MARKET RESEARCH

ON TABLET PC
Final
Report
Name PGDM
Submitted To DR. M No. R
Amardeep On Suresh
Srivastava
28th March, 2015 14015
Bhavesh Sobhani 14033
Faraaz Mohammed 14050
Kriti Shukla 14070
GroupPrabhakaran
Neethu 1, Section 14088
B
Paras Mainali 14097
Table of Contents
Table of Contents......................................................................................................................... 1
1. Executive Summary............................................................................................................... 1
2. Definition of tablet................................................................................................................. 1
3. Overview............................................................................................................................ 1
3.1. Market shares of Tablets................................................................................................. 2
3.2. Need for Tablet Pcs in India............................................................................................. 2
4. The top 5 education trends in India............................................................................................. 3
5. Background of Tablet PCs in Mysore.......................................................................................... 3
6. Organizational Context............................................................................................................ 4
7. Decision Making Context........................................................................................................ 4
8. Research Objectives............................................................................................................... 4
9. Research Design.................................................................................................................... 4
9.1. Research Questions........................................................................................................ 4
9.2. Information Resource Planning Table................................................................................6
9.3. Research Approach........................................................................................................ 6
10. Research Methodology........................................................................................................ 7
10.1. Sampling Plan........................................................................................................... 7
10.1.1. Sample................................................................................................................. 7
10.1.2. Data Collection...................................................................................................... 8
10.1.3. Information Gathering............................................................................................ 8
11. Data Analysis.................................................................................................................... 9
11.1. Sample Table............................................................................................................ 9
11.2. Focus Groups.......................................................................................................... 10
12. Activity......................................................................................................................... 11
13. Analysis........................................................................................................................ 11
13.1. Students perspective................................................................................................ 12
13.2. Parents Perspective.................................................................................................14
13.5. Concluding Analysis................................................................................................. 19
13.6. Focus Group Analysis............................................................................................... 21
14. Findings, Recommendations and Scope for the client.................................................................23
15. Bibliography................................................................................................................... 24
ANNEXURE............................................................................................................................ 25
Questionnaires...................................................................................................................... 25
Questionnaires for the parents..............................................................................................25
Questionnaires for the students.............................................................................................27
1. Executive Summary
Today in India, digital learning with interactive chats, animation and quality contents by the means of
laptops, PCs and Tablet PCs, is increasingly becoming popular among students as well as teachers in
India. Digital learning has become a norm for many universities and schools in India. This is the
aspect of the education that we planned to explore to understand the possibility of Tablet PCs as an
aid to the students.

The education system in India is slowly evolving and becoming more tech-savvy to match the
international standards of education. The education in India focuses on the quality improvement
aspect, and digital learning is going to be an important tool to fulfil this aspect.

Our group has done a study for our client Micromax. Micromax is planning to launch customized
Tablet PCs that is exclusively for education purposes unlike the traditional tablets present in the
market. The educational tablet is being launched as an aid for students to help them with their studies
as they see more and more institutions adopting digital learning. The product will be launched as a
pilot launch in the city Mysore. Before launching the company wants to analyse the market for the
product and the buying behaviour of the customers (students and parents).

The sampling region for the market research was Mysore and the respondents included the students,
parents, teachers and retailers from in and around the Mysore area. The exploratory market research
was conducted using questionnaires, various interviews and Focus Groups (qualitative research).

After the market research was done, from the analysis it was drawn that the launch of Tablet PCs for
education is not feasible in the Mysore market. The reasons and various factors responsible for this
are many.

2. Definition of tablet
A small portable computer that accepts input directly on to its screen rather than via a keyboard or
mouse. The tablet form factor is typically smaller than a notebook computer but larger than a
smartphone.

3. Overview
The Tablet PC market in India is one of the fastest growing markets around the globe. With its
introduction in July 2010 in India, the market has witnessed huge growth in terms of demand,
shipments and emergence of various players- national & international, in the industry. The mature
Indian consumers' increasing preference for Tablets and the younger demographics' desire to use
mobile Web technologies could see the Tablet PCs markets revenues soar. Multistage, great user
experience, rising of 3G penetration, enhanced reach and changing lifestyles of consumers in India
will boost the demand for Tablet PCs in India.

