Executive Summary

A successful marketer must understand consumers psychology and behavior to

successfully grip the target market. To fully understand consumer need,
demand, marketers need to accomplish marketer research. In this report, I have
analyzed consumers psychology, opinion, perception, and behavior towards
Toshiba laptop.
Toshiba Corporation is a Japanese multinational conglomerate corporation
headquartered in Tokyo, Japan. Its diversified products and services include
information technology and communications equipment and systems, electronic
components and materials, power systems, industrial and social infrastructure
systems, consumer electronics, household appliances, medical equipment, office
equipment, lighting and logistics.
Reduction in prices and increasing consumer awareness is fueling the demand
for the Indian Laptop market. Apart from the procurement cost, demand is also
driven by increasing number of new professions across the corporate and
household segment. Additionally, the demand for Laptops in India is further
expected to rise on account of the upcoming festive season.
I have focused on the brand equity, image, external and internal factors of
Toshiba Laptop.

LAPTOP
A laptop is a personal computer designed for mobile use and small and light
enough to sit on a person's lap while in use. A laptop integrates most of the
typical

a desktop computer, including a display, a keyboard, a pointing

device(a touchpad, also known as a track pad, 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 notebook -shaped with thicknesses between 0.71.5 inches
(1838 mm) and dimensions ranging from 10x8 inches (27x22cm, 13" display)
to15x11 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.
Moderntablet laptopshave a complex joint between the keyboard housing and
the display, permitting the display panel to swivel and then lie flat on the
keyboard housing. 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
2

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.

Laptops in India:
Changing work style and increasing need for 24/7 access to information is
fueling the growth of India Laptop market. Personal Desktop and Laptops have
been competing since the evolution of portable personal computers. However,
Laptops are preferred due to the convenience and portability factor associated
with them.
According to 6Wresearch, India Laptop market reached 4.71 Million shipments
for the year ending June-2014. Hewlett Packard endured its market leadership
backed by its government tie-ups. Lenovo and Dell registered 2nd and 3rd
position in the India Laptop market.
Growth of portable PC market widely known as India Laptop market has
experienced a volatile trend over the last few quarters. However, slow growth of
the India Laptop market was revived after the completion of various pending
government deals in Uttar Pradesh and Tamil Nadu. During 4Q 2013, the
market declined by 56% over the 3Q 2013. Whereas, the market registered a
growth of 102% in 2Q 2014 as compared to 1Q 2014.
Reduction in prices and increasing consumer awareness is fueling the demand
for the Indian Laptop market. Apart from the procurement cost, demand is also
driven by increasing number of new professions across the corporate and
household segment. Additionally, the demand for Laptops in India is further
expected to rise on account of the upcoming festive season.

COMPANY PROFILE
Toshiba Corporation is a Japanese multinational conglomerate corporation
headquartered in Tokyo, Japan. Its diversified products and services include
information technology and communications equipment and systems, electronic
components and materials, power systems, industrial and social infrastructure
systems, consumer electronics, household appliances, medical equipment, office
equipment, lighting and logistics.
Toshiba was founded in 1938 as Tokyo Shibaura Electric K.K. through the
merger of Shibaura Seisaku-sho (founded in 1875) and Tokyo Denki (founded
4

in 1890). The company name was officially changed to Toshiba Corporation in

1978. Toshiba has made numerous corporate acquisitions during its history,
including of Semp in 1977, of Westinghouse Electric Company in 2006,
ofLandis+Gyr in 2011, and of IBM's point-of-sale business in 2012.
Toshiba is organised into four business groupings: the Digital Products Group,
the Electronic Devices Group, the Home Appliances Group and the Social
Infrastructure Group. In 2010, Toshiba was the world's fifth-largest personal
computer

vendor

measured

by

revenues (after Hewlett-

Packard, Dell, Acer and Lenovo). In the same year, it was also the world's
fourth-largest

manufacturer

of

semiconductors

by

revenues (after Intel

Corporation, Samsung Electronics and Texas Instruments).

Toshiba is listed on the Tokyo Stock Exchange, where it is a constituent of
the Nikkei

225 and TOPIX indices,

the Osaka

Securities

Exchange and

the Nagoya Stock Exchange .

Toshiba was founded in 1939 by the merger of Shibaura Seisakusho (Shibaura
Engineering Works) and Tokyo Denki (Tokyo Electric). Shibaura Seisakusho
had been founded as Tanaka Seisakusho by Tanaka Hisashige in 1875 as Japan's
first manufacturer of telegraph equipment. In 1904, it was renamed Shibaura
Seisakusho. Through the first decades of the 20th century Shibaura Seisakusho
had become a major manufacturer of heavy electrical machinery as Japan
modernized during the Meiji Era and became a world industrial power. Tokyo
Denki was founded as Hakunetsusha in 1890 and had been Japan's first
producer of incandescent electric lamps. It later diversified into the manufacture
of other consumer products and in 1899 had been renamed Tokyo Denki. The
merger

of

Shibaura

and

Tokyo

Denki

created

new

company

called Tokyo Shibaura Denki (Tokyo Shibaura Electric). It was soon nicknamed

Toshiba, but it was not until 1978 that the company was officially renamed
Toshiba Corporation.
The group expanded rapidly, driven by a combination of organic growth and by
acquisitions, buying heavy engineering and primary industry firms in the 1940s
and

1950s.

Groups

EMI (1960), Toshiba

created

include Toshiba

International

Equipment (1974), Toshiba

Music

Industries/Toshiba

Corporation (1970s) Toshiba

Chemical (1974), Toshiba

Electrical

Lighting

and

Technology (1989), Toshiba America Information Systems (1989) and Toshiba

Carrier Corporation (1999).
Toshiba is responsible for a number of Japanese firsts, including radar (1912),
the TAC digital computer (1954), transistor television and microwave oven
(1959), color video phone(1971), Japanese word processor (1978), MRI system
(1982), laptop personal computer (1986), NAND EEPROM (1991), DVD
(1995),

the Libretto sub-notebook

personal

computer

(1996)

and HD

DVD (2005).
In 2001, Toshiba signed a contract with Orion Electric, one of the world's
largest OEM consumer video electronic makers and suppliers, to manufacture
and supply finished consumer TV and video products for Toshiba to meet the
increasing demand for the North American market. The contract ended in 2008,
ending 7 years of OEM production with Orion.
In December 2004, Toshiba quietly announced it would discontinue
manufacturing traditional in-house cathode ray tube (CRT) televisions. In 2006,
Toshiba terminated production of in-house plasma TVs. To ensure its future
competitiveness in the flat-panel digital television and display market, Toshiba
has made a considerable investment in a new kind of display technology
called SED.
6

