A

Report On

SUMMER INTERNSHIP PROJECT

At

Submitted By
Mr. Shubham Wagle (57)
Under the Faculty Mentor of
Prof. Amruta Vadnerkar

Marketing Department
2021-22
Program PGDM (M)
Name of Student Shubham Wagle
Division PG-M
Roll Number 57
Specialization Marketing
Company Name Reliance Retail, Mumbai.
Title of Project A study to understand consumer preference in retail sector for
laptops.

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 DECLARATION

I hereby declare that this report submitted in partial fulfilment of the requirement of the
award for the Post Graduate Diploma in Management to Chetana’s Institute of Management
and Research is my original work and not submitted for the award of any degree or diploma
fellowship or similar titles or prizes.

I further certify that I have no objection and grant the rights to Chetana’s Institute of
Management and Research to publish any chapter/ project if they deem fit in
Journals/Magazines and newspapers etc. without my permission.

Place: Mumbai

Date:

Name: SHUBHAM WAGLE

Division: PG-M

Roll No.: 57

Signature:

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INDUSTRY CERTIFICATE

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 COLLEGE CERTIFICATE

This is to certify that the project submitted in partial fulfilment for the award of Post
Graduate Diploma in Management of Chetana’s Institute of Management and Research is a
result of the bonafide research work carried out by Mr. Shubham Wagle under my
supervision and guidance, no part of this report has been submitted for the award of any other
degree, diploma, fellowship or other similar titles or prizes. The work has also not been
published in any Journals/Magazines.

Date: 06/08/21

Place: Mumbai

Prof. Amruta Vadnerkar

Faculty guide Dr. Madhumita Patil
I/C Director CIMR

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 ACKNOWLEDGEMENT

This summer project is a result of constant support and help of many individuals for their
kind motivation, guidance and fellowship. I would like to extend my sincere thanks to each
one of them. I am highly indebted to Mr. Pradeep Reyya of Reliance Digital (Marketing
Manager) for his supervision and guidance in successfully completing the summer internship.
Firstly, I would like to express my gratitude to Reliance Digital for giving me this
opportunity to do my summer internship as being my first experience working for an Retail
Sector company. During this internship, I was provided with a unique perspective to look at
strategies building with knowledge & experience of the company’s core operations. I would
express my deep sense of gratitude to my faculty guide Prof. Amruta Vadnerkar as my
college SIP mentor for this summer internship. Her insights, feedback and constant support
helped me to finish my project work successfully on time and in well-organized manner. I
express my gratitude towards her for taking the time out of her busy schedule to provide the
utmost guidance and motivation. Her cordial support, valuable information has led me to
complete this project.

I also would like to extend my gratitude towards Chetana’s Institute of Management and
Research, I/C Director Dr. Madhumita Patil ma’am and all the professors for their valuable
advice and support throughout this internship.

Lastly, this internship would not be as productive as it was without the great team that I had
worked with. It was a pleasure to work with all the other interns and I am thankful to all of
them.

Shubham Wagle

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Title Page

Declaration

Industry Certificate

College Certificate

Acknowledgement

Contents

List of Figures

Executive Summary

1. Introduction

1.1 About the Company

1.2 Sector Details

2. Project & Task Details

2.1 Task Details

2.2 Research Problem & Research Question

2.3 Objectives of the Project & Study

2.4 Research Methodology

3. Analysis & Findings

4. Conclusion & Recommendation

4.1 Conclusion

4.2 Limitation

4.3 Recommendation

Bibliography

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 LIST OF FIGURES AND TABLES

Fig. No. & Details Page

Table No. No.
Fig 1.1 Competitors of Reliance
Retail
Fig 1.2 Indian Retail Sales
Fig 1.3 Overall category breakdown
of retail in India
Fig 1.5 Category breakdown of
organised retail in India
Fig 1.6 GRDI Index
Fig 3.1 Major investors
Fig 3.2 Global market share
Fig 3.3 Key financials of market
dominators
Fig 3.4 Primary use of laptop
Fig 3.5 Age of respondents
Fig 3.6 In general store preference
Fig 3.7 Attributes considered
Fig 3.8 Factors considered
Fig 3.9 Preferable Brands
Fig 3.10 Purpose of buying laptop
Fig 3.11 Change in customer loyalty

