AN EMPIRICAL STUDY ON MEASUREMENT OF CUSTOMER ALTITUDE TOWARDS THE USE OF LAPTOP.

Presented & Submited By

SAGAR KUMAR SAHOO Roll No. 1041333083 Batch 2010-2012

Dissertation submitted in partial fulfilment of the requirements for the award of Degree Master of Business Administration Under the guidance of MS.PALLAVI MISHRA PROF.( I.B.C.S) SOA UNIVERSITY

INSTITUTE OF BUSSINESS AND COMPUTER STUDIES Bhubaneswar

CERTIFICATE
This is to certify that this dissertation report entitled An empirical study on measurement of customer attitude towards the use of laptop, which has been submitted in partial fulfillment for the award of MBA Degree of Siksha O Anusandhan University, was carried out by mr. Sagar kumar sahoo under the guidance of Ms.Pallavi mishra This has not been submitted to any other University or Institution for the award of any degree/diploma/certificate.

Date: Place:

Signature of the Guide

DECLARATION
I Sagar kumar sahooregd.no.1041333083,declare that this dissertation entitled an empirical study on measurement of customers attitude towards the use of laptopsubmitted to the SOA UNIVERSITY in partial fulfillment of requirement of MBA programme is a bonafide work carried by me under the guidance of MS.PALLAVI MISHRA.This has not been university or institution for the award of any degree/diploma/certificate or published any time before

DATE PLACE

SIGNATURE OF THE STUDENT

ACKNOWLEDGMENT
I take this opportunity to express my deepest gratitude to all those people, without those spontaneous supports, guidance, encouragement and

understanding, this project would never had reached completion. Mere words of gratitude will never suffice to their valuable guidance, patience and faith shown in my work. I would also like to avail this opportunity to express my sincere thanks and profound gratitude to my project guide ms.pallavi mishra, whose valuable knowledge and guidance have helped me in completing this project successfully. I acknowledge the timely help extended by all my colleagues and all the unmentioned names from the concerned field.

SAGAR KUMAR SAHOO

Table of Contents
Subject Items

Chapter-I (Introduction)

Attitude towards laptop use Objective of the project Purpose of the study

Chapter-II (Literature Review)

2.1 decision making theory 2.2 decision making theory and information 2.3information search strategies Consumer choice throught decision making
ResearchMethodology, sample design, size)

Chapter-III (:

Chapter-IV (Data Analysis and Interpretation) Chapter-V (managerial implication and Conclusion)
Major Findings Conclusion

Annexure
Bibliography Sample copy of Questionnaire

CHAPTER 1

CHAPTER 1. INTRODUCTION
The era of highly differentiated laptops in the consumer industry is over. No longer does one vendor dominate the market, enjoying their product being seen as exceedingly superior to its competition. What once served to distinguish a laptop provider has now been equalized across the field; every vendor offers the same microprocessors, the same RAM capacity, the same graphics cards, the same networking and wireless functionality. The commoditization of the market has diminished a vendor's ability to strongly differentiate themselves among consumers.

With all things virtually equal within the box, what is it that makes a consumer choose one brand over another? Is it still within the box or outside of it that drives the decision? While the evaluative buying criteria consumers use when purchasing these products may be known, what was not known was the impact each of them have in contributing to that decision, and whether combinations of these criteria aligned with a certain demographic profile of a customer segment.

As industry standard components within a laptop became more prevalent, the ability to differentiate became more difficult. The commoditization of this market created a challenge for manufacturers to identify the internal motivation

among the consumer base that influenced their purchase of one brand over another.

This commoditization had proven it difficult for any one vendor to considerably differentiate themselves in the consumer market. Laptop vendors needed to know if relationship existed between the profile of these consumers, the most important buying criteria they used when considering the purchase and the final brand that was selected at point of purchase.

