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Research Report


―Student choice of personal computers with brand preference”

Under the Guidance : SUBMITTED BY

Prof. Chandrashekhar Mallikarjun.S.Danannavar

BBA IV Semester

Roll no-17


K.L.E. Society’s

College Of Business Administration

Lingaraj College (CBALC), Belgaum


Accredited at the ‘A’ Level by NAAC


This is o certify that Mr. Mallikarjun. S. Danannavar has satisfactorily completed the In-Plant
training on Organization Study at Syscon Systems at Belgaum from 22nd June 2009 to 18th July
2009 as prescribed by the Institute, in partial fulfillment of the course curriculum.

Prof. Chandrashekhar Prof. P.R. Kadakol

Internal Guide Principal CBALC, Belgaum


Executive Summary

The project titled ―Student choice of personal computers with brand preference” .This research
is conducted to find out the brand awareness of hp and Compaq brands.and here I have tried to find
out students prefer what kind of personal computer (desktop or laptop). Here its helpful to sellers of
hp brand to understand its awareness in the market and they can have grip over their sales activities.
Here I will find out plus and minus points of hp and Compaq brands.

The research is descriptive in nature and follows convenience sampling for collecting data. The
respondents will be selected from different colleges, hostels, tuitions of Belgaum city. I have visited
colleges like GSS and GCC PU colleges, GIT and Sheshgiri College of Engineering and
Technology, Bharatesh Polytechnic and BBA College of Gogte.

The sample size is 100 respondents & the data collection is mainly primary data collected by
questionnaire and secondary data from internet and hp outlet(Secondary data) etc.

According to this survey I found that Average 77% of students do and desired to own PCs and 33%
students don’t have PCs .Amongst them 45% students do or desired to own Desktops , 54% laptops
and 1% other kind. Majority of students have been made their purchasing decision on brand name
So I recommend hp to more concentrate on branding and second most consideration is portability,
durability and price are respective considerations. Diploma and PUC students have little less
awareness regarding brand hp compared to other students so hp has to create brand awareness
amongst these students. Majority of students believe that Design of hp is the attractive factor so it
can be a strength for hp and Second most attractive factor is service. At the same time Price factor is
the worst factor and service is the second most worst factor in hp. So hp has to work to match its
price with its offering and hp service centres should take care of loyal customers. According to
technical students poor battery backup disappointed them so hp can make them satisfied by
innovating strong batteries. Positive response to these recommendations help hp to remain as
world’s largest PC manufactures



This is to acknowledge the management of Syscon Systems for having permitted me to undergo one month In-

plant training of B.B.A course affiliated as Autonomous.

I the student of Cbalc would like to thank my principal Prof. P.R.KADAKOL, our Marketing Research professor

& my internal guide Prof. CHANDRASHEKHAR for giving us this opportunity to carry out research work.

At the very outset I would like to thank Mr. Kiran Karchi, the Business partner of Systems , Belgaum

for giving me an opportunity to undergo my concurrent project in the company.

I am thankful to all the esteemed employees of the organization for their timely help and valuable

support in completing the project successfully.

Finally I would like to thank my parents & all my friends who stood beside me for support and guidance to make

this project a success and bring out valuable findings and conclusions.



I hereby declare that this Project Report entitled ―Student choice of personal computers with brand

preference of Belgaum students ” Submitted as a part of curriculum of KLE College OF BUSINESS

ADMINISTRATION Belgaum. The research is based on primary & secondary data found by me in

various books, magazines and websites & Collected by me under guidance of Prof. P.Chandrashekhar &

MR. Kiran Karchi, business partner of Syscon Systems.





Situation Analysis

India is a price-sensitive market. It took 16 years for India to reach this installed base of PCs since
the first desktop was launched in the country in 1984, it cost well over $4,450 here, and in the late
1980s, the price was around $2,220.

While the price was around $1,100 in the mid-90s, today, a MNC brand with multimedia costs only
around $761

Laptop vs. Desktop

Component Laptop Desktop Handheld

A desktop system usually

A laptop is a small, A handheld is very
consists of multiple
self-contained portable: It will fit in
separate components like
computer. The focus is your pocket. If you
the CPU (the computer
on portability. If you want simple
itself), monitor, keyboard
want portability, and information
Summary and mouse. If you want
don't mind a higher cost management, or want
the best performance, and
and worse multimedia an "almost-laptop"
a lower cost, and don't
and graphics device integrated into a
mind heavy equipment
performance, get a cellphone, get a
and no portability, get a
laptop. handheld.

Given an identically- Multimedia and

priced laptop and desktop, graphics are extremely
Laptops perform very
the desktop will perform limited compared to
well, far better than
much better than the laptops and desktops.
Performance handhelds, but rarely as
laptop. Additionally, They're primarily
well as equivalently-
desktops are better at intended for
priced desktops.
handling upgrades. information storage
Things like extra and management,


memory, more drive though they can have
space or multiple optical many specialized
drives: These will all applications, and often
perform better and be come integrated into
cheaper on the desktop. cellphones.

A desktop means you've

Handhelds are usually
Small size means you got a lot of separate
pocket-sized, or can be
Size / can easily throw it into pieces making up your
attached with one of
Portability a bag or carrying case system. This leads to low
those cool-looking belt
and go. portability and difficult

Laptops are generally

light and easy to carry
around. (Some laptops
try to fit desktop power
Desktops and their
in a laptop package,
associated equipment are Handhelds are
leading to powerful but
Weight heavy. If you get one, extremely light, often
heavy laptops.) Any
don't plan on moving it less than one pound.
laptop over 7 pounds
around often.
should be considered
"sorta heavy". Anything
over 10 pounds is
"really, really heavy".


Desktop Computers

A desktop computer is a personal computer (PC) in a form intended for regular use at a single
location, as opposed to a mobile laptop or portable computer. Prior to the wide spread of
microprocessors a computer that could fit on a desk was considered remarkably small. Today the
phrase usually indicates a particular style of computer case. Desktop computers come in a variety of
styles ranging from large vertical tower cases to small form factor models that can be tucked behind
an LCD monitor. In this sense, the term 'desktop' refers specifically to a horizontally-oriented case,
usually intended to have the display screen placed on top to save space on the desk top. Most
modern desktop computers have separate screens and keyboards. A specialized form of desktop case
is used for home theater PC systems, incorporating front-panel mounted controls for audio and

All-in-One computers are desktop computers that combine the monitor into the same case as the
CPU. Apple has manufactured several popular examples of all-in-one computers, such as the
original Macintosh of the mid-1980s and the iMac of the late 1990s and 2000s. Some older 8-bit
computers, such as the Commodore PET 2001 or Kaypro II, also fit into this category. All-in-One
PCs are typically more portable than other desktop PCs and many have been built with carrying
handles integrated into the case. They can simply be unplugged and transported to a new location.

