A Report

on
Consumer Behaviour towards HCL MyEduWorld Drive

by
Vipul Babbar
2013-15 Batch

Submitted in partial fulfillment of
the requirements of
PGDM Program at Jaipuria Institute of Management,
Jaipur


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Declaration
I do hereby declare that this project entitled, Consumer Behavior towards HCL
MyEduWorld with HCL, Jaipur has been done by me and is an original work. This report
is being submitted for fulfilling the requirement of Post Graduate Diploma in Management
as a summer training project, at Jaipuria Institute of Management, Jaipur.
It has never been submitted nor been published elsewhere.





Vipul Babbar
20
th
Aug 14
Jaipur









3

Certificate from the Organization














4

Certificate of Originality

To Whomsoever It May Concern
Date: 20
th
August2014

This is to certify that the Summer Internship Project Report entitled Consumer
Behavior towards HCL MyEduWorld and submitted by Mr Vipul Babbar,
represents an original work done by the student mentioned herein and has been
submitted in partial fulfillment of the requirements of the PGDM Programme (2012-14
batch).



Prof. Prashant Sharma
(Faculty Mentor)






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Acknowledgement
I would like to express my sincere gratitude towards Mr. Ashwani Shrivastava (HR
Associate HCL Infosystems) for giving me this opportunity to do my internship at one
of Indias largest IT companies, HCL Infosystems. It has really been a period of great
learning and evolution for me as an individual as well as a management graduate.
Im really thankful to my faculty mentor Prof. Prashant Sharma for the constant
guidance and support that he has provided me during my summer internship. Without
his support and guidance I would have been a ship without a rudder.
I would like to thank the Placement Department at Jaipuria Institute of Management for
bringing presenting this opportunity to us. They have been really supportive and
motivating throughout the internship.
I would also like to thank Mr. Ajeeth Singh Nathawath, my industry mentor, for training
me during this period of internship and sharing with me the experience that he has
gained over the years working in the industry.
I would like to thank everybody who made this project possible.

Vipul Babbar
PGDM (2013-15)
Jaipuria Institute of Management, Jaipur





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Table of Contents
Declaration ............................................................................................................................ 2
Certificate from the Organization ......................................................................................... 3
Certificate of Originality ....................................................................................................... 4
Acknowledgement ................................................................................................................ 5
Executive Summary ............................................................ Error! Bookmark not defined.
Chapter 1: Introduction ......................................................................................................... 9
1.1. Objective of the project .......................................................................................... 9
Chapter 2: Organizational Overview .................................................................................. 11
2.1. HCL Infosystems: An Introduction ...................................................................... 11
2.1.1. Vision & Mission .......................................................................................... 13
2.1.2. History........................................................................................................... 13
2.2. Milestones ............................................................................................................ 14
2.3. The 6S Offering by HCL for Business Empowerment ........................................ 17
Chapter 3: Industry Analysis .............................................................................................. 19
3.1 PESTEL Analysis ................................................................................................. 19
3.2 SWOT Analysis.................................................................................................... 22
Chapter 4: SIP Experience &Key Learning ........................................................................ 24
Chapter 5: Consumer Behaviour towards HCL MyEduWorld Drive ................................. 27
5.1. Abstract ................................................................................................................ 27
5.2. Introduction .......................................................................................................... 27


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5.3. Theoretical Underpinning .................................................................................... 27
5.4. Objectives of the Study ........................................................................................ 31
5.5. Research Methodology ......................................................................................... 31
5.5.1. Topic of the study ......................................................................................... 31
5.5.2. Research Question ........................................................................................ 31
5.5.3. Hypothesis..................................................................................................... 32
5.5.4. Type of Research .......................................................................................... 32
5.5.5. Sampling Method .......................................................................................... 32
5.5.6. Sample Size ................................................................................................... 32
5.5.7. Type of Data ................................................................................................. 33
5.5.8. Data Analysis Tools ...................................................................................... 33
5.5.9. Data Analysis and Results ............................................................................ 33
5.6. Findings & Conclusions ....................................................................................... 39
5.7. Limitations of the study........................................................................................ 40
Chapter 6: Suggestions ....................................................................................................... 41
References ........................................................................................................................... 42
Bibliography ....................................................................................................................... 42
Annexures 1: Questionnaire ................................................................................................ 43




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Executive Summary
I got this opportunity to do my internship at one of Indias largest IT company. I worked
with a company which has marked its presence globally and is one of the leading
information enabler in the country. I observed that the working environment in the
company is really flexible and the employees enjoy their work. The company has seen
tremendous growth since its birth in the year 1976 which has been discussed thoroughly in
timeline of the company.
During my internship I got the opportunity to represent the company in its B2B and B2C
sales. I worked with my industry mentor and we carried out awareness campaigns of our
product in schools and coaching institutes. Apart from that I was also responsible for
collection of dues from the existing customers which gave me an opportunity to interact
with them and know about their experience with the company.
All the work that I did during my internship has given me tremendous learning and
experience. The internship made me learn how to carry out meetings with clients and
how to pitch the product to them. I learnt that retention of customers is very important. I
also learnt about how to deal with existing customers and how we can retain them. All
this learning is going to be really fruitful in the time to come.



