PREFACE

MBA programmed primarily aims to educate and train the

students regarding business operations and imparts
knowledge in the areas of procedures and qualities essential
for managing a business. Along with the theoretical
knowledge a student also require practical experience to
group and master the knowledge imparted to them . A two
month long project titled " consumer perception about HCL
laptop in Guwahati " was done for this purpose. The project
aims at understanding the buying of the consumers and the
effectiveness of the different forms of advertisement in it.

In the study the different consumers

namely retailer and customer were interviewed to
understand their buying behavior which is influenced by
various sources. Also an attempt was made to understand
the impact of the various forms of advertisement.

Finally, a few recommendations have

been made to attract the consumers.

1
 ACKNOWLEDGEMENT

Completing my internship project at HCL has been a very

enriching experience. The experience has provide me with
a lot of insight and learning .All this has been possible
because of the guidance, help and support of a few people
whom I wish to thank.

At the very outset I sincerely regard the

important and learned personality Mr. T.K Bharali and Mr.
Anirban choudhary ( Director of Darwin School of
Business ) who gave me moral support, encouragement,
and guidance through out the project work .

I am greatly indebted to Mr. Biswaroop

Bhattacharjee who was always available and wishing to
help me during the completion of this project.

I also pay my debt of gratitude to my external

guide MR.Susmit Das(Senior Sales Manager), Who help
me through out this project.

2
 DECLARATION
I Sajidul Haque Laskar a student of Darwin School of
Business,R.G.B. Road ,sundarpur,Guwahati {Assam}do
hereby declare that this training entitled ˝ Study of
consumer perception about HCL laptop in Guwahati˝ is my
original work and it has not previously formed the basis for
the award of any degree similar other title .

3
 EXECUTIVE SUMMERY

During the past few decades the world market has

gone huge changes to revolutionary ideas like
liberalization, privatization and globalization. As a
result competitors had increased manifolds. Thus, it
has became for a company to keep an eye on their
competitors strategies. Market research and market
survey help companies to do so and thus protecting
them and even help companies to increase their
market share . As a summer trainee at HCL info.
Ltd . I was assigned a task of collecting the market
response of HCL laptop .I proceed with the survey by
collecting primary data through field survey and
secondary data through companies literature internet .
After going through the data collected from the
respondent and performing certain calculation on it I
am of the view that HCL have a satisfaction level and
unsatisfaction level in Guwahati.

4
 INDEX
Sl. No. Particular

1. INTRODUCTION

2. COMPANY PROFILE

3. CHAIRMAN PROFILE

4. PRODUCT PROFILE

5. RESEARCH METHODOLOGY

6. DATA ANALYSIS

7. SWOT ANALYSIS

8. ADVERTISING

9. MARKETING STRATEGY

10. MARKETING CHANNEL

11. BIBLIOGRAPHY.

12. SUGGESTION

13. CONCLUSION

14. ANNEXURE

5
 INTRODUCTION

HCL Infosystems, India's premier information

enabling and integration company offers its
customers technology solutions across multiple
platforms. It has partnerships with some
leading global player like Intel, AMD, Toshiba,
Ericsson, Microsoft, Nokia, Apple and Zee
among others.

HCL Infosystems has direct customer services

center across 300+ locations and two ISO
9001 certified state-of-the-art manufacturing
facilities. With a mission to provide world-class
information technology solutions and services
to enable its customers to serve their
customers better, HCL Infosystems is forever
setting new standards of IT in the country.

6
7
FLASHBACK

1976
- Hindustan Computers Limited (HCL) born.

1977
- Distribution alliance formed with Toshiba for copiers.

1978
- HCL successfully ships in-house designed micro-
computer at the same
time as Apple.
The Indian computer industry is born.

1980
- HCL introduces bit sliced, 16-bit processor based micro-
computer.

8
1983
- Indigenously develops an RDBMS, a Networking OS and
a Client Server
architecture, at the same time as global IT peers.

1986
- HCL becomes the largest IT company in India.

1988
- HCL introduces fine grained multi-processor Unix-3
years ahead of “Sun” and “HP”.

