A STUDY ON

A study on diversity at workplace in IT sector

A PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF

THEDEGREE OF

BACHELOR OF MANAGEMENT STUDIES

UNDER THE FACULTY OF COMMERCE

BY

Ms. ASHWINI GUPTA

ROLL NO. 82

UNDER THE GUIDANCE OF

Ms. RESHMA RAJPUT

TOLANI COLLEGE OF COMMERCE

150-151, SHER-E PUNJAB SOCIETY,

GURU GOBIND SINGH ROAD, ANDHERI (EAST),

MUMBAI-400093.

MARCH 2023

A STUDY ON
 “CONSUMER PERCEPTION ABOUT BRANDING AND
MARKETING”

A PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF

THEDEGREE OF

BACHELOR OF MANAGEMENT STUDIES

UNDER THE FACULTY OF COMMERCE

BY

Ms. ASHWINI GUPTA

ROLL NO. 82

UNDER THE GUIDANCE OF

Ms. RESHMA RAJPUT

TOLANI COLLEGE OF COMMERCE

150-151, SHER-E PUNJAB SOCIETY,

GURU GOBIND SINGH ROAD, ANDHERI (EAST),

MUMBAI-400093.

MARCH 2023

TOLANI COLLEGE OF COMMERCE

 150-151, SHER-E PUNJAB SOCIETY,

GURU GOBIND SINGH ROAD, ANDHERI (EAST),

MUMBAI-400093

CERTIFICATE

This is to certify that Ms. Ashwini Suraj Gupta has worked and duly
completed her Project Work for the degree of Bachelor in Management
Studies under the Faculty of Commerce in the subject of Project in
Management Studies (Human Resource) and her project is entitled, “A
STUDY ON CONSUMER PERCEPTION ABOUT BRANDING AND
MARKETING” under my supervision.
I further certify that the entire work has been done by the learner under my
guidance and that no part of it has been submitted previously for any Degree
of any university.
It is his own work and facts reported by his personal findings and
investigations.

Date of Submission-

Ms. Shalini Clayton Ms. Reshma Rajput Dr. Vijaya Krishna

BMS Coordinator Internal Guide External Examiner (Principal)

DECLARATION
I the undersigned Ms. Ashwini Suraj Gupta here by, declare that the work
embodied in this project work titled “A STUDY ON CONSUMER
PERCEPTION ABOUT BRANDING AND MARKETING”, forms my
own contribution to the research work carried out under the guidance of
Ms. Reshma Rajput is a result of my own research work and has not been
previously submitted to any other University for any other Degree to this or
any other University.

Wherever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.

Signature of Candidate
Ms. Ashwini Gupta

Certified by
Ms. Reshma Rajput

ACKNOWLEGEMENT
To list who all have helped me is difficult because they are so numerous and
the depth is so enormous.

I would like to acknowledge the following as being idealistic channels and

fresh dimensions in the completion of this project.

I take this opportunity to thank the UNIVERSITYOF MUMBAI for giving

me chance to do this project.

I would like to thank my Principal, DR. VIJAYA KRISHNA for providing

the necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator MS. SHALINI

CLAYTON, for her moral support and guidance.

I would also like to express my sincere gratitude towards my project guide

MS. RESHMA RAJPUT whose guidance and care made the project
successful.

I would like to thank my COLLEGE LIBRARY, for having provided

various reference books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or
indirectly helped me in the completion of the project especially my
PARENTS AND PEERS who supported me throughout my project.
 INDEX

Sr No. Title Page No.

