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A Study On Students Buying Behavior Towards Laptops

What is Behavior ?
The way in which one acts or conducts

oneself especially towards others. For example: His insulting behavior towards me.

What is Consumer behavior ?


Consumer behavior is the study of when, why,

how and where people do or do not buy products.

Factors Influencing Consumer Behavior

Buying Decision Process

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers.

Why Branding is Important ?


People usually prefer to buy

things they feel familiar with. Example : I will prefer to buy Thumbs up" than "the cheapest drink around" even if they have the same taste.

Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.

Perceived Quality
The customer's perception of

the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is a perception by

Brand association is anything

which is deep seated in customers mind about the brand. Example : BMW is associated with sophistication, fun driving, and superior engineering. Bill Gates and Microsoft,. Reliance and Dhirubhai Ambani.

The extent of the faithfulness of

consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands.

Research Methodology
Objectives :
To know the preference of students while purchasing of

laptops. To know the perception of students towards laptops. To study the buying pattern of students while purchasing of laptops.

Scope of the study :


This report is limited to survey area in Ahmedabad.

Data collection
Primary data collected:

Online

Questionnaires Secondary data collected: Articles and Research papers Research instruments: Questionnaire

Sample design
Sample size:

100 Sampling type: For this purpose of research Convenient sampling approach has been used.

Software used for statistical tools:


SPSS

Statistical tool applied :


Factor Analysis

Data Analysis & Data Interpretation


Q.1 : Gender: Male Female
Female 22%

Male 78%

As per the graph above, The 78% of the population are Males and 22% are the females.

Q.2 : Age: 1. 16-20 2. 21-25 3. Over 25


100 90

80
70 60 50 40 30 20 10

94

16-20

21-25

Above 25

As per the graph above, the 3% of the population fall in 16-20 age group, 94% of the population is falling in 21-25 age group and 3% of the population is falling in 25 & above age group.

Q.3 : Please indicate the course you are in? 1. M.B.A 2. M.C.A 3. B.C.A 4. B.B.A 5. B.Pharm 6. B.Tech 7. Others

B.Pharm 1%
Others 7%

B.Tech 11% MCA 3%


BCA 12%

MBA 48%

BBA 18%

As per the graph above, 48% of students are from MBA, 3% from MCA,12% from BCA, 18% from BBA, 11% from B.Tech, 1% from B.Pharm and 7% are from other courses.

Q.4 : Do you own a laptop now? 1. Yes 2. No


yes no

22%

78%

As per the graph above, 78% students have laptop and rest 22% are not having a laptop.

Q.5 : Do you recognize most of the famous laptop brand in the market?

Strongly Disagree Disagree 1% 1%

neutral 8% Strongly agree 22%

agree 68%

As per the graph above, 90% respondents are agreed with the question, that they recognize the famous brands in the market and 10% are not sure about it.

Q.6 : In the case that there are many laptop brands in the market, you would prefer the one is well-known?

Strongly Disagree Strongly agree 1% Disagree 5% 8% neutral 6%

agree 80%

As per the graph above, 85% of respondents are agreed with the question, that they prefer the famous brands in the market and 15% are not sure about it or disagreed with it.

Q.7 : You will choose a well-known brand when the other brands offer similar feature or price?

Strongly Disagree 0% Disagree 12% Strongly agree 11% neutral 22% agree 55%

As per the graph above, 66% of the respondents are agreed with the question that they will choose the famous brand inspite the other brands offer the same features and 22% of the respondents are neutral and the rest 12% of the respondents says that they disagree with the question.

Strongly Q.8 : Do you agree well-known brands present advance in Strongly innovation? Disagree agree 1% 9% Disagree 8%

neutral 35% agree 47%

As per the graph above, 56% of the respondents are agreed with the question that well known brands presents advance in innovation whereas 35% of the respondents remains neutral and 9% of the respondents disagree with the question.

Disagree Q.9 : Do you agree well-known brands represent better quality? Strongly 4% Disagree 1% Strongly agree 17%

neutral 24%

agree 54%

As per the graph above, 71% of the respondents are agreed that well known brands represents the better quality whereas 24% of respondents remain neutral and the rest 5% disagree with the question.

Q.10 : You will purchase a well-known brand because well-known brands represent better quality and service even you need to pay a price premium? Strongly Disagree Disagree Stongly agree 0% 10% 14%

neutral 35%

agree 41%

As per the graph above, 55% of the respondents are agreed with the question that they will purchase a well known brand even they need to pay the price premium whereas 35% of the respondents remains neutral and 10% of the respondents are disagreed with this.

Strongly Q.11: Do you agree a well-known laptop brand can Disagree match your lifestyle? 0% Strongly agree 12% Disagree 14%

neutral 32%

agree 42%

As per the graph above, 54% of the respondents are agreed that branded laptops can match their lifestyle where 32% of the respondents remains neutral and 14% of the respondents showed their disagreeness.

