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CHAPTER 1
I NTRODUCTI ON





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INTRODUCTION
Concept of Marketing :
All the efforts put in the varied and complex process of production are undertaken to
serve one ultimate purpose. That is the satisfaction of human wants. Unless this ultimate
objective of all economic activities is achieved, production will remain meaningless to the
community. This objective is achieved by bringing goods from the manufacturers or
producers to the consumers and users.
Various steps are involved in the journey of goods. Several functions have to be
performed to enable goods to reach the hands of the consumers. All these steps and
functions, so important for the successful and satisfactory conclusion of all economic
activities, are the subject matter of "marketing".
Marketing is indeed an ancient art. It has been practiced in one form or the other
since the days of Adam and Eve. In relatively short period, it has gained a great deal of
importance and stature.
Meaning :
The objective of all business is to give consumers the goods they want. To achieve
this manufacturers undertake production of goods. But they fail in achieving this objective
unless arrangements are made to see that goods so producers reach those consumers or
users who want them at a time when they need them.
Marketing helps in doing so. Thus, "Marketing" makes goods useful to the society by
getting them where they are wanted, when they are wanted and by transferring them to
those people who want them.
It is in this sense, that Marketing has been defined as "all the activities involved in
the creation of place, time and possession utilities".
Marketing is thus concerned with " handling and transportation of goods from the
point of production to the point of consumption".
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Definition Of Marketing :
"Marketing is the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods, services to create exchanges that satisfy
individual and organizational goals".
- American Marketing Association

"Marketing as the set of human activities directed at facilitating and consummating
exchange the essence of marketing is exchange of products and the transaction is to satisfy
human needs and wants".
- Philip Kotler
"Marketing is the economic process by means of which goods and services are
exchanged and their values determined in terms of money prices."
- Duddy and Revzon









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Types Of Markets :
On the basis of selling area, we have Local, National and International markets.
On the basis of nature of exchange dealings, we have spot or cash markets and
futures or forward markets.
On the basis of nature of goods sold, we have consumer goods market and
industrial goods market.
On the basis of period we have short - term and long -term markets.
On the basis of nature and magnitude of selling, we have wholesale and retail
markets.
Market Segmentation :
The term market refers to a set of potential buyers and sellers. It is a place consisting
of group of people who share a similar need. We can define a market as a place consisting
of all the potential customers sharing a particular need or want who might be willing and
able to engage in exchange to satisfy that need or want. Markets vary widely from one
another, since the customers, who constitute the markets vary widely in their
characteristics. Even a specific market for a given product is not totally homogenous. In
order to satisfy different groups of customers, their exist the need for market segmentation.
Market segmentation refers to division of a market into groups of segments having similar
wants. It involves the process of disaggregating the total market for a given product into a
number of sub markets.
Market segmentation is the act of dividing a market into distinct groups of buyers
who might require separate product on marketing mires. Markets are segmented based on
one or more characteristics. Thus market segmentation refers to dividing market into
various segments, based on the common characteristics of consumers.
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Basis For Market Segmentation :
Groups of variables are used to segment consumer markets. The major variables or
bases upon which the markets can be segmented are as follows :
Geographic Segmentation.
Demographic Segmentation.
Psychographic Segmentation.
Behavioural Segmentation.
Volume Segmentation.
Geographic Segmentation :
Geographic segmentation calls for dividing the market into different geographical
units such as nations, states, regions, cities or neighborhood. Factors like variation is
geographic climate and tradition cause variation, which lead to segmentation. Such type of
segmentation is best where customers are stretched over a vast area and the production is
done on large scale. The producer may design his marketing strategies taking into
consideration the characteristics of each geographical unit.
Demographical Segmentation :
Demographic segmentation consists of dividing the market into groups based on
demographic variables like age, sex, family, size, family life cycle, income, occupation,
education, religion and nationality. Demographic variables are the most popular bases for
distinguishing customer groups.
Psychographic Segmentation :
In psychographic segmentation, buyers or markets are divided into different
groups based upon their social class, lifestyle or personality characteristics.
People within the same demographic group can exhibit very different
psychographic profiles.


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Behavioural Segmentation :
Dividing marketers based on consumer's behaviour the primary data in
behaviour segmentation is that different customer groups expects different
benefits from the same product and as such their motivations in owning it and
their behaviour in buying it will be different. The various behavioural factors
include occasions, benefits, usage rate, usage status, loyalty status altitude etc.
Volume Segmentation :
It includes dividing markets based on the quantity of purchase or the
potential quantity of purchase. There may be bulk buyers and small buyers,
regular and one-time buyers. Each is treated differently.