Like laptops, All-in-One desktop computers are characterized by a comparative lack of

upgradeability or hardware customization, as internal hardware is often placed in the back of the
visual display unt. Furthermore, in the case of the iMac line since 2002, the CPU and other internal
hardware units are, more or less, permanently glued to the motherboard due to space constraints.

However, latest models of the All In One Computer have changed their approach this issue. Many of
the current offerings, like the Handi my Face and others, are using standard off-the-shelf
components and are designing upgrade convenience into their products.


Comparison with laptops

Laptop Disadvantages

Desktops have the advantage over laptop that the spare parts and extensions tend to be standardized,
resulting in lower prices and greater availability. For example, the form factor of the motherboard is
standardized, like the ATX form factor. Desktops have several standardized expansion slots, like
Conventional PCI or PCI express, while laptops only tend to have one mini PCI slot and one PC
card slot (or Express Card slot). This means that a desktop can be customized and upgraded to a
greater extent than laptops. Procedures for (dis-)assembly of desktops tend to be simple and
standardized to a great extent too. This tends not to be the case for laptops, though adding or
replacing some parts, like the optical drive, rechargeable battery, hard disk, and adding an extra
memory module is often quite simple.

Another advantage of desktop is, that power consumption is not as critical as in laptop computers
because the desktop is powered from the wall socket. Desktop computers also provides more space
for heat to escape. The two large microprocessor manufacturers Intel and AMD develop special
CPUs for mobile computers (i.e. laptops) that consume less power and lower heat, but with lower
performance levels.

The current state of desktop computing has left the issue of desktop scalability in limbo in that many
legacy desktops are Ethernet challenged in that they can only achieve speeds from 10mb to 100mb
per second. It is time that we focus and address the use of PC PCI based Gigabit Ethernet (Gig E)
capable network interface cards.[1] Many manufacturers are currently installing them in all new
model desktop computers. The inclusion of gigabit speed Ethernet adapters has increased by leaps
and bounds the switch to Server extension of the way we think about LAN and Wan networking.
The uses of Gig E adapters have allowed many businesses to expand their infrastructures removing
the bottlenecks of standard Ethernet connectivity. The combined use of Gig switching, category 6 or
fiber cabling to the desktop has given IT enthusiasts cause to smile. Previously cost was the
overriding factor in the hesitation to bring gigabit speeds to the desktop. This barrier has been
broken with the introduction of lower cost drivers, new protocols and hardware that is designed to
fit the PCI bus of newer model computers. Manufacturers have made standard gigabit internal and
expansion cards truly bringing fiber speeds from the switch to the desktop.


Faster access times add up to reduced costs on bandwidth and less time in accessing server resources
modern servers come with Gigabit Ethernet ports to allow fast link to switching resources.
Computers using these adapters show a marked increase in access to applications, handling and
resolution of graphical interfaces and increased access up time bordering on 99.5% on average.
Currently Gigabit adapters provide connectivity to network systems in the 1000BASE-T standard
for Gigabit Ethernet over copper, Gigabit speeds can be widely deployed at less expense using
standard Category 5 cabling also in 1998 Gigabit Ethernet over fiber optic cable as IEEE 802.3z. [2]


A laptop is a personal computer designed for mobile use small enough to sit on one's lap. A laptop
can be distinguished from a desktop, notebook, nettop, and netbook. A laptop integrates most of the
typical components of a desktop computer, including a display, a keyboard, a pointing device (a
touchpad, also known as a trackpad, and/or a pointing stick), speakers, and often including a battery,
into a single small and light unit. The rechargeable battery (if present) is charged from an AC
adapter and typically stores enough energy to run the laptop for two to three hours in its initial state,
depending on the configuration and power management of the computer.

Laptops are usually shaped like a large notebook with thicknesses between 0.7–1.5 inches (18–
38 mm) and dimensions ranging from 10x8 inches (27x22cm, 13" display) to 15x11 inches
(39x28cm, 17" display) and up. Modern laptops weigh 3 to 12 pounds (1.4 to 5.4 kg); older laptops
were usually heavier. Most laptops are designed in the flip form factor to protect the screen and the
keyboard when closed. Modern tablet laptops have a complex joint between the keyboard housing
and the display, permitting the display panel to twist and then lay flat on the keyboard housing.
They usually have a touch screen display and some include handwriting recognition or graphics
drawing capability.

Laptops were originally considered to be "a small niche market" and were thought suitable mostly
for "specialized field applications" such as "the military, the Internal Revenue Service, accountants
and sales representatives". But today, there are already more laptops than desktops in businesses,
and laptops are becoming obligatory for student use and more popular for general use. In 2008 more
laptops than desktops were sold in the US and it has been predicted that the same milestone will be
reached in the worldwide market as soon as late 2009


A desktop replacement computer is a laptop that provides most of the capabilities of a desktop
computer with a similar level of performance. Desktop replacements are usually larger and heavier
than standard laptops.

They contain more powerful components and have a 15" or larger display.Because of their bulk,
they are not as portable as other laptops and their operation time on batteries is typically shorter;
instead, they are meant to be used as a more compact, easier to carry alternative to a desktop

Some laptops in this class use a limited range of desktop components to provide better performance
for the same price at the expense of battery life; in a few of those models, there is no battery at all
and the laptop can only be used when plugged in. These are sometimes called desknotes, a
portmanteau of the words "desktop" and "notebook," though the term can also be applied to desktop
replacement computers in general.

In the early 2000s, desktops were more powerful, easier to upgrade, and much cheaper in
comparison with laptops. But in the last few years, the advantages have drastically changed or
shrunk since the performance of laptops has markedly increased. In the second half of 2008, laptops
have finally outsold desktops for the first time ever. In the U.S., the PC shipment declined 10
percent in the fourth quarter of 2008. In Asia, the worst PC shipment growth went up 1.8 percent
over the same quarter the previous year since PC statistics research started.