Attitude towards Laptop Use

Recent studies have shown that student' attitude towards technology is one of the factors that determine the successful use of ICT among student. According to Teo, Lee, and Chai [8], the success of any initiatives to integrate technology in an educational system depends strongly upon the support and attitudes of the educators involved. Moreover, many researchers have found attitude towards computer use to have a direct effect on the students intention to use technology [9, 10]. Besides, a review of previous studies by Moses, Khambari, and Luan [11] found that one of the key factors affecting laptop use was attitude towards technology. Hence, attitude towards ICT could be known as one of the crucial human factors that affect the ICT utilization. As attitude plays an important key role in determining the usage of a technology system, there is an urgent need to understand the antecedents of attitude towards laptop use among the students.

OBJECTIVE OF THE PROJECT

To understand consumers perception and attitude towards various companies of laptop with how they take decision, regarding their purchasing pattern. To study and observe customers consumption and purchasing pattern. To find out the various factors that can affect the attitude of customers during purchase like quality of the product, brand image in the market. To determine if a relationship existed between the brand of laptop consumers selected and a variety of demographic factors.

Purpose of the Study

1.The purpose of this study was to determine if a relationship existed between the brand of laptop consumers selected and a variety of demographic and evaluative buying criteria considered in the process.

2.The demographic variables examined included age, education level and the degree of technical competence. The result provided laptop vendors a unique perspective on the consideration and selection phase. The results further enabled useful segmentation of the population to better target messaging and promotions that will resonate with the appropriate audience.

3.There is tremendous business value in vendors gaining insight into the consumers' minds around this topic as it can drive better marketing activity to influence awareness, consideration, preference and ultimately purchasing campaigns. Marketing the wrong product features to the wrong audience results in a low marketing Return on Investment (ROI).

4.Customer insight is powerful and can properly navigate the vendor toward the right direction in developing message and value propositions that hit the mark, resulting in higher sales and higher returns on their investment.

CHAPTER 2

CHAPTER 2
LITERATURE REVIEW
Fundamental to unlocking the secret of internal motivations surrounding consumer purchase is understanding three key areas:

(a) decision making theory that serves as the foundation and the role information plays in this process and the acquisition strategy of the user,

(b) what drives consumer choice and the attributes that act as influencers to ultimately enable purchase decisions.

(c) importance of brand and the resulting brand equity that contributes to a consumers choice to purchase. Each of these three areas will be reviewed in this chapter.

2.1 Decision Making Theory

Data is data, but information is power. When data can be transformed into information, the user is equipped with better decision making tools. Different data can become information to different people, all based on its relevancy to the user in achieving the desired goal of making an informed decision. The stages a consumer experiences in working through this process are similar, and

a certain sense of consistency has emerged as a result of continuous research around decision making.

2.2Decision Making Theory and Information

In order for a decision to be made, an individual must first identify a perceived need that must to be met. As mentioned, for this discussion, the individual will be identified as a consumer with the need for a product or service. Then the process begins. Within the normative model of decision making, the consumer collects

information about alternatives, evaluates them based on their relevancy and makes a decision that will maximize the value of that decision (Lau, 1995;Abelson & Levi, 1985). Otherwise known as the value-maximization theory, the normative model has been criticized as too broad, ignoring human limitations (Moorthy, Ratchford & Talukdar, 1997; Thaler, 1985), and an evolutionary, bounded rationality model emerged to enhance it. Here consumers were assumed to have limited processing capability, selectively search alternatives and terminate the search when a suitable solution has been found (Simon,1985). Further criticism emerged from this model as well. By selective selection, the consumer is compromising the random nature of the information search and may compromise the decision choice. How a consumer collects his information affects the choice strategy he uses. For example, decision makers choose a certain strategy depending on the

complexity of the task. The more complex the decision task, the more likely people employ strategies to simply that task (Johnson & Payne, 1985; Thorngate, 1980). While several theories exist, the valuemaximization/ normative model has remained relatively intact and enhanced with the limitation of human processing capacity.