1990
- Data Quest marks HCL No.1 amongst top ten computer
giants.

9
1991
- HCL Ltd. and Hewlett Packard, USA, partner to form
HCL-Hewlett
Packard Ltd.
- JV develops multi-processor Unix for HP-heralds HCL’s
entry into contract R&D.

1994
- Distribution alliances formed with Ericsson Switches and
Nokia Cell
phones.

1997
- HCL Infosystems is formed.
- HCL's R&D spun-off as HCL Technologies- marks
advent into software
services.
- JV with Perot Systems, stake divested in 2003.

10
1999
- Initial Public Offering made by HCL Technologies Ltd.
- Formation of Global Board of Directors.

2000
- Large contracts won from Bankers Trust, KLA Tencor,
Cisco, GTech,
NEC among others.

2001
- JV with Deutsche Bank- DSL software formed.
- HCL BPO Incorporated.
- Acquired British Telecom’s Apollo’s contact center in
Belfast, Northern
Ireland.
- HCL Infosystems becomes largest hardware company.

2002
- Strong pursuit of nonlinear strategy to widen services

11
portfolio; several JVs and alliances formed.
- Strategic alliance forged with Jones Apparel Group, Inc. a
fortune 500
company.
- Infrastructure services division launched to address
emerging global needs.
- Software businesses of HCL Infosystems and HCL
Technologies merged.

2003
- Largest BPO order ever outsourced to an Indian BPO
firm, won from
British Telecom.
- Landmark deals signed with Airbus and AMD.
- HCL manpower crosses the 20,000 mark.

2004
- Accorded leader status by Meta Group in Offshore
Outsourcing.
- HCL is India’s No.1 PC 4th year in a row.

12
2005
- HCL signs Software Development Agreement with
Boeing for the 787
Dreamliner program.
- JV with NEC, Japan.
- HCL sets up first Power PC architecture design centre
outside of IBM.
- Completes buy-out of JVs with Deutsche Bank and
British Telecom's
Apollo Contact Centre.
- HCL integrates all group employees under hcl.in domain.
- Sets up a dedicated Offshore Design Center for leading
Tier-1 Aerospace
supplier, Hamilton Sundstrand.
- HCL Infosystems launches sub Rs.10,000 PC. Joins hands
with AMD,
Microsoft to bridge the digital divide.

2006

13
- 75,000+ machines produced in a single month.
- HCL Infosystems in partnership with Toshiba expands its
retail presence in India by unveiling 'shopToshiba'.
- HCL Infosystems & Nokia announce a long term
distribution strategy.
- HCL the leader in Desktops PCs unveils India's first
segment specific range of
notebooks brand - 'HCL Leaptops'.
- HCL Infosystems showcases Computer Solutions for the
Rural Markets in India.
- HCL Support wins the DQ Channels-2006 GOLD Award
for Best After Sales Service
on a nationwide customer satisfaction survey conducted
by IDC.
- HCL AND ZEE - Dish TV team up to take DTH TV to its
next level of growth in India
- HCL Infosystems First in India to Launch the New
Generation of High Performance
Server Platforms Powered by Intel Dual - Core Xeon 5000
Processor.
- HCL Forms a Strategic Partnership with APPLE to
provide Sales & Service Support for
iPods in India.

14
A Laptop for just Rs 15K, sounds unbelievable? For several
years, there were smartphones that boasted of powerful
computing features offered by laptops for a price that
computer makers could never manage. But that no longer
seems to be the case.

On Tuesday, HCL Infosystems launched its X Series of

ultra small laptops starting Rs 13,990.

The laptop sports features just as some other low-cost

laptops do — a much smaller display than a regular laptop,
single processor and a flash drive amongst others.

“The next generation products will run fit into one’s

pocket,” said Chairman & Chief Executive Officer, HCL
Infosystems.

15
HCL’s latest offering runs on a Celeron 400 MHz
processor and has a 512 MB DDR II RAM. The base model
of the laptop or the ‘leaptop’ as the company calls it does
not have a hard disk drive although one can buy the one
with an integrated HDD for Rs 15,990. Both the versions
come preloaded with the free Linux operating system.
There is a third version with a built-in HDD and Windows
operating system and can set you back by Rs 16,990.

