Consumer Behavior on Dell Laptop

A STUDY ON CONSUMER BEHAV BEHAVIOR AND MARKETING MARKETI NG STRATEGIES Project Report Submitte to t!e U"i#er$it% o& M'r'$ i" p'rti'( &u(&i((me"t o& t!e re)uireme"t$ &or t!e '*'r o& De+ree o&   M'$ter o& Commerce C, HARISH GOKU-

REGISTER NUMBER. /01233/40 U"er t!e Gui'"ce '" Super#i$io" o&

Dr, S, SAMPATH RA5, M,Com,6 M,p!i(,6 P!,D, A$$oci'te Pro&e$$or

POST GRADUATE AND AND RESEARCH RESE ARCH DEPARTMENT DEPARTMENT O7 COMMERCE COM MERCE PACHAIYAPPA8S CO--EGE CHENNAI 9 :33303 APRI- 9 ;31:

Dr, S,SAMPATH RA56 M,Com,6 M,P!i(,6 P!,D,6

Associate Professor in commerce

CERTI7ICATE STU UDY ON This Th is is to cert certif ify y that that the the proj projec ectt repo report rt enti entitl tled ed “ A ST CUSTOMER SATIS7A SATIS7ACTION CTION TO< TO Reg, No.!"#$$%!& in record record project work work done by C,HARI

 partial f'lfillment of the re('irements re('irements of the award of the )egree of *aster of  +ommerce. Page 1 of 0:

 The report work is an independent and original work of  the candidate 'nder my g'idance and has not formed part of any other work for the award of )egree, )iploma, associate ship and fellowship of any 'niersity.

Pro&, S,Um'p't!%6 M,Com6 M,p!i(

Dr, S, SAMPATHRA5 SAMPATHRA5 M,Com,6 M,P!i(,6 P!,D,

-/) of +ommerce&

>Guie '" $uper#i$or?

E@TERNA- E@AMINER 

PACHAIYAPPA8S CO--EGE CHENNAI 903

C , HARISH GOKUII M,Com Re+,No./01233/2; DEC-ARATION

0 do hereby declare that the project work entitled  A STUDY ON CUSTOMER SATIS7ACTION SATIS7ACTION TO< TO
Page ; of 0:

)AT34 P5A+34 +hennai6!$ >C,HARISHGOKU-? >Re+, No, /01233/2;?

ACKNO<-EDGEMENT

0 am gratef'l to DR,P,GA5IVARDHAN,M,$c, M,P!i(,6 P!,D, the  principal Pachaiyappa1s college +hennai, for haing gien me this opport'nity opport'nity to p'rs'e the *.+om. )egree in commerce in this prestigio's instit'tion. Um'p't!%,M, ,M,Com, Com,66 M,P!i(, M,P!i(, *y thanks are also d'e to Prof. S, Um'p't!% Professor and ead, P.7 and research department of commerce, Pachaiyappa1s coll colleg ege, e, +hen +henna nai6 i6!$ !$ and and the the mem members bers of fac' fac'lt lty y for for thei theirr s' s'pp ppor ortt and and enco'ragement.

0t is with real pleas're that, 0 record my gratit'de gratit'de and indebtedness indebtedness to my Dr, S, SAMP SAMPA ATH RA56 RA56 M,Com M,Com66 M,P! M,P!i( i(66 P!,D P!,D,, Associate  project g'ide, Dr, Professor in +ommerce, Pachaiyappa1s college, +hennai68$$$!$ for his co'nsel and g'idance d'ring the preparation of this Project work. 0 hae hae pleas pleas're 're in e9pres e9pressi sing ng my indebt indebtedn edness ess to acknow acknowled ledge ge their  their   blessed enco'ragement enco'ragement and contin'o's contin'o's s'pport that 0 receied from my parents, parents,  brother and and my sister sister thro'gho't thro'gho't this project work. work.

-+. AR0: 7/;<5& )ate4 -Reg.no4!"#$$="& Place4 +hennai

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CHAPTER NAME CHAPTER I

Tit(e I"trouctio" Hi$tor% M'reti"+ M'reti"+ Str'te+% Ori+i"$ Objecti#e Scope -imit'tio" Met!oo(o+% B'c+rou" o& De(( ('ptop

CHAPTERII

 

Comp'"% Pro&i(e Comp'"% Mi$$io" Prouct$ Co"$umer Re$e'rc! Met!o$

CHAPTER III

CHAPTERIV

A"'(%$i$ o& Co"$umer Be!'#ior Pro&i(e o& t!e T'r+et M'ret Demo+r'p!ic 7'ctor$ Soci'( 7'ctor$ Ot!er 7i"i"+$   Se(&Co"cept P$%c!o(o+ic'( 7'ctor$   Memor% S!ortTerm Memor% -o"+Term Memor% Attitue Compo"e"t Recomme"'tio"

CHAPTERV

  Co"c(u$io"

CHAPTERVI

BIB-IOGRAPHY   Boo$  
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P'+e No

Dell laptop: An Analysis of Consumer Behavior and Marketing Strategies

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39ec'tie s'mmary A s'ccessf'l marketer m'st 'nderstand cons'mer1s psychology and behaior to s'ccessf'lly grip the target market. To f'lly 'nderstand cons'mer need, demand, marketers need to accomplish marketer research. 0n this report, we hae analy>ed cons'mer1s psychology, opinion, perception, and behaior towards )ell6laptop. Bearing the name of its fo'nder, *ichael )ell, the company is one of the largest technological corporations in the world, employing more than "$!,!$$ people worldwide. )ell is listed at n'mber #" in the Fortune 500 list. ?e hae foc'sed on brand e('ity, image, e9ternal and internal factors etc.

I"trouctio" Ori+i"$ 5aptops are an integral part of today1s management st'dent1s st'dy kit. And with a plethora of brands in'ndating the market, each trying to differentiate itself from the other in terms of feat'res, style, etc and trying to entice the b'yer  with attractie offers, the decision of >eroing on the laptop has become a gr'esome e9ercise for the st'dent. The ery nat're of the prod'ct enco'rages the prospectie b'yer to go thro'gh all the stages of a typical b'ying process. That is the reason that we hae taken 'p to st'dy the cons'mer b'ying behaior for )355 laptop b'ying.