2.3 Information

Search Strategies

Once the relevancy is determined the surgical approach in searching for information can begin. The strategies are learned and deployed cumulatively as the consumer steers his way through the process. The search strategies enable the integration of the information and the eventual selection of the product, exploring all three stages of Abelson and Levis (1985) model: relevance, assembly and integration. First the idea of rationality enables the definition of relevance. That breaks through to pave the way for assembling information which in turn enables the integration. An emergent belief exists among decision science researchers that consumer preferences are often times developed during the decision process rather than being pre-existing (Tversky, Sattath & Slovic, 1988; Bettman, 1979). People often do not have well-defined preferences; instead, they may construct them on the spot when needed, such as when they must make a choice (Bettman, Luce

& Payne, 1988, p. 188). The concept of constructive preference enhances the ideas of Simons (1985) bounded rationality and limited processing capacity. It introduces the dynamic of human learning and adaptability, further refining the concepts to explain the intricate actions of consumer behavior and decision making. One important property of this constructive viewpoint is that preference will often be highly context dependent. This implies that processing approaches may change as consumers learn more about problem structure during the course of making a decision (Bettman, Luce & Payne, 1988, p. 188). Agility connotates a level of intelligence and rationality, bound together by reason and logic. Three search strategy models exist defined by the underlying choice rules (compensatory versus noncompensatory and interdimensional versus

intradimensional): linear, additive difference, conjunctive and elimination-byaspects (Payne, 1976). The additive model represents the consumer choosing between multi-attribute products by evaluating each product separately in a pre-determined choice set, an interdimensional form of processing. Each product attribute is first analyzed and then combined with other attributes that are perceived by the consumer to deliver the most value thereby creating the

choice set (Lau, 1995). In contrast, an intradimensional rule is employed within the additive difference model. Products are compared at the individual attribute level, differentiation is identified and the sum of the results is used to identify the best product. With both the linear and additive difference models, the strategies use a compensatory strategy (Lau, 1995). A non-compensatory strategy is used for the elimination-by-aspects (EBA) model. In opposition to the linear and additive difference models, EBA does not support commensurability (i.e. value tradeoffs). Product attributes are weighted based on perceived importance of the consumer. The attribute is then selected with probability proportional to its weight. Those products that do not meet the proportional values for the selected attributes are eliminated. The consumer considers only one product attribute at a time, an intradimensional form of processing (Tversky, 1972).

2.4Consumer Choice Through Decision Making

This section will introduce to the reader the models that support the underlying drivers to consumer choice and the attributes that act as influencers to enable purchase decisions. It will answer the questions: what drives consumer choice

and what attributes from those drivers influence purchase? The reader will understand how the consumer approaches the concept of making a decision and the internal, processes and tools he uses to arrive at that decision. For the purposes of this discussion, the scope of attributes influencing purchase as they relate to consumer choice will be bound to the area of technology adoption. The concepts of consumer choice and decision making are described in the general context. Discussion relation to them focus in on the technology adoption component. Choice can be a double-edged sword. When not faced with it, one feels mandated. When faces with its entirety, one feels overwhelmed. In between exists a delicate balance, once where the decision-maker believes enough in the way of resources has been allocated to enable him to generate a high quality decision. In the context of consumer choice, the process an individual assumes to ensure the quality is driven by the individual, similar in methodology to all but unique in deployment.

2.5

Engel Model

The Howard-Sheth Model (1969) places greater emphasis on perception, attitudes and learning, while the Engel Model (1983) concentrates on decisionmaking processes. The Engel Model (1983) views consumer decision-making as a problem-solving exercise, assuming the purchase of a particular product will

resolve the initial problem. The most common sequence within a decisionmaking framework introduces six stages of the consumer experience: (a)define the problem, (b) generate alternative solutions, (c) evaluate alternatives, (d) decide on the solution, (e) implement decision, and (f) monitor results. Engel (1983) enhances the sequence by overlaying the driving human factors behind the sequence, preserving the process. Motivation drives the recognition of a need to define the problem in the first stage. To generate alternative solutions in the second, the consumer must conduct an information search. The evaluation stage is where consumers employ a series of decision rules and strategies, dependent on the amount of information and the limitations of their processing capacity to eventually arrive at a decision (Warner, 1997).