The names "Media Center Laptops" and "Gaming Laptops" are also used to describe specialized
members of this class of notebooks


Portability is usually the first feature mentioned in any comparison of laptops versus desktop PCs.
Portability means that a laptop can be used in many places—not only at home and at the office, but
also during commuting and flights, in coffee shops, in lecture halls and libraries, at clients' location
or at a meeting room, etc. The portability feature offers several distinct advantages:

Getting more done – Using a laptop in places where a desktop PC can't be used, and at
times that would otherwise be wasted. For example, an office worker managing his e-mails
during an hour-long commute by train, or a student doing her homework at the university
coffee shop during a break between lectures.

Immediacy – Carrying a laptop means having instant access to various information,

personal and work files. Immediacy allows better collaboration between coworkers or
students, as a laptop can be flipped open to present a problem or a solution anytime,

Up-to-date information – If a person has more than one desktop PC, a problem of
synchronization arises: changes made on one computer are not automatically propagated to
the others. There are ways to resolve this problem, including physical transfer of updated
files (using a USB stick or CDs) or using synchronization software over the Internet.
However, using a single laptop at both locations avoids the problem entirely, as the files
exist in a single location and are always up-to-date.

Connectivity – A proliferation of Wi-Fi wireless networks and cellular broadband data

services (HSDPA, EVDO and others) combined with a near-ubiquitous support by laptops
means that a laptop can have easy Internet and local network connectivity while remaining
mobile. Wi-Fi networks and laptop programs are especially widespread at university

The primary reason why people prefer laptops is their portability. You can comfortably carry
one anywhere you want. If you are a frequent traveller, laptops prove very useful. Your
laptop lets you carry all your emails, software, presentations, sales material, etc., along. This
way you always stay connected, no matter where you are.


Size and weight
Laptops are more compact than typical, bulky desktop PCs. A laptop contains the main
peripheral devices such as monitor, CPU, speakers, keyboard and pointing device, all these
in a very compact form. If you do not have the necessary work space at home or on your
office desk, then opting for a laptop is the smart solution

Integrated power supply

No doubt, desktops can be powered up with a UPS, but you will be shedding precious bucks
to get a UPS with decent back-up. On the other hand, a laptop effectively comes with a built-
in UPS. These days, laptops come with lighter, yet powerful battery packs that provide
backup for around 2–6 hours depending on the type of battery and the settings you
choose. So, with some wise and prudent moves, you should never face the problem of not
being able to work on your laptop due to a power cut.

Other advantages of laptops include:

Size – Laptops are smaller than standard PCs. This is beneficial when space is at a premium,
for example in small apartments and student dorms. When not in use, a laptop can be closed
and put away.

Ease of Access - Most laptops have doors on the underside that allow the user to access the
memory, hard drive and other components, by simply fliping the laptop to access the doors.
For desktops the user must usually access the backside of the computer, which is harder if
it's in an area with little space.

Low power consumption – Laptops are several times more power-efficient than desktops.
A typical laptop uses 20-90 W, compared to 100-800 W for desktops. This could be
particularly beneficial for businesses (which run hundreds of personal computers,
multiplying the potential savings) and homes where there is a computer running 24/7 (such
as a home media server, print server, etc.)

Quiet – Laptops are often quieter than desktops, due both to the components (quieter, slower
2.5-inch hard drives) and to less heat production leading to use of fewer and slower cooling


Battery – a charged laptop can run several hours in case of a power outage and is not
affected by short power interruptions and brownouts. A desktop PC needs a UPS to handle
short interruptions, brownouts and spikes; achieving on-battery time of more than 20–30
minutes for a desktop PC requires a large and expensive UPS.

All-in-One - designed to be portable, laptops have everything integrated in to the chassis.

For desktops (excluding all-in-ones) this is divided into the desktop, keyboard, mouse,
display, and optional peripherals such as speakers, and a webcam. This leads to lots of
wiring. It can also lead to massive power consumption.


Compared to desktop PCs, laptops have disadvantages in the following fields:


While the performance of mainstream desktops and laptops is comparable, laptops are significantly
more expensive than desktop PCs at the same performance level. The upper limits of performance of
laptops are a little bit lower, and "bleeding-edge" features usually appear first in desktops and only
then, as the underlying technology matures, are adapted to laptops.

However, for Internet browsing and typical office applications, where the computer spends the
majority of its time waiting for the next user input, even netbook-class laptops are generally fast
enough. Most higher end laptops are sufficiently powerful for high-resolution movie playback, 3D
gaming and video editing and encoding. Number-crunching software (databases, math, engineering,
financial, etc.) is the area where the laptops are at the biggest disadvantage.

Manufacturer's have figured out workarounds to this performance problem, by using desktop CPUs
for laptops



Upgradeability of laptops is very limited compared to desktops, which are thoroughly standardized.
In general, hard drives and memory can be upgraded easily. Optical drives and internal expansion
cards may be upgraded if they follow an industry standard, but all other internal components,
including the CPU, motherboard and graphics, are not intended to be upgradeable.

The reasons for limited upgradeability are both technical and economic. There is no industry-wide
standard form factor for laptops; each major laptop manufacturer pursues its own proprietary design
and construction, with the result that laptops are difficult to upgrade and have high repair costs.
With few exceptions, laptop components can rarely be swapped between laptops of competing
manufacturers, or even between laptops from the different product-lines of the same manufacturer.

Some upgrades can be performed by adding external devices, either USB or in expansion card
format such a PC Card: sound cards, network adapters, hard and optical drives, and numerous other
peripherals are available, but these upgrades usually impair the laptop's portability, because they add
cables and boxes to the setup and often have to be disconnected and reconnected when the laptop is

Laptop coaster preventing heating of lap and improving laptop airflow.

Because of their small and flat keyboard and track pad pointing devices, prolonged use of laptops
can cause repetitive strain injury Usage of separate, external ergonomic keyboards and pointing
devices is recommended to prevent injury when working for long periods of time; they can be
connected to a laptop easily by USB or via a docking station. Some health standards require
ergonomic keyboards at workplaces.

The integrated screen often causes users to hunch over for a better view, which can cause neck or
spinal injuries. A larger and higher-quality external screen can be connected to almost any laptop to
alleviate that and to provide additional "screen estate" for more productive work.