Trends in the Industry:

Education Sector

Low end Tablets

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 Android OS

Application Base

Tablet shipments are expected to rise sharply from 3 million units in 2011 to 23.6 million units in
2017. It is expected that the overall Tablet PC user base is likely to grow at a CAGR of 107 per cent.
Indian Tablet market is observing a transition from desktop PC to Tablet PC, as more and more
people are seeking to adopt the mobility offered by tablets.

With growing numbers of affordable Tablets, popularity of the device amongst budget-sensitive
consumers is expected to increase manifold.

3.1. Market shares of Tablets

Quarter 3 Sales 2014

Sales
4.9
22.8

apple samsung
41.8 asus lenevo others RCA

18.3
6.5
5.7

3.2. Need for Tablet PCs in India

Along with the many new IT companies, many schools and colleges are mushrooming in the city of
Mysore. The state government is taking more interest in this, so as to improve the infrastructure of
the city. The system of education in Mysore is taken care of especially to attract more IT
professionals and companies to the state.

In order to prepare the state to invite more and more foreign investors to the state, the engineering
colleges in Mysore are educating students to become trained professionals. There are other technical
training institutes as well who train the students in areas related to various modern technologies.

With an increase in sales of iPad, e-Pad, Android Enabled Phones, Touch Pads and Smart Phones,
India is slowly becoming techno savvy. According to the latest report released by one of the
Universities in India, mobile internet users within the boundaries of India are estimated to go up to
160 million users by the end of 2015.

Education sector has not been left behind and is greatly exploring the opportunity provided by these
internet mobile devices. Currently, education sector in India including higher education has shortage
of skilled human resources and quality facilities. This has resulted due to the lack of sociability
among students. With introduction of technology, a greater opportunity has been provided to
overcome such hurdles among students. This is because students can now use their mobile phones to
navigate through the internet and join public chats on sites such as Facebook and twitter.

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4. The top 5 education trends in India
Digital learning

Today in India, digital learning with interactive chats, animation and quality contents is increasingly
becoming popular among students schooling in India. Digital learning has become a norm for many
universities in India. This is mainly for distance education, digital marketing, management
development courses and executive education. In addition, digital learning is facilitating the tutoring
of certain subjects of science in pre-schools. It is also facilitating the teaching of courses like soft
skills training, foreign language training and English language training.

e-Pad/iPad based learning

In India, the cost for tablet PC has drastically decreased and now a student can obtain a tablet with as
low as Rs 3500. In addition, companies manufacturing tablets are now embedding their tablets PC
with educational contents such as assessments for the exam preparation, tutorials and lecture series.
IPad and ePad are now coming with competitive examinations such as GRE, GMAT, JEE, IIT etc.
Such innovative methods have made education affordable to everyone in the society.
Mobile phones
It is approximated that over 150 million students in India have accessibility to internet via their
mobile phones. This has been made possible since most websites are being provided with mobile
versions since their interface and resolution has been reduced. In addition, different institutions of
higher learning are offering free Wi-Fi that is enabling students to access internet via their mobile
phones.
Interactive self-assessment
Collection of previous academic papers has been made available to students so as to enhance self-
learning process. Such papers are helping those students who want to practice objective questions
based exams such as MHTCET, UPSC, and MPSC. In addition, different institutions are providing
CD and DVD based self-assessment solutions to help their students analyse their individual
performance and identify their weak and strong areas.
Android App/ Windows App
The greatest percent of younger generation in India are using smart phones. Smart phones have
enabled the users to download window and android applications which are facilitating accessibility to
certain sites. In addition, students are finding it convenient to buy paid educational apps that are
providing basic education concepts.

