project dell

CHAPTER-1

INTRODUCTION

In the ancient time product orientation concept was used but today it change into consumer

orientation concept .The consumer is considered as a king of the market .They can change the

product according to their need, want, requirement and opinions. In a competitive market place

where business competes for consumers, consumer satisfaction is seen as a key and differentiator

and increasingly has become a key element of business strategy. So the basic need of the company

is to retain their loyal consumer with the brand and attract new consumer. To maintain the

relationship between consumer and the brand, it is necessary to know that the consumers are

satisfied or not. This research helps to know the satisfaction level, opinion, perception and

awareness of the consumers towards Dell laptop.

CONSUMER:

Consumer refers to that person which purchases goods for their own use. Different person

purchase goods but in real that person is called consumer which consumed goods finally.

For example: a whole seller purchase goods from manufacturer and sell it to the retailer, and

retailer sell it to the ultimate user which is called consumer.

CONSUMER SATISFACTION :

Customer satisfaction is a measure of how products and services supplied by a company meet or

surpass customer expectation. Customer satisfaction is defined as "the number of customers, or

percentage of total customers, whose reported experience with a firm, its products, or its services

exceeds specified satisfaction goal.”

Within organizations, customer satisfaction ratings can have powerful effects. They focus

employees on the importance of fulfilling customer’s expectations.

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INTRODUCTION OF DELL LAPTOP :

Industry – Computer system

Founded – November 4, 1984

Founder – Michael Dell

Headquarter – Round rock, Texas

Area served – Worldwide

Dell Inc. is an American multinational information technology corporation based in Round Rock,

Texas, and United States that develops, sells and supports computers and related products and

services. Bearing the name of its founder, Michael Dell, the company is one of the largest

technological corporations in the world, employing more than 103,300 people worldwide. Dell is

listed at #38 on the Fortune 500 (2011).

Dell has grown by both organic and inorganic means since its inception—notable

mergers and acquisitions including alien ware (2006) and Perot Systems (2009). As of 2009, the

company sold personal computers, servers, data storage devices, network switches, software, and

computer peripherals. Dell also sells HDTVs, cameras, printers, MP3 players and other electronics

built by other manufacturers. . On May 3, 2010, Fortune Magazine listed Dell as the 38th largest

company in the United States and the 5th largest company in Texas by total revenue.

HISTORY:

Founder Michael Dell with his PCs Limited prototype, which is now housed at the Smithsonian

Institution. Dell traces its origins to 1984, when Michael Dell created PCs Limited while a student

at the University of Texas at Austin. The dorm-room headquartered company sold IBM PC-

compatible computers built from stock components. Michael Dell started trading in the belief that

by selling personal computer systems directly to customers, PCs Limited could better understand

customers' needs and provide the most effective computing solutions to meet those needs. Michael

Dell dropped out of school in order to focus full-time on his fledgling business, after getting about

$300,000 in expansion-capital from his family.

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In 1985, the company produced the first computer of its own design—the "Turbo

PC", sold for US$795. PCs Limited advertised its systems in national computer magazines for sale

directly to consumers and custom assembled each ordered unit according to a selection of options.

The company grossed more than $73 million in its first year of trading.

The company changed its name to "Dell Computer Corporation" in 1988 and began

expanding globally—first in Ireland. In June 1988, Dell's market capitalization grew by $30

million to $80 million from its June 22 initial public offering of 3.5 million shares at $8.50 a share.

In 1992, Fortune magazine included Dell Computer Corporation in its listed of the world's 500

largest companies, making Michael Dell the youngest CEO of a Fortune 500 company ever. In

1996, Dell began selling computers via its web site, and in 2002, Dell expanded its product line to

include televisions, handhelds, digital audio players, and printers. Dell's first acquisition occurred

in 1999 with the purchase of Converge Net Technologies. In 2003, the company was rebranded as

simply "Dell Inc." to recognize the company's expansion beyond computers. From 2004 to 2007,

Michael Dell stepped aside as CEO, while long-time Dell employee Kevin Rollins took the helm.

During that time, Dell acquired Alien ware, which introduced several new items to Dell products,

including AMD microprocessors. To prevent cross-market products, Dell continues to run Alien

ware as a separate entity but still a wholly owned subsidiary.