Chapter-III
ResearchMethodology, sample design, size

3.1Procedure Of Data Collection And Sources Of Data.

Data will be obtained from primary data as well as from secondary data.

3.2Primary Data:
The datas will be collected through Survey and face to face interview with customers.

3.3Secondary Data:
Various sources of secondary data used in this research are: Articles Internet Books

3.4Research Design:
After identifying problems and sources of data the next step is to prepare a research design. It facilitates research to be efficient as possible yielding maximum information.

3.5Research instrument:
Questionnaire

3.6SAMPLE SIZE:
a.Sample Size ... 137 b.Personal Interview 50 RETAIL SHOP

3.7 Tools & Techniques Of Data Collection:

1. Data Collection Method: Collected individually through Questionnaire and Personal Interview. 2. Plan Of Analysis: The score obtained from questionnaire are summed up by percentile technique analysis is carried out inference are drawn quantitatively from the percentage off. On the basis of informations gathered from the secondary documents the questionnaire will be developed.

3.8Research instrument:

Questionnaire

Chapter-IV

(Data Analysis and Interpretation)

Age of Respondents Cumulative Percent 5.8 44.5 87.6 100.0

Frequency Valid Below 20 21-26 27-35 36-45 Total 8 53 59 17 137

Percent 5.8 38.7 43.1 12.4 100.0

Valid Percent 5.8 38.7 43.1 12.4 100.0

Age of Respondents

36-45

Below 20

21-26

27-35

Gender of Respondents Cumulative Percent 41.6 100.0

Frequency Valid Female Male Total 57 80 137

Percent 41.6 58.4 100.0

Valid Percent 41.6 58.4 100.0

Gender of Respondents

Female

Male

Interpretation:above data shows that more of the responded are male(58.4%) and the female (41.6%).

Martial status Cumulative Percent 45.3 100.0

Valid

Married Single Total

Frequency 62 75 137

Percent 45.3 54.7 100.0

Valid Percent 45.3 54.7 100.0

Martial status

Married

Single

Interpretation: above data analysis shows that 45.3% of the respondents are married and 54.7% are single

Educational Qualification Cumulative Percent 5.8 33.6 70.1 94.9 100.0

Frequency Valid Under Graduate Post Graduate Phd. MBA Others Total 8 38 50 34 7 137

Percent 5.8 27.7 36.5 24.8 5.1 100.0

Valid Percent 5.8 27.7 36.5 24.8 5.1 100.0

Educational Qualification

Others

Under Graduate

MBA Post Graduate

Phd.

Occupation Cumulative Percent 24.8 62.8 100.0

Valid

Manager Professional Student Total

Frequency 34 52 51 137

Percent 24.8 38.0 37.2 100.0

Valid Percent 24.8 38.0 37.2 100.0

Occupation
Student Manager

Professional

Interpretation:above data analysis shows that,manager-24.8%,professional38%,student-37.2

Apple
Frequency Valid Missing Total 1 System Missing 3 134 137 Compaq Cumulative Percent 100.0 Percent 2.2 97.8 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Frequency Valid Missing Total 2 System Missing 34 103 137

Percent 24.8 75.2 100.0 Dell

Valid Percent 100.0

Valid Missing Total

3 System Missing

Frequency 52 85 137

Percent 38.0 62.0 100.0 HP

Valid Percent 100.0

Cumulative Percent 100.0

Valid Missing Total

4 System Missing

Frequency 51 86 137

Percent 37.2 62.8 100.0 Sony

Valid Percent 100.0

Cumulative Percent 100.0

Frequency Valid Missing Total 8 System Missing 1 136 137

Percent .7 99.3 100.0

Valid Percent 100.0

Cumulative Percent 100.0

Interpretation : above data,most of the customer prefer dell laptop(38.0%) ,compare to other brand like,sony-.7%,compaq-

24.8%,hp-37.2,

Direct Mail Cumulative Percent 62.8 100.0

Frequency Valid Not At all Important Minimally important Total 86 51 137

Percent 62.8 37.2 100.0

Valid Percent 62.8 37.2 100.0

Manufacture Cumulative Percent 66.4 94.9 100.0

Frequency Valid Minimally important Some what Important Important Total 91 39 7 137