5. Background of Tablet PCs in Mysore

In Mysore, as per our initial research the brands that are sold the most are Samsung, Micromax and
Karbonn. The people who visit the stores who generally buy tablets are professionals, parents and
retired people. It was observed that the decision making power of purchasing a tablet solely rested in
the hands of the parents and in some cases the children does influence but very few cases. The tablet
PCs used are for general purposes, gaming and as a phone as well as a PC. The average price range of
the tablet PCs that is the most selling is Rs. 5000 to Rs. 7000. The 7 inch tablets are the most
demanded among students. Also the parents and students all demand for big screen size and quality

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display. The most sold and sought after Tablet PC in the market is Samsung Neo priced at Rs. 7500.
Competition that can be seen are with the respect to the bigger screen sized mobile phones

6. Organizational Context
Tablets are growing in usage. Their prices are coming down. The growth in apps for tablets is making
the devices more flexible. And, best of all, students look for tablets. What better reason than
consumer demand to adopt tablets as a channel of learning?

Mysore being one of the highly sort after location for studies is our primary area of target and with
the increase in income and living standards, we find a great opportunity in launching a tablet meant
for students with the educational necessities in the form of in-built apps.

7. Decision Making Context

Launch of a new tablet PC especially for the purpose the purpose of education of students. It is
important to determine the needs of the people, both students and their parents, which can be fulfilled
by the new tablet.

8. Research Objectives
1. To find out the acceptability of Tablet PCs among the upper middle class high school students.

2. To find the awareness of consumers towards customized tablet PCs.

3. To understand the buying behaviour of students and parents towards Tablet PCs

4. To find out the needs and requirements of students.

5. To find out the readiness of students to use Tablets as an aid for their study

9. Research Design
Approach: A quantitative method and qualitative method will be employed.

Type of research design: Descriptive research

9.1. Research Questions

1. What is the purpose behind buying a tablet- general purpose/gaming/educational purpose?

2. Which are the most preferred brands in this segment?

3. Which are the major consumer groups being targeted?

4. What specifications (Quality, Display, Screen size, Design) are the customers attracted to?

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5. Which version of the tablet will be the most preferred? With/without Calling?
6. How the price of the product does affects the sales?
7. What impact do the parents have on their children and how does it affect their buying behaviour?
8. Is Micromax perceived as a brand only for the lower-middle segment?
9. Would students prefer Micromax with in-built educational apps?

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9.2. Information Resource Planning Table
Source of Primary/Secondary Information Points Measurement
Information Approach
Retailers Primary 1. Preferred brands Nominal Scale
2. Price Ordinal Scale
3. Models in
demand
4. Purpose to buy
Students Primary 1. Need Comparative Scale
2. Requirements Ordinal Scale
3. Purpose Nominal Scale
4. Desired
Specifications
5. Brand awareness
6. Preference for
educational apps
7. Brand Image
Parents Primary 1. Readiness to buy Comparative Scale
2. Need Ordinal Scale
3. Price Nominal Scale
4. Purpose
5. Problems faced
6. Maintenance-
free
7. Brand
Preference
Teachers Primary 1. Need Nominal Scale
2. Effects of usage
Web Resources Secondary 1. Current trends
2. Nature of
Demand
3. Popular brands

9.3. Research Approach

Hypothesis
H0 Respondents are willing to use Tablet PCs as an aid for their study
H1 Respondents are not willing to use Tablet PCs as an aid for their study

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Major portion of tablet PC customers fall in the age group of (15-65) and belong to middle and
upper class.
1. Price plays the decisive role in selection of the product.
2. Style, design, specification and OS preferred by the customers.
3. Advertisements and promotions creates awareness among the customers.
4. Good brand image and visibility affects sales.

10. Research Methodology

Types of research
1. Primary research: Here the information is collected by interviewing people individually and later
analysis is done based on the collected data.
2. Secondary research: Here the information which is already available from various resources like
articles, internet and past data is collected to do the survey.
Types of Interview
1. Face to face questionnaire type: The data is collected by conducting a survey from a sample. We
can ask the consumers as to which brand they prefer and the reason behind choosing the brand.
2. Over the phone information gathering: For more information and insights over the phone
interviews were conducted of teachers and administrators.
3. Focus Group: For in-depth information and data a focus group discussion was held with students
being the participants

10.1. Sampling Plan

We propose a convenient sampling to access the preferences and perception of consumers.
10.1.1. Sample

Population Size: - 25% of target population

Sample size: -80-100 respondents
Confidence level: - 95%
Age Group: - 15-65

Geographical location: Within the limits of Mysore city in the training institutions, electronics stores
and parents of students.