Hi$tor% )ell traces its origins to "@=#, when *ichael )ell created )ell +omp'ter +orporation, which at the time did b'siness as  PC's Limited , while a st'dent of the ines for sale directly to cons'mers and c'stom assembled each ordered 'nit according to a selection of options. The company grossed more than %! million in its first year of operation. 0n "@=8, *ichael )ell bro'ght in 5ee ?alker, a "6year6old ent're capitalist, as president and chief operating officer, to sere as *ichaels mentor and implement *ichaels ideas for growing the company. ?alker was also Page : of 0:

instr'mental in recr'iting members to the board of directors when the company went p'blic in "@==. ?alker retired in "@@$ d'e to health, and *ichael )ell hired *orton *eyerson, former +3/ and president of 3lectronic )ata :ystems to transform the company from a fast6growing medi'm6si>ed firm into a billion6dollar enterprise. The company dropped the P+1s 5imited name in "@=% to become )ell +omp'ter +orporation and began e9panding globally. 0n C'ne "@==, )ells market capitali>ation grew by !$ million to =$ million from its C'ne DD initial  p'blic offering of !. million shares at =.$ a share. 0n "@@D, Fortune maga>ine incl'ded )ell +omp'ter +orporation in its list of the worlds $$ largest companies, making *ichael )ell the yo'ngest +3/ of a 2ort'ne $$ company eer. 0n "@@!, to complement its own direct sales channel, )ell planned to sell P+s at  big6bo9 retail o'tlets s'ch as ?al6*art, which wo'ld hae bro'ght in an additional "D million in ann'al reen'e. Bain cons'ltant ;ein Rollins pers'aded *ichael )ell to p'll o't of these deals, belieing they wo'ld  be money losers in the long r'n. *argins at retail were thin at best and )ell left the reseller channel in "@@#. Rollins wo'ld soon join )ell f'll6time and eent'ally become the company President and +3/.

M'reti"+ )ell adertisements hae appeared in seeral types of media incl'ding teleision, the 0nternet, maga>ines, catalogs and newspapers. :ome of )ell 0ncs marketing strategies incl'de lowering prices at all times of the year, free bon's  prod'cts -s'ch as )ell printers&, and free shipping to enco'rage more sales and stae off competitors. 0n D$$8, )ell c't its prices in an effort to maintain its "@.DE market share. This also c't profit6margins by more than half, from =.% to #.! percent. To maintain its low prices, )ell contin'es to accept most p'rchases of its prod'cts ia the 0nternet and thro'gh the telephone network, and to moe its c'stomer6care diision to 0ndia and 3l :alador . A pop'lar es comp'ters to fit c'stomers re('irements. Page 4 of 0:

M'reti"+ Str'te+%. The process 's'ally begins with a scan of the b'siness enironment, both internal and e9ternal, which incl'des 'nderstanding strategic constraints. 0t is generally necessary to try to grasp many aspects of the e9ternal enironment, incl'ding technological, economic, c'lt'ral, political and legal aspects. 7oals are chosen. Then, a marketing strategy or marketing plan is an e9planation of what specific actions will be taken oer time to achiee the objecties. Plans can be e9tended to coer many years, with s'b6plans for each year, altho'gh as the speed of change in the merchandising enironment ('ickens, time hori>ons are becoming shorter. 0deally, strategies are both dynamic and interactie,  partially planned and partially 'nplanned, to enable a firm to react to 'nforeseen deelopments while trying to keep foc'sed on a specific pathwayJ generally, a longer time frame is preferred. There are sim'lations s'ch as c'stomer lifetime al'e models which can help marketers cond'ct Fwhat6ifF analyses to forecast what might happen based on possible actions, and ga'ge how specific actions might affect s'ch ariables as the reen'e6per6c'stomer and the ch'rn rate. :trategies often specify how to adj'st the marketing mi9J firms can 'se tools s'ch as *arketing *i9 *odeling to help them decide how to allocate scarce reso'rces for different media, as well as how to allocate f'nds across a portfolio of brands. 0n addition, firms can cond'ct analyses of performance, c'stomer analysis, competitor analysis, and target market analysis. A key aspect of marketing strategy is often to keep marketing consistent with a companys oerarching mission statement. *arketing strategy sho'ld not be conf'sed with a marketing objectie or mission. 2or e9ample, a goal may be to become the market leader, perhaps in a specific nicheJ a mission may be something along the lines of Fto sere c'stomers with honor and dignityFJ in contrast, a marketing strategy describes how a firm will achiee the stated goal in a way which is consistent with the mission, perhaps by detailed plans for how it might b'ild a referral network, for e9ample. :trategy aries by type of market. A well6established firm in a mat're market will likely hae a different strategy than a start6'p. Plans 's'ally inole monitoring, to assess progress, and prepare for contingencies if problems arise.

Objecti#e$ ". By doing the report, we will be able to know the target market1s profile of  )ell 5aptop, their b'ying p'rposes and preference. D. ?e will also be able to know the c'rrent market sit'ation of the laptop  prod'cts. !. ?e will be e9ploring the facts how indiid'als get infl'enced towards laptops, what they feel abo't different laptops and what are the comparisons. This report will also let 's know the possible commendations for )ell 5aptop.

Scope. Page  of 0:

The report is prepared concentrating on )ell 5aptop. The area of the s'rey was only in )haka city. :o, all the estimations hae been made based on the city area. 0t is a comprehensie report based on str'ct'red ('estionnaire s'rey, data calc'lation, people1s opinion, o'r perception and knowledge, and books of +ons'mer Behaior.

-imit'tio" ?hile preparing the report we had to face some problems. 2or the sake of official secrecy, the concerned officials did not proide eno'gh information. Time shortage was one of the major problems. Then lacking of information among c'stomer were another major problems. 0n many case we fo'nd some people who do not hae any idea abo't )ell 5aptop. *any people did not cooperate beca'se they were not interested. As beca'se the ('estionnaire was in 3nglish many people co'ld not 'nderstand the ('estions and th's co'ld not answer well.

Co"$umer Re$e'rc! Met!o$ *arket research is often needed to ens're that we prod'ce what c'stomers really want and not what we think  they want. Primary s secondary research methods. There are two main approaches to marketing. Secondary research inoles 'sing information that others hae already p't together. 2or e9ample, if yo' are thinking abo't starting a b'siness making clothes for tall people, yo' don1t need to ('estion people abo't how tall they are to find o't how many tall people e9istKthat information has already  been p'blished by the <.:. 7oernment.  Primary research, in contrast, is research that yo' design and cond'ct yo'rself. 2or e9ample, yo' may need to find o't whether cons'mers wo'ld prefer that yo'r soft drinks be sweater or tarter. Research will often help 's reduce risks associated with a new prod'ct, b't it cannot take the risk away entirely. 0t is also important to ascertain whether the research has been complete. 2or e9ample, +oca +ola did a great deal of research prior to releasing the New +oke, and cons'mers seemed to prefer the taste. oweer, cons'mers were not  prepared to hae this drink replace traditional +oke.