The laptops have a seven-inch display and are Wi-Fi

enabled as well, which means you can access internet
wirelessly if you are in a hotspot. “The laptops are
manufactured in the company’s manufacturing facility
located at Uttaranchal”, George Paul, Executive Vice
President Marketing, told reporters.

16
Although some believe that the latest breed of cheap
laptops is closer to being high-end organisers than being
lower end laptops, it could still make a compelling buy for
first timers.

In December 2007, UK based company ACi had launched

its Ethos 7 priced at Rs 14,999 (excluding the four per cent
tax). This too has features like a seven-inch display, a 512
MB DDR II RAM, Wi-Fi and a 40 GB HDD. The memory
cannot be upgraded. By the end of this month, Asus, a
Taiwanese

player, plans to launch its Eee PC 4G with similar specs –

seven-inch screen, Linux OS and a flash memory. The
device is expected to be priced around Rs 16000.

17
Leading PC vendor Acer’s cheapest laptop costs Rs 19,999
(taxes extra) and has a 14.1-inch display whereas the entry

level laptop from HP costs Rs 27,000 and features a

Celeron 440 MHz processor, a 14” screen and a DVD
drive. The cheapest Intex laptop is at Rs 27, 900.

Last year, Indian company Zenith launched a Rs 25,000

laptop, then touted as the cheapest. When asked whether
the company has plans to introduce sub-Rs 15000 laptops,
the company’s Executive Director Devita Saraf said, “We
don’t plan to enter the sub 15000 category. Most players
are offering a seven-inch screen, which cannot give you the
same experience of a wider screen display,” She added that
even PDAs have found limited success in India.

18
LAPTOPS FOR DEFENCE
Date: May 2007
HCL Introduce Laptop Custom Made For Indian
Defense Forces

HCL Infosystems has unveiled a laptop custom designed to

address the specific needs of Indian defence forces. The
company says that these leaptops have rugged die-cast
magnesium structural components, enabled with GPS
hardware, ‘on-move’ chargeability and backlit keyboards to
enable work in pitch-dark conditions.

19
Truly rugged, HCL leaptop can be just closed and dumped
into trucks during base shifting and also works in case of a
drop on the ground.

These leaptops can sustain 26 repeated drops onto plywood

over concrete from a hight of over three feets.

Another very unique security features with these HCL

laptop is that they have a USB port based Wireless Lock in
which the computer enters ‘Lock Mode’ when the user is
away from the computer by more than the effective range
and will resume normal operation when the user is back
within the proximity.
This unique security feature along with the option of, on
the fly, hard disk data encryption makes the custom made
HCL laptop ideal choice for high secure computing base
for country’s defense department.

20
The new HCL custom made laptop can continue smooth
working in operating temperature -20 degrees to 55 degrees
C and storage temperature -40 degrees to 70 degrees C
using optional hard disk internal heater mechanism.

The hard disk drive is Shock Mounted to prevent HDD

crash in case of notebook fall. In addition its fully
waterproof and glow-in-the-dark keyboard prevents
damage of notebook when exposed to rain, fall in water and
work in low-lit environment, so very normal in defence
environment.

In addition, its built with true wireless networing

capabilities - the Network Driver Interface Specification
(NDIS) technology allows users to dynamically and
seamlessly travel in their active sessions between LAN,
WLAN and WWAN for all kinds of wireless
communication on the go.

21
The year 2008 seems to emerge clearly as the year of
‘common man’ and ‘Nanos’ in India. While last week saw
Tata Motors Chairman Ratan Tata unveil the dream Rs one
lakh small people’s car, HCL Infosystems on

Tuesday ultra portable range of laptops, promising true

mobile Internet computing experience at a cost half the
normal laptops.

MiLeap, short for My Internet Leap, would be available in

two series—X and Y—priced at Rs 13,990 and Rs 29,990
respectively.

Announcing this at New Delhi, HCL Infosystems (HCL-I)

Chairman and CEO Ajai Chowdhry said that the new range
of Leaptops are sleek, light weight (less than a kilogram)
and have a very low energy footprint design.