Before World

War

II,

Toshiba

was

member

of

the Mitsui

Group zaibatsu (family-controlled vertical monopoly). Today Toshiba is a

member of the Mitsui keiretsu (a set of companies with interlocking business
relationships and shareholdings), and still has preferential arrangements with
Mitsui Bank and the other members of the keiretsu. Membership in a keiretsu
has traditionally meant loyalty, both corporate and private, to other members of
the keiretsu or allied keiretsu. This loyalty can extend as far as the beerthe
employees consume, which in Toshiba's case is Asahi.
In July 2005, BNFL confirmed it planned to sell Westinghouse Electric
Company, and then estimated to be worth $1.8 billion (1 billion).[7] The bid
attracted

interest

from

Electric and Mitsubishi

several
Heavy

companies

including

Industries and

Toshiba, General

when

the Financial

Times reported on January 23, 2006 that Toshiba had won the bid, it valued the
company's offer at $5 billion (2.8 billion). The sale of Westinghouse by the
Government of the United Kingdom surprised many industry experts, who
questioned the wisdom of selling one of the world's largest producers of nuclear
reactors shortly before the market for nuclear power was expected to grow
substantially; China, the United States and the United Kingdom are all expected
to invest heavily in nuclear power. The acquisition of Westinghouse for $5.4bn
was completed on October 17, 2006, with Toshiba obtaining a 77% share, and
partners The Shaw Group a 20% share and Ishikawajima-Harima Heavy
Industries Co. Ltd. a 3% share.
In late 2007, Toshiba took over from Discover Card as the sponsor of the topmost screen of One Times Square in New York City. It displays the iconic 60second New Year's countdown on its screen, as well as messages, greetings, and
advertisements for the company.
In January 2009, Toshiba acquired the HDD business of Fujitsu.
7

Toshiba is headquartered in Minato-ku, Tokyo, Japan and has operations

worldwide. It had around 210,000 employees as of 31 March 2012.
Toshiba is organised into four main business groupings: the Digital Products
Group, the Electronic Devices Group, the Home Appliances Group and the
Social Infrastructure Group. In the year ended 31 March 2012, Toshiba had total
revenues of 6,100.3 billion, of which 25.2% was generated by the Digital
Products Group, 24.5% by the Electronic Devices Group, 8.7% by the Home
Appliances Group, 36.6% by the Social Infrastructure Group and 5% by other
activities. In the same year, 45% of Toshiba's sales were generated in Japan and
55% in the rest of the world.
Toshiba has 39 R&D facilities worldwide, which employ around 4,180
people. Toshiba invested a total of 319.9 billion in R&D in the year ended 31
March 2012, equivalent to 5.2% of sales. Toshiba registered a total of 2,483
patents in the United States in 2011, the fifth-largest number of any company
(after IBM, Samsung Electronics, Canon and Panasonic).
Toshiba is organized into the following principal business
groupings, divisions and subsidiaries:
Digital Products Group

Digital Products and Services Company

Network & Solution Control Center

Toshiba TEC Corporation

Electronic Devices Group

Semiconductor & Storage Products Company

Discrete Semiconductor Division

Analog & Imaging IC Division

Logic LSI Division

Memory Division

Storage Products Division

Center For Semiconductor Research & Development

Optical Disc Drive Division (Formed partnership with optical disc drive
division of Samsung Electronics as Toshiba Samsung Storage Technology
Corporation(TSST))

Toshiba Mobile Display Co., Ltd. (This company will be merged with Hitachi
Displays, Ltd. and Sony Mobile Display Corporation to form Japan Display
Inc. in Spring of 2012.[24])

Social Infrastructure Group

Power Systems Company (Combined-cycle gas power plants, nuclear power

plants, hydro-electric power plants, and associated components)

Nuclear Energy Systems & Services Division

Westinghouse Electric Company (Acquired October 2006)

Thermal & Hydro Power Systems & Services Division

Power and Industrial Systems Research and Development Center

Social Infrastructure Systems Company

Transmission & Distribution Systems Division

Railway & Automotive Systems Division

Railway Systems Division

Automotive Systems Division

Motor & Drive Systems Division

Automation Products & Facility Solution Division

Defense & Electronic Systems Division

Environmental Systems Division

Toshiba Elevator and Building Systems Corporation

Toshiba Solutions Corporation

Toshiba Medical Systems Corporation

Toshiba America Information Systems

Home Appliances Group

Toshiba Home Appliances Corporation

Toshiba Lighting & Technology Corporation

Harison Toshiba Lighting Corporation

Toshiba Carrier Corporation

Others

New Lighting Systems Division

Smart Community Division

Materials & Devices Division

Toshiba offers a wide range of products and services, including air

conditioners, consumer electronics (including televisions and DVD and Blu-ray
players), control systems (including air-traffic control systems, railway systems,
security systems and traffic control systems), electronic point of sale equipment,
elevators and escalators, home appliances (including refrigerators and washing
machines), IT services, lighting, materials and electronic components, medical
equipment (including CT and MRI scanners, ultrasound equipment and X-ray
equipment), office equipment, business telecommunication equipment personal
computers, semiconductors, power systems (including electricity turbines, fuel
cells and nuclear reactors) power transmission and distribution systems, and
TFT displays.

10

Discovery
3D television
In October 2010, Toshiba unveiled the Toshiba Regza GL1 21" LED backlit
LCD TV glasses-free 3D prototype at CEATEC 2010. This system supports 3D
capability without glasses (utilizing an integral imaging system of 9 parallax
images with vertical lenticular sheet). The retail product was released in
December 2010.
4K Ultra HD televisions
4K Ultra HD (3840x2160p) TVs provides four times the resolution of 1080p
Full HD TVs resulting in higher quality resolution. Toshibas 4K HD LED
TVs are powered by a CEVO 4K Quad + Dual Core Processor.

HD DVD

On February 19, 2008, Toshiba announced that would be discontinuing its HD

DVD storage format following defeat in a format 'war' against Blu-ray. The HD
DVD format had failed after most of the major US film studios backed the Bluray format, which was developed by Sony, Panasonic, Philips, Pioneer and
Toshiba's President, Atsutoshi Nishida. "We concluded that a swift decision
would be best [and] if we had continued, that would have created problems for
consumers, and we simply had no chance to win".

11

Toshiba continued to supply retailers with machines until the end of March
2008, and continued to provide technical support to the estimated one million
people worldwide who owned HD DVD players and recorders. Toshiba
announced a new line of stand-alone Blu-ray players as well as drives for PCs
and laptops, and subsequently joined the BDA, the industry body which
oversees development of the Blu-ray format.

REGZA
REGZA (Real Expression Guaranteed by Amazing Architecture) is a unified
television brand owned and manufactured by Toshiba. REGZA name was
eliminated in 2010 for the North American market citing switch in television
production to Compal Electronics.
REGZA is also used in Android-based smartphones that were developed by
Fujitsu Toshiba Mobile Communications.