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MEANING OF CONSUMER
All marketing starts with the consumer. Consumer may be refer to any one engaged
in evaluating, acquiring, using or disposing of goods and services which he expects will
satisfy his needs is called consumer.
Definitions :
"The decision process and physical activity individuals engaged in. When evaluating,
using or disposing of goods and services".
- David Laudon and Albert J. Delia Betta
"The behaviour that consumers display in searching for purchasing, using, evaluating
and disposing of products, services and ideas which they expect in satisfy their needs".
- Leon G. Schiffman and Leslie Lazarkanuk
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ROLE OF CONSUMER IN MARKETING
Marketing starts with consumer and ends with consumer. Marketing means is
nothing but consumer. After industrial revolution the role of consumer
in marketing increased tremendously. After the industrial revolution the
monopolistic days are gone. The consumer was going to play a key role in the market.
The consumer can decide the life of an organization. The marketers also always
struggling for existence. The consumer awareness is going to be improved from day to
day. The consumer wants to acquire more information from the marketers. The
consumer is acting rationally at the time of decision making. A marketer who is able to
satisfy consumer needs and wants he can only survive in the market. The role of
consumer in marketing is wide spread and macro study. Marketer also wants to
understand the consumer sometimes he may fail and some times he may succeed why
because no two individuals are alike. To understand the consumer behaviour the major
problem is it is the macro study individual application may not be possible. The perfect
comepetition system laid the foundation stone for understanding the consumer behaviour
subject.
Theories Of Consumer Behaviour :
Marginal utility theory
Income and Savings Theory
Psychological Theories
Stimulus response theory
Cognitive theory
Gestact and field theory
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CONSUMER DECISION PROCESS
Problem Identification
Search for information
Evaluation of Alternatives
Product Choice
Out come
Post-Purchase
Problem Identification :
This is the first stage in decision making process. It means identification of the need
(or) desire. To approach further into decision making activity this is the corner (or) key
stage. In general sense the consumer will able to identify his wants and needs.
Search For Information :
Whenever the problem identification is over immediately the consumer will try to
collect the information about the goods and services available in the market to satisfy his
needs and wants.
Evaluation Of Alternatives :
Whenever the search for information is over the consumer will evaluate (or) analyse
what are the alternatives available in the market. He is going to analyse merits and
demerits of every product. Later only he will come to the conclusion on selecting the best
and suitable alternative. This is the most important stage in consumer behaviour.
Product Choice :
After evaluation of alternatives consumer decides the types of goods and services.
Here two factors will influence on consumers choice. They are utility and price.
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Outcome :
After selecting a product by making effective evaluation of available alternatives.
The consumer will purchase it and customer will use the purchased product. If the
customer gets expected utilities for the paid value the customer will be satisfy otherwise be
will be a dissatisfied consumer. So the outcome of the product must be to the expected
level of customers utility.
Post-Purchase :
After using a product if the consumer face any problem the customer will expect the
post-purchase service even though they wont be any problem the customer will expect
some maintenance services. If the customer was assured post-purchase services than only
he will prefer to purchase such type of product. So the post sales services also will
influence consumer on customer buying.
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TOPIC INTRODUCTION
Computer is a group electronic devices used to process the data. Previously
computers are used to solve critical problems in some fields only. Now-a-days computers
are useful in almost all fields.
Computer in Business :
The maximum business organisations using computers in their regular work.
Business people are using computers to create budget reports, organising the employee
information etc. Accounting and Sales department are also widely using computers to
manage their accounts and sales report.
Computers in Medical and Health care :
Computers are very useful in medical diagnosis and scanning. Through scanning the
human body. We can observe the internal problems which are not visible to eyes.
Computers in Education :
Computers are useful in schools, colleges, universities and libraries, students are
using computer tutorials to learn subject and prepare projects. Now-a-days there are
different types of useful educational softwares are available.
Computers in Science and Research :
Scientists are using computers to develop hypothesis. Computers arc capable to do
tasks like finding earthquakes and pollution in air. Computers are also widely used in space
research organisations (Satellite Centres).
Computers in Engineering ;
Engineers are designing products with a computer by creating an electronic model.
Designing objects with a computer is called "Computer Aided Drafting" (CAD). Designing
products using computers is very easy and faster process.
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Computer in manufacturing :
Manufacturing of products through computerization is very fast process. In many
factories they are using computers and their by the work and going very efficiently. Using
computers in manufacturing the products is called "Computer Aided Manufacturing"
(CAM).
Computers in Military :
In military, computers are useful to protect the country. They are using computers in
ships, sub-marines and air-crafts. Computers are also used to design the weapons.
Computers in Entertainment :
Computers are also useful in entertainment parts like music, movies, emanations etc.
In movies, computers are used to create graphics. They are also used to create images in
animations to record the music and to play games etc.
Evolution of Marketing HCL:
After 30 years of experience with the ever changing IT scenario, HCL draws its
strength by building strong customer relationships. The ability to provide cutting edge
technology with excellent service and support infrastructure, HCL range is famed for a
technology at best value-for-money. Today this country's premier information enabling
company offers one-stop-shop convenience to its diverse customers having an equally
diverse set of requirements. From a large, medium multi-location enterprise to a small
office or home, HCL range of products serve to all the needs of the customer. These 30
years have given the company not just knowledge and experience but also a relationship
with the customers, thereby increasing the customer confidence in HCL products.
HCL's credentials:
Long-standing relationship with its customers.
Ability to understand customer's business with the right technology.
Pan India support & service infrastructure.
Best-value-for-money range of products.
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A leader in technology
Right from its inception, HCL has pioneered in attempting the technology
introductions in the country. Through world-class R&D and partnerships through great
technology leaders, HCL Info-systems is known to be the harbinger of technology in
country.
The result of HCL's world-class R&D:
Created UNIX & RDBMS capability (in 80s).
Developed firewalls for enterprise & personal system security.
Launched complete range of enterprise storage products.
Launched complete range of networking products.
1. Quality and Reliability - HCL computers are designed and manufactured to
provide maximum reliability. All the Components/Sub-assemblies are selected
for required specifications from best manufacturers in the world and proven to
work at rigorous climatic condition of high temperature and rmmidity. HCL
Labs ensure the compatibility and functionality of a product before released to
manufacturing.
2. Manufactured in state-of-art ISO9001 and ISO 14001 certified plant- HCL
is the first IT company in India to be awarded ISO9001 and ISO 14000
certification. Computer Systems are manufactured and tested under ISO9001
certified manufacturing processes by duly trained quality workforce. This
means consistent quality and reliable products for our customers. ISO 14001
certification means Environmentally friendly PC manufacturing processes.
3. Latest Technology- HCL computers use latest technology to provide highest
power and performance for great Internet experience. Build with latest CPUs,
Chipsets, RAM and peripherals the systems are configured lo provide platforms
to run latest software and arc future proofs. We believe in providing the latest to
our customers.
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4. Support Assurance - With a strong force of over 250 authorized support
providers help is always at hand, should you ever need it, only from HCL. And
if you move from city to city you will find HCL Support near you.
5. Internet and Multimedia Ready - HCL computers are tested for internet
connectivity. All the HCL PCs come with Internet Keyboard, A Hot key for
One-touch internet connectivity. Multimedia well you have to hear it to believe
it.
6. Utilities and Software - The HCL computers comes with loads of software,
tools, utilities and games. The customers have systems, which are ready to use
and experience the rich features.
7. Complete Configuration and Future Upgradability - HCL computers are
offered with Monitors and Multimedia to ensure complete solution for your
computing needs. Each system is designed to provide you with room and
options to upgrade and scale as your needs grow.
8. Largest and Widest support - HCL provides the largest network of support
points covering more that 150 cities in India. The infrastructure, capability and
confidence built over 25 years of quality service to our customers.
9. Pre-installed Legal Software - All HCL computers are preinstalled with legal
Operating System. With all purchases of HCL PCs with give Original legal
license to our customers and peace of mind. Complete OS - Legal OS - genuine
OS -Complete functionality - NO reboots and Hence Complete peace of mind.
10. No.l IT company with largest customer base - HCL is among the pioneers in
Information Technology in India. Having introduced Indian consumers to their
first Home computers - Beanstalk, it remains India's largest selling brand of
Home computers.
HCL has the largest installed base of computers in India (more than 7 lakh) and Most
preferred brand