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 EXECUTIVE SUMMARY

This report summarizes my internship program as a Marketing intern with Reliance Retail.
To be precise I worked in reliance digital as an intern. Reliance digital is an electronic
shopping store in the Retail sector providing all kinds of electronic gadgets to end consumers
all over India. During the tenure of my summer internship the key tasks assigned to me were
preparing an NSO (New Store Opening) PPT Presentation and cold calling about new
product line in laptop category. Also, I had field work where I had to visit nearby stores and
work on consumer buying behaviour regarding different brands of laptop that are available in
the store and note it down for a report that had to be submitted on daily basis.

Apart from this, I had to come up with new marketing ideas for their brand advertisement
and keep a close track on competitors new marketing strategies. During the 2 months of
period, I personally contacted various potential customers so that I can pitch them regarding
the laptop that reliance had to offer in the market. Through this cold calling I got many
experiences with respect to how to execute a sales call and deal with different customers.

I conducted a research to study the consumer preference for laptops in retail sector. There are
many aspects and parameters that come in picture when a consumer wishes to buy a laptop.
To know these factors a research was conducted.

Altogether it was great learning experience wherein I learned how to work in a team and
how to manage time with efficient work.

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 CHAPTER 1
INTRODUCTION

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1.1 ABOUT THE COMPANY

Details about the organization’s business

Name of the organization- RELIANCE DIGITAL

Location- Reliance Retail Limited, Registered Office: 3rd Floor, Court House, Lokmanya
Tilak Marg, Dhobi Talao, Mumbai - 400 002

Reliance Digital is a platform where consumers have easy access to consumer goods like
electronic gadgets and it is a concept of information technology which is completely owned
by reliance industries. Reliance digital is a subsidiary of reliance retail.

Reliance digital was successful in launching their 1st ever store in Delhi on 24th April 2007.
As of today there are over 500 reliance digital stores and reliance digital Xpress mini stores
spreaded across more than 20 states all over India . The stores are spread across the states
of Andhra Pradesh, Delhi, Uttar Pradesh, Gujarat, Karnataka, Kerala, Maharashtra, Tamil
Nadu, Telangana, West Bengal, Orissa, Assam, Bihar, Jharkhand and NCR. Different stores
have different size, reliance digital stores are big in size compared to Xpress mini stores
which are smaller in size.

Reliance Digital is India's largest electronics retailer. From deep, adept buying advice to
personal after-sales, reliance digital makes sure their customer is left with no complaint and
guarantees complete customer satisfaction. Reliance has enlarging product range that
includes the latest releases in different electronic gadgets like, Mobile Phones, Tablets,
Laptops, TVs, Sound Systems, Home Assistants, ACs, Refrigerators, Washing
Machines, Cooktops, Dishwashers, DSLR cameras and Accessories all at affordable prices.

SERVICES AND SOLUTIONS OFFERED BY RELIANCE DIGITAL

Reliance ResQ
For every setup, there is a backup which solves the problems of consumers and provides
solution. Reliance ResQ does for reliance digital in retail sector. It provides exceptional

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services and solutions to the customers. The only certified electronics service brand is
brought by reliance digital where after and before sales services are executed at customers
ease. ResQ takes care of customer needs after the product is being purchased including
depreciation, upkeep, refunds and replacements.

ResQ offers services in the following way:

REPAIRS
Reliance has special engineers acquired to work closely under the ResQ concept and solve
the technical problems or otherwise that customers face after buying products from reliance
digital. They scrutinize, reinstate and fix all types of products so that consumers could make
the best use out of them.
 

MAINTENANCE
After purchase of a product, it all comes down to wear and tear of that product until its
complete depreciation. ResQ ensures constant service to their customers as far as
maintenance of the product is concerned. There are products that carry warranties under
which the products are repaired for free unless they are in their warranty period.
 

SMART SERVICES
Engineers help the customers with a demonstration trial of the product they wish to buy, help
them experience concurrence and give insights with the use of which customers can make
best use of their product.
 

 365-DAY AVAILABILITY
At reliance digital, no days off policy is followed wherein the services provided under ResQ
are available all round the year, even on weekends and public holidays. Customer satisfaction
has always been the priority when it comes to service providing for reliance digital.
 