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Chapter 1: Introduction
1.1. Background of the Study
There can be various factors that can influence the consumer behaviour. In this
research we try to find out what are the factors that influence the behaviour of
consumers and to what extent do they influence. To find out the awareness and
perception of customers towards the product a questionnaire is developed and a
survey is conducted using this questionnaire on the randomly selected sample out of
the population. After this survey the results are analyzed and interpretations are
made on the basis of the results from the survey. These findings are then used to
give suggestions and recommendations for the product.To find out the awareness
about HCL MyEduWorld Drive.
The research work done has the following objectives.
To find the customer satisfaction level of the present customers.
To find out the perception of customers about the product category.
To find out the ideal price for giving the best value for money.
To get an idea about the effectiveness of advertising campaigns.
To get an idea about future marketing strategies.

1.2. Overview of the Study
The section after the Introduction part is the organization overview. It basically
gives an introduction of the organization as a whole. It also includes th history of the
organization, its vision and mission statements and also its unique offering to its valued
customers. It also gives a milestone chart for the organization. In this chart the major
milestones in the life of the organization are stated.


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After the Organizational Overview there is a section of Industry Analysis. This section
gives a detailed industry analysis by using the PESTEL analysis. In PESTEL Analysis
all the external factors, viz., Political, Economical, Social, Technological,
Environmental and Legal are discussed in detail. In this section their influence on the
Indian IT industry is discussed. In this section there is also a SWOT Analysis of HCL
Infosystems. This gives a detailed information regarding the Strengths, Weakness,
Opportunities and Threats of HCL as an o0rganization. The SWOT Analysis can be used
to further improve upon the processed within the organization as well as to know about
the opportunities that can be grabbed outside the organization. A SWOT Analysis can
prove to be a very powerful tool for the analysis of an organization or an industry as a
whole.
In the next section the experience related to the summer internship and some
major events during the period of two months are discussed. These are followed by the
explanation of the key learning from the internship. The learning from the internship
will surely be of great value in the years to come.
After this section a research report is presented on the consumer behaviour towards HCL
MyEduWorld Drive. The research report targets to determine the current awareness
level about the product, perception about the product, previous experiences related to the
product and also concludes suggesting some possible ways to improve the product
performance in the market. There is also the analysis of the research findings using
graphs and charts followed by interpretation after each graph/chart. In the last part of the
report, some suggestion are given to the organization on the basis of the research work.
After this there is the references part and the Annexure which contains the Questionnaire
which was designed to carry out the survey for the research.


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Chapter 2: Organizational Overview
2.1. HCL Infosystems: An Introduction
HCL Infosystems which was started in 1976 is one of the market leaders in the Indian IT
Industry. HCL has been developing and implementing technology solutions for multiple
market segments for over quarter of a century. They have also been the pioneers in
introducing new technologies and innovations in the technology sector.
HCL Infosystems, as an information enabler, offering its customers various technology
solutions across multiple platforms. They have been able to do so by developing state of
the art infrastructure, understanding the networking technology, honing design
capabilities in product engineering, integrating diverse range of technology solutions
and be the help of its access to specialized technology for its projects through
partnerships with various world class leaders in the technology sector.
HCL focuses on end-to-end enterprise solutions and personal computers and has direct
customer service centers at around 150+ locations, 3 software-export facilities and state
of the art manufacturing facilities. They also have 6 overseas business entities in US,
UK, Australia, Malaysia, Singapore & Canada. Its manufacturing processes are ISO
9001 certified and its software development processes have achieved SEI CMM Level 4.
With a mission to provide world-class IT solutions and services, enabling it to serve its
customers better, HCL is setting new standards of information technology in India.
HCL Infosystems are Indias premiere information enabling company. Using its more
than 30 years of expertise in technology solutions, HCL Infosystems offer value added
services in key areas such as system integration, network consulting and a wide array of
support services.