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NEED AND IMPORTANCE OF STUDY
The study of consumer behaviour holds great and keen interest for us as a consumer,
as a student and as a marketer.
As a consumer we benefit from insights into own consumptions related decisions and
trends. Such as what we purchase, when we purchase, where we purchase and how we
purchase. The study of consumer behaviour makes us to be aware of the suitable
influences, how they perceived to make the product of service choice as we do.
As a student of human behaviour, it is important for us to understand interest and
external influences, that implies consumers to act in certain consumptions related
decisions. Buyer behaviour simply a subset of the larger human behaviour.
As a marketer and future marketer, it is important for us to understand why and how
individual make their consumption decision, so that we make better marketing strategies
without any confusion marketers who know the consumer behaviour will be success in the
market.
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OBJECTIVES OF THE STUDY
To study the performance of the HCL branded items.
To analyse the consumer approach towards HCL
To study various factors influencing to buy the HCL products.
To analyse whether the consumer is satisfied with his products or not.
To study the price equivalent to its configuration level.
To study why consumers are buying HCL branded product.

LIMITATIONS OF THE STUDY
The study is limited to Khammam town and its surrounding areas only.
The opinion analysed are the opinions of few respondents only.
Many consumers don't know the different products available in HCL; thus the
company had partially failed to create awareness among its products to
consumers.
The secondary data is based on the information from magazines and newspapers
only.
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SCOPE
The present study covers only consumer satisfaction towards HCL products in
Khammam and its surroundings only. This is done based on the data collected from
selected respondents of the same market.
METHODOLOGY
In this present study, the information and data collected by using well-prepared
questionnaire consists of 16 questions. Which contains open ended and close-ended
questions. After collecting the information from respondents it is analysed in the form of
Pie-charts and percentages.
To collect the data there are two types of sources used.
They are :-
Primary data
Secondary data.
PRIMARY DATA :
This data is collected through the questionnaire and the
people of Hi-Tech Systems and Communications.
SECONDARY DATA :
This data is collected through News papers, magazines, information provided by
dealer, journals, media and HCL website.


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CHAPTER 2
COMPANY PROFI LE







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HCL PROFILE
HCL is a leading technology solutions provider to consumers, businesses and
institutions worldwide. Millions of people around the world use HCL technology every
day. In 2005, consumers used HCL technologies to save and share 140 billion digital
images. HCL software identifies more than 100 million cell phone subscribers when they
turn on their phones and allows them to place calls. HCL powers 100 of the world's stock
and commodity exchanges, including the New York Stock Exchange and 14 of the world's
largest trading markets.
Our offerings span information technology (IT) infrastructure, personal computing
and access devices, global services, and imaging and printing. We are the world's largest
consumer IT company, the largest IT company for small and medium-size businesses, and
a leading enterprise IT company. We are focused on creating simpler, more valuable and
trusted technology experiences that continually improve the way our customers live and
work.
In a world where technology is becoming increasingly complex, we are making the
necessary investments to accelerate progress in a simple, manageable way for our
customers. HCL is changing the way people take photographs, how governments serve and
protect citizens, how large organizations keep teams of dispersed employees connected and
productive, and how disadvantaged communities pursue economic development.
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Corporate summary :
Chief Executive Officer and President: Mark Hurd
Employees: Approximately 53,000
Ownership: HCL is incorporated in Delaware, United States. HCL is listed on the New
York Stock Exchange, NASDAQ and the Pacific Exchange with the ticker symbol HPQ.
As of November 30, 2005, there were approximately 159,834 stockholders of record.
Countries of operation: 18
Headquarters: Palo Alto, California, United States
Regional Headquarters:
Americas: Houston, Texas, United States
Europe / MiddleEast / Africa: Geneva, Switzerland
Asia Pacific, including Japan: Singapore




















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HCLs Core Values :
HCL 's values have shaped the company's history and will continue to define our
future aspirations. Our values are central, enduring and a reminder that how we do things is
as important as what we do:
We are passionate about customers. We have trust and respect for individuals. We
perform at a high level of achievement and contribution. We achieve our results through
teamwork. We act with speed and agility. We deliver meaningful innovation.
We conduct our business with uncompromising integrity.
Corporate objectives :
HCL 's corporate objectives were adopted in 1957, and the inclusion of global
citizenship was an innovation at the time. Together with our core values, HCL 's corporate
objectives were written to serve as a day-to-day guide for management decisions. These
objectives have remained essentially unchanged for nearly 50 years.
Our corporate objectives include:

Customer loyalty:
To provide products, services and solutions of the highest quality and the greatest
possible value to our customers, thereby gaining and holding their respect and loyalty.
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Profit :
To achieve sufficient profit to finance company growth, create value for our
shareholders and provide the resources we need to achieve our other corporate objectives.
Market leadership :
To grow by continually providing useful and significant products, services and
solutions to markets we already serve and to expand into new areas that build on our
technologies, competencies and customer interests.
Growth :
To view change in the market as an opportunity to grow, and to use our profits and
our ability to develop and produce innovative products, services and solutions that satisfy
emerging customer needs.
Employee commitment. To help HCL employees share in the company's success that
they make possible, we provide people with employment opportunities based on
performance. We create with them a safe, exciting and inclusive work environment that
values diversity and recognizes individual contributions.
Leadership capability :
To develop leaders at every level who are accountable for achieving business results
and exemplifying our values.
Global citizenship :
Good citizenship is good business. We live up to our responsibility to society by
being an economic, intellectual and social asset to each country and community in which
we do business.


