods after use. If the goods after use dont satisfy the consumers, they my feel dissatisfied perhaps because post- purchase services are not up to their satisfaction, and thus, this may influence their purchase of the goods and it may also influence the buying decision of many others who might come in contact with them. The detailed study of Consumer Behaviour or Consumer Preferences focuses on-

35

 Who Buys products or services? How do they buy products or services? Where do they buy them? How often do they buy them? When do they buy them? Why do they buy them? How often do they use them?20

These questions will help in understanding the factors that influence the decision making process of the consumers. The buyers decision making process includes the following 23 :1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase behaviour

36

1. Problem recognition: - First and the foremost step is to identify the problem i.e. what actually one wants with regard to the product. 2. Information Search: - Second step is to search the relevant information regarding the Product which one wants. 3. Evaluation of alternatives: - Third step is to evaluate the collected information i.e. analyze the information. 4. Purchase decision: - In fourth step the product is actually purchased. 5. Post purchase behaviour: - In fifth step the consumer actually reacts against the quality, quantity etc received after the purchasing the product i.e. in this stage he reacts on the basis of his getting satisfied after the purchase of the product.

CUSTOMER SATISFACTION6&8
Satisfaction is a product of the alignment between prescribed functional and emotive performance elements and the ability of the company to meet the performance expectations. Sustained preference is a product of meeting these requirements over time.

Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectation 37

As the definition makes it clear, satisfaction is a function of perceived performance 3 and expectations. If the performance falls short of the expectations of the customer, the customer is dissatisfied. If the performance exceeds the expectations, the customer is highly satisfied or delighted.

Incubation Stage

Shopping / Purchase Stage

C n ic nth t th o v tio a e c o ele d toc rta h ic a s e in ds d e ire fun tio a c nl o tc ms u o e

Preference Formation Index
Preference Formation can include: Choice of channel Choice of retailer Choice of product feature Choice of service level

Trigger Stage

Product Selection

Post-Purchase Expectations Stage

C n ic nth t th o v tio a e c o ele h ic a s toc rta d e in d s de o e ire m ti v e o tc ms u o e

Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch, when a better offer comes along. Those who are highly satisfied are much 38

C n ic nth t th o v tio a e c o eis c n id re h ic os e d

less ready to switch. High satisfaction or delight creates an emotional affinity with the brain, not just a rational preference. The result is high customer loyalty.

In this highly competitive world customers plays a very important role. Thus, if a company wants to survive then it should look forward to the determinants of customer satisfaction. Though it is a very subjective issue that differs from individual to individual yet, identifying some basic parameters of customer satisfaction is important. Basic model of consumer decision making also referred to as EKB model (Engel, Kollat & Blackwell, 1969)4

Stage

Brief description The consumer perceives a need and becomes motivated to solve a problem. The consumer searches for information required to make a purchase decision

Problem recognition

Motivation

Information search

Perception

Information evaluation Decision Post-purchase evaluation

The consumer compares various brands and products

Attitude formation Integration

The consumer decides which brand to purchase

The consumer evaluates their purchase decision

Learning

39

CONSUMER BEHAVIOUR AND POST PURCHASES DISSONANCE

Traditionally, consumer researchers have approached decision making process from a rational perspective. This dominant school of thought views consumers as being cognitive (i.e., problemsolving) and, to some but a lesser degree, emotional. i Such a view is reflected in the stage model of a typical buying process (often called the consumer information processing model) depicted in Figure 1.

Problem Recognition

Information Search

Evaluation and Selection of Alternatives

Decision Implementation

Post-purchase Evaluation

Figure 1

The Consumer Information Processing Model

Source: Adopted from Kotler (1997), Schiffman and Kanuk (1997), and Solomon (1996)

In this model, the consumer passes through five stages: problem recognition, information search, evaluation and selection of alternatives, decision implementation, and post-purchase evaluation.

40

Problem Recognition5
In this information processing model, the consumer buying process begins when the buyer recognizes a problem or need. For example, Doug may realize that his best suit doesnt look contemporary any more. Or, Kathleen may recognize that her personal computer is not These are the kinds of problem that we as performing as well as she thought it should.

consumers encounter all the time. When we found out a difference between the actual state and a desired state, a problem is recognized. When we find a problem, we usually try to solve the problem. We, in other words, recognize the need to solve the problem. But how?

Information Search
When a consumer discovers a problem, he/she is likely to search for more information. Kathleen may simply pay more attention to product information of a personal computer. She becomes more attentive to computer ads, computers purchased by her friends, and peer conversations about computers. Or, she may more actively seek information by visiting stores, talking to friends, or reading computer magazines, among others. Through gathering information, the consumer learns more about some brands that compete in the market and their features and characteristics. Theoretically, there is a total set of brands available to Kathleen, but she will become aware of only a subset of the brands (awareness set) in the market. Some of these brands may satisfy her initial buying criteria, such as price and processing speed (consideration set). As Kathleen proceeds to more information search, only a few will remain as strong candidates (choice set).

Evaluation and Selection of Alternatives33

How does the consumer process competitive brand information and evaluate the value of the brands? Unfortunately there is no single, simple evaluation process applied by all consumers or by one consumer in all buying situations.

41

One dominant view, however, is to see the evaluation process as being cognitively driven and rational. Under this view, a consumer is trying to solve the problem and ultimately satisfying his/her need. In other words, he/she will look for problem-solving benefits from the product. The consumer, then, looks for products with a certain set of attributes that deliver the benefits. Thus, the consumer sees each product as a bundle of attributes with different levels of ability of delivering the problem solving benefits to satisfy his/her need. The distinctions among the need, benefits, and attributes are very important. One useful way to organize the relationships among the three is a hierarchical one (Figure 2). Although simplified, Figure 2 is an example of how a bundle of attributes (i.e., a product or, more specifically, personal computer) relates to the benefits and underlying needs of Kathleen.