ISO 9001 CERTIFIED

Your trust in us is certified. ResQ is India’s only ISO certified electronics service brand.
 

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FREE PICK-UP AND DROP
Usually customers are called at service centres with their product complaints but what ResQ
offers is no more inconvenience for those who are looking for their products to be repaired
which are brought through any portal that would through online or offline. ResQ doesn’t
hesitate to go distances to pick and drop customer products from home to service centre and
back. No charges are imposed for this service.

STAND-BY UNIT SUPPORT

There are stand-by units for selected electronic products
 

PERIODICAL PRODUCT HEALTH CHECK-UP

ResQ’s periodical deterrent upkeep ensures that your electronics remain healthy.
 

SWOT ANALYSIS

Strength weakness

 Brand reputation and goodwill build  Inventory control is a major issue at

over the years.
 Backed up under powerful parent
company ( Reliance industries)
 Strong distribution channels across
multiple villages
certain stores which becomes huge
issue when it comes at the time
when products have to be delivered.
 Poor hindquarters framework leads
to low stock keeping units which in

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  Retail chain that carries 800+ stores term hits the delivery service of the
in 70+ cities all over India. brand.

Opportunities Threats

 Grasping on brand name and  Cut-throat rivalry from competitors

crossing the threshold into reliance like Tata Croma, Vijay sales, Digi 1
saloon.  General overheads are too high
 Huge prospective to bring down the which in turn affects the final profit
operation cost all around different margin for certain products.
states with the help of brawny  Globally if reliance retail is
logistics network. considered as whole, Walmart India
would be the biggest competition as
far as consumer durables are
concerned.

Competitors of Reliance retail

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 Fig 1.1

1.2 SECTOR DETAILS

Indian retail industry has become apparent as one of the most zestful and expeditious industry
due to the arrival of multiple new entrants leading to fierce competition. Till 2015, the total
retail sales were round about US $ 463 billion by the end of 2015 which had a prominently
increased as compared to 2013 sales which was US $ 370 billion followed by 2014 sales
which was US $ 415 billion.

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 Fig 1.2
But as of now very recently, the total consumer spending under Indian retail sector accounts
for about more than US$ 2000 billion by the end of year 2021.

 When we talk about gross domestic production viz a viz the retail sector, it is more
than 10% of India`s GDP.
 And when we talk about the sectors involvement in employment rate of the nation, the
contribution of the retail sector is more than 7-8%. Globally India`s retail sector is 5th
largest on global index figure.
 The retail industry shows a steady growth year-on-year and employs a huge number
of workers worldwide. This is a highly competitive, fast-paced industry, which is vital
to the economy. 

The retail industry consists of all companies who sell goods and services to consumers. There
are many different retailers around the world, including grocery, apparel, food service,
jewellery, consumer electronics, pharmacy, independents, department stores, DIY, electrical
and others. The overall category breakdown of retail in India is represented by the following
chart.

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 Fig 1.3

As per the above statistical chart, a huge pile of share is occupied by food and grocery market
by 60% under the retail sector which tells us that this market has strong potential of being the
market leader in the Indian retail sector. Followed by pharmacy i.e. 10% with apparels at 8%
and mobile and telecom at 6%.

 In this progressive merciless competition, the players that are in existence in the retail
sector should function in a certain way.
 In this modern market of consumers every customer need top-notch customer service
and consolidated purchasing experience.
 To justify the above statement best example would be the leap up of omni-channel
retailing, where e-commerce comes into the scenario to make the buying concept
easy for the consumers.
 The merging of conventional shopping with present-time technology is more
convenient for consumers to finalize their purchase decision.
 Shopping now can be done on a touch and at ease for the consumers as they can buy
their favourite products via their tablets and phones rather than visiting as actual
nearby store. So, in turn if retailers need to maintain their customers, they must
provide a restrained, impeccable experience for their consumers in order to stay
fierce and competitive.  

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  As the money flow in the retail sector is ceaseless it becomes important for the major
players to stay ruthless and aggressive in providing quality to the customers.
 The supply chain should be expanded in the retail sector so as to maintain the robust
quality of products for the end consumers.