Lackluster performance, however, in its lower-end computer business prompted Michael Dell to

take on the role of CEO again. The founder announced a change campaign called "Dell 2.0,"

reducing headcount and diversifying the company's product offerings. The company acquired

Equal Logic on January 28, 2008 to gain a foothold in the discs storage market. Because Dell

already had an efficient manufacturing process, integrating Equal Logic’s products into the

company drove manufacturing prices down.

In 2009, Dell acquired Perot Systems, a technology services and outsourcing company founded by

H. Ross Proton September 21, 2009, Dell announced its intent to acquire Perot systems in a

reported $3.9 billion deal.

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Products:

Their Business/Corporate class represent brand where the company advertises emphasizes long

life-cycles, reliability, and serviceability. Such brands include:

Studio XPS - (high-end design-focus of XPS systems and extreme multimedia capability)

Alienware - high-performance gaming systems

Adamo - high-end luxury OptiPlex office desktop computer systems

Vostro - office/small business desktop and notebook systems

n Series - desktop and notebook computers shipped with Linux or Free DOS installed

Latitude - business-focused notebooks

Precision - workstation systems and high-performance notebooks

PowerEdge - business servers

Power Vault- direct-attach and network-attached storage

Power Connect - network switches

Dell/EMC - storage area networks

Equal Logic - enterprise class iSCSI SANs

Dell's Home Office/Consumer class emphasizes value, performance, and expandability. These

brands include:

Inspiron - budget desktop and notebook computers

Studio - mainstream desktop and laptop computers

Xps -high-end desktop and notebook computers laptop.

MODELS:

Dell Inspiron 15

Dell's Inspiron computer product line started as a range of laptop computers targeted at the entry-

level, budget, a Mobile Celeron or Mobile Pentium II processor with SDRAM, and had a high

starting price of $2,799 Today, though, the Inspiron line mainly consists of mid-level computer

systems.

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Dell Inspiron M101z

Released online August 5, 2010, the Inspiron M101z is Dell's 11.6" budget laptop that weighs 3.44

lbs. While Dell markets this as a small laptop, most competing 11.6" models are marketed as net

books.

Dell Studio

Dell's Studio brand is a range of laptops and desktops targeted at the mainstream consumer market.

The computers sit above Dell's Inspiron and below the XPS consumer lines in price and

specifications. They differ from Dell's lower-end Inspiron models by offering slot-loading optical

drives, media keys, more cover design options, faster processor options, HDMI and SATA ports,

LED-backlit screens, and backlit keyboards.

Dell vostro

The current lineup of Vostro laptops includes five laptops, including two budget models, the A90

and A860, and the mid-level Vostro 3000 series. Higher-end models are the 1220, 1320, 1520, and

1720. The configurations for the Vostro 1220, 1320, 1520, and 1720 are nearly identical. The Dell

Vostro 1320, 1520 and 1720 were released online on April 2, 2009, while the Vostro 1220 was

released online on July 1, 2009. The Vostro V13 was released online on December 8, 2009 and the

Vostro A90 was released online on April 15, 2009. The Vostro 3000 series was released on March

9, 2010, and is Dell's newest line of small business laptops.

Dell Adamo

Adamo is a Dell subnotebook focused on design and mobility. A notebook prototype was unveiled

at the Consumer Electronics Show on January 9, 2009.Dell also claimed it is the "world's thinnest

laptop", at 0.65 inches thick. It is a slim luxury ultraportable intended to compete with Apple's

MacBook Air, Lenovo's ThinkPad X301, or HP's Voodoo Envy 133 laptop. On September 9,

2009, Dell previewed a new, thinner Adamo "XPS" laptop design, which was 9.99 mm (0.39

inches) thick. It is the world's thinnest laptop, almost half as thick as the thickest part of the

MacBook Air.

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Board of directors:

A board of directors of nine people runs the company. Michael Dell, the founder of the company,

serves on the board. Other board members include Don Carty, William Gray, Judy Lewent, Klaus

Luft, Alex Mandl, Michael A. Miles, and Sam Nunn.

The board of directors usually sets up five committees having oversight over specific matters.

Competitors:

Dell's major competitors include Hewlett-Packard (HP), Acer, Toshiba, Gateway, Sony, Asus,

Lenovo, IBM, Samsung, Apple and Sun Microsystems. Dell and its subsidiary, Alienewere,

compete in the enthusiast market against AVA Direct and Falcon Northwest.