Chromebook
In October 2014, Toshiba released the Chromebook 2, a new version with a
thinner profile and a much-improved display. The Chromebook runs exclusively
on the Chrome operating system and gives users free Google Drive storage and
access to a collection of apps and extensions at the Chrome Web Store.
Toshiba India Private Limited is a 100% subsidiary of Toshiba Corporation
Japan, It was established in September 2001.
The business operations of Toshiba India Private Limited in India encompass
the following business domains:

PC Business (notebook computers)

TV Business(LED TVs, LCD TVs)

12

Home Appliances Business (Refrigerators, Washing Machine)

Office Automation (Multi Functional Printer / Bar Code Printer)

Thermal & Hydro Power Plant Systems Engineering Business

Social infrastructure (Industrial Systems, Railways, Security &

Automation, Smart Community, Transmission & Distribution System)

Semiconductor & Storage Business

Outline of Toshiba India Private Ltd:

Company Name: Toshiba India Pvt. Ltd

Address: Toshiba India Pvt. Ltd., 3rd Floor, Building No. 10, Tower - B,
Phase - II DLF Cyber City, Gurgaon - 122 002 Haryana, India

Managing Director: Kenji Urai

Headquarter: Gurgaon

Main Branch Offices: Mumbai / Bangalore / Chennai / Hyderabad /

Kochi

Quality and Reliability

LEADING EXCELLENCE IN PROVEN QUALITY
Toshibas R&D, manufacturing and service activities are geared to maintaining
the highest quality standards. Our principal design criteria for new products are
maximum functionality combined with optimal quality. For our customers, this
means best-in-class quality as we offer more value than any other mobile
computing brand. Toshibas core brand values - mobility, innovation and quality
13

- are the building blocks for true product leadership and make Toshiba the best
choice for advanced mobile computing.
MAINTAINING HIGHEST QUALITY STANDARDS
Through R&D, manufacturing and service, Toshiba maintains peak performance
for its Notebook PCs. Maximum dedication to product excellence means setting
high engineering standards and testing procedures even before the product
makes it to the production stage.
UNIQUE COMMITMENT TO INNOVATION
Toshibas continuing success is underpinned by our proven ability to develop
new cutting-edge technologies. Toshiba is the key player in the development of
computing technologies and product innovations. On top of substantial
investment in R&D, Toshibas concept of innovation goes one step further. It
means putting these innovations into practice by incorporating them into new
products. For our customers, this means buying from a strong and innovative
partner.
UNRIVALED HERITAGE IN MOBILITY
It all began in 1985 when Toshiba launched the worlds first portable PC. Since
then, Toshiba has been responsible for many of the major innovations in mobile
computing. All Toshiba products are the result of our unrivaled experience in
developing and producing mobile systems. For our customers, this means
choosing a proven partner with extensive experience and in-depth product
knowledge.

Toshiba Group Companies in India

14

TOSHIBA SOFTWARE (INDIA) PVT. LTD.

#3A "Essae Vaishnavi Solitaire"
III Block, Koramangala
Bangalore - 560034
India
Phone: +91 - 80 - 41803500
Fax: +91 - 80 - 41101650
Website: www.toshiba-tsip.com
TOSHIBA JSW POWER SYSTEMS PVT. LTD.
Chennai Regd. Office Cum Factory
S.No. 74 - 95 , Vaikkadu Village,
Andarkuppam Check Post,
Manali New Town,
Chennai - 600103.
Phone: +91 - 44 - 30666000
Fax: +91 - 44 - 30666500
Website: http://www.toshiba-tjps.in
Gurgaon Office
3rd Floor, Building Number 10, Tower B,
DLF Cyber City, Phase -2, Gurgaon,
Pin Code -122022, Haryana, India.
Phone: +91 - 124 - 4996600
Fax: +91 - 124 - 4996611
TOSHIBA LOGISTICS INDIA PRIVATE LIMITED
4th Floor, Building No.10, Tower B,
Phase-II, DLF Cyber City, Gurgaon-122002, India
TEL: +91-(0)124-499-6600,
FAX: +91-(0)124-499-6611
TPSC (INDIA) PVT. LTD.
A - 1 Module, D-Quadrant, 2nd & 9th Floor
Cyber Towers, HITEC City, Madhapur,
Hyderabad - 500081,
India.

15

Phone: +91 - 40 - 23110601

Fax: +91 - 40 - 23110600
Website: http://www.tpscindia.com
TOSHIBA JOHNSON ELEVATORS INDIA PVT. LTD.
C&B Square Building , 6th Floor,
Plot No 601, 127, Andheri Kurla Road,
Chakla Andheri, (East),
Mumbai - 400059
Phone: + 91 - 22 - 61911500
Fax: +91 - 22 - 61911540
TOSHIBA TRANSMISSION & DISTRIBUTION SYSTEMS (INDIA) PVT. LTD.
Rudraram Village, Patancheru Mandal,
Medak Dist, Telangana State.
PIN 502 329
Phone: +91 40 3071 7474

Awards:
THE COVETED BEST VALUE AWARD 2013
Satellite C850 X0110
Toshiba satellite C850 X0110 has won the coveted best value award in the May 2013
edition of CHIP magazine. The device has been given a 5 star rating by the CHIP lab in
value for money category.

REDDOT DESIGN AWARD 2012

Portg Z830/Z930 Series (Ultrabook)
The ultrabooks are only 15.9 mm thick and equipped with a broad array of expansion ports
and a full A4-sized keyboard with 19 mm spacing between the key caps.

16

Statement by the Jury

The plain design is sensibly complemented by the magnesium-alloy body and chrome-plated
hinges. The result is a notebook series with a high-quality appearance that is also suitable for
business purposes.

GOOD DESIGN AWARD 2012

Note-PC [dynabook R632 / Portege Z930 / Satellite Z930]
Good Design Awards is a system that aims to channel the eminent powers of distinctive
designs to build prosperous lives and encourage sound industrial development since 1957.
Statement by the Jury

Portege Z930 shows evidence of the designers' awareness, and we can sense their effortmaking stand apart. One notable feature at the hinges is a hint of gold color. Although, in
general, careless use of this coloring tends to make products look gaudy, in Z930, it has been
used skilfully, and it matches the hairline body finish well. Careful design also overcame the
potentially critical issue of eliminating the antenna cover, due to the use of magnesium alloy
in the body, which would normally interfere with wireless signal reception. The wealth of
interfaces shows how this model addresses a weakness of ultrabooks that fail to provide
larger ports, such as VGA and Ethernet connectivity. Also worthy of praise is its compact
footprint, which, at 31.6 cm wide, makes the unit small enough to fit in a desk drawer.

