RESEARCH ON CUSTOMER PERCEPTION ON LENOVO …



RESEARCH ON CUSTOMER PERCEPTION ON LENOVO LAPTOPS COMPARE TO THEIR COMPETITORSSubmitted to:Dr.Richa MisraSubmitted By:Santanu BhuktaJAIPURIA INSTITUTE OF MANAGEMENT, NOIDALENOVOLenovo Group Ltd.?is a Chinese?multinational?technology company with headquarters in?Beijing,?China, and?Morrisville, North Carolina,?United States.?It designs, develops, manufactures and sells personal computers,?tablet computers,?Smartphone’s, workstations,?servers, electronic storage devices, IT management software and?smart televisions. In the second quarter of 2013 Lenovo was the?world's largest personal computer vendor?by unit sales.?It markets the?ThinkPad?line of notebook computers and the?Think Centre?line of desktops.Lenovo has operations in more than 60 countries and sells its products in around 160 countries. Lenovo's principal facilities are in Beijing, Morrisville and Singapore, with research centers in those locations, as well as Shanghai, Shenzhen, Xiamen, and Chengdu in China, and Yamato in Kanagawa Prefecture, Japan. It operates a joint venture with?EMC, Lenovo EMC, which sells?network-attached storage?solutions. It also has a joint venture with?NEC, Lenovo NEC Holdings, which produces personal computers for the Japanese market.Lenovo was founded in Beijing in 1984 as?Legend?and was incorporated in?Kong in 1988. Lenovo acquired?IBM's personal computer business in 2005 and agreed to acquire its Intel-based server business in 2014. Lenovo entered the Smartphone market in 2012 and as of 2014 is the largest vendor of Smartphone’s in Mainland China. In January 2014, Lenovo agreed to acquire the mobile phone handset maker?Motorola Mobility?from?Google.Lenovo is listed on the?Hong Kong Stock Exchange?and is a constituent of the?Hang Seng China-Affiliated Corporations Index, often referred to as "Red Chips".TypePublicTraded asSEHK:?0992,?OTC Pink:LNVGYIndustryComputer hardwareElectronicsFounded1984 (Beijing) (as?Legend)2004 (as?Lenovo)Founder(s)Liu ChuanzhiHeadquartersBeijing,?China?and?Morrisville, North Carolina,?United States,[1]Area servedWorldwideKey peopleYang Yuanqing(Chairman and?CEO)ProductsSmartphone’s,?desktops, servers,?notebooks,?tablet computers,?netbooks,peripherals,?printers,televisions,?scanners,?storage devicesWebsiteLiterature ReviewBeing a Chinese company clouds the way for the newly-established Lenovo's success, it created an impression of low-quality mass produced machines as well as of difficult government and state issues .These concerns however are all image-related, but they are not to be shrugged-off just like that by most consumers,Accoordings to IDC?(2013). Lenovo Overtakes HP as the Top PC Vendor While U.S. Shipments Stabilize in the Second Quarter of 2013, According to IDC?(2013).?According to a May(2013) report released by IDC Lenovo ranks fourth in the global tablet market by volume. It was in 1984 when 11 computer scientists in China founded a company that promised to bring the advantages of IT to the Chinese community. They call their company the Lenovo Group.Now, Lenovo is an International Technology company created as the end result of the acquirement by the Lenovo Group of the IBM Personal Computing Division on May 2005. The company manufactures and develops reliable and high-quality PC products as well as provides professional services to its global consumers.But being a Chinese company clouds the way for the newly-established Lenovo's success, it created an impression of low-quality mass produced machines as well as of difficult government and state issues (Human Resource practices difficulties are definitely worth considering). These concerns however are all image-related, but they are not to be shrugged-off just like that by most consumers.An IT expert who has issued a damaging statement on his blog ("Since I purchased the machine, it has been hell.), has gained numerous allies and