A STUDY ON CONSUMER BEHAVIOR AND MARKETING

STRATEGIES
Project Report Submitted to the University of Madras in partial fulfillment
of the requirements for the award of Degree of
Master of Commerce
C. HARISH GOKUL

REGISTER NUMBER: 531400573

Under the Guidance and Supervision of

Dr. S. SAMPATH RAJ. M.Com., M.phil., Ph.D.

Associate Professor

POST GRADUATE AND RESEARCH

DEPARTMENT OF COMMERCE
PACHAIYAPPAS COLLEGE
CHENNAI 600030
APRIL 2016

Dr. S.SAMPATH RAJ, M.Com., M.Phil., Ph.D.,

Associate Professor in commerce

CERTIFICATE
This is to certify that the project report entitled A STUDY ON
CUSTOMER SATISFACTION TOWARDS AAVIN MILK is a Bonafide
record project work done by C.HARISH GOKUL ( Reg, No.531400573) in
partial fulfillment of the requirements of the award of the Degree of Master of
Commerce.
Page 1 of 36

The report work is an independent and original work of

the candidate under my guidance and has not formed part of any
other work for the award of Degree, Diploma, associate ship and
fellowship of any university.

Prof. S.Umapathy, M.Com, M.phil

Dr. S. SAMPATHRAJ M.Com.,

M.Phil., Ph.D.

(HOD of Commerce)

(Guide and
supervisor)

EXTERNAL EXAMINER

PACHAIYAPPAS COLLEGE
CHENNAI 30

C . HARISH GOKUL
II M.Com
Reg.No:531400542
DECLARATION
I do hereby declare that the project work entitled A STUDY ON
CUSTOMER SATISFACTION TOWARDS AAVIN MILK. submitted by
me, in partial fulfillment of the a requirement for the award of degree of master
of commerce is a work done by me under the guidance of Dr. S. SAMPATH
RAJ, M.Com., M.Phil., Ph.D. Associate Professor In Commerce,
Pachaiyappas college and that this report has not previously formed, the basis
for the award of any Degree, Diploma, Associate or Fellowship of other
academic courses.

Page 2 of 36

DATE:
PLACE: Chennai-30
(C.HARISHGOKUL)
(Reg. No. 531400542)

ACKNOWLEDGEMENT
I am grateful to DR.P.GAJIVARDHAN.M.sc. M.Phil., Ph.D. the
principal Pachaiyappas college Chennai, for having given me this opportunity
to pursue the M.Com. Degree in commerce in this prestigious institution.
My thanks are also due to Prof. S. Umapathy.M.Com., M.Phil.
Professor and Head, P.G and research department of commerce, Pachaiyappas
college, Chennai-30 and the members of faculty for their support and
encouragement.
It is with real pleasure that, I record my gratitude and indebtedness to my
project guide, Dr. S. SAMPATH RAJ, M.Com, M.Phil, Ph.D. Associate
Professor in Commerce, Pachaiyappas college, Chennai-600030 for his counsel
and guidance during the preparation of this Project work.
I have pleasure in expressing my indebtedness to acknowledge their
blessed encouragement and continuous support that I received from my parents,
brother and my sister throughout this project work.

(C. HARISH GOKUL)

Date:
(Reg.no:531400581)
Place: Chennai

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CHAPTER
NAME
CHAPTER -I

Title
Introduction
History
Marketing
Marketing Strategy
Origins
Objective
Scope
Limitation
Methodology

CHAPTER-II

Background of Dell- laptop

Company Profile
Company Mission
Products

CHAPTERIII

Consumer Research Methods

Analysis of Consumer Behavior
Profile of the Target Market
Demographic Factors
Social Factors
Other Findings
Self-Concept
Psychological Factors
Memory
Short-Term Memory
Long-Term Memory
Attitude Component

CHAPTER-IV

Recommendation

CHAPTER-V

Conclusion

CHAPTER-VI BIBLIOGRAPHY
Books
Website
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Page No

Dell laptop: An Analysis of

Consumer Behavior and
Marketing Strategies

Page 5 of 36

Executive summary
A successful marketer must understand consumers psychology and behavior to
successfully grip the target market. To fully understand consumer need,
demand, marketers need to accomplish marketer research. In this report, we
have analyzed consumers psychology, opinion, perception, and behavior
towards Dell-laptop. Bearing the name of its founder, Michael Dell, the
company is one of the largest technological corporations in the world,
employing more than 103,300 people worldwide. Dell is listed at number 41 in
the Fortune 500 list. We have focused on brand equity, image, external and
internal factors etc.

Introduction
Origins
Laptops are an integral part of todays management students study kit.
And with a plethora of brands inundating the market, each trying to differentiate
itself from the other in terms of features, style, etc and trying to entice the buyer
with attractive offers, the decision of zeroing on the laptop has become a
gruesome exercise for the student. The very nature of the product encourages
the prospective buyer to go through all the stages of a typical buying process.
That is the reason that we have taken up to study the consumer buying behavior
for DELL laptop buying.

History
Dell traces its origins to 1984, when Michael Dell created Dell Computer
Corporation, which at the time did business as PC's Limited, while a student of
the University of Texas at Austin. The dorm-room headquartered company
sold IBM PC-compatible computers built from stock components. Dell dropped
out of school to focus full-time on his fledgling business, after getting $1,000 in
expansion-capital from his family. In 1985, the company produced the first
computer of its own design, the Turbo PC, which sold for $795. PC's Limited
advertised its systems in national computer magazines for sale directly to
consumers and custom assembled each ordered unit according to a selection of
options. The company grossed more than $73 million in its first year of
operation.
In 1986, Michael Dell brought in Lee Walker, a 51-year-old venture capitalist,
as president and chief operating officer, to serve as Michael's mentor and
implement Michael's ideas for growing the company. Walker was also
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instrumental in recruiting members to the board of directors when the company

went public in 1988. Walker retired in 1990 due to health, and Michael Dell
hired Morton Meyerson, former CEO and president of Electronic Data
Systems to transform the company from a fast-growing medium-sized firm into
a billion-dollar enterprise.
The company dropped the PCs Limited name in 1987 to become Dell
Computer Corporation and began expanding globally. In June 1988, Dell's
market capitalization grew by $30 million to $80 million from its June 22 initial
public offering of 3.5 million shares at $8.50 a share. In
1992, Fortune magazine included Dell Computer Corporation in its list of the
world's 500 largest companies, making Michael Dell the youngest CEO of a
Fortune 500 company ever.
In 1993, to complement its own direct sales channel, Dell planned to sell PCs at
big-box retail outlets such as Wal-Mart, which would have brought in an
additional $125 million in annual revenue. Bain consultant Kevin
Rollins persuaded Michael Dell to pull out of these deals, believing they would
be money losers in the long run. Margins at retail were thin at best and Dell left
the reseller channel in 1994. Rollins would soon join Dell full-time and
eventually become the company President and CEO.