MARKET SIZE

India`s retail sector is compiled by two markets i.e. organised and unorganised retail markets.
India to a great extent is an unorganized retail market, subscribing with 85% of the whole
retail sector in India. When we come towards the valuation of both the market concerned with
the retail sector, the organised one is about $60 billion and the rest is occupied by
unorganised sector. Further would be the category breakdown of organised retail sector in
India

Fig 1.4
As per the figure above, the organised sector is highly occupied by apparel and accessories
market at 28% as shopping has become accessible on one touch where consumers can buy
their products online with ample of variety with favourable rates.
Then comes the food and grocery market at 19% followed by consumer durables and
personal products that include personal care, skin care at 15%.

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  It is estimated that the organised retail market will be benefitted with a rise of 25%
whereas the heat would be faced by the unorganised market that is estimated to go
down to 78% by the end of year 2021.
 This statistic tells us that the organised retail market of India has the ability to reach
$160-165 billion due to social and cultural anthropology along with lucrative factors
such as suburbanization, rising revenue and hike in inherent households.
 After the covid pandemic, it was difficult for every sector to recover back to normal
and achieve favourable heights in market. The retail sector gained 92% pre-covid
sales in February 2021. Particularly in the retail sector, there was an decent increase
of 16% in consumer durables and 17% growth in quick service restaurants (QSR)
[Source: Retailers association of India – RAI]

Fig 1.5

India ranked No. 2 in Global Retail Development Index (GRDI) in 2019.

As per the global development retail index, India ranked 2nd worldwide.

MAJOR INVESTORS

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 Fig 1.6

Development Scenario
 For a couple of decades from the year 2000, the Indian retail peddle received Foreign
Direct Investment (FDI) equity flux of US$ 3.24 billion. [Source: Department for
Promotion of Industry and Internal Trade (DPIIT).]
 As the Indian retail industry is rising w.r.t the market growth, there are increasing
wants of the consumers for their respective preferable goods and services under
electronic durables and home appliances.
 Due to this increasing demand many companies have started investing in the retail
space very recently.
 Different infantry equities and advanced assets worth of US$ 7billion get attracted
into the Indian retrial sector which benefits different investors.

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Government Initiatives
Due to the growing Indian retail market, the government of India had to come with certain
initiatives for the betterment of the concerned sector.

 Most of the initiatives are ecommerce friendly wherein government of India has
permitted 100% FDI in online retail sector. This gave a upper hand to the
ecommerce companies involved in retail sector in getting a clear idea about their
operating business in India.
 Government of India has plans to ameliorate binary framework in tier 2 and 3
markets which can be beneficial for the investors as well as the end consumers.
 Post the make in India initiative government of India may have plans to commute
the rules of FDI in food processing market so that it gives a push to online
companies and abroad investors to sell made in India products.

Road Ahead
 Online purchasing is the modern way of shopping which is a boon and concern for
every sector.
 Talking particularly about the retail sector, during the recent times of pre and post-
covid, the business of e-commerce has taken a huge leap as far as their monetary
aspects are concerned as compared to other sector.
 Online buying is growing at a more than stagnant rate for this sector.
 Buying and selling have now become at consumers ease.
 Customer gets variety of goods at cheap prices.
 E-commerce is in all likelihood fabricating a significant uprising in retail industry,
and this shift is distinctly possible to be carried on in the years to come.
 Retailers should anchorage virtual retail portals, which will permit them to squander
fewer funds on real estate while collaborating with excess customers in tier II and III
cities.
 India`s online retail sector is anticipated to US$ 110 billion i.e. round about 85%.

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  Customers excessive shopping through mobile phones keeps on increasing and is
anticipated to grow at more than 20% early till 2024.
 With the progressive mindset of consumers regarding their purchase decisions even
the payments methods have changed from traditional method i.e. in cash to online
payment through different digital wallets, credit and debit cards, online banking
transfers.
 Going a bit in past the ecommerce infiltration was just around 5% in 2019 where it is
expected to go up around 12% by the end of 2024.
 However, this deep-rooted and visionary exposure for the retail industry seems to be
optimistic, backed up by increasing revenues, advantageous enumerations, new
entries of outside players, and rising urbanisation.
.

