MARKETING RESEARCH ANALYSIS ASSIGNMENT

Methodology Key dimensions and variable are the heart of any research analysis therefore after reading the case thoroughly we carefully selected following variables which we believe are aligned with key dimensions of this research analysis. Different variables selected were: 1) Online_Hours, which was selected to gauge the usage of internet of DELL consumers 2) Overall Satisfaction, this variable was developed as a result of combination of Q4, Q5 Dan Q6 of questionnaire. It was selected in order to understand the overall satisfaction level of DELL consumers. 3) Overall Early Adopters, this variable was selected in order to gauge the attitude of early adopters who have the power to heavily influence consumers purchases by recommending them a certain brand. This variable was also formed by adding rating score of question 10, few questions rating were not included because they would have changed our results. 4) Overall Customer perception of brand: This variable was developed as a result of adding ratings of relevant systems in Q8, this variable was selected in order to see overall perception of DELL in consumers mind. 5) Price sensitivity: This variable has been selected too gauge price sensitivity among DELL consumers. 6) Age and income Analysis Price sensitivity is not strongly related to income; people in group 3 are least price sensitive and those in group 6 are most price sensitive, whereas rest of the income groups have almost average rating score. People in age group of 20-24 are least price sensitive, whereas those in age group of 65-69 are most price sensitive Early adopters seem satisfied with Dell and also have a good overall brand perception. Younger people in the age bracket of 20-24 are the most satisfied customers of Dell. The people in their late 40s were the also highly satisfied. People in mid-thirties seem to be the least satisfied with Dell products. Same age groups i.e. the 20-24 and 44-49 years, have the best brand perception. People in age group 20-24 are most heavy users of internet and they even have good satisfaction and brand perception. Therefore it can be inferred that people who are heavy users on internet are most loyal customers of Dell.

Segmentation based on analysis From analysis we can classify dell consumers into below mentioned segments a) Fledglings This segment consists of people who are heavy internet users, very loyal, highly satisfied and least price sensitive. Age groups (2,4,7,8) are included in this segment. b) Generation X This segment has poor brand perception and low level of satisfaction with Dell products. They are late movers in the market when it comes to adopting technology and change in Dell products prices will have high impact on their decision making. Age groups (1,3,9,10,11) are included in this segment. Segment 6 lies in between fledglings and generation X, therefore we havent classified it seperately under any of the above segment.