National and Community awards:

2006 - Dell wins the Multinational Exporter Award. This category recognizes the role of

multinational companies in contributing to Ireland's impressive export performance

2006 - Dell wins Leadership category at 02 Ability Awards, a program me set up to acknowledge

Irish companies who are leading best practice in the employment of people with disabilities

2005 - Dell Wins Recognition for its environmentally friendly programmers’ and its effective

implementation of CSR policies throughout the company at the annual Corporate Social

Responsibility Awards.

2005 - Dell wins Leadership category at 02 Ability Awards, a programme set up to acknowledge

Irish companies who are leading best practice in the employment of people with disabilities.

2005 - Dell Wins a Cedar Award for IT recruitment advertising.2005 - 02 Ability awards - Dell is

one of fifty Irish companies to win an award in recognition of its policies and track record on the

employment of people with disabilities.

2004 - Ireland Call Centre Awards - Dell Wins Best Customer Service Delivery for Our Client

Gold Services.

2004 - Chambers of Commerce Corporate Social Responsibility Awards - Dell Wins

Commendation for Community Work.

2004 - Dell Ireland is voted top IT vendor/manufacturer of the year at the ICT Excellence awards

held in Dublin.

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2001 - Dell Bray wins the Bray Recycling Business of the Year category of the Bray Tidy Towns

Business Awards.

2001 - Dell Limerick is recognized by the Health and Safety Authority for its participation in the

Good contributions in the local area.

2000 - Dell is an award winner at the AIB Capital Markets / Irish Exporters Association,

Millennium Export Excellence Awards.

2000 - Dell wins the Commerce endeavor award at the Bray Commerce and District annual

endeavor awards. The awards promote the development of a strong community and civic spirit and

reward outstanding

1998 - Dell Bray wins Call Centre of the Year and Supplier of the Year at the third annual Irish

Call Centre awards held in Dublin.

CHAPTER:-2

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REVIEW OF LITERATURE:

This chapter contains the review of literature related to consumer satisfaction towards Dell laptops.

There are various study have already been conducted on consumer satisfaction towards Dell

laptops. The review study focus on consumer satisfaction and relation, consumer satisfaction

through direct investment, quality, after sales services, through appearance of product in the

market, consumer relation through services, technology.

Stiffen (1983) in his research explained that Dell always adopts new technology to the

laptop. This strategy makes customer faithful for Dell laptops.

Parasuram (1984) in his research, he identified a set of discrepancies, or gaps between how

executives perceive the quality of the service they provide and the task associated with

delivering those services to customers. They found that the customer perception service

quality depends upon the size and direction of the gap between the service and the

customer aspect to receive. Dell Company makes all the product according to the customer

requirement and task customer views time to time for any change in their products.

Rama than (1989) in his research concluded that Dell attracts to the consumer for its high

quality features. By adding new features Dell always satisfied to their consumer that’s why

consumer retained with Dell.

Williams (1990) in his research explore customer sales person interaction from

communication perspective. They found that consumer of Dell are retained because it

provides assured quality and fast after sales services. Dell company provide different

communication (verbal and non verbal) training to its sales person so that they can impacts

its customers.

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Chimpa (1991) in his research, he identified that customer always think about the services.

Dell manufactures their product according to the need of the consumers and change time to

time according to the consumer demand.

Krawitz (1993) in his research explained specific service and sales skill could improve

customer relation rate. A literature review was could to examine the following issue:

(1) Consumer relation rates could be improved by attempting to resell consumers who wish

to cancel their accounts or stop services.

(2) Service quality factors that have been shown to contribute to consumer relation.

(3) Behavior and skills that have been linked to service quality and consumers relationship.

(4) The relationship of specific sales skill to these behaviors.

Finelli (1994) in his research he conclude that Dell attracts to the consumer for its high

quality of the product. Dell is a customer oriented brand and always work in favor of fill

gap between customer satisfaction and quality.

Robert (1995) in his research concluded that Dell improve his customer relationship by

providing good after sales services to the consumer. Dell focus on consumer satisfaction

and also focus on the services which is provided to the consumer after sales.

Guha (2001) in his research, she identified that consumer wants that product should

available in the market when they want to purchase them, otherwise they go for other

brand Dell always conscious for the customer satisfaction and get available the product in

the market every time.

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CHAPTER: 3

RESEARCH METHODOLOGY

The research methodology section contains the objective, research design, sampling technique,

sample size, area of sample, tool of data collection and measurement item in the questionnaire.