Toshiba Satellite Laptop

The Toshiba Satellite (dynabook Satellite in Japan) is a line of consumergrade notebook computers marketed by Toshiba. Models in the Satellite family
vary greatly - from entry-level models sold at major retailers to fullfledged media center-class notebooks. The latter are labeled as "Qosmio" and
sold alongside the Satellite name.
17

The Qosmio models tend to have added features like two hard drive bays,
multiple graphics cards, a large number of input/output ports of varying design,
unique case styling, backlit keyboards, significantly more powerful sound
systems (built in subwoofer and amplifier), etc.
The early models did not come with an internal CD-ROM drive, but these
eventually came as mobile technology progressed. Such models can link up
with an external CD-ROM drive through the parallel port on the rear
(since USB ports came later as well). Some Satellites also lacked an
internal floppy disk drive, but a port on the side allowed the use of a proprietary
external module for such. These machines tended to be smaller in physical size
than their contemporaries.
In Spring 2000, some models came with a 15 inch screen and a built-in DVD
drive, a 6 GB HDD and ran at 500 MHz. They were sold for $2400 by Toshiba.
They also had a model called the Satellite Pro. Newer models of the Satellite
Pro are still being sold.

Toshiba Portg
The Toshiba Portg is a high-end Ultrabook brand line from Toshiba. The
Portg series has a long line of several models, the latest being the 13.3 inch
R930 series and the similar Z930 series. It is targeted to business professionals
and is a lightweight series. Portg laptops occasionally featured first-in-theworld technologies. R500 was one such machine, first of its kind in terms of
form factor that provided an integrated DVD drive and was less than a kilogram
in weight. Specifically, Portg line and other Toshiba products can be found for
sale at the Toshiba's website as well as at retail stores like Best Buy, PC
Richards & Sons, Amazon.com, Newegg.com, and through Microsoft as well.
The laptops are sold as either Z930s or R930s with a specific sub-classification
18

which determines each Ultra book's specifications. Usually, models sold at each
retail location are a little bit different.
Portgs are designed to be extremely mobile and rated highly in areas of
portability, styling, and performance. Throughout their history, Portg
machines have been extolled due to their focus on long battery life.
Furthermore, several high-end models in the Portg line feature a Honeycomb
Rib Structure which makes the laptop stiffer and more durable. Many also come
with the optional feature of a solid-state drive, which is more reliable than a
traditional hard disk drive, as well as USB 3.0, which allows for faster data
transfer. Toshiba in general is also known for making laptops which have the
ability to charge a USB connected device even when the laptop is asleep or off.
Earlier models include the Portg M780 and R700. Similar to the M750, the
M780 features a flip and twist screen, which means it can be used as a notebook
or a tablet. The device has a 12.1-inch LED-backlit display with a resolution of
1,200 800 pixels, and comes with a stylus for scribbling notes, which slots
into the side of the chassis when not being used. The M780 also has a 320 GB
hard disk, and can be customized or upgraded to Intel Core i7 processor and
8 GB RAM.

Toshiba Tecra
The Toshiba

Tecra (dynabook

business laptops manufactured

TECRA in

by Toshiba.

The

Japan)
Tecra

is

series

series

of

includes

four notebook models. The number of Tecra notebook models available for sale
is strictly dependent on the location: North and South America, Europe, Africa
and South Africa, the Middle East or the South Pacific region.

19

POPULAR MODELS

TOSHIBA PORTEGE Z30-AY0433B

Processor: Intel Core i7-4510U

RAM: 8GB
Inbuilt HDD: 256GB (SSD)
OS: Windows 8 Pro

1,20,000

TOSHIBA PORTEGE Z30-AX0433B

Processor: Intel Core i5-4210U

RAM: 4GB
Inbuilt HDD: 256GB (SSD)
OS: Windows 8 Pro

1,00,000

TOSHIBA PORTEGE R30-AY0433B

Processor: Intel Core i7-4610M

RAM: 4GB
Inbuilt HDD: 750GB
OS: Windows 8 Pro

98,000

TOSHIBA PORTEGE Z10T-AX0432B

Processor: Intel Core i5-4220Y

RAM: 4GB

20

Inbuilt HDD: 128GB (SSD)

OS: Windows 8 Pro

98,000

TOSHIBA PORTEGE R30-AX0433B

Processor: Intel Core i5-4210M

RAM: 4GB
Inbuilt HDD: 750GB
OS: Windows 8 Pro

73,000

TOSHIBA TECRA W50-A Y2430

Processor: Intel Core i7-4800MQ

RAM: 8GB
Inbuilt HDD: 1TB
OS: Windows 8 Pro

1,68,000

TOSHIBA TECRA Z40-A X0410

Processor: Intel Core i5-4200U

RAM: 4GB
Inbuilt HDD: 500GB
OS: Windows 8 Pro

65,600
21

TOSHIBA SATELLITE P50T-B Y3110

Processor: Intel Core i7-4710HQ

RAM: 8GB
Inbuilt HDD: 1TB
OS: Windows 8.1

79,120

TOSHIBA SATELLITE C50D-A 60011

Processor: AMD A6-5200 Quad Core APU

RAM: 4GB
Inbuilt HDD: 750GB
OS: Windows 8.1

29,734

TOSHIBA SATELLITE L50-B P0010

Processor: Intel Pentium N3520

RAM: 2GB
Inbuilt HDD: 500GB
OS: Non OS

24,978

22

TOSHIBA SATELLITE L50-B P0011

Processor: Intel Pentium N3520

RAM: 2GB
Inbuilt HDD: 500GB
OS: Non OS

24,978

TOSHIBA SATELLITE S40-B X3110

Processor: Intel Core i5-4200U

RAM: 4GB
Inbuilt HDD: 1TB
OS: Windows 8.1

46,726

Important Buying Factors: When Planning to

Buy a Laptop
Buying a new laptop is an investment for sure, and you can make the best
possible choice only by thoroughly assessing your requirements. Whether you're
buying a laptop for the first time or have been using one for ages, before
venturing on a new purchase, there are several factors that need to be
considered. To make things easier for you, we've listed here the most important
factors:

Processor (CPU):

23

The first bullet point in all those "specification" handouts that a laptop sales
person will show you would most likely mention the processor in the system.
The processor is one of the main components in a laptop and directly affects
performance as well as battery life. Over the past years, laptop processors were
comparatively slower when pitted against desktop alternatives, but not anymore.
Today, faster multi-core processors are common in laptops. The processor type
differs depending on size, purpose or area of application of the laptop. Most
laptops come with Intel or AMD processors, with either single- or multi-core
architectures.Considering average applications such as MS Office or other appli
cations likePhotoshop, a processor with a minimum clock speed of 2.2 GHz is
essential. Unlike desktops, laptops cannot conveniently be upgraded, and so its
always better to choose a faster processor with the future in mind.