MACRO ECONOMIC FACTORS AFFECTING THE SECTOR

PESTLE also is known as political, economic, sociological, technological, legal, and

environmental. This analysis covers all the factors which affect the Retail sector with respect
to reliance in particular. Let us understand one by one.

Political Factors that Impact Reliance Retail:

 Global dealings & other concords – The sector has a decent dossier of bond with
global concords with several international partners.
 Responsibilities that regional governments execute – regional governments have heavy
dominance in the policy making process and their enactment as most of the rules and
directives are applied by the regional government.
 Commination of Terrorist Attacks – the market segments believe in the world of post
26/11, organisations such as Reliance have to function in the market with working
below the contour of a terrorist attacks.
 representative governments and institutions – the representative governments and
institutions are required to bolster ahead so that organisations such as Reliance can
flourish in an unfolded, translucent and steady political surrounding.

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  Government directives – regularity and uniformity in both policy making and
application of those policies.
 bureaucratic enactments - The bureaucratic enactments have become efficient with
international rules which have had pushed the nation to better its “ease of doing
business” holdings.

Economic Factors that Impact Reliance Retail:

 Price variations in both regional and global markets – Collating to the level of
empirical loosening in the past 10 years the prices of Reliance products and prices of
overall products have persisted adherent in the Indian market.
 Financial and pecuniary regulations – The self-governing authorities tariff break
heritage has given a push to the indebtedness and it can lead to monetary trouble for
the economy in years to come.
 Foreign Exchange Rate – various organisations have been facing the heat of heavy
losses in the recent few years due to forex threat in – Venezuela, Brazil, and
Argentina. Hence, Reliance should be vigilant about the past of forex threat prior
getting into new market.
 human resources efficiency – in India the human resources has grown by 15-20 % in
past two years even though the remunerations are not showing those on paper. It can
allow Reliance to recruit bunch of talented employees at considerable remunerations.

Social Factors that Impact- Reliance Retail: 

 Viewpoint towards pleasures and respites – Reliance should demeanour an

anthropological experiment to deeply understand both, the viewpoint towards pleasure
and respites and alternatives for the same.
 viewpoint towards Health & Safety –. Reliance has firm standards for health and
safety rules so that they can make an impactful appearance in the market.
 Gender anatomy in employment Market - Reliance can use gender anatomy of
employment market to know the extent of unprejudiced nature of the society.

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  viewpoint towards supremacy –Reliance should cautiously examine the viewpoint
towards supremacy prior beginning a marketing propaganda for its goods and services
as it is different in different nations.
 classification of Social Contract between regime & Society – Before getting into a
market Reliance needs to get to the gist of the nature for social contract between
regime and society.

Technological Factors that Impact Reliance Retail:

 value of manufacturing and changes in the market – Reliance should research about -
What is the value of manufacturing products in the market and the changes that keep
on taking place constantly in the economy.
 copyrights, trademarks and Patents Protection – Before getting into a new market
zone, Reliance should particularly careful about the copyrights, trademarks and patents
related to the concerned business and market.
 R&D speculation degree – If there is high degree of speculation in R&D sector then
there are huge probabilities of constructing a independent ecosystem that leads to
innovation. In this, reliance can anchorage such a circumstance to acquire the best
talent in business.

Environmental Factors that Impact Reliance Retail: 

 sustainable technology – here it is i9mportant to see the aspects of how much money is
being disbursed on sustainable technologies and how reliance can make this
speculation as a part of its ambitious plan of action for marketing strategies.
 Reclaim Policies – this point talks about the prospective reuse policies in the market
and how Reliance can make use of those policies.
 CSR Customs – Are Reliance present CSR customs accepted in the new market or is
it required to form new dynamism to be used in the concerned market.
 Waste Management –waste management regulations play a vital role in environmental
factors where as in reliance it is important for the organisation to get use to this
regulations for functioning properly in the market.

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  Influence of Climate Change – impact of change in the weather also decides the
productivity of the organisation (Reliance).

Legal Factors that Impact Reliance Retail: 

 Entrepreneurship Laws – Before stepping foot in new market, Reliance has to analyse
the entrepreneurship laws and how they are different from home market.
 Employment Laws – What are the employment laws in the nation and are they
compatible with the model of Reliance.
 privacy Laws – Reliance needs to analyse what are the privacy laws in the nation as far
as data’s and insights are concerned about the organisation and what are necessary
precautions to preserve them.