Marketing
Dell advertisements have appeared in several types of media including
television, the Internet, magazines, catalogs and newspapers. Some of Dell Inc's
marketing strategies include lowering prices at all times of the year, free bonus
products (such as Dell printers), and free shipping to encourage more sales and
stave off competitors. In 2006, Dell cut its prices in an effort to maintain its
19.2% market share. This also cut profit-margins by more than half, from 8.7 to
4.3 percent. To maintain its low prices, Dell continues to accept most purchases
of its products via the Internet and through the telephone network, and to move
its customer-care division to India and El Salvador.
A popular United States television and print ad campaign in the early 2000s
featured the actor Ben Curtis playing the part of "Steven", a lightly mischievous
blond-haired youth who came to the assistance of bereft computer purchasers.
Each television advertisement usually ended with Steven's catch-phrase: "Dude,
you're gettin' a Dell!
A subsequent advertising campaign featured interns at Dell headquarters (with
Curtis' character appearing in a small cameo at the end of one of the first
commercials in this particular campaign).
In 2007, Dell switched advertising agencies in the US from BBDO to Working
Mother Media. In July 2007, Dell released new advertising created by Working
Mother to support the Inspiron and XPS lines. The ads featured music from
the Flaming Lips and Devo who re-formed especially to record the song in the
ad "Work it Out". Also in 2007, Dell began using the slogan "Yours is here" to
say that it customizes computers to fit customers' requirements.
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Marketing Strategy:
The process usually begins with a scan of the business environment, both
internal and external, which includes understanding strategic constraints. It is
generally necessary to try to grasp many aspects of the external environment,
including technological, economic, cultural, political and legal aspects. Goals
are chosen. Then, a marketing strategy or marketing plan is an explanation of
what specific actions will be taken over time to achieve the objectives. Plans
can be extended to cover many years, with sub-plans for each year, although as
the speed of change in the merchandising environment quickens, time horizons
are becoming shorter. Ideally, strategies are both dynamic and interactive,
partially planned and partially unplanned, to enable a firm to react to unforeseen
developments while trying to keep focused on a specific pathway; generally, a
longer time frame is preferred. There are simulations such as customer lifetime
value models which can help marketers conduct "what-if" analyses to forecast
what might happen based on possible actions, and gauge how specific actions
might affect such variables as the revenue-per-customer and the churn rate.
Strategies often specify how to adjust the marketing mix; firms can use tools
such as Marketing Mix Modeling to help them decide how to allocate scarce
resources for different media, as well as how to allocate funds across a portfolio
of brands. In addition, firms can conduct analyses of performance, customer
analysis, competitor analysis, and target market analysis. A key aspect of
marketing strategy is often to keep marketing consistent with a company's
overarching mission statement.
Marketing strategy should not be confused with a marketing objective or
mission. For example, a goal may be to become the market leader, perhaps in a
specific niche; a mission may be something along the lines of "to serve
customers with honor and dignity"; in contrast, a marketing strategy describes
how a firm will achieve the stated goal in a way which is consistent with the
mission, perhaps by detailed plans for how it might build a referral network, for
example. Strategy varies by type of market. A well-established firm in a mature
market will likely have a different strategy than a start-up. Plans usually involve
monitoring, to assess progress, and prepare for contingencies if problems arise.

Objectives
1. By doing the report, we will be able to know the target markets profile of
Dell Laptop, their buying purposes and preference.
2. We will also be able to know the current market situation of the laptop
products.
3. We will be exploring the facts how individuals get influenced towards
laptops, what they feel about different laptops and what are the
comparisons.
This report will also let us know the possible commendations for Dell Laptop.

Scope:
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The report is prepared concentrating on Dell Laptop. The area of the survey was
only in Dhaka city. So, all the estimations have been made based on the city
area. It is a comprehensive report based on structured questionnaire survey, data
calculation, peoples opinion, our perception and knowledge, and books of
Consumer Behavior.

Limitation
While preparing the report we had to face some problems.
For the sake of official secrecy, the concerned officials did not provide enough
information. Time shortage was one of the major problems.
Then lacking of information among customer were another major problems. In
many case we found some people who do not have any idea about Dell Laptop.
Many people did not cooperate because they were not interested.
As because the questionnaire was in English many people could not understand
the questions and thus could not answer well.

Consumer Research Methods

Market research is often needed to ensure that we produce what customers
really want and not what we think they want.
Primary vs secondary research methods. There are two main approaches to
marketing. Secondary research involves using information that others have
already put together. For example, if you are thinking about starting a business
making clothes for tall people, you dont need to question people about how tall
they are to find out how many tall people existthat information has already
been published by the U.S. Government. Primary research, in contrast, is
research that you design and conduct yourself. For example, you may need to
find out whether consumers would prefer that your soft drinks be sweater or
tarter.
Research will often help us reduce risks associated with a new product, but it
cannot take the risk away entirely. It is also important to ascertain whether the
research has been complete. For example, Coca Cola did a great deal of
research prior to releasing the New Coke, and consumers seemed to prefer the
taste. However, consumers were not prepared to have this drink replace
traditional Coke.