Met!oo(o+%.  Nature of the study. 39ploratory  Source of information. Both primary and secondary.  Primary Source. Primary so'rce were random entities. The following factors

were considered to collect information4 Sampling method 4 +onenient :ampling  Inormation Collection instrument 4 :tr'ct'red ('estionnaire for the respondents. Sample Si!e4 8$ indiid'als.  Secondary Sources. :econdary information was collected from the internet.  Analysis of information. :tatistical techni('e thro'gh *: 39cel was 'sed to Page  of 0:

analy>e the collected data. :'m, +o'nt if, Aerage, weighted aerage were 'sed here.  Presentation of Information. +ollected and calc'lated information are  presented in graphical forms. D. Backgro'nd of )ell6laptop De((6 I"c, is an American m'ltinational information technology corporation  based in " )ell ?ay, Ro'nd Rock, Te9as, ine listed )ell as the si9th largest company in Te9as by total reen'e. 0t is the second largest non6oil company in Te9as M behind ATT M and the largest company in the A'stin, Te9as area. O

Comp'"% Pro&i(e. B'$ic I"&orm'tio" Comp'"% N'me. )ell 5aptop Bu$i"e$$ T%pe. 0nformation Technology +orporation. Bu$i"e$$ -i"e. )ifferent type of 5aptops. ProuctFSer#ice. )ell I"$piro", HP:, Adamo and :t'dio. Comp'"%
D.D. +ompany *ission4 *ission is to be the most s'ccessf'l comp'ter company in the world at deliering the best c'stomer e9perience in markets we sere. D.!.". Prod'cts4 D.!."." )ell 0nspiron4

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)ell I"$piro" "#R

)ell I"$piro" "D laptop

)ell I"$piro" "#R i"#RN  N$$

)ell I"$piro" "R6

)ell @PS *"!!$

The

@PS *"D"$

)ell A'mo

A'mo endgame

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De(( Stuio

De(( Stuio

!. Analysis of +ons'mer Behaior4 !.". Profile of the Target *arket4 0n this part of the report, we hae disc'ssed the demographic, psychographic and socioeconomic factors abo't the target market of 5aptop. 2rom this part it is easy to find o't all potential cons'mers age, se9, income, ed'cation, so'rce of information, infl'ential factors, personality. This information hae been fo'nd o't by cond'cting an e9tensie s'rey based on 8$ samples and analy>ed by seeral statistical tools. !.".". )emographic 2actors4 )emography is the st'dy of h'man pop'lation in terms of si>e, density, location, age, gender, race, occ'pation and other statistics. The demographic enironment is of major interest to marketers beca'se it inoles people and  people who make 'p market and it also gie them a clear description of them. 2rom the s'rey we fo'nd the res'lt of demographic factors which are described below4 7ender4
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DELL Consumer (Gender Male

Female

32% 68%

7i+ure. 7ender of oerall laptop market )ell laptop

2rom the s'rey res'lt we fo'nd that among these 8$E of male, 8=E are the c'stomers of “)355 5aptop and among the #$E of female, !DE are the 'sers of “)355 5aptop. According to o'r findings it is ery clear that the majority c'stomers of “)355 5aptop “are male. Probable :trategy4 They sho'ld foc's more on female c'stomers, beca'se most of the cons'mers of “)355 5aptop are male. “)355 5aptop sho'ld associate its prod'ct more with female cons'mers by 'sing renowned female personalities in its marketing actiities. “)355 5aptop sho'ld adertise its prod'ct more to their target market. They can make Teleision +ommercials or Radio adertisements and play it in  between the programs which are made for yo'ng people specially females. They sho'ld introd'ce more ibrant colors. 39ample6 /range, green and p'rple. They can 'se 0conic Rote. 2or e9ample, they can 's e key6board by proposing female ergonomic key6board. They can also 'se Licario's 5earning by showing in the ads M corporate women are 'sing “)355 5aptop, for targeting corporate women. A+e.

Age is one of the most important factors to identify the cons'mers1 behaior towards “)355 5aptop. Age carries with it c'lt'rally defined behaioral and attit'dinal norms. 0t affects o'r self6concepts and lifestyles. To find o't the responsieness abo't the “)355 5aptop, we asked ('estions to different age gro'p of o'r sample to find o't the ariation of cons'mer behaior in different age. ?e hae s'reyed people of different age gro'ps. Among o'r s'reyed people, E of people are within the "86D age gro'ps. 0t is clear that "86D age gro'p  people are majority in n'mber.

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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%

7i+ure. Age of oerall laptop market  )ell laptop

2rom o'r s'rey we also fo'nd that #=E of people who are the cons'mers of “)355 5aptop are within the age gro'p of "86D. The age gro'p of both D86! and !86# age gro'ps sho'ld also be considerable in n'mber as the pie chart shows D=E and "8E of these gro'ps1 people 'se “)355 5aptop. 2rom this s'rey we can say that most of the cons'mers of “)355 5aptop are yo'ng teenagers, 'niersity st'dents and yo'ng professionals. Probable :trategy They sho'ld foc's on cons'mers who are 'nder "8 years old. They can associate “)355 5aptop with child celebrities like C'stin Bieber, enna *ontana. They can introd'ce special feat'red 5aptop by 'sing cartoon characters image on the case of 5aptop. They can arrange ('i> competition on information of “)355 5aptop in schools for creating depth and awareness of “)355 5aptop with a iew to  pers'ading to b'y “)355 5aptop. They can offer disco'nts to whoeer can show alid st'dent 0) +ard. They can offer preloaded games in the 5aptop. They can also proide free school bag with “)355 5aptop. They can arrange special fairs in schools. They can make special school packages with schools who like to offer “)355 5aptops to their st'dents for ed'cational p'rposes. They sho'ld also e9tensiely foc's on their big market that is "86D age gro'p  beca'se a large portion of this market hasn1t capt'red. They can offer a special type of 5aptop for different type of target c'stomer in the age gro'p of "86D like gaming laptop for who like to play game, st'dio laptop with high m'ltimedia feat're for who like to listen m'sic. igh config'ration laptop for who are st'dying engineering section like +:+, 333, 3T3. Page 12 of 0:

Euc'tio". 3d'cation has a strong infl'ence on one1s tastes and preferences. 0t also infl'ences how one thinks, makes decisions, and relates to others. oweer, ed'cation seldom proides a complete e9planation for cons'mption patterns. Those with a limited ed'cation are generally at disadantage not only in earning money b't in spending it wisely. According to o'r s'rey res'lts, most of o'r s'reyed people -#@E& are *astersQ*BA.