Following is the distribution of the number of respondents in terms of the sources of primary
information:

SOURCE NUMBER
Online Face-to-face
Retailers - 7

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 Students 10 50
Parents 4 20

Teachers & - 10
Administrators

Focus Group - 6

10.1.2. Data Collection

The survey will be done in the following places in the city of Mysore

1. Shopping Mall, Mall of Mysore (Reliance Digital and Sangeetha Mobiles).

2. Retail outlets (The Mobile store and other local stores).
3. Students from coaching classes.
4. Working professionals.

10.1.3. Information Gathering

Information was gathered from retailers by asking them questions. Students and parents responses
were recorded through questionnaires. Opinions of the teachers were taken by having a discussion
with them.

Teachers opinions were gathered based on the following points:

1. Feasibility

The teachers feel that the idea of a tab exclusively for educational purpose is feasible with certain
limits.

2. Advantages
a. Theoretically teachers approve the idea and believe that it will help the students to cope up with
international/global standards and go techno-savvy.
b. Less bag load for the students.

3. Suggested Applications
a. Academic apps only: Reasoning, general awareness, dictionary, thesaurus, curriculum based
apps, value development, mental Maths, etc.
b. Inbuilt software to block unwanted sites, which cannot be cracked.

4. Disadvantages
a. Pen-paper practice/revision will become zero.
b. Students handwriting will become horrible.
c. Hundred percent dependence on technology will be there.
d. Students may become lazy because of lack of exercises.
e. Long hours of exposure may lead to weak eyesight and other health related problems like bad
posture.
f. Subjects like Mathematics, Physics, Accountancy, etc which need lot of on-paper practice may be
adversely affected.

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 5. Additional Suggestions For Security

a. Wi-Fi applications can be accessed only through digital signature of a particular teacher.
b. Log-in and log-out to be intimated through SMS on a particular mobile number (parents/local
guardian only).
c. Limited internet access to the students on per-week basis.

11. Data Analysis

After collecting the required information, we can use various statistical tools like
correlation, regression techniques to find relations between various characteristics and thus
test the hypothesis we made earlier.

11.1. Sample Table

Purpose vs Age

Purpose\Age group 15-20 21-25 26-40 41-60 60+

Gaming
Work
Education

Screen size vs Age

Screen size\Age 15-20 21-25 26-40 41-60 60+

7 inch
8 inch

10 inch

Preferred specs vs Age

Preferred specs\Age 15-20 21-25 26-40 41-60 60+

Screen size
Processor speed
Memory
Voice\Video calling

Operating system

Purpose vs OS

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Purpose\OS iOS Android Windows
Gaming
Work
Education

Income vs Preference

Income group\Tablet Appl Samsun Lenev Microma Karbon Inte iBal

preferred e g o x n x l
Middle
Upper-Middle
High

11.2. Focus Groups

This is the most popular qualitative technique used. The intent of focus group is to find how
consumers feel about idea of educational tablets as an aid to the learning process. By this process we
are hoping to extract more information out of the respondents. We will also be observing how one
respondents views affect the other respondents responses.

Agenda

To find out their acceptance of Tablet PCs for educational purposes

Understand how they feel about technology-aided education and the traditional education
system
Find out the various needs of the students with respect to the different applications that they
require, ease of usage, internet dependency etc. (any other additional needs)

Focus Group Details

Respondents: Students
No. of respondents in the group: 6 respondents
Age Group/Education: 11th High School, 1st year Engineering, PGDM Student
Gender: 5 male and 1 female
Location: Mysore
Recruitment:
o First time focus group participants(no prior knowledge or experience)
o Based on the same social class(middle and upper middle classes)
o Both similar and contrast opinionated respondents
o Includes users and non-users of Tablet PCs
No. of sittings: 1, due to the tight schedule and lack of availability(Exam time for the
students)
Moderators: All of the group members
o Discussion Leader: Kriti Shukla