Methodology:
Nature of the study: Exploratory
Source of information: Both primary and secondary.
Primary Source: Primary source were random entities. The following factors
were considered to collect information:
Sampling method: Convenient Sampling
Information Collection instrument: Structured questionnaire for the respondents.
Sample Size: 60 individuals.
Secondary Sources: Secondary information was collected from the internet.
Analysis of information: Statistical technique through MS Excel was used to
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analyze the collected data. Sum, Count if, Average, weighted average were used
here.
Presentation of Information: Collected and calculated information are
presented in graphical forms.
2. Background of Dell-laptop
Dell, Inc. is an American multinational information technology corporation
based in 1 Dell Way, Round Rock, Texas, United States that develops, sells and
supports computers and related products and services. Bearing the name of its
founder, Michael Dell, the company is one of the largest technological
corporations in the world, employing more than 103,300 people worldwide.
Dell is listed at number 41 in the Fortune 500 list.
Dell has grown by both increasing its customer base and through acquisitions
since its inception; notable mergers and acquisitions including Alienware (2006)
and Perot Systems (2009). As of 2009, the company sold personal computers,
servers, data storage devices, network switches, software, and computer
peripherals. Dell also sells HDTVs, cameras, printers, MP3 players and other
electronics built by other manufacturers. The company is well known for its
innovations in supply chain management and electronic commerce.
Fortune Magazine listed Dell as the sixth largest company in Texas by total
revenue. It is the second largest non-oil company in Texas behind AT&T and
the largest company in the Austin, Texas area.[

Company Profile:
Basic Information
Company Name: Dell Laptop
Business Type: Information Technology Corporation.
Business Line: Different type of Laptops.
Product/Service: Dell Inspiron, XPS, Adamo and Studio.
Company Website: www.dell.com
2.2. Company Mission:
Mission is to be the most successful computer company in the world at
delivering the best customer experience in markets we serve.
2.3.1. Products:
2.3.1.1 Dell Inspiron:

Page 10 of 36

Dell Inspiron 14R

Dell Inspiron 1525 laptop

Dell Inspiron 14R i14RN

N5050

Dell Inspiron 15R-

Dell XPS M1330

The

XPS M1210

Dell Adamo

Adamo endgame

Page 11 of 36

Dell Studio
Dell Studio
3. Analysis of Consumer Behavior:
3.1. Profile of the Target Market:
In this part of the report, we have discussed the demographic, psychographic
and socioeconomic factors about the target market of Laptop. From this part it is
easy to find out all potential consumers age, sex, income, education, source of
information, influential factors, personality. This information have been found
out by conducting an extensive survey based on 60 samples and analyzed by
several statistical tools.
3.1.1. Demographic Factors:
Demography is the study of human population in terms of size, density,
location, age, gender, race, occupation and other statistics. The demographic
environment is of major interest to marketers because it involves people and
people who make up market and it also give them a clear description of them.
From the survey we found the result of demographic factors which are
described below:
Gender:
Usually marketers target their products towards a specific portion of the market
based on several analyses. Here we tried to find out the sensitivity and the
variation between the male and female respondents. For that we have divided
our total sample in two groups- male and female.
We conducted our survey based on 60 peoples opinion. Among these people,
6% were male and 40% were female.

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DELL Consumer
(Gender)
Male

Female

32%
68%

Figure: Gender of overall laptop market& Dell laptop

From the survey result we found that among these 60% of male, 68% are the
customers of DELL Laptop and among the 40% of female, 32% are the users
of DELL Laptop.
According to our findings it is very clear that the majority customers of DELL
Laptop are male.
Probable Strategy:
They should focus more on female customers, because most of the consumers
of DELL Laptop are male.
DELL Laptop should associate its product more with female consumers by
using renowned female personalities in its marketing activities.
DELL Laptop should advertise its product more to their target market. They
can make Television Commercials or Radio advertisements and play it in
between the programs which are made for young people specially females.
They should introduce more vibrant colors. Example- Orange, green and purple.
They can use Iconic Rote. For example, they can us e key-board by proposing
female ergonomic key-board.
They can also use Vicarious Learning by showing in the ads corporate women
are using DELL Laptop, for targeting corporate women.
Age:
Age is one of the most important factors to identify the consumers behavior
towards DELL Laptop. Age carries with it culturally defined behavioral and
attitudinal norms. It affects our self-concepts and lifestyles. To find out the
responsiveness about the DELL Laptop, we asked questions to different age
group of our sample to find out the variation of consumer behavior in different
age.
We have surveyed people of different age groups. Among our surveyed people,
55% of people are within the 16-25 age groups. It is clear that 16-25 age group
people are majority in number.

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DELL Laptop Consumers Age

Under 16

16-25

26-35

36-45

46-55

Above 55

16%

4%4%

28%

48%

Figure: Age of overall laptop market & Dell laptop

From our survey we also found that 48% of people who are the consumers of
DELL Laptop are within the age group of 16-25. The age group of both 26-35
and 36-45 age groups should also be considerable in number as the pie chart
shows 28% and 16% of these groups people use DELL Laptop. From this
survey we can say that most of the consumers of DELL Laptop are young
teenagers, university students and young professionals.
Probable Strategy
They should focus on consumers who are under 16 years old.
They can associate DELL Laptop with child celebrities like Justin Bieber,
Henna Montana.
They can introduce special featured Laptop by using cartoon characters image
on the case of Laptop.
They can arrange quiz competition on information of DELL Laptop in
schools for creating depth and awareness of DELL Laptop with a view to
persuading to buy DELL Laptop.
They can offer discounts to whoever can show valid student ID Card.
They can offer preloaded games in the Laptop.
They can also provide free school bag with DELL Laptop.
They can arrange special fairs in schools.
They can make special school packages with schools who like to offer DELL
Laptops to their students for educational purposes.
They should also extensively focus on their big market that is 16-25 age group
because a large portion of this market hasnt captured.
They can offer a special type of Laptop for different type of target customer in
the age group of 16-25 like gaming laptop for who like to play game, studio
laptop with high multimedia feature for who like to listen music.
High configuration laptop for who are studying engineering section like CSC,
EEE, ETE.
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Education:
Education has a strong influence on ones tastes and preferences. It also
influences how one thinks, makes decisions, and relates to others. However,
education seldom provides a complete explanation for consumption patterns.
Those with a limited education are generally at disadvantage not only in earning
money but in spending it wisely.
According to our survey results, most of our surveyed people (49%) are
Masters/MBA.