DELL Laptop Consumers Edu!ation Masters/MBA UnderGraduate H!/A-"evel 8% 4% 32%

56%

!/#-"evel $&loma

#t'ers

7i+ure. 3d'cation of oerall laptop market )ell laptop

2rom the pie chart aboe, we can see that 8E of “)355 5aptop c'stomers1 leel of ed'cation is *astersQ*BA and !DE c'stomer1s leel of ed'cation is
Prob'b(e Str'te+%. As most of the c'stomers are ed'cated so “)355 5aptops sho'ld 'se green materials to man'fact're its prod'cts. They sho'ld safely dispose off laptop batteries so that is ca'ses least harm to the enironment for the well aware and enironmentally concerned cons'mers of “)355 5aptops. Adertisement sho'ld be more informatie and sho'ld foc's on the feat'res and the config'rations of “)355 5aptops They sho'ld offer licensed ersion anti6ir's and essential office tools software They sho'ld practice social marketing which is the most preferable criteria for ed'cated people. /cc'pation4 *ost of the occ'pation predetermines the indiid'al1s income leel. /ne1s Page 1/ of 0:

occ'pation proides stat's and income. 0n addition, the type of work one does and the types of indiid'al1s one works with oer time also directly infl'ence one1s al'es, lifestyle, and all aspects of the cons'mption process. 0n o'r ('estionnaire we hae asked ('estion to identify which professions respondents are appropriate target c'stomer of “)355 5aptops. Among o'r s'reyed people, the largest portions -#E& of participants are st'dents.

DELL Laptop Consumer("!!upation Govt) *m&lo+ee ,rvate *m&lo+ee Busnessman

tudent

#t'ers 4% 16% 4(% 32% 8%

7i+ure. occ'pation of oerall laptop market )ell laptop

2rom o'r s'rey res'lt we fo'nd that #$E of people who 'ses “)355 5aptops are st'dents, !DE are priate employees, and "8E are 7oernment employees in occ'pation. :o, the company sho'ld foc's on st'dents more as they are  biggest market and has biggest portion that has been not coered.

Str'te+%. As most of the c'stomers are st'dents, “)355 5aptops sho'ld increase the n'mber of laptop models with different design and casing and sho'ld offer st'dent disco'nt. ae to foc's on offering special packages for schools, colleges and 'niersities. +olorf'l adertisement and association with yo'ng generation celebrities will help to attract the st'dents and increase the sales. They can sponsor eents in schools, colleges and 'niersities like talent competition and game to'rnaments to attract the attention of the st'dents who are the largest segment. 2or priate employees and b'siness people they can emphasi>e more on the ('ality and high feat'res and config'red “)355 5aptops as they can afford high price laptops also.

Soci'( 7'ctor$. :ocial factors denote the social stat's of the target market by considering Page 1: of 0:

social class and other factors.

Soci'( C('$$. 0ncome is highly infl'ential in determining social class. To identify the respondent1s social class we asked them abo't their indiid'al income to find their act'al position in the society. The s'rey represents that most of the  participants are in the family income range of #$,$$"6$,$$$ or !$,$$"6#$,$$$.

DELL Laptop Consumer(#n!ome 1(((( or less

1(((1-2((((

2(% 4% 16% 2(((1-3(((( 3(((1-4(((( 2(% 4(% 4(((1-5((((

5(((1-above

7i+ure. 0ncome of oerall laptop market )ell laptop

2rom o'r s'rey we fo'nd o't that #$E of people who p'rchase and 'se“)355 5aptops, their family income are in between T;.!$,$$"6#$,$$$ and D$E 'sers of “)355 5aptops their family income are in betweenT;.#$,$$"6$,$$$. :o we can see that the cons'mers of “)355 5aptops are middle class and 'pper middle class.

Prob'b(e Str'te+%. Primarily they sho'ld foc's more on middle class and 'pper middle class people as they prefer “)355 5aptops. They can 'se price skimming pricing strategy to capt're all layer of middle class. They can go to the cost leadership strategyby red'cing a'gmented feat'res as the co'ntry1s economic factors are little bit 'lnerable. +an offer installment method to grab lower middle class c'stomer. :econdarily, 'pper class of the society is the big portion of the laptop market. *arketer can also attract 'pper class of the society by proposing high ('ality and n'mbers of feat're by charging e9tra price. They can charge high price compare to competitors by proposing same feat'res to proide message towards the 'pper class c'stomers that p'rchasing )355 is  part of stat's.

Ot!er 7i"i"+$. ?e hae fo'nd some other information like so'rce of information, infl'ential Page 14 of 0:

factors, and ranks based on cons'mer perceptions which are described below4 *ost infl'encing factor at the time of p'rchase 5aptop 2rom o'r s'rey we fo'nd o't that most of o'r participants are infl'enced by friends -!DE& at the time of p'rchasing 5aptops.

#n$uen!e %a!tors el.

Faml+

Frends

ales ,eo&le

Advertsement

#t'ers

11% 1%

!elebrt+

24%

15% 4%

13% 32%

7i+ure. 0nfl'encing factors of laptop market

The pie chart aboe has shown that !DE of o'r participants are infl'enced by their friends to p'rchase the laptop prod'cts and D#E people are infl'enced by themself and "E by marketing actiities.

Prob'b(e Str'te+%. )355 sho'ld maintain the leel of ('ality to satisfy their e9isting c'stomers as they are the reference people for them to the new potential cons'mers. )355 can la'nch special package in the 2riends )ay. 2or e9ample, if two friends b'y two laptops they will be proided P3N)R0L3 and :P3+0A5 :/2T?AR3. They can arrange case competition whereby the participant will be proided special gifts if they s'ggest their friends. 2or creating loyal c'stomers “)355 5aptops sho'ld foc's on after sales serice as they can work as reference people if they become satisfied. As most c'stomers are spontaneo'sly inoled in p'rchasing “)355 5aptops, marketer can 'se classical conditioning by 'sing the image of e9pertise  personality like *ostofa Cobbar associating “)355 5aptops in adertisement. They can also 'se 0conic Rote by proposing that, “?e offer high processing ram. )ell can proide special training program to sales personals for selling )355 5aptops. The highest seller of the month will get a trip. :o'rce of knowing abo't “)355 5aptop Page 1 of 0:

2rom o'r s'rey res'lt, we came to know that !!E of people heard abo't “)355 5aptops from their 2riendsQ Relaties and Associate, D$E of the people got information from ?ebsites and "%E from *aga>ines.