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Operational structure :
HCL strives for industry leadership in three core technology areas:
The Personal Systems Group brings to market HCL 's business and consumer PCs,
mobile computing devices and workstations.
The Imaging and Printing Group applies its expertise to inkjet, LaserJet and
commercial printing, printing supplies, digital photography and entertainment.
The Technology Solutions Group provides a portfolio of business products including
storage and servers, managed services and software.
HCL corporate functions include Corporate Affairs, Finance and Administration,
Global Operations, Human Resources, Information Technology, Legal, Marketing, the
Office of Strategy and Technology/ HCL Labs, and Real Estate and Workplace Services.

Customers:
Accessibility Goals for 2008 :
Update new VPAT documentation process and new Accessibility Toolkit.
Expand AT vendor partners in the Developer and Solutions Partner Program to 72,
including 15 outside the United States.
Launch web accessibility training program for HCL 's web development team.
Product Environmental I mpacts :
Product reuse and recycling Goals for 2008 :
Recycle 1 billion pounds of electronic products and supplies by 2008.
Progress: To date, HCL has recycled more than 750 million pounds since 1987
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Supply chain SER
Goals for 2008 : Training
Pilot electronic and cross-industry training program for supplier, auditor, worker and
purchasing manager education and training.
Conduct auditor trainings or supplier forums in Eastern Europe, Brazil, Southeast
Asia and China.
Integration
Conduct initial risk assessments with indirect operations, services and logistics
suppliers (-60) and continue to implement SER supplier engagement model with high
priority suppliers.
Conduct new and follow-up verification audits at 75 sites.
Validate and implement a long-term external verification model based on 2007
results.
Collaboration
Complete launch of standardized risk and supplier assessment and auditing tools with
EICC Group and GeSI. Begin work on common capacity building and reporting plans and
activities.
Assist in communicating benefits of improved worldwide monitoring standards to
larger CSR community.
Design and pilot industry wide reporting format and tools.



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AWARDS
Customers :
Accessibility
United States da Vinci Award from the National Multiple Sclerosis Society,
Michigan Chapter for design innovations aimed at helping the disabled overcome barriers.
National Federation of the Blind Non-visual Accessibility (NVA) Web Application
Recertification.
Customers and global citizenship
Australia HCL voted most trusted company in its category by Readers Digest.
United States HCL ranked #1 in the Customer Respect Group Study of the largest
100 US firms.
Employees Diversity
Australia Employer of Choice for Women - Australia EOWA (Equal Opportunity for
Women Assoc.), 2005.
Chile #5 Best Companies for Working Mothers Fundacion Chile Unido / Revista Ya,
2005.
United States 100% Corporate Equality Index rating for policies, practices and
benefits - Human Rights Campaign, 2005 (3rd consecutive year).
Top supporter of Historically Black Colleges and Universities Engineering Schools -
ABET accredited Deans of Engineering, 2005.
#3 Company for People with Disabilities - Diversity Inc magazine, 2005.
Secretary of Labor's New Freedom Initiative Award for employment of people with
disabilities.
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Health, safety and wellness
Brazil Occupational Health and Safety award at the Campines site for their approach
to reducing injuries and illnesses.
Hong Kong SAR Indoor Air Quality (IAQ) Certification by the IAQ Management
Group of the HK SAR Government in 2005.
Singapore HEALTH (Helping Employees Achieve Life-Time Health) Platinum
Award 2005 (Previous awards in 1999, 2001, 2003, 2004).
United States Community Service Award for the Vancouver site from the Southwest
Washington Blood Program for HCL employee donations to Puget Sound Blood Center.
Labor Practices
Austria Ranked #4 Best Place to Work, HCL Austria - Trend magazine, 2005.
Belgium Ranked #5 Company to Work for in Belgium, HCL Belgium - Randstad,
2005.
Canada One of Canada's Top 100 Employers, HCL Canada -MediaCorp Canada, Inc.
and featured in Maclean's magazine.
Netherlands Voted Employer of the Year, HCL Netherlands -In Company 2005.
Singapore Voted Employer of Choice - Human Resources Management, 2005.
United States Included in Top 20 Best Workplaces for Commuters - US
Environmental Protection Agency (EPA).
Included in the 35 Great Places to Work List for Work-Life Balance, Career
Advancement and Diversity Programs - ESSENCE Magazine.

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GLOBAL CITIZENSHIP AT HCL
Global citizenship
Canada HCL ranked number one in the technology industry as a world leader in
corporate social responsibility by 'Report on Business Magazine' in both 2004 and 2005.
HCL included in the 'Global 100 Most Sustainable Corporations in the World' by
Corporate Knights Inc.
Mexico HCL received the CEMEFI (The Mexican Center for Philanthropy's 'Socially
Responsible Company' award) for 5th consecutive year.
HCL received its third consecutive Best Practices in Social Responsibility from Alia
RSE (Alliance for Social Responsibility in Business).
HCL Human Rights and Labor Policy
HCL supports and respects the protection of international human rights within our
sphere of influence and ensures that we are not complicit in human rights abuses.
Our Human Rights and Labor Policy covers the following areas:
Freely chosen employment
No child labor
Minimum wages
Working hours
No discrimination
No harsh or inhumane treatment
Freedom of association
The policy commits us to respect our employees' human rights and to ensure fair
treatment for all employees in every country where we operate.
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SUPPLY CHAIN
HCL operates the IT industry's largest and most complex supply chain. In 2005,
HCL purchased approximately $53 billion of product materials, components and
manufacturing, transport and other services.
HCL 's size and scale create opportunities to achieve cost and operational
efficiencies. HCL 's supply base is heavily concentrated with a limited number of
suppliers. This allows us to develop partnerships and work closely with suppliers to
implement systems for achieving long-lasting conformance with social and environmental
standards.
As a result of consolidation that has occurred during the last few years, HCL 's top
500 suppliers represent 99% of the total amount HCL spends on product materials. These
500 suppliers are the focus of HCL 's Supply Chain Social and Environmental
Responsibility (SER) program.