DELL Laptop Consumers Education

Masters/MBA UnderGraduate HSC/A-Level
8% 4%
32%

56%

SSC/O-Level Diploma

Others

Figure: Education of overall laptop market& Dell laptop

From the pie chart above, we can see that 56% of DELL Laptop customers
level of education is Masters/MBA and 32% customers level of education is
Under Graduate. So we can say that educated people mostly prefer DELL
Laptops.

Probable Strategy:
As most of the customers are educated so DELL Laptops should use green
materials to manufacture its products.
They should safely dispose off laptop batteries so that is causes least harm to the
environment for the well aware and environmentally concerned consumers of
DELL Laptops.
Advertisement should be more informative and should focus on the features and
the configurations of DELL Laptops
They should offer licensed version anti-virus and essential office tools software
They should practice social marketing which is the most preferable criteria for
educated people.
Occupation:
Most of the occupation predetermines the individuals income level. Ones
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occupation provides status and income. In addition, the type of work one does
and the types of individuals one works with over time also directly influence
ones values, lifestyle, and all aspects of the consumption process. In our
questionnaire we have asked question to identify which professions respondents
are appropriate target customer of DELL Laptops.
Among our surveyed people, the largest portions (54%) of participants are
students.

DELL Laptop Consumer(Occupation)

Govt. Employee Private Employee
Businessman

Student

Others
4% 16%
40%
32%
8%

Figure: occupation of overall laptop market& Dell laptop

From our survey result we found that 40% of people who uses DELL Laptops
are students, 32% are private employees, and 16% are Government employees
in occupation. So, the company should focus on students more as they are
biggest market and has biggest portion that has been not covered.

Strategy:
As most of the customers are students, DELL Laptops should increase the
number of laptop models with different design and casing and should offer
student discount.
Have to focus on offering special packages for schools, colleges and
universities.
Colorful advertisement and association with young generation celebrities will
help to attract the students and increase the sales.
They can sponsor events in schools, colleges and universities like talent
competition and game tournaments to attract the attention of the students who
are the largest segment.
For private employees and business people they can emphasize more on the
quality and high features and configured DELL Laptops as they can afford
high price laptops also.

Social Factors:
Social factors denote the social status of the target market by considering
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social class and other factors.

Social Class:
Income is highly influential in determining social class. To identify the
respondents social class we asked them about their individual income to find
their actual position in the society. The survey represents that most of the
participants are in the family income range of 40,001-50,000 or 30,001-40,000.

DELL Laptop Consumer(Income)

10,000 or less

10,001-20,000

20% 4% 16%
20,001-30,000 30,001-40,000
20%
40%
40,001-50,000

50,001-above

Figure: Income of overall laptop market& Dell laptop

From our survey we found out that 40% of people who purchase and useDELL
Laptops, their family income are in between TK.30,001-40,000 and 20% users
of DELL Laptops their family income are in betweenTK.40,001-50,000. So
we can see that the consumers of DELL Laptops are middle class and upper
middle class.

Probable Strategy:
Primarily they should focus more on middle class and upper middle class people
as they prefer DELL Laptops.
They can use price skimming pricing strategy to capture all layer of middle
class.
They can go to the cost leadership strategyby reducing augmented features as
the countrys economic factors are little bit vulnerable.
Can offer installment method to grab lower middle class customer.
Secondarily, upper class of the society is the big portion of the laptop market.
Marketer can also attract upper class of the society by proposing high quality
and numbers of feature by charging extra price.
They can charge high price compare to competitors by proposing same features
to provide message towards the upper class customers that purchasing DELL is
part of status.

Other Findings:
We have found some other information like source of information, influential
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factors, and ranks based on consumer perceptions which are described below:
Most influencing factor at the time of purchase Laptop
From our survey we found out that most of our participants are influenced by
friends (32%) at the time of purchasing Laptops.

Influence Factors
Self

Family

Friends

Sales People

Advertisement

Others

11% 1%

Celebrity

24%

15%
4%

13%
32%

Figure: Influencing factors of laptop market

The pie chart above has shown that 32% of our participants are influenced by
their friends to purchase the laptop products and 24% people are influenced by
themself and 15% by marketing activities.

Probable Strategy:
DELL should maintain the level of quality to satisfy their existing customers as
they are the reference people for them to the new potential consumers.
DELL can launch special package in the Friends Day. For example, if two
friends buy two laptops they will be provided PENDRIVE and SPECIAL
SOFTWARE.
They can arrange case competition whereby the participant will be provided
special gifts if they suggest their friends.
For creating loyal customers DELL Laptops should focus on after sales
service as they can work as reference people if they become satisfied.
As most customers are spontaneously involved in purchasing DELL Laptops,
marketer can use classical conditioning by using the image of expertise
personality like Mostofa Jobbar associating DELL Laptops in advertisement.
They can also use Iconic Rote by proposing that, We offer high processing
ram.
Dell can provide special training program to sales personals for selling DELL
Laptops.
The highest seller of the month will get a trip.
Source of knowing about DELL Laptop
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From our survey result, we came to know that 33% of people heard about
DELL Laptops from their Friends/ Relatives and Associate, 20% of the people
got information from Websites and 17% from Magazines.

Source of Information
TV commercials

1% 11%
9%Magazines

Billboards

Websites

16%
33%
9%
Friends/Relatives/Associates

In-store20%
advertising

Others

Figure: Source of laptop market

Probable Strategy:
DELL should maintain the level of quality to satisfy their existing customers as
they are the source of information for new potential consumers which will work
as the word of mouth.
DELL can offer special discount for siblings.
They should target different social networking sites and blog for their online
advertisement to grab online customer.
DELL can develop their own website which will be improved, informative and
easily understandable.
They should regularly update their website.
DELL should target life style and technology related magazine for their
advertisement.
They can buy full page magazine to isolate their print ad.
Their ad should contain more color as color is more important than size.
TV commercials can transmit very clear information to people due to its
movement and exposure. Baskin-Robbins has to apply its classical conditioning
ads more on different TV channels.
Rank based on Consumers Perception

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Rank your favorite Laptop

Column5

Column4

Column3

Column2

Column1
0

10

15

20

25

30

Figure: Rank of favorite laptop

This chart has been developed based on consumers perception about DELL
Laptop. In developing this chart we have used a 5 Space Ranking Tool.
According to this chart, DELL has the highest probability of being ranked no.1
which is strongly supported by the consumers who favored it as their second
choice.
Probable Strategy:
As HP/Compaq is close to be Rank-1 according to consumers perception,
DELL should do SWOT analysis of HP/Compaq.
DELL should increase the life time of battery and after sales service in which
HP/Compaq is stronger than DELL.
DELL should arrange seminar where they will ask for advice about
customization of DELL by providing gift to the respondent.
3.1.4. Self-Concept:
Personality
Personality is the totality of the individuals thought having reference to him as
an object. This analysis shows that the personal characteristics of those people
who have taken part in this survey.