Sour!e of #nformation  0 ommerals

1% 11% %Maanes

Bllboards

ebstes

16% 33% % Frends/elatves/Assoates

7n-store2(% advertsn

#t'ers

7i+ure. :o'rce of laptop market

Probable :trategy4 )355 sho'ld maintain the leel of ('ality to satisfy their e9isting c'stomers as they are the so'rce of information for new potential cons'mers which will work  as the word of mo'th. )355 can offer special disco'nt for siblings. They sho'ld target different social networking sites and blog for their online adertisement to grab online c'stomer. )355 can deelop their own website which will be improed, informatie and easily 'nderstandable. They sho'ld reg'larly 'pdate their website. )355 sho'ld target life style and technology related maga>ine for their adertisement. They can b'y f'll page maga>ine to isolate their print ad. Their ad sho'ld contain more color as color is more important than si>e. TL commercials can transmit ery clear information to people d'e to its moement and e9pos're. Baskin6Robbins has to apply its classical conditioning ads more on different TL channels. Rank based on +ons'mers Perception

Page 1 of 0:

&ank your favorite Laptop !olumn5

!olumn4

!olumn3

!olumn2

!olumn1 (

5

1(

15

2(

25

3(

7i+ure. Rank of faorite laptop

This chart has been deeloped based on cons'mers1 perception abo't )355 5aptop. 0n deeloping this chart we hae 'sed a  :pace Ranking Tool. According to this chart, )355 has the highest probability of being ranked no." which is strongly s'pported by the cons'mers who faored it as their second choice. Probable :trategy4 As PQ+ompa( is close to be Rank6" according to cons'mers1 perception, )355 sho'ld do :?/T analysis of PQ+ompa(. )355 sho'ld increase the life time of battery and after sales serice in which PQ+ompa( is stronger than )355. )355 sho'ld arrange seminar where they will ask for adice abo't c'stomi>ation of )355 by proiding gift to the respondent. !.".#. :elf6+oncept4 Personality Personality is the totality of the indiid'al1s tho'ght haing reference to him as an object. This analysis shows that the personal characteristics of those people who hae taken part in this s'rey.

Page ;3 of 0:

'ersonality 3)5 3 2)5 2 1)5 1 ()5 (

7i+ure. personality of respondent.

2rom the table we can see that people who stand on aerage. They tend to be more delicate, e9citable, dominating, yo'thf'l and formal. 2irst, )355 has to gie pers'asie adertisement by highlighting all the feat'res. This graph has been deeloped based on cons'mers1 perception abo't themseles. ?e 'sed a  space ranking tool o meas're those perception. 0n this graph, the more close the rankings are towards rank  the more the s'reyors are tend to be )elicate, +alm, :'bmissie, Ad'lt, and 0nformal. /n the other hand, the more close the ranks toward rank " states that the people are tend to  be more R'gged, 39citable, )ominating, Io'thf'l, and 2ormal. The ranks show the e9tremism of indiid'al attrib'tes.

Prob'b(e Str'te+%. As most of the c'stomers of laptops are )elicate, )355 can introd'ce  pers'asie ad in the *aga>ine as well as Newspaper which is considered important media so'rce for delicate people. 0n the same time, delicate people are looking for so'rce reliability of adertisement. )355 can 'se reliable and e9pertise celebrity endorsement for their adertisement like :aied Akbar. 39citable people loe colorf'l ads, e9citable offering, e9citing eents like sports. :o )355 can introd'ce colorf'l ad, e9citing offering like b'y one laptop get one :peaker free. )355 can also sponsor the TD$ game. As yo'th people loe to follow opinion leader, )355 can 'se the image of opinion leader like )r. *'hammad afar 0(bal. As yo'th people fond of stylish and fashionable case, )355 can offer stylish and fashionable case by cond'cting research and deelopment. As yo'th people are interested in b'ying gaming and st'dio laptop, so )355 can offer those. )355 can also arrange laptop fare by targeting yo'th people. Page ;1 of 0:

)ell can arrange seminar on 0T reol'tion which can promote )355. As formal people are ('ality concerned rather than price, )355 can offer ('ality feat'res like d'rability, high config'ration, and friendly licensed operating system.

P$%c!o(o+ic'( 7'ctor$. +onditioning4 +onditioning refers to learning based on association of a stim'l's -information& and response -behaior or feeling&. There are two basic forms of conditioned learning6classical and operant. +lassical +onditioning4 The process of 'sing an established relationship between a stim'l's and response to bring abo't learning of the same response to a different stim'l's is called classical conditioning. <+R -Positie responseQ3motion&

<+:-0mage of )r. *'hammad afar 0(bal&

+R -+onditioned Response&

+: -)355&

<+:S
<+RS
7i+ure. C('$$ic'( Co"itio"i"+ o& DE-- -'ptop=

/perant +onditioning4 A response that is gien reinforcement is more likely to be repeated when the same sit'ation arises in the f't're. Reinforcement plays a m'ch larger role in operant conditioning than it does in classical conditioning. :ince no a'tomatic stim'l's6response relationship is inoled, the s'bject m'st first be ind'ced to engage in the desired behaior. Then this behaior m'st be reinforced. /perant conditioning often inoles the act'al 'sage of the prod'ct.

$*"" "a&to& s&eal dsount9

$esred es&onse en.orement !onsum&ton9 aumented .eatures9

7i+ure. Oper'"t Co"itio"i"+ o& DE-- -'ptop=

Thro'gh operant condition “)355 5aptop can grab more c'stomers. 2or e9ample, 7nreases they can introd'ce special disco'nt in special ,robablt+ o. program es&onse to occasions. tmulus After p'rchasing “)355 5aptop at special disco'nt cons'mer start liking for its a'gmented feat'res. Then cons'mer tend to b'y “)355 5aptop at f'll price wheneer they demand for laptop.

 Memor%. *emory is the total acc'm'lation of prior learning e9periences. 0t consists of two inter related components4 Page ;; of 0:

:hort6Term *emory 5ong6Term *emory :hort6Term *emory4 :hort term memory is that portion of total memory that is c'rrently actiated or in 'se. 0t is often referred to as working memory. 0t is an actie, dynamic  process not a static str'ct're. *aintenance Rehearsal4 This is the application of short term memory. *aintenance Rehearsal is the contin'al repetition of a piece of information in order to hold it in c'rrent memory for 'se in problem soling or transferable to long term memory.

Str'te+% )355 can la'nch TL commercial specially before 0T related program and they can hire space in front of 0)B b'ilding, *anik *ia Aen'e, *ohakhali 2lyoer, in front of R'posi Bangla to create repeated rehearsal in their memory which will help to increase the likings of “)355 5aptop.

-o"+Term Memor% 5ong6Term *emory is iewed as an 'nlimited, permanent storage. 5ong6Term *emory carries n'mero's types of information s'ch as concepts, decision, r'les, process, affectie states and so forth. 0n case of long term memory  prod'ct stays for a long term and cons'mer can recall after a certain period of time.