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GLOBAL CITIZENSHIP TIMELINE
1976
- Hindustan Computers Limited (HCL) born.
1977
- Distribution alliance formed with Toshiba for copiers.
1978
- HCL successfully ships in-house designed micro-computer at the same time as
Apple. The Indian computer industry is born.
1980
- HCL introduces bit sliced, 16-bit processor based microcomputer.
1983
- Indigenously develops an RDBMS, a Networking OS and a Client Server
architecture, at the same time as global IT peers.
1986
- HCL becomes the largest IT company in India.
1988
- HCL introduces fine grained multi-processor Unix-3 years ahead of "Sun" and
" HCL ".
1990
- Data Quest marks HCL No.l amongst top ten computer giants.
1991
- HCL Ltd. and Hindustan Computers Limited, USA, partner to form HCL-
Hindustan Computers Limited Ltd.
- JV develops multi-processor Unix for HCL -heralds HCL's entry into contract
R&D.

1994
- Distribution alliances formed with Ericsson Switches and Nokia Cell phones.
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1997
- HCL Infosystems is formed.
- HCL's R&D spun-off as HCL Technologies- marks advent into
software services.
- JV with Perot Systems, stake divested in 2003.
1999
- Initial Public Offering made by HCL Technologies Ltd.
- Formation of Global Board of Directors.
2000
- Large contracts won from Bankers Trust, KLA Tencor, Cisco, GTech, NEC
among others.
2001
- JV with Deutsche Bank- DSL software formed.
- HCL BPO Incorporated.
- Acquired British Telecom's Apollo's contact center in Belfast,
Northern Ireland.
- HCL Infosystems becomes largest hardware company.
2002
- Strong pursuit of nonlinear strategy to widen services portfolio; several
JVs and alliances formed.
- Strategic alliance forged with Jones Apparel Group, Inc. a fortune 500
company.
- Infrastructure services division launched to address emerging global needs.
- Software businesses of HCL Infosystems and HCL Technologies merged.
2003
- Largest BPO order ever outsourced to an Indian BPO firm, won from British
Telecom.
- Landmark deals signed with Airbus and AMD. HCL manpower crosses the
20,000 mark.
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2004
- Accorded leader status by Meta Group in Offshore Outsourcing.
- HCL is India's No. 1 PC 4th year in a row.
2005
- HCL signs Software Development Agreement with Boeing for the 787
Dreamliner program.
- JV with NEC, Japan.
- HCL sets up first Power PC architecture design centre outside of IBM.
- Completes buy-out of JVs with Deutsche Bank and British Telecom's
Apollo Contact Centre.
- HCL integrates all group employees under hcl.in domain.
- Sets up a dedicated Offshore Design Center for leading Tier-1
Aerospace supplier, Hamilton Sundstrand.
- HCL Infosystems launches sub Rs.10,000 PC. Joins hands with AMD,
Microsoft to bridge the digital divide.
2006
- 75,000+ machines produced in a single month.
- HCL Infosystems in partnership with Toshiba expands its retail presence in
India by unveiling 'shopToshiba'.
- HCL Infosystems & Nokia announce a long term distribution strategy.
- HCL the leader in Desktops PCs unveils India's first segment specific range of
notebooks brand - 'HCL Leaptops'.
- HCL Infosystems showcases Computer Solutions for the Rural
Markets in India.
- HCL Support wins the DQ Channels-2006 GOLD Award for Best After Sales
Service on a nationwide customer satisfaction survey conducted by IDC.
- HCL AND ZEE - Dish TV team up to take DTH TV to its next level of growth
in India
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- HCL Infosystems First in India to Launch the New Generation of High
Performance Server Platforms Powered by Intel Dual - Core Xeon 5000
Processor.
- HCL Forms a Strategic Partnership with APPLE to provide Sales & Service
Support for iPods in India.

Business Model
The HCL Enterprise comprises two companies listed in India, HCL Technologies
and HCL Infosystems. HCL Technologies is the IT and BPO services arm focused on
global markets, while HCL Infosystems is the IT, Communication, Office Automation
Products & System Integration arm focused on the Indian market. Together, these entities
have uniquely positioned HCL as an enterprise with service offerings spanning the IT
Services and Product spectrum.
The range of offerings span Product Engineering and Technology Development,
Application Services, BPO Services, Infrastructure Services, IT Hardware, Systems
Integration, and Distribution of Technology and Telecom products in India.