22
The new HCL-I products also come with a take back
scheme that enables the company to collect and dispose off
the products in an environment friendly manner after the
user decides to discard it.

“It is fully complies with the Restriction of Hazardous

Substances Directive (RoHS) directives on the restriction
of the use of certain hazardous substances in electrical and
electronic equipment and hence is a very clean, green
product,” Chowdhry said.

Commonly referred to as the Restriction of Hazardous

Substances Directive, RoHS that became operational within
the European Union from July 1, 2006 restricts the use of
six hazardous materials—Lead, Mercury, Cadmium,
Hexavalent chromium, Polybrominated biphenyls (PBB)
and Polybrominated diphenyl ether (PBDE) in electronic
and electrical equipment.

23
Giving further details of the products, Chowdhry said that
both the models have been designed using the Intel
processor A110 and Intel 945GU express chipset. The
energy-efficient lower power silicon design consumes less
power, reduces thermal impact and gives an extended
battery life.

While the X series would have both the options of flash-

based and disk-based storage version with a Linux-based
operating system, the high-end Y series has multiple
navigational features such as touch screen, thumboard,
stylus, keyboard and touch buttons with Windows Vista as
operating system.

Offering a full PC functionality with true Internet

experience, ‘MiLeap’ is targeted at consumer who needs to
stay connected, informed, entertained and productive—
anytime and anywhere.

24
Both models have network ports, are Wi-Fi ready, have the
option for data card and have sturdy design to make it
dustproof, shock-proof and more durable.

Besides, the HCL ‘MiLeap’ Y Series ultra portable Leaptop

comes with a Swivel 7 inch touch screen, 80GB HDD,
wireless connectivity, blue tooth and Ethernet network port
offering full PC functionality.

“This revolutionary new range of Ultra Portable MiLeap

Leaptops will herald in a new category of computing
devices, opening up a wide range of new usage scenarios
and application areas,” Chowdhry said,

25
He further added that this new category, backed by HCL’s
reach through its nation wide distribution, service and
support network will revolutionise the PC penetration in
India and brings the company a step closer to the vision of
empowering the nation through the adoption of IT at all
levels.

Speaking at the launch of the new product, Intel’s South

Asia Sales and Marketing MD Ramamurthy Sivakumar
said that affordable access to information via broadband
Internet is the key to keep India growing fast and
competitive in the new global economy, and the new
product is an excellent step forward in that direction.

According to the company, in today’s networked world,

where Internet connectivity is increasingly available on the
move, more and more applications are exploiting the
Internet to increase productivity, offer value added
services, deliver entertainment and enable people to stay
connected.

26
Marking the occasion as HCL’s tribute to the nation, the
company announced that the new range of HCL Leaptops
will start shipping on January 26, coinciding with the
Indian Republic day celebrations.

27
Chairman Profile

Commenting on the results, Mr. Ajai Chowdhry, Chairman &

CEO,
HCL Infosystems Limited said, “Innovation has always been a key
strategy for HCL and this year a number of technology solutions
have
been launched to meet the needs of our customers. The year saw
good momentum being added to our System Integration business.
HCL capitalized, added service verticals and bagged orders in a
number of diversified solutions and service offering areas. Our
quest
to making technology more relevant and affordable for each
individual
has always been a key focus area for us.”
Adding further Mr. Chowdhry said “Going forward, we see the
momentum in our SI business to continue. Our new service
verticals
will be adding more strength to our growth strategy with a
continuous
focus on our core business. We intend to continue building
distinctive
positions in each vertical and horizontal service areas that HCL is
addressing.

28
29
Model No.AXG3843
RAM: 1GB
HDD: 160 GB
Warranty: 1 Year.

30
Model No.30920
RAM: 2 GB
HDD: 160 GB
Warranty: 1 Year.

31
 OBJECTIVE OB OF RESEARCH

The main objective of this research was to find out the

consumer perception regarding HCL laptop. The research
was a two months study which includes collection of data
from dealers and consumers across Ghy. in place like ZOO
TINIALI to AMBARI .during the course of research I
collected feedback from the people about the HCL laptops
through questionnaires.