have plans of starting a "Bring Back Big Blue" campaign against Lenovo. This is to summarize the issues and the complains on his blog:- MMI design is not Lenovo's forte, they installed (in front underside of the machine) on some of their newest models a new on/off Wireless Fidelity radio?switch which rubs with a user's leg when the machine is held on his lap; causing the wireless system to be erratic on its operation- Unsupported backward compatibility wherein accessories that were used to be valuable to the old think pads are now worthless since it can't be used anymore with the new models.- Delays on orders without even attempting to explain to the consumers that they are out of stock, as well as errors on deliveries attributing to a disastrous customer service.-Incompetence of the technical staff who are supposed to shed light to consumer's confusions and technical problems, instead of clouding the situation further.A Lenovo staff attempted to answer these issues through posting to the blog that they should be contacted so as to address the problems properly. Still, the effort was futile. So far, this research never came upon a published material from the company defending itself from these complaints. There was a consumer however who issued his statement that he never experienced such complaints, but his presence was merely ignored by the numerous complainants.RESEARCH OBJECTIVES To study and understand the buying behaviour of consumers for Lenovo laptops. To find the difference between perceptions, opinion and behaviour of Lenovo and it’s competitors buyers. To have an idea about parameters consumer consider while buying Lenovo laptops computers.To know advantages of Lenovo over it’s competitors.To determine the image of Lenovo PCs and the image of its major competitors.RESEARCH PROBLEM The image of Lenovo PCs over its major competitors.HYPOTHESISES1. The price of the laptops has significant impact on the type of laptops purchased by them. 2. There is a significant relationship between key factor and buying a laptop. 3. There is significant relationship between the value added by Lenovo laptop and buying Lenovo laptop. 4. Actors play significant role to buy a Lenovo laptop. 5. ThinkPad of Lenovo laptop is effects to buy Lenovo laptops. 6. There is significant relationship between availability of service centres and buying a laptop. 7. EMI option of Lenovo gives positive impact on image. 8. Preinstalled OS has direct impact on purchase of Laptop .9. Gender has significant impact on satisfaction level of Lenovo laptops. 10. There is a significant relationship between add value of Lenovo and satisfaction level of Lenovo laptops. RESEARCH METHODOLOGY Sample size :- n=40Type of research :- * Exploratory * Qualitative Sampling frame:- * Noida.INDEPENDENT VARIABLES:- Price FeaturesThinkPadAvailability of service centersPurpose of usesAdd valueGender? DEPENDENT VARIABLES:- 1. Customer preference buying Lenovo laptops. 2. Customer preference buying other than Lenovo laptops. 3 Customer satisfaction of using Lenovo laptops.DATA COLLECTION Collection of data Primary data: The method of collection of primary data is through structured questionnaire. Secondary data: The secondary data was collected from newspapers, articles and internet sources.TEST USED Data from various locations like our institute, and family members, relatives and friends were collected. A sample of 40 respondents was randomly selected including housewives, working women and men. Respondents of various income groups and age groups were also considered so as to know the variations in the response. The raw data is transferred to SPSS which will help in easily analyzing the collected data and coming to a conclusion about the buying behaviour of consumers. The central tendency techniques like mean, median and mode were used. The significance level has been kept at 5 percent to avoid various