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first tablet was launched in 2003 (by Microsoft) created a revelation only in 2010 (Apples First i-Pad) known as SMART PC
Also
RESEARCH OBJECTIVES
To understand the demand pattern of tablet PC vis--vis laptops and smart phones
To understand buying behavior of consumers for tablets, laptops and smart phones. To understand the desirable and undesirable features of tablets To understand the pricing methodology adopted by new players in the tablet markets
PROBLEM DEFINITION
Problem Statement:
The present study proposes to understand the growing demand pattern for Tablet PCs and its effect on the laptops and smart phones market. The study aims at finding out if the tablets can replace laptops and smart phones owing to extensive features provided by the tablet PC Individuals in the organization The tablet PCs has many features provided by laptops and cell phones, and hence can replace laptops and cell phones. Descriptive Hypothesis
Scope
The study can be used by existing players in Tablet industry to better position the tablet The functions which are most sought after will be clear from the study The study will help tablet manufactures to know the functions which working professionals require
Review Of Literature
Growth
Pricing
Among tablet PCs priced between Rs 3,500 and Rs 48,000 are available in market those below the Rs 10,000 price, seem to be a great hit with the consumers. Global vendors like Apple, Samsung, RIM, and Motorola cater to the highend segment of tablet PCs priced between Rs 29,000 to Rs 48,000 Aakash Tablet PC at Rs 3500
METHODOLOGY
Variable Analysis
Dependent Independent Moderating Intervening Extraneous
Tablet sales
Tablet Price
Age
Status symbol
Family Income,
Distributio n channel Consumer preference Discounts, Promotion setc. Distributio n network efficiency
Tablet hardware
Profession
Sampling Design
POPULATION: All the users/potential users of cell phone, laptop and tablet PCs
SAMPLE: The device users divided into 3 strata: Working professionals, Students and others such as businessmen/self employed etc. Sample was a mix of both SAMPLE SIZE: 100 determined based on what was done by other researchers in similar study Probability Sampling: Stratified Random Sampling
To know what functions people want to perform on a laptop Check if the function can be performed in tablets ; If not can the functionality be added
Use of laptop
To know what functions people want to perform on a cellphone Check if the function can be performed in tablets; If not can the functionality be added
To know which feature of tablet is influencing others the most to buy it To know the perception of the product in peoples mind
Features the customers are not willing to use a tablet for Which functionality needs improvement
Sources used were the similar research by industry experts and newspapers
Online questionnaire to the sample elements.
Use of laptop and cell phone Preferred features of tablets Non-preferred features of tablets
Primary research
Characteristics to be measured
Data Observation
Preparation of bar charts and pie charts to observe the collected data
DATA ANALYSIS
TEST OF HYPOTHESIS Chi Square Test to test independence between sales of tablet and sales of laptops/cellphones
Primary Research
Survey Respondents
Column1
Student Working Professional 62 % 36 % 2%
60
40 20 0 Office Entertainment Internet Business Softwares
Interpretation:
The results show that:
Students use laptops for Office functions, entertainment (songs,movies,etc) and Internet Business professionals use laptop for Office functions, Internet and Business software Most of the business software require powerful processors and hence require high end laptops which cannot be replaced by tablets
60
40 20 0 Call & SMS Multimedia Camera Internet Making Documents
Interpretation:
Cellphone users dont prefer making documents/presentations on cellphones
If these functions are available in tablets, with improved features, people might go for them
30
20 10 0 Portability Size Status Affordability
Interpretation:
Portability is a major factor why people go for tablets as compared to laptops
Larger size (especially screen size) than cellphones also play a role in customers decision making
Price elasticity of demand must be low as it doesnt play a major role in customer preferences
Interpretation:
Nearly 2/3rd people do not want to use tablets for calling and messaging, despite of tablets having the facility
Given a choice to have one or more devices, which will the consumers go with? This will show us what most people want to buy among the three It will show us are they really substitutable or is a particular product probably nonreplaceable from customers point of view
60%
57 %
61
60 59
58
57 56
55
54 Tablet Laptop Cellphone
Interpretation:
Going by the primary research, consumer preferences hardly show a difference when given a choice to buy one or more amongst the three
Cellphone which is the most portable and smallest remains the leading choice
Can tablet be positioned as Laptop + cellphone? Are people willing to go for 1 device instead of 2? Are peoples functional needs , for which they use laptops and cellphones , being satisfied by tablets?
Yes No
Students Opinion
60 % 40%
Yes No
Yes No
Conclusion
Tablets CANNOT replace Laptops and Cellphones together For students tablets can replace laptops but not cell phones For working professionals/businessmen tablets are a parallel device and cannot replace both
Bibliography
Research Methodology: Concepts and Cases by Deepak Chawla and Neena Sondhi http://www.infoworld.com/t/tablets/windows-8tablets-will-replace-laptops-being-laptops-201541 http://www.businessweek.com/articles/2012-0802/heres-why-tablets-will-replace-the-smartphone
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