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HCL Infosystems is among the leading players in all the segments in India which
comprises of domestic IT products, technology solutions and related services which
include PCs, servers, networking products, imaging and communication products.
Continuously meeting the ever increasing customer expectations and applications, its
focus on integrated enterprise solutions has strengthened the HCLs capabilities in
supporting installation types across whole of the country and also a lot of global
locations. HCL Infosystems, today has a support staff of around 1700+ members and is
operational at more than 260 locations across the country. It is also the largest such
human resource of its kind in the IT business in India. A majority of the tam members
have been specially trained in a variety of supporting solutions, which is also the
companys key focus area.
HCL Infosystems has 29 years of experience in handling the ever changing IT scenario,
strong customer relationships, ability to provide cutting edge technology at the best
value for money and also an excellent service and support infrastructure.
Today HCL is countrys premiere information enabling company. It offers on stop shop
to its diverse customers having an equally divers sat of requirements. Be it a large multi-
location enterprise, or a small/medium enterprise, or a small office or a home, Hindustan
Computers Limited has a product range and the sales & support capability to service the
needs of the customers. The last 29 years have given HCL not only knowledge and
experience but has also given them the continuity in relationship with the customers,
which has given them an increased customer confidence in them.



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2.1.1. Vision & Mission
Vision Statement
"Togthr w crat th ntrpriss of tomorrow"
Mission Statement
"To provid world-class information tchnology solutions and srvics to
nablour customrs to srv thir customrs bttr"

Quality Policy
"W dlivr dfct-fr products, srvics and solutions to mt th
rquirmnts of our xtrnal and intrnal customrs, th first tim, vry tim"

2.1.2. History

HCL Infosystems which was started in 1976 has a rich history of innovations and
inventions. HCL developed the first micro-computer in the year 1978 which means
at the same time as the Apple and 3 years earlier than IBMs PC. During this
period, India was a black box to the whole World and similarly the World was a
black box to India. So the invention of this micro computer gave birth to the Indian
Computer Industry and no one at that time had any idea that India would evolve as
the world leader in Information Technology in the times to come.
In the 1980s HCL developed know-hows in many other technologies. HCL had an
in-depth knowledge of UNIX which led to the development of a very fine processor
in the year 1988 which is three years ahead of Sun Microsystems and Hewlett
Packard.


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In the year 1997 HCL marked its advent into the Software Industry as well. HCL in
the last decade has strengthened its process and applied the know-hows to develop
cutting edge technology.

Since its inception in 1976, HCL has developed multi practices semi-conductors,
operating systems, automobiles, avionics, bio-medical engineering, wireless devices
and equipments, telecom technologies and many more.

Today HCL is able to sell more PCs in India than any other brand, including some
of the worlds most popular PC brands; runs Northern Irelands largest BPO
operation and also manages the network for Asias largest stock exchange network.
It has also been designing zero visibility landing systems to land the Worlds most
popular airplanes.
2.2. Milestones
Year Milestones
1976 Hindustan Computers Limited (HCL) is born
1977 HCL formed distribution alliance with Toshiba for copiers and notebooks
1978 HCL successfully ships in-house designed Micro-computer at the same
time as apple
1980 HCL introduces bit sliced, 16-bit processor based micro-computer
1983 HCL indigenously developed an RDBMS, a networking OS and a client
server architecture, at the same time as Global IT peers


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1986 HCL became the largest IT company in India
1988 HCL introduces fine-grained multi-processor, UNIX, 3 years ahead of Sun
Microsystems and HP
1990 Data Quest marked HCL as no. 1 amongst top ten computer giants
1991 HCL-Hewlett Packard Joint Venture developed multi processor UNIX for
HP and Heralds, HCLs entry into contract R&D
1994 HCL forged distribution alliances with Ericsson Switches and Nokia Cell
Phones
1997 HCLs R&D spun-off as HCL technologies marks advent into software
services
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
2001 Joint Venture with Deutsche Bank
Acquires British Telecoms Apollo Contact Centre in Belfast, Northern
Ireland
2002 Strong pursuit of non-linear strategy to widen services portfolio; several
joint-ventures 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 business of HCL Infosystems and HCL Technologies merged
2003 HCL becomes the first company to cross the 100,000 unit milestone in the
Indian desktop PC market


