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Research brief
The influence of Post-sales service on the laptop brand preference: critical review of Student
consumers segment
There are many factors which influence a customer while making a purchase decision of laptop,
especially due to change in preference and variance in taste, the components which the prospective
consumer looks into will be different, like Price, Brand value, physical appearance, after sales service,
technical configuration, and customization. These factors vary between company to company and as
such the consumers decision. We are trying to find out the strength of relationship between the
independent variable (after sales service) and dependent variable (buying decision).
Scope & objective
The main objective of this research is to understand the factors/components which affect a consumer
while buying a laptop, and to apply all theoretical knowledge, in a way to gain a practical exposure of
the research.
By doing this research we can provide information to companies, and thereby they can analyse the
critical factors which need to be improved so that, it can withstand in the market and can capture a
strong customer base.
Gathering and summarising secondary data
From the secondary data, it has been found that there are seven factors which influence consumers
laptop purchase decisions. These factors can be stated as follows: core technical features, post
purchase services, price and payment conditions, peripheral specifications, physical appearance, value
added features, and connectivity and mobility, the study also recommends companies to invest in
technology through R&D and create differentiation at utmost level.
Group deliberations
As discussed among the group with our mentors, we found that students in India prefer more of Dell
laptop and they cite after sales service as the onliy factor (especially firls) as it offers services at their
doorstep. The brand also plays an important role. The following are the top 5 brands preferred by
students.
1. Dell2.
Sony VAIO
3. Lenovo4. Toshiba Satellite5. Apple Mac Book Pro
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Definition of the problem
Decision making problem
Should the company give more importance to the after sales service to tackle the competition
and capture the market?
Market research problem
How much does the after sale service component contribute to customers laptop buying
decision?
Broad informational problem
To analyse the market and understand the aspects that has an impact on the consumer buying
decision and thereby it gives an opportunity for companies to focus and improve their weak
areas.
Major components of study
1. How the major players differ from each other in delivering their product and service.2. All the probable factors which can support the buying decision.3. Does their exist any other dominating variable other than after sales service.
Research design
Secondary research
Source: Http//www.irma-international.org
Questions: Which is the most relevant factor affecting the customer to make buying choice?
Who all are the players in the market, with a good customer service cell?
Will dell remain as a market leader in providing after sales service?
Qualitative research
Method: Questionnaire & Personal interview
Questions:
Descriptive Research
Descriptive research, also known as statistical research, describes data and characteristics about the population or
phenomenon being studied. Descriptive research answers the questions who, what, where, when, "why" and how...
Although the data description is factual, accurate and systematic, the research cannot describe what caused a
situation. Thus, Descriptive research cannot be used to create a causal relationship, where one variable affects
another. In other words, descriptive research can be said to have a low requirement for internal validity. Here our
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