32
RESEARCH DESIGN

Research design is a conceptual structure with in which

research is conducted it constitutes the blue print for the
collection measurement and the analysis of the data,
research design consist of

a. Clear statement of research problem

b. Procedure and technique to be used for getting
information .
c. Number of respondents to be studied
d. Method to be used in processing and analyzing data .

Research design is needed because it facilitates the

smooth sailing of the various research operations, there by
making research as efficient as possible yielding maximum
information with expenditure of effort, time and money,
research design gives proper and structured way by which
research becomes very facilities and gives accurate
information.

33
 RESEARCH STUDY

Data collection source : Primary data

Data collection method : Survey method

Data collection : Questionnaire

34
 RESEARCH SAMPLING

Sampling unit : Dealers and consumers

Sample size : 100

Sampling procedure : Random sample

35
 COLLECTION OF DATA

The study conducted mainly on the basis of primary data.

Primary data are those which are collected fresh i.e. for the
first time and thus happen to be original in character.

The main aim of collecting data is to search new

ideas and give an incentive to environment primary data
can be collected from primary sources.

Primary sources are :

a. Consumer
b. Dealer

We have contacted all the above for the collection of

data and had covered the whole Guwahati.

36
 DATA SOURCE

The data used in the project is mainly primary in nature .

This information had been collected from various dealers
and consumers. Further data is secondary in nature . It is
collected through the company’s literature and internet.

37
 DATA COLLECTION METHOD

The method of collection the data is basically the field

survey . Thus this survey is descriptive in nature . I have
divided my data collection in two segments A and
segments B .

Segments A : The first segment includes

various dealer from different
place in Ghy.

Segments B : This segment consists –

1. Individual and upcoming offices
2. Jobbers and retailers.

38
 FIELD WORK

The question administering covered a period of

two months. I was given the assignment of
collecting data and view my share of
information with the customers and dealers in
places like Zoo Tiniali to Ambari.

Sl Name of the Brand Address

no Dealer
1 Trends DELL, LENOVO Rajgarh Link
Road
2 Digimart HP, LENOVO Rajgarh Link
Road
3 Quadro digital HCL, TOSHIBA Chandmari
4 Computer brain HP,CQ,LENOVO OPP.
Rabindra
Bhabwan
5 Computer and HP,CQ Goswami
appliances service
6 Computer HP,CQ,DELL,LENOVO Goswami
terminal service
7 Litho infotech ACER,HCL Silpukhri,
8 Spectrum HP,CQ,DELL,LENOVO Silpukhuri
9 Classic HCL Chandmari
10 Third eye systems HP,CQ,DELL,LENOVO Silpukhuri

39
1. Data analysis
30

25

20

15
Column2

10

0
COMPAQ HP HCL LENOVO OTHERS

The graph shows that HCL has 3rd position in case of

consumer market preference compared with other brand.

40
2. Data analysis

The diagram shown that 60 % customer not interested to

buy and 40% customer are interested to buy
HCL laptops

41
From the above diagram it is clear that 40% customer are satisfied
HCL laptop and 60% customers are not satisfied HCL laptop.

42
 LIMITATION
In case of completing a survey there arises several
problems . It becomes difficult to collect accurate data
because of different reasons . Here limitations of research
are given.

a. In this survey some people are not ready to fill the

questionnaire
b. Due to lack of respondents support it does not clear
accuracy in the data analysis.
c. The tools we used for the study was a structured
question which is in itself has narrow scope .

43
 SWOT ANALYSIS

SWOT is best appreciated in the context of marketing

analysis and strategy formulation. Together a consideration
of the environment the source, value, expectation and
objectives provides the basis for marketing analysis. So, as
to arrive at a view of the organization strategic situation. It
helps to form a basis for deciding on the extent to which a
change in the strategy is necessary SWOT stands for-

S - Strength

W - Weakness

O - Opportunity

T - Threat

44
 STRENGHT
1] It is economic with various models in nature.

2] It has large resources to take care of advertisement on

sales promotion
required for a good company from time to time.