A study by State University of New York researchers found that heat generated from laptops can
raise the temperature of the scrotum when balancing the computer on one's lap, potentially putting
sperm count at risk.


The small study, which included little more than two dozen men aged 21 to 35, found that the sitting
position required to balance a laptop can raise scrotum temperature by as much as 2.1 °C (3.78 °F).
Heat from the laptop itself can raise the temperature by another 0.7 °C (1.26 °F), bringing the
potential total increase to 2.8 °C (5.04 °F). However, further research is needed to determine
whether this directly affects sterility in men.

A common practical solution to this problem is to place the laptop on a table or desk. Another
solution is to obtain a cooling unit for the laptop, these units are usually USB powered consist of a
hard thin plastic case housing 1, 2 or 3 cooling fans (the whole thing is designed to sit under a
laptop) which results in the laptop remaining cool to the touch, and greatly reduces laptop heat
buildup. There are several companies which make these coolers.

Heat from using a laptop on the lap can also cause skin discoloration on the thighs.

Due to their portability, laptops are subject to more wear and physical damage than desktops.
Components such as screen hinges, latches, power jacks and power cords deteriorate gradually due
to ordinary use. A liquid spill onto the keyboard, a rather minor mishap with a desktop system, can
damage the internals of a laptop and result in a costly repair. One study found that a laptop is 3
times more likely to break during the first year of use than a desktop.

Original external components are expensive (a replacement AC adapter, for example, could cost
$75); other parts are inexpensive—a power jack can cost a few dollars—but their replacement may
require extensive disassembly and reassembly of the laptop by a technician. Other inexpensive but
fragile parts often cannot be purchased separate from larger more expensive components. The repair
costs of a failed motherboard or LCD panel may exceed the value of a used laptop.

Laptops rely on extremely compact cooling systems involving a fan and heat sink that can fail due
to eventual clogging by accumulated airborne dust and debris. Most laptops do not have any sort of
removable dust collection filter over the air intake for these cooling systems, resulting in a system
that gradually runs hotter and louder as the years pass.

Eventually the laptop starts to overheat even at idle load levels. This dust is usually stuck inside
where casual cleaning and vacuuming cannot remove it. Instead, a complete disassembly is needed
to clean the laptop.Battery life of laptops is limited; the capacity drops with time, necessitating an
eventual replacement after a few years.

Being expensive, common and portable, laptops are prized targets for theft. The cost of the stolen
business or personal data and of the resulting problems (identity theft, credit card fraud, breach of
privacy laws) can be many times the value of the stolen laptop itself. Therefore, both physical
protection of laptops and the safeguarding of data contained on them are of the highest importance.

Most laptops have a Kensington security slot which is used to tether the computer to a desk or other
immovable object with a security cable and lock. In addition to this, modern operating systems and
third-party software offer full disk encryption functionality that renders the data on the laptop's hard
drive unreadable without a key or a passphrase.

Some laptops also now have additional security elements added by the consumer, including eye
recognition software and fingerprint scanning components.

A laptop and a desktop PC with the same configuration cannot be equated in terms of performance.
The obvious question would be, why? The reason is the type of components used in laptops.
Desktops use power-hungry performance parts that cannot be used in laptops, because laptops are
balanced for providing performance, yet maintaining good battery life. Some of the recent
technologies developed for desktops are yet to find their place in laptops. Therefore, laptops are
always a step behind desktops in terms of performance.


While there are visible benefits, the comfort factor is an issue with laptops. The foremost issue is the
fact that with the keyboard and the monitor joined together, it sometimes becomes a problem for
those with eyesight problems. One will have to get used to a touch pad instead of a mouse, although
you can cary a separate mouse to plug into the system. Many manufacturers claim quality onboard
speakers. However, these onboard speakers are never that great and for good quality it is usual to
connect your laptop to an external speaker. Although there are accessories like docking stations,
USB mouse and

USB speakers available in the market, once you connect them there is little difference between a
laptop and a desktop. Perhaps the biggest usability problem with laptops is the keyboard. Many
people who do a great deal of writing and editing prefer desktop machines where you can hit a
single key instead of a key combination for simple and often-used functions such as "Home", "End",
and so forth.


Brand preference


Measure of brand loyalty in which a consumer will choose a particular brand in presence
of competing brands, but will accept substitutes if that brand is not available.

Brand Preference choice criteria

There are six criteria choose brand preference. The first three element categorised as ―Brand
building‖ in terms of how brand preference can be built up. And last three elements are known as
―defensive‖ because it preserved in the face of different opportunity or different brands available
in market.
 Memorable : - How easily particular brand are recalled? How easily recognized ? Is this true
At both purchased and consumption.
 Meaningful :-To what extent particular brand prefer in corresponding category? Does it
suggest something about a product ingredient or the type of person who might use the
E.g. hp laptops and Dell laptops
 Likeability :-How aesthetically appealing do customer finds the brand element? Is it
inherently likeable visually, verbally and in other ways? Concrete brand name such as
Scorpio, Splendor
 Transferable : Can the brand element be used to introduce in new product in the same or
different categories? To what extent does the brand add to brand equity across geographical
boundaries and market segments?
 Adaptable :-How adaptable and updatable is the brand element? E.g. hp, the largest
selling pc brand all over world.
 Protectable :- How legally protectable is the brand element? How comparatively protectable?
Can it easily copy? It is important that names that becomes synonymous with product
categories. Such as Xerox, Fibreglass.


A bout Hewlett-Packard Computers

Hewlett-Packard Company has been in the information technology industry since it was
founded in the late 1930s, was involved in the development of the first PC in 1968, and has
been a leader in the personal computer manufacturing field since 1995. HP entered into a
merger with Compaq in 2002, and maintained the naming rights for the Compaq brand.
Today, HP is considered to be the top-selling brand of personal computers in the world.

Fast Facts:
1. Headquarters: Palo Alto, CA
2. Founded: 1939
3. Top-selling PC computer worldwide
4. 1st minicomputers sold: 1966
5. World's 1st personal computer: 1968, Hewlett-Packard 9100A
6. Hewlett-Packard purchased Compaq: 2002
7. Commonly called "HP"

The leader in the field

The popularity of the HP Pavilion series of desktop computers, and the growing cache of
notebook style computers, has allowed HP to overtake Dell as the number one brand of PC
seller computers. There are 11 desktop models and 11 notebook models currently available
for purchase. All HP systems use Windows XP and Windows Vista.


