ANALYSIS ON BUSINESS BUYING BEHAVIOR OF LAPTOP (HCL).doc
Transcript of ANALYSIS ON BUSINESS BUYING BEHAVIOR OF LAPTOP (HCL).doc
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A
RESEARCH PROJECT REPORTON
“ ANALYSIS ON BUSINESS BUYINGBEHAVIOR OF LAPTOP:
A STUDY OF EDUCATIONAL INSTITUTES ”
TO BE SUBMITTED TO UTTAR PRADESH TECHNICAL,UNIVERSITY, LUKCNOW. IN THE PARTIAL FULFILLMENT OF
THE REQUIREMENT FOR THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
Batch 2013-15
UNDER THE GUIDANCE OF: SUBMITTED BY:M ! "RA#EEN $UMAR "AN$A% $UMAR&H!O!D!' M(t! D)*tt! GBIT+ R, N,!133...00/2
MBA I# S)
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GYAN BHARTI INSTITUTE OFTECHNO OGY'
MEERUT
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ACKNOWLEDGEMENT
It is a matter of great pleasure and honor to work as a summer trainee in an esteemed organisation
like HCL Infosystem LTD.
The making of any report calls for the contribution and co-ordination from many others besides an
individual alone. It is a result of meticulous efforts put in by many minds that contribute to the final
report formation and this one is no e ception. !everal people therein have made this report possible
through their valuable inputs.
I am highly grateful to "r. #ivek $an%an &'ccount "anager() for giving me such a valuable
opportunity to do this pro%ect at HCL Infosystem LTD. The day I %oined the organi*ation) the
confidence he showed in me and the encouragement he gave) made ahead and take up a challenging
pro%ect.
It gives me pleasure to e press my gratitude to my pro%ect guide Mr. Himanshu Tyagi (Busin ss
Manag r! for his guidance and support right from the beginning of pro%ect till the preparation of the
final report. He has had been a constant source of encouragement and re-assurance throughout my
stint with my pro%ect. He has been very approachable and amicable.
I would like to thank all the departments for their full co-operation and would like to e tend my
heartfelt thanks to the rest of the staff at HCL Infosystem LTD who have helped me in every possible
way.
It is seldom possible to master without books. The ma%or source of books for me was the library of
TIT") "eerut. I would like to mention that every one there helped me during the pro%ect and
preparation of report.
I would take the opportunity to thank Mr. Pra" n Kumar (H.O.D.# MBA D $%%! GB&T# M ru%
who helped me getting into such a prestigious organi*ation like HCL Infosystem LTD to pursue
summer training.
Last but not least+ thank all my friends and colleagues for all the support that they provided. Their
presence made all the work and hectic schedule easy and fun. I thank them for this great attitude they
showed towards me. I must have missed mentioning some people who helped me directly or
indirectly but I thank all of them.
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DECLARAT&ON
'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
I ,' '/ 0"'$ !tudent of "1' 2 I# !em hereby declare that the following pro%ect report
titled Ana)ysis *+ Busin ss Buying B ha"i*ur *+ La$%*$,A s%u-y *+ E-u a%i*na) &ns%i%u% s/ is
an authentic work done by me. This is to declare that all my work indulged in the completion of this
pro%ect.
D'T3 !ubmitted 1y4
PANKAJ K0MAR
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PRE1ACE
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In 61IT) "1' program has been designed keeping in mind the re7uirement of the companies in the
world at large. 8e) as student of 61IT are re7uired to undergo a summer internship in any industry
related to their field of interest after the completion of 9 nd sem) where the student have to prepare a
pro%ect report choosing a particular area of speciali*ation. 's the education of future manager would
be incomplete without any e posure to working in an organisation) summer training assignment is an
essential re7uirement for II nd year of "1' course) and the ob%ective of training module is to help
students understand the business environment well and e7uip us with the work culture of the industry
in the present era.
I have done my summer training on Ana)ysis *+ Busin ss Buying B ha"i*ur2 a S%u-y *+
E-u a%i*na) &ns%i%u% s/ at HCL Infosystem LTD. This period was marked by good e perience of
e posure and %oy. The first benefit is that I have got e posure and it has provided me with an
opportunity to know the environment) the practices) the practices) the system and problems involved
with retaining : increasing the market share of the organisation. During this time I was able toenhance my knowledge in the field of marketing.
The research was carried out in order to find out the Institutional Consumer 1ehavior towards
laptops in the working environment. This would help me immensely in my future learning of
marketing.
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TABLE O1 CONTENTS
,'$T ; 34 'C ;8L3D63"3 T 9-<
,'$T T8;4 D3CL'$'TI; =
,'$T TH$334 ,$3>'C3 ?
,'$T TH$334 3@3C0TI#3 !0""'$A B
,'$T >;0$4 ' 1$I3> I T$;D0CTI; ;> "A 8;$ I HCL I >;!A!T3" B-
,'$T >I#34 C;",' A ,$;>IL3 -==
,'$T !I@4 C;",' I3! ,;!ITI; I TH3 "'$ 3T =?-?
,'$T !3#3 4 LIT3$'T0$3 $3#I38 EF-EB
,'$T 3I6TH4 $3!3'$CH "3TH;D;L;6A EG-B<
,'$T I 34 ' 'LA!I! ;> D'T' B=- F
,'$T T3 4 C; CL0!I; - <
,'$T 3L3#3 4 $3C;""3 D'TI; =
1I1LI;6$',HA
' 3@0$3!
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E3EC0T&4E S0MMAR5
HCL Infosystems is India s premier information enabling and integration company. It has been able
to provide services of International standards to customers across India.HCL Infosystems focuses on
the ever-growing segment in Imaging) Telecom and services. ow it has an e clusive sale and
support partnership with Toshiba Corporation) /apan for sales and servicing of its imaging and
photocopier products.
The pro%ect seeks to understand the consumer purchasing pattern of laptops among 3ducational
Institutes. It also determines the consumer buying behaviour. The various factors which affect the
business buying behaviour are e plained in the paper. However a specific focus of this research is to
determine the perception of customer satisfaction in regards to the laptops. 8e have used the tools
such as 7uestionnaire and "icrosoft e cel.
In the findings we have come upon the most important attributes such as brand image) configuration)
e ternal features) offer and special promotional offers and warranty. The other factors whichinfluence consumers other than this is financing and insurance. 8e have also come across a mi ed
approach of advertisement and word of mouth and the use of laptop for study as well as for
entertainment purpose. Dissatisfaction among consumer is due to improper service which they are
getting and which is supposed to be provided.
>inally this report concludes by making a summary of the findings and various recommendations
have been provided to the company.
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person who is responsible for laptop dealings. He then show me the way to his office. I waited
sometime outside the office and then meet him. He welcomes me with his sincere attitude and
showed his interest in our proposal. He told me to mail all the information regarding HCL laptop
such as price details) 7uality : service. I took all the information as suggested by my mentor. Then I
visit ne t college i.e. I"$. I incorporate the same procedure in that college. the other one is 11DIT)
In this institute I face problem as the person whom I met was not showing any interest in my
proposal and it seems to be he want to get rid of my proposal but this is to be happen) as in the field
work we have to come across different type of individuals and their attitudes. 1ut as such I took out
some information and I learned a lot in this institute as to how to tackle such an individual who is not
interested in your product. 'fter this I visited other institutes nearby to it.
It was first e perience of mine as how to negotiate with the concerned person with whom we have
never met+ to approach them and to make listen to them of our proposal inspite of their uninterest.
The ne t instruction by my mentor is to visit institutes of 6reater oida. It is EF km appro . from
oida. I visited knowledge park III which is situated near pari chowk which is a famous place of
greater oida. I face a lot of difficulties in those institutes as it was not so much easy to meet the
concerned person .In first institute I visited didn t respond to me as it was e pected. He %ust gave me
the contact no. of the college) after that they will allow me to talk to the concerned person through phone. In some other institutes I get a warm welcome and the response of my proposal.
1y getting the e perience of the institutes of greater oida) I prepare a report of different information
which I gather in a file and handover it to my mentor.