Percent 66.4 28.5 5.1 100.0

Valid Percent 66.4 28.5 5.1 100.0

Retail store visit Cumulative Percent 2.2 50.7 100.0

Frequency Valid Some what Important Important Most Important Total Missing Total System Missing 3 66 67 136 1 137

Percent 2.2 48.2 48.9 99.3 .7 100.0

Valid Percent 2.2 48.5 49.3 100.0

Friends Cumulative Percent 2.9 29.4 74.3 100.0

Frequency Valid Minimally important Some what Important Important Most Important Total Missing Total System Missing 4 36 61 35 136 1 137

Percent 2.9 26.3 44.5 25.5 99.3 .7 100.0

Valid Percent 2.9 26.5 44.9 25.7 100.0

Magazine Cumulative Percent 10.9 40.1 80.3 100.0

Frequency Valid Minimally important Some what Important Important Most Important Total 15 40 55 27 137

Percent 10.9 29.2 40.1 19.7 100.0

Valid Percent 10.9 29.2 40.1 19.7 100.0

TV Adv Cumulative Percent 5.1 62.0 92.7 100.0

Frequency Valid Minimally important Some what Important Important Most Important Total 7 78 42 10 137

Percent 5.1 56.9 30.7 7.3 100.0

Valid Percent 5.1 56.9 30.7 7.3 100.0

Radio Adv Cumulative Percent 100.0

Frequency Valid Not At all Important 137

Percent 100.0

Valid Percent 100.0

Newspaper Cumulative Percent 94.2 100.0

Frequency Valid Minimally important Some what Important Total 129 8 137

Percent 94.2 5.8 100.0

Valid Percent 94.2 5.8 100.0

Others Cumulative Percent 100.0

Frequency Valid Not At all Important 137

Percent 100.0 Blogs

Valid Percent 100.0

Frequency Valid Not At all Important Minimally important Some what Important Total 127 5 5 137

Percent 92.7 3.6 3.6 100.0

Valid Percent 92.7 3.6 3.6 100.0

Cumulative Percent 92.7 96.4 100.0

Direct Mail
Minimally important

Not At all Important

Manufacture
Important Some w hat Important

Minimally important

Retail store visit

Undefined error #607 Some w hat Important

Most Important

Important

Friends
Undefined error #607

Minimally important

Most Important Some w hat Important

Important

Magazine

Minimally important Most Important

Some w hat Important

Important

TV Adv
Most Important Important Minimally important

Some w hat Important

Radio Adv

Not At all Important

Newspaper
Some w hat Important

Minimally important

Technology
Important

Minimally important

Some w hat Important

Blogs
Some w hat Important Minimally important

Not At all Important

Interpretation:above data, most of customer referred by retail store visit.

Chapter-V
(Findings, recommendation and Conclusion)

Findings
According to my survey Generally customers,purchase laptop which is referred by their retail store visit. While purchasing laptops,customers are looking for brand image mostly Based on the survey; It is found that customers prefer dell laptop(38%) as compare to Hp,Apple,Compaq and sony etc. Demographic ; According to the observation,age group of 27-35, which is 43.1% goes for brands image while purchasing of laptop.

Managerial implication
1.Since ,it has been found that,will purchase of laptop Customer looking for brand image mostly. A laptop company should improve its quality. 2.from survey,it has been found that,generally

customers,which is referred by retailer. Laptop company need to promote there product,with the help of advertisements 3.service should be provided,according to the customer attitude.

Conclusions
Specific information sources yield specific results with a specific set of consumers. Simply put, consumers seek out information in a variety of ways and a relationship exists with 192 how the consumer does that and who the consumer is. Different consumers purchase different laptops for different reasons. Table 1 presents all of the statistically significant relationships found in this study between demographic variables of the consumer and the information sources they valued in contributing to their purchase decision. The level of technical competence of the consumer plays a key role in the determination of what sources are sought, as does gender and age to a certain degree. This knowledge enables to creation of a rudimentary profile to properly launch the appropriate message to the right audience. In being able to answer just a few of these research questions regarding the relationships between demographics and information sources and attributes, the efficiency of the marketing machine with these laptop vendors will increase.