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2004 HCL Technologies gets accorded by MetaSpectrum as Leaders status in
offshore outsourcing
HCL Infosystems continues to be the largest manufacturer of PCs in the
Indian market.
2005 Joint Venture with NEC, Japan
HCL sets up first power PC architecture design centre outside of IBM
HCL Infosystems launches sub Rs 10000 PC
2006 HCL Infosystems ties up with Apple for I-pod Distribution
HCL Technologies signs largest ever software services deal with DSG
2007 HCL as an enterprise crosses $4 billion watermark
HCL announces opening of its second European facility in June with the
establishment of a delivery centre in Krakow, Poland
HCL enters into a US$ 30 million partnership with Konica Minolta Group
(KM), to provide Software Services. This is one of the largest
engagements in the country, with a Japanese company
HCL commences production in its ISO 14001 & ISO 9001:2000 certified
second manufacturing facility in Rudrapur, Uttaranchal
HCL Infosystems wins CNBC Awaaz consumer award for desktops
HCL BPO becomes worlds first BPO to get PCMM certified
2008 HCL acquires capital stream, Inc., a US based industry leader in lending
automation solutions
HCL named in the 2010WorldBlu List of Most Democratic Workplaces
HCL completes acquisition of AXON Group plc, the largest acquisition in
the Tech Space by an Indian Company.
2009 Nokia Corporation announces to set up a joint venture with HCL to sell


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mobile value added services directly to consumers in India
HCL & BSNL to work together on National Broadband Penetration
Program
2011 Ajai Chowdhry conferred with the prestigious Padma Bhushan Award

2.3. The 6S Offering by HCL for Business Empowerment
In todays economy, IT infrastructure plays a very important role in the success of the
business enterprise by improving the business processes, helping in focusing on the
goals and strategies and by helping you to serve your customer better. The IT
infrastructure demands a constant adoption of latest technology, reliability of operations
and all time availability. So you need a strong and trusted technology partner which is
committed in delivering you beyond just basic services.
HCL Infosystems provides a full bandwidth of services specifically designed to meet the
ever-changing IT needs of the customer. They provide a single window solution to all
the technological needs.
They make IT possible. They do so by their 6-S Offering.
Solutions
HCL provides a single window solution for all the IT needs which are customized to
meet the unique demands of its diverse class of customers.
Services
HCL offers a wide range of services in IT infrastructure solutions and IT management


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Support
HCL provides pan-India support to its customers
Its service centres are located at more than 260 locations
HCL also has a sound workforce of more than 1700 technically trained workers
Standards
World Class Quality standards maintained for PPP (People, Processes &Performance).
Alliances with Global Technology Leaders allows us to maintain world-class Standards.
Savings
HCL helps its customers in saving up on their expenses by offering new ways to reduce
costs and enabling the customer to do more with less.
Satisfaction
HCL gives its customers a complete satisfaction through their 6S offering that enables
the customers to maximize system uptime through rapid response and thus optimizing
the return on their IT investment.







19

Chapter 3: Industry Analysis
3.1 PESTEL Analysis
Political Factors
Political Factors have a major effect on businesses. The political environment is
stable internally for the IT industry in India. But recently the US government has
announced that IT firms which will outsource their work to countries other than the
US will not be getting tax benefits. This has lead to a major downfall in the revenues
from US. The Indian government has been consistently giving its IT work to Indian
IT companies which is really helpful for these companies and also for the industry at
large. Government has also strengthened the IT Act, 2000 to provide the companies
a sound environment to operate.
India has seen a great political instability when it comes to the government as no
party has been able to get majority. But this has not affected the IT industry much
because whichever government is in power the policies framed earlier have not been
changed by them. So we can say that political factor does not have much influence
over the Indian IT industry.
Economical Factors
The Economic factors have a major effect on the IT industry. The recent economic
trends have been in favour of the IT industry in India. The domestic as well as global
IT spending has increased in the recent years. The domestic companies as well as the
general households spending have increased considerably on IT and IT related
products. The companies as well as the people are realizing the importance of IT and
are spending a large portion of their dispensable income on IT related products.
There are also great opportunities for Indian IT companies globally as IT spending
by global businesses are rising tremendously. No matter how big or small a company


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is, everyone is realizing the importance of IT in business and the value addition that
it gives. So it is also favouring the IT industrys growth in India.
There has been a decline in the real estate prices as well in the recent years. This
decline has favoured the growth of IT industry because decline in real estate prices
means that the rents also decline. As the rents decline so companies now have more
income that they can spend elsewhere so it is a plus as well as an opportunity for the
IT companies in India.
Social Factors
In India English language is widely spoken, this has worked in favour of the IT
industry because this means that more and more working population is available that
can meet the skills required for a growing global company. And the education and IT
skills that are required by the population is being provided by an ever growing
number of IT related education institutes. So this means that the companies has
availability of a lot of employable population. This has given a rise in the
competition for employment in IT related jobs. This means that there would be lesser
wgaes so this also works in the favour of the IT industry. Because there is a huge
demand of IT literate professionals, the schools have introduced computer
knowledge for students at very early classes in their curriculum. This means more
and more IT related infrastructure would be required by these schools. This also
gives a big market to the Indian IT companies.
Technological Factors
The technology in India is ever growing and ever changing. With this changing and
growing technological environment there is a need of advanced IT related
infrastructure. This gives the IT industry ample opportunity to grow and serve their
ever increasing customer database. Also with a fast changing technology the old