Memory (RAM):
Once youve decided on the processor you require, you need to do justice to it
by letting it perform to its full potential by providing adequate system memory.
RAM, the random memory needed for your operating system, running programs
and their data, contributes to the overall system response time. Consider
a situation

where you

have one of the

fastest computers around, but not enough memory to hold the programs

and

their data that you wish to run. Much of the program code and the data will have
to be held on disk and brought into memory when needed. At the same time,
Data that is not currently being worked on will be stored temporarily on disk.
As the time taken to move data to and from a disk is much greater than moving
from memory to the processor, this will slow the system down considerably. In
case this stretches your budget, find out if it will be possible to upgrade later,
or if it has to be done by a technician. These days, with resource hungry
applications, I advise a minimum of 2GBRAM as standard.

Display:
24

The display abilities of a laptop are determined by the screen itself, as well as
the

graphics processor.

Screens

come in standard sizes

and resolutions.

Typically, larger displays have a higher resolution, but then this impacts the
portability of a laptop. Wide screen displays are also gaining popularity as they
help with better viewing and comfortable working. The graphics processor, on
the other hand, determines performance that is visible when it comes to 3D
graphics and gaming. Laptops come with onboard as well as dedicated graphics
solutions. The difference between the two is that while on board solutions
provide

low

end

or

very

basic

performance,

dedicated

graphics

solutionsfrom NVIDIA and ATI significantly enhance performance and allow hi

-endapplications (newer generation games) and other 3D-intensive applications
to run more smoothly.

Ports:
Every now and then, we have to connect additional peripherals to our laptops.
These may be wireless cards, USB drives, printers, mice or other gadgets. An
adequate pool of available ports is very useful both for desktops as well as
laptops. Most modern day devices are designed to connect to USB ports. If you
have devices which use Fire Wire or other connections such as Bluetooth or
infrared, like many mobile phones, PMPs or video cameras do these days, make
sure your laptop supports them by having the right connectors. An expansion
slot for PC cards is also a good idea. This comes in handy to accommodate an
internal modem, wireless card, additional Ethernet ports or a better sound card.
With high definition video and audio coming to laptops, an HDMI port is also
becoming common these days. HDMI replaces the old S-Video port and gives
advantages such as single cable connection for both audio and video.
Headphone and microphone jacks are common, but some laptops come with
dual headphone jacks that can be used to connect your laptop to different
devices or even to utilize its multi-channel output.
25

Drives:
Hard drives can be broadly classified into two different categories:
1. HDD (Hard Disk Drive) 2.ODD (Optical Disk Drive)
Your storage requirement entirely depends on your usage. A hard drivesconfigu
ration is fairly straight forward in terms of size. These days, laptops come with
500 GB storage on a single HDD, but still you have to decide whether you
really need all that space. Another critical factor that determines your overall
system speed is the drives rotation speed a drive with a higher spin rate
yields faster data access times. However, these are more prone to damage as
well. This is one factor you must keep in mind while arriving at your decision.
Try and assess how much space you will need in your system, and then multiply
by three. Optical drives have evolved considerably over the years. You can
either have a simple DVD-ROM drive for installing software, all the way up to
the latest high definition Blu-ray DVD burners as part of your configuration. In
most cases, laptops now come standard with a dual layer DVD burner. Blu-ray
drives are starting to show up, but are extremely expensive.

Networking:
One of the basic reasons to have a laptop is to be able to carry out all your tasks
while on the move. This involves your work for which you need to send/receive
emails .Connecting to the internet or a local network is a crucial function that
you need to have f6r your laptop. Most laptops today include a built-in 56 kbps
modem and Fast Ethernet (RJ45) port that handle data rates up to 1,000 Mbps.
WiFi has now become a common feature in laptops. There are several standards
for wireless connectivity, but a very basic connection would require 802.11b/g
support having a data rate of up to 54Mbps.

Size and Weight:

You can add up the best of everything and arrive at a monster of a laptop! But
then,thats what portability is all about balancing your configuration for optimal
26

performance and capacity on the one hand, and portability on the other.
Although ultra portable laptops offer light weight solutions and a smaller size,
they also sacrifice on processing speeds, ODDs, expansion slots, etc. Therefore,
when looking for a laptop, consider these factors before making a final decision.
Also consider the weight of the accessories, especially the AC adapter, because
at times, laptops are light but after bundling accessories, the whole package can
become quite heavy to carry. If you travel frequently, or carry a lot of heavy
things while on the move, a lightweight laptop with a small form factor is what
you need.

Battery Life:
The best looking laptop is no good if it doesnt offer you adequate battery time.
This holds true even if the product you are considering is an Apple Macbook
Air. Try to find the listed battery life for the standard battery, and see if it suits
your needs. It would be wise to look for a system with at least two hours of
battery life under normal conditions. If you need extended battery life, then look
for larger battery packs or media bays that can double as extra battery slots
when required.

Warranty Plans:
Laptops are more prone to breakdowns due to their portability. When buying a
system, make sure to get at least a years warranty from the OEM. If youll be
using the system heavily, a system that comes with a three year warranty is
ideal. Consider several models while you are out there shopping.
Consider

all

models

that

meet

your buying criteria,

and compare them on features and prices. Your decision should not depend on
someone elses preferences, but on your own. After all, its you who is going to
use the laptop dont be shy to call dealers and customer support of the OEMs
27

to find out more about their equipment. Check out the model physically
whenever possible. Ask your friends who may have bought laptops recently or
are currently using the one you wish to buy. Narrow your choices down to a few
models, and then seek the best deal before finally buying your dream laptop.

Consumer Behaviour:
Consumer Behaviour is a branch which deals with the various stages a
consumer goes through before purchasing products or services for his end use.
An individual buys a product when there is a need for the product, social status
and for the gifting purpose. An individual does not buy a product when there is
No requirement, Income/Budget/Financial constraints, Taste. A consumers
purchase products mostly in Festive season, Birthday, Anniversary, Marriage or
other special occasions.
There are infact several factors which influence buying decision of a consumer
ranging from psychological, social, economic and so on.
In a laymans language consumer behaviour deals with the buying behaviour of
individuals.
The main catalyst which triggers the buying decision of an individual is need
for a particular product/service. Consumers purchase products and services as
and when need arises.
According to Belch and Belch, whenever need arises; a consumer searches for
several information which would help him in his purchase.
Following are the sources of information:

28

Personal Sources
Commercial Sources
Public Sources
Personal Experience

Perception also plays an important role in influencing the buying decision of

consumers.
Buying decisions of consumers also depend on the following factors:
Messages, advertisements, promotional materials, a consumer goes through
also called selective exposure.
Not all promotional materials and advertisements excite a consumer. A
consumer does not pay attention to everything he sees. He is interested in
only what he wants to see. Such behaviour is called selective attention.
A consumer would certainly buy something which appeals him the most. He
would remember the most relevant and meaningful message also called as
selective retention. He would obviously not remember something which has
nothing to do with his need.