Competing Brands in the Market

Dell Computer

Dell Computer Corporation started in 1984 by Michael Dell with this very simple premise as its
basic foundation: that personal computers could be built and sold directly to customers and by doing
this, Dell could address their specific needs and provide the best computing solutions that meet those

Dell’s Direct Method provides two distinct advantages: 1. reducing marketing and sales cost by
eliminating markups of distributors and retailers and 2. building to order reduced inventory costs and
risks of retaining inventories.

Dell’s Direct Model is the main reason why it has achieved its stellar status in business today. This
strategic model enables Dell to interact with customers directly providing them with fast,
reasonably-priced and friendly means of production and distribution


Dell's Direct Model approach of enables the company to offer direct relationships with customers
such as corporate and institutional customers. Their strategic method also provides other forms of
products and services such as internet and telephone purchasing, customized computer systems;
phone and online technical support and next-day, on-site product service. This extensive range of
products and services is definitely one of Dell’s strengths.

Dell Computer's award-winning customer service, industry-leading growth and consistently strong
financial performance differentiate the company from competitors for the following reasons

Price for Performance – Dell boasts a very efficient procurement, manufacturing and distribution
process allowing it to offer customers powerful systems at competitive prices.

Customization - Each Dell system is built to order to meet each customer’s specifications.

Reliability, Service and Support – Dell’s direct customer allows it to provide top-notch customer
service before and after the sale.


Latest Technology – Dell is able to introduce the latest relevant technology compared to companies
using the indirect distribution channels. Dell turns over inventory for an average of every six days,
keeping inventory costs low.

The company's application of the Internet to other parts of the business --including procurement,
customer support and relationship management -- is growing at a rate of 30 percent. The company's
Web site received at least 25 million visits at more than 50 country-specific sites.


Dell’s biggest weakness is attracting the college student segment of the market. Dell’s sales revenue
from educational institutions such as colleges only accounts for a measly 5% of the total. Dell’s
focus on the corporate and government institutional customers somehow affected its ability to form
relationships with educational institutions. Since many students purchase their PCs through their
schools, Dell is obviously not popular among the college market yet.

For home users, Dell’s direct method and customization approach posed problems. For one,
customers cannot go to retailers because Dell does not use distribution channels. Customers just
can’t buy Dell as simply as other brands because each product is custom-built according to their
specifications and this might take days to finish.


Personal computers are becoming a necessity now more than ever. Customers are getting more and
more educated about computers. Second-time buyers would most likely avail of Dell’s custom-built
computers because as their knowledge grows, so do their need to experiment or use some additional
computer features.

Demand for laptops is also growing. As a matter of fact, demand for laptop has overtaken the
demand for desktops. This is another opportunity for Dell to grow in other segments.


The internet also provides Dell with greater opportunities since all they have to do now is to visit
Dell’s website to place their order or to get information. Since Dell does not have retail stores, the
online stores would surely make up for its absence. It is also more convenient for customers to shop
online than to actually drive and do purchase at a physical store.


In a volatile market such as personal computers, threats abound. Computers change in a constant
sometime daily basis. New software, new hardware and computer accessories are introduced at a
lightning speed. It is essential for Dell therefore to be always on the lookout for new things or
introduce new computer systems.

The threat to become outmoded is a pulsating reality in a computer business. Not only that,
companies must produce products that are high in quality but low in price. This is one challenge that
Dell contends with.

One of the biggest external threats to Dell is that price difference among brands is getting smaller.
Dell’s Direct Model attracts customers because it saves cost. Since other companies are able to offer
computers at low costs, this could threaten Dell’s price-conscious growing customer base. With
almost identical prices, price difference is no longer an issue for a customer. They might choose
other brands instead of waiting for Dell’s customized computers.

The growth rate of the computer industry is also slowing down. Today, Dell has the biggest share of
the market. If the demand slows down, the competition will become stiffer in the process. Dell has to
work doubly hard to differentiate itself from its substitutes to be able to continue holding a
significant market share.

Technological advancement is a double-edge sword. It is an opportunity but at the same time a

threat. Low-cost leadership strategy is no longer an issue to computer companies therefore it is
important for computer companies to stand out from the rest.

Technology dictates that the most up-to-date and fastest products are always the most popular. Dell
has to always keep up with technological advancements to be able to compete.


Acer computers


Operational Efficiency — Tight Control on Overhead Costs

Improved Economies of Scale
Fast Reactions to Market Changes After Cautious ROI Evaluation
Strong Global Logistics
Aggressive Price Strategy — Particularly Suitable to a Time of Economic Recession
Strong Relationships With Suppliers
Simple and Effective Channel Program

Low Profit Margins
Multiple Brands, Which Increase Costs and Dilute Resources
Brand Perception as Low-Cost PC Provider
Insufficient Attention to the Chinese Market — the Second-Largest in the World and Growing
Limited Product Portfolio for Midsize Business

Economic Downturn, Which Favors Low-Price Products
Growth of Mobile PCs in Homes in Emerging Markets, Where Brand Preferences Are Weaker
Growth Into the Chinese Market
Growth Into Midsize-Business Markets
Reaching Larger Numbers of Customers by Targeting Various Segments Through Multiple


Continued Price Decline in Mobile PCs, Due in Part to Mini-notebooks, Which Erodes Margins
and Profitability
Excessive Reliance on Western Europe, Which Contributed 40% of Acer's Total Mobile-PC
Revenue in 2008
Dell's Expansion Into Indirect Sales in the U.S.
Samsung's Entering Consumer Mobile PCs
Profit Margin Squeezed by Sales to Telecom Service Providers

Compaq (Other brand of hp computer itself)


Compaq is a research and development (R&D) driven organization that has out performed its rivals
including the much larger IBM by being a leader in creating state of the art computers for its


Currently, Compaq is going through a dynamic period in which there is not a great deal agreement as
to the direction the organization should pursue. In addition, there is a breakdown in communications
between many of the company's divisions.