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Personality
3.5
3
2.5
2
1.5
1
0.5
0

Figure: personality of respondent.

From the table we can see that people who stand on average. They tend to be
more delicate, excitable, dominating, youthful and formal. First, DELL has to
give persuasive advertisement by highlighting all the features.
This graph has been developed based on consumers perception about
themselves. We used a 5 space ranking tool o measure those perception. In this
graph, the more close the rankings are towards rank 5 the more the surveyors
are tend to be Delicate, Calm, Submissive, Adult, and Informal. On the other
hand, the more close the ranks toward rank 1 states that the people are tend to
be more Rugged, Excitable, Dominating, Youthful, and Formal. The ranks show
the extremism of individual attributes.

Probable Strategy:
As most of the customers of laptops are Delicate, DELL can introduce
persuasive ad in the Magazine as well as Newspaper which is considered
important media source for delicate people.
In the same time, delicate people are looking for source reliability of
advertisement. DELL can use reliable and expertise celebrity endorsement for
their advertisement like Saied Akbar.
Excitable people love colorful ads, excitable offering, exciting events like
sports. So DELL can introduce colorful ad, exciting offering like buy one laptop
get one Speaker free. DELL can also sponsor the T20 game.
As youth people love to follow opinion leader, DELL can use the image of
opinion leader like Dr. Muhammad Zafar Iqbal.
As youth people fond of stylish and fashionable case, DELL can offer stylish
and fashionable case by conducting research and development.
As youth people are interested in buying gaming and studio laptop, so DELL
can offer those.
DELL can also arrange laptop fare by targeting youth people.
Page 21 of 36

Dell can arrange seminar on IT revolution which can promote DELL.

As formal people are quality concerned rather than price, DELL can offer
quality features like durability, high configuration, and friendly licensed
operating system.

Psychological Factors:
Conditioning:
Conditioning refers to learning based on association of a stimulus (information)
and response (behavior or feeling). There are two basic forms of conditioned
learning-classical and operant.
Classical Conditioning:
The process of using an established relationship between a stimulus and
response to bring about learning of the same response to a different stimulus is
called classical conditioning.
UCR (Positive
response/Emotion)

UCS(Image of Dr.
Muhammad Zafar Iqbal)

CR (Conditioned
Response)

CS (DELL)

UCS= Unconditional Stimulus

UCR= Unconditional Response
CS= Conditional stimulus
CR= Conditioned Response
Figure: Classical Conditioning of DELL Laptop
Operant Conditioning:
A response that is given reinforcement is more likely to be repeated when the
same situation arises in the future. Reinforcement plays a much larger role in
operant conditioning than it does in classical conditioning. Since no automatic
stimulus-response relationship is involved, the subject must first be induced to
engage in the desired behavior. Then this behavior must be reinforced. Operant
conditioning often involves the actual usage of the product.

DELL Laptop
(special discount)

Desired Response
Reinforcement
(Consumption)
(augmented features)

Figure: Operant Conditioning of DELL Laptop

Through operant condition DELL Laptop can grab more customers. For
example, Increases
they can introduce
special discount
in special
Probability
of program
Response
to occasions.
Stimulus
After purchasing DELL Laptop at special discount consumer start liking for
its augmented features. Then consumer tend to buy DELL Laptop at full price
whenever they demand for laptop.

Memory:
Memory is the total accumulation of prior learning experiences. It consists of
two inter related components:
Page 22 of 36

Short-Term Memory
Long-Term Memory
Short-Term Memory:
Short term memory is that portion of total memory that is currently activated or
in use. It is often referred to as working memory. It is an active, dynamic
process not a static structure.
Maintenance Rehearsal:
This is the application of short term memory. Maintenance Rehearsal is the
continual repetition of a piece of information in order to hold it in current
memory for use in problem solving or transferable to long term memory.

Strategy
DELL can launch TV commercial specially before IT related program and they
can hire space in front of IDB building, Manik Mia Avenue, Mohakhali Flyover,
in front of Ruposi Bangla to create repeated rehearsal in their memory which
will help to increase the likings of DELL Laptop.

Long-Term Memory
Long-Term Memory is viewed as an unlimited, permanent storage. Long-Term
Memory carries numerous types of information such as concepts, decision,
rules, process, affective states and so forth. In case of long term memory
product stays for a long term and consumer can recall after a certain period of
time.

Semantic Memory:
Semantic Memory is the basic knowledge or feelings about a concept. It
represents the persons understanding of an object or event at its simplest level.
After hearing DELL Laptop, the attributes come in the mind of the people are
High Status, Durability, High Price, High Memory. These attributes work as
semantic memory to the peoples mind. (According to our survey we found 29%
people said High Status, 21% said Durability, 15% said High Price, and 13%
said High Memory come in their mind after hearing the name DELL Laptop).
Semantic Memory/ Schema:
It is what a consumer thinks and feels when the brand name is mentioned. It is
the source of personal experiences and opinions through which customers can
differentiate DELL Laptop differently. DELL Laptop contains several
characteristics, usage situations, episodes and affective reactions.
While surveying the customers, we found several memory events about DELL
Laptop which are given below:
DELL
Laptop
High
Status

Durability

Page 23 of 36

High Price

High
Memory

Expensive

Quality
Parts

High
Quality

High Storage
Capacity

Posh
Good
Performance

Aristocrat
Customer

Corporate Use

Figure: Schema for DELL Laptop.