Stages in Consumer Decision Making Process

An individual who purchases products and services from the market for his/her
own personal consumption is called as consumer.
To understand the complete process of consumer decision making, let us first go
through the following example:
Tim went to a nearby retail store to buy a laptop for himself. The store manager
showed him all the latest models and after few rounds of negotiations, Tim
immediately selected one for himself.
In the above example Tim is the consumer and the laptop is the product which
Tim wanted to purchase for his end-use.
Why do you think Tim went to the nearby store to purchase a new laptop?
The answer is very simple. Tim needed a laptop. In other words it was actually
Tims need to buy a laptop which took him to the store.
The Need to buy a laptop can be due to any of the following reasons:
29

His old laptop was giving him problems.

He wanted a new laptop to check his personal mails at home.
He wanted to gift a new laptop to his wife.
He needed a new laptop to start his own business.

The store manager showed Tim all the samples available with him and
explained him the features and specifications of each model. This is called
information. Tim before buying the laptop checked few other options as well.
The information can come from various other sources such as newspaper,
websites, magazines, advertisements, billboards etc. This explains the consumer
buying decision process.

Several stages before purchasing a product or service:

NEED

INFORMATION GATHERING/SEARCH

EVALUATION OF ALTERNATIVES

PURCHASE OF PRODUCT/SERVICE

POST PURCHASE EVALUATION

Need:

30

Need is the most important factor which leads to buying of products and
services. Need in fact is the catalyst which triggers the buying decision of
individuals. An individual who buys cold drink or a bottle of mineral water
identifies his/her need as thirst. However in such cases steps such as
information search and evaluation of alternatives are generally missing. These
two

steps

are

important

when

an

individual

purchases

expensive

products/services such as laptop, cars, mobile phones and so on.

Information search:
When an individual recognizes his need for a particular product/service he tries
to gather as much information as he can.
An individual can acquire information through any of the following sources:
Personal Sources - He might discuss his need with his friends, family
members, co workers and other acquaintances.
Commercial sources - Advertisements, sales people (in Tims case it was the
store manager), Packaging of a particular product in many cases prompt
individuals to buy the same, Displays (Props, Mannequins etc)
Public sources - Newspaper, Radio, Magazine
Experiential sources - Individuals own experience, prior handling of a
particular product (Tim would definitely purchase a Dell laptop again if he
had already used one)
Evaluation of alternatives
The next step is to evaluate the various alternatives available in the market. An
individual after gathering relevant information tries to choose the best option
available as per his need, taste and pocket.
Purchase of product
31

After going through all the above stages, customer finally purchases the
product.
Post purchase evaluation
The purchase of the product is followed by post purchase evaluation. Post
purchase evaluation refers to a customers analysis whether the product was
useful to him or not, whether the product fulfilled his need or not?
Factors influencing consumer behaviour

1. Cultural Factors:
Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture
(iii) Social Class Culture:The set of basic values perceptions, wants, and behaviours learned by a member
of society from family and other important institutions. Culture is the most basic
cause of a persons wants and behaviour. Every group or society has a culture,
and cultural influences on buying behaviour may vary greatly from country to
country.
Sub Culture :A group of people with shared value systems based on common life experiences
and situations. Each culture contains smaller sub cultures a group of people with
shared value system based on common life experiences and situations. Sub
culture includes nationalities, religions, racial group and geographic regions.
Many sub culture make up important market segments and marketers often
design products.
Social Class:Almost every society has some form of social structure, social classes are
societys relatively permanent and ordered divisions whose members share
similar values, interests and behaviour.
2. Social factors :

32

A consumers behaviour also is influenced by social factors, such as the (i)

Groups (ii) Family (iii) Roles and status
Groups:Two or more people who interact to accomplish individual or mutual goals.
A persons behavious is influenced by many small groups. Groups that have a
direct influence and to which a person belongs are called membership groups.
Some are primary groups includes family, friends, neighbours and coworkers.
Some are secondary groups, which are more formal and have less regular
interaction. These includes organizations like religious groups, professional
association and trade unions.
Family:Family members can strongly influence buyer behaviour. The family is the most
important consumer buying organization society and it has been researched
extensively. Marketers are interested in the roles, and influence of the husband,
wife and children on the purchase of different products and services.
Roles and Status:A person belongs to many groups, family, clubs and organizations.
The persons position in each group can be defined in terms of both role and
status.
For example M & X plays the role of father, in his family he plays the role of
husband, in his company, he plays the role of manager, etc. A Role consists of
the activities people are expected to perform according to the persons around
them.
3. Personal Factors
It includes (i) Age and life cycle stage (ii) Occupation (iii) Economic situation
(iv) Life Style (v) Personality and self concept.
Age and Life cycle Stage:33

People changes the goods and services they buy over their lifetimes. Tastes in
food, clothes, furniture, and recreation are often age related. Buying is also
shaped by the stage of the family life cycle.
Occupation:A persons occupation affects the goods and services bought. Blue collar
workers tend to buy more rugged work clothes, whereas white-collar workers
buy more business suits. A Co. can even specialize in making products needed
by a given occupational group. Thus, computer software companies will design
different products for brand managers, accountants, engineers, lawyers, and
doctors.
Economic situation:A persons economic situation will affect product choice

Life Style:Life Style is a persons Pattern of living, understanding these forces involves
measuring consumers major AIO dimensions. i.e. activities (Work, hobbies,
shopping, support etc) interest (Food, fashion, family recreation) and opinions
(about themselves, Business, Products)
Personality and Self concept:Each persons distinct personality influences his or her buying behaviour.
Personality refers to the unique psychological characteristics that lead to
relatively consistent and lasting responses to ones own environment.
4. Psychological Factors
It includes (i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and attitudes
Motivation:Motive (drive) a need that is sufficiently pressing to direct the person to seek
satisfaction of the need.
34

Perception:The process by which people select, Organize, and interpret information to form
a meaningful picture of the world.
Learning:Changes in an individuals behaviour arising from experience.
Beliefs and attitudes:Belief is a descriptive thought that a person holds about something
Attitude, a Persons consistently favorable or unfavorable evaluations, feelings,
and tendencies towards an object or idea

OBJECTIVES
The research study tends to follow and achieve specific objectives. The
objectives of this particular study are: To know the personal views of people regarding choices among various
branded PC Laptop.
To study which branded PC Laptop is mostly preferred by people as per
their choices.
Comparison between various branded Laptop with Toshiba.
Find out factor influencing the people at the time of purchasing
Toshiba Laptop regarding quality, durability, variety, price.
To know the target markets profile of Toshiba Laptop, their buying purposes
and preference.