Sem'"tic Memor%. :emantic *emory is the basic knowledge or feelings abo't a concept. 0t represents the person1s 'nderstanding of an object or eent at its simplest leel. After hearing “)355 5aptop, the attrib'tes come in the mind of the people are igh :tat's, )'rability, igh Price, igh *emory. These attrib'tes work as semantic memory to the people1s mind. -According to o'r s'rey we fo'nd D@E  people said igh :tat's, D"E said )'rability, "E said igh Price, and "!E said igh *emory come in their mind after hearing the name “)355 5aptop&. :emantic *emoryQ :chema4 0t is what a cons'mer thinks and feels when the brand name is mentioned. 0t is the so'rce of personal e9periences and opinions thro'gh which c'stomers can differentiate “)355 5aptop differently. “)355 5aptop contains seeral characteristics, 'sage sit'ations, episodes and affectie reactions. ?hile s'reying the c'stomers, we fo'nd seeral memory eents abo't “)355 5aptop which are gien below4 )355 5a to igh :tat's

)'rability

Page ;0 of 0:

igh Price

igh *emory

39pensie

U'ality Parts

igh U'ality

igh :torage +apacity

Posh 7ood Performance

Aristocrat +'stomer 

+orporate
7i+ure. Sc!em' &or DE-- -'ptop=,

Positioning of “)355 5aptop4 Brand image is nothing b't the schematic memory of the h'man beings. 0t is the combination of attrib'tes, benefits, 'sage sit'ations, 'sers and man'fact'rerQmarketer characteristics that people applies while interpreting “)355 5aptop. 0t is often 'sed interchangeably with brand image. Prod'ct  positioning has a major impact of long term s'ccess of brand. 0t is the place that marketers want to hae in the mind of target c'stomer. To capt're a good share in a market one can offer cons'mers greater al'e, either thro'gh lower prices or by proiding more benefits that j'stify higher prices. ?e tried to find o't the position of “)355 5aptop in the market by asking a ('estion6 ?hat comes in yo'r mind when yo' hear the word “)355 5aptop 5ike igh :tat's, )'rability, igh Price, igh *emory, Portability, Aailability, igh Battery 5ife, +onenient to 'se.

'osition of DELL Laptop on 'eoples Mind H' tatus

$urablt+

,ortablt+

Avalablt+

15% 2/% 1(% H' Batter+ ".e !onvenent to use 1(% 1(%

:%

H' ,re

H' Memor+

21%

#t'ers

7i+ure. po$itio"i"+ o& t!e DE-- -'ptop= o" t!e peop(e8$ mi"

According to o'r s'rey, we fo'nd that, majority of people -D@E& said igh :tat's comes in their mind, D"E of total people said )'rability, "E of people said igh Price, "$E of people said Aailability, @E of people said igh Battery 5ife and @E +onenient to 'se. “)355 5aptop has to foc's on its igh :tat's and )'rability of the laptop  beca'se according to people1s opinion their positioning depends mostly on Page ;2 of 0:

:tat's and )'rability of the laptop. Their igh Price of laptops also plays a ital role here as "E people gae their opinion towards it. Percept'al *apping4 Percept'al mapping offers marketing managers a 'sef'l techni('e for meas'ring and deeloping a prod'ct position. 0t takes cons'mer1s perceptions of  how similar ario's brands or prod'cts are to each other and relates this  perceptions to prod'ct attrib'tes. Thro'gh percept'al mapping we tried to show “)355 5aptops position compared with other brands in the market4 igh U'ality )355

PQ+ompa( A+3R 

2' its'

T/:0BA 5ow Price

igh Price

5ow U'ality

7i+ure. Perceptu'( M'ppi"+ o& -'ptop$

Based on o'r s'rey, we hae completed o'r meas'rement and fo'nd some difference between “)355 5aptop and other brands. The meas'rement is shown in perpet'al mapping. 2rom the aboe perpet'al mapping, we can see that “)355 5aptop has the best ('ality and is more e9pensie than other brands. After “)355 5aptop, “PQ+ompa( takes place in the second best position from both the Price  U'ality. Then “2'jits', “A+3R and “T/:0BA are in the third, fo'rth and fifth position respectiely. :o, now we can say that “PQ+ompa( and “2'jits' are the main competitors of “)355 5aptop. “)355 5aptop falls in the portion of 7ood U'ality and igh Price. “)355 5aptop is not that m'ch aailable aro'nd )haka. /nly two a'thori>ed dealers are sering in the whole co'ntry. so it is ery inconenient for people to isit dealer1s stores. :o people are ('ite 'nhappy for it. *oreoer,  people face diffic'lty at getting after sales serice wheneer they needed. Probable :trategy4 “)355 5aptop sho'ld emphasi>e on word of mo'th by 'sing 0conic6Rote that “we offer the best laptop. Page ;/ of 0:

:o )355 sho'ld increase price by proposing a'gmented feat'res. )355 sho'ld increase the 'se of ('ality materials for increasing )'rability. )355 sho'ld increase the n'mber of dealers. !.! Attit'de4 An attit'de is an end'ring organi>ation of motiational, emotional, percept'al, and cognitie process with respect to some aspect of o'r enironment. !.!." Attit'de component4 *eas'rement of cognitie component4 The component consists of the belief that the people hae towards different laptops. To meas're the cognitie component towards “)355 5aptop we asked cons'mer to place belief abo't the best attrib'tes of “)355 5aptop and their “0deal 5aptop in a semantic scale. To f'lly eal'ate it, we also asked them to  place their beliefs abo't “PQ+ompa(, as they are ery pop'lar and hae a  position in the market from the ery beginning. ?e constr'cted the cognitie component meas're like the following way4 igh :tat's VVVV VVVV VVVV VVVV VVVV  5ow :tat's igh )'rability 5ow )'rability

VVVV VVVV VVVV VVVV VVVV 

igh Price 5ow Price

VVVV VVVV VVVV VVVV VVVV 

igh +onfig'ration 5ow +onfig'ration

VVVV VVVV VVVV VVVV VVVV 

igh Pict're U'ality 5ow Pict're U'ality

VVVV VVVV VVVV VVVV VVVV 

Portability VVVV VVVV VVVV VVVV VVVV

5ess Portability

BetterAfter  :ales :erice VVVV VVVV VVVV VVVV VVVV After :ales :erice The belief of c'stomers towards ideal laptop4 Co(um"1 Attribute$ St'tu$

Co(um";

?eight -E& $.!

Page ;: of 0:

5ow

Dur'bi(it% Price Co"&i+ur'tio" Picture u'(it% Port'bi(it% A&ter S'(e$ Ser#ice

$." $.D $." $." $." $."

