RIJM Volume 2, Issue 11 (November 2013) ISSN: A Journal of Radix International Educational and. Research Consortium RIJM

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1 A Journal of Radix International Educational and Research Consortium RIJM RADIX INTERNATIONAL JOURNAL OF RESERCH IN MARKETING AN EMPIRICAL STUDY OF CONSUMER BUYING BEHAVIOUR WHILE PURCHASING LAPTOP Lalita, Lecturer Department of commerce PT NRS GC, Rohtak Naveen Kumar, Research Scholar Department Of Commerce M.D.U., Rohtak Ruchika, Lecturer Department of commerce PT NRS GC Rohtak ABSTRACT As we are living in a world of Information Technology, Internet and Computers play a key role now days. In the present study researcher investigated the Buying Behavior of the consumers while purchasing laptop. The present study is conducted in Rohtak City. Data has been collected from 100 customers from Rohtak city and analyzed with the help of SPSS Software using Descriptive Statistics and Cross Tabulation. The study revealed that DELL is the most popular brand among the customers. Furthermore it was again revealed that there are six important factors that help customers to make decision regarding purchase like Brand Image, RAM Size, Hard Disk Size, Operating System, Quality & Battery life. INTRODUCTION The introduction of computer technology to the consumer market brought with it an evolution change within the household that is comparable to the likes of radio and T.V in the 20 th centuary. The Laptop industry has blurred the differentiation of brands in today s era with cut throat competition. Now not a single company dominates the market because of the excusive products. Each company can provide the required microprocessor, memory, graphics or functionality. Laptops are a definite need than a luxury in today s fast paced world. Having a portable PC that helps to take work along with, to all the places that one goes, has actually becomes a necessity. There are many factors to be considered while purchasing a laptop. As we concentrate on consumer buying behaviour it is essential to know the consumer buying behaviour. 1 P a g e

2 Consumer buying behaviour is the decision processes and acts of people involved in buying and using the products. Consumer behaviour is the study of how individual make decision to spend their available resources like time, money, efforts on consumption related items. It includes the study of what they buy, when they buy, how often they buy it and how often they use it. The customer base of a company consists of three groups of customers: Stayers (those who had never switched from a previous brand), Satisfied switchers (those who switched for reasons other than dissatisfaction), and dissatisfied switchers (those who switched because they were dissatisfied from their previous brand) (Ganesh et al., 2000). Understanding the attitudes of these three different groups of customers plays an important role when implementing effective and feasible retention and loyalty strategies. Furthermore, it is also crucialto understand whether there are differences among these groupsin terms of factors affecting theirfuture laptop purchase when they are upgrading their computers. LITERATURE REVIEWS Pinki Sharma (2012) conducted research on Brand choice of Laptop by Management and Engineering students to determine the laptop usage and to identify & evaluate the factors impact on laptop purchase decision of the students. A total of 150 students were included in the survey. Data were analyzed by using chi-square test. Result indicated that most of the students were agreeing towards the fact that laptop is helpful in their study. Rahul Kanwar (2012) investigated on Consumer Behaviour while purchasing laptop in Chandigarh and Mohali with the objective to study the consumer behaviour while purchasing laptop. A total of 100 respondents were included in the survey. Data were analyzed with the help of Mean and Standard Deviation. Result revealed that there are seven factors which influence consumer s laptop purchase decisions. These factors are core technical features, post purchase services, price & payment conditions, peripheral specifications, physical appearance; value added features and connectivity & mobility. RinalB.Shah (2012) in their study investigated on factors influencing Brand Equity towards laptop brands to find the relationship between the attributes like gender of laptop user, preferred brand, importance of features and information sources used by them in purchase decision. The study has been conducted in Ahmadabad city. The finding extracted from analysis showed that the ownership of laptop is dependent on gender of respondents. Results also indicated that perceived quality and brand loyalty has strong & positive impact on overall brand equity while brand awareness and brand association will not influence overall brand equity directly. Dr. H.S Adithya (2013) conducted a survey of 200 respondents in Bangalore City to know the consumer buying behaviour towards laptop and to determine various factors that influence in selecting laptop. Data were collected from respondents through structured questionnaire. The finding extracted from analysis showed that there are 8 factors that helps students to make decision regarding purchase like Hardware, Design, Offer, Brand, Original Software, components, Advertisements and innovation. In addition, DELL is the popular brand among the consumers. 2 P a g e