Underlying Needs

Helps Me Survive Babson MBA Pogram

Benefits

Portability

Doesnt Break down

Economy

Computational Horse Power

Warranty Attributes Size Brand Reputation Software Bundle CPU Speed

Price

Hard Drive Size GlobeNet Ready

Figure 2

Hierarchical View of Needs, Benefits, and Attributes33

42

From this figure and the preceding discussion, you might recognize that the product attributes are relevant and important only to the extent that they lead to a certain set of benefits. Likewise, benefits are meaningful only if they can address the problem and be instrumental to satisfy the underlying need. As the underlying need is often personal, consumers differ as to their beliefs about what product benefits and attributes are more (or less) important and relevant in satisfying their needs. Based on their personal judgment on importance of benefits and attributes, consumers develop a set of attitudes (or preferences) toward the various brands. One may express his/her preferences of the brands in terms of ranking, probability of choice, and so forth.

Decision Implementation3
To actually implement the purchase decision, however, a consumer needs to select both specific items (brands) and specific outlets (where to buy) to resolve the problems. There are, in fact, three ways these decisions can be made: 1) simultaneously; 2) item first, outlet second; or 3) outlet first, item second.ii In many situations, consumers engage in a simultaneous selection process of storesiii and brands. For example, in our Kathleens personal computer case, she may select a set of brands based on both the products technical features (attributes) and availability of brands in the computer stores and mail-order catalogs she knows well. It is also possible, that she decides where to buy (e.g., CompUSA in her neighborhood) and then chooses one or two brands the store carries. Once the brand and outlet have been decided, the consumer moves on to the transaction (buying).

Post-purchase Evaluation2
Post-purchase evaluation processes are directly influenced by the type of preceding decisionmaking process. Directly relevant here is the level of purchase involvement of the consumer. Purchase involvement is often referred to as the level of concern for or interest in the purchase
iv

situation, and it determines how extensively the consumer searches information in making a

purchase decision.v

43

Although purchase involvement is viewed as a continuum (from low to high), it is useful to consider two extreme cases here. Suppose one buys a certain brand of product (e.g., Diet Pepsi) as a matter of habit (habitual purchase). For him/her, buying a cola drink is a very low purchase involvement situation, and he/she is not likely to search and evaluate product information extensively. In such a case, the consumer would simply purchase, consume and/or dispose of the product with very limited post-purchase evaluation, and generally maintain a high level of repeat purchase motivation (Figure 3).

Purchase

Product Use

Disposition

Simple Evaluation

Repeat Purchase Motivation

Figure 3

Low Involvement Purchase2

Source: Hawkins, Best, and Coney (1983)

However, if the purchase involvement is high and the consumer is involved in extensive purchase decision making (e.g., personal computer), he/she is more likely to be involved in more elaborate post-purchase evaluation often by questioning the rightness of the decision: Did I make the right choice? Should I have gone with other brand? This is a common reaction after making a difficult, complex, relatively permanent decision. This type of doubt and anxiety is referred to as post-purchase cognitive dissonance (Figure 4).

Post-purchase Dissonance Elaborate Evaluation

Dissatisfaction Repeat Purchase Motivation

Purchase

Product Use

Disposition

Figure 4

Elaborate Post-purchase Evaluation2

Source: Adopted from Hawkins, Best, and Coney (1983)

44

According to the research, the likelihood of experiencing this kind of dissonance and the magnitude of it is a function of:vi The degree of commitment or irrevocability of the decision, The importance of the decision to the consumer, The difficulty of choosing among the alternatives, and The individuals tendency to experience anxiety.

Because dissonance is uncomfortable, the consumer may use one or more of the following approaches to reduce it:vii Increase the desirability of the brand purchased. Decrease the desirability of rejected alternatives. Decrease the importance of the purchase decision. Reject the negative data on the brand purchased.

If the dissonance about the purchase is not reduced, the anxiety may transform into a dissatisfaction (general or specific). Certainly, this negative experience leads to a new problem recognition (Figure 1), and the consumer will engage in another problem solving process. The difference, however, is that in the next round of process, memory of the previous negative experience and dissatisfaction will be used as part of information. Therefore, the probability for the unsatisfactory brand to be re-selected and repurchased will be significantly lower than before.

45

COGNITIVE DISSONANCE AND DISSATISFACTION32 Business Dictionary: Cognitive Dissonance

In General: psychological theory of human behavior. The theory suggests that human beings
justify their behavior by changing their beliefs when these beliefs are inconsistent with behavior. For example, a man who says he does not believe in violence punches a salesperson. This juxtaposition of belief and action creates dissonance (conflict). The theory says that he will change his belief in nonviolence to justify his behavior.