Despite its current internal problems, Compaq has a great deal to gain if it can quickly fix its
problems and seize the changes that are going on in the marketplace. Compaq is seen as a high
quality producer of desk top and portable computers. While IBM has also stood for quality, it has
never been able to take advantage of its resources and produce products in sufficient numbers to
meet customer demand. This has left its customers disappointed and forced to depend on other
sources. Compaq has also successfully been able to develop products that have surpassed IBM's.
Demand is still greater than supply, however this gap is quickly being eroded.


In addition Compaq has the following opportunities which it must recognize as such:
* A rapidly changing marketplace.
As the cost of making portable and desktop computers decreases, new markets for these products
will open including smaller businesses and consumers.

Because the industry has low entry and exit barriers new challengers are entering the market on a
continual basis. These potential competitors include entrepreneurs as well as large well financed

companies like AT&T and Oviletti, who are eroding the excess demand in the market. Compaq must
focus on a strategy that will successfully manage the changing external industry environment.

In addition Compaq faces the following threats:

* A rapidly changing environment where technology has a short half-life
Improvements in technology by suppliers as well as rivals makes it necessary to continuously create
new and better products that will either meet or exceed that of the competitions.


Shiv Nadar is the founder of HCL. He founded HCL in 1976 in a Delhi "barsaati". In 1978, HCL
developed the first indigenous micro-computer at the same time as Apple and 3 years before IBM's
PC. In 1980, HCL introduced bit sliced, 16-bit processor based micro-computer. In 1983, HCL
Indigenously developed an RDBMS, a Networking OS and Client Server architecture, at the same
time as global IT peers. In 1986, HCL became the largest IT company in India. In 1988, HCL
introduced fine grained multi-processor Unix-3 years ahead of "Sun" and "HP". In 1991, HCL
entered into a joint venture Hewlett Packard and HCL-Hewlett Packard Ltd. was formed. The joint
developed multi-processor Unix for HP and heralded HCL's entry into contract R&D. In 1997, HCL
Infosystems was formed. In the same year HCL ventured into software services. In 1999, HCL
Technologies Ltd issued an IPO and became a public listed company. In 2001, HCL BPO was
incorporated and HCL Infosystems became the largest hardware company. In 2002, software
businesses of HCL Infosystems and HCL Technologies were merged. In 2005, HCL set up first
Power PC architecture design centre outside of IBM. In the same year HCL Infosystems launched
sub Rs.10,000 PC. In 2006, HCL Infosystems became the first company in India to launch the New
Generation of High Performance Server Platforms Powered by Intel Dual - Core Xeon 5000
Processor. Today, HCL has a turnover of over US$4billion.
Major Achievements of HCL

Developed the first indigenous micro-computer in 1978.

Indigenously developed an RDBMS, a Networking OS and Client Server architecture in
In 1986, HCL becomes the largest IT Company in India.
HCL introduced fine grained multi-processor Unix-3 years ahead of "Sun" and "HP".


Objective of the Research

To understand the student choice of personal computers and their brand preferences. in this project
hp sellers wants to understand the preferences of(PUC, Degree, technical, etc) students and their
expectations from the brand.
Research objective is to find out
Primary objective
 To find out which student prefer what kind of pc (desktop or laptop) and why?
 to find out major purchasing consideration as Price, brand, special offers, technological
advancements etc.
 They like to understand plus and minus points of hp compared to other brands
 Brand awareness of hp among students.
 Understanding PC brand preference of students.

Research Design
Data collection method-

In this research, I have used two types of data namely;

Primary Data.
1. For the present study, the survey method is used for collecting primary data. A structured
questionnaire will be used for the purpose. The questionnaire was the best available
alternatives for data collection. The other option available was of Interview. Interview as a
tool, is quite economical but it is difficult to record and retain the information and especially
if the queries include open ended questions. Moreover, questionnaire serves the purpose of a
structured form of the interview. The questionnaire includes multiple choice questions and
open ended questions.
Secondary Data
1. Secondary Data is the data collected for some purpose other than the problem at hand. The
secondary data has been collected from internet ,newspapers and hp outlet.


Contents of questionnaire

Questionnaire has to design in the way that it should cover all the factors of the research problem
and it should be interesting to receive the positive attention of respondent.

The questionnaire mainly comprised close- ended questions as well as open end questions. A
structured questionnaire was preferred for the study. Also, the language of the questions was kept as
simple as possible and the questions were made as unambiguous as possible. The questions have
been arranged in a form to provide all the needed information in maximum possible standardized
form. The questionnaire consisting of questions.

Sampling plan


SAMPLING UNIT Colleges, Tuitions, Hostels,
EXTENT Belgaum city
SAMPLING METHOD Convenience sampling (non probability


The first step of research is sample selection, for which the respondents were consumers in
Belgaum city. The sample size is 100 respondents.


Sampling procedure:

The sample is selected by the convenience sampling method. (The selection of units from
the population based on thseir easy availability and accessibility to the researcher is known as
convenience sampling.)The respondents will be selected from different colleges, hostels, Tuitions,
and convenient places of Belgaum city .I will be visiting colleges like GSS, GIT, Gogte college of
commerce ,Law colleges, IMER, Sheshgiri college etc.

The data is collected through personal visits to persons, by formal and informal talks and through
filling up the questionnaire prepared. The data will be analyzed by using mathematical/Statistical

Duration of Study:

The research project is carried out for 26 days from June 22 to July 18 2009.


The data thus collected, is tabulated, interpreted and analyzed with a view to make the study
meaningful. In the present study, percentage, frequency and cross tabulation methods have been used
for analysis.


Sample size is limited to 100 respondents. The sample Size may not adequately represent the whole
market For instance: the number of PUC students in Belgaum is approximately 4,000 & here sample
units for PUC students are 27.
Due to small sample size I couldn’t visit all Colleges.
Project is limited to Belgaum so it is difficult to understand overall students opinion.
Sample size had to reduce due to vacations of MBA and Law colleges..



Data Analysis And Interpretation

Analysis is being done by considering the answers of 100 respondents including 27 PUC , 22
Diploma , 29 B.E , 12 B.com , 8 BCA & BBA & 2 Animation course students of Belgaum
Overall percentage of students owning the PC is 77% remaining doesn’t own PCs.

Q 1.)Do you own a Personal Computer?

Percentage of students owning PC with the consideration of Course need.

Out of 27 PUC students 17 students own pc means 73 % PU students own PCs and

27 % PU students don’t have PCs

Out of 22 Diploma students 95.23% students own PCs & 4.77% don’t have PCs.

