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Laptops: Submitted by

The document summarizes the laptop market in India in 2009. It discusses the major players in the laptop market and their market shares, with HP, Acer, and Dell being the top three brands. It also profiles the main consumer segments of students, professionals, professional gamers, and personal users. It analyzes the consumer buying process for laptops, including need recognition, information search, evaluation of alternatives, and purchase decision for each segment. Finally, it discusses implications for the laptop market, including targeting the middle income group and tailoring marketing strategies to each consumer segment.

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Meghesh Nandi
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86 views15 pages

Laptops: Submitted by

The document summarizes the laptop market in India in 2009. It discusses the major players in the laptop market and their market shares, with HP, Acer, and Dell being the top three brands. It also profiles the main consumer segments of students, professionals, professional gamers, and personal users. It analyzes the consumer buying process for laptops, including need recognition, information search, evaluation of alternatives, and purchase decision for each segment. Finally, it discusses implications for the laptop market, including targeting the middle income group and tailoring marketing strategies to each consumer segment.

Uploaded by

Meghesh Nandi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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LAPTOPS

SUBMITTED BY:
ADITI KOHLI
ANCHIT WADHWA
ARSHIYA SINGH
MAYANK JAIN
MEGHESH NANDI
INTRODUCTION
The laptop market has registered 79% Year-on-Year.

India's personal computer market is undergoing a


major transition.
LAPTOP MARKET SHARE-2009
Laptop Market Share - 2009
5% 20%
5% 4%
4%

5%

HP
Acer
Apple
Dell
Toshiba
8% Asus
Neo
Lenovo
17% Sony
IBM
Others

8%

11% 14%
CONSUMER PROFILES
STUDENTS

PROFESSIONALS

PROFESSIONAL GAMERS

PERSONAL USE
STAGES IN CONSUMER BUYING
NEED RECOGNITION
The basic needs for the consumer buying laptop were:

Style quotient
To stay connected (Social Networking)
Configurations
Applications
Portability
NEED RECOGNITION – SEGMENT WISE
Style Quotient Social Configuration Application Portability
Networking

Students
+ + - + +
Professionals
- + - + +
Gamers
+ - + - -
Personal Use
- + - - +
INFORMATION SEARCH
STUDENTS – Value for money, style and size

PROFESSIONALS – Reliability, Brand Loyalty and


efficiency of battery

GAMERS – Information about each component,


highly educated segment

PERSONAL USERS – Price and after sale services


EVALUATION OF ALTERNATIVES
Most selling brand in laptops-Acer, HP, Compaq

Lower prices-Acer

More features and lower price-Lenovo

Brands competing on quality-Sony, Dell

 After sales services-HP


PURCHASE DECISION
PURCHASE DECISION
STUDENTS PROFESSIONALS GAMERS PERSONAL
USERS

TOTAL SET Dell, Acer, HP, Sony, Compaq, Toshiba, Lenovo, HCL, LG, IBM
AWARENESS SET Dell, HP, Sony, Acer, HCL, Lenovo
CONSIDERATION SET Dell, HP, Dell, Acer, HCL Dell, HP, Lenovo,
Sony, Toshiba, Acer
Lenovo Sony

CHOICE SET Dell, HP Dell, HCL Dell, Sony Lenovo, Acer


POST-PURCHASE EVALUATION
Satisfaction is a function of the closeness between
buyer’s expectation and product’s perceived
performance.

Dissatisfied with the after sale service of his Acer


laptop.

Gamers respondent was found to be dissatisfied due


to the overheating of the laptop.
ROLES
SEGEMENT Initiators Influencers Users Deciders Approvers Buyers

Student PG Institute Friends Self Self Father Father

Student UG Self Friends Self Father Father Father

Professionals Company Brand Loyalty Self Company Supervisor Company

Gamers Self Friends Gamers Self Self Self Self

Personal Family Relatives/Neighbor Self and Head of Combined Family


Users members s Family Family Decision member
MARKET IMPLICATIONS
Shift of focus from high income group to middle income
group

Students – Cheap, trendy, discounts


Professionals – Bulk deals, brand loyalty
Gamers – More customized
Personal Users – Better after sale services at negotiable
prices
THANK
YOU !!!

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