errors chances. ANALYSISWhich brand do you prefer in term of buying a laptop? Frequency Percent Valid Percent Cumulative Percent Valid Dell 13 32.5 32.5 32.5 Lenovo 5 12.5 12.5 45.0 Samsung 1 2.5 2.5 47.5 HP 18 45.0 45.0 92.5 Others 3 7.5 7.5 100.0 Total 40 100.0 100.0 What are your price range? Frequency Percent Valid Percent Cumulative Percent Valid Rs 20000-25000 3 7.5 7.5 7.5 Rs 25001-35000 12 30.0 30.0 37.5 Rs 35001-45000 20 50.0 50.0 87.5 And above 5 12.5 12.5 100.0 Total 40 100.0 100.0 Hypothesis 1: The price of the laptops has significant impact on the type of laptops purchased by them.Which brand do you prefer in term of buying a laptop? * What are your price range? CrosstabulationCountWhat are your price range?Rs 20000-25000Rs 25001-35000Rs 35001-45000And aboveWhich brand do you prefer in term of buying a laptop?Dell3460Lenovo0221Samsung0010HP0594Others0120Total312205Which brand do you prefer in term of buying a laptop? * What are your price range? CrosstabulationCountTotalWhich brand do you prefer in term of buying a laptop?Dell13Lenovo5Samsung1HP18Others3Total40Chi-Square TestsValuedfAsymp. Sig. (2-sided)Pearson Chi-Square11.257a12.507Likelihood Ratio13.76512.316Linear-by-Linear Association4.5381.033N of Valid Cases4017 cells (85.0%) have expected count less than 5. The minimum expected count is .08.Hypothesis2: There is a significant relationship between key factor and buying a laptop.Which brand do you prefer in term of buying a laptop? * What is the key factor you look first while buying a laptop? CrosstabulationCountWhat is the key factor you look first while buying a laptop?HarddiskDisplayLan CardTouch or without touchWhich brand do you prefer in term of buying a laptop?Dell13000Lenovo3100Samsung0000HP6611Others0100Total22811CountWhat is the key factor you look first while buying a laptop?TotalSoundsWhich brand do you prefer in term of buying a laptop?Dell013Lenovo15Samsung11HP418Others23Total840Chi-Square TestsValuedfAsymp. Sig. (2-sided)Pearson Chi-Square24.768a16.074Likelihood Ratio29.28016.022Linear-by-Linear Association10.5931.001N of Valid Cases40a. 23 cells (92.0%) have expected count less than 5. The minimum expected count is .03.Hypothesis3: There is significant relationship between the value added by Lenovo laptop and buying Lenovo laptop.Which brand do you prefer in term of buying a laptop? * What value added services does Lenovo give?? CrosstabulationCountWhat value added services does Lenovo give??ServicesProduct optionsPrice rangesHigher number of service centersWhich brand do you prefer in term of buying a laptop?Dell5350Lenovo2021Samsung0010HP13113Others1020Total96214TotalWhich brand do you prefer in term of buying a laptop?Dell13Lenovo5Samsung1HP18Others3Total40Chi-Square TestsValuedfAsymp. Sig. (2-sided)Pearson Chi-Square11.215a12.511Likelihood Ratio14.70612.258Linear-by-Linear Association4.8031.028N of Valid Cases40a. 18 cells (90.0%) have expected count less than 5. The minimum expected count is .10.Hypothesis4: Actors play significant role to buy a Lenovo laptopWhich brand do you prefer in term of buying a laptop? * Does actors play a big role while choosing to buy a Lenovo laptop? CrosstabulationCountDoes actors play a big role while choosing to buy a Lenovo laptop?TotalYesNoWhich brand do you prefer in term of buying a laptop?Dell6713Lenovo235Samsung011HP21618Others033Total103040Chi-Square TestsValuedfAsymp. Sig. (2-sided)Pearson Chi-Square6.888a4.142Likelihood Ratio7.7544.101Linear-by-Linear Association6.3691.012N of Valid Cases40a. 8 cells (80.0%) have expected count less than 5. The minimum expected count is .25.Hypothesis5: ThinkPad of Lenovo laptop is effects to buy Lenovo laptops.Which brand do you prefer in term of buying a laptop? * How was the idea of Lenovo's thinkpad? CrosstabulationCountHow was the idea of Lenovo's thinkpad?TotalSatisfactoryGoodVery GoodWhich brand do you prefer in term of buying a