A CRITICAL STUDY ON CONSUMER PURCHASE BEHAVIOUR TOWARDS DIFFERENT COMPUTER BRANDS WITH REFERENCE TO HCL ( No of pages: 97)

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TABLE OF CONTENT

CHAPTER 1
INTRODUCTION 9

CHAPTER 2
INDUSTRY & COMPANY PROFILE 16

CHAPTER 3
RESEARCH METHODOLOGY 38

CHAPTER 4
BACKGROUND OF THE STUDY 41

CHAPTER 5
DATA ANLYSIS AND INTERPRETATION 80

CHAPTER 6
FINDINGS AND SUGGESTIONS 89

Conclusion 92
References 93

INTRODUCTION:-
Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace when purchasing a product or service. Buying Behaviour is the decision processes and acts of people involved in buying and using products.
Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:
• Buyer’s reactions to a firms marketing strategy has a great impact on the firms success.
• The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.
• Marketers can better predict how consumers will respond to marketing strategies.

OBJECTIVES OF STUDY:-
1) To analysis the consumer preference towards different computer brands
2) To analysis the overall performance of the computer brand
3) To analysis the factors that considered by the consumer while purchasing
4) To analysis customer satisfaction
5) To analysis consumer trust on brands

PROBLEM STATEMENT:-
o HCL product feedback and market share of HCL and compared to other IT companies. Company wants to know the satisfaction level of customer with its products

o The business of HCL, The Company wants to know the potential market for its different product in order to expand and retain its market share.

LITERATURE REVIEW:-
Venkateswara and Reddy studied about the marketing of television sets among 300 households of Prakasam district of Andhra Pradesh. It was found that, in most of the cases head of a household and his wife acted as a decision maker. Influence of wealth, income, education and savings were found negative. But influence of advertisement was found higher (97%) in the study.

Ruche and Harman made a comparative study on urban and rural consumer behaviour. Their study revealed significant difference in considering brand image, guarantee, warranty, credit availability, foreign collaboration, latest technology and after sales service and insignificant difference between the two populations in considering durability and price while making purchase decision. The first three most important factors in the rural market were price, credit availability and durability, where as in the urban market the first three factors were price, latest technology and durability.

Sarwade opined that to sell durables products in market, the company image and price were more important than the name of the product. His study revealed that consumers in urban areas preferred costly and quality products but those in rural area preferred low cost durables. It was also observed that, the higher income groups customers from city and rural areas keep changing their attitude towards the purchasing pattern of consumer durable goods. They purchased moderate and technological brands products from the market. The study also revealed that the young generation customers always spent more money on luxurious durable goods and services, and the female customers were more keenly interested in the purchase of consumer durable goods in the market. It was concluded that the price was the main sales appeal for consumer durable goods for middle income group and they bargained over the purchases but sometimes higher income group customers did not worry about the price of the consumer durable goods.

METHODOLOGY:-
SOURCE OF RESEARCH DATA:
There are mainly two sources through which the data required for the research will be collected.
PRIMARY DATA:
The primary data will be gathered through personal interaction with various functional heads and other technical personnel. Questionnaire will be used for survey during the internship.

SECONDARY DATA:
Secondary source is that information that is obtained from those sources other than direct sources and the information will be collected through the following ways.
• Company’s Website.
• Magazines and Journals.
• Text books published on Human Resource Management.
• Websites and Search engines.
• Other records.
SAMPLING DESIGN
A Sample design is a definite plan for obtaining a sample from a given population. It is the procedure used by the researcher in selecting items for the sample.
POPULATION
Population is a set of finite or infinite collection of individuals. Population of this study will be the workers and staff. Population size for the study will be 400.
SAMPLE SELECTION:
A sample is known as the sub-unit of population which shares the similar features. The number of units in the sample is known as the sample size.

SAMPLE SIZE
Sample of present study will consist of 40 respondents of various departments of the organisation.

Sample : Employees of the organization

Sampling techniques:-
Random sampling will be used in the study.
Target respondents:-
Employees of the company
Data analysis techniques:-
Data will be analysed using various methodologies and graphical representation like pie charts, bar charts etc.
STATISTICAL TOOLS:-
 Percentage analysis
 Pie diagrams

RESEARCH PROCEDURE
Responses will be gathered from participants on all the items of the questionnaire. Participants consisted of employees of the organisation. All responses will be used for data and statistical analysis.

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