1 INTRODUCTION 1
1.1 Consumer 1
1.2 Meaning and Definition 1
1.3 Consumer Buying Behavior 2
1.4 Factors Influencing Consumer Behavior 4
1.5 Consumer buying behavior (Stages/ Process) 7
1.6 Laptop 10
1.7 History of Laptops 11
1.8 Features of Laptop 13
1.9 Types of Laptop 18
1.10 Some Market Leaders of Laptops 26
1.11 Top Vendors of Laptop as per 2018 report 32
2 RESEARCHAND METHODOLOGY 34
2.1 Objectives 34
2.2 Hypothesis 35
2.3 Research Problems 36
2.4 Research Methodology 37
2.5 Research Design 38
2.6 Data Collection 39
3 REVIEW OF LITERATURE 40
4 DATA ANALYSIS, INTERPRETATION AND 43
PRESENTATION
4.1 Actual Collection of Data 44
4.2 Data Analysis 49
5 FINDINGS, CONCLUSION AND 70
SUGGESTION
5.1 Findings 70
5.2 Conclusion 72
5.3 Suggestions 73
5.4 Fulfillment of Objectives of Study 74
5.5 Fulfillment of Hypothesis of Study 75
6 REFERENCES 76
7 APPENDIX (QUESTIONNAIRE) 77

LIST OF DIAGRAMS:
 Sr No. Title Page No.
1 Percentage wise study of Age of respondents 44
2 Percentage wise study of Factors influencing purchase 45
of new Laptop (Overall Result)
2.1 Percentage wise study of Factors influencing purchase 46
of new Laptop (Storage)
2.2 Percentage wise study of Factors influencing purchase 47
of new Laptop (Brand)
2.3 Percentage wise study of Factors influencing purchase 48
of new Laptop (Company Services)
2.4 Percentage wise study of Factors influencing purchase 49
of new Laptop (Price)
2.5 Percentage wise study of Factors influencing purchase 50
of new Laptop (Operating System)
2.6 Percentage wise study of Factors influencing purchase 51
of new Laptop (Design and Looks)
3 Percentage wise study of Budget of new Laptop 52
4 Percentage wise study of Means of Finance respondents 53
prefer to buy Laptop
5 Percentage wise study of Ranking the Laptop 54
manufacturing Companies in the order of preference
6 Percentage wise study of why respondents rank the 55
particular Laptop as No.1
7 Percentage wise study of respondents willing to spend 56
extra for buying Laptop
8 Percentage wise study of do respondents own a Laptop 57
9 Percentage wise study of do respondents find any 58
 problems or difficulties in their Laptop
10 Percentage wise study of what problems do respondents 59
face in their currently owned Laptop
11 Percentage wise study of Name of respondent’s 60
presently owned Laptop
12 Percentage wise study of what kind of services and 61
facilities do respondents expect from the Dealer/ Laptop
company
13 Percentage wise study of how respondents get to know 63
about the Laptop that they own
14 Percentage wise study of features of respondent’s 65
Laptop
14.1 Percentage wise study of features of respondent’s 65
Laptop (Price)
14.2 Percentage wise study of features of respondent’s 66
Laptop (Style)
14.3 Percentage wise study of features of respondent’s 67
Laptop (Maintenance)
14.4 Percentage wise study of features of respondent’s 68
Laptop (Battery Backup)
14.5 Percentage wise study of features of respondent’s 69
Laptop (Compatibility)

LIST OF TABLES:
Sr No. Title Page No.
1 Age of Respondents 44
2 Factors influencing purchase of new Laptop 46
(Storage)
3 Factors influencing purchase of new Laptop 47
(Brand)
4 Factors influencing purchase of new Laptop 48
(Company Services)
5 Factors influencing purchase of new Laptop 49
(Price)
6 Factors influencing purchase of new Laptop 50
(Operating System)
7 Factors influencing purchase of new Laptop 51
(Design and Looks)
8 Budget for New Laptop 52
9 Means of Finance used to purchase new Laptop 53
10 Respondents willing to spend extra for? 56
11 Problems faced in currently owned Laptop 59
12 Services / Facilities expected from Dealer/ Laptop 62
Company
13 How Respondents got to know about their laptop 64
 1: INTRODUCTION.