laptop?Dell57113Lenovo2305Samsung0101HP414018Others1203Total1227140Chi-Square TestsValuedfAsymp. Sig. (2-sided)Pearson Chi-Square4.067a8.851Likelihood Ratio4.5278.807Linear-by-Linear Association.1961.658N of Valid Cases40a. 12 cells (80.0%) have expected count less than 5. The minimum expected count is .03.Hypothesis6: There is significant relationship between availability of service centres and buying a laptopWhich brand do you prefer in term of buying a laptop? * How far would you like to travel to find out a Lenovo service center? CrosstabulationCountHow far would you like to travel to find out a Lenovo service center?0-5Km6-10Km11-15KmWhich brand do you prefer in term of buying a laptop?Dell642Lenovo320Samsung010HP1142Others210Total22124Which brand do you prefer in term of buying a laptop? * How far would you like to travel to find out a Lenovo service center? CrosstabulationCountHow far would you like to travel to find out a Lenovo service center?Total15Km+Which brand do you prefer in term of buying a laptop?Dell113Lenovo05Samsung01HP118Others03Total240Chi-Square TestsValuedfAsymp. Sig. (2-sided)Pearson Chi-Square5.080a12.955Likelihood Ratio6.29312.901Linear-by-Linear Association.6501.420N of Valid Cases40a. 17 cells (85.0%) have expected count less than 5. The minimum expected count is .05.Hypothesis7: EMI option of Lenovo gives positive impact on image.Which brand do you prefer in term of buying a laptop? * Does Lenovo gives EMI option while buying a laptop? CrosstabulationCountDoes Lenovo gives EMI option while buying a laptop?TotalYesNoWhich brand do you prefer in term of buying a laptop?Dell10313Lenovo415Samsung011HP10818Others123Total251540Chi-Square TestsValuedfAsymp. Sig. (2-sided)Pearson Chi-Square4.933a4.294Likelihood Ratio5.3264.255Linear-by-Linear Association2.8201.093N of Valid Cases40a. 7 cells (70.0%) have expected count less than 5. The minimum expected count is .38.Hypothesis8: Preinstalled OS has direct impact on purchase of LaptopWhich brand do you prefer in term of buying a laptop? * The laptop should come with the following Operating System pre-installed: CrosstabulationCountThe laptop should come with the following Operating System pre-installed:WindowsLinuxUbontuWhich brand do you prefer in term of buying a laptop?Dell1300Lenovo410Samsung100HP1511Others210Total3531The laptop should come with the following Operating System pre-installed:TotalNo OSWhich brand do you prefer in term of buying a laptop?Dell013Lenovo05Samsung01HP118Others03Total140Chi-Square TestsValuedfAsymp. Sig. (2-sided)Pearson Chi-Square7.763a12.803Likelihood Ratio8.00912.784Linear-by-Linear Association2.2281.136N of Valid Cases40a. 18 cells (90.0%) have expected count less than 5. The minimum expected count is .03.Hypothesis9: Gender has significant impact on satisfaction level of Lenovo laptops.Group StatisticsWhat is Gender?NMeanStd. DeviationStd. Error MeanHow would you rate Lenovo compared to its nearest competitors on basis of performance?Male193.16.602.138Female213.10.889.194Independent Samples TestLevene's Test for Equality of Variancest-test for Equality of MeansFSig.tHow would you rate Lenovo compared to its nearest competitors on basis of performance?Equal variances assumed.744.394.258Equal variances not assumed.263Independent Samples Testt-test for Equality of MeansdfSig. (2-tailed)Mean DifferenceHow would you rate Lenovo compared to its nearest competitors on basis of performance?Equal variances assumed38.798.063Equal variances not assumed35.330.794.063Independent Samples Testt-test for Equality of MeansStd. Error Difference95% Confidence Interval of the DifferenceLowerHow would you rate Lenovo compared to its nearest competitors on basis of performance?Equal variances assumed.243-.429Equal variances not assumed.238-.421Independent Samples Testt-test for Equality of Means95% Confidence Interval of the DifferenceUpperHow would you rate Lenovo compared