Consumer Behaviour Towards the Purchase of Laptops
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Date
2014
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Abstract
Laptop industry in India is well
established and is flourishing lastly. There
are various leading brands. A consumer
considers many aspects, before buying a
laptop. An analysis of the factors
influencing the consumer's purchase
decision of laptops throws light on their
preferences and requirements. This will
help the laptop marketers to understand the
consumer preferences and to increase their
market share. Hence a detailed research
study has been conducted on the factors
influencing consumers purchase decision of
laptops in Coimbatore during 2013. The
objective is to find out the factors that
influence the purchase of branded laptops
and offer suggestions.
A sample of 300 laptop customers are
selected in Coimbatore. The primary and
secondary data were collected. The data
was analysed with relevant statistical tools
like factor analysis, chi-square test and
ranking technique. This study presents
practical suggestions to improve laptop
features that will help laptop manufacturers
to develop brand management strategies
and to enhance their sales. The growing
laptop industry contributes significantly our economy by supporting, efficiently
educational and industrial sectors.