Marketing (buyer's remorse): theory that a consumer may use a particular product because
he or she believes the advertising for that product, which claims that the product is the most effective of its kind in the job that it does. The consumer may then see a competitor's advertisement that seems to prove conclusively that this competitive product is better. This creates dissonance. The consumer must now relieve the uncomfortable feeling that the dissonance brings about and will often do so by switching products. Even though advertisers want to create dissonance for nonusers of their product, they do not want to create it for those who do use their product. Cognitive dissonance most often occurs after the purchase of an expensive item such as an automobile. A consumer who is experiencing cognitive dissonance after his or her purchase may attempt to return the product or may seek positive information about it to justify the choice. If the buyer is unable to justify the purchase, he or she will also be less likely to purchase that brand

46

Cognitive dissonance35:

The term cognitive dissonance, was originally coined by the psychologist Festinger (1957) and referred to the discomfort experienced when there is a discrepancy between what is known and believed and new information and interpretation. It most often occurs when the individual must choose between two equally attractive alternatives. This leads to a state of psychological discomfort. The theory of Cognitive Dissonance postulates that when dissonance occurs, the situation can be resolved by either discarding the new evidence or discarding the old belief (Festinger, Rieken and Schachter 1956). In the situation post purchase, this effectively means either ignoring the self doubts or evidence suggesting the item is not delivering according to expectations or rationalising its shortcomings and/or finding unanticipated other benefits in the purchase. The stage is following the actual purchase and before use actually leads to satisfaction or dissatisfaction and the stage involving actual use of the product. The extent to which dissonance is experienced varies according to the following: how important is the issue to the purchaser, the length of time taken to make the decision and the extent (if any) to which the decision once made, can be reversed. 47

 confidence in their ability to evaluate product quality (Souter and Sweeney, 2003). where extended problem solving is involved as happens when purchasing durable consumer goods or major appliances (Menasco and Hawkins 1978; Oliver 1997). willingness of consumers to adopt new ideas and innovations. Intuitively, those who might be classified as innovators or early adopters should be more likely to experience cognitive dissonance because they lack the psychological reinforcement that surrounds purchases by late adopters or laggards. age and gender - research in psychology found that men are more likely to experience cognitive dissonance that women (Willert Jr, 1995) and that younger consumers are more likely to experience dissonance than older consumers due to greater sophistication and higher expectations (Thompson, Pitts and Schwankovsky, 1993).quickly adopted by consumer behaviour research. Described as a psychologically uncomfortable state that arises from the existence of contradictory (dissonant, non-fitting) relations among cognitive elements (Festinger 1957) cognitive dissonance revealed high exploratory power in explaining the state of discomfort buyers are often in after they made a purchase. While research experienced its peak in the mid1970s (Sweeney et al., 1996), cognitive dissonance ceased to be a frequent topic on the research agenda thereafter. Customer satisfaction, complaint behaviour, and loyalty superseded cognitive dissonance asconstructs of key interest in consumer research. The reasons do not lie so much in a lack of interest but are rooted in considerable difficulties in the measurement of cognitive dissonance and, in particular, in its timing. The current study wants to contribute to overcoming both problems and to assess the relationship of cognitive dissonance on the one hand and satisfaction and loyalty on the other. .

48

LITERATURE REVIEW
Loudon L.David; Della J.Albert1 Comsumer Behaviour:- By studying this book, I came to know the definitions of consumer behavior .Post purchases dissonance was the center of study .The reasons and solution of the post purchases dissonance. consumer decision making process is viewed as starting when the Consumer engages in Problem Recognition which is when the consumer is activated by awareness of a sufficient difference between actual state of affairs and concept of ideal situations and then information search, information processing activities and purchase and post purchase behaviour which results in post purchase dissonance. Fishbeins Attitude Model is also taken from this book which helped in attitude measurement. Dell I Hawkins2 Introduction to the Consumer Behavior:-This book helpep me out determining the dision model while purchasing and post purchases model after purchasing the durable product has been quite beneficial study to understand the concept.

Schiffman. G. Leon and kanuk lazare Leslie concept of post purchases of the construct of the topic.

Consumer Behaviour3

:- By

studying this book, I came to know the definitions of consumer behavior .The basic evaluation has been determinant to understand the concept

Engel, Kollat & Blackwell4, 19694:- By studying this book, I came to know about the basic model of consumer decision making.The current example with respect to post purchases dissonance its reasons and the practical solution has been quite beneficial for the study. The basic model of consumer decision making EKB that is based on problem recognition, problem statement, information search, information evaluation , decision and post purchase behaviour and how it helps the marketer in designing marketing strategy.

49

Kardes, Frank R5.,Consumer Behavior and Managerial Decision Making

Kotler Philip, Marketing Management6:- The factors affecting the buyers decision are personal influence, motivation , learning, attitude ,perception , social class ,culture etc.

Nair, Suja R., Consumer Behaviour in Indian Perspectives7 : Introduction to consumer, customer and how the consumer behaves while making a purchase decision and defining consumer behaviour. Customer refers to someone who regularly purchases from a particular store and consumer refers to anyone engaging in acquiring, using or disposing of goods and services and ultimate consumer is one who purchase for the purpose of individual or household consumer.

Mamoria C.B. and Mamoria Satish

Consumer behaviour is the process where by

individuals decide what, when, where, how and from whom to purchase goods and services. Buying behaviour may be viewed as an orderly process here by individual interacts with his environment for the purpose of making market decision on products and services. Gupta.C .B and Dr. Nair. N. Rajan, Marketing Management9:- By studying this book, researcher came to know about consumer perception The power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction, greater capability or improved performance.

Kardes, Frank R10., Consumer Behavior and Managerial Decision Making

Cooper R.Donald; Schindler S.Pamela, Marketing Research- concepts & cases11:- The various steps involved in research methodology are recognition of problem ,literature review, sampling design ,research design, data collection, analysis and then hypothesis testing and statistical tools and then research report.