1. Consumer Perception: Meaning/Definition and Nature of Consumer

Perception:
1.1 Consumer:
1.1.2 Meaning and definitions
A person who purchases goods and services for personal use.
A consumer is one that buys goods for consumption and not for resale or
commercial purpose.
Consumers are those individuals who purchase commodities for deriving
utilities and using them to satisfy their needs.
A consumer is a person or organization that uses or consumes economic
services or commodities.
"A Consumer is the most important visitor on our premises. He is not
dependent on us we are on him. He is not an interruption to our work; he
is the purpose of it. We are not doing a favour to a consumer by giving
him an opportunity. He is doing us a favour by giving an opportunity to
serve him." – Mahatma Gandhi
The above definition can be explained as follow: It is true
that Customers are considered to be the King of the market. This holds true in
today's market scenario; Customer relies on Quality, You cannot give
anything to your customer; for retaining them, you need to lure them with the
quality product.
1.2 CONSUMER PERCEPTION:
1.2.1 MEANING AND DEFINITIONS:
The Business Dictionary defines consumer perception as a “marketing concept
that encompasses a customer’s impression, awareness or consciousness about a
company or its offerings. Typically, customer perception is affected by
advertising, reviews, public relations, social media, personal experiences, and
other channels.”
Customer perception refers to the customer's opinion of your business or
products. It summarizes how customers feel about your brand including every
direct or indirect experience they've had with your company. By monitoring
customer perception, your businesses can spot common user pain points and
improve the customer journey.
Customer perception refers to the process by which a customer selects, organizes,
and interprets information/stimuli inputs to create a meaningful picture of the
brand or the product.
Kotler (2005) says that perception is a process through which information is
received, selected, organized and interpreted by an individual.

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 2. RESEARCH METHODOLOGY
2.1 OBJECTIVES

1) To find out the whether the idea of the 24 x 7 malls concept would support the
economy.
2) To find out the fluctuations in the sale during different time frames.

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2.2 HYPOTHESIS

1. Acceptance of the 24 x 7 malls concept by Mumbaikars.

H1 – 24 x 7 malls concept will be accepted by the citizens in Mumbai.

H0 – 24 x 7 malls concept will not be accepted by the citizens in Mumbai.

2. Issue of Security faced by the malls.

H1 – Security might be an issue when it comes to the 24 x 7 malls concept.

H0 – Security might not be an issue when it comes to the 24 x 7 malls concept.

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2.3 RESEARCH PROBLEMS

1. Data collection problems – People have subjective views on having a 24 x 7 lifestyle

therefore it was difficult to take their opinion on this concept.

2. It was difficult to find researches based on 24 x 7 concept.

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2.4 RESEARCH METHODOLOGY

This project is prepared with the help of theoretical knowledge and also advises
and suggestions were taken from the articles. As far as the information is concerned
about the 24 x 7 concept which is available on the internet. Multiple articles were taken
by various publications and journals. The overall study has been completed with
combination of all the above things.

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2.5 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with the economy.

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2.6 DATA COLLECTION

The task of data collections begins after a research problem has been defined. While
deciding about the methods of data collection to be used for the study, the researcher
should keep in mind two types of data that is primary and secondary..

Sampling technique:

The sampling technique adopted for the study is random sampling technique according to
the convenience of the researcher. A questionnaire was formed for youth and working
professionals to obtain data for the purpose of analysis.

Sample Size:

Data collected using a sample of 50 respondents.

Sample description:

The sample mainly consists of data from the primary sources that are utilized for the
purpose of this study. This is done by means of questionnaire to different people.
Secondary data like journals, research reports were relied on for retrieving further
information.

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 3: REVIEW OF LITERATURE.
1) Nicholls, Li, Kranendonk and Roslow (2002): Their study was a brief
comparison between the mall visitors of today’s century and those in the 1990s.
The difference mainly was in the shopping patterns and the buying behaviour,
today’s shoppers are pleasure driven when compared to those in the 1990s and
today’s buyers visit less but purchase more in a single visit.