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 o Devils Advocate: Neethu Prabhakaran
o False Terminator: Amardeep Srivastava
o Encourager(For chain reaction): Bhavesh Sobhani
o Analysts and Interpreters: Paras Mainali and Faraaz Mohammed
Duration: 1 hour
Planned topics for discussion:
o Views on digital learning
o Tablets vs. Personal Computers
o Views on customized PCs

Unplanned topics:

o Brand preferred and why

o Necessary Applications
o Decision maker and students influence on them
o Preference with respect to movable devices

Pre-discussion: Through briefing of the respondents group

Post-discussion: Analyze their change of opinions or views after the discussion

12. Activity
Time Estimate
The research will be conducted in a span of one and a half month. The estimated time taken by all the
activities can be divided as:

Designing the research: 2 days

Data Collection: 8-9 days

Preparation and Analysis: 5 days

Reporting the results: 2 days

Cost Estimate
The cost of doing research has been classified into the following heads-

Logistics Cost including the cost of printing questionnaires.

Transportation Cost.

13. Analysis
The data was gathered from various sources like teachers, parents, students and teachers. It was
analysed on the basis of the research questions.

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 13.1. Students perspective
Needs and Requirements of students

Analysis Majority of students i.e. 34% prefer tablets for the purpose of entertainment and 25% prefer it
for the gaming purpose. Whereas only 14% student use tablet for the purpose of Education

Purpose VS Operating system requirement

Preferred specifications among different age groups

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12-15 The most preferred specification among this age group is screen size, students in this age group
are also attracted towards voice\video calling on the other hand they have no say on operating system
16-19- Students in this age group prefer processor speed the most and they also have good preference
towards memory
20-22 Students in this age group have multiple preference like operating system, memory and processor
speed.
Preference of screen size among different age groups

All the age groups have different preferences of screen sizes, students in the age group of 12-15 like 8
inches of screen, 16-19 prefer 10 inches and students in 20-22 prefer 8 inches.

Preferred brands

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The most preferred brand of tablets among students is Samsung (30%) followed by Apple (25%).
Purpose of Owning a Tablet

We see that majority of the students prefer buying a tablet for entertainment (34%) and gaming (25%)
purpose. Out of total students (60) only 44 were tablet owners. The above mentioned pie chart shows the
preference of the 44 owners. Owning a tablet for the purpose of education is found to be not a very
attractive option for students (14%). If given a choice, they prefer tablets for gaming and entertainment only.

13.2. Parents Perspective

Income vs
Preference

Income
Appl Samsu Lenev Microm Karbo Inte iBal Tota
group\Tablet
e ng o ax nn x l l
preferred
Middle class 0 2 0 1 3 0 0 6
Upper-Middle
3 6 0 4 0 0 0
class 13
High class 1 0 0 0 0 0 0 1
Total 4 8 0 5 3 0 0 20

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 INCOME VS PREFERENCE
Apple Samsung Lenevo Micromax
Karbonn Intex iBall

33%

50%

17%

The middle income parents prefers to buy Karbonn tablets. The upper-middle income parents prefer to
buy Samsung, Apple and Micromax tablets. The higher-income groups go for Apple. Overall, we see that
Samsung is a brand that all income groups prefer to buy (33%) followed by Karbonn and Apple.
Purpose vs OS

13.3. Chi-Square Testing

Purpose\Age group 12-15 16-19 20-22
Gaming 6 5
Work 1 3
Education 1 4 1
As a PC 4
As a Phone 3 1
Entertainment 4 8 3

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Test - 1

Hypothesis test for independence

Ho: The two classification parameters (Purpose and Age) are independent of each other
H1: The two classification parameters (Purpose and Age) are independent of each other

20.05 > Chi square test statistic

Therefore, accepting the hypothesis, we can conclude

that the two parameters, Age and Preference, are
probably independent
Also, we can say that the acceptance level of tablet for
education purpose among the student community of our
sample is 13.64%. Thereby, reducing the probability of
launching a tablet for education purpose.