Q.12 : Do you agree the well-known brands present better value (such as attributes, services) for money over competitors?

Strongly Disagree 0%

Strongly agree 9%

Disagree 13%

neutral 36%

agree 42%

As per the graph above, 51% of the respondents are agreed with the question whereas the 36% of the respondents remains neutral and 13% of the respondents disagreed to it.

Q.13 : Do you agree the well-known brands image can somewhat reflect your own self-image and personality?

Strongly Disagree Disagree Strongly agree 12% 1% 9% neutral 18% agree 60%

As per the graph above, 69% of the respondents are agreed that the well known brands reflect their self image and personality whereas 18% stayed neutral and the rest 13% of the respondents are disagree with this question.

Q.14 : You will rely on the laptops brand image than its actual attributes in decision making? Strongly Strongly agree Disagree 4% 0%

Disagree 36%

agree 15%

neutral 45% As per the graph above, 19% of the respondents are agree that they will rely on the brands image in doing their decisions whereas 45% of the respondents remains neutral and 36% are disagreed.

Q.15 : You prefer to buy the laptop on special occasions?

Strongly Disagree 18%

Strongly agree 9%

agree 22%

Disagree 31%

neutral 20%

As per the graph above, 31% of the respondents are agreed that they buy laptops on the special occasions whereas 20% of the respondents are neutral and 49% of the respondents are disagreed with it.

Q.16 : Do you mind buying online without seeing the laptop in person?

Strongly agree 3%

Strongly Disagree 27%

agree 17%

Disagree 33%

neutral 20%

As per the graph above, 20% of the respondents are agreed that they buy the laptop online without seeing in person whereas 20% of the respondents remains neutral and 60% of the respondents says that they will not buy laptop without seeing in person.

Strongly Q.17 : The laptop's looks and stylishness important to you? Disagree 8%

Disagree 21%

Strongly agree 20%

neutral 23%

agree 28%

As per the graph above, 48% of the respondents are agreed to that laptops looks & stylishness are important to them whereas 23% of the respondents remains neutral and 29% of the respondents disagreed.

Q.18 : Before purchasing, you search for various factors of laptop like attributes, price etc from various sources like internet, friends Strongly etc?

neutral 12%

Disagree 8%

Disagree 0%

Strongly agree 29% agree 51%

As per the graph above, 80% of the respondents are agreed with the question that they search the various factors before buying whereas 12% of the respondents are neutral and 8% of the respondents are disagree.

Strongly Q.19 : You are satisfied with your past purchase for a laptop? Disagree 5% Disagree 0%

neutral 21%

Strongly agree 18%

agree 56%

As per the graph above, 74% of the respondents are agreed that they are satisfied with their past purchase where as 21% remains neutral and 5% are disagreed with the question.

Q.20 : You will recommend your friends with your favourite laptop brand when they consider purchasing a laptop?

Strongly Disagree Disagree 1% 6% Strongly agree 14% neutral 26% agree 53%

As per the graph above, 67% of the respondents are agreed with the question whereas 26% remains neutral and 7% are disagreed with it.

Q.21 : You would buy the same brand of laptop when you consider purchasing a second laptop? Strongly

Disagree 12%

Disagree 0%

Strongly agree 10%

neutral 46%

agree 32%

As per the graph above, 42% of the respondents are agreed that they will buy the same brand on their net purchase whereas 46% of the respondents remains neutral and 12% of the respondents said no.

Factor Analysis
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .698 451.028 136 .000

factor analysis new.doc

Interpretation :
After performing the factor analysis, there are some points which are focused. They are as follows:As KMO value is 0.698 which is approximately equal to 7, we can say that the data is adequate.
The factors extracted are: Brand Awareness Perceived Quality Brand Loyalty

Conclusion
Here, in this study the respondents are the students. The

respondents are 100 in which 78% are male and 22% are females. Most of the respondents fall in the 21-24 age category which is 94% and rest from 16-20 &25 above are having just 3-3%. Around 65% students are agreeing to their knowledge of brand awareness, in terms of perceived quality there is 50% respondents who are agreeing whereas around 45% of respondents are giving their vote to agree on brand association and on brand loyalty the number is upto 45%. The students prefer to buy the laptops when reach in the college or when there is a need for a laptop to them. From the study I can say that mostly management and engineering students are having the need of laptop and rest of them do have but not as compare to

FINDINGS
The majority of students like to shop with shopping

companions. Their first choice is friends, followed by family members. The majority of students usually do not buy the same brands as their friends or family members. Students indicated that they usually play the roles of information searchers/gatherers and product users in their households. Students search for information to obtain a better price and when they plan to buy expensive products. The majority of students decision-making style is quality consciousness, followed by price sensitiveness and services orientation. Students make use of the brand first and outlet second sequence in their decision-making.

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