Positioning of DELL Laptop:
Brand image is nothing but the schematic memory of the human beings. It is the
combination of attributes, benefits, usage situations, users and
manufacturer/marketer characteristics that people applies while interpreting
DELL Laptop. It is often used interchangeably with brand image. Product
positioning has a major impact of long term success of brand. It is the place that
marketers want to have in the mind of target customer. To capture a good share
in a market one can offer consumers greater value, either through lower prices
or by providing more benefits that justify higher prices.
We tried to find out the position of DELL Laptop in the market by asking a
questionWhat comes in your mind when you hear the word DELL Laptop? Like High
Status, Durability, High Price, High Memory, Portability, Availability, High
Battery Life, Convenient to use.

Position of DELL Laptop on Peoples Mind

High Status

Durability

Portability

15%
10%
High Battery Life
Convenient to use
10%
10%

7%

Availability

29%
High Price

High Memory

21%

Others

Figure: positioning of the DELL Laptop on the peoples mind

According to our survey, we found that, majority of people (29%) said High
Status comes in their mind, 21% of total people said Durability, 15% of people
said High Price, 10% of people said Availability, 9% of people said High
Battery Life and 9% Convenient to use.
DELL Laptop has to focus on its High Status and Durability of the laptop
because according to peoples opinion their positioning depends mostly on
Page 24 of 36

Status and Durability of the laptop. Their High Price of laptops also plays a vital
role here as 15% people gave their opinion towards it.
Perceptual Mapping:
Perceptual mapping offers marketing managers a useful technique for
measuring and developing a product position. It takes consumers perceptions of
how similar various brands or products are to each other and relates this
perceptions to product attributes.
Through perceptual mapping we tried to show DELL Laptops position
compared with other brands in the market:
High
Quality
DELL

HP/Compaq
ACER
TOSHIBA

Fujitsu

Low
Price

High
Price

Low
Quality

Figure: Perceptual Mapping of Laptops

Based on our survey, we have completed our measurement and found some
difference between DELL Laptop and other brands. The measurement is
shown in perpetual mapping.
From the above perpetual mapping, we can see that DELL Laptop has the best
quality and is more expensive than other brands. After DELL Laptop,
HP/Compaq takes place in the second best position from both the Price &
Quality. Then Fujitsu, ACER and TOSHIBA are in the third, fourth and
fifth position respectively.
So, now we can say that HP/Compaq and Fujitsu are the main competitors
of DELL Laptop. DELL Laptop falls in the portion of Good Quality and
High Price. DELL Laptop is not that much available around Dhaka. Only two
authorized dealers are serving in the whole country. so it is very inconvenient
for people to visit dealers stores. So people are quite unhappy for it. Moreover,
people face difficulty at getting after sales service whenever they needed.
Probable Strategy:
DELL Laptop should emphasize on word of mouth by using Iconic-Rote that
we offer the best laptop.
Page 25 of 36

So DELL should increase price by proposing augmented features.

DELL should increase the use of quality materials for increasing Durability.
DELL should increase the number of dealers.
3.3 Attitude:
An attitude is an enduring organization of motivational, emotional, perceptual,
and cognitive process with respect to some aspect of our environment.
3.3.1 Attitude component:
Measurement of cognitive component:
The component consists of the belief that the people have towards different
laptops. To measure the cognitive component towards DELL Laptop we asked
consumer to place belief about the best attributes of DELL Laptop and their
Ideal Laptop in a semantic scale. To fully evaluate it, we also asked them to
place their beliefs about HP/Compaq, as they are very popular and have a
position in the market from the very beginning. We constructed the cognitive
component measure like the following way:
High Status
____ ____ ____ ____ ____
Low Status
High Durability
Low Durability

____ ____ ____ ____ ____

High Price
Low Price

____ ____ ____ ____ ____

High Configuration
Low Configuration

____ ____ ____ ____ ____

High Picture Quality

Low Picture Quality

____ ____ ____ ____ ____

Portability ____ ____ ____ ____ ____

BetterAfter
Sales Service
____ ____ ____ ____ ____
After Sales Service
The belief of customers towards ideal laptop:
Column1
Attributes
Status

Column2
Weight
(%)
0.3

Page 26 of 36

Less Portability
Low

Durability
Price
Configuration
Picture Quality
Portability
After Sales
Service

0.1
0.2
0.1
0.1
0.1
0.1

Figure: Measuring weight

Based on our survey, peoples opinion and our perception, for the Ideal
Laptop, we gave 30% weight to Status and 20% weight to Price. We gave
equal weight for Durability, Configuration, Picture Quality, Portability, and
After Sales Service that is 10%. We gave 30% weight for Status because
whenever people think of DELL Laptop they think about status and because
of status of their laptops they are referred by peoples friends, family and
associates. We gave 20 % to price because one of the criteria of maintaining
quality and status is to maintain its price as no one would think a laptop as High
Status if it is not High Priced. We gave 10 % weight to other attributes as those
come after Status and Price as they are the pre-determinants for the list of
probable buying options.
DELL LAPTOP ( Cognitive Component - Measuring Beliefs about Specific
Attribute)
Colu
Colum Colu
Colum Colum
Column1
Column5
Column8
mn2
n3
mn4
n6
n7
Picture
After
Attribute
Durabi
Configura
Portabi
Status
Price
Qualit
Sales
s
lity
tion
lity
y
Service
Total
255
237
232
243
243
229
229
3.8166 3.816666
Average 4.25
3.95
3.867 4.05
4.05
667
667
4.6166 4.866666
I
4.717 4.7667 4.717 4.73333
4.7
667
667
A-I
-0.467 -0.817 -0.85 -0.6833
-0.65
-0.8
-1.05
|A-I|
0.467 0.8167 0.85
0.68333
0.65
0.8
1.05
5.317
Weight
0.3
0.1
0.2
0.1
0.1
0.1
0.1
Weighted
0.14
0.0817 0.17
0.06833
0.065 0.08
0.105
Average
0.71
Figure: DELL Laptops Measurement of Cognitive Component.
As we know that the closer an attitude index calculated in this manner is to zero,
the better is the result. The total weighted average of DELL Laptop is 0.71.
Page 27 of 36