50

Kothari C.R.,12

Research Methodology -Methods and Techniques The various secondary data are websites, Company Magazines etc and the

methods of data collection are Interview method, observation method, survey method and source of collecting method adopted by the researcher is interview method and company websites. Jain, T.R., and Aggarwal, Dr. S.C.13:- Statistics for M.B.A:- various statistical tools to be used in the research in order to justify the study and hypothesis testing to be used and what are the various parametric and non parametric tests and test used by researcher is a non parametric test CHI SQUARE test. Anderson Hair, Black Tatham;14 Multivariate Data Analysis:- Different sources of data collection and the various methods to be used in collecting these data. The two sources of data collection are Primary and secondary sources and the methods of collecting this data are questionnaires, observation methods etc and the study about Multi dimensional scaling, Multi correspondence analysis and principal component analysis and multiple regression analysis and their interpretation. Jain, T.R., and Aggarwal, Dr. S.C.15:- Statistics for M.B.A:- various statistical tools to be used in the research in order to justify the study and hypothesis testing to be used and what are the various parametric and non parametric tests and test used by researcher is a non parametric test CHI SQUARE test. Cooper R.Donald; Schindler S.Pamela,16 Marketing Research- concepts & cases:The various steps involved in research methodology are recognition of problem ,literature review, sampling design ,research design, data collection, analysis and then hypothesis testing and statistical tools and then research report. Sharma D.D,17 Marketing Research:- The various research designs are descriptive, exploratory and Experimental research design. The research design being used by researcher in the study is descriptive and exploratory

51

Tull Donald S. & Hawkins Dell,18 Marketing Research Measurement and Methods, Methods of Data Collection & Survey Methodthis topic states the various methods of collecting the data based on different size and sample.and different methods of data collection

52

ANALYTICAL TOOLS
After collection of data another work necessary for any data collector is to correctly analysis that data. So statistical tolls helps us to correctly analysis the data .As I am here using the software for analysis of the data SPSS.

Factor Analysis
Factor analysis is a statistical method used to describe variability among observed variables in terms of fewer unobserved variables called factors. The observed variables are modeled as linear combinations of the factors, plus "error" terms. The information gained about the interdependencies can be used later to reduce the set of variables in a dataset. Factor analysis originated in psychometrics, and is used in behavioral sciences, social sciences, marketing, product management, operations research, and other applied sciences that deal with large quantities of data. Factor analysis is often confused with principal component analysis. The two methods are related, but distinct, though factor analysis becomes essentially equivalent to principal component analysis if the "errors" in the factor analysis model (see below) are assumed to all have the same variance

Descriptives:
Descriptive Statistics N Price Configration Battery Back-up Looks After sales services Valid N (listwise) 100 100 100 100 100 100 Minimum 3 3 1 1 1 Maximum 5 5 5 5 4 Mean 4.48 3.92 3.16 2.88 2.16 Std. Deviation .643 .631 .838 .998 .972

The cut off mean taken here is 3.00.Thus the variables which have mean score less than 3.00 are rejected and factor analysis is applied on rest of the variables. 53

Factor Analysis
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .572 16.344 3 .001

more than 0.5 which data collection and sampling has been adequate.
Anti-image Matrices Price Configration .903 .246 .246 .863 .067 -.200 .576a .278 .278 .551a .073 -.223 Battery Back-up .067 -.200 .931 .073 -.223 .608 a

Anti-image Covariance Price Configration Battery Back-up Anti-image Correlation Price Configration Battery Back-up

a. Measures of Sampling Adequacy(MSA)

After applying factor analysis on the factors having mean value more than 3.25 we get antiimage anti- image matrices. The variables which have anti image correlation value more than 0.5 are significant variables for the study.

Total Variance Explained Initial Eigenvalues % of Variance Cumulative % 49.103 49.103 28.632 77.735 22.265 100.000 Extraction Sums of Squared Loadings Total % of Variance Cumulative % 1.473 49.103 49.103

Component 1 2 3

Total 1.473 .859 .668

Extraction Method: Principal Component Analysis.

From columns initial eigenvalues and extraction sum of squared loadings we come to know about the the factors which have eigen values more than 1.0.there are only factor having eigen values more than 1.there are only two useful factors for our study.

54

Scree Plot

1.6

1.4

1.2

u l a v n e g i E

1.0

0.8

0.6 1 2 3

Component Number

The slope of the scree plot falls below 1.0 after two factors. The scree plot shows that only two components are having eigen value more than 1.0.

55

C ponent M om atrix

C onfigration P rice B attery B ack-up

C pone om nt 1 .778 -.689 .627

E xtraction M ethod: P rincipal C ponent A om nalysis. a. 1 com ponents extracted.

The component matrix shows that the variables add on configuration which component 1 and the variable number of channels contributes to component

contribute to

Reliability Analysis
Reliability analysis is an engineering discipline that applies various mathematical techniques to the measurement and prediction of the reliability of components and systems. The components under study may be mechanical, electronic, software, or other types. "Systems" could include anything from computers to rail transit. Measurements include failure rates, cumulative failures, and component lifetimes (time until failure). A variety of techniques are employed, drawn mainly from probability, statistics, and the theory of stochastic processes
Reliability Statistics Cronbach's a Alpha .644 N of Items 3

a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

The reliability test is applied to test the reliability of the data.The value of Chronbachs Alpha comes out to be more than 0.644 which indicates that the data is reliable and internally consistent.

56

Descriptives
Descriptive Statistics N Lenovo Compaq Dell Acer Sony Vaio Valid N (listwise) 100 100 100 100 100 100 Minimum 3 3 3 2 2 Maximum 5 5 5 5 5 Mean 4.21 4.26 4.56 3.42 3.99 Std. Deviation .686 .799 .671 .806 1.000

The cut off mean taken here is 3.25.Thus the variables which have mean score less than 3.25 are rejected and factor analysis is applied on rest of the variables.

