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(UNDER SECTION 3 OF UGC ACT 1956) PROJECT ON A STUDY ON CONSUMER BUYING BEHAVIOUR OF HCL PRODUCTS In partial fulfillment of the requirements in the fourth semester
H C L INFOSYSTEMS LTD
BONAFIDE CERTIFICATE
This is to certify that this project report A STUDY ON CONSUMER BUYING BEHAVIOUR OF HCL PRODUCTS is the bonafide work done by Mr. Krishna Chandan who carried out research under my supervision. Certified further that to the best of my knowledge the work reported does not form part of any other project report on dissertation on the basis of which a degree or award was conferred on an earlier occasion, on this or any other candidate. PROJECT GUIDE DR. SHANTHI VENKATESH HEAD OF THE DEPARTMENT Dr. JAYSHREE SURESH
ACKNOWLEDGEMENT
We thank God for his grace that sustained us to complete this project work successfully. We wish to express sincere thanks to our beloved Shri.T.R.Pachamuthu, Chancellor of SRM University who provided us this opportunity to do the work. Our deep sense of gratitude and profound thanks to Dr. Jayshree Suresh, Dean/ MBA, SRM School of Management for importing her wise knowledge and excellent guidance in enabling us complete this project successfully. We are thankful to our Faculty, Dr. Shanthi Venkatesh for her guidance and encouragement throughout the project and also for offering us suggestions without which this project would not have been completed. I also thank the others in the management who decided our various doubts and helped us understanding their respective department.
Krishna Chandan
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Title Preface Executive Summary Introduction Company Overview Company Profile Company marketing Strategy Vision & Mission statement of the company Organization structure Product Profile Introduction to consumer buying behavior Objective, scope & Limitations Objective of the study Scope of the study Limitations of the study Research Methodology Research methodology Research design Importance of descriptive research Data collection method Sample design Statistical tool used for analysis Data Analysis & Interpretation One way analysis of variance Summary Summary of findings Suggestions & recommendations Conclusion Swot analysis Bibliography Questionnaire
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PREFACE
True learning is born out of experience and observation. Practical experience is one of the best types of learnings that one can remember throughout the life. Research Project not only develops individual skills and abilities but also provides proficiency in work performance. I want to express my experience and practical knowledge which I gained during the dissertation project at S.R.M. school of management It was my good experience when I went to the market not to buy any thing but to do the survey and to know Consumer Behavior towards purchasing a laptop and desktop in the market. The basic need of survey is to ensure about the policies and the strategies in the market. For accomplishment of the project report I daily think about the conditions and views and then I used to compose the whole thing on computer. In making the project report theoretical knowledge was needed more than the practical which was given to us by our professors in our institutes. In the market the experience relating to the practical knowledge was very good which realized me about the real conditions of the marketing. The project flows logically consisting of market research, data collection method and questionnaire. I hoped that the findings and the suggestions will help the companies, confidently to formulate its strategy in comparison to its competitors. I have enjoyed my dissertation project at S.R.M. school of management and have learnt lot of new things, which will be helpful for me during work in any organization. I thank SRM for giving this opportunity and being good for me all the time.
EXECUTIVE SUMMARY
The objective of the project was to understand the consumers buying behavior & what factors influences their decision to purchase Laptop and desktop. The study was confined to geographical area at Chennai. For the purpose of this research, it was absolutely imperative for me to find out what factors affect the consumers buying behavior. To find out that I required to get a detailed questionnaire filled by the concerned person. So, I conducted a primary research in the above mentioned geographical region. The target customers were of various Agegroup, sex and income level. The total field work was done for 30 days in which a total sample size of 350 consumers was covered. According to this study selling rate of products is very much affected by competitors product. Brand name of the company and feature of laptop and desktop are very much affected buying decision of customer. Advertising is most motivating thing for purchasing a laptop and desktop. Mostly person purchase laptop for educational needs.