For example, understanding that the audience who seeks out information on Manufacturer or Retail websites is non-technical, the kind of detail that resides their can de developed for that audience - less technical, more educational and informative thereby alleviating some of the assumed anxiety of the novice.

Chapter-VI

Annexure

Bibliography

References:
1. Arens, Williams F. 1996. Contemporary Advertising. USA: Richard D. Irwin, A. Times Mirror Higher Education Group Inc. Company. 2. Batra, R., J. G. Myers, D. Aaker. 1996. Advertising 3. Chaudhuri, A. (1996), The Relationship of Attitudes, Habit and Loyalty to Market Share in Relation to a Staple Good in a Local Grocery Store. Journal of Business and Psychology, Vol. 11, No. 2 (Dec., 1996), 4. Gupta,S. (1988), Impact of sales promotion when, what and how much to buy. Journal of Marketing Research, Nov 25, 1988 5. Kotler, P. and Armstrong, G. (1989), Principles of Marketing. Fourth Edition. Prince Hall. 6. Nair,V.K., and Pillai, R.(2007), A study on purchase pattern of cosmetic among consumers in Kerala. International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK.

An Empirical Study On Measurement Of Customers Attitude Towards The Use Of Laptop.

Questionnaire
. Section1: consumer profile Q 1. AGE 1. BELOW 20 2. 21-26 3. 27-35 4. 36-45 5. Over 45 Q 2) GENDER: 1. Male 2. Female Q 3) MARITAL STATUS a. Single b. Married Q 4) EDUCATIONAL QUALIFICATION. 1. below Undergraduate 2. Undergraduate 3. Postgraduate 4. PHD 5. MBA 6.others Q5)OCCUPATION 1. Businessman 2. Manager 3. Professional (Lawyer/ Doctor/ Accountant/ Professor) 4. Student Q6) Monthly income? 1. below Rs 10, 000 2. Rs 1, 0001-Rs 25, 000 3. Rs 25,001-Rs 50,000 4. Rs 50, 001-Rs 80, 000 5. Rs 80, 001-Rs 100000 6. above Rs 1,00,000 7. No income

Q 7) Do you own a laptop? 1. Yes 2. No Q8) Which of the following brand/s of laptops or computers do you own currently? Please check all that apply. Apple Compaq Dell HP E-machines Gateway Hewlett-Packard (HP) IBM Lenovo Sony Toshiba Clone (no brand) Others Q9) Since how do own u the laptop? a. < 1 yr b. 1 yr-2 yr c. >2 yr-3yr d. >3yr-4yr e. more than 4 yrs Q 10) Was this your first purchase of a laptop? Yes No Not sure

Q11)Which the following sources information helped you purchase the laptop. Please rate their importance on a scale of 1 to 5 in which 1 (not at all important). 2 (minimally important). 3 (somewhat important). 4 (important). 5 (most important). most important 5

not at all important 1

minimally important 2

somewhat important 3

Important 4

a) Direct Mail catalogues or email from the manufacturer b) Manufacturer or retailer websites c) Retail store visits d) Friends, family members or neighbours e) Magazine or website reviews or articles f) TV advertising g) Radio advertising h) Newspapers i) Technology or IT expert you know j) Blogs k) If Others, please specify

Q12) Which of the following statements best describes the primary reason you purchased your most recent laptop/notebook computer? Please select only one. a) Needed to replace an older, worn-out or broken model b) Needed the convenience and mobility of a laptop c) Needed new technology features d) Needed to replace bigger/heavier laptop/notebook with smaller/lighter model e) Needed to purchase a new one that would match my status e) if Other, please specify Q13) How often do you use your laptop? A weekly basis b. every day c. . very frequently d. rarely