35

Limitations of the Study

First limitation of this project is the very short time limit.
A portion of the respondents are not cooperative.
The researcher is inexperienced.
Biasness or prejudice of some of the respondents regarding any sort of
the information which is required for such study.
Not much of importance was attached to this task by some of the
Respondents.
The sample size of the respondents is very small.
The method of sampling is judgement sampling.
For the sake of official secrecy, the concerned officials did not provide
enough information.
As because the questionnaire was in English many people could not
understand the questions and thus could not answer well.

36

RESEARCH METHODOLOGY
Meaning of Research:
Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on
a specific topic. In fact, research is an act of scientific investigation. The
advanced learner s Dictionary of Current English lays down the meaning of
research as a careful investigation or inquiry especially through search for new
facts in any branch of knowledge. Redman and Mory define research as a
systematized effort to gain new knowledge.
Research is an academic activity and as such the term should be used in a
technical sense. According to Clifford Woody research comprises defining and
redefining problems, formulating hypothesis or suggested solution; collecting,
organizing and evaluating data; making deductions and reaching conclusions;
and at last carefully testing the conclusion to determine whether they fit the
formulating hypothesis. It is the pursuit of truth with the help of study,
observation, comparison and experiment. In short, the search for knowledge
through objective and systematic method finding solution to problem is
research.
Objectives of research:
The purpose of research is to discover answer to questions through the
application of scientific procedures. Through each research study has its own

37

specific purpose, we may think of research objectives as falling into a number

of following groups: 1. To gain familiarity with a phenomenon or archive new insights into it.
2. To portray accurately the characteristics of a particular individual, situation or
a group.
Meaning Of Research Methodology:
Research methodology is a way to systematically solve the research problem. It
may be understood as science of studying how research is done scientifically. In
it we study various steps that are generally adopted by a researcher in studying
his research problem along with logic behind them. It is necessary for
researcher to know not only the research methods/ techniques but also the
methodology. Research methodology has many dimensions and research
methods do constitutes a part of the research methodology. Thus when we talk
of research methodology we not only talk of research methods but also consider
logic behind the methods we use in context of our research study and explain
why we are using a particular method or technique and why we are not using
others so that research result is capable of being evaluated either by the
researcher himself or by others.
Research Process:
Before embarking on the details of research methodology and techniques, it
seems appropriate to present a brief overview of research process. Research
process consists of a series of action or steps necessary to effectively carry out
38

research and the desires sequencing of these steps. The following order
concerning various steps provides a useful procedural guideline regarding the
research process:
1. Formulating the research problem.
2. Extensive literature survey.
3. Development of working hypothesis.
4. Preparing the research design.
5. Determining sample size.
6. Collecting the data.

By observation.
Through personal interview.
Through telephone interview.
By mailing of questionnaires.
Through schedules.

7. Execution of the project.

8. Analysis of data.
9. Generalization and interpretation.
10. Preparation of the report.
Types of Research:
1. Descriptive research.
2. Analytical research.
3. Applied research.
4. Fundamental research.
39

5. Quantitative research.
6. Qualitative research.
7. Conceptual research.
8. Empirical research.
The above-mentioned are the various type of research, which a researcher can
apply in order to achieve ones desired objective. Therefore to achieve the
objectives of my research I have used descriptive research.
This will be based on proper Research design to meet the objectives of the
project study.
Sampling method: Convenient Sampling
Information Collection instrument: Structured questionnaire for the
respondents.
Sample Size: 20 individuals.
Sample Area: Asansol & Durgapur
Secondary Sources: Secondary information was collected from the internet.
Analysis of information: Statistical technique through MS Excel was used to
analyze the collected data. Sum, Countif, Average, weighted average were used
here.
Presentation of Information: Collected and calculated information are
presented in graphical forms.

40

ANALYSIS
AND
FINDINGS

41

1) Personal Details

Age
18-25 [ ]

25-35 [ ]

36-50 [ ]

50 and above [ ]

Age Group
During 20/6/09 to 30/7/09
18-25

26-35

36-50

50 & above

10% 3%
21%
66%

Interpretation:
From the chart we can interpret that majority respondents are of age group 1825 in the research, 21% are of age group 26-35, 10% are of age group of 36-50,
3% are of age group of 50 above.

42

Gender
Male [ ]

Female [ ]

Male
Female

67
13

Gender
During 20/6/09 to 30/7/09
16%

Male
Female

84%

Interpretation:
In this research majority of respondents are male. There are 67 male
respondents and 13 female.

43

Family Income
8 K - 12 K [ ]
20K - 40K [ ]

12K - 20 K [ ]
40K and above [ ]

10-12k
12-20k
20-40k
40k & above

27
26
22
5

Family Income
During 20/6/09 to 30/7/09
10k-12k

6%
34%

28%

12k-20k
20k-40k
40k-above

33%

Interpretation:
From the chart it can interpret that 34% respondents family income are below
Rs12k, 32% respondents family income are below Rs20k, 28% respondents
family income are below Rs40k, 6% respondents family income are above
Rs40k.

44

2) Do you own a computer/notebook/Laptop?

Yes [ ]

No [ ]

Yes
No

73
17

9%

Yes
No
91%

Interpretation:
From the Pie chart it is interpret that 9% of respondent dont have laptop/
computer.

3) Have you heard of Ultra mobile portable device?

45

Yes [ ]
Yes
No

No [ ]
18
55

25%

Yes
75%

No

Interpretation:
From the Pie chart it is clear that it is clear that 75% of the respondents are not
aware of ultra mobile potable device.

46

4) What kind of computer you are using now?

Desktop computer [ ]
Laptop
[ ]
Ultra portable laptop [ ]
Desktop
Laptop
Ultraportable

51%

36
37
0

49%

Desktop
Laptop
Ultraportable

Interpretation:
From the pie chart it can say that Laptop users are more than desktop user but
no one uses ultra portable laptop.

5) Have you heard of Toshiba laptop?

47

Yes [ ]

No [

Yes

16

No

64

20%

Yes
80%

Interpretation:
Most of the people are not aware of Toshiba Laptop.

6) Do you heard about Toshiba Touch Services?

48

No

Yes [ ]
No [

Yes

14

No

66

18%

Yes
82%

No

Interpretation:
Majority of the people do not hear of Toshiba Touch Services.

49

7) Do you know Toshiba customer care services are available in 11 Indian

languages & 24x7?
Yes [

No [

Yes

10

No

70

13%

Yes
No
88%

Interpretation:
Most of the people dont know that Toshiba customer care services are available
in 11 Indian Languages.

8) How did you know about the Toshiba laptop you are using right now?
50

Newspaper [ ]
Television [ ]
Others
[ ]

Magazine [ ]
Friends and Family [ ]

Newspaper
Magazine
Television
Friends & Family
Others

30
10
5
26
2

3%
36%

41%

Newspaper
Magazine
Television

7%

14%

Friends & Family

Others

Interpretation:
As is evident from the graph majority of users get information about latest sales
offers from friends & newspaper. This gives an insight that the media that can be
effective in conveying sales promotion offers is print media (newspapers). If we look
at another feature that has been brought out by the survey is the fact that majority of
people buy by looking at a feature in newspaper. This can be concluded from the fact
that 41 percent of the buyers are those who seek information from Newspaper while
purchasing a PC/Laptop.