Test 2
Hypothesis test for independence

Ho: The two classification parameters are independent of each other

H1: The two classification parameters are not independent of each other

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20.05 > Chi square test statistic
Therefore, accepting the hypothesis, we can conclude that the two parameters, Income and Brand
preference, are probably independent

Also, we can say that the acceptance level of Micromax tablet among the upper-middle class
community of our sample is 20%.

13.4. ANOVA Analysis

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 H0: 1= 2= 3
H1: Not all 1are not equal

F(2,12)= 1.475
Critical
point,C= 3.885
p-value 0.2673
Therefore, C
>F

Since the computed test statistic value falls in the acceptance region for =0.05, we accept the null
hypothesis
We can say that the three income classes are equal in terms of buying behavior.

13.5. Concluding Analysis

Which income class do you belong to?

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 Consumer/Income Class
14

5
1

Parents

How much to Spend

10%5%
10%
35%

40%

How much to spend 5k-7k

7k-12k 12k-18k
18k-25k 25k+

How much are you willing

to spend on a tablet for your child?

By analysing the results of the questionnaire pertaining to above two questions we can say that Upper
Middle Class should be targeted, also tablet of range 12000/- to 18000/- so tablet of 12000/- to
18000/ is preferable, and consumers are willing to pay for it.

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Students
What brand of tablet are you currently using?

Brand Preference -Students

Samsung
Micromax
4%
15% 30% Apple
Lenovo
33% 17% Karbonn

Top most preferred two brands are Apple (33%) and Samsung (31%), and then Micromax is 17% which
is comparatively less preferred by students. So Launching a Micromax tablet is not advisable .
For what purpose did you purchase the tablet?

Purpose of owning
Entertainment Education Gaming
As a phone As a PC Others

11%
11% 33%
9%

24% 13%

The purpose for which students are willing to buy Tablet-PC is very less as Education (13%). So going as
per the thought of the consumer, launching a tablet with sole purpose of Education is not advisable.

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 Voice Calling
Voice
Calling
38% Yes
62% No

Do you prefer voice calling feature while buying a

tablet?

Since majority of respondents (62%) preferred a tablet with voice calling, So launching a tablet with
the feature of voice-calling is advisable.
Given a choice, would you buy Indian\Local brands?

Willing To Buy Indian Brand

Y N
42%
58%

Since 58% of the respondents are not willing to buy a tablet of Indian brand, so launching a tablet by
Micromax is not a wise decision.

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 Choice
40
40

30
14
20
6
10

0
My wishes My + Their No
Do parents consider your choice
while they make the decision to get you a tablet?

From response of above question we can say that, maximum parents (66.66%) consider the choices of
their children while buying the tablet. So parents hold a positive impact on the buying behaviour of their
children and the sales of tablets.

13.6. Focus Group Analysis

Views on Digital Learning

Students feel that digital learning is a good medium to study because they can access any material at
any place & at any time but they find its scope to be limited. They say that it can act as a support to
the traditional learning, but cannot substitute books. E-learning in their belief, limits their
knowledge. An interesting insight was that students also look for three dimensional vs two
dimensional material. Hard copy of a book is 3-D which they would prefer.

Acceptance of Tablet PCs for educational purposes

The students were of the view that a tablet PC just for the purpose of education would not be helpful.
They will get bored of using it. They want other features like games, entertainment etc. along with
educational apps. In their opinion, if all the study material is on the tablet, they will get lazy. They
would not study from the book at all. They also believe that it will be very difficult for them to
practice subjects like Mathematics & Physics on a tablet. Also, the information is available on the
internet, but the explanation is not clear. Writing skills hold a lot of importance and if learning on

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 tablets is introduced, it will diminish their writing skills. They said that they had an attachment with
the books as they give detailed explanation. Resulting eye-strain was another problem they pointed
out during the discussion.
When we put forth a scenario where the teacher is not good, the students said that they would try to
take other books from the library instead of going for tab-based learning. They would prefer tab-
based learning to gain extra knowledge, but to study their course-related material, they would have a
book in hand. Students also want to touch and feel the book while studying, this is what makes them
gain interest in the subjects.