21

infrastructure gets outdated pretty quickly and new instruments are required within a
very short span of time. This gives an opportunity to sell more and more of their
products.
The telephone tariffs in India are one of the lowest in the entire world. This has
enabled the companies and people to be better connected. This better connectivity
within the company means that information travels at a faster pace than ever before.
Also the growth of internet has given a birth to new range of IT related equipments
which gives the companies more customers to cater to and also a new set of products
that they can sell. All this has contributed to the growth of the Indian IT industry.
Environmental Factors
Environmental Conservation and protection has become a hot topic since a while
because of the deteriorating environmental balance in the recent years. This
imbalance has threatened the very existence of life and nature. The businesses are
held responsible for this situation because of the emission from industries which
pollutes the air, excessive chemicals which are drained in the water makes it
poisonous and harmful for drinking purpose, usage of non-bio-degradable substances
is also causing a lot of harmful effects to the nature. All these are being taken into
serious consideration by a majority of stakeholders in the society and they are
putting pressure on the businesses to be more environmental friendly. So the
companies are focussing a lot on minimizing the carbon footprints, proper energy
utilization, reducing the consumption of water, etc.
Legal Factors
There have been a vast number of IT related reforms and policies which target the
growth of the Indian IT industry. This means that the government is really counting
on the IT industry to contribute majorly in the Economic growth of the country.


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The government has strengthened the IT Act, 2000 to provide the companies a more
sound environment to function when it comes to services related to data transmission
and other e-commerce related activities. The e-commerce has also been a major
revolution in the world in the recent years. The growth of the e-commerce industry
gives ample opportunities to the IT companies in India.
There are a lot of tax benefits available to IT companies. One of it is deduction in the
profits derived from software exports. This gives a huge global market to the Indian
software companies to cater to.
IT companies can set up SEZ with minimum area of 10 hectares and enjoy a host of
tax benefits and fiscal benefits. Software Technology Parks of India (STPI), was also
set up by the Government of India in 1991 which had the objective of encouraging,
promoting and boosting the software exports from India. So the legal environment is
really positive for the growth of the IT industry in India. And this approach by the
government of favouring the IT sector is still continuing as there is a huge potential
of growth in this industry.
3.2 SWOT Analysis
Strengths
29 years of IT experience
Excellent Service & Support Infrastructure
Ability to understand customer needs
Long lasting relationships with customers giving high customer retention
Value for Money products
High quality R&D facilities making them a leader in Innovation in India
Collaboration and Joint-Ventures with several market leaders worldwide.


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Global Presence
Democratic and Flexible work culture giving them a high employee retention
Strong distribution network through dealers, whole-sellers and suppliers
Weaknesses
Not so good Human Resource Management System
Not properly defined marketing and promotion strategies
Unawareness of Customers towards HCL products due to unavailability of
proper information about all of its product line
Perception of customers as HCL being inferior to other multi-national brands
Unsatisfactory after sales service
Very few promotional campaigns by the company
Opportunities
A large number of small and medium enterprises are realizing the importance of
IT in the business so HCL being an Indian company and strong hold in the
market and capitalize on that.
Booming of the Indian IT Industry
There has been an increase in consumer awareness about IT products
High Untapped potential in the rural areas
Increase of healthy competition
Threats
Local PC Assemblers
Global Players entering India
Increasing shift of Indian consumers towards bigger brands


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Chapter 4: SIP Experience & Key Learning
On the first day when I went to the office of HCL Infosystems located in Jaipur
the first thing that I was told was this is our office and now you wont be coming to this
during the next 60 days of your internship. I was amazed on listening to this from my
industry mentor. After a pause, I asked him what it means that we dont have to come to
the office for the next 60 days. My question was responded with another question, and
the question was, do you want to work or not? To this I replied that yes I want to work
and learn. He then told me that the work that I would be doing would be purely field
work and I would not be required to come to the office.
After that there was a small induction planned which was basically targeted to make us
aware about the products that we would be required to sell. I got HCLs MyEduWorld
Drive. This drive was basically meant for the students from primary classes to 10
th

grade. So our work was confined to students, teachers and coaching institutes. I was
told to come up with a plan on how I would be taking things from here. And this was
how the first day of my internship ended.
After a couple of days I discussed my plan of action with the mentor and he approved it
with a few modifications and improvements. This was the start of my internship work.
The industry mentor was really supportive during the whole of the internship and also
shared with us his own experience of when he started working as a fresher and how he
learned with time.
During the internship the work that I did involved running awareness programs at
schools and coaching institutes, meeting random students outside coaching institutes or
at parks, cheque collections from existing customers, etc. For arrangement of an
awareness program at a school or coaching institute we needed to convince the principal