7i+ure. Me'$uri"+ *ei+!t

Based on o'r s'rey, people1s opinion and o'r perception, for the “0deal 5aptop, we gae !$E weight to :tat's and D$E weight to Price. ?e gae e('al weight for )'rability, +onfig'ration, Pict're U'ality, Portability, and After :ales :erice that is "$E. ?e gae !$E weight for :tat's beca'se wheneer people think of “)355 5aptop they think abo't stat's and beca'se of stat's of their laptops they are referred by people1s friends, family and associates. ?e gae D$ E to price beca'se one of the criteria of maintaining ('ality and stat's is to maintain its price as no one wo'ld think a laptop as igh :tat's if it is not igh Priced. ?e gae "$ E weight to other attrib'tes as those come after :tat's and Price as they are the pre6determinants for the list of  probable b'ying options. )355 5APT/P - +ognitie +omponent 6 *eas'ring Beliefs abo't :pecific Attrib'te& +ol' +ol'm +ol' +ol'm +ol'm +ol'mn" +ol'mn +ol'mn= mnD n! mn# n8 n% Pict're After Attrib'te )'rabi +onfig'ra Portabi :tat's Price U'alit :ales s lity tion lity y :erice Total D D!% D!D D#! D#! DD@ DD@ !.="88 !.="8888 Aerage #.D !.@ !.=8% #.$ #.$ 88% 88% #.8"88 #.=88888 0 #.%"% #.%88% #.%"% #.%!!!! #.% 88% 88% A60 6$.#8% 6$.="% 6$.= 6$.8=!! 6$.8 6$.= 6".$ WA60W $.#8% $.="8% $.= $.8=!!! $.8 $.= ".$ .!"% ?eight $.! $." $.D $." $." $." $." ?eighted $."# $.$="% $."% $.$8=!! $.$8 $.$= $."$ Aerage $.%" 7i+ure. DE-- -'ptop$= Me'$ureme"t o& Co+"iti#e Compo"e"t,

As we know that the closer an attit'de inde9 calc'lated in this manner is to >ero, the better is the res'lt. The total weighted aerage of “)355 5aptop is $.%". Page ;4 of 0:

The weighted aerage of “)355 5aptops :tat's and After :ales :erice are ery high $."# and $."$ respectiely which represents bad sit'ation. 2rom meas'ring the cognitie components, we fo'nd that the difference  between the “0deal 5aptop and “)355 5aptop :tat's is $.#8%, )'rability difference is $.="8%, Price difference is $.=, +onfig'ration difference $.8=!!, Pict're U'ality is $.8, Portability is $.=, and After :ales :erice difference is ".$. 0f we compare it to the “0deal 5aptop, we find all are in bad sit'ation b't the Price and After :ales :erice are in worst sit'ation. PQ+ompa( - +ognitie +omponent 6 *eas'ring Beliefs abo't :pecific Attrib'te& Co(um "1

Attrib' tes

Co(um ";

Co(um "0

:tat's

)'rabil Price ity

+onfig'rat Pict're Portabil ion U'ality ity

D!@ D"$ !.@=!! !. ! #.%888 #.%"8% % 6$.%=!! 6".D"8% $.%=!! ".D"8% !

D!D

D#!

D!%

!.=8888%

#.$

!.@

#.%!!!!!

#.%

#.8"8%

6$.=888%

6$.8

6$.88%

After :ales :erice D## #.$888 8% #.=888 8% 6$.=

$.=8888%

$.8

$.888%

$.=

Total Aerag e

D!%

0

#.%"%

A60

6$.%%

WA60W

$.%8%

?eight ?eight ed Aerag e  

!.@

.% $.! $.D!

Co(um "2

Co(um"/

Co(um ":

Co(um "4

Co(um "

$."

$.D

$."

$."

$."

$."

$.$%=! !

$.D#!!

$.$=888%

$.$8

$.$88%

$.$=

$.=

7i+ure. HPFComp')8$= Me'$ureme"t o& Co+"iti#e Compo"e"t,

0f we compare “)355 5aptops with “PQ+ompa(, we can see that the total weighted aerage of “PQ+ompa( is higher than “)355 5aptops that is $.=. ?e can say that the sit'ation of “PQ+ompa( is m'ch worse than “)355 5aptops in the market. +hanging +ognitie +omponent4 A common and effectie approach to changing attit'des is to foc's on the cognitie component. “)355 5aptops can change the cons'mer1s belief towards their prod'ct by changing beliefs, shifts 0mportance and add beliefs. +hange Belief4 2rom the s'reyed res'lt, we can see that “)355 5aptop has less efficiency in After :ales :erice. They hae to change this belief. By establishing more Page ; of 0:

serice centers, )355 can change cons'mer1s belief abo't their After :ales :erice and can especially mention their efficiency on After :ales :erice in their adertisement. Thro'gh giing repetitie adertisement on After :ales :erice, people will start to change their belief towards “)355 5aptop and will start to beliee that they hae efficiency on After :ales :erice. :hift 0mportance4 According to s'reyed res'lt, people think that altho'gh “)355 5aptop has igh :tat's b't it has less efficiency in After :ales :erice. :o if “)355 5aptop foc'ses more on igh :tat's by proposing that “/wning )355 5aptop is a part of stat's. Thro'gh this concept “)355 5aptop may be able to grab more cons'mers by shifting their importance in :tat's. Add Beliefs4 According to o'r s'reyed res'lt we fo'nd that, "!E people beliee that )355 5aptop has igh *emory. :o )355 can promote that “if one wants to do corporate work they need high memory which )355 has. By this way )355 can add a new belief. Me'$ure o& '&&ecti#e compo"e"t4 0t is emotion and feeling of the c'stomer to a partic'lar serice. They showed their likings abo't “)355 5aptop in the s'rey that is gien below4 *eas'rement of affectie component

St'teme"t$

0 like the config'ration of )ell 5aptops. 0 am satisfied with the d'rability of F)ellF 5aptops )ell 5aptops are affordable 0 like )355 5aptops

Stro"+( % A+ree

A+re Neutr e '(

Di$'+r ee

Stro"+( % Di$'+r ee

D"

D%

8



"

D$ "% "%

D# D# 

= "! =

 "! 

! D 

T'b(e. Me'$ureme"t o& '&&ecti#e compo"e"t

2rom the aboe table we can see that D% people o't of 8$ people s'reyed “Agree with the statement “0 like the config'ration of )ell 5aptops, D# people also XAgree1 with the statement “0 am satisfied with the d'rability of “)ell 5aptopsJ D# people said they are “Agree with the statement “)ell 5aptops are affordableJ "%E people X:trongly Agree1 with the statement “0 like )355 5aptops. The most noticeable thing is "! of o'r s'reyed people Xdisagree1 with the statement “)ell 5aptops are affordableJ "! people is a big n'mber. :o “)355 5aptop has to foc's on their affordability. Prob'b(e Str'te+%.