Factor Analysis
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .606 144.501 10 .000

The value of KMO comes out to be more than 0.6 which data collection and sampling has been adequate.
Anti-image Matrices Anti-image Covariance Lenovo Compaq Dell Acer Sony Vaio Anti-image Correlation Lenovo Compaq Dell Acer Sony Vaio Lenovo .519 -.110 -.269 -.183 -.261 .597a -.185 -.594 -.346 -.506 Compaq -.110 .688 -.107 .146 .049 -.185 .787a -.205 .240 .083 Dell -.269 -.107 .396 .222 .257 -.594 -.205 .523a .479 .570 Acer Sony Vaio -.183 -.261 .146 .049 .222 .257 .539 .311 .311 .511 -.346 -.506 .240 .083 .479 .570 .368 a .592 .592 .219a

a. Measures of Sampling Adequacy(MSA)

57

After applying factor analysis on the factors having mean value more than 3.25 we get antiimage anti- image matrices. The variables which have anti image correlation value more than 0.5 are significant variables for the study.
T o t a l V a ria n c e E x p la in e d In itia l E ig e n v a lu e s E x t r a c tio n S u m s o f S q u a r e d L o a d in g s tio n S u m s o f S q u a r e d L o a d in g s R o ta % o f V a r ia n cC u m u la tiv e % T o ta l % o f V a r ia n cC u m u la tiv e % T o ta l % o f V a r ia n cC u m u la tiv e % e e e 4 3 .6 4 7 4 3 .6 4 7 2 .1 8 2 4 3 .6 4 7 4 3 .6 4 7 2 .0 7 3 4 1 .4 5 2 4 1 .4 5 2 2 6 .2 5 0 6 9 .8 9 7 1 .3 1 2 2 6 .2 5 0 6 9 .8 9 7 1 .4 2 2 2 8 .4 4 4 6 9 .8 9 7 1 5 .8 1 6 8 5 .7 1 3 1 0 .5 3 9 9 6 .2 5 1 3 .7 4 9 1 0 0 .0 0 0

C o m p o n e n t T o ta l 1 2 .1 8 2 2 1 .3 1 2 3 .7 9 1 4 .5 2 7 5 .1 8 7

E x tr a c tio n M e th o d : P r in c ip a l C o m p o n e n t A n a ly s is .

From columns initial eigenvalues and extraction sum of squared loadings we come to know about the the factors which have eigen values more than 1.0.there are only two factors having eigen values more than 1.there are only two useful factors for our study.

S cree P lot

2.5

2.0

1.5

u l a v n e g i E

1.0

0.5

0.0 1 2 3 4 5

C ponent N ber om um

58

Rotated Component Matrix(a)

a Rotated Component Matrix

Dell Compaq Lenovo Sony Vaio Acer

Component 1 2 .897 -.129 .771 .109 .694 .218 -.127 .935 -.418 -.688

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 3 iterations.

The component matrix shows that the variables Delland Compaq and Lenovo contribute to component 1 and the variable Sony Vaio and Acer contributes to component 2.

Again Factor Analysis:

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .658 62.271 3 .000

The value of KMO comes out to be more than 0.6 which data collection and sampling has been adequate.

59

Anti-image Matrices Anti-image Covariance Lenovo Compaq Dell Anti-image Correlation Lenovo Compaq Dell Lenovo .700 -.111 -.281 .673a -.155 -.427 Compaq -.111 .734 -.254 -.155 .701 a -.378 Dell -.281 -.254 .615 -.427 -.378 .619a

a. Measures of Sampling Adequacy(MSA)

The variables which have anti image correlation value more than 0.5 are significant variables for the study.
Total Variance Explained Initial Eigenvalues % of Variance Cumulative % 64.709 64.709 20.779 85.488 14.512 100.000 Extraction Sums of Squared Loadings Total % of Variance Cumulative % 1.941 64.709 64.709

Component 1 2 3

Total 1.941 .623 .435

Extraction Method: Principal Component Analysis.

From columns initial eigenvalues and extraction sum of squared loadings we come to know about the the factors which have eigen values more than 1.0.there are only two factors having eigen values more than 1.there are only two useful factors for our study.
Sr e l t ce P o

2 . 0

1 . 5

u l a v n e g i E

1 . 0

0 . 5

Cm nn Nm r o p et u b o e

60

The slope of the scree plot falls below 1.0 after two factors. The scree plot shows that only two components are having eigen value more than 1.0.

Reliability
Reliability Statistics Cronbach's Alpha .720 N of Items 3

The reliability test is applied to test the reliability of the data.The value of Chronbachs Alpha comes out to be more than 0.6 which indicates that the data is reliable andinternally consistent.

LINEAR REGRESSION

GOODNESS OF FIT COEFFICIENTS:

The coefficient of correlation (R), which is the square-root of the coefficient of determination; The coefficient of determination (R-square or R), allows to evaluate the proportion of the variability of the dependent variable that is explained by the selected explanatory variables. This coefficient ranges between 0 to 1. The closer the model to 1, the better the model. Since the value lies very close to 1, therefore, the model is quite befitting. The adjusted coefficient of determination (or adjusted R) which writes R^2 = [(n-1) R2-1]/(n-p-1) Where nis the number of observations and p the number of explanatory

61

The sum of squares of residuals (SSR), also named sum of squares of errors (SSE)

which writes Where yi is the observed value and i is the predicted value.

b Variables Entered/Removed

Model 1

Variables Entered Looks, Configratio a n

Variables Removed .

Method Enter

a. All requested variables entered. b. Dependent Variable: Price

Regression
b Variables Entered/Removed

Model 1

Variables Entered Looks, Configratio a n

Variables Removed .