25

or the director to give us the permission for that. This helped me in learning convincing
skills. After getting the permission it was our job to plan the presentation in such a
manner that we are able to pitch what we want to, to the students and the teachers. When
we were dealing with the coaching institutes it also became an issue that the tutor
perceived the device as his substitute. We had to convince him that the product is not to
substitute him but just to complement him and will eventually be beneficial to him and
the student both. When collecting the cheques from the customers it was a nice learning
to deal with the unsatisfied customers and how to console them and make sure that they
dont face the same problems again. So taking feedback from customers was also a
major task carried out by me during my internship.
Key Learnings
1. Convincing Skills
The most important skill that I learned from my internship was the skill of
convincing people. While dealing with the prospective customers I had to
convince them to try our product and also while dealing with intermediaries we
had to convince them as well to help us reaching out to our end customers.
2. Planning
Another important skill that I acquired during my internship is planning. We
were required to plan our sessions in the most efficient and effective manner so
as to leave the customers wanting our product. I also had to plan my two-
months duration in such a manner which enables me to contribute to the
organization in a constructive manner.
3. Dealing with clients


26

I also learned how to deal with clients, the prospective clients as well the present
clients. I learned how to deal with people formally maintain the friendly attitude
so that it creates a positive image of the organization and its employees.
4. Feedback
When dealing with existing clients it is very important to take feedback from
them because it enables us to serve them better. The feedback is not only needed
to be taken from the unsatisfied customer but also from the satisfied customer so
that he feels valued. This enables us to retain our customers. Also dealing with
the unsatisfied customers is an art. While dealing with an unsatisfied customer,
we need to console him so that he feels empathized. We need to take the
feedback in a positive manner and have to make sure that his grievances are
resolved and he never faces them again.
5. Strategic thinking
The internship also enabled me to think strategically and come up with solutions
to problems which are inhibiting the sale of the products. This can be done by
proper analysis of the situation and taking feedback from all the parties involved.
This in short means that one needs to go to the root of the problem and then work
on a solution to that problem.







27

Chapter 5: Consumer Behaviour towards HCL MyEduWorld Drive
5.1. Abstract
The purpose of this research is to find out the consumer behaviour towards HCLs
MyEdu World drive. There are various factors that can influence the behaviour of the
consumers, so in this research we try to figure out what are the possible factors that are
influencing the prospective customers and to what extent. In this research we try to find
out various aspects related to the behaviour of consumers towards this product such as
their perception, requirement, influences, awareness, etc. We try to find out what makes
them buy or not buy this particular product. We also try to find out the experience of the
customers with this product and then can possibly use this finding for further
improvements in the product. We also try to come up with solutions which can lead to
an increase in the sales of a product by meeting the expectations of the consumers which
we find out during our research.
5.2. Introduction
There can be various factors that can influence the consumer behaviour. In this research
we try to find out what are the factors that influence the behaviour of consumers and to
what extent do they influence. To find out the awareness and perception of customers
towards the product a questionnaire is developed and a survey is conducted using this
questionnaire on the randomly selected sample out of the population. After this survey
the results are analyzed and interpretations are made on the basis of the results from the
survey. These findings are then used to give suggestions and recommendations for the
product.
5.3. Theoretical Underpinning


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The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products, and retailers);
The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these processes have
on the consumer and society." Although it is not necessary to memorize this definition, it
brings up some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g., friends
influence what kinds of clothes a person wears) or an organization (people on the job
make decisions as to which products the firm should use).


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Consumer behavior involves the use and disposal of products as well as the study of
how they are purchased. Product use is often of great interest to the marketer, because
this may influence how a product is best positioned or how we can encourage increased
consumption. Since many environmental problems result from product disposal (e.g.,
motor oil being sent into sewage systems to save the recycling fee, or garbage piling up
at landfills) this is also an area of interest.
Consumer behavior involves services and ideas as well as tangible products.
The impact of consumer behavior on society is also of relevance. For example,
aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have
serious repercussions for the national health and economy.
There are four main applications of consumer behavior:
The most obvious is for marketing strategyi.e., for making better marketing
campaigns. For example, by understanding that consumers are more receptive to food
advertising when they are hungry, we learn to schedule snack advertisements late in the
afternoon. By understanding that new products are usually initially adopted by a few
consumers and only spread later, and then only gradually, to the rest of the population,
we learn that
Companies that introduce new products must be well financed so that they can
stay afloat until their products become a commercial success, and
It is important to please initial customers, since they will in turn influence many
subsequent customers brand choices.
A second application is public policy. In the 1980s, Accutane, a near miracle cure for
acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken


