A Study on Customer Perception and Effectiveness

Executive Summary The Project entitled “A Study on customer perception and effectiveness of student’s scheme on sale of laptop In Bangor” with reference to HOC Manifestoes was conducted In partial fulfillment of the Post Graduate Diploma In Management. The Study was undertaken with the objective of: Analyzing the customer perception regarding HOC Laptops and finding out the effectiveness of students scheme on sale of Laptops. The study has also taken into consideration the key demand drivers, and the level of influence which factors like age and occupation have on purchase of opts.

Some important findings of the study are: People Perceive HOC as a successful brand on the basis of range of products and range of price, but when it comes to the performance, after sale service and availability, people have rated it as an unsuccessful brand. Student’s schemes launched by the companies didn’t have shown much effect on the market due to selection of wrong medium to communicate with the customers I. E. :- through dealers. Factors which affect people’s decision were found to be brand name, reliability, price, configuration, price and appearance.

It was also found that there is a significant relationship between the age and occupation on brand preference. Some key suggestions include: HOC if possible should rebind their laptops and should also come up with model targeting specific segments. More financing facilities should be introduced for customers. HOC should also rework on the service policy HOC Touch and should make it more efficient as default In service delivery can cost the company to lose a loyal customer.

Introduction & Theoretical Background Introduction According to Manufacturers Association for Information Technology (MATT), the apex DOD representing Indian’s IT hardware, training and R&D services sectors, “The total PC sales between April 2008 and March 2009, with desktop computers, notebooks and notebooks taken together, were 6. 79 million (67. 9 lake) units, registering a decline of seven per cent over the previous year. IT consumption in 2008-09 was severely Indian economy.

Impact on consumption of notebooks was most pronounced as growth plummeted to a negative seventeen percent compared to a high of one- hundred-and-fourteen percent in the previous year. Sales of desktops declined four percent. The October-November-December quarter was the most adversely impacted, subsequent to which growth in PC consumption started to show signs of revival. With business sentiment gradually gaining momentum, PC consumption in fiscal 2009-10 is expected to cross 7. 3 million units, registering a seven percent growth. Consumer sentiment was subdued due to uncertainty in the economy in 2008-09 which impacted the consumption of IT in the country. While consumption in the first- half of the fiscal was satisfactory, less than expected offbeat in sales in the second- half pulled down the overall growth into the negative quadrant. A silver lining in the second-half of 2008-09 was the emergence of a new product category, the net book that took the fancy of the consumers. This new form-factor appeared to be better insulated from the prevailing market sentiments.

Although the sales growth in both the enterprises and the households headed southwards, the overall consumption in the PC market was led by telecoms, banking and financial service sectors, education and the e-governance initiatives of the Union and the state governments. Verticals such as BOP/lat-enabled services, manufacturing, retail and households, which traditionally account for significant reapportion of the IT market, were very conservative in their IT spends in 2008-09. Sales of desktop clocked 5. 27 million (52. lake units) declining four percent, and that of Notebooks, with notebooks taken together, another 1. 51 million (15. 1 lake) units with a negative growth of seventeen percent. Consumption of notebooks exceeded 70 thousand units in fiscal 2008-09. The year also witnessed deviations from the traditional downward trend in pricing for IT products as the dollar continued to be significantly strong compared to the rupee. This was mitigated, to an extent, by price ropes due to technology reasons and also due to intense competition.

Going forward, with signs of revival in the domestic economy, companies expect positive growth for PC’s and other IT products for the fiscal 2009-10. Western India followed by the South, led PC consumption accounting for thirty-seven per cent and twenty-three per cent of the market respectively. Sales in the West grew by twelve per cent over 2007-08, while in South it declined twenty-two percent. PC consumption in the East increased by eighteen per cent accounting for twenty-two per cent of the market, a reflection of IT activities gaining ground in the region.

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