Q15) Were you concerned with the warrantee that came with your laptop? Nominal a. yes b. No Q16) How long is the warranty on your laptop for? a. 6 months b. 1 yr c. 2 yrs d. others Q17) How many times do you call the tech support? a. monthly b. yearly c. very frequently d. rarely Q18) where satisfied with the way your problem handle by the tech support ? a. yes b. no Q19) Who paid for your laptop? a. Yourself b. father c. relative d. friend e. others Q20) What was your budget for purchasing the laptop a. < Rs 20,000 b. Rs 20001-Rs 30000 c. Rs 30001-Rs 40,000 d. Rs 40,001-Rs 50,000 e. above Rs 50,0000

Q21) Which of the following statements best describes the laptop brands you initially had in mind and purchased? Please select only one. a) I knew exactly which brand I wanted to purchase and hence did not consider any other and purchased that brand b) I had a preference initially for a particular brand but purchased a different brand c) I had some preference for several different brands and purchased one of them d) I had some preference for several different brands but purchased a different brand e) I had no preference for any brands

Q22) Why did you not end up purchasing your preferred brand? Please select all that apply. a) Features and/or form factor of a particular model from a different brand met my needs better b) Found a product of an alternative brand at a better price c) Found the product more stylish that would suit my image c) Found a product of an alternative brand with better warranty and post-purchase support d) Took advice/recommendation from friends, family, or co-workers favoring a different brand e) Took advice/recommendation from sales representative favoring a different brand f) Took advantage of a special offer/promotion on another brand g) Read unfavorable reviews/comments on my preferred brand h) Lack of availability of preferred brand

Q 23) Please select the answer that most corresponds to your opinion in each question 1 Strongly disagree; 2 disagree; 3 Neutral; 4 Agree; 5 strongly agree Part A-BRAND AWARENESS Strongly disagree BRAND AWARENESS 1. I recognize most of the famous laptop brand in the market 2. In the case that there are many laptop brands in the market, I would prefer the well-known brand 3. I will choose a wellknown brand when the other brands offer similar feature or price PERCEIVED QUALITY 4. Well-known brands believe in innovation 5. Well-known brands represent better quality 6. I will purchase a well-known brand because well-known brands represent better quality and service even you need to pay a price premium BRAND ASSOCIATION 7. I feel that a wellknown laptop brand can match my lifestyle. 8. Well-known brands present better value (such as attributes, services) for money over competitors 9. Well-known brands image can somewhat reflect your own self-image and personality Disagree Neutral Agree Strongly agree

10. You will rely on the laptops brand image than its actual attributes in decision making?

Q24) Considering the following factors, how important each one was in final purchase your laptop/notebook computer.( A scale of 1 to 5 in which 1 means (not at all important). 2 (minimally important). 3 (somewhat important). 4 (important). 5 (most important). Not at all important (1) Minimally important (2) Somewhat important (3) Most important (5)

Important (4)

1. Price 2. Product quality/features/design 3. Brand image 4. Recommendations (personal and/or from media sources) 5. Product reliability 6. Audio/video capabilities, such as big screen 7.Product availability 8.Innovations and product features such as wireless capabilities or number of USB ports (1 5) 9.Performance and capacity such as processor speed, disk space or memory 10.Weight/size of product/ quality of post-sale service and repair

11.Compatibility with your existing hardware devices and software 12.Battery life and Product manufacturers warranty
Q25) what role did follow the factor play in purchase decision of your laptop/notebook computer. A scale of 1 to 5 in which 1 means (not at all important). 2 (minimally important). 3 (somewhat important). 4 (important). 5 (most important). not at all minimally somewhat important important important important 1 2 3 4 most important 5

a) Past experience with brand b) Ability to touch/handle the product prior to purchase c) Retailer knowledge/advice and/or in-store displays d) Recommendation of friend, family member, neighbour or IT expert e) Advertising f) Coolness or design of product g) Availability of different purchase sources such as Web, in-store, catalogue h)Magazine or website review or rating i) Product ease of use j) Purchase process convenience and overall experience