8e have gathered following information such as4-
I. ame of the institute.
II. Hierarchy of purchasing'( Decision maker 1( ,erson to contact
• Contact no.• 3-mail ID
III. umber of laptop re7uired
I#.,reviously used laptop brand
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#. Configuration used
#I. 'ddress of the institute
#II. !ome other additional information
Can*$y 9$ ri n in HCL &n+*sys% ms L%-. -
The enterprise sales organi*ation of HCL Infosystems organi*es a canopy in Department of ,osts
which is a government organi*ation. 's it is not possible for everyone to get into such organi*ation)
therefore the concerned person who organi*ed the plan of canopy seek permission from
'dministrative Head of the Department of ,ost. 'fter getting permission from respective head) I was
asked by my mentor to accompany the team of HCL Infosystems who will be organi*ing the canopy.
The organi*ed canopy was of three days i.e. 9? th) 9Eth and 9 th /une. ;n 9? th /une) when we reached
Dept. of ,ost) we were re7uired to make a pass entry. !o+ a pass was made which make us able to
visit the government organi*ation. The letter which we got from 'dministrative head was shown so
that we were allowed to organi*e the canopy in the post of Dept.
This canopy was basically organi*ed by keeping in view the promotional campaign of HCL laptops.
The laptop promoted in the canopy is selective as they were given a special price on those products
by Head ;ffice of company which is much less than the actual market price. The models of laptop
promoted were of series
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how to handle the customer 7ueries. The most customers we have faced were not so much
interested as their behaviour determines so. The fre7uently asked 7uestions by the customer
are4-
'( 8eight of the laptop.1( Configuration.c( >eatures.D( 1attery 1ack-up.3( ,rice.The most important feature of HCL laptops are that their products are customi*ed. 8e have
also come across the competitors of HCL as they are much more interested in gathering
information about the price of laptop.The e perience of canopy was for a great help to me as I came across different types of
consumer and their behaviour.
COMPAN5 PRO1&LE
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. '1;0T C;",' A9. TI"3 LI 3 DI$3CT;$!
. T3CH ;L;6A L3'D3$!HI,9. 3D0C'TI; : T$' I 6 TH3 C;",' AB. TH3 HCL 'D#' T'63G. ,$;D0CT !3$#IC3
. ,$;D0CT! "' 0'L9F. ;$6' IK'TI; 'L HI3$'$CHA
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ABO0T COMPAN5
''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
Hindustan Computers Limited &HCL( was established in BE.HCL is a leading global
technology and IT firm. It comprises two companies listed in India) namely HCL Technologies
and HCL Infosystems.Its range of offerings span product engineering) technology and application
services) 1,;) infrastructure services) IT hardware) systems integration) and the distribution of
technology and telecom products. It is a leading 6lobal Technology and IT 3nterprise withannual revenues of 0! 9.? billion &I $ )FFF crores( with IT products and !ervices
contributing to revenues of over . billion.
The HCL team comprises over ortune FFF firms) including
leading IT and Technology firms.
Today) HCL sells more ,Cs in India than any other brand) runs orthern Ireland s largest 1,;operation) and manages the network for 'sia s largest stock e change network apart from
designing *ero visibility landing systems to land the world s most popular airline.
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T&MEL&NE
'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
A3'$ HI6HLI6HT!
BE
->oundation of the company lay.
-Introduces microcomputer-based programmable calculators with wide
acceptance in the scientific education community.
BB
-Launch of the first microcomputer-based commercial computer with a $;"-
based basic interpreter.
-0navailability of programming skills with customers results in HCL developing
bespoke applications for their customers.BG -Initiation of application development in diverse segments such as Te tiles)
sugar) paper) cement) transport.GF ->ormation of far 3ast Computers Ltd.) a pioneer in the !ingapore IT market) for
!I &!ystem Integration( solutions.G -!oftware 3 port Division formed at Chennai to support the bespoke application
development needs of !ingapore.
G<
-HCL launches an aggressive advertisement campaign with the theme Meven a
typist can operate to makes the usage of computers popular in the !"3 &!mall
and "edium 3nterprise( segment. This proposition involved menu-based
applications for the first time) to increase ease of operations. The response to the
advertisement was phenomenal.
-HCL develops special program generators to speed up the development of
applications.
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-'c7uires and sets up fully owned subsidiaries in 0!' and 0 .
-!ets up fully owned subsidiary in 'ustralia.
-HCL ties up with 1roadvision as an integration partner.
-Initial ,ublic ;fferings made by HCL Technologies Ltd.
9FFF
-!ets up fully owned subsidiary in 'ustralia.
-Chennai and Coimbatore development facilities get !3I level = certification.
-1ags award for top ,C #endor in India.
-1ecomes the st IT company to be recommended for latest version of I!;
FF 49FFF
-1ags "'IT s 'ward for 1usiness 3 cellence.
$ated as o. IT 6roup in India.9FF -Launched ,entium I# ,Cs at below $s.=F) FFF.
-IDC rated HCL Infosystem as o. Desktop ,C Company of 9FF .
-HCL Infosystem becomes largest hardware company.
9FF9
-Declared as Top ,C #endor by Data7uest.
-HCL Infosystem and !un "icrosystems enter into an 3nterprise Distribution
'greement.
-$ealigns businesses) increasing focus on domestic IT) communications and
Imaging products) solutions and related services.
-!oftware businesses of HCL Infosystem and HCL Technologies merged.
9FF<
-1ecame the first vendor to register sales of ?F)FFF ,Cs in a 7uarter.
->irst Indian company to be numero uno in the commercial ,C market.
-3nters into partnership with '"D.
-Launched Home ,C for $s. ) .
-HCL Infosystem Info !tructure !ervices division received I!; FF 49FFF
certification.
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-Launches Infiniti "obile desktops on Intel ,latform.
-Launched Infiniti ,Cs) 8orkstations and servers on '"D platform.
-Largest 1,; order ever outsourced to an Indian 1,; firm) won from 1ritish
Telecom.
9FF=
- st to announce ,C price cut in India) post duty reduction) offers 3*eebee at
$s. B F.
-IDC India 2DJ Customer !atisfaction 'udit rates HCL as no. 1rand in
Desktop ,Cs.
-"aintains o. position in the desktop ,C segment for year 9FF
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9FF?
-Launch of HCL ,C for India. a fully functional ,C priced at $s. ) F -
-$ated as the o. Desktop ,C company by IDC India 2Data7uest.
-1est 3mployer 9FF? with five star ratings by IDC India-Data7uest.
-The most customer $esponsive company 9FF? .
-IT Hardware Category by the 3conomic Times-'vaya 6lobal Connect.
-Top ?F fastest growing Technology Companies in India : Top ?FF fastest
growing Technology Companies in 'sia ,acific by MDeloitte : Touche .
-MBth I3T3-Corporate 'ward 9FF? for performance e cellence in the field of
computers : Telecommunication !ystems by I3T3.
-M1est 1hoomi 1rand 9FF? by
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9FFE
notebooks brand-MHCL Leaptops .
-ID1I selects HCL as !I partner for FF branches ICT Infrastructure rollout.
-HCL Infosystem showcases Computer solutions for the $ural market in India.
-HCL !upport wins the DJ channels-9FFE 6;LD award for best 'fter !ales
!ervice on a nationwide customer satisfaction survey conducted by IDC.
-HCL Infosystem first in India to launch the new generation of High
performance !ervers platform ,owered by Intel Dual-Core @eon ?FFF
,rocessor.
-HCL forms a strategic partnership with ',,L3 to provide sales and service
support for i,ods in India.
-3nters into partnership with Casio.
-HCL establishes its manufacturing facility at 0ttaranchal.
-HCL completes
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9FFB
-HCL introduces eco-efficient otebook ,Cs complying with $oH! directive.
-HCL unveils initiative to create industry ready ICT professionals-launches HCL
career development centers.
-HCL launches Mdatacenter in a bo -a simplified IT infrastructure solution in a
Mbo Mtargeted at small and medium enterprises.
-HCL breaks the one terabyte storage barrier in computers-launches India s first
Mone terabyte personal computer.
- odak and HCL ink agreement to distribute digital cameras in India.
-HCL launches India s first multilingual ,;! printer HCL star-T!, BFF)
designed e clusively for the needs of rural retailers.
-HCL unveils enterprise class E crores server-India s first server with E
computing crores in a B-inch &=u( form factor.
-Launches a new range of eco-efficient desktop ,Cs) complying with $oH!
directive.
-HCL launches 3T"'@+ suite of networking products and solutions e pands
its portfolio for emerging enterprises.
-HCL announces M!I !ystem Integration ,ortfolio-'c7uires a niche
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1anking !oftware ,roduct Company.
9FF
-HCL Infosystem announced a %oint venture with okia to sell mobile
entertainment and value added services directly to consumers in India.