CHAPTER 2
PROJECT/TASK DETAILS

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2.1 TASK DETAILS

During my internship at reliance I was delegated with various tasks which were as follows:

TASK 1

 As it was day one and week one to gain basic knowledge of reliance products and
offerings, I was asked to research about various products that reliance offers on an
average into different shoppes. The parameters such as Product availability, price,
competitors price, reviews had to be taken into consideration
 To understand and to get the insights of various RD products I was asked to visit
various online pages and social media websites.
 I was asked to come up with creative ideas in marketing and planning.

TASK 2

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  After getting brief idea of reliance offerings and the digital postings I was asked to
prepare a Powerpoint presentation for (NSO) new store opening which was going to
open in Dombivli.
 for that my mentor shared another Powerpoint presentation of a store opening in
Gwalior, Madhya Pradesh for reference.
 on the basis of information and slides that the shared ppt contained I was asked to
make one same presentation for the store opening.
 I Had to add photos of the store surrounding, maps so that they can get precise idea
about the store location for which I had to travel to the store for a day.

TASK 3

 In the third I had to prepare the final presentation which consisted of parameters like
customer segmentation, targeted catchment, Pincode penetration, OOH plan,
opportunities and inference.
 for various planning slides like ooh, catchment, launch plan I was helped with
appropriate statistical data and insights by my mentor.
 I also had to make a report of my understanding of various plans that are related to
the store opening. Till the end of third week I was asked to submit the presentation
which I did right before the submission date.

TASK 4

 The next task assigned to me was completely related to cold calling.

 I had to execute random sales call regarding new laptops that reliance digital had to
offer.
 I had to call institutions and colleges and ask them whether they were interested to
engage in a contract with reliance for purchase of laptops. And if someone shows
concern about the product, I had to further explain them the features and
characteristics regarding the product so as to convert them into potential buyer.

TASK 5

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  After submitting the presentation the next task was to know consumer perception
about various reliance products with respect to competitors products considering
price and feature aspects .
 For this I had to travel and visit the nearest reliance store to my house.
 There I had to ask to random strangers about their perception regarding the product
they are interested to purchase and what are their reviews about other brands related
to the same product they are willing to buy.
 At the end of the day I had to write and give a small report about what the consumers
think about different aspects of RD products and my opinion on what should be done
to improve certain fault if any as per my view.

Challenges faced:

While preparing the presentation, I wasn’t aware of or had information about lots of areas
that I was suppose to include in the slides such as ooh plan, catchments, market snapshots,
mapping etc. for which I had to do my research on and then make the presentation
accordingly.

During the cold calling task I did not have had any contacts provided for the sales pitch. The
calls made were completely random without any intimation which made difficult for me to
pitch in for as most of the customers weren’t interested in listening to what the call was
about.

While visiting stores and talking to customers and asking them about their perception about
products that reliance was offering, I had to face constant rejection as in the first place many
people denied talking to me and sharing their views about anything. Convincing them that
this is a survey which would be beneficial for their own self was a bit of a task for me.

2.2 RESEARCH GAP AND RESEARCH PROBLEM

Research Gap

 Lack in research that examines the consumer perception w.r.t brand loyalty.

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Research Problem

 Brand preferences of consumers vary as technology advances and new features

are introduced by various brands.
 Complex calculation and high-tech variations are carried out on laptops that cant
be done using other devices, reason decision to buy laptop becomes more
complex and takes time.

2.3 OBJECTIVES OF THE PROJECT/STUDY

 To find out the type of outlets from where a consumer buys their laptop
 To identify the user’s different pre- purchase attributes or features before buying
a particular laptop.
 To find out various considerable factors that influence the consumer’s final
buying decision most.
 To identify brand preferences of consumers while purchasing laptops.
 To analyze the brand loyalty of consumers regarding laptops.

2.4 RESEARCH METHODOLOGY

Introduction

 A particular model or procedure that benefits learners recognize, select, method, and
analyse data on a specific case is called research methodology.
 Enables readers to examine the truth and dependability of research in research tasks.
In simple phrases, interpret what you performed and what resulted in you getting the
outcomes you bought.
 It is valuable to understand the “how” of the examination or the particular parts of the
examination. Across research procedures, it is feasible to appreciate how researchers
formulate substantial studies to produce reliable results that explain the course
purposes.