The HCL Enterprise is one of Indias largest electronics, computing and information technology company. Based in Noida, near Delhi, the company comprises two publicly listed Indian companies, HCL Technologies and HCL Infosystems. Born in 1976, HCL has a 3 decade rich history of inventions and innovations. In 1978, HCL developed the first indigenous micro-computer at the same time as Apple and 3 years before IBM's PC. During this period, India was a black box to the world and the world was a black box to India. This micro-computer virtually gave birth to the Indian computer industry. The 80's saw HCL developing know-how in many other technologies. HCL's in-depth knowledge of Unix led to the development of a fine grained multi-processor Unix in 1988, three years ahead of Sun and HP.
HCL's R&D was spun off as HCL Technologies in 1997 to mark their advent into the software services arena. During the last eight years, HCL has strengthened its processes and applied its know-how, developed over 28 years into multiple practices - semi-conductor, operating systems, automobile, avionics, bio-medical engineering, wireless, telecom technologies, and many more.
Today, HCL sells more PCs in India than any other brand, runs Northern Ireland's largest BPO operation, and manages the network for Asia's largest stock exchange network apart from designing zero visibility landing systems to land the world's most popular airplane.
HCL Infosystems Ltd is one of the pioneers in the Indian IT market, with its origins in 1976. For over quarter of a century, we have developed and implemented solutions for multiple market segments, across a range of technologies in India. We have been in the forefront in introducing new technologies and solutions.
In the early 70s a group of young and enthusiastic and ambitious technocrats embarked upon a venture that would make their vision of IT revolution in India a reality. Shiv nadir and five of his colleagues got together and 1975 set up a new company MICROCOMP to start with; they started to capitalize on their marketing skills. Micro comp marketed calculators and within a few month of starting operation, the company was out selling its major competitors.
On 11th August, 1976 HINDUSTAN COMPUTERS LIMITED was incorporated as joint venture between the entrepreneurs and UPSCE, with an initial equity of Rs.1.83 Lacs.
History: In 1976, Shiv Nadar, quit an executive job with Delhi Cloth Mills (DCM) along with five of his friends (Arjun Malhotra, Subhash Arora, Badam Kishore Kumar, T.V Bharadwaj & Arun Kumar H) to start a new company, Microcomp Limited. The focus of the company was design and manufacturing of scientific calculators. The venture provided its founders money to start a company that focused on manufacturing computers. The company was renamed as Hindustan Computers Limited (HCL) and received support from the Uttar Pradesh government to setup their manufacturing in Noida. In 1981, NIIT was started to cater to the increasing demand in computer education. By early 2000s, Nadar divested his stake in this venture. HCL is known for constant innovations which are visible in their new ranges of laptops from time to time. Some of the popular models of HCL laptops include HCL Laptop Z22- Z2201, HCL Notebook P21- P2110, HCL Notebook K21- K2101, HCL Laptop X9912- AX9015, HCL Laptop Z24- Z2403 and so on HCL laptops are known for their portability as they are one of the slimmest in the Indian market. HCL laptops in India are customized according to the Indian customers, keeping in mind their needs, look and feel. The three basic funda which HCL implements in their laptops or you can say three basic points which is implemented in all the laptops in India are:
SLIM: HCL India is among companies making the slimmest laptops/notebook in India.
LIGHT: Lightweight is one of the main features, adding color to the laptops/notebook.
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POWER: And the most important part is the power of this HCL laptops/notebook. They are up to date and highly technology oriented.
All three features integrated together gives HCL laptops and desktops in Indian market, over the edge advantage. Being designed for all the generation, HCL laptops in India makes a rage among the people. With attractive color and design, ravishing looks and best suited technology HCL India knows how to market their products. HCL Support: On HCLs special support website, http://hclsupportservice.in/, HCL only gives details about its warranty program. It does not offer drivers for download purpose, nor does it have any other feature. It does not even list the phone numbers for technical help.