Method Enter

a. All requested variables entered. b. Dependent Variable: Price

b Model Summary

Model 1

R R Square .320 a .102

Adjusted R Square .084

Std. Error of the Estimate .616

a. Predictors: (Constant), Looks, Configration b. Dependent Variable: Price

62

b ANOVA

Model 1

Regression Residual Total

Sum of Squares 4.185 36.775 40.960

df 2 97 99

Mean Square 2.092 .379

F 5.519

Sig. .005a

a. Predictors: (Constant), Looks, Configration b. Dependent Variable: Price

a Coefficients

Model 1

(Constant) Configration Looks

Unstandardized Coefficients B Std. Error 6.077 .533 -.355 .107 -.072 .068

Standardized Coefficients Beta -.348 -.112

t 11.408 -3.310 -1.063

Sig. .000 .001 .291

a. Dependent Variable: Price

a Residuals Statistics

Predicted Value Std. Predicted Value Standard Error of Predicted Value Adjusted Predicted Value Residual Std. Residual Stud. Residual Deleted Residual Stud. Deleted Residual Mahal. Distance Cook's Distance Centered Leverage Value

Minimum 4.09 -1.904 .063 4.04 -1.443 -2.344 -2.356 -1.458 -2.414 .051 .001 .001

Maximum 4.87 1.894 .160 4.86 .912 1.480 1.517 .957 1.527 5.655 .052 .057

Mean 4.48 .000 .103 4.48 .000 .000 .001 .001 -.002 1.980 .009 .020

Std. Deviation .206 1.000 .030 .207 .609 .990 1.003 .626 1.011 1.657 .013 .017

N 100 100 100 100 100 100 100 100 100 100 100 100

a. Dependent Variable: Price

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Charts
Scatterplot

Dependent Variable: Price

2

l a u d i s e R
-1 -2

) P ( l D z d u t S n o i s r g e R

-2

-1

Regression Standardized Residual

Correlations:
correlation (often measured as a correlation coefficient) indicates the strength and direction of a linear relationship between two random variables. That is in contrast with the usage of the term in colloquial speech, denoting any relationship, not necessarily linear. In general statistical usage, correlation or co-relation refers to the departure of two random variables from independence. In this broad sense there are several coefficients, measuring the degree of correlation, adapted to the nature of the data.

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The word correlation does not imply or mean, causation. A correlation simply means that two measures tend to vary together. A perfect positive, one-to-one (1:1) correlation has a correlation coefficient of +1. A perfect 1:1 negative correlation has a correlation of -1. Since everything varies, one rarely sees a perfect correlation. If you see a perfect correlation coefficient doubt it. As a rule of thumb a strong correlation or relationship has an r-value range of between 0.85 to 1, or -0.85 to -1. In a moderate correlation, the r-value ranges from 0.75 to 0.85 or, -0.75 to -0.85. In a weak correlation, one that is not a very helpful predictor, r ranges from 0.60 to 0.74 or -0.60 to 0.74. Though an entirely random relationship equals, 0.00, any relationship that has a correlation r-value that is 0.59 and below is not considered to be a reliable predictor.
Correlations Price Price Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Configration 1 -.303 ** . .002 100 100 -.303 ** 1 .002 . 100 100 -.144 .254 * .153 .011 100 100 .028 -.401 ** .784 .000 100 100 -.124 .483 ** .218 .000 100 100 Battery Back-up -.144 .153 100 .254 * .011 100 1 . 100 -.025 .804 100 .415 ** .000 100 Looks .028 .784 100 -.401 ** .000 100 -.025 .804 100 1 . 100 -.063 .531 100 After sales services -.124 .218 100 .483 ** .000 100 .415 ** .000 100 -.063 .531 100 1 . 100

Configration

Battery Back-up

Looks

After sales services

**. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

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ATTITUDE MEASUREMENT MODELS1&4

Fishbeins Attitude Model:

It is a multiattribute attitude model.This model says that people form attitude towards objects on the basis of their beliefs (perceptions and knowledge) about these objects.Therefore to understand consumers attitude adequately we must determine the beliefs that form the basis of these attitudes. Any object has numerous attributes and an individual will process information and form beliefs about many of these individual attributes.Therefore ,Fishbeins Model is constructed so that a persons overall attitude towards some object is derived from his beliefs and feelings about various attributes of the object. Fishbeins Attitude Model can be expressed in equation form as:

Ao= i=1 to n biei

Where Ao=the persons overall attitude towards the object. bi=the strength customers belief that the object is related to attitude i. ei=customers evaluation or intensity of feelings towards attribute i. n=the number of relevant beliefs for the customer.

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Fishbeins Multiattribute Attitude model ( Compaq) (On a 7-point balanced scale ranging from -3 to +3) Attribute Belief Strength(bi) Price of the +3 Evaluation Score(ei) +3 +1 +3 +1 +3 +9 +2 +9 +3 +9 Brand Score Maximum attainable score +9 +9 +9 +9 +9

laptop Looks +2 Configuration +3 Battery +3 Backup After Sales Services +3

Brand score=9+2+9+3+9=32 Maximum attainable score=45 Overall attitude towards Compaq=32/45

Conclusion: Overall positive attitude towards Compaq

Fishbeins Multiattribute Attitude model ( Lenovo)

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(On a 7-point balanced scale ranging from -3 to +3) Attribute Belief Strength(bi) Price of the +3 Evaluation Score(ei) +3 +1 +3 +1 +3 +9 +2 +9 +3 +9 Brand Score Maximum attainable score +9 +9 +9 +9 +9

laptop Looks +2 Configuration +3 Battery +3 Backup After Sales Services +3

Brand score=9+2+9+3+9=32 Maximum attainable score=45 Overall attitude towards Compaq=32/45

Conclusion: Overall positive attitude towards Lenovo

Fishbeins Multiattribute Attitude model ( Dell) (On a 7-point balanced scale ranging from -3 to +3) Attribute Belief Evaluation
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Brand Score Maximum