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DEALER PROFILE
It is located at the prime business center of Hyderabad, Andhra Pradesh, India. It is
biggest centrally air-conditioned showroom for hardware products. Their branches are at
Ameerpet, Khammam, Rajamandry. They offer a live demonstration in their showroom.
They have come a long way in providing reliable and cost effective products i.e. personal
computers and peripherals.
Their Core Competence areas :
Computer sales Computer Networking
Software Management Sales & Engineering
Annual Maintains contracts(AMC's)
Computer peripherals
OS 8& Application Software Support

Geographical Spread :
Having registered office at Khammam and branch office at Hyderabad. Our projects
have been executed all across AP. Over one fifty jobs and fifteen projects have been
successfully completed without compromising on aspects of quality and timely delivery.
The U S P :
The ability to learn and assimilate from every project has made Hi-Tech Systems and
Communications a market leader in computer peripherals. After sales service, Quality
Assurance, ability to act as a pacesetter in projects and such similar knowledge-based
solutions have been the backbone of our success.
Hi-Tech Systems and Communications is today, a name to rocken with, in the
computer sales and peripherals in Khammam. Today's position and market standing is the
result of tireless and intellingent work put in by the partner-promoters over the past three
years.
34
Started with modest sales revenue of Rs. 1,00,00,000 a year, we are now making a
sales revenue of more than Rs. 1 Crore per year.
Man Power :
Skilled, dedicated and well-trained manpower is an absolute necessity for any
hardware company, especially one involved in Corporate and Institutional sales. We have a
pool of six technically skilled engineers, five marketing personnel and two staff people
who take care of the front office job responsibilities. Every quarter, these engineers were
sent on training programme, which enables them to upgrade and enhance their finishing
skills.
The synergy generated by skilled workmen, motivated marketing personnel and
positive attitude of top management, is indeed the right mix of ingredients that ensure
"Quality", both in terms of work and timely execution of projects.
Show room :
They are only one across the khammam to posses state of art "A/c Showroom" with
an exceptionally well designed interiors with necessary infrastructure. For prompt &
quality service we believe in communication for which two phone lines have been taken
from BSNL in which one is exclusively used for Fax & Internet. After sales service will be
given top most priority at Hi-Tech Systems and Communications, two service engineers
are totally dedicated to look after these complaints.

35
ORGANIZATIONAL STRUCTURE
Founder of HCL Shiv Nadar
BOARD OF DIRECTORS Chairman & Chief Executive Officer
Ajai Chowdhry
Whole-time Director
J.V. Ramamurthy (appointed from 11-08-2005)
Directors
R.P. Khosla
S. Bhattacharya
D.S. Puri
E.A. Kshirsagar
Anitha Ramachandran
T.S. Purushothaman
Narasimhan Jagadeesh (appointed from 24.01.2006)
V.N. Koura (Appointed from 24.01.2006)
COMPANY SECRETARY Sushil Kumar Jain
AUDITORS Price Waterhouse, New Delhi
BANKERS State Bank of India
Canara Bank
HDFC Bank Ltd.
ICICI Bank Ltd.
Society Generale
Standard Chartered Bank
State Bank of Patiala
State Bank of Saurashtra






36
REGISTERED OFFICE 806, Siddharth
96, Nehru Place, New Delhi 110 019.

CORPORATE OFFICE E-4, 5,6, SECTOR XI, Noida 201 301 (U.P) R.S.
Nos: 34/4/ to 34/7 and part of 34/1, Sedarapet,
Pondicherry 605 111.
R.S. Nos: 107/5, 6 & 7, Sedarapet Main Road,
Sedarapet, Pondicherry 605 111.
Plot No. 78, South Phase, Ambattur, Industrial Estate,
Chennai 600 058.
SPL. A2, Industrial Estate, Thattanchavadi, Pondicherry
605 009.
Plot Nos. 1, 2, 27 & 28, Sector 5, 11E-Pantnagar,
Rudrapur, Dist. U.S. Nagar, Uttaranchal.



37
ORGANIZATIONAL STRUCTURE


MANAGING DIRECTOR


BRANCH MANAGER
(HYDERABAD)
BRANCH MANAGER
(KHAMMAM)
BRANCH MANAGER
(RAJAHMUNDRY)
TECHNICIANS
MANAGER
(BSNL)
MANAGER
(HARDWARE)
SALES
PROFILE
SERVICE
ENGINEERS
SALES
PROFILE
38
TOP TEN SALES
Top 10 2005 Q2 % Share 2006 Q2 % Share YoY Growth %
HCL 130,000 11.7 156,650 10.9 20.5
Hewlett-Packard 164,912 14.9 247,751 17.2 50.2
Lenovo 85,200 7.7 117,200 8.1 37.6
Dell Inc. 50,140 4.5 86,760 6 73
Acer 46,955 4.2 60,629 4.2 29.1
LG 33,195 2.3
Zenith 25,950 2.3 38,814 2.7 49.6
Wipro 29,600 2.7 25,608 1.8 -13.5
Toshiba 6,900 0.6 20,258 1.4 193.6
Apple 1,500 0.1 2,020 0.1 34.7
Others 542,000 48.9 616,600 42.8 13.8
Total 1,108,065 100 1,441,631 100 30.1










39
PRODUCT PROFILE
India, basically an agricultural dependent country. But due to rapid increase in
population there is an increase in the people who depend on the agriculture therefore there
is no development. So it is unable to meet the requirements of the people. But after
globalization there is an rapid increase in industrialization which laid a foundation stone
for the rapid development of the Indian economy. The birth and development of the
software industry gave the rebirth for the modern development of the economy. This leads
the attraction of the newly establishing industries.
Software, as the word means we get some eagerness to groove it. Computer is the
key element which plays a vital role for the increase of software industry. So this study is
related to the software product i.e. computer and some of the software product which are
enhancements for the computer. As HCL is the leading computer brand in India. So this
study is towards what makes it top in the market and what are the different type of
products available in that company. And how many consumers have awareness among the
HCL products.
The HCL Enterprise comprises two companies listed in India, HCL Technologies
and HCL Infosystems. HCL Technologies is the IT and BPO services arm focused on
global markets, while HCL Infosystems is the IT, Communication, Office Automation
Products 86 System Integration arm focused on the Indian market. Together, these entities
have uniquely positioned HCL as an enterprise with service offerings spanning the IT
Services and Product spectrum.
The range of offerings span Product Engineering and Technology Development,
Application Services, BPO Services, Infrastructure Services, IT Hardware, Systems
Integration, and Distribution of Technology and Telecom products in India.