Out of 12 B.com students 50% students own PCs & 50% don’t have PCs.

Out of 8 BCA & BBA students 25 % students don’t have PCs & 75% students own PCs.

Out of 29 BE students 7 % students don’t have PCs and 93.% students do own.

2 Animation course students were surveyed both of them don’t have PCs


Q.2) If yes then what kind of personal computers if no then what would you prefer to own?

This finding shows Which course student owns what kind of PC

27% PUC students desired to have Desktop,73% Laptop

52% Diploma students own Desktops and 48% laptops.
75% B.Com students own Desktops and 25% Laptops
75% BCA & BBA students owns Desktop 25% Laptops
41% B.E students own Desktops Laptop 59%
Animation students prefers Laptops


Q.3) If you own PC then on what considerations you made your purchase decision?

This findings show on what consideration students make their purchase decisions.

PUC - 59% Brand 8%, Durability 11%,price 22%Portability

Diploma - 52% Brand 14% Durability 5% price 29% Portability
B.Com 0% Brand 0%Durability 67%Price 33%Portability
BCA & BBA 63% Brand 12% Durability 0% price, 25% Portability
B.E 24% Brand 31 % Durability 24% price 21% Portability
Animation 100% Brand 0% Durability 0%Price 0% Portability


Q.4) What kind of PC suits your course?

This finding show the percentage of what kind of PC suits to their respective course

PUC - Desktop 33% 63% Laptop 4% other kind

Diploma - Desktops23% 77% Laptops
B.Com - Desktop 67% 33% Laptop
BCA & BBA - Desktop 25 % , 75% Laptop
B.E - Desktop 31% 63 % Laptop 3% other kind
Animation - Desktop 0% 100% Laptop


Q.5) How does PC helpful to yours course?

Students use PCs for different purposes according to their course. PUC students think it helps to
gather information through internet regarding their career. It provides learning opportunity through
audio visual effects. And some students feel its best for entertainment.

Diploma students think they need PC for computer programming, designing & for seminars. They
think owning PC gives better practice with their course understanding.

B.Com Students use PC for accounting applications as Tally etc. And they use it to practice basic
programming languages like C, C++, etc
BBA students Work with MS Office for their projects works. They need PC for Internet surfing.
BCA students use PC mainly for Programming.
BE students think PC is must for their course. They need it to practice complex programs and
designing. They need Pc for internet access.
Animation students need PC to design their animation project and to practice it.


Q.6) Which brand PC do you own or desired to own?

Percentage of following PC brands used by respective course students.

PUC - 0% hp, 22%Compaq, 0%HCL, 33% Lenovo , Dell 19% , Acer 7%,
19% Assembled or other brand
Diploma - 9% hp, 29%Compaq, 0%HCL, 9% Lenovo , Dell32% ,Acer 9%, Assembled or
other brand18%
B.Com - 34% hp, 34%Compaq, 8%HCL, 8% Lenovo , Dell 8% , Acer 0%, 8%
Assembled or other brand
BCA & BBA - 12% hp, 0 %Compaq, 0%HCL, 12 % Lenovo , Dell38 % , Acer 0%,
38% Assembled or other brand
B.E - 17% hp, 14 %Compaq, 0 %HCL, 10% Lenovo , Del 28 % , acer 7%,24 %
Assembled or other brand
Animation -50% hp, 50 %Compaq, %HCL, % Lenovo , Dell % , acer %, % Assembled or
other brand


Q.7) Do you know hp (computers)?

Following findings show percentage of students aware of brand hp.

PUC Yes 67% No 33%

Diploma Yes 68% No 32%
B.Com Yes 83% No 17%
BCA & BBA Yes 100% No 0%
B.E Yes 100% No 0%
Animation Yes 100%


Q.8) How do you rank hp compared to other brands Dell, lenovo, HCL in consideration with

This finding shows how do students perceive brand ranking with consideration of service.

PUC 1= 10% 2= 20% 3= 30% 4= 40%

Diploma 1= 10% 2= 20% 3=30% 4=40%
B.Com 1= 10% 2=20 % 3=30% 4=40%
BCA & BBA 1= 22% 2= 33% 3=45% 4=0%
B.E 1= 10% 2= 20% 3=30% 4=40%
Animation 1=50% 2=50 % 3=0% 4=0%


Q.9) What is the attractive factor in hp?

PUC Design 41% Service 29% Price 15% Warranty 15%

Diploma Design9% , Service45% , Price 23% Warranty 23%
B.Com Design 42% , Service33% , Price8 % Warranty 17%
BCA & BBA Design25% , Service 62% , Price0 % Warranty 13 %
B.E Design55% , Service35% , Price 3% Warranty7 %
Animation Design 100 % , Service 0% , Price 0% Warranty 0%


Q.10) What you do not like in hp?

PUC Design 7% Service 19% Price 63% Warranty 11%

Diploma Design23% , Service 50% , Price 9% Warranty 18 %
B.Com Design16 % , Service 17% , Price 67% Warranty 0%
BCA & BBA Design 0% , Service12% , Price63 % Warranty 25%
B.E Design 7% , Service 17% , Price 66% Warranty 10%
Animation Design0% , Service 100% , Price 0 % Warranty 0%

Q.11) Do you think hp lacks something in its overall offering?

Most of the students feel hp offers perfect PC compared to others.Students who are not satisfied
with the hp personally they feel its price doesn’t match with its configuration and level of quality.
Poor battery back up is the main drawback for hp.Many students think hp should concentrate on its
outer look to compete with Dell and Sony viao. Some students say it should offer little more flexible
warranty for price conscious customers.


a) According to this survey approximately 94 % of B.E and Diploma students own PC so it
indicates that these students need PCs more than other students. So hp can target these
students by fulfilling their expectations from brand.

b) Due to poor battery performance of hp, students prefer other brands or go to hp desktops ,so
to increase sales of hp laptops it should strengthen its battery back up.

c) Many of Students who owns Compaq they are not aware of that hp is the source company of
Compaq bran..So hp can arrange campaigns to create this brand awareness.

d) Majority of students satisfied with its Design and Service ,it can be a strength for hp to
develop its brand. Students think hp’s price doesn’t match with its offering and hp should
make its warranty more flexible.