HCL Advantage: HCL Infosystems (HCLI) draws its strength from 30 years of experience in handling the ever changing IT scenario , strong customer relationships, ability to provide the cutting edge technology at best-value-for-money and on top of it, an excellent service & support infrastructure. Today, HCL is countrys premier information enabling company. It offers one-stop-shop convenience to its diverse customers having an equally diverse set of requirements. Be it a large multi-location enterprise, or a small/medium enterprise, or a small office or a home, HCLI has a product range, sales & support capability to service the needs of the customer. Last 30 years apart from knowledge & experience have also given us continuity in relationship with the customers, thereby increasing the customer confidence in us. Our strengths can be summarized as: Ability to understand customers business and offer right technology. Long standing relationship with customers.
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Milestones: 1976 - HCL (Hindustan Computers Limited) is created. 1977 - Forms distribution alliance with Toshiba for copiers and notebooks. 1978 - Developed the first indigenous Microcomputer. 1986 - HCL becomes the largest IT Company in India. 1988 - Development of fine-grained multiprocessor Unix operating system 1989 - HCL America is created with Sanmina SCI as its manufacturing partner. 1991 - Entered into a partnership with HP to form HCL HP Limited. Developed a custom Multiprocessor Unix for HP 1994 - Tied up with Nokia for mobile phone distribution and Ericsson for telephone switch distribution. 1996 - Partnership with HP ends.
1997 - HCL's R&D division is spun off as HCL Technologies 2001 - HCL BPO is created. 2002: HCL Infosystem joins hands with Sun Microsystems India to provide end-to-end solutions to business. HCL Infosystem says it is the No.1 PC Co in India in 2001.
2003: HCL Infosystem receives the project to completely automate the Value Added Services (VAT) of Andhra Pradesh.
2004: HCL Infosystem forays into digital entertainment sector HCL touches one lakh milestone in desktop sales HCL Infosystem ties up with Union Bank.
2005: HCL Launches Micro Balanced Technology Extended (BTX) Form Factor for desktops in India on February 10, 2005.
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0 and 1, the binary digits were taken as HCL's brand ambassadors. The story they weave around the different areas of expertise that HCL has is the crux of the campaign. The campaign, initiated in Jan 05 went on till March 06 and explained the multifaceted technology width of HCL. The campaign helped in sustaining and continuing the brand stature of the company.
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Touch Technology Campaign: This was a Television advertisement. The idea was to see the world from the eyes of a common man, someone who isnt completely aware of our presence. But as the film unfolds, he finds out that we are almost everywhere, and that many of the things that he took for granted are in fact powered by our technology. In order to initiate this process and give the brand a face, a protagonist was introduced - the HCL employee. And thus the ad becomes a chance encounter of two people from different ends of the same spectrum. Its the story of - The Hitchhiker. And the campaign became the "Technology that touches lives." More recently, in 2009 HCL Infosystems has re-branded its range of laptop products as ME, and it aims to raise its market share in the segment to 20 per cent from the existing 7.34 per cent in two-three years. Over the next two-three years, the company would spend Rs 40-50 crore around the re-branding exercise. The new HCL ME campaign has been made keeping in mind the requirements of todays customers who are on the move and seek seamless connectivity to the virtual world.
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A survey carried out by research firm IMRB on key youth trends has revealed that there is an increasing need for mobility among the target segment but the nuances of mobility varied in different age brackets. For teenagers, laptops are a means to belong to their community, while the jobseekers biggest motivation is career growth and technology and the laptop is an enabling tool. For the mid-level executive, the laptop offered mobility and the ability to work at his own pace. The new marketing campaign for ME is aimed at establishing a youthful and vibrant image of the brand and ensure a stronger connect with NextGen consumers. All HCL Digilife stores and retail outlets would be re-branded as part of the strategy.
MISSION STATEMENT "To provide world-class information technology solutions and services to enable our customers to serve their customers better.