40






















41







CHAPTER - 3
THEORETI CAL ASPECTS






42
THEORETICAL ASPECTS
CONSUMER BEHAVIOURS :
The term consumer behavior can be defined as the behavior that consumer displays in search
for purchasing, using evaluating and disposing of products and services that they expect will satisfy
their needs.
- sciffman
The study of consumer behavior is the study of how individuals make decision to spend their
valuable resources i.e. money, time, effort on consumption related item.
It includes the study What they buy, why they buy, how they buy, when they buy, where they
buy, how often they buy.
Consumer decision making processes :
Problem Identification

Search of information

Evaluation of alternatives

Product choice

Outcome
43
PROBLEM IDENTIFICATION:
The recognition of a need or problem is likely to occur when a consumer faced with a problem.
It can also be viewed as either simple or complex. Simple problem recognition refers to needs that
occur frequently and can deal with almost automatically. Complex problem recognition is a state
in which a problem develops over a time, as an actual state and desired state gradually move a part.
SEARCH OF INFORMATION:
Search of information began when a consumer perceive a need that might be satisfied by the
purchase and consumption of a product. A consumer in this state seems a need for information on
which base a choice. If the consumer out side environment is useful information on which to base
a choice.
EVALUATION OF ALTERNATIVES: -
When evaluating potential alternative consumers tends to use two types of information.
A list of brands from which they plan to make their selections.
The criteria consumers use in evaluating the brands that constitute their evoked sets usually
are expressed in terms of product attributes that are important to them.
PRODUCT CHOICE:-
After the evaluation of alternatives stages, the consumer chooses one product keeping in view
of the information gathered and absorbing alternatives in the market.
CONSUMER BEHAVIOR AS AN INTERDISCIPLINARY SCIENCE:-
Consumer behavior is a relatively new field of study with no history or body of research its
own, the new discipline borrowed heavily from concept developed is other scientific discipline such
as psychology, Sociology. Psychology, sociology, Cultural Anthropology and Economics.



44
PSYCHOLOGY:
Psychology is the study of the individual it includes the study of motivation, perception,
attitude, personality and learning patterns. All these factors are integral to an understanding of
consumer behavior. They enable use to understand the various consumption needs of individuals,
their actions and reactions in response to different products and product messages and the way the
personal characterstics and previous experience effect their product choice.
SOCIOLOGY:
Sociology is the study of groups. The action of individuals in groups often differ from the
action of individuals operations alone. The influence of group membership, family structure and
social clause on consumer behavior are all relevant to the study of consumer segments in the market
place.







45
TYPES OF GROUPS:
PRIMARY GROUP:
If a person interacts on a regular basis with other individuals, then these individuals can be
considered as primary group.
SECONDARY GROUP:
If a person interacts only occasionally or if the frequently of interaction is less or if there is a
less continuous interaction with other individuals, such groups are called secondary groups.
FORMAL GROUP:
If a group has highly defines structure, specific roles and authority levels and specific goals then
such group is called formal group.
INFORMAL GROUP:
A group that* is formed without any objective and does not have any role or purpose are
existence, is called informal group.
THE FAMILY:-
An individuals family is often occupies the best position to influence his or her consumer
decision. The families importance in this regard is based upon the frequency of contact that the
individuals has with other family members and extend of influences that the family has on the
establishment of wide range of values, attitudes and behavior.
FRIENDSHIP GROUP:-
Friendship groups are informal groups. They does no" have any structure or authority levels.
Consumers are likely to seek information from friends about product, particularly in electronics
products, clothing, jewelry/ etc.

46
FORMAL SOCIAL GROUP:-
Formal social groups are more remote and serve different functions for an individuals. A
person joins a formal social group to fulfill specific goal like making new friends, meeting important
people, broadening perspectives etc. the membership in such formal group may also influence the
consumer behavior in several ways.
SHOPPING GROUPS:
Two or more people who shop together is called a shopping group. People like to shop with
other who provide pleasant company or who had experience and knowledge in purchasing a
desire product or service. It reduces risk of purchase decision. These groups influences purchase
decision.
WORK GROUPS:-
A considerable amount of time that people spent at their jobs frequently or more than 35
hours per week provides sample opportunity for work groups to serve as a major influence on the
consumption behavior of members.

NEED AN IMPORTANCE OF THE STUDY OF CONSUMER BEHAVIOR: -
In olden days, the importance of consumer's behavior was not realized because it was sellers
market. But modern marketing is consumer oriented, therefore the study of consumer behavior is
vital in framing production policies, decisions regarding channels of distribution, and all above
decisions regarding sales promotions. The study of consumer behavior gives a great and keen
interest as a consumer, as a marketer and as a student. As a consumer we benefit from the study
related to consumer consumption decisions and trends. Such as what we buy, when we buy, where
we buy, why we buy and how we buy.
As a student to know the consumer behavior it is important for use to know the internal and
external forces, that implies consumers to act in certain consumption related decisions. As marketer
and further marketer, it is important for us to