30

by pregnant women. Although physicians were instructed to warn their female patients
of this, a number still became pregnant while taking the drug. To get consumers
attention, the Federal Drug Administration (FDA) took the step of requiring that very
graphic pictures of deformed babies be shown on the medicine containers.
Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work for the
Centers for Disease Control trying to reduce the incidence of transmission of diseases
through illegal drug use. The best solution, obviously, would be if we could get illegal
drug users to stop. This, however, was deemed to be infeasible. It was also determined
that the practice of sharing needles was too ingrained in the drug culture to be stopped.
As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign
that encouraged the cleaning of needles in bleach before sharing them, a goal that was
believed to be more realistic.
As a final benefit, studying consumer behavior should make us better consumers.
Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry
detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In
practice, however, you often pay a size premium by buying the larger quantity. In other
words, in this case, knowing this fact will sensitize you to the need to check the unit cost
labels to determine if you are really getting a bargain.
There are several units in the market that can be analyzed. Our main thrust in this course
is the consumer. However, we will also need to analyze our own firms strengths and
weaknesses and those of competing firms. Suppose, for example, that we make a
product aimed at older consumers, a growing segment. A competing firm that targets
babies, a shrinking market, is likely to consider repositioning toward our market. To


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assess a competing firms potential threat, we need to examine its assets (e.g.,
technology, patents, market knowledge, awareness of its brands) against pressures it
faces from the market. Finally, we need to assess conditions (the marketing
environment). For example, although we may have developed a product that offers great
appeal for consumers, a recession may cut demand dramatically.
5.4. Objectives of the Study
To find out the awareness about HCL MyEduWorld Drive.
To find the customer satisfaction level of the present customers.
To find out the perception of customers about the product category.
To find out the ideal price for giving the best value for money.
To get an idea about the effectiveness of advertising campaigns.
To get an idea about future marketing strategies.
5.5. Research Methodology
5.5.1. Topic of the study
Consumer Behaviour towards HCL MyEduWorld Drive.
5.5.2. Research Question
1. What is the current awareness level of consumers regarding HCL
MyEduWorld Drive?
2. What is the satisfaction level of present customers?
3. What is the present share of people using the product?
4. What is the price level at people are ready to buy the product?
5. Does product meet the consumer expectations?


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5.5.3. Hypothesis
1. The consumers are ready to buy the product at present level of price.
H1:
1
=
2
H0:
1

2
Where,
1
= Present Level of Price

2
= Price at which customer is ready to buy
2. Customers want to buy the product with present features.
H1:
1
>
2
H0:
1
<
2
Where,
1
= Present Features in the product

2
= Customers Expectations from the product
3. Customers are aware about the product.
H1:
1
>
2
H0:
1
<
2
Where,
1
= Customers aware about the product

2
= Customers not aware about the product
5.5.4. Type of Research
The type of research used here is descriptive research. Here an attempt is made to find out the
possible factors that are influencing the consumer behaviour towards the buying of the product
under study, i.e., HCL MyEduWorld Drive.
5.5.5. Sampling Method
The method adopted for sampling is convenient random sampling. A random sample is selected
out of a conveniently available population.
5.5.6. Sample Size
The sample size here is 100.


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5.5.7. Type of Data
The data type being used in the research is primary data which is collected through
questionnaires. The method of data collection is through a survey using a questionnaire.
5.5.8. Data Analysis Tools
The data analysis Tool used here are Bar-Graphs and Pie Charts using MS-Excel.
5.5.9. Data Analysis and Results
1. Consumer Awareness about the product


Interpretation
The awareness level is very low among the customers. Out of the sample of 100 students
only 7 students were aware about the product.
7%
93%
Awareness Level
Aware
Not Aware


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2. Satisfaction Level of the Existing Customers


Interpretation
The 7 respondents that were using the product or have used the product in the past gave
an overall average rating of 7.43 on a scale of 10. This means that those who have used
the product are quite satisfied with the product.

0
2
4
6
8
10
Customer Rating Maximum Score
7.43
10
Satisfaction Level


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3. Best & Worst Features



Interpretation
According to most of the customers the best feature of the product is the Games feature
that it has. The games feature enables the customer to play learning games which help in
the learning of concepts.