3] HCL has an unbeatable range of product for every kind

of customers.

45
 WEAKNESS

1] The sales promotion techniques are not effective.

2] There is not adequate quick service facility .

3] Due to lack of awareness of HCL laptops among

customers the sales of the product are
low.

46
 OPPORTUNITY
1] The demand of laptop market is increasing so it provides
HCL the opportunity to capture the market.

2] Some of the customers are brand loyal to HCL.

3] There is an wide market which haven’t been covered but

the people are ready to welcome the brand.

47
 THREATS

1] Competitors like HP , LENEVO, COMPAQ, etc are

continuously doing their R and D work on their products.

2] Competitors have come up with aggressive sale

promotion activities which is likely to affect HCL sales .

48
 ADVERTISEMENT

INTRODUCTION
Advertising is providing information drawing
attention and making the society aware of a product. It is a
message that is a designed to promote or sale a consumer
goods.

It is a powerful propaganda weapon used to

communicate with both internal and external public . It is
economical since it can transmit public relation messages to
a large number of readers view or listeners at low cost. And
to communicate in an effective way there are different
sources like print and electronic media which enhance the
proper message to every corner of a nation with its way of
presentation and under a limited time it serves people by
aware of a particular product organization or institution and
motivate public to setup their goal in the desired and
influencing behavior.

Advertisement serves a wide variety of society

and tends to bring about harmonious advantageous
adjustment between and organization and the community
and gains its favorable recognition.

49
 ADVERTISING AN MARKETING
PROCESS
The major activities of advertising management are
planning and decision making. The development of an
advertising plan essentially require the generation and
specification of alternatives. The essence of planning is to
find out the feasible alternatives are and reduce them to set
on which decision can be made. A complete advertising
plan reflects the results of the planning and decision
making process and the decision that have been made in a
particular product market situation.

The planning and the decision making process

being with an through analysis of the situation the advertise
faces and the development of marketing strategy .
Marketing process includes the long run vision and
objectives of the company as well as an articulation of the
specific strategic position it will aim to occupy in the
market place in the years ahead. The development of
marketing strategy should begin with situation analysis and
a comprehensive examination and analysis of all important

50
external and internal factors operating in a particular
situation . This includes assessing the strength weakness ,
threats, opportunities of the companies involved . In many
cases, it means that the new research studies will be
undertaken as well as relying on company history and
experience.

A complete situation analysis will cover all

marketing components and will involve finding answers to
dozens of question about nature and extent of demand,
competition, environmental factors, product, cost
distribution and the skills and financial resources of the
firm. Situational analysis invariably involves research of
some kind, which is based on conventional wisdom,
managerial experience or the creative teams inherent
imaginative abilities , but current market an environment
condition what the situation is now can only be adequately
assessed by research. Such research flows from the
company and its agencies research efforts, secondary data
source which is purchased from research suppliers.

51
 IMPORTANCE OF ADVERTISING TO
SOCITY

Advertising is a strong tool used to communicate with both

internal and external publics. Its purpose is to create a
favorable public image and to make the aware about a
particular thing . It sell the TR messages to a large number
of reader, viewer or listeners at a relatively low cost per
individual. It is the fastest and most effective way to
transmit the messages of a company to the public.

Through advertisement an organization rectifies its

misconception that has been created in the market by
keeping the exact profit record and by increasing number of
manufacturers its secures the goods suppliers, customers ,
shareholders and distribution. Local news papers and
broadcast media are used to informs the employees about
company policies, place and accomplishments.

Advertisement is used to identify or adoption of a

product, service or idea through various paid sources of
communication like the print and electronic media to a give
the exact information to the public.

52
 A product does not sale on its merits above , the
advertisement creates its demand. Depending on its way of
the presentation it creates curiosity among the public . The
purpose of advertisement is either to disseminate simple
information or to motivate or persuade or influence people
or to render an account or an explanation to the readers or
to viewers.