-$anked o. by DJ-IDC MCustomer !atisfaction 'udit 9FFG-F .
-MHCL Touch ) a network of ?F? company owned customer touch points and
enhanced service capacity that reaches out to over =FFF towns across the
country.
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COMPONENTS H&ND0STAN COMP0TERS L%-.
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HCL &N1OS5STEM
''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
HCL Infosystem Ltd.is one of the pioneers in the Indian IT market) with its origin in BE.HCL
Infosystem Ltd.with revenue &TT"( of 0! 9. 1n &$s. 9 E9 crores( is India s premier
information enabling and ICT !ystem Integration company offering a wide spectrum of ICT
products that includes Computing) !torage) etworking) !ecurity) Telecom) Imaging and
$etail.HCL is a one-stop-shop for all the ICT re7uirements of an organi*ation.
India s leading !ystem Integration and Infrastructure "anagement !ervices organi*ation) HCL
has speciali*ed e pertise across verticals including Telecom) 1>!I) 3-6overnance and
,ower.HCL has India s largest distribution and retail network) taking to market a range of Digital
lifestyle products in partnership with leading global ICT brands) including
okia)'pple)Casio) odak)Toshiba)1ull)3ricsson)Cisco)"icrosoft) onica "inolta and many
more.
HCL today has India s largest vertically integrated computer manufacturing facility with over
three decades of electronic manufacturing e perience. HCL desktops are the largest selling brand
into the enterprise space. 8ith India s largest ICT services network that reaches to every corner
of India) HCL s award winning !upport services makes it the preferred choice of enterprise and
consumers alike.
HCL Infosystem operates in four broad segments- IT Hardware) Technology !ervices) !ystems
Integration and Distribution of Technology and Telecom ,roducts. The company has
conceptuali*ed the et. !trategy to address the 3-commerce market.HCL Infosystem has added
both Internet-focused solution and skill sets. >or this) it has ac7uired critical e pertise in 3-
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commerce development tools. It has also developed the ability to integrate 3-commerce
infrastructure with enterprise application such as !',) C$" and !C".Infrastructure essentials
such as comple networking) network management) security and post implementation facilities
management also form part of this strategy.
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ENTERPR&SE SALES ORGAN&SAT&ON (ESO!
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The 3nterprise !ales ;rgani*ation &3!;( of HCL Infosystems is by far the most admired direct
sales force in the Indian IT industry. The 3!; addresses the vertical markets of finance) banking)
telecom) I!,s and manufacturing.
It also targets the government) education) power and utilities segments) with a nationwide footprint
through a presence in nine ma%or cities+ the 3!; gives a face to the company. It has been a prime
deliverer of enterprise solution in India and has build long standing relationships with customers
across industries) over the last two decades.
The 3!; as a flag bearer of the company has had a tradition of creating and opening up unknown
and nascent markets in the country. 1e it the markets for office computing way back in G ) 0 I@
based computers in GG) or C'D C'" computing in G ) the 3!; has carried on the tradition of
breaking barriers.
This year saw a series of successful initiatives including www.ow which covered a broad range of
I!, solutions and Linu e pertise&telephonic and email support for Linu ) the famous open source
operating systems(.The 3!; has also been instrumental in making Hewlett ,ackard) a brand of
choice in the Indian $I!C 0 I@ marketplace. 8ithin HCL Infosystems Internet thrust) it will offer
a range of related services to its customers.
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http://www.ow/http://www.ow/http://www.ow/
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1RONTL&NE
'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
The pioneer in value- added offerings to personal computer &,C( users) >rontline Division is the
distribution arm of HCL Infosystems. The division focuses on providing solutions and value-added
services to small) and medium corporate) the office home office and the home buyer chain of over
FF HCL stores) and 9F? partners across FF cities) termed the support et.
The division has also made a significant foray into the packaged software market by setting up the
Info soft 6roup. >rontline also offers innovative support services such as Tele !upport for HCL
hardware products from "icrosoft) ovell and Linu + and hardware maintenance services
technology upgrades) helpdesk and messaging solutions.
The division has translated company s e-Commerce focus by setting up shop on the web at
www.hclshop.com .This is fast on the way to becoming a virtual one-stop supermarket. Through its
CybercafR and the Info iosk solution) the Division has succeeded in spawning a new generation on
the net.
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http://www.hclshop.com/http://www.hclshop.com/http://www.hclshop.com/
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O11&CE A0TOMAT&ON (OA!
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HCL Infosystems ;ffice 'utomation Division &;' Division( is poised to leverage the convergence
between IT) communication and office automation through its products and service offerings. The
;' Division has an e clusive sales and support partnership with Toshiba Corporation) /apan for its
photocopier products. Its products portfolio covers a range of other office and communication
products through alliances with the world from okia) Du prints from Duplo) and telecommunication
solution from !amsung and 3ricsson. Its network has E? independent dealers) who stock and sell
consumables for peripherals and devices. It also offers direct field support spanning G? locations)
through ? regional offices and 9F area offices assisting B= service locations.
The service is also e tended a large base of installed products through its test and $epair
Centre s&T$Cs(.These T$Cs are manned by =?F customer engineers and EG managers located across
India) with a head office at oida and a !pares T$C at Chennai.
The centers also provide upgrades to e isting customers) keeping them abreast of cutting edge
technology at all time. >inally) the division also offers 1ring-In-"aintenance services for a range of
products such as okia mobile phones and accessories) and H, peripherals.
NOTE 4-3arlier HCL Infosystem has three divisions i.e. >rontline) ;ffice 'utomation and 3nterprise
!ales ;rganisation. ow) 3nterprise !ales ;rgani*ation merges with >rontline.
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B0S&NESS H&GHL&GHTS
''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
a( 1ecame the first Indian company to break the ;ne Terabyte storage barrier in ,Cs with the
launch of HCL T1 ,C.
b( Launched first Juad-!ocket High-3nd 3nterprise server)HCL 6L =BFF >C based on Intel s
latest B
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The Base
___________________________________________________________________
Vision
STogether we create the enterprises of TomorrowS
Mission
STo ,rovide 8orld-Class Information Technology !olutions and !ervices to enable our Customers to
serve their Customers 1etterS
Core Values
8e shall uphold the dignity of the individual
8e shall honor all commitments
8e shall be committed to Juality) Innovation and 6rowth in every 3ndeavour
8e shall be responsible corporate citi*ens
'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
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BOARD O1 D&RECTORS
a! Shi" Na-ar>ounder Chairman : Chief !trategy ;fficer-HCL Technologies
6! 4in % NayarC3;) HCL Technologies
! A:ai Ch*7-hry>ounder Chairman : C3;-HCL Infosystems
O%h r -ir %*rs ar 2,
A! T S R Su6ramanian.B! R*6in A6rams.C! Su6r*%* Bha%%a harya.D! Ama) Gangu)i.E! Pr*6ir Chan-ra S n.
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Technology Leadership
_____________________________________________________________________
HCL Infosystems is known to be the harbinger of technology in the country. $ight from our
inception we have attempted to pioneer the technology introductions in the country either through
our $:D or through partnerships with the world technology leaders.
0sing our own $:D the Company has
Created our own 0 I@ : $D1"! capability &in GFs(.
Developed firewalls for enterprise : personal system security.
Launched our own range of enterprise storage products.
Launched our own range of networking products.
HCL strive to understand the technology from the view of supporting it post installation as well. This
is one of the key ingredients that go into our strategic advantage. HCL Infosystems has to its claim
several technology pioneering initiatives) some of them are4
Country s first Desk Top ,C 2 1usy 1ee in G?.
Country s first branded home ,C - 1eanstalk in ?.
Country s first ,entium = based ,C at sub =Fk ,rice ,oint.
Country s first "edia Center ,C.
'part from all this HCL has the 'dvantage of having more than 9FFF channel partners covering the
entire length : breadth of the country. The products are manufactured at two I!; FF certified
state-of-the-art manufacturing facilities at ,ondicherry. 8ith a mission to provide world-class
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information technology solutions and services to enable its customers to serve their customers better)
HCL Infosystems is forever setting new standards of IT in the country
ED0CAT&ON ; TRA&N&NG
''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
HCL s high-end ICT 3ducation : Training business also announced strategic tie-ups with leading
international IT training giants like "icrosoft) $ed Hat and ;racle as their authori*ed training
partner to deliver the training for their certification programs.HCL CDCs also entered into
institutional tie-ups with several engineering colleges all across India) to offer their students courses
in cutting edge IT Hardware) "iddleware and etworking technologies.