Strength(bi) Price of the +3

Score(ei) +2 +3 +3 +3 +2 +6 +6 +9 +9 +6

attainable score +9 +9 +9 +9 +9

laptop Looks +2 Configuration +3 Battery +3 Backup After Sales Services

Brand score=6+6+9+9+6=36 Maximum attainable score=45

+3

Overall attitude towards Compaq=36/45

Conclusion: Overall positive attitude towards Dell

Fishbeins Multiattribute Attitude model ( Acer) (On a 7-point balanced scale ranging from -3 to +3) Attribute Belief Strength(bi) Evaluation Score(ei) Brand Score Maximum attainable score
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Price of the

+3

+2 +2 +2 +1 +1

+6 +4 +6 +3 +3

+9 +9 +9 +9 +9

laptop Looks +2 Configuration +3 Battery +3 Backup After Sales Services

Brand score=6+4+6+3+3=22 Maximum attainable score=45

+3

Overall attitude towards Compaq=22/45

Conclusion: Overall neutral attitude towards Acer

Fishbeins Multiattribute Attitude model ( Sony Vaio) (On a 7-point balanced scale ranging from -3 to +3) Attribute Belief Strength(bi) Price of the laptop
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Evaluation Score(ei) +1

Brand Score Maximum attainable +3 score +9

+3

looks +2 Configuration +3 Battery +3 Backup After Sales Services

Brand score=3+6+9+6+6=30 Maximum attainable score=45

+3 +3 +2 +2

+6 +9 +6 +6

+9 +9 +9 +9

+3

Overall attitude towards Compaq=30/45 Conclusion: Overall positive attitude towards Sony Vaio

Chapter 4
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Purpose Business Professional Study Entertainment Other

User 10 35 55 0 0

Data Analysis
1.What is the purpose to use laptop?

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Laptop Compaq Lenovo Dell Acer Sony Vaio

No. of respondent

User 43 34 15 5 3

Other Entertainm ent Study Professional Business

Interpretation:Amomg the all 100 respondent , 55 % respondent purchased laptop for the purpose of study and
similarly 35 % and 10% have purchased laptop fof the purpose of profession and business . but there was no respondent purchased laptop for the purpose of entertainment and other.

Qu.2 which brand laptops do you have?

0 0 55 35 10 0 10 No. of respondent 20 30 40 50 60

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No.of respondent Sony Vaio Acer Dell Lenovo Compaq 0 10

Interpretation:Among all the 100 respondents major segment is of Compacq and Lenovo respectively 43% and
34% .Among the left respectively. 15% costomer use Dell and 5% and3% uses Acer and Sony Vaio

Qu.3 Who did you influence and guide you to purchase the laptop?

3 5 15 34 20 No.of respondent 43 30 40 50

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Influencer Family Peers Friends Advertisement Opinion Leader

User Opinion Leader Adervertisement Friends peers Family 3 0 10 20 30 User 40 50 60 34

User 3 34 52 7 4

4 7 52

Interpretation:While purchasing the laptop , most of the people discuss with or influence with their friend and peer group. Advertisement only influence 7% people and the contribution of opinion leader and family is also very less respectively 4% and 3%.

Qu.4 How much information search do you do before purchasing the laptop?
Information Search Extensive High Level Limited Low No Information Search No. of Respondent 5 70 20 5 0

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No. of Respondent No Information Search Low Limited High Level Extensive 5 0 10 20 30 40 50 60 70 80 No. of Respondent

Interpretation:-While purchasing the laptop 70% people go with the high level search.
Whereas no one is as who does not participate in search process.

Qu.5 What is the most important factor while purchasing a laptop?(Rate the preference 5 for most important and 1 for least important.)

0 5 20 70

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Factor Price Looks Battery Back-up Configuration After Sales Services

Respondents After Sales Service s Configuration Battery Back -up Looks Price 0 10 15 16 40 20 30

Respondents 36 11 14 32 7

Interpretation:At the time of the purchases of laptop people basically consider two factor with the high consideration. 40% respondent consider price and 24% respondent consider configuration of the laptop most.

Qu.6 Where do you rate your laptop on the term of importance on the following term? ( Rate the preference 5 for most important and 1 for least important.) 77

5 24 40 50 Respondents

Factor Price Looks Battery Back-up Configuration After Sales Services

Respondents 40 16 15 24 5

Interpretation:Most of the respondent says that they considered price , configuration and after sales services as the most important considerable factor. Whereas relatively give less attention. on the looks and battery backup people

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Qu.7 How much difference do you find in your and other companys laptop in the same product range? (Rate the preference 5 for most important and 1 for least important.)
Satisfaction Highly Differentiated Differentiated Neutral Least Differentiated Highly Undifferentiated
Respondents Highly Undifferentiated Least Differentiated Neutral Differentiated Highly Differentiated 0 6 10 20 30 40 50 Respondents 29

Respondents 6 29 44 15 6

6 15 44

Interpretation:In the same product range 44% respondent says that they have neutral differentiation . Whereas 29% says that there is the differentiation in the same product range.6% respondent assumes that they have highly undifferentiated laptop so about 25% respondent have a least dissonance on the basis of the product different ion.

Qu.8 Where do you rate your laptop with satisfaction on the basis of the following term?

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Ranks Price Configuration Looks Battery Back-up After Sales Services

Compaq 36 24 18 12 10

Lenovo 38 24 12 11 15

Dell 16 29 22 18 15

Acer 27 24 22 13 14

Sony Vaio 14 31 23 18 14

Respondents Highly dissatisfied Dissatisfied Neutral Satisfied Highly satisfied 0 6 10 20 30 40 50 Respondents 29

6 15 44

Interpretation:-

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Among 100 respondent about 30% respondent are completely satisfied . Whereas 44% of respondent are in neutral mode and 22% respondent have dissonance with their laptop.