Other topics discussed

The 3 of the students preferred laptops to tablets and the reasons were- better battery backup, more
storage space, larger screen size, keyboard typing preferred to touch etc. Two of them preferred
tablets if attachable keyboard is provided. Some felt that due to utilities like Office provided with
laptops, Windows was preferred. The respondents considered storage space as the deciding factor
between Laptops and tablets, which they seemed to think will not be available in Tablets anytime
soon. The other difference would be the weight, as tablets are lighter than Laptops.
According to the students, the disadvantages with Tablets as compared to books are:
o Expensive
o Requires internet access
o Battery drains out
On an average the screen size preferred was 7 or 8. Though one thought 10 inches would be apt.
The brand the students preferred were the Indian Brands compared to the international ones.
According to them their parents would also have a similar opinion. For all of them the most
preferred Indian brand was Micromax and one of the main reasons for the choice was the price. The
improvements they would like to see in Microamax devices are better display and resolution, change
the sturdy nature and battery backup.
Only 2 among the group thought they could influence their parents to decide the specifications and
other details. Everyone was of unanimous agreement that if the tablet was for educational purpose
their parents would come on board to buy it for the students.
Student needs in terms of applications
1. Apps that help in preparing for competitive exams.
2. Multiple-choice question papers
3. Video tutorials related to certain subjects
4. Windows Office or similar substitute in the tablet

Conclusion
From the discussion the following can be concluded:
o Students are not keen on using tablets when laptops are more convenient
o From their responses its evident that digital learning is not something that is adopted in their
schools and are unaware about its norms and uses
o They feel the need for Tablets is moot even during different scenarios, they thought of better
substitutes which they were comfortable with.
o Micromax is a favourite brand due to the price factor but in terms of quality they need to
match up with other brands.

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 o An insight of the various application requirements and the reasons for the same was
obtained. The applications were one of the deciding factors between laptops and tablets.
o The traditional learning was preferred as digital learning had a lot of dependents
electricity, storage constraint, internet access, strain in the eyes etc.
o E-learning limits the students knowledge and the joy of exploring in the library will be lost.

From the overall analysis it can concluded if Micromax launches a Tablet PC for educational
purposes it would not succeed with respect to their main target, the students.

14. Findings, Recommendations and Scope for the client

From the analysis, we can conclude that:
The tablet market is declining in Mysore city. The acceptance level of tablet
for the purpose of education is derived to be 13.77% from our sample size of
44 respondents owning a tablet.
Micromax tablet is preferred by 30.77% of the parent population sampling of
20 respondents, inferring which, we can say that Micromax can launch its
tablets for the entertainment purpose for the students, provided parents are
willing to buy.
During our research we found that the buying pattern of tablets is mainly
influenced by the choice of parents.
The most preferred brand in the upper-middle class is Apple with 33% and
Samsung 31% and Micromax with 17%.
Price of the product has significant impact on the buying behaviour of
customers and from the analysis it is seen that it same for all segments for
different price range tablets.
Micromax is perceived as a brand only for lower middle segment as most of
the consumers of upper middle and middle segment are more attracted
towards the foreign brands like Samsung and Apple.
No, students would not prefer Micromax with in-built apps for education
because as per our research we found that tablets with sole purpose of
educations were not preferred by students.
62 % of people prefer calling function in the tablet.
1. From our research analysis, we would recommend not to launch a tablet for the sole purpose of
education in Mysore region.

2. Students preferred entertainment as the main objective of owning a tablet. Therefore, it is advisable for
Micromax to launch tablet with this intent.

3. The specifications of at most importance for the success of the tablet includes

o Screen size of 8 inches.

o Voice calling function.
o Faster processing speeds (preferably 1GB RAM).

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 o Preferred Operating system being Android.

4. Besides the specifications, Micromax should also look into Tier-1 cities for pilot survey as the
information generated could be vast and accurate because of presence of well-developed schooling
infrastructures.

5. Also, go for pilot launch to test the acceptability of the product among the student community in Tier-1
cities because they would have more access/exposure to the digital learning facilities..