57.14
28.57
14.29
Best Feature
Games
No Internet Required
Animation & Videos
57.14
28.57
14.29
Worst Feature
None
Concept explanation
Quizzes


36

Interpretation
According to most of the customers they dont find any feature of the product as not
useful.
4. Source of information about the product


Interpretation
The people that were aware about the product got the information majorly from their
friends or relatives. This means that there is a serious need for an advertising campaign
of the product.
5. Would like to buy the product or not which has all the required features.

0.00
0.00
71.43 %
28.57 %
Information about Product
Teacher/School
Advertisement
Friends/Relatives
Other


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Interpretation
Most of the customers that were made aware about the product responded that they
would like to buy such a product.

6. Consumer perception about the price of the product


72.04 %
27.96 %
Buying Decision
Yes
No
82.80 %
17.20 %
0.00
Ideal Price
Under Rs 1000
1000-1800
More than 1800


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Interpretation
More than 80 percent of the people responded that the price for such a product should be
below INR 1000. The product is originally priced at INR 2400 which means that it is
over-priced.

7. Recommendation Influence


Interpretation
It comes out that the recommendation by the tutor at coaching institutes is taken more
seriously than any other recommendation.



3.23%
65.59%
31.18%
Recommendation Impact
Teacher at School
Tutor at Coaching
Institute
Friend/Relative


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5.6. Findings & Conclusions
No awareness
It comes out to our notice that there is really very poor level of awareness among
the customers about the product.
Past Users are satisfied
It is also deduced from the study that the past users of the product are quite satisfied
with the product as they have given an average score of 7.43 out of 10.
Good Features
The product has decent features and most of them are liked by the customers who have
already tried the product.
No advertising
The people who are aware about the product have come to know about it majorly
through their friends and relatives, which means that there is a serious need of an
advertising campaign.
Over Priced
The people who were told about the product and its features all guessed the price
wrongly. This means that the product is over-priced and does not give the customers a
feel of a value purchase.
Supply Channel
The supply channel that the company can use could be the coaching institutes as
students are highly influenced by the recommendations of their tutors.







40

5.7. Limitations of the study
The study is confined to the population of Jaipur only.
The population did not consist of a diverse class of individuals from the society so
the results could vary when the population is diverse.
Time factor was a major limitation as it was difficult to do a thorough analysis in
this short time.
The result depends on the answers received from the respondents which may be
biased.














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Chapter 6: Suggestions
The following suggestions could be given on the basis of the research findings.
There is a big need of increasing the awareness of the product. Awareness is the
first step for any purchase decision so it should be given the required importance
and there should be an awareness campaign of the product.
It was also found out from the study that students are highly influenced by the
recommendation of their tutors at coaching institutes. So they can be used as a
supply channel. The coaching institutes can also be used for advertising purposes
because of the same reason.
It was also observed from the study that the product is over-priced. This over-
pricing can be a big negative influence for the prospective customer. So a price-
cut should also be there to achieve high sales. The motive of the organization
should be to achieve economies of scale.
There is no need of change in the product as the past users were highly satisfied
from the product. So we can continue to offer the same product but on a lesser
price.







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References

Bibliography
HCL History. (n.d.). Retrieved from hcl.in: http://hcl.in/history-milestones.asp
Perner, D. L. (n.d.). http://www.consumerpsychologist.com/. Retrieved from
http://www.consumerpsychologist.com/














43

Annexures 1: Questionnaire

This is a survey for HCL MyEduWorld drive. This drive enables the student to study at
home by interactive ways which are proven to have better retention in the minds of a
student.
1. Do you know about this new educational device which helps you in your
studies known as HCL MYEduWorld drive?
Yes
No

If YES then please respond to questions from 2-5;
If NO then please respond to questions from 6-9

2. Are you using it presently or would like to buy it in the future?
Yes
No

3. How would you rate the product on a scale of 1-10?
1 = VERY DISAPPOINTING and
10 = PERFECT
Your response - ..

4. What do you think is the best and the worst feature of the product?
Best Feature .................


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Worst Feature .

5. From where did you come to know about the product?
Teacher/School
Advertisement
Friends/Relatives
Other




6. What do you think should be available in such an educational device apart
from the curriculum?
Application of Concepts
Videos and Animations related to concepts
Quizzes and their solutions
Games that enable you to learn concepts easily
Ability to be used without an internet connection
Assessment of quizzes and suggestions
Other features

7. Would you like to buy a device which has all the above listed features?
Yes because..


45

No
because

8. What do you think should be the price of this device?
Under Rs 1000
1000-1800
More than 1800

9. Whose recommendation is most likely to make you buy the product?
Teacher at School
Tutor at Coaching Institute
Friend/Relative

Your Name Age
School Class