3.1 Objective of study:

1. To identify satisfaction level of consumer towards Dell laptop.

2. To identify area of improvement of dell laptop.

3. To identify awareness of consumer towards dell laptop.

4. To identify perception of customer towards dell laptop.

3.2 Research Design:

We use descriptive research design in our project. Because it tell us the satisfaction level of

consumer, perception of consumer, awareness of consumer towards Dell laptop and area of

improvement of Dell laptop.

Because this research includes surveys and fact finding enquiries of

different kinds so ,this research gives description of the state of affair as it exist at present and it

helps to know the adject data.

3.3 Sampling technique

convenience technique is used in this project.

3.4 Sample size:

For this study 50 members has been taken.

3.5 Area of sample:

Dr.It group of institute of management and technology, Jalalpur (Bannur).

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3.6 Source of data: 1 Primary Data: questionnaire is used in this project to collect primary data.

2 Secondary Data: It refers to that data which have already used by other.

Literature review is used in this project to collect secondary data.

3.7 Tools of data collection and analysis:

Questionnaire and Graphical method in SPSS

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CHAPTER- 4Results & discussion

Table 4.1. What is your profession?

OPTION NO. OF RESPONDENT PERCENTAGEEmployee 4 8%Student 46 92%Business 0 0%Other 0 0%

From the above graph it could be concluded that 8% of respondents are employees and 92% of

respondents are students.

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Table 4.2 Do you have Laptop?

From the above graph it could be concluded that 76% of respondents have laptop and 24%

of respondents don’t have laptop

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OPTION NO. OF RESPONDENT PERCENTAGE

Yes 38 76%

NO 12 24%

Table 4.3 Do you have Dell Laptop?


Yes 18 36%

No 32 64%

From the above graph it could be concluded that 36% of respondents have Dell laptop

and 64 % of respondents don’t have Dell laptop.

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Table 4.4 What is your income level per month?

OPTION NO. OF

RESPONDENT

PERCENTAGE

10000 – 15,000 17 34%

15000 – 20000 16 32%

20000 – 25000 4 8%

Above 25000 13 26%

From the above graph it could be concluded that 34% of respondent’s income is 10000-

15000, 32% of respondent’s income is 15000-20000, 8% of respondent’s income is

20000- 25000 and 26% of respondent’s income is above 25000.

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Table 4.5 At what range would you like to purchase a Laptop?

From the above graph it could be concluded that 8% of respondents like range of Dell

laptop below 20000, 24% of respondents like 20000-30000, 48% of respondents like

30000-40000 and 20% of respondents like above 40000.

Table 4.6 What is your mode of purchase?


Cash Basis 46 92%

Credit basis 4 8%

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Below 20,000 4 8%

20,000 – 30,000 12 24%

30,000 – 40,000 24 48%

Above 40,000 10 20%

The above graph shows the mode of purchase of respondents. 92% respondents purchase

Dell Laptop on cash basis and 8% of respondents purchase Dell laptop on credit basis.

Table 4.7 What are the main criteria of purchasing Laptop?

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Educational Purpose 39 78%

Surfing 3 6%

Business Purpose 6 12%

Playing games 2 4%

From above graph it could be concluded that 78% of respondents purchase laptop for

educational purpose, 6% of respondent for surfing purpose, 12% of respondent for

business purpose and 4% of respondent for playing games.

Table 4.8 Why do you prefer Dell?

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Price 5 10%

Quality 23 46%

Configuration 13 26%

Services 9 18%

The above graph shows preference of dell laptop. 10% of respondents purchase on the basis

of price, 46% of respondents purchase on the basis of quality, 26% of purchase on the basis of

Configuration and 18% of respondents purchase on the basis of services.

Table 4.9 Which factor influenced to purchase Dell?

The above shows the factors which affect to purchase dell laptop. 40% of respondents are

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Friends 20 40%

Relatives 7 14%

Advertisement 19 38%

Others 4 8%

affected by their friends, 14% of respondent affected by their relatives, 38% of respondent

affected by advertisement and 8% of respondent affected by others.

Table 4.10 What is your opinion about dell prices?


Very High 6 12%

High 20 40%

Medium 23 46%

Low 1 2%

The above graph shows respondent’s opinion about prices of dell laptop. 12% of respondents say prices of Dell laptop is very high, 40% of respondents say high,

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46% of respondents say medium and 2% respondents say low.

Table 4.11 To what extent are you satisfied with Dell?