According to s'reyed res'lt, people think that altho'gh “)355 5aptop has Page ; of 0:

igh :tat's b't it has less efficiency in After :ales :erice. :o if “)355 5aptop foc'ses more on igh :tat's by proposing that “/wning )355 5aptop is a part of stat's. Thro'gh this concept “)355 5aptop may be able to grab more cons'mers by shifting their importance in :tat's. C!'"+i"+ A&&ecti#e Compo"e"t$.

0t is increasingly common for a firm to attempt to infl'ence cons'mers liking of its brand witho't directly infl'encing either belief or behaior. 0f the firm is s'ccessf'l, increased liking will lead to a tendency to p'rchase the brand sho'ld a need arise. *arketers 'se three basic approaches to directly increase affect4 classical conditioning, affect toward the ad itself and mere e9pos're. C('$$ic'( co"itio"i"+.

/ne way to directly infl'encing the affectie component is thro'gh classical conditioning. To change the affection of the c'stomers we need to 'se classical conditioning. “)355 5aptop can 'se celebrity on their adertisement. ?hen  people will see their faorite celebrity is 'sing “)355 5aptop, they will be coninced by the adertisement. As they like the celebrity, they will like the adertisement and thro'gh this way they may change their concept. A&&ect to*'r '#erti$eme"t.

5iking the adertisement can increase the tendency to like the prod'ct. “)355 5aptop can gie their adertisement on billboard by 'sing more bright color that can easily attract more attention of cons'mers. Me'$ureme"t o& be!'#ior compo"e"t.

A series of decision to p'rchase or not to p'rchase a prod'ct or to recommend it or other brands to friends reflect the behaioral component. The behaioral component tries to predict the act'al behaior of cons'mers that in this case whether they are 'sing “)355 5aptop or not. This was meas'red  by asking two ('estions4 -'$t time I u$e  -'ptop,

The res'lt of the s'rey below4

Laptop sed Last )ime $*""

H,/!om&a;

 0#H7BA

Fu<tsu

A!* 8%

13%

42%

:% 3(%

Page 03 of 0:

7i+ure. 5aptop 'sed last Time

ere, we can see that #DE of cons'mers1 last time cons'med “)355 5aptop, !$E of cons'mers last time 'sed “PQ+ompa( and another "!E last time 'sed “T/:0BA, =E of cons'mers last time 'sed “A+3R, and %E of cons'mers last time 'sed “2'jits'.

U$u'((%6 I recomme"  -'ptop,

Laptop Suggested By 'eople $*""

H,/!om&a;

 0#H7BA

Fu<tsu

A!* 12%

1(% 48%

8% 22%

7i+ure. 5aptop will be recommended by people

2rom o'r s'rey findings we can see that #=E people 's'ally s'ggest “)355 5aptop, DDE people s'ggest “PQ+ompa(, "DE s'ggest “A+3R, "$E s'ggest “T/:0BA, and =E people 's'ally s'ggest “2'jits'. ?e can say that “PQ+ompa( is the main competitor of “)355 5aptop.
)efinitely will b'y. Probably will b'y *ay or may not b'y Probably will not b'y )efinitely will not b'y

The res'lt of the s'rey is gien below4

Page 01 of 0:

5'at s t'e l=el'ood t'at +ou >ll bu+ ?$ell? "a&to&s t'e ne@t tme >'en +ou &ur'ase "a&to&sA $eBnt el+ >l bu+

,robabl+>l bu+ 12%

Ma+ or ma+ not bu+ 22%

12% 24% 2/% ,robabl+>ll not bu+ $eBntel+ >ll not bu+

7i+ure. -ie(i!oo o& bu%i"+ DE-- -'ptop=,

According to o'r s'rey res'lt, D@E c'stomers1 opinion was “*ay or may not  b'y, D#E “Probably will b'y, D!E people said they “)efinitely will b'y the )355 and e('ally "DE people said they “Probably will not b'y and “)efinitely will not b'y. +hanging behaioral components4 Behaioral component cannot change directly. ?ith the change of cognitie and affectie component, behaioral component may change. +hanging behaioral prior to changing affect or cognition is based primarily on operant conditioning. /perant conditioning4 0t is the main so'rce to change the behaior of the c'stomers. The behaior component can be changed based on operant conditioning. 0f “)355 5aptop gies disco'nt to the people and after disco'nt people may like it d'e to its a'gmented feat'res. 2inally people will p'rchase the prod'ct with f'll price. Thro'gh this way “)355 5aptop can change the behaioral component. +omponent +onsistency4 A change in one attit'de components tends to prod'ce related change in other components. *arketing managers are 'ltimately concern with the infl'encing  behaior. Neertheless it is often diffic'lt to infl'ence directly. +ons'mer will often listen to sales personnel, attend adertisement, or e9amine  package. *arketers can therefore, indirectly infl'ence behaior by proiding information, m'sic or other stim'li that infl'ence a belief or feelings.

Affectie component -Ies, )355 is )'rable& +ognitie +omponent -)355 5aptop is )'rable&

Page 0; of 0:

Behaioral +omponent -P'rchasing )355 5aptop&

7i+ure. Compo"e"t Co"$i$te"c%

#.$ Recommendation4 De((6 I"c, is an American m'ltinational information technology corporation  based in " )ell ?ay, Ro'nd Rock, Te9as,
)ell laptop sho'ld increase adertisement. )ell sho'ld introd'ce informatie adds in the technology related maga>ine and daily newspaper. )ell sho'ld also foc's on Billboard adertisement. :ometimes )ell can la'nch TL commercial. Impro#eme"t o& 7e'ture$. According to c'stomer1s opinion, it sho'ld improe its feat'res. /therwise it will not s'rie in the competitie market and lose the yo'ng c'stomer segment. S!ou( be '&&or'b(e. “)355 5aptop price sho'ld be more affordable. *any  people cannot p'rchase their laptop beca'se of high price. I"cre'$e i" prouct (i"e. They sho'ld introd'ce laptops in its store. They hae to e9pand their prod'ct line, hae to bring new prod'cts. Co"#e"ie"ce.

Baskin6Robbins is not aailable to the c'stomers. 0t has only two a'thori>ed delear in )haka which is located at 0)B Lhabon. 0t has to contract with more delear in )haka city for the conenience of c'stomers. As its target market is
https4QQen.wikipedia.orgQwikiQ*arketingVstrategy UESTIONNAIRE A STUDY ON CONSUMER BEHAVIOR AND MARKETING STRATEGIES N'me

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  No

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  No

I Pre&er i$cou"t$ *!i(e purc!'$i"+ ' ('ptop, Page 02 of 0:

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  Hi+! St'tu$ A#'i('bi(it%

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