AWARDS ; RECOGN&T&ONS
'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
a( HCL was recogni*ed as the M"ost preferred ,C 1rand at the prestigious C 1C '8''K
Consumer 'wards 9FFB announced in "umbai in 'ugust 9FFB.
b( HCL Infosystems was ranked among the top two IT companies in the annual Data7uest-IDC 1est
3mployers !urvey 9FFB in a glowing recognition of its industry leading H$ practices and the
resultant employee satisfaction.HCL has consistently ranked among the MTop < IT employers in the
country ) for the last three years in the Data7uest 2IDC 1est 3mployer !urvey.
c( HCL won awards in M3nvironment "anagement and MJuality categories at the 3lcina-Dun :
1radstreet 'wards for 3 cellence in 3lectronics) 9FFE-FB.
d( okia has recogni*ed HCL consecutively for last two years with the M okia 3 cellence 'ward for
!ales : Distribution) 'sia ,acific 9FFB.
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Partn r!"#$!
555555555555555555555555555555555555555555555555555555555555
To provide world-class solutions and services to all our customers) HCL have formed 'lliances and
,artnerships with leading IT companies worldwide. HCL has always prided itself on its partnership
engagements. ,artner models are also evolving in the technology industry. Innovation has e tended
into the ecosystem and community based engagements are coming into play. HCL has also enhanced
its relationships with partners and is creating a variety of innovative partnership models) with variousapproaches to risk-reward sharing. !ome of the notable partner engagements are)
During the Year 1991-96 HCL Created the H !rand "or co#puters in $ndia
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%cripting an era o" Co#puting across the Microprocessor in the year 19&1
Do#inant osition into the Mo!ile Mar'et across $ndia in year 1996
ro(ides $T ser(ices in the Year )**+
%trategic ,elationship that has seen co#puter e(ol(e "ro# co#puting de(ice in the year 19&
These alliances on one hand give us access to best technology : products as well enhancing our
understanding of the latest in technology. ;n the other hand they enhance our product portfolio) and
enable us to be one stop shop for our customers.
555555555555555555555555555555555555555555555555555555555555555555555555555555555
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/anF )9FF 'nnounces an alliance with C"! college of engineering to launch HCL 9
'cademy in amakkal town &Tamil adu(.
/an B)9FF HCL Infosystem announces an alliance with business school of Delhi to launch
HCL 9 'cademy in 6reater oida./an9G)9FF okia Corporation announces to set up a %oint venture with HCL Infosystems to
sell mobile value added services directly to consumers in India.
.uality olicy *+ HCL
,erfect human physical fitness is determined by a complete check up. In the same way the health
report of instruments are made up by this section.
The 7uality policy of HCL Infosystem is4
/0e shall deli(er de"ect-"ree products ser(ices and solutions to #eet the re2uire#ents o" our
e3ternal and internal custo#ers the "irst ti#e e(ery ti#e4/
To e ist as a market leader in a globally competitive marketplace) organi*ations need to adopt and
implement a continuous improvement-based 7uality policy.
;ne of the key elements to HCL s success is its never-ending pursuit of superior 7uality in all its
endeavors.
HCL Infosystem believes in the Total Juality "anagement philosophy as a means for continuous
improvement) total employee participation in 7uality improvement and customer satisfaction. Its
concept of 7uality addresses people) processes and products.
;ver the last
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The History of structured 7uality implementation in HCL Infosystems began in the late GFs with
the focus on improving 7uality of its products by using basis JC tools and >ailure $eporting and
Corrective 'ctive !ystems &>$'C'!(. HCL also works on its concurrent engineering practices
including design reviews) and rigorous reliability tests to uncover latent design defects.
In the early Fs) the focus was not merely on the 7uality of products but also the process 7uality
systems. ;ur manufacturing unit at ;ID' was certified initially to I!; FF94 = by 1ureau
#3$IT'! Certification in = and later on to I!; FF 4 = in B. 's of now) all our
manufacturing units are certified by 1ureau #3$IT'! Certification as per I!; FF 49FFF and I!;
=FF 4 9FF=
In early ?) a ma%or 7uality initiative was launched across the company based on ,hilip 1.
Crosby s methodology of JI," &Juality Improvement ,rocess "anagement(. This model was
selected to because it considered the need and commitment by an organi*ation to improve but more
importantly) the individual s need towards better 7uality in his personal life.
0nder our Juality 3ducation !ystem program) we train our employees on the basic concepts and
tools of 7uality. ' number of improvement pro%ects have been undertaken by our employees)
whereby process deficiencies and bottlenecks are identified) and Corrective 'ction ,ro%ects &C',s(are undertaken. This reduces defect rates and improves cycle times in various processes) including
personal 7uality.
8e have received "'IT s Level II recognition for 1usiness 3 cellence for our initiatives in the
Information Technology Industry) adding another commendation to our fold. "'IT s Level II
recognition is based on the 3uropean >oundation for Juality "anagement &3>J"() for gaining
7uality leadership and business competitiveness.
;ur certifications awards in 9FF< include I!; FF -9FFF by 1ureau #3$IT'! Certification for
our Info !tructure !ervices and award of >irst ,ri*e by 3LCI ' &3lectronic Component Industries
'ssociation( for Juality) 9FF9-F
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The trust for continuous 7uality improvement is never-ending in HCL Info systems. 8e always strive
to maintain high 7uality standards) which help us fulfill our mission to provide world-class
information technology solutions and services) to enable our customers to serve their customers
better.
Th HCL A-"an%ag
In the emerging net economy) IT infrastructure ,lays the role of a ,owerful business enabler to
improve your business processes) to help you focus on your goals and strategies and more
importantly) to help you serve your customers better. IT Infrastructure demands constant change
latest technology) reliable operations and high availability. Leaders like you) in the process of
selecting the best of breed in technology) re7uire integrating different solutions from various vendors.Thus a situation where you need a strong reliable and trusted partner committed to deliver beyond
%ust services.
!taying competitive in today s dynamic business environment means finding new ways to reduce
costs while ma imi*ing the value of your technology and personal resources) "ore than ever) your
ability to Sdo more with lessS determines how successful your organi*ations will be. 1y channeling
our in-depth e pertise gained from over 9G years of IT Domain e perience. 8e provide a full
bandwidth of services specifically designed to meet your complete IT needs) and as a single window
for completing business solutions wherever you are located.
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Pr*-u %s ; S r"i s
HCL Info !ystem portfolio of products covers the entire spectrum of the information technology
needs of its customers.
1y virtue of the immense diversity of markets and customers that it addresses) HCL Info !ystem
products offerings include everything from high end enterprise level servers for mission critical
applications to multimedia home computers.
Aou may be a large multi-location company e ploring solutions to e-enable your organi*ation or you
may be a new born rising star looking for someone for IT planning or setting up your IT
Infrastructure) HCL Info !ystems has a solution tailor-made for you.
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1ig @ S r"i s *+ HCL &n+*sys% m
$4T4 Hard5are
HCL Info !ystems portfolio of products covers the entire spectrum of the information technology
needs of its customers. 1y virtue of the immense diversity of markets and customers that it
addresses) HCL Info !ystems products offerings include everything from high end enterprise level
servers for mission critical applications to multimedia home computers.
Teleco# and $#aging roducts and ,etail
HCL covers a range of telecom and imaging products including enterprise networking. HCL tied up
with okia in ? with the sale and services of okia mobile phones in India.
et5or'ing and et5or' $ntegration
etworks are multiplying day by day in every organi*ation. !ystems are becoming more : more
dependent on the availability of data resources of various departments divisions locations of an
organi*ation and thereby increasing the load and re7uirements of etworks. The well known
networked applications such as 3mail) Internet Intranet) 6roup8are solution) $elational Databases
render the users completely in-effective services) in the event of network shutdowns.
etwork "anagement involves etwork "onitoring of 1andwidth 0tili*ation) etwork 3rrors
Collisions) etwork Troubleshooting) Day-to-day etwork ;perations) etwork performance
monitoring) Tuning etwork ;perating !ystem and advice action plan.
Covering all services involving infrastructure services) networking) security and facility
management) HCL offers end to end in Hardware solutions like.
Liaison with networking hardware support provider for all hardware related problems.0se the "! & etwork "anagement !oftware( tool available with the customer &if not) then
to be made available( to monitor the functioning of etwork.
