A Multi country Usage and Attitudes study on Computers

To: Lenovo By: Millward Brown Country: India

background
Some info on why u chose to do this study.

The study design

STEP 1: QUALITATIVE PHASE
The qualitative phase of the study was to focus on: - Indepth understanding consumer purchase behavior, needs and attitudes, drivers and barriers towards PCs and generate hypothesis (for validation in the quantitative phase) The findings from this phase were more interpretative than conclusive

STEP 2: QUANTITATIVE PHASE

The quantitative phase of the study was to help revalidate hypothesis on: The purchase process: Key drivers, channels of purchase, etc. for main brands in every country Specific understanding by age groups, form factors and price bands, with a focus on Net Gen This part of the research is conclusive and will generate inputs for strategy and decision making on marketing efforts

Target group

The sample spread

Owners (6 months) and intending buyers (next 3 months) for computers Males and females 18-45 years Key decision makers/ influencers in the purchase process

Sample sizes
Qualitative: 16 depth interviews (DIs) + 8 accompanied shopper observations Quantitative: 800 face to face consumer interviews spread across Metros: Delhi, Mumbai, Chennai, Hyderabad, Bangalore Mini metros: Indore, Coimbatore, Baroda, Patna

Sampling
Sampling: Purposive Quotas: An equal split across Owners and Intending buyers of brands; A minimum of 100 respondents in the Net Gen (18-24 years) The price bands and segments splits have been boosted to a minimum analyzable base, where possible, keeping in mind the natural fallout of these proportions in the initial sample; to be representative of the universe, the data has been weighted back on these parameters.
5

Age Base
18-24 yrs 25-35 yrs 35-45 yrs

India All: Sample spread

India % 814
42 41 17

Metro % 501
37 48 15

Mini Metro% 313

54 31 15

Gender
Males Females

%
79 21

%
86 14

%
69 31

Occupation
Full time students (do not work) Employed Part time ( 4 hours a day or less) - and part time student Employed part time (4 hours a day or less) - not student Employed full time Temporarily unemployed Not employed

%
37 5 3 51 0 3

%
28 4 4 63 0 1

%
50 8 3 32 0 7
6

India All: Sample spread

Income contribution Base
You are the single wage earner for the household Both you and your spouse contribute to the household expenses There are multiple contributors to the household expenses Undisclosed

India 814
33 10 43 14

Metro 501
35 7 41 17

Mini Metro 313

30 13 47 10

Education
College Graduate High School Graduate University diploma (occupation/vocation/academic Post Graduate Advance Degree Some College

%
43 7 3 23 5 15

%
49 4 3 30 5 8

%
35 12 4 12 4 24
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Overall base:814

India All : SEC & Form Factor

India 814
24
34 21 11 9 1

SEC Base
A1
A2 B1 B2 C D

Metro 501
30
36 16 9 8 1

Mini Metro 313

16
30 31 14 8 1

Form Factor
Desktop Notebook Net Book AIO

%
51 47 1 1

%
49 49 1 1

%
54 43 2 1

Across India leading brands like HP & Dell have high Top of Mind Recall. Lenovos recall is almost equal across the country.

Top of Mind Awareness for All Brands Sony LG 22 12 18 Lenovo HP HCL Base : 814 12 Dell Acer Others 15 20 25 0 5 10 15 20 8 12 12 18 6 23 7 11

Sony LG Lenovo HP HCL Dell Acer Others 0 5 7

9 10

10

Base : 501

10

25

India
Sony LG Lenovo HP HCL Dell Acer Others 12 12 0 5 10 15 20 25 12 16 Base : 313 7 20 5 16

Metro

Mini Metro

Market Overview: Brand Funnel

- In India, across brands, the conversions from awareness to initial consideration are rather low - Even so, Lenovos conversions to consideration are lower, when compared to brands like HP and Dell - Lenovos conversions to final choice are quite high- comparable with other top brands , but as we shall see later, this does not mean that for the same person, the initial brand considered is the final brand bought, they could be different Buyers/ Intenders for Lenovo % AWARENESS INITIAL CONSIDERATION FINAL CHOICE
71
(15%)

HP %
76
(30%)

Dell %
80
(24%)

Acer %
67
(19%)

HCL %
73
(18%)

LG %
67
(10%)

Sony %
74
(19%)

11
(82%)

23
(91%)

19
(95%)

13
(85%)

13
(92%)

7
(100%)

14
(57%)

21

18

11

12

10

Base:
REJECTION: A brand I will not consider (among those aware)

814

814

814

814

814

814

814

12

NA

Q. Which of the following brands of computers are you familiar with, as in, you know something about that brand? Q. Which were the brands which you initially considered before you finally bought your computer? Q. And Your final choice of the brand was one of the several brands that you had considered initially?

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Word of mouth and Advertising (especially TV) are key sources of information in India OWNERS/ INTENDERS Sources of information Searched for
ANY WORD OF MOUTH (FAMILY/ FRIENDS/ OFFICE IT PERSONNEL/ CURRENT OWNERS ETC.) ANY ADVERTISING (TV/ RADIO/ PRINT/ ONLINE)

Key consumer touchpoints- across brands

All %
90 75

Lenovo %
86 73

- Advertising (TV)
- Advertising (Radio) - Advertising (Print) - Advertising Online (web banners/ emails etc.) ANY PRINT (NEWSPAPERS/ INSERTS/ GENERAL INTEREST MAGS) Newspaper inserts Newspapers General interest (non technology) magazines In store product displays/demos/store material/brochures/allows touching the product etc. Websites of computer brands ANY ONLINE (BLOGS/ CONSUMER REVIEWS/ CHAT ROOMS/ SOCIAL NETWORKING SITES / PODCASTS/ RSS FEEDS ETC.) Events- Tradeshows/ Demos/ road shows Billboards or advertising kiosks Text messages/ sms/ ads on mobiles

66
7 28 14 72 28 61 14 46 31 21 15 10 8

65
8 24 10 71 33 51 17 56 29 18 17 11 7 7311

Base
Q. Which of these sources of information did you seek while deciding which brand/ type of computer to purchase?

814

Across specific features, consumers willing to pay an average of 9-10 % premium: more for speed enhancing features

Trade offs between product attributes and price (Average % Premium)

ALL LENOVO
11 9 9 9 9 9 8 8 7 Features to get work done faster Better wireless connectivity Features that make COMPUTER easy to use 9 10 9 9 10 9 9 7 11 Better wireless connectivity

Features to get work done faster

Features that make COMPUTER easy to use

Better video experience

COMPUTERs with strong security features Better music experience Cool and interesting features Features to enable touch Stylish COMPUTERs

Better video experience

COMPUTERs with strong security features Better music experience Cool and interesting features Features to enable touch Stylish COMPUTERs

Base: 814

Base: 73

Q. As you would know, different computers come with different features. Here is a list of features that some computers dont have as a standard offering, but are provided at an extra price. Please look at each feature mentioned, and please indicate the % additional price you are willing to pay for it, compared to a computer that does not have that feature.

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