51

9) Are you satisfied with the Toshiba you are using right now?
Yes [ ]

No [ ]

Yes
No

59
14

19%

Yes
81%

No

Interpretation:

It is clear that most of people are satisfied with their Toshiba laptop.

52

10) If satisfied what features you like about Toshiba laptop?

Service
[
Battery Backup [
Configuration [
Brand
[

]
]
]
]

Service
Battery Backup
Configuration
Brand

27
10
19
6

10%
44%

31%

Service
Battery Backup

16%

Configuration
Brand

Interpretation:
From the above pie chart it is interpreted that most of the people are satisfied
because of service offered by the company.

53

11) What according to you is important attribute for a Toshiba laptop?

Price
Agree [ ] Strongly agree [ ]
Neither agree nor disagree [ ]

Disagree [ ]

Agree
Strongly Agree
Disagree
Strongly Disagree
Neither Agree Nor Disagree

Strongly disagree [ ]

34
19
19
5
3

Price
During 20/6/09 to 30/7/09
Agree
Strongly Agree

6% 4%

Disagree
43%

24%

24%

Strongly Disagree
Neither Agree Nor
Disagree

Interpretation:
Most of the respondent feel that price is the important factor while purchasing
Toshiba computer.

54

Service
Agree
[
Strongly agree
[
Disagree
[
Strongly disagree
[
Neither agree nor disagree[

]
]
]
]
]

Agree
Strongly Agree
Disagree
Strongly Disagree
Neither Agree Nor Disagree

35
41
4
0
0

Service
During 20/6/09 to 30/7/09
5%

Agree
44%

51%

Strongly Agree
Disagree

Interpretation:
Majority of the user agree to the fact that after sales service is a reason to buy
Toshiba Laptop.

55

Small Size & Light Weight

Agree
Strongly agree
Disagree
Strongly disagree
Neither agree Nor disagree

[
[
[
[
[

]
]
]
]
]

Agree
Strongly Agree
Disagree
Strongly Disagree
Neither Agree Nor Disagree

42
19
13
3
3

Small Size & Light Weight

20/6/09 to 30/7/09
Agree
16%

Strongly Agree

4% 4%

Disagree
53%

24%

Strongly Disagree
Neither Agree Nor
Disagree

Interpretation:
From the chart it is clear that most of the people prefer small size and light
weight laptops. Instead of large screen and heavy laptops.

56

FINDINGS

FINDINGS
57

 During the survey, it was found that 80% people are unaware of Toshiba
laptop.
People prefer small size & light weight laptops.
According to survey, 34% of people said price is important factor while
purchasing a laptop. People finds price of Toshiba laptop is attractive.
80% people like the features and service of Toshiba laptop.
Most of the people are not aware that Toshiba Customer Care is available
in 11 languages & 24x7.
People are also not aware of the Toshiba Touch Services.
From the customers view 37% will buy Toshiba product because of its
feature.
Print Media is the best medium to provoke customer to purchase laptop.

58

CONCLUSION

59

CONLUSION
After the signing of GATT, India has witnessed a tremendous growth of
MNCs and rise of its own industries and corporate houses in a big way.
These organizations require IT set ups for many purposes. As a result IT
itself has become a very big industry today. To fulfill the needs of the
industries and business organization many IT companies are competing with
each other. IBM, Compaq, HCL, Toshiba, DELL, Sony, Zenith etc are few of
them. They provide a number of products ranging from desktops, Laptops to
palm tops.
But many remote areas of Asansol and Durgapur the problem is in pitching
Toshiba products. The reasons vary from strong rival brand loyalty to lack of
consumer awareness.
There is no doubt that Toshiba products are of high quality however they
have failed to get the appropriate share of the market. This is because of
Toshibas late entry in India. ON the other hand DELL and IBM are fulfilling
their consumers need for a long time. And hence enjoy brand loyalty.
Toshiba should not look towards these rival brand loyal corporates as their
potential customer but they should try to pitch their product to medium or
small size, industries and business organization where there is less brand
loyalty.
Toshiba should also being latest configuration at reasonable prices before its
rival brands. This will certainly attract huge no. of customers, as many go to
HP and DELL because configuration.

60

Toshiba can achieve good result in sales by providing good after sale
services, good configuration and most importantly by providing good
financial schemes which can be flexible to suit high as well as middle level
management.

RECOMMENDATION

61

RECOMMENDATION
TOSHIBA should take proper attention towards marketing of ultra
portable laptops. Many people are unaware of TOSHIBA laptops.
Company executive should pay proper attention towards checking of
various components of Laptop before end user delivery. Otherwise it
tends towards defame of brand name in comparison to rivals.
Need to expand customer care center as the consumer base of Toshiba is
increasing with tremendously fast pace.
Proper attention should be paid for advertisement planning otherwise it
may lead to problem for dealer and customer as well as for company.
Company should tie up with some event management company to
organize various promotional activities like canopy, Carnival.
Company should make proper promotional activities to aware customer
about Toshiba Laptops.
Direct company visit and demonstration to corporate sectors and school,
colleges may boost up the company sale.
Special festive discount offer may also make changes in the company sale
figure.

62

BIBLIOGRAPHY
Books :
Principles of Marketing, Philip Kotler & Gary Armstrong, 11th edition,
Prentice Hall of India Private Limites, New Delhi, 2006
Marketing Management, A south Asian Perspective, Philip Kotler, Kevin
Lane Keller, Abraham Koshy, Mithileshwar Jha, 13th Edition, Pearson Prentice
Hall, 2009
Marketing Management, Planning, Implementation and control, Global
Perspective Indian Context, V S Ramaswamy & S Namakumari, 3rd Edition,
Macmillan India Limited, New Delhi, 2007
Marketing Managemnet, Rajan Saxena, 3rd Edition, Tata McGraw Hill
Publishing Company Limited, New Delhi, 2006
Marketing Management, 13th Edition, S A Sherlekar, Himalaya Publishing
House, Mumbai, 2007
Basic Marketing A global Managerial Approach, 15th Edition, William D
Perreault Jr, E Jerome McCarthy, Tata McGraw Hill, New Delhi, 2006
Marketing Case Study Solutions, 2nd Edition, H Kaushal, MacMillan India
Ltd., New Delhi, 2007
63

Web:

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www.toshiba.com
www.hclinfosystem.com
www.agrani.esselgroup.com
www.dataquest.com
www.icd.com
www.dell.com
www.hp.co.in
www.toshiba-india.com
en.wikipedia.org

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