to its nearest competitors on basis of performance?Equal variances assumed.554Equal variances not assumed.546Hypothesis10: There is a significant relationship between add value of Lenovo and satisfaction level of Lenovo laptops.Group StatisticsWhat value added services does Lenovo give??NMeanStd. DeviationHow would you rate Lenovo compared to its nearest competitors on basis of performance?Services92.67.707Product options63.00.000Group StatisticsWhat value added services does Lenovo give??Std. Error MeanHow would you rate Lenovo compared to its nearest competitors on basis of performance?Services.236Product options.000Independent Samples TestLevene's Test for Equality of Variancest-test for Equality of MeansFSig.tHow would you rate Lenovo compared to its nearest competitors on basis of performance?Equal variances assumed7.962.014-1.140Equal variances not assumed-1.414Independent Samples Testt-test for Equality of MeansdfSig. (2-tailed)Mean DifferenceHow would you rate Lenovo compared to its nearest competitors on basis of performance?Equal variances assumed13.275-.333Equal variances not assumed8.000.195-.333Independent Samples Testt-test for Equality of MeansStd. Error Difference95% Confidence Interval of the DifferenceLowerHow would you rate Lenovo compared to its nearest competitors on basis of performance?Equal variances assumed.292-.965Equal variances not assumed.236-.877Independent Samples Testt-test for Equality of Means95% Confidence Interval of the DifferenceUpperHow would you rate Lenovo compared to its nearest competitors on basis of performance?Equal variances assumed.298Equal variances not assumed.210FindingsImage of Lenovo laptops not good compare to their competitors like Dell and HP.Most of the customers prefer Dell and HP compare to Lenovo laptops in India.But image of Lenovo laptops good compare to their competitors like Samsung,Acer,Asus and other laptops in India. SUGESSIONMost of the customer still not prefer Lenovo pany need add some new innovative ideas to capture laptop markets in India.Most of customer looks for good features in affordable price, so company need to utilize this thing.Laptop SurveyResearch Survey on laptop comparisonWhat is your Gender??Male?FemaleTop of FormWhich brand do you prefer in terms of buying a laptop??DELL?LENOVO?Samsung?HP?OthersWhat are your price ranges??Rs 20000-25000?Rs 25001-35000?Rs 35001-45000?And aboveWhich laptop you are using now??DELL?Lenovo?Samsung?HP?OthersHow would you Satisfaction rate Lenovo compared to its nearest competitors on basis of performance??????What is the key factor you look first while buying a laptop????Hard disk?Display?Lan card?Touch or without Touch?Sound??OthersWhat value added services does Lenovo give???Services?Product options?Price ranges?Higher number of service centersWhat you do most in Laptop?Official workGamingInternet surfingEntertainmentWhat are your preferences in a scale of four to all those previous items?RarelySometimesMost oftenAll the timeOfficial workGamingInternet surfingEntertainmentHow was the idea of Lenovo's ThinkPad??Bad?Satisfactory?Good?Very GoodDoes actors play a big role while choosing to buy a Lenovo laptop??Yes?NoWhat is most praised thing in Lenovo laptop???Price?Features?Battery life?Weight?LooksThe laptop should come with the following Operating System pre-installed:?Windows?Linux?Ubontu?No OSDoes Lenovo gives EMI option while buying a laptop??Yes?NoHow do you place an order??Online?Offline?OthersDoes Lenovo give any extended warranty options???Yes?NoDoes Lenovo provide original anti-virus CD????Yes?NoDoes Lenovo provide original OS CD????Yes?NoWhat is the average battery life of Lenovo laptop??2yr?3yr?4yr?4+Does Lenovo gives changing cover option????Yes?NoHow far would you like to travel to find out a Lenovo service center??0-5Km?6-10Km?11-15Km?15Km+Bottom of Form ................
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