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0se the special device software tool for monitoring the port network traffic and take
appropriate action or recommend preventive actions. &Device !oftware tool to be made
available by the customer.(
Co-ordinate with cabling warranty providers for repair of faulty points) cables and otherrelated issues.!etup etwork >ile !ystem - >! - Configuration of files and folders for sharing across the
network.!etup etwork Information !ervice 2 I! !etup Domain ame !ervice 2 D !. !etup Heterogeneous etworking.!etup Dynamic Host Configuration ,rotocol 2 DHC,. ,rovide detail documentation for all the above-mentioned activities.
7acilities Manage#ent
Today IT assets have become widely distributed and less visible. "any organi*ations are spending a
very high portion of their technology budget on Ssoft costsS like purchasing) installing) managing)
administration) troubleshooting) training) recruitment) etc for supporting the IT Hardware and
!oftware. !o if your systems are critical to the operation of your business) downtime can have a
disastrous impact on production) customer satisfaction and revenues.
8e are in the business of helping customers to use their e7uipment better. ;ur >acilities
"anagement !ervices are a comprehensive set of services that helps customers to fully utili*e their
IT investments by improving availability) reliability and performance. 8e achieve this by offering a
complete portfolio of customi*ed services and e pertise) from planning and design to procurement)
installation) integration) migration assistance to system management) telephone support and on-site
hardware and software fi es.
Through our Total >acilities "anagement !olution) we offer a range of service options) customi*ed
to the specific re7uirements of yours. These include4
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Helpdesk !ervices
etwork Consulting
etwork Implementation and "anagement
'sset "anagement etc.
'll this helps customer in deriving ma imum value from the investment in IT hardware and
software.
'part from all these services HCL Info !ystem has the following ,roducts.
Desktop Computers
Laptops
!ecurity !ystem
Terminals
!ervers
8orkstations
!ervers
etworking ,roducts
!torage solutions.
PROD0CTS MAN0AL
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HCL Infosystems portfolio of products covers the entire spectrum of the information technology
needs of its customers. Its products offerings include everything from high end enterprise level
servers for mission critical applications to multimedia home computers.
'( C;",0TI 6 ,$;D0CT!4-
A! C*nsum r H*m ; H*m O++i ,. H*m PCs, It includes the following products-
• HCL 1eanstalk classic K
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• HC" ?GF "• HC" G? $>"• HC" ? F L!'• HC" ?G9
C( !T;$'63 !;L0TI; !4-
HCL S%*rag S*)u%i*ns 4-HCL >D' ?FFHCL '! 9BFF !;HCL 3C; !tor !C!I-!'T' $'ID 'rrayHCL Infostor !C!I /1;Duan%um S%*rag S*)u%i*ns
Li6rary
• ,@ ?F9 Tape Library• !calar 9=• !calar i?FF• ,@B9F
Au%*)*a- r,
• !uperloader<
S%an-a)*n Dri" rs,
LT; 6en III
LT; 6en II
)*gi S%*rag S*)u%i*ns (HBA Car-s!
JL' 9=EFJL3 9=EFJL' 9=E9
&ngrasys NAS S%*rag S*)u%i*ns
G=9F $ ==9F $
D( !;>T8'$3 LIC3 !34-
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To provide end-to-end solutions to customers) HCL has partnered with many leading companies to
provide software licenses such as-
•
'dobe• 1roadvision• I1"• Linu• "c'fee 'ntivirus : 'ntispam• "icrosoft• ovell• ;racle• !',
3( DI6IT'L LI>3!TAL3 ,$;D0CT! : !;L0TI; !4-
HCL Infosystems provide digital lifestyle products : solutions such as-
• 'pple• HCL IT ,eripherals• ingston• odak • intendo•
okia• ,lantronics• !andisk
>( !3C0$ITA ,$;D0CT!4-
• HCL Infowall• HCLInfo!ecu'ccess• HCL Info#, e• HCL Info!urveillance• HCL Info!ecuDesk-1iometric Logon• HCL Info!ecuDesk-!martCard Logon• HCL InfoLoad1alancer • HCL Info'ttendance• HCL Info'ttendance -1iometric 1 !eries• HCL Info'ttendance -!mart Card ! !eries
SER4ERS
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HCL presents power packed performance through its wide range of servers to choose from. The wide
ranges of servers are designed to respond to changing business needs. They provide the perfect
building block necessary to run the business.
&NTEL SER4ERS• 1ack-end Datacenter !ervers• HCL Datacenter in a bo• $ack optimi*ed !erver !olutions• ,edestal !erver !olutions• 3ntry level !ervers
&n+ini%i 3 ) )in S r" rs. Infiniti @cel Line 9FF ,$ with n#IDI' geforce E ?F chipset
9. Infiniti @cel Line 99FF A' with n #IDI' "C, ?? ,ro chipset=== 43• W&NB === B4• W&NB === B43• W&NB === 43
6! H0TS• H0T!-GFFF #9
! T rmina)s• Tur6*% rm
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COMPAN5FS POS&T&ON &N THE MARKET. >'CT;$! >;$ TH3 !0CC3!! ;> TH3 HCL I >;!A!T3" LTD
9. 0!,&0 IJ03 !3LLI 6 ,$;,;!ITI; ( ;> HCL I >;!A!T3";$ L',T;,!=. !8;T ' 'LA!I! ;> HCL I >;!A!T3"?. "'$ 3T !H'$3 ;> TH3 C;",' AE. C;",3TIT;$! ' 'LA!I!B. 3A T$3 D!
48
GeneralManager
Corpora e
GeneralManager!e"eral
Dep# $GeneralManager
Dep# $GeneralManager
%#&'ne&&Manager
%#&'ne&&Manager
())o#n &Manager
())o#n &Manager
Sr* Sale&E+e)# ',e
Sr* Sale&E+e)# ',e
Sale&E+e)# ',e
Sale&E+e)# ',e
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1ACTORS 1OR THE S0CCESS O1 HCL &N1OS5STEMS LTD .
A! POWER10L BRAND &MAGE, HCL has a strong brand image in India and abroad. It has invested in building a brand recall in
the minds of its customers through advertising and 7uality products. HCL brand image coupled
with its strong customer relationship have helped the company in creating value for its clients.
1rand image was leveraged by HCL to win some big contracts in 0 market. It has collaborated
with many companies whose products and solutions are in line with its business segments) such
as okia in Telecom) '"D in hi-tech solutions to provide better customer service.
B! E3PER&ENCED TEAM -HCL has superior human resource 7uality. HCL Infosystem carried with it a rich and diversified
e perience. This ensured a thorough understanding of client re7uirements. The company also
lays special emphasis on developing the skills of its employees. It provides regular training to its
employees for developing their skills. The e perience and sound domain knowledge e7uips
employees with an in-depth understanding of problems and helps in providing 7uality inputs that
lead to better 7uality solutions for its customers.
C! GLOBAL STRATEG5 -The company has established subsidiaries across globe to sustain growth. It has set up
subsidiaries in the 0!') /',' ) the 0 and 'ustralia etc) which aided in penetrating the global
market. The company believes in the philosophy of M %hin8 g)*6a) an- a % g)*6a)F . Its global
delivery system is based on the strength of its local employees) who understand the geography of
its subsidiary and provide services in collaboration with its technological competence.
D! BLENDED SOL0T&ONS -HCL has been able to offer its different services under one umbrella. There is a synergy betweenthe different operations of the company. It is among the few companies that provide support
services to its clients through its office located in Ireland. The company leverages its support
operations in Ireland and in India to provide valuable support solutions to its clients. It provides
support solutions for its 3uropean clients through its Ireland centre due to local skill presence.
The centre transfers its low-end functions to its sister operations in India) thus freeing its
resources to concentrate on high end functions.E! PROD0CT PLANN&NG -
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. ew products are being launched timely and product renovations also take place.9. ,rice) >eatures) ,ackaging) Juality and 'dvertisement are also taken into account according to
re7uirement of the customer.
>! PR&C&NG POL&C&ES -
. To provide minimum margin for getting competitive advantage against competitors. 9. HCL believes in wealth ma imi*ation rather than profit ma imi*ation.
0SP (0ni u S ))ing Pr*$*si%i*n! O1 HCL &N1OS5STEM 4-
. C;",3TITI#3 ,$IC3- HCL Infosystem effectively met the onslaught of the "ultinationalwith a ??P growth in its notebook unit shipments. The Leaptop range which targets both
commercial and consumer segments) saw HCL aggressively targeting the consumer space
through a dedicated micro site for leaptops.HCL put up tough competition to 'C3$ in terms
of pricing and product mi for its consumer notebooks which started from a price of
$s.