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  The methodology category must confirm that the selected method is the best method
to achieve durable and reliable results to explain the research goals and purposes.
 In short, an organized path to find outcomes to difficulties is through research
methodology.
 The strategy utilized by researchers is to clarify and forecast incidents. Preparing a
research work plan is the objective of research methodology.

Research Design

 Research Design chosen here was Descriptive research.

Type of Research

 Quantitative Research was preferred for research. Purpose of Quantitative

research methods is to describe variables, examine relations among variables,
Determine cause and effect etc.

Modes of Data Collection

 Primary Data Collection- Online Survey via Questionnaire

 Secondary Data Collection- Online Articles, Research Journals

Sampling and Data collection tools

 Google Forms were preferred as data collection tool as physically meeting

individuals was not possible because of pandemic lockdown restrictions.

Data Analysis tools

 The tools used for Data analysis and representation were Microsoft Excel, Pie
charts and Graphs.

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Sampling Size

 I got 83 respondents on the basis of which I concised my data.

Sampling Method

 Here I used convenience Sampling which is the type of Non probability sampling.
Because it allows to obtained basic data and characteristics of the people without
any complications and hardcore trends.

Closure- In this chapter, task details, research problem & research question, objectives of the
project/study, research methodology was been discussed. In the next chapter, findings &
analysis of responses are going to be discussed.

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 CHAPTER 3
ANALYSIS AND FINDINGS

FINDINGS FROM SECONDARY DATA

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 Fig 3.1

 The graph shows global market share of different brands of laptops under retail
sector.
 This is the statistical data for recent years that tells us that even globally, HP is the
brand that is the market dominator which has acquired the largest share of laptop
segment under retail sector.
 Then followed by Lenovo and Dell.

 These are laptop market dominators under retail sector in India, HP and Dell being at
top followed by Lenovo Toshiba and others.
As we saw the domination of HP and Dell in the market their key financials are as
follows:

Fig 3.2

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  The chart shows the percentage breakup of laptop brands owned by people currently
where we can clearly see that the market is dominated by HP and Dell as 60% of the
customers own these devices followed by others.

Fig 3.3
 Parallel to the primary data even the secondary findings evaluated that most of the
consumers use laptop for professional work followed by academic and gaming
purposes.

FINDINGS FROM PRIMARY DATA:

THE GOOGLE FORM WAS FILLED BY 83 RESPONDANTS AND THE FINDINGS

WERE AS FOLLOWS:

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 Fig 3.4

A total of 83 respondents filled the survey out of which 42.2% were females and 57.8% were
males indicating a higher amount of male respondents

Fig 3.5

Total respondents were of the age group between 18-25 whereas 9.6% were of the age group
26-32 and rest covered 33 years and above.

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 Fig 3.6 In general Store preference

 To fulfil the first objective of finding out the type of outlets from where a
consumer buys their laptop, this was the question asked at the initial stage.
 As we can see in the graph, most of the consumers prefer buying laptops from
Vijay sales at 60% followed by Croma (59%) and Reliance digital (44%).

Fig 3.7 Attributes considered

 Tu fulfils the second objective of identifying the user’s different pre- purchase
attributes or features before buying a particular laptop, the following question was
asked.

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 So as we can see in the graph above, 1 being the lowest and 5 being the highest on the
scale, most of the consumers want a laptop that has good battery life followed by high
resolutions and core processors.

Fig 3.8 Factors considered

 To analyse the next objective of finding out various considerable factors that
influence the consumer’s final buying decision most, this question was asked.
 The respondents were asked to rate on a scale of 1 to 5 (1 being the lowest and 5
being the highest).
 The most important factor that drives customers to buy a laptop is the features and
attributes that a certain laptop delivers.
 Followed by price factor which becomes vital while final buying decision.
 Later factors like warranty period, after sales service and discounts and offers were
given importance.

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 Fig 3.9 Preferable brand
 To analyse next objective of brand preference, this question was asked.
 Here, consumers prefer HP laptops (68%) on priority as it is a well established brand
followed by apple (59%) and Dell (47%).