2) Leo and Phillipe (2002): Their research tells us that shopping is associated to
elements like the retail sector, the real estate sector and ambience which can
increase the goodwill of a shopping mall creating it an ideal place for the
shoppers.

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4: DATA ANALYSIS, INTERPRETATION AND PRESENTATIONS.

4.1 ACTUAL COLLECTION OF DATA:

Both secondary and primary sources of data are utilized for the purpose of this study.
Primary data is collected by means of administering a questionnaire to the different
peoples. Secondary data is collected from various records, manuals and other sources.

SR NO. PARTICULARS DESCRIPTION

1. Title

2. Sample Size

3. Sample Unit

4. Sampling Procedure

5. Research Design

6. Research Instrument

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4.2DATA ANALYSIS:

1. Age of the respondents.

Fig. 1\
INTERPRETATION:
The above bar graph Fig. 1 shows the age of the respondents. It shows that 28
respondents which means about 56% of them were of the age 20 whereas 9 respondents
which was 18% were of the age 19 and thirdly respondents which was about the age of
21 were 10% and the 18 age were 4 which summed up to 8%. Later, at the ages of 22, 24,
26 and 27 were 2% which included 1 respondent each.

Age Respondents Percentage

18 4 8
19 9 18
20 28 56
21 5 10
22 1 2
24 1 2
26 1 2

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 27 1 2

Table. 1
2.Gender

Fig. 2
INTERPRETATION:
The above pie chart Fig. 2 if we talk about the gender of the respondents the females
deominated the males which were around 60% to 40% respectively out of 50
respondents.

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 5: FINDINGS, CONCLUSIONS AND SUGGESTIONS.

5.1 FINDINGS:

It has been found that:

1. This concept was mooted by Shivsena in the year 2013.

2. This concept was made official from the 27th January, 2020.

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5.2 CONCLUSION:
We can also see that due to many easy payment options available in the market like EMI,
Plastic Money etc. people have started making maximum use of it., especially majority of
the people now a days prefer buying laptop using EMI and Plastic Money as it provides
them with attractive discounts and also they do not have to pay the whole amount
instantly. The burden of cash payment reduces due to these new payment options.

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5.3 SUGGESTIONS:
 Discount / Complementary on accessories also act as influencing factors for
purchase decision. So dealer can give discounts on accessories, after sales for a
period of a year or two to stimulate the customers.


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5.4 FULFILLMENT OF OBJECTIVES OF THE STUDY:

1. From the above study we can get to know that Storage Capacity, Brand and
Company Services are the major factors that influence the decision making of the
customers while purchasing the Laptop.

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5.5 FULFILLMENT OF HYPOTHESIS OF THE STUDY:

1. For,
H1: People give more preference to price.
H0: People give less preference to price.
From the above study “H0” that is the Null hypothesis is proved that people give less
preference to Price. They give more preference to Storage Capacity of the Laptop before
buying it.

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 6: REFERENCES.

BIBLIOGRAPHY:

1. Schiffman, L.G., Kanuk, L.L., & Kumar, S.R. (2011). Consumer Behaviour. (10th
ed.). Pearson.

WEBLIOGRAPHY:
 http://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-
behavior-meaningdefinition-and-nature-of-consumer-behavior/32301

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 7: APPENDIX.

QUESTIONNAIRE:

A Research Survey Questionnaire of Consumer Preferences in

purchasing Laptops.
I am a student of Mumbai University, pursuing Bachelor in Management Studies (BMS)
with Marketing Specialization. I am currently doing a survey regarding "A study of
Consumer Preferences in purchasing Laptops with reference to Jogeshwari , Mumbai."
Please spend some of your precious time by filling up this questionnaire. Your feedback
will be kept confidential. Your answers are valuable to my research. Thank you for your
kind cooperation.

1. Age
2.

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