Thus, it is seen where though counseling or through

exhibition a person can transmit its message to a limited
group of people, there advertisement is a strong source to
communicate with public. And this even help the public to
acquire proper knowledge and it even helps on company to
create its goodwill by expressing its plans and motivate in
an appropriate way, because every publicity creates a deep
impact on peoples behavior.

53
MARKET STRATEGY

MARKET SEGMENTATION

A market segmentation consist of a group of customer who

share a similar set of needs and wants market segmentation
offers key benefits over mass marketing. The HCL is
dividing the market into demographic segmentation. In
demographic segmentation the market is divided on the
basis of gender, income, occupation, education etc.

TARGET MARKET

The HCL is targeting both high and low income groups.

Because they have both low cost and high cost laptop .

SALES PROMOTION

Sales promotion, a key ingredient in marketing campaigns

consists of collection of incentives tools, mostly short term
designed to stimulate quicker or greater purchase of
particular product or service, by consumer or the trade.

54
 DISTRIBUTION CHANNEL

A successful manufacture is the one who can get the

product produced to the user in the right time at the right
place. In order to be successful in the business a
manufacture must have the maximum market penetration.

Manufacturers normally use intermediates for taking their

products to the users. The intermediates bear variety of
names. All such intermediates constitutes the marketing
channel.

Channels play a pivotal role in marketing, they perform a

number of vital distribution functions. Their importance
emanates from the functions they perform.

Firms rely on the marketing channels for generating

customers satisfaction and for achieving differentiation
over competitors. The success of any manufacturer is
dependent on the proper networking and management of
the intermediates between the manufacturer and the end
user.

55
 The type of intermediates and their characteristics are-

1] Sole selling Agent/ Marketer: He is the one who takes

the responsibility of distribution on behalf of the
manufacturer and has large marketing resources at his
disposal.

2] C & F Agent: They are the carrying and forwarding

agent for the manufacturer . They don’t resell products ,
they simply act as the agent/representative of the
manufacturer.

3] Wholesale/Stockist/ Distributor: They are also large

operators but not an level of the marketer/sole selling
agent.

4] Semi-wholesalers: Semiwholesalers are intermediate

who buy products either from producers or wholesalers in
bulk and resell the goods to retailers in assortment needed
by them. They sometimes perform the job of a wholesaler
and sometimes that of and retailer.

56
5] Retailer/dealer : Retailer sell to household end
consumers. They are at the bottom of the distribution
hierarchy, working under wholesaler/stockist/ distribution/
semiwholesalers. The stocks kept by the retailers are
operational stocks necessary for immediate sale at the
retail market.

57
 Bibliography

Online Information:
• www.hclinfo.com
• www.google.com
• www.wikipedia.com

Books and authors:

• Marketing Management by Kotler and Keller
• Marketing Management by Ramaswamy and Namakumari

58
The project provides me a chance to expose myself to the
corporate world. While doing the project I observed the
corporate world I have also come to the contact of many
corporate people, while collecting data and have seen how
the works are done there.
It was nice platform for me to gather practical
experience . In the initial stage of my market visit for data
collection I faced difficulties but as time passed I was more
familiar to the market and difficulties slowly disappeared.

Recommendations& Conclusion:
This chapter deals with the recommendation & conclusion drawn
from the project- “Consumer perception regarding HCL laptops in
Guwahati,”. The study included extensive collection of data &
their interpretations to get an idea about the laptop market.

1 Recommendations:
At the very outset, I would like to add that, HCL is already an
established brand in all the markets., HCL has done remarkably
well. In the areas under study HCL is in Third position as per
market share. On some points, it has already become the market
leader. However, in my study of the laptop business, I have
identified certain areas, where the company can look into to
cement its place as the market leader in these areas.

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• HCL operates mainly in the base/premium/super
premium range of laptop. However, in the study, it has
been seen that people prefer economy range laptop of
company brand. So, if the company can launch in
economy range, it will topple everyone..

• Awareness about energy saving laptops can be

increased by employing local media i.e. local channels
& local newspaper. People still have a vague idea about
the whole thing.

• In course of the study, it was found that some

customers have a notion that the products of HCL are
very costly. So, steps can be taken to reduce this myth.
For educating people about the quality & other
exclusive features, extensive promotional measure at
local level can be increased to achieve greater sales.