15. Bibliography
http://www.mapsofindia.com/education/mysore/
http://foradian.com/top-5-educational-technology-trends-for-india/

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ANNEXURE
Questionnaires
Questionnaires for the parents
1) What is your gender?
o Male
o Female
2) What is your occupation?
___________________

3) Which income class do you belong to?

o Lower middle class
o Middle Class
o Upper Middle Class
o Upper Class

4) How many sons do you have who are in high school/college (10 th to 12th Standard)?
_______

5) How many daughters do you have who are in high school/college (10 th to 12th Standard)?
_______

6) Have you purchased a tablet PC? ( If NO proceed to Question No.11)

o Yes
o No
7) Which brand of tablet/s are you currently using?
o Apple
o Samsung
o Micromax
o HCL
o Lenevo
o iBall
o Karbonn
o Others please specify _____________________
8) What was the source of information about the brand you own?
o TV Commercials
o Family/ Friends
o Social Media

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 o Print Media
o Others(specify) ______________________

9) While buying a new tablet, how likely is it that you will stick with your current brand?
o Very likely
o Likely
o Not sure
o Unlikely
o Very unlikely

10) For what purpose was the tablet PC purchased?

o Entertainment
o Education
o Gaming
o As a phone
o As a PC
o Any other please specify _________________

11) How much are you willing to spend on a tablet for your child?
o Rs.5000- Rs.7000
o Rs.7000 Rs.12000
o Rs.12000 Rs.18000
o Rs.18000- RS.25000
o Above Rs.25000

12) How useful do you think technology is for academics (e.g.: PCs, Laptops, tablets etc.)?
Rate on a scale of 1 to 5. (1 being the least useful.)
o 1
o 2
o 3
o 4
o 5
13) Would you purchase a tablet PC that has been manufactured for the sole purpose of education of
your child?
o Yes
o No

Questionnaires for the students

14) What is your gender?
o Male
o Female
15) What age group do you fit in?
o 12-15
o 16-19
o 20-22
o 22 and above

16) Are you in high school?

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 o Yes
o No

17) What is your educational background?

o Commerce
o Science

18) Have you purchased a tablet PC before? (If NO proceed to Question No.22)
o Yes
o No

19) What brand of tablet are you currently using?

o Apple
o Samsung
o Micromax
o HCL
o Lenevo
o iball
o Karbonn
o Others please specify _____________________

20) For what purpose did you purchase the tablet?

o Entertainment
o Education
o Gaming
o As a phone
o As a PC
o Any other please specify _________________

21) What was the source of information about the brand you own?
o TV Commercials
o Family/ Friends
o Social Media
o Print Media
o Others (specify) ______________________
22) Rank your preferred key features based on importance to you.

Very Important Neither Unimportant Completely

Unimportan
important important or
t
unimportant
Battery life o o o o o
CPU&RAM o o o o o
Bigger o o o o o
Screen Size

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(7 to 8 inch)
Price o o o o o
OS o o o o o
Storage o o o o o
Space
Quality o o o o o
Display
Maintenance o o o o o
and service

23) Do you think tablets can help you in learning?

o Yes
o No
24) What is your preferred screen size?
o 7 inch
o 8 inch
o 10 inch

25) Which operating system would you prefer?

o iOS
o Android
o Windows

26) Would you purchase a tablet PC that has been manufactured for the sole purpose of education?
o Yes
o No

27) If given a choice what would you buy?

o Laptop
o Tablet
o Smartphone
o Phablet

28) Do you prefer voice calling feature while buying a tablet?

o Yes
o No

29) Given a choice, would you buy Indian\Local brands?

o Yes
o No
30) Which Indian brand would you prefer? (Skip if your answer to previous question is NO)
o Micromax
o Karbonn
o iBall
o Intex
o Xolo

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 o Lava
o HCL
o Others(specify)_________________

31) Do parents consider your choice while they make the decision to get you a tablet?
o Yes, they buy according to my wishes
o Yes, they consider my opinions along with theirs
o No, I have no say at all

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