Hereby I can conclude from this research that around 77% Belgaum students do own PCs.
And owning of Desktop PCs is little higher than Laptops. Majority of the the students have
made their purchase decision on the basis of brand except B.Com students, they considered
price for their purchasedecision. Majority of the students think Laptop is the best suit PC for
their course. Majority of the students well aware of brand hp except PUC and Diploma
students. I think hp should work for its awareness amongst PUC and Diploma
students.Majority of the students think Design and Service is the attractive factor in hp.At the
same time Price factor is disappointed majority of students. Poor battery back up ,outer
design and price factor have made many students dissatisfied with hp. I think Strenthening
battery efficiency would create great opportunies









Student Choice of personal computers with brand preference

Dear respondent,

This is a research project carried out as a part of curriculum and the information provided will be
kept confidential. Please spare your few minutes to fill this questionnaire

1) Do you own a personal computer?

a) Yes b) No

If No go to Question No.2

2) If yes then what kind of personal computers if no then what would you prefer to own?

a) Desktop b) Laptop c) Other kind

3) If you own PC then on what considerations you made your purchase decision?

a) Price b) Portability c) Brand d) Durability

4) What kind of PC suits your course?

a) Desktop b) Laptop c) Other kind

5) How does PC helpful to yours course?



6) Which brand pc do you own or desired to own ?

a) Hp
b) Compaq
c) HCL
d) Lenovo
e) Dell
f) Acer
g) Assembled or other brand

7) Do you know hp (computers)?

a) Yes b) No

8) How do you rank hp compared to other brands Dell, lenovo, HCL in consideration with service?

a) 1 b) 2 c) 3 d) 4

9) What is the attractive factor in hp?

a) Design b) Service c) Price d)Warranty

10) What is the worst factor in hp?

a) Design b)Service c)Price d)Warranty

11) Do you think hp lacks something in its overall offer?

Name –


Education currently pursuing -

E-mail id-


Respondents Question Numbers
1 2 3 4 5 6 7 8 9
PUC1 0 2 2 1 3 1 3 3
2 1 1 4 2 3 0 3 0
3 1 1 3 1 1 0 0 1
4 0 2 2 2 4 0 1 2
5 1 2 3 2 4 0 3 3
6 1 2 3 2 3 0 1 0
7 1 2 3 2 5 0 1 1
8 1 1 1 1 6 0 2 3
9 1 2 1 2 6 1 1 2
10 0 2 3 2 4 0 1 0
11 1 2 3 2 4 0 1 0
12 1 2 3 2 1 0 0 0
13 0 2 3 1 6 0 3 1
14 1 2 4 2 3 0 1 1
16 0 2 3 2 3 1 1 1
17 0 2 3 2 3 1 1 1
18 0 2 3 2 3 0 2 2
19 1 3 3 3 6 0 3 1
20 0 2 3 2 3 0 2 2
21 0 2 3 2 3 0 1 0
22 0 2 2 1 4 0 1 1
23 1 1 1 1 6 0 2 0
24 1 2 3 2 5 1 1 3
25 1 2 3 2 1 1 1 0
26 1 1 2 1 1 1 1 0
27 1 1 2 1 1 1 1 0
28 1 1 2 1 1 1 1 0
Diplm 29 0 1 3 1 4 0 1 1
30 1 2 2 2 0 1 1 1
31 1 1 4 1 1 0 1 1
32 1 2 3 2 3 0 3 1
33 1 1 3 1 6 0 2 3
34 1 1 3 2 1 0 3 2
35 1 2 2 2 3 0 2 2
36 1 1 4 2 6 1 2 3
37 1 2 3 2 5 1 2 3
38 1 1 3 1 6 1 2 3
39 1 1 3 2 1 0 2 0
40 1 2 4 2 4 0 1 2
41 1 2 3 2 4 0 2 2
42 1 1 3 1 5 0 2 3
43 1 2 1 2 4 1 2 1


44 1 1 1 2 6 1 1 1
45 1 1 3 2 0 1 1 0
46 1 2 3 2 4 0 1 2
47 1 1 2 2 4 0 0 1
48 1 2 2 2 1 0 1 1
49 1 2 2 2 1 0 1 1
50 1 2 2 2 4 0 1 1
Bcom51 0 2 3 2 0 0 2 1
52 0 1 3 1 1 0 1 0
53 1 1 3 1 0 0 1 3
54 1 1 3 2 0 0 1 3
55 0 1 4 1 1 0 2 1
56 1 1 3 2 6 0 2 1
57 1 1 3 1 4 0 1 1
58 0 1 3 2 3 0 3 0
59 0 1 1 1 0 1 1 0
60 1 1 3 1 1 0 1 0
61 0 2 3 1 1 0 2 2
62 1 2 3 1 2 1 2 0
BCBA63 1 2 2 1 0 0 1 0
64 0 2 4 2 4 0 1 3
65 1 1 3 2 4 0 1 1
66 1 1 3 2 6 0 2 1
67 0 1 3 2 3 0 2 1
68 1 1 3 1 6 0 1 1
69 1 1 3 2 4 0 2 1
70 1 1 4 2 6 0 2 0
BE 71 1 1 1 1 6 0 1 0
72 1 2 2 2 1 0 0 0
73 1 1 4 1 0 0 0 0
74 1 1 4 1 6 0 0 0
75 1 2 1 2 3 0 1 0
76 1 2 1 2 3 0 1 1
78 0 2 4 2 4 0 1 1
79 1 2 2 2 1 0 0 0
80 1 2 1 2 1 0 0 0


81 1 2 3 2 4 0
82 1 1 4 2 6 0
83 1 1 4 1 6 0
84 1 2 2 2 0 0
85 1 1 4 1 6 0
86 1 2 3 2 4 0
87 1 2 2 2 0 0
88 1 2 3 2 4 0
89 1 2 3 2 4 0
90 1 1 4 1 6 0
0.91 1 1 2 3 5 0
92 1 2 1 2 3 0
93 0 2 4 2 4 0
94 1 2 3 2 4 0
95 1 1 3 2 4 0
96 1 1 1 1 6 0
97 1 1 3 1 5 0
98 1 2 2 2 1 0
99 1 1 4 1 0 0
100 1 2 1 2 0 0
Anmn101 0 2 3 2 0 0
102 0 2 3 2 1 0