Fig 3.10 Purpose of buying laptop

 To know the exact reason behind purchase of a laptop it was mandatory to ask the
purpose of buying laptop.

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 As the graph shows, 73% of the respondents voted for office work which teels us that
most of the consumers purchase the laptop for work purpose then followed by
academic and gaming purpose.

Fig 3.11 Change in customer loyalty

 To fulfil the final objective of analyzing the brand loyalty of consumers regarding
laptops, this question was asked.
 The respondents were asked to rate on a scale of 1 to 5 (1 being the lowest and 5
being the highest).
 As in the graph shows, most of the respondents weren’t comfortable changing their
preference for some other brands. They would like to stick to their current brand.
 When it comes to brand loyalty, consumers trust their existing brand as far as laptop
buying is concerned as there are lot of things and factors that have to be considered
while purchasing a laptop. So no one is ready to take chances on changing their brand
and trying something new that they haven’t heard of.

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 CHAPTER 4
CONCLUSION AND RECOMMENDATION

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4.1 CONCLUSIONS:

 Manufacturers of different laptop brands need to improve quality of the brand,

they may also consider the price of selling it so as to make it affordable to all
customers
 The purpose of using a laptop for most of the consumers is for professional work.
 New brands in laptop category should be promoted but cant look at it as a primary
source of products that can be sold.
 Factors like price, warranty, after sales service influenced consumers but
comparatively features were considered to be most important.
 In order to improve the market share, companies should provide better featured
laptops and should work on pricing strategy
 In order to improve the brand awareness, the marketers should find the drawbacks
of the strategy and should work on enhancing the quality and services aspect on
the branding.

4.2 LIMITATIONS

 The study is limited to the attitudes and perceptions of the selected sample
respondents and may not be universally applicable.
 Restricted age group.
 Research is evaluated only for retail stores whereas online buying is not
considered

4.3 MANAGERIAL IMPLICATIONS

 Provides a launch concept for laptop companies w.r.t all the statistical data of
consumer buying behaviour

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  Serves as a roadmap to finalize plans to grow market share and increase consumer
awareness about a particular product
 Will help a product manufacturer to improve the brand value by meeting the users
requirement through this realistic feedback.

Annexure

A- Questionnaire

Note- *= Compulsory Questions

Section 1

1. Email-id*- _______

2. Gender*

a) Male

b) Female

c) Other

d) Prefer not to say

3. Age*

a) 18-25

b) 26-32

c) 33-40

d) 40-47

e) 47 and above

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4. Which store would you prefer to visit while buying a laptop?*

a) Reliance Digital

b) Croma

c) Vijay sales

d) Digi 1

5) Which brand do you prefer while buying a laptop?

a) Lenovo

b) Dell

c) HP

d) Acer

e) Asus

f) Samsung

g) Apple

h) Toshiba

6) Purpose of buying a laptop?

a) Professional work

b) Academic

c) Gaming

d) Other

7) Rate the features according to you that can be an advantage while purchasing
a laptop? ( 1 being the lowest and 5 being the highest)

a) High screen resolution

b) Light weight

c) Core i series processors

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d) RAM

e) Battery life

f) Storage capacity

8) How likely are you to buy a laptop of some other brand that you are not
aware of? ( 1 being least likely and 5 being most likely)

9) Rate the following criteria you take into consideration while purchasing a
laptop? ( 1 being the lowest and 5 being the highest)

a) Discounts and offers

b) After Sales services

c) Features and attributes

d) Warranty

e) Price

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 BIBLIOGRAPHY

Bibliography
91 mobiles . (n.d.). Retrieved from 91 mobiles : https://www.91mobiles.com/hub/91mobiles-laptop-
buyer-insights-survey-2020/

assosia. (n.d.). Retrieved from assosia: https://www.assosia.com/sectors-channels/retail

imrg. (n.d.). Retrieved from imrg: https://imrg.org/india-retail-landscape/

journal of Emerging Technologies and Innovative Research. (n.d.). Retrieved from journal of
Emerging Technologies and Innovative Research: https://www.jetir.org/

worldwidejournals. (n.d.). Retrieved from worldwidejournals: https://www.worldwidejournals.com/

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