47





CHAPTER 4
DATA ANALYSI S
&
I NTERPRETATI ON




48

1. ANALYSIS BASED ON AGE:
Age No. of Respondents Percentage
Below 20 36 36%
20 30 42 42%
30 40 12 12%
40 above 10 10%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 42% of respondents are 20 30
years, 36% of respondents are Below 20 year, 12% of respondents are 30 40 years and
reaming 10% respondents are 40 above.
36%
42%
12%
10%
Below 20
20 30
30 40
40 above
49
2. Analysis Based On Profession :
Respondents No. of Respondents Percentage
Students 46 46%
Govt. Employee 22 22%
Business Man 24 24%
Others 8 8%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 46% of respondents are Students,
24% of respondents are Business man, 22% of respondents are employees and reaming 8%
respondents are Others.
46%
22%
24%
8%
Students
Govt. Employee
Business Man
Others
50
3. ANALYSIS BASED ON MONTHLY INCOME :
Monthly Income No. of Respondents Percentage
< 5000 12 12%
5000 10000 16 16%
10,000 20,000 46 46%
> 20,000 26 26%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 46% of respondents are between
10,000 20,000. 26% of respondents are between <20,000. 16% of respondents 5000 -
10000 and reaming 12% respondents are >5000.
< 5000
12%
5000 10000
16%
10,000 20,000
46%
> 20,000
26%
< 5000
5000 10000
10,000
20,000
51
4. What type of HCL Product do you have :
Type of Product No. of Respondents Percentage
PC 68 68%
Laptop 32 32%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 68% of respondents are using PC and
reaming 32% respondents are using Laptops.
PC
68%
Laptop
32%
PC
Laptop
52
5. Analysis Based On Suggestion to Buy HCL Brand :
Respondents No. of Respondents Percentage
Friends 29 29%
Self 37 37%
Advertisement 12 12%
Ex-Users 22 22%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 37% of respondents are influenced by
Ex Users, 29% of respondents are influenced by Friends, 22% of respondents influenced
by Advertisement and reaming 12% respondents are influenced by Self.
29%
37%
12%
22%
Friends
Self
Advertiseme
nt
53
6. Analysis Based On Opinion about Price :
Opinion No. of Respondents Percentage
High 9 9%
Low 5 5%
Reasonable 79 79%
Average 7 7%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 79% of respondents said that price is
reasonable, 9% of respondents said that price is high, 5% of respondents said that price is
low and remaining 7% respondents said that price is average.
9%
5%
79%
7%
High
Low
Reasonable
Average
54
7. Analysis Based On Competition for HCL
Type of Product No. of Respondents Percentage
HP 41 41%
Dell 3 3%
LG 24 24%
Assembled 32 32%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 41% of respondents vote for HP, 32%
of respondents Vote for Assembled, 24% of respondents vote for LG and remaining 3%
respondents vote for Dell.
HP
41%
Dell
3%
LG
24%
Assembled
32%
HP
Dell
LG
Assembled
55
8. Analysis Based On What purpose using for HCL
Respondents No. of Respondents Percentage
Business 38 38%
Education 34 34%
Personal 20 20%
Others 8 8%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 38% of respondents are using for
Business purpose. 34% of respondents are using for Education, 20% of respondents are
using for personal purpose and remaining 8% respondents using for other purposes.
38%
34%
20%
8%
Business
Education
Personal
Others
56
9. Analysis Based On Satisfaction :
Opinion No. of Respondents Percentage
Yes 98 98%
No 2 2%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 98% of respondents are satisfied with
their product.
98%
2%
Yes No
57
10. Analysis Based On After sales Service :
Opinion No. of Respondents Percentage
Yes 98 98%
No 2 2%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 98% of respondents are satisfied with
dealer service.
98%
2%
Yes No
58
11. Analysis Based On Product Problem :
Opinion No. of Respondents Percentage
Yes 2 2%
No 98 98%
TOTAL 100 100%


INTERPRETATION :-
According to this study out of 100 respondents 98% of respondents are satisfied with
dealer service.





2%
98%
Yes No
59






CHAPTER 5
FI NDI NGS & CONCLUSI ONS







60
FINDINGS
Maximum respondents belong to the income group between 10000 20000.
Maximum respondents are influenced by Ex-users and Advertisements.
Maximum respondents are satisfied with their product.
Maximum respondents are satisfied with the price and quality.
Maximum respondents have PCs
Maximum respondents want to increase in financial facilities.
Maximum respondents think HP is the perfect competition for HCL.
Maximum respondents are satisfied for the availability of wide range of products
in HCL
Almost all respondents are satisfied by the service provided by dealer.




61
SUGGESTIONS
Maximum respondents are willing that there should to be an increase in financial
options. Hence it is better to tie up with other finance learning institutions.
Many consumers are influenced by advertisements. So there is a necessary for
increase of effective advertisements.
HCL is coming competition for HP. Thus there should be an increase in new
features and eye-catching models.
Consumer requires High efficiency with low cost. HCL has to improve its
standards to meet the customer needs.
HCL have to provide more offers to attract customers
For the development of any company it has to take feedback from the customers.
HCL has to follow this principle to achieve high position.
HCL has to improve the efficiency of their systems to reduce the Hard ware
debugs.
HCL has to respond immediately to consumers compliant if any problem have
been faced by the consumer for his system.


62
BIBLIOGRAPHY


1. MARKETING MANAGEMENT

PHILIP KOTLER.


2. CONSUMER BEHAVIOUR

LEON G. SCIFFMAN


3. OUTLOOK BUSINESS

MAGAZINE


4. www.hcl.com


Company Website

5. EENADU

Media








63



CONSUMER OPINION TOWARDS HCL PRODUCTS

QUESTIONNAIRE

1. Name :
2. Age :
3. Gender :
4. Occupation [ ]
a) Student b) Employee
c) Business man d) Other
5. Monthly Income ? [ ]
a) <5000 b) 5000-15000
c) 5000-20000 d) >20000
6. How confident do you feel about using a computer today? [ ]
a) Very confident b) Safe
c) Confident d) No what ever
7. How often do you use a computer? [ ]
a) Every day b) Once a week
c) Less than a week d) Less than a month
8. What type of HCL Product do you have? [ ]
a) PC b) Laptop
9. Who Suggested you to purchase HCL brand ? [ ]
a) Friends b) Self
c) Advertisements d) Ex-Users


64
10. Which factor Insist you to buy the product ? [ ]
a) Price b) Brand Image
c) Service d) Others
11. You are using HCL Computer Since _______ Years
12. What purpose you are using HCL Computer ? [ ]
a) Business b) Education
c) Personal d) Other
13. What is your opinion about quality and price ? [ ]
a) High b) Reasonable
c) Average d) Low
14. What are other brand that you think competition for HCL ? [ ]
a) HP b) Dell
c) LG d) Assembled
15. Are you satisfied with your product ? [ ]
a) Yes b) No
16. Give your valuable suggestion :
_______________________________________________

_______________________________________________

_______________________________________________