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MARKET SHARE O1 THE COMPAN5
Laptops market has been growing at a greater pace in India and its market share would be about
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Ta6) @2 &n-ian N*% 6**8s shi$m n%s an- gr*7%h 6y +*rm +a %*r2 @
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These top five players controlled the market and made up for B P of the total notebook
shipments.
HP penetrated the market with entry level to top-end ultra portables. Its product offerings are well
defined across consumer and commercial segments. In line with that H, launch new notebooks in
four categori*ed standard&s() business &b() professional &p( and workstation &w(.The intention behind
this nomenclature is to better connect with customers. H, also introduced a new range of commercial
notebooks over the year.
L n*"* being a very young brand in India has considerably e panded the Think,ad and launched its
own branded consumer notebooks. 't the end of the fiscal Lenovo launched a new consumer ,C
brand called Idea. In line with that it launched notebooks on the Ideapa7 range. These are consumer-
focused notebooks and hence took into consideration features a home customers look at Dolby
sound) dedicated game controls etc. Lenovo involved channels in both sales models relationship and
transaction. The transaction model caters to mid-markets while the relationship model is more tuned
to large enterprise orders.
A r attributes the impressive growth to a global design overhaul on the 6em stone design coupled
with its aggressive strategy in attacking the consumer space) where its core strength in notebooks
lies. Hrithik $oshan) brought in as the brand ambassador) worked remarkably well for the company
in establishing the brand in India. ' few years back Dell notebooks in India were found in only large
enterprise) but in the last couple of years that scenario has considerably changed. 'cer also offered
aggressively priced '"D-based laptops. Dell is bullish about the uptake of this low cost notebook by
verticals like education and home.
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KE5 TRENDS
The bigger market in the notebook space is for $s.
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-It denotes downward change.
-It denotes unchanged.
This category saw the biggest drop in satisfaction of nearly = points.HCL Comnet and 8ipro
declined the least in satisfaction scores) both thus gaining sharply in rank.
The table lists scores derived from CI; responses to a range of 7uestions which are based on top two
parameters.
Ta6) 2,IT services4 The top two parameters-
S r"i *++ ring &n-us%ry CMS HCL
C*mn %
HCL
&n+*sys% m
HP &BM TCS
CMC
S&15 Wi$r*
.'bility to
support multi-
location
G=.E GF. GE.B G9.E G?.G G .G G9.= G9.9 GB.=
9.!cope of
service provided
G .B B . G=.B G .B G
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L&TERAT0RE RE4&EW2
. 10!I 3!! 10AI 6 13H'#I;0$ 9. ";D3L ;> 10!I 3!! 10AI 6 13H'#I;0$ 10!I 3!! 10AI 6 13H'#I;0$ =. >'CT;$ '>>3CTI 6TH3 10!I 3!! 10AI 6 13H'#I;0$ ?. 10!I 3!! 10AI 6 ,$;C3!!E. 10!I 3!! 10AI 6 $;L3
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B.
B0S&NESS B05&NG BEHA4&O0R
1usiness buyer behaviour refers to the buying behaviour of the organi*ations that buy goods and
services for use in the production of other products and services that are sold) rented) or supplied to
others. It also includes the behaviour of retailing and wholesaling firms that ac7uire goods for the
purpose of reselling or renting them to others at a profit. In the business buying process) a business
buyer determines which products and services their organi*ations need to purchase) and then find)
evaluate) and choose among alternative suppliers and brands.
In some ways) business markets are similar to consumer markets. 1oth involve people who assume
buying roles and make purchase decisions to satisfy needs. However) business markets differ in
many ways from consumer markets. The main differences are in the market structure and demand)
the nature of the buying unit and the types of decisions and the decision process involved. 1usiness
markets involve far more dollars and items than do consumer markets. >or e ample) think about the
large number of business transactions involved in the production and sale of a single set of 6oodyear
tires. #arious suppliers sell 6oodyear the rubber) steel) e7uipment) and other goods that it needs to
produce the tires. 6oodyear then sells the finished tires to retailers) who in turn sell them to
consumers. Thus many sets of business purchases were made for only one set of consumer
purchases. In addition) 6oodyear sells tires as original e7uipment to manufacturers) who install them
on new vehicles) and as replacement tires to companies that maintain their own fleets of company
cars) trucks) buses) or other vehicles.
"odel of 1usiness 1uyer 1ehaviour-
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't the most basic level) marketers want to know how business buyers will respond to
various marketing stimuli. In this model) marketing and other stimuli affect the buying organi*ation
and produce certain buyer responses. The marketing stimulus for business buying consists of the four
, s4 product .price) place) promotion. ;ther stimuli include ma%or forces in the environment4
economic) technological) political) cultural and competitive. These stimuli enter the organi*ation and
are turned into buyer responses4 product or service choice+ supplier choice+ order 7uantities+ and
delivery) service) and payment terms. In order to design good marketing mi strategies) the marketer
must understand what happens within the organi*ation to turn stimuli into purchase responses.
8ithin the organi*ation) buying activity consists of two ma%or parts4 the buying centre) made up of
all the people involved in the buying decision) and the buying decision process. The model shows
that the buying centre and the buying decision process are influenced by internal organi*ational)
interpersonal) and individual factors as well as by e ternal environmental factors.
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>igure 4 M*- ) *+ Busin ss Buy r 6 ha"i*ur.
Buy r R s$*ns s
@. Pr*-u % *r s r"i h*i .
. Or- r uan%i%i s.
. D )i" ry % rms an- %im s
. S r"i s % rms.
. Paym n%.
66
Th n"ir*nm n%"arketing
stimuli
;ther stimuli
,roduct
,rice
,lace
promotion
3conomic
Technological
,olitical
Cultural
Competitive
Th 6uying *rgani a%i*n
Organi a%i*na)in+)u n s.
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T5PES O1 B0S&NESS B05&NG BEHA4&OR
This is to be e tensively divided in four types4 -
. !traight $ebuy 2 ,, In this buyer approves the purchasing on the basis of the past buying recordsand satisfaction with suppliers. NInO suppliers try to maintain product and service 7uality. They often
propose automatic reordering systems so that the purchasing agent will save reordering time. N;utO
suppliers try to offer something new so that the buyer will consider them.
9. "odified $ebuy4 ,, In this buyer wants to modify product specification) prices and deliveryre7uirements. NInO suppliers may become nervous and feel pressured to put their best foot forward to
protect an account. N;utO suppliers may see the modified $ebuy situation as an opportunity to make
a better offer an gain new business.
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>'CT;$ '>>3CTI 6 10!I 3!! 10AI 6 13H'#I;$4
En"ir*nm n%a) 3conomic
,olitical
Cost of "oney
Competition
Technological
Organi a%i*na) ;b%ective
,olicies
,rocedures
!tructure
&n% r P rs*na) 'uthority
!tatus
3mpathy
&n-i"i-ua) 'ge
3ducation
Income
B0S&NESS
B05ER
En"ir*nm n%a) +a %*rs play a ma%or role. >or e ample) buyer behaviour can be heavily influenced
by factors in the current and e pected economic environment) such as the level of primary demand)
the economic outlook) and the cost of money. "any companies now are willing to buy and hold
larger inventories of scarce materials to ensure an ade7uate supply.
1usiness buyer behaviour is also influenced strongly by *rgani a%i*na) +a %*rs. 3ach buyingorgani*ations has its own ob%ectives) policies) procedures) structure) and systems and business
marketer must understand these factors well.
The buying centre usually includes many participants who influence each other) so in% r$ rs*na)
+a %*rs also influence the business buying process. ,articipants may influence the buying decision
because they control rewards and punishment) are well liked) have special e pertise) or have a
special relationship with other important participants.
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1usiness buyers are influenced by individual factors. 3ach participant in the business buying
decision process brings in personal motives) perceptions and preferences. These individual factors
are affected by personal characteristic such as age)income)education)personality and attitude.
Th Busin ss Buying Pr* ss 4
There are eight stages of 1usiness 1uying ,rocess.
I. ,roblem $ecognition4 The buying process begins when someone in the company recogni*es a
problem or need that can be met by ac7uiring a specific product or service. ,roblem
recognition can result from e ternal and internal stimuli.