The weighted average of DELL Laptops Status and After Sales Service are
very high 0.14 and 0.105 respectively which represents bad situation.
From measuring the cognitive components, we found that the difference
between the Ideal Laptop and DELL Laptop Status is 0.467, Durability
difference is 0.8167, Price difference is 0.85, Configuration difference 0.6833,
Picture Quality is 0.65, Portability is 0.8, and After Sales Service difference is
1.05. If we compare it to the Ideal Laptop, we find all are in bad situation but
the Price and After Sales Service are in worst situation.
HP/Compaq ( Cognitive Component - Measuring Beliefs about Specific
Attribute)
Colum Colum Colum Colum
Colum Colum Colum
Column5
n1
n2
n3
n4
n6
n7
n8
After
Attribu
Durabil
Configurat Picture Portabil
Status
Price
Sales
tes
ity
ion
Quality ity
Service
Total
237
239
210
232
243
237
244
Averag
3.9833
4.0666
3.95
3.5
3.866667 4.05
3.95
e
3
67
4.7666
4.8666
I
4.717
4.7167 4.733333 4.7
4.6167
7
67
A-I
-0.77
-0.7833 -1.2167 -0.86667
-0.65
-0.667
-0.8
0.7833
|A-I|
0.767
1.2167 0.866667 0.65
0.6667 0.8
3
5.75
Weight 0.3
0.1
0.2
0.1
0.1
0.1
0.1
Weight
ed
0.0783
0.23
0.2433 0.086667 0.065
0.0667 0.08
Averag
3
e
0.85
Figure: HP/Compaqs Measurement of Cognitive Component.
If we compare DELL Laptops with HP/Compaq, we can see that the total
weighted average of HP/Compaq is higher than DELL Laptops that is 0.85.
We can say that the situation of HP/Compaq is much worse than DELL
Laptops in the market.
Changing Cognitive Component:
A common and effective approach to changing attitudes is to focus on the
cognitive component. DELL Laptops can change the consumers belief
towards their product by changing beliefs, shifts Importance and add beliefs.
Change Belief:
From the surveyed result, we can see that DELL Laptop has less efficiency in
After Sales Service. They have to change this belief. By establishing more
Page 28 of 36

service centers, DELL can change consumers belief about their After Sales
Service and can especially mention their efficiency on After Sales Service in
their advertisement. Through giving repetitive advertisement on After Sales
Service, people will start to change their belief towards DELL Laptop and
will start to believe that they have efficiency on After Sales Service.
Shift Importance:
According to surveyed result, people think that although DELL Laptop has
High Status but it has less efficiency in After Sales Service. So if DELL
Laptop focuses more on High Status by proposing that Owning DELL Laptop
is a part of status. Through this concept DELL Laptop may be able to grab
more consumers by shifting their importance in Status.
Add Beliefs:
According to our surveyed result we found that, 13% people believe that DELL
Laptop has High Memory. So DELL can promote that if one wants to do
corporate work they need high memory which DELL has. By this way DELL
can add a new belief.
Measure of affective component:
It is emotion and feeling of the customer to a particular service. They showed
their likings about DELL Laptop in the survey that is given below:
Measurement of affective component
Strongl
y
Strongl Agre Neutr Disagr Disagr
Statements
y Agree e
al
ee
ee
I like the configuration of Dell
Laptops.
21
27
6
5
1
I am satisfied with the
durability of "Dell" Laptops
20
24
8
5
3
Dell Laptops are affordable
17
24
13
13
2
I like DELL Laptops
17
5
8
5
5
Table: Measurement of affective component
From the above table we can see that 27 people out of 60 people surveyed
Agree with the statement I like the configuration of Dell Laptops, 24 people
also Agree with the statement I am satisfied with the durability of Dell
Laptops; 24 people said they are Agree with the statement Dell Laptops are
affordable; 17% people Strongly Agree with the statement I like DELL
Laptops.
The most noticeable thing is 13 of our surveyed people disagree with the
statement Dell Laptops are affordable; 13 people is a big number. So DELL
Laptop has to focus on their affordability.
Probable Strategy:
According to surveyed result, people think that although DELL Laptop has
Page 29 of 36

High Status but it has less efficiency in After Sales Service. So if DELL
Laptop focuses more on High Status by proposing that Owning DELL Laptop
is a part of status. Through this concept DELL Laptop may be able to grab
more consumers by shifting their importance in Status.
Changing Affective Components:
It is increasingly common for a firm to attempt to influence consumers liking of
its brand without directly influencing either belief or behavior. If the firm is
successful, increased liking will lead to a tendency to purchase the brand should
a need arise. Marketers use three basic approaches to directly increase affect:
classical conditioning, affect toward the ad itself and mere exposure.
Classical conditioning:
One way to directly influencing the affective component is through classical
conditioning. To change the affection of the customers we need to use classical
conditioning. DELL Laptop can use celebrity on their advertisement. When
people will see their favorite celebrity is using DELL Laptop, they will be
convinced by the advertisement. As they like the celebrity, they will like the
advertisement and through this way they may change their concept.
Affect toward advertisement:
Liking the advertisement can increase the tendency to like the product. DELL
Laptop can give their advertisement on billboard by using more bright color
that can easily attract more attention of consumers.
Measurement of behavior component:
A series of decision to purchase or not to purchase a product or to recommend it
or other brands to friends reflect the behavioral component.
The behavioral component tries to predict the actual behavior of consumers that
in this case whether they are using DELL Laptop or not. This was measured
by asking two questions:
Last time I used _________________ Laptop.
The result of the survey below:

Laptop Used Last Time

DELL

HP/Compaq

TOSHIBA

ACER

13%

Fujitsu

8%
42%

7%
30%

Page 30 of 36

Figure: Laptop used last Time

Here, we can see that 42% of consumers last time consumed DELL Laptop,
30% of consumers last time used HP/Compaq and another 13% last time used
TOSHIBA, 8% of consumers last time used ACER, and 7% of consumers
last time used Fujitsu.
Usually, I recommend ______________ Laptop.