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Finally, I want to suggest that through R and D effort HCL
should

A] Try to develop better production process which will

reduce its cost of production.
B] HCL should improve its after sale services to increase its
popularity.
C] HCL should develop models which are comparatively of low
price. It may further increase its market share.
D] The company should see that sales persons pay periodic
visits to their customers and should provide training to its sales
personnel.

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 Conclusion
The study is done in a confined area within Guwahati, which
includes Zoo Tiniali to Ambari. The study has been performed in
regard to the complete consumer perception about HCL laptop in
Guwahati,. To accomplish the project, data has been collected from
Distributor, Dealers and Customers of the above mentioned area

Appropriate statistical tools have been employed to analyze the

findings from the survey.
It has been observed that HCL has already established itself in
Guwahati market.. Large no. of customers are aware of this
brand’s presence in the market. The study also reveals that
HCLhas tremendous potentiality to become the market leader in
laptops business in all the regions.

Overall analysis of the data received from both the market is done
and recommendations are made accordingly. On a concluding note,
I would like to add that HCL has a very bright future especially in
laptop business & it is just a matter of time before it becomes the
market leader.

Finally, I want to conclude that , the study involved a survey

of the HCL laptops. It focus on the present position of the HCL
product in Ghy, the customer response for the HCL product.

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 A detail comparison has also being done on the basis of quality,
service , price, features, with other brands like H.P, COMPAQ,
LENOVO, ACER, and others on the basis of my finding I would
like to say that HCL has its product installed in both Govt. and Pvt.
Sectors yet the customers are not fully satisfied with the after sale
service provided by the company.
Secondly, the quick service facilities of HCL is less as
compared with its competitors . Therefore, the firm should work to
improve on these two aspects.

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 We are conducting a survey to find out the
consumer perception regarding HCL leap top in
Ghy, for direct customer only,

Name .
Address.
Age.
Sex. Male Female

1] Do you have a laptop ?

If yes go to question 2 and proceed

If no go to question 6 and proceed

a] Yes No

2] Which one of the following you have

Compaq H.P Dell lenavo HCL Others

3] What is model name of your laptop you use ?

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4] How many laptops have you brought till date ?

1 2 3 or more

5] What is the basic purpose for you using a laptops

Education
Business
Entertainment
Others

6] What are the features that you look , while buying

a laptop?

Price
Servicing
Battery backup
Features
Brand

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7] Are you aware of HCL laptops which are available
in the market ?

Yes No
8] How do you rate the HCL laptops

Super Good Somewhat Ok Poor

9]Are you happy with product features that come
along with the HCL laptops

Yes No

10] What are the conditional features that you would

like to have in your laptop ?

11] Will you recommend someone to buy the HCL

laptops

Yes No

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12] What are the suggestion or recommendation you
want to put forward before the HCL laptops ?

Thanking you…………...

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This questionnaires prepare to collect consumer
perception regarding HCL leap top in Ghy, for
retailer shop .

Name of the retailer :

Address :

Age : 28-35 35–40 40–50 MORE than 60

1. Do you sell any leap top ?

a > YES b> NO

2. 2. If yes, what brands do you sell ?

a. HCL b. COMPAQ c. H.P d Lenovo

e. OTHER

3.Which brand do you prefer ?

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 4.Why do you prefer the particular brand ?

a. Percentage in margin is high.

b. High consumer demand.
c. Other

5.How much benefit you secure from the brand ?

a. Flat margin
b. Margin with scheme.
c. Other

6. From how long you are selling the brands ?

a. 1–2 yrs b. 2–3yrs c .3–4 yrs d. above 4 yrs

7. Are you satisfied with the brand ?

a. YES b. NO

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8. Why does consumer prefer the brand ?
a. Economic with various models
b. Long lasting and good quality
c. Quick service
d. Good design

9. Who buys from yours shop?

a. Repeated buyers
b. One time buyers
c. Other

10.What categories of buyers mainly come to your

counter ?

11.Any suggestion would you like to give to us ?

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