II. 6eneral need description4 The buyer ne t prepares a general need description that describes the
characteristics and 7uantity of the needed item. >or standard items) this process presents few
problems. >or comple items) however) the buyer may have to work with others-engineers)
users) consultants-to define the item. The team may want to rank the importance of reliability)
durability) price and other attributes desired in the item.
III. ,roduct !pecification4 The buying organi*ation ne t develops the items technical product
specifications) often with the help of a value analysis engineering team. The team decides on
the best product characteristics and specifies them accordingly. 1y showing buyers a better
way to make an ob%ect) outside sellers can turn straight $ebuy situations into new task
situations that give them a chance to obtain new business.
I#. !upplier !earch4The buyer now conducts a supplier search to find the best vendors.The
buyer can compile a small list of 7ualified suppliers by reviewing trade directories) doing a
computer search) or phoning other companies for recommendations.
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#. ,roposal !olicitation4 In this process) the buyer invites 7ualified suppliers to submit proposals.
In response) some suppliers will send only a catalog or a salesperson.However) when the item
is comple or e pensive+ the buyer will usually re7uire detailed written proposals or formal
presentations from each potential supplier.
#I. !upplier selection4 The members of the buying centre now review the proposals and select a
supplier or suppliers. During supplier selection) the buying centre often will draw a list of the
desired supplier attributes and their relative importance. 1uyers may attempt to negotiate
with preferred suppliers for better prices and terms before making the final selections. In the
end) they may select a single supplier.
#II. ;rder-$outine !pecification4 It includes the final order with the chosen supplier or suppliers and lists items
such as technical specifications) 7uantity needed) e pected time of delivery) return policies
and warranties. In the case of maintenance) repair) and operating items) buyers may use
blanket contracts rather than periodic purchase orders. ' blanket contract creates a long-term
relationship in which the supplier promises to resupply the buyer as needed at agreed prices
for a set period. This practice locks the supplier in more tightly with the buyer and makes it
difficult for other suppliers to break in unless the buyer becomes dissatisfied with prices or
service.#III. ,erformance $eview4 The buyer reviews supplier performance. The buyer may contact users and ask
them to rate their satisfaction. The performance review may lead the buyer to continue) modify) or
drop the arrangement. The seller s %ob is to monitor the same factors used by the buyer to make sure
the seller is giving the e pected performance.
>igure 94 Pr* ss *+ Busin ss 6uying $r* ss2
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71
Pr*6) mR *gni%i*n
G n ra) n -- s ri$%i*n
Pr*-u %s$ i+i a%i*n
Su$$)i r s ar h
Pr*$*sa)s*)i i%a%i*n
Su$$)i rs ) %i*n
Or- r,r*u%in
S$ i+i a%i*n
P r+*rmanr "i 7
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B0S&NESS B05&NG ROLES
In the business buying there are different buying roles+ i.e.
A$$r*" r2 ,, ' ,erson who approves the idea of buying.
&n+)u n r2 ,, ' ,erson who influence the buying decision.
D i- r2 ,, ' ,erson who takes decisions regarding buying
Buy r2 ,, ' ,erson who actually buys the products.
0s r2 ,, ' ,erson who is the user of the product.
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RESEARCH METHODOLOG5
''''''''''''''''''''''''''''''''''''''''''''
. "'$ 3T $3!3'$CH ,$;C3!!9. !T'T3"3 T ;> TH3 ,$;1L3" D'T'F. "3' ! ;> D'T' C;LL3CTI;
. !0$3#A I !T$0"3 T9. ,$;C3!! ;> D'T' C;LL3CTI;
MARKET&NG RESEARCH PROCESS2
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"arketing research is the systematic design) collection) analysis and reporting of data and finding
relevant to a specific marketing situation facing the company.
"arketing $esearch ,rocess4
Define the problem : research ob%ective
Develop the research plan
Collect the information
'naly*e the information
,resent the findings
"ake decision
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!tep 4 Define the problem : the research ob%ectives
The st step in research is formulation a research problem. It is most important stage as poorly
defined problems will not yield useful results also the marketing management must be careful not todefine the problem too broadly or too narrowly. In order to identify the research problem) <
categories of symptomatic situations) namely) overt difficulties) latent difficulties and unnoticed
opportunities should be studied over difficulties are those which manifest themselves. Latent
difficulties are those which are not so apparent and which) if not checked) would soon become
evident unnoticed opportunities indicate the potential for growth in a certain area of marketing. !uch
opportunities are not clearly seen and done effort is re7uired to e plore them.
!tep 94 Develop the research plan
Designing a research plan calls for decision on data sources) choice of research design) research
approaches) research instruments) sampling plan and contact methods.
!tep inally findings is to be presented along with recommendations
!tep E4 "ake the decision
The last step is of making the decision
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STATEMENT O1 THE PROBLEM2
The present paper aims at finding the institutional consumer behavior. The research problem
investigated here in has been precisely defined as , Ana)ysis *+ Busin ss Buying B ha"i*ur2 A
s%u-y *+ E-u a%i*na) &ns%i%u% s/ based on empirical research.
RESEARCH OBJECT&4ES2
The research ob%ectives of this study are stated as below4-
. >irst : utmost findings of business buying behavior for laptops.9. ,erception : awareness level of all companies in the market.actors affecting the buying behavior of laptops.?. ,hysical distribution of their companies competing with others.E. Identify the problem of consumer.
PREL&M&NAR5 &N4EST&GATON2
'fter getting through of the research ob%ective I go through step of the preliminary investigation to
find out the necessary information to fill out the ob%ectives of the study. The information e pected to
be collected on the basis of the preliminary investigation are4-
. The various features of various brands competing with the laptop.9. The various brands : available companies in the model.
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1OC0S O1 ST0D52
This study mainly focuses on4-
. The satisfaction level of customer the study based on the feedback collected from the filled
7uestionnaire.9. 8hether the customer is satisfied with the supplied product or not.actors that affect the buying behaviors well as the customer satisfaction.
Tim -ura%i*n2
F -FE-9FF to F -FG-9FF
S%u-y - sign 2
• Collection of data as per 7uestionnaire.• 'nalysis of collected data.• ,roblem identification.• 6iving the recommendation.
Sam$)ing2
In the survey4 the target population of the survey constitutes the management institutes in the Delhi
and C$. I have collected the data arbitrarily from the person who is concern for the procurement of
laptop in the institutes. I have collected ?F data arbitrarily from institutes.
Na%ur *+ Da%a2
The nature of data was primary in the report. It was obtained from the perception study of the
concern persons of the institutes. ;pinion was captured by a means of a 7uestionnaire.
M ans *+ Da%a *)) %i*n2
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Juestionnaire 4 Closed ended 7uestions &see appendices( were included in the 7uestionnaire.
Sur" y ins%rum n%2
8e prepare the standardi*e 7uestionnaire to conduct the survey. The 7uestionnaire had 7ualitative
7uestion in it. The 7uestions were close ended. The participant involved in the survey had to state
their intension towards the answer of the 7uestionnaire.
Pr* ss *+ -a%a *)) %i*n2
• The concerned person was given the 7uestionnaire which was filled by them according to
their point of view.• Data collected was analy*ed.• Conclusion was drawn on the basis of data analysis.
ANAL5S&S O1 THE DATA
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''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
. D3";6$',HA ;> $3!,; D3 T9. >I DI 6!
• Juestions with 3 planation• Tabulated Data• 6raphical $epresentation of the Data• 'nalysis of the data
DEMOGRAPH5 O1 RESPONDENTS
In the survey total numbers of respondents were fifty. In the collected data there were diversifiedrespondents which are described as below4
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This graph clearly indicates that all the respondents were from private institute that is managementinstitute since our ma%or concern was private management institute.
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J03!TI; 94 Aou are getting proper service you supposed to get.
OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree F
'gree
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J03!TI;
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J03!TI; =4 The configuration of your laptop fulfills your e pectation : re7uirement.
OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree E
'gree EFCan t say no idea F
Disagree =!trongly Disagree F
&n% r$r %a%i*n2>rom this graph any one an easily observe that BEP of the respondents weresatisfied by the configuration of the laptop they have bought or they want depending on the pricethey have deal on. !o price and configuration are interrelated to each other during the organi*ational
buying behaviour. This shows that companies were successful in providing the proper configurationto the institutes) whatever they need for their students.
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J03!TI; ?4 In your view e ternal features plays an important role in laptop.
OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree 9=
'gree 9ECan t say no idea 9F
Disagree
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J03!TI; B4 Laptop is mostly used for institutional work &study professional work(.
OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree F
'gree
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&n% r$r %a%i*n2This graph e plains about the use of the laptop as tool for entertainment mostly. 8egot nearly mi ed type of response) =EP were agreed and
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&n% r$r %a%i*n2 In this 7uestion also we come upon a mi ed type of responses nearly number ofagree and disagreed responses are same. !howing insurance is of not very much important foraffecting the business buying behaviour.
J03!TI; 4 8arranty is as important as other attributes of laptops.
OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree 9E
'gree
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&n% r$r %a%i*n2's per 7uestion do warranty plays important role in institutional buying behaviour)it is clearly seen from the graph that E=P of the respondents were agreed on the asked 7uestion andonly 99P were against it. !o warranty do plays an important plays important role in business buying
behaviour.
J03!TI; 94 'dvertisement of laptops brands has impact on you.
OP&N&ON O1 THE RESPONDENTS N0MBER O1 THE RESPONDENTS (in !!trongly 'gree F
'gree
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&n% r$r %a%i*n2 early half of the respondents &?FP( were not agreed that advertisement affects the business buying behaviour towards laptop purchasing.
J03!TI;
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!trongly Disagree F
&n% r$r %a%i*n2'ccording to the organi*ation s#word of mouth for them is of no importance as it isclear that ?=P of them are disagreed about the effect of it on the business buying behaviour.
CONCL0S&ON2
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'nalysis of data from the 7uestionnaire clearly indicates some of the attributes to be most important
for the company to pay more attention during business selling) these attribute are warranty &E=P()
offer : special promotional activities &?9P() e ternal features &?FP() brand image &?FP(. !o while
dealing with institute companies are re7uired to pay attention on the above mentioned attribute that
they having all the attribute correctly in their laptop or not if not they should enhance them self to get
all the attribute to gain competitive over their competitors
;ne of the most important attribute on which all the institutes were put much emphasi*e was price
they first say that price should be good enough that one can attract them since other companies too
are providing great margin to the institute. Though price was of great importance for the institute)
they were happy by the price provided by the company for their laptops. !o companies should
prepare them always for neck cut competition in pricing part.
!ome of the attributes were having mi ed type of opinion from the respondents. They are insurance
&==P agree :
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Last but not least the most important factor which does very much important for any company to
create goodUwill for longer runs in laptop market while dealing with the educational institutes. !ince
more than half of the respondents were not satisfied by the service provided to them. !o any
company to gain advantage over other should put emphasis on proper service being provided to the
institutes.
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RECOMMENDAT&ONS2 555555555555555555555555555555555555555555555555555555555555555555555555555555555
,rompt availability of products!atisfy the need of the organisation by offering product according to its needs.Create the brand image of HCL in mind of the institutes by various promotional offers like
special price for educational institutes etc.,romote the products at different institute buyers e.g. coupons) scratch cards etc.Time to time remind the institutes that we are always available to satisfy their needs by
advertisement campaign. Change the attitude and perception by motivate the institutes that this products best suited to
your re7uirement and status."ake long term relationship with the customer by providing good environment : e7ually
handle any grievance about the product by setting up customers complains office."aintain suggestion register and promote the institute to write suggestion by offering some
gift on selection of the suggestion.
Bi6)i*gra$hy -
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W 6si% s2,www.wikipedia.org wiki consumer5behaviour .www.business5standard.com India news .http4 infotech.indiatimes.com articleshttp4 www.cybermedia.co.in press press release 9G.htmlhttp4 www.thehindubusinessline.comhttp4 www.idcindia.comwww.channeltimes.comwww.fastrackcomputing.netwww.ibnlive.in.com newswww.indiadaily.orgwww.eetindia.co.inwww.google.comwww.managementparadise.com forums marketingmanagementwww.itvoir.com portal resourceswww.wikipedia.org wiki competitive5analysiswww.google.co.inwww.kho%.comC*m$anyFs W 6si% s 4
• HCL Infosystems Ltd s Intranet• www.hclinfosystems.com• www.hclinfosystems.in
Br* hur s R a-ing ma% ria)s 4,roducts 1rochure.
'nnual report of HCL.B**8s 4
!chiffman Leon 6 and anuk Leslie La*ar+ Gth ed.-Consumer 1ehaviour &,earson
3ducation 9FF?(.1lackwell) "iniard and 3ngel-Consumer 1ehaviour+ F th ed.&Thomson)9FFB(Loudon David ' and Della 1itta './.-Consumer behaviour&Tata "c6raw Hill)9FF?(
ANNE30RES2
u s%i*nnair
To whomsoever it may concern4 This is to inform you that information data collected through this7uestionnaire will be used in our academic pro%ect work which is the part of our "1' program.
Dharm n-ra Kumar D7i" -i &D/C3T)"odinagar "1' III semester(
100
http://www.wikipedia.org/wiki/consumer_behaviourhttp://www.business_standard.com/India/newshttp://infotech.indiatimes.com/articleshttp://www.cybermedia.co.in/press/press%20release128.htmlhttp://www.thehindubusinessline.com/http://www.idcindia.com/http://www.channeltimes.com/http://www.fastrackcomputing.net/http://www.ibnlive.in.com/newshttp://www.indiadaily.org/http://www.eetindia.co.in/http://www.google.com/http://www.managementparadise.com/forums/marketingmanagementhttp://www.itvoir.com/portal/resourceshttp://www.wikipedia.org/wiki/competitive_analysishttp://www.google.co.in/http://www.khoj.com/http://www.hclinfosystems.com/http://www.hclinfosystems.in/http://www.wikipedia.org/wiki/consumer_behaviourhttp://www.business_standard.com/India/newshttp://infotech.indiatimes.com/articleshttp://www.cybermedia.co.in/press/press%20release128.htmlhttp://www.thehindubusinessline.com/http://www.idcindia.com/http://www.channeltimes.com/http://www.fastrackcomputing.net/http://www.ibnlive.in.com/newshttp://www.indiadaily.org/http://www.eetindia.co.in/http://www.google.com/http://www.managementparadise.com/forums/marketingmanagementhttp://www.itvoir.com/portal/resourceshttp://www.wikipedia.org/wiki/competitive_analysishttp://www.google.co.in/http://www.khoj.com/http://www.hclinfosystems.com/http://www.hclinfosystems.in/
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;b%ective4 The ob%ective of the 7uestionnaire is to find out the ma%or factors influencing the buyingdecision of the Laptops. >urthermore aimed to analy*e the market trend : usage of Laptop in largeIndian Companies.
RESPONDENTFS DETA&L
ame 5555555555555555555555555555555
'ge 5555555555555555555555555555555
6ender 5555555555555555555555555555555
;ccupation 5555555555555555555555555555555
Income 5555555555555555555555555555555
ame of the organi*ation institution 5555555555555555555555555555555
I !T$0CTI; !4
• indly make your reply directed by one of the following choice given below4. !trongly disagree
9. Disagree
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E. In your opinion if a person goes to purchase a laptop he pays attention towards offer :special promotional activities. V W
B. Aour laptop is mostly used for institutional work &study professional work(. V W
G. Aour laptop is mostly used for entertainment. V W
. In your view laptop purchasing should also be financed by financial institution banks. V W
F. In present time insurance of laptop is a necessity. V W
. 8arranty is as important as other attributes of laptops. V W
9. 'dvertisement of laptops brands has impact on you. V W
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'ccording to the 0nited !tates environmental protection agency) 'mericans are predicted to trash an
average of ?F million computers each year. Composed of precious metals) glass and plastics) castoff
computers present not only sever environmental s7uandering) but also dangerous and often
irreversible health ha*ards. The ma%ority of laptops contain precious natural resources such as heavy
metals &lead) cadmium) mercury-even arsenic(. These metals for e ample) could be reused to make
new consumer electronics) a process that would essentially eliminate the need to mine) produce and
refine raw materials) further limitation energy : carbon e penditures. Aet) considering less than one
7uarter of 'mericans recycle their obsolete electronics) the above precious resources most often end
up sitting in landfills for hundred) sometimes even thousands of years.
>estering in the intense heat : pressure of heavy landfills) discarded computers can become
especially dangerous to the environment : our health. 's they slowly break down they slowly break
down they emit the above heavy metals) some off gas into the air) other leech into surrounding soil :
groundwater.
If you are planning on upgrading your laptop &: who could resist with the latest portable laptop
trends( then please consider sending your old laptop to a certified recycling center.
#isit mygreenelectronics.org for more information.