Laptop Suggested By People

DELL

HP/Compaq

TOSHIBA

ACER

Fujitsu

12%
10%
48%

8%
22%

Figure: Laptop will be recommended by people

From our survey findings we can see that 48% people usually suggest DELL
Laptop, 22% people suggest HP/Compaq, 12% suggest ACER, 10%
suggest TOSHIBA, and 8% people usually suggest Fujitsu.
We can say that HP/Compaq is the main competitor of DELL Laptop.
What is the likelihood that you will buy Dell Laptops the next time when
you purchase Laptops?
Definitely will buy.
Probably will buy
May or may not buy
Probably will not buy
Definitely will not buy

The result of the survey is given below:

Page 31 of 36

What is the likelihood that you will buy "Dell" Laptops the next time when you purchase Laptops?
Definitely wil buy

Probably wil buy

12%
12%

May or may not buy

22%

24%
29%
Probably wil not buy Definitely wil not buy

Figure: Likelihood of buying DELL Laptop.

According to our survey result, 29% customers opinion was May or may not
buy, 24% Probably will buy, 23% people said they Definitely will buy the
DELL and equally 12% people said they Probably will not buy and
Definitely will not buy.
Changing behavioral components:
Behavioral component cannot change directly. With the change of cognitive and
affective component, behavioral component may change.
Changing behavioral prior to changing affect or cognition is based primarily on
operant conditioning.
Operant conditioning:
It is the main source to change the behavior of the customers. The behavior
component can be changed based on operant conditioning. If DELL Laptop
gives discount to the people and after discount people may like it due to its
augmented features. Finally people will purchase the product with full price.
Through this way DELL Laptop can change the behavioral component.
Component Consistency:
A change in one attitude components tends to produce related change in other
components. Marketing managers are ultimately concern with the influencing
behavior. Nevertheless it is often difficult to influence directly.
Consumer will often listen to sales personnel, attend advertisement, or examine
package. Marketers can therefore, indirectly influence behavior by providing
information, music or other stimuli that influence a belief or feelings.

Affective component (Yes,

DELL is Durable)
Cognitive Component
(DELL Laptop is
Durable)

Page 32 of 36

Behavioral Component
(Purchasing DELL
Laptop)

Figure: Component Consistency

4.0 Recommendation:
Dell, Inc. is an American multinational information technology corporation
based in 1 Dell Way, Round Rock, Texas, United States that develops, sells and
supports computers and related products and services. A lot of people of Dhaka
City like the Dell-laptop for it high status, durability, high price and high
memory. But Dell-laptop has some limitations which should be fixed to attract
more consumers, to increase market share, and to build loyal customers. Delllaptop has to do the following marketing strategies.
Advertising:
Dell laptop should increase advertisement. Dell should introduce informative
adds in the technology related magazine and daily newspaper. Dell should also
focus on Billboard advertisement. Sometimes Dell can launch TV commercial.
Improvement of Features: According to customers opinion, it should improve
its features. Otherwise it will not survive in the competitive market and lose the
young customer segment.
Should be affordable: DELL Laptop price should be more affordable. Many
people cannot purchase their laptop because of high price.
Increase in product line: They should introduce laptops in its store. They have
to expand their product line, have to bring new products.
Convenience:
Baskin-Robbins is not available to the customers. It has only two authorized
delear in Dhaka which is located at IDB Vhabon. It has to contract with more
delear in Dhaka city for the convenience of customers. As its target market is
Upper middle class and Middle class people, it can launch delearship in
Gulshan, Uttara, Baridharaetc to catch the target market.
5.0 Conclusion:
Dell, Inc. is an American multinational information technology corporation.
Though it has lots of limitations, it is liked by many customers due to high
status and durability.
6.0 BIBLIOGRAPHY
Books:
Consumer Behavior, Del I Hawkins, Rojer J. Best, Kenneth A. Coney, Ninth
Edition.
Principles of Marketing, Philip Kotler, Gray Armstrong, Eleventh Edition.
Marketing Management, Philip Kotler, Millennium Edition
Website:
www.dell.com
http://www.naaptol.com
www.aponalo.com
www.wikipedia.org
Page 33 of 36

https://en.wikipedia.org/wiki/Marketing_strategy
QUESTIONNAIRE
A STUDY ON CONSUMER BEHAVIOR AND MARKETING
STRATEGIES
Name

Age
>)

(< 16)(16-25) (26-35) (36-45) ( 46-55 ) ( Above60

Gender

[ ] Male

Annual Income

(10,000 or less)

(30,001-40.000)

(40,001-50,000)

Occupation

[ ] Female
(10,001-20,000)

(50,000 Above)

[ ] Student

[ ] Businessman

[ ] Private Employee

[ ] Govt .Employee

[ ] Other
Prefer Laptop
:
[ ] DELL [ ] Other
________________________________

1.

Price is an important factor while purchasing laptop.

[ ] Yes

2.

3.

[ ] No

I consider Looks while purchasing a laptop.

[ ] Yes

4.

[ ] No

I consider Brand Name while purchasing a laptop.

[ ] Yes

(20,001-30,000)

[ ] No

I Prefer discounts while purchasing a laptop.

Page 34 of 36

[ ] Yes
5.

I consider Advertisement while purchasing a laptop.

[ ] Yes

6.

[ ] No

What brand of laptop have before

[ ] Dell

7.

[ ] No

[ ] Others________________________

Why you liked this

[ ] High Status
Availability

[ ] Durability

[ ] High battery life

[ ] High Price
8.

[ ] Convenient to use

[ ] High price

[ ] High Memory[ ] Others

[ ] No

Most influencing factor at the time of purchase Laptop

[ ] Friends [ ] Self

[ ] Celebrity
10.

[ ]

Warranty is an important factor while purchasing.

[ ] Yes

9.

[ ] portability

[ ] Family [ ] Sales People

[ ]Advertisement [ ] Others

How you know about DELL Laptop

[ ] Tv commercials
[ ] Websites

[ ] Magazines [ ] Billboards

[ ] Friends/Relatives/Associates
[ ]Others

Page 35 of 36

[ ]In-store advertising

Page 36 of 36