3 OBJECTIVES OF THE STUDY 1. To study the consumer Behaviour while purchasing the Laptop. 2. To identify the popular laptop brand among the consumers. 3. To identify the satisfaction level in regards to various brands. RESEARCH METHODOLOGY Sample In this study the target sample size was 100 respondents from Rohtak City. Convenience sampling method was adopted in this study. Data Collection Method The questionnaire for the present study was designed based on the objectives of the study. Five point liker scale is used for this study. Questionnaire was divided in two sections. Part A consisting questions relating to personal profile of the respondents and Part- B consisting factors which are most preferred by the consumers while purchasing laptop. Analysis of Data The Techniques used for the analysis were Mean, Standard Deviation and Crosstab. Figure 1. Showing Gender of the Respondents: Above figure shows that 83 Male Users & 17 Female users of Laptop have been taken in to consideration for this study. Figure 2. Showing Age Group of the Respondents 3 P a g e

4 The above figure shows that 82 Laptop users are from the Age Group below 30 and 9 Laptop Users are from the both Age Group & Figure 3. Showing Popular Brand of Laptop Above Figure shows that Dell is most popular brand among the respondents having 50 share. Sony & Compaq both have equal market share with 11. Similarly Apple & HCL have equal market share with 9. HP is having 9 share and market share of Acer & Lenovo are 5 & 1. TABLE 1. SHOWING IMPORTANCE OF LAPTOP FEATURES IN PURCHASE DECISION: 4 P a g e

5 Features Standard Mean Deviation Brand Image RAM Size Hard Disk Size Screen Size Price Operating System Processor Speed & Type Ease of Usage Weight DVD/CD Reader Battery Life Warranty &Guarantee Conditions Quality Payment Conditions Insurance Discount After Sale Service Above table shows the features which were considered by respondents while purchasing laptop. Table shows that all the features were considered important but respondents gave most consideration to Brand Image, RAM Size, Hard Disk Size, Operating System, Quality, Battery life which had the highest Mean Value respectively: 4.71, 4.82, 4.79, 4.80, 4.78, and TABLE 2: SHOWING SATISFACTION OF RESPONDENTS: Brand of Laptop Satisfaction TOTAL Yes No DELL Apple Sony Compaq Acer Lenovo P a g e

6 HP HCL Above table shows the satisfaction of respondents regarding their purchase of Laptop. Result reveals that satisfaction of DELL Brand users &Sony Brand users is high 86.3 & TABLE 3: SHOWING DISTRIBUTION OF RESPONDENTS ACCORDING TO THREE CONSUMER GROUPS: Group Frequency Stayers 47 Satisfied Switchers 37 Dissatisfied Switchers 16 Above table shows the distribution of respondents according to consumer group. Stayers (those who had never switched from a previous brand), Satisfied switchers (those who switched for reasons other than dissatisfaction), and dissatisfied switchers (those who switched because they were dissatisfied from their previous brand). Result reveals that 47 respondents were Stayers while 37 respondents were Satisfied Switchers and 16 respondents were dissatisfied switchers. LIMITATION OF THE STUDY 1. The research was generated for small sample size only. 2. The research was limited to Rohtak City only. FINDINGS &SUGGESTIONS 1. It is found from the present study that Dell is the popular Laptop Brand among the respondents. 2. In this study it has been found that there are six factors which influence consumer s purchase decision most. These factors are as follows: Brand Image, RAM Size, Hard Disk Size, Operating System, Quality, Battery life etc. Importance should be given to the factors like Design, Quality, Software, Advertisement and Insurance 3. It has been found that satisfaction of Dell brand users is high. All companies are not satisfying the need like weight and Quality. Quality should be improved. 4. As per the suggestions laptop shape should like a paper ( Foldable, Thin, Light). REFERENCES 6 P a g e

7 Adithya, D. H. (2013). Consumers Buying Behaviour - An Empirical study on Laptop Purchase in Bangalore City. Indian Journal of Applied Research, 3(2), Das, D. D. (2012). An Empirical Study of Factors influencing Buying Behaviour of Youth Consumers towards Mobile handsets. Asian Journal of Research in Business Economics & Management, 2(4), Kanwar, R. (2012). Study of consumer behaviour while purchasing Laptops in Chandigarh & Mohali. International Journal of Computing and Business Research, 3(2), 1-4. R, S. (2012). A Study on various factors influencing students laptop purchase among various students in VIT University. International Journal of Research in IT, Management & Engineering, 1(3), Shah, R. B. (2012). An Empirical Study on Factors Influencing Brand Equity Towards Laptop Brands. International Journal of Advanced Research in Management and Social Science, 1(3), 1-5. Sharma, P. (2012). A Study of Brand choice of laptop by Management & Engineering Students. Journal of Arts, Science & Commerce, 3(4), P a g e