Qu. 9.How likely are you to change your laptop?

Preference Most Likely Likely Neutral Unlikely Most Unlikely

Respondent 7 18 25 47 3

Respondent Most Unlikely Unlikely Neutral Likely Most Likely 0 7 10 20 30 Respondent 40 50 18 25

3 47

Interpretation:-

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Among the 100 respondent 47% dont want to change ,whereas 25% respondent have dissonance and they want to change the laptop again 25% respondent are in the neutral mode for the decision.

Qu.10. What feature s improvement would you like in your laptop?

Feature Price Looks Battery Back-up Configuration After Sales Services

Respondent 10 15 38 17 20

Respondent After Sales Services Configuration Battery Back-up Looks Price 0 10 5 10 15 20 25 30 35 40 Respondent 15 20 17 38

Interpretation:Among all the respondent about 38% respondents have the opinion that in the usage battery backup is the most important consideration and 20% respondent says that after sales services is the second most important consideration.

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Measures More Demo of Usage Improved Customer Care Services improved Product Development Extended Warranty or Guaranty Other Measure

Respondent 32 28 15 45 3

Qu.11. What do you expect from the side of marketer to reduce your dissonance?

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Respondent Other Measure Extended Warranty or Guaranty improved Product Development Improved Customer Care Services More Demo of Usage 0 10 15 28 32 20 30 40 50 Respondent

3 45

Interpretation:Among all the 100 respondent 32% and 28% customer want more demo of usage and improved customer care services respectively., whereas about 45% respondent demands extended warranty or guaranty.

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Chapter - 5

POLICY IMPLICATIONS

A detailed study helps us in the conclusion of various important things and the major conclusions made are:-

Costumers post purchases dissonance occurs because of the difference between desire and actual product efficiency so marketer must understand the root cause and act accordingly. Marketer must take some important measure like value addition services to the customer to mitigate the dissonance on the laptop.

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 Post purchases dissonance must be taken in positive way and understood as opportunity for the marketers by developing present dissonance less laptop to the customers Prices of laptop should be kept reasonable as it plays a very important role in the buying decision of the customer. Every company should also manufacture the laptop of international style and looks. Marketers must segment customers and based on it Laptops must be in the form of different price label and configuration It should run the awareness camps through which one can get the information regarding the laptop as people are very less aware about the laptops and its utility. It should use the proper media to make the people aware about the laptops. It should run the free service camps and awareness camps. It should increase the no. of authorized dealers and service stations

Family members and friends play a very important role in the buying decision, so the every company should influence this segment also. It should provide better after sale services. It should make events at national level. The organization should recruit the skilled enthusiastic and free minded marketing consultant. So that they could give proper information to customer and sales of laptop could be increased. The study shows that there is less awareness for the company's laptop in market. Many consumers dont know about company, companys new product with its feature and price etc. So it is suggested to the company to make aware about its planning and mobile products through hoardings, advertising, personal selling etc.

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 The product should be profitable for the client and the financial consultant so that they can be easily sold. Company should provide more facility to consumer except these attribute. Company should make more advisors so that they can cover up whole consumers and advertising must be informative.

Company must not be reluctant to resolve the dissonance of the customer. Even the marketing department is not having a definite faade; company is employing its profits from the laptop industry to this laptop segment. Technically the laptop are not sound 100% hence the customers must be checked before any actual purchase is to be made by them. Media coverage can be increased so as to grab the market of other segments i.e. media must stress on the informative and positive features and qualities of the product. The company must conduct surveys to know the present level of dissonance among the customers. Quality and Price can be made the USP of the companys advertisement campaign. There are known for their low price and high reliability in its earlier products as well, this can be taken care of by pricing the products. Company should follow the concept of mass marketing ,because the need of laptop is going high day to day. So company should promote the new feature through advertising on television, internet etc. Company should know about the consumer attitude through research what they need. According to their need company should introduce new and demanded laptop in a market.

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CONCLUSION

We can say that all the companies are well established and they have captured good market share people consider all the attributes are well important but people consider price and configuration as a big thing for their purchase decision. Mostly people switch from one brand to another to change their experience and. People know about these brands through their friend , peer group and advertisement. On the basis of price and configuration people prefer and satisfy with Compaq, Lenovo and Dell. Acer and Sony Vaio satisfy with configuration but there is the dissonance with price and after sales services. People have overall good post purchase behavior in the case of Compaq , Lenovo

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and Dell but some people have poor experience with the Acer and Sony Vaio especially in term of price. Most of the people suggest their laptop likely to others and also recommend their laptop to their friends. Most of the people are influenced by the opinion of their friends and family members. When we apply the Fishbein multi attribute model to find out the attitude of respondents towards mobiles, we find that most of the people hold positive attitude towards their laptop. On the basis of above study I found that most of the people go for repeat purchase of their laptops and also suggest to other.

BIBLIOGRAPHY
BOOKS:
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Published by: Kitab Mahal (page no. 161) Published by: Sultan chand & sons.

JOURNALS:
JOURNAL OF MARKETING September,2007 90

DIGIT (Diwali Special issue)Octuber,2008 PC QUEST AUGUST, 2008 PC QUEST MARCH, 2008 BENEFIT OCTOBER, 2007 BENEFIT NOVEMBER , 2008. IT SEPTEMBER 2007 GADGEGS AND GIZMOS JUNE2008 MARKETING MASTERMIND, AUGUST 2007 ELECTRONICS FOR YOU, DECEMBER 2008

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