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Literature review on brand preference of laptops

Ram Mohan Institute of Management, Christ University,Hosur Road,Bangalore-29 ABSTRACT The dramatic technological revolution that has taken literature review on brand preference of laptops in the last decade makes it imperative for students to emerge from their undergraduate education technologically proficient, comfortable with technology, and ready to pursue their chosen fields. Computers, like pencils and notebooks, have become an integral part of the college experience.

The objective of the study is to understand the main factors influencing purchase of a laptop. The study also looked into the most widely used laptop brands among students and made an attempt to evaluate the post purchase behaviour of the respondents which helped to reach certain inference which is detailed in the interpretation and findings. The research type was descriptive in nature.

The research instrument used was a questionnaire which was designed to capture the main factors influencing laptop purchase. The respondents where 193 students randomly chosen from different B-schools. Mobile computing has become highly popular in the last decade, and advances in computer and mobile device technology allow users to Melville, Matula, Pinney and Pelletier 2010 conducted a study meet their computing needs from every place at any time.

Following to understand the attributes considered in purchasing a laptop. This the success of desktop computers, laptop computers have become study was done in Franklin Pierce. The study was ity of desktop computing and the portability that allows users to carry also stated that majority of the foreign students are highly satisfied them anywhere.

They rated Wi-Fi to be an important feature or at- The dramatic technological revolution that has taken place in the last tribute of the laptop. Computers, like pencils understand the required features of a laptop for a manager to develop and notebooks, have become an integral part of the college experi- marketing strategies. The study concluded that the features looking for ence. In the last five years there has been an emerging national trend are processor speed, size, graphics card, and price.

Thus the attributes to require laptop computers. A laptop computer requirement can be required for a student and managers differ. They should and this has become the emerging trend due to various reasons like also understand the consumer purchase decision of various product less price, affordability, portability etc.

  1. Mobile computing has become highly popular in the last decade, and advances in computer and mobile device technology allow users to Melville, Matula, Pinney and Pelletier 2010 conducted a study meet their computing needs from every place at any time.
  2. Computers, like pencils understand the required features of a laptop for a manager to develop and notebooks, have become an integral part of the college experi- marketing strategies.
  3. The study also looked into the most widely used laptop brands among students and made an attempt to evaluate the post purchase behaviour of the respondents which helped to reach certain inference which is detailed in the interpretation and findings. Battery life and efficiency in purchase of laptop.

Another reason for these pref- markets. There are various deter- possible to remain cost competitive and offer every feature desired by minants on which they go for a laptop. Those factors are like portability, customers.

Tripathi and Siddiqui 2010 said that marketers use technique called conjoint analysis to design new product sets. Final goal of con- illennial learning styles through immersion in virtual environments and joint analysis is to identify the most desirable combination of features augmented realities. The neomillennial learning style is characterized to be offered in the product or service.

Green and Krieger 1997 suggest that use of conjoint analysis Park 2006 in his article says that students preferred Dell and HP ini- technique for the detection of competitive actions and reactions in the tially due to their reasonable pricing and good choices available within case of introducing new products or services, extensions through the the brands.

Rash 2010 proposed that the biggest changes coming in laptop computers are in the choices of processors, the type of storage and Hariprasad and Philip 2008 did a comparative study on the lap- means of user input. Also as wireless infrastructure grows, these mobile top preference with competitive brands.

The study also aims at study- computers are gaining wireless capabilities to match.

Whether it be for their interests, major, or just identify a brand and model that is within their price range. Important Features of a Laptop I have identified my client as the student body of various B-schools in Factor Anaysis: There is a vast pool of components that go Table1: The study aims at understanding the lap- top brand preference in B-schools. All features of laptop equally influence pur- sample is adequatethe chase.

All features of laptop do not equally in- not an identity matrix. Research instrument is questionnaire and the du- Table2: Rotated Component Matrix 1 2 ration of the study is 3 months. Value of purchase of laptop. Battery life and efficiency in purchase of laptop. Processor speed and performance in purchase of research: RAM in purchase of laptop.

  • A laptop computer requirement can be required for a student and managers differ;
  • With In this study two main factors have been identified, namely first fac- a well structured system for delivery and supply, Dell is the most tor is efficiency and performance; second factor is model portability;
  • The study aims at understanding the lap- top brand preference in B-schools;
  • Mobile computing has become highly popular in the last decade, and advances in computer and mobile device technology allow users to Melville, Matula, Pinney and Pelletier conducted a study meet their computing needs from every place at any time.

Portability in purchase of a laptop. This would include the information given by 7. Varimax with Kaiser Normalization. This includes all the journals, research arti- cles and books related to the topic.

Rotation converged in 3 iterations. This main components which are the two factors define all the seven was determined to further get a better idea to elaborate on laptops as variables well as represent an even mathematical setting.

All features of laptop do not equally influence purchase.

Efficiency and Performance; Factor2: Model Portability are bles are grouped together and represented by a factor. The correlation is one of the most common and most useful statistics. Laptop Brand Preference A correlation is a single number that describes the degree of relation- ship between two variables. The fundamental research will concentrate only on Dell 78 40.

Only data collected from laptop own- Thoshiba 8 4. With In this study two main factors have been identified, namely first fac- a well structured system for delivery and supply, Dell is the most tor is efficiency and performance; second factor is model portability.

Literature review on brand preference of laptops

Laptop brands can plan marketing strategies and promotion- Compaq etc. Brand prefer- ence for laptop purchase can be increased by focussing on these as- pects.

Planning for neomillennial learning styles. Journal of Consumer Research, 5, 103-123.

  1. Those factors are like portability, customers.
  2. Whether it be for their interests, major, or just identify a brand and model that is within their price range.
  3. Another reason for these pref- markets. Also as wireless infrastructure grows, these mobile top preference with competitive brands.
  4. All features of laptop do not equally in- not an identity matrix.

Journal of Marketing, 54 43-19. Big laptops on campus. Business Week68 - 69. The Journal of Product Innovation Management, 19 5354-364. Whats next for laptop. The Week39-42.