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Highly Satisfied 13 26%

Moderately satisfied 11 22%

Satisfied 24 48%

Moderately unsatisfied 2 4%

Highly Unsatisfied 0 0%

The above graph shows that 26% of respondents are highly satisfied 22% of respondent

moderately satisfied, 48% of respondents are satisfied and 4% of respondents are modertely

unsatisfied.

Table 4.12 What is your opinion about sales promotional activities of Dell?

OPTION RESPONSE PERCENTAGEVery Impressive 4 8%

Impressive 39 78%Not Impressive 7 14%

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The above graph shows opinion of respondents about sales promotion that 8% of respondents are

in the favor of very impressive sales promotion, 78% of respondents are in the favor of impressive

sales promotion and 14% of respondents are in the favor of not impressive sales promotion.

Table 4.13 What is your opinion on Advertisement on Dell?

OPTION NO.OF RESPONDENT PERCENTAGEExcellent 7 14%

Good 34 68%Fair 8 16%Poor 1 2%

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The above graph shows the opinion of respondents about advertisement of Dell laptop. 14%

of respondents said it is excellent, 68% of respondents said it is good, 16% of respondent said

it is fair and 2% of respondent said it is poor.

Table 4.14 What is your opinion on after sale services of Dell?

OPTION NO. OF RESPONDENT PERCENTAGEExcellent 16 32%

Good 29 58%Fair 4 8%Poor 1 2%

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From the above graph it could be conclude that 32% of respondents said after sale services

of Dell laptop is excellent, 58% respondents said it is good, 8% respondents said it is fair

and 2% respondents said it is poor.

Table 4.15 Would you suggest Dell Laptop to purchase any one else?


Yes 43 86%

No 7 14%

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From the above graph it could be conclude that 86% of respondents are in the favor to

Suggest others for purchase Dell laptop and 14% are not in the favor to suggest others.

CHAPTER:5

FINDING & CONCLUSION

FINDING:

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Majority of respondents were students and purchased Dell laptop for educational purpose.

Majority of respondent liked the range of Dell laptop between 30,000- 40, 000.

Majority of respondent purchased Dell laptop on the basis of cash.

Majority of respondent purchased Dell laptop because of its good quality.

Majority of respondents were satisfied with the price of Dell laptop.

Majority of respondent were satisfied with Dell laptop.

Majority of respondent were impressed with the sales promotion of Dell laptop.

Majority of respondent were satisfied with the after sales services of Dell laptop.

CONCLUSION:

After completing the project report on consumer satisfaction towards Dell laptop we can conclude

that majority of the respondent are satisfied with the good quality, affordable price and after sales

services provided by the company side to the consumers. The consumers are highly satisfied with

Dell laptop and they prefer to purchase Dell laptop rather than other brand of laptops.

References

Stiffen; “Relationship of consumer linked with technology”; volume 8; print No. 0192-

2882; page No.325.

Parasuram.T; “consumer relation through direct investment”; volume-12 issue no.3; page

No.159.

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Ramanathan.W; “Consumer relationship attached to features”; volume 18; issue consumer

relationship”; issue No. 4; page No 228.

Williams; “Relationship to sales skill to behaviors linked to customer satisfaction and

retention”; volume -4; issue 219; page no.532.

Chimpa.N.L; “Consumer relationship through services”; volume 10; issue No 7; page

No.281.

Kratwitz .J.B; “The role of service and sales in consumer relation”; volume 9; issue-

consumer relation; page no. 632.

Finelli .P.M; “Customer satisfaction and quality”; Commedia Dell arte (website); volume

No. 4; issue 1086-332x; page No. 480.

Robert.C ; “Customer relationship linked to after sales services”; commedia Dell arte

(website);volume 11; issue 283 -549x ; page No. 620.

Guha .S; “Consumer satisfaction through the appearance of product in the market”; volume

18; issue No. 12; page No 223.

Appendix: Questionnaire Name:Age:OccupationGender:

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1. What is your profession?

i. Employee ii. Businessmen ii. Student iv. Others2. Do you have Laptop?

i. Yes ii. No

3. Do you have Dell Laptop? i . Yes ii . No

4. What is your Income level per month?i. 10,000 - 15,000 ii. 15,000 -20,000iii. 20,000 - 25,000 iv. Above 25,000

5 . At what range would you like to purchase a laptop?a. Below 20,000 b. 20,000 – 30,000c. 30000 – 40,000 d. above 40,000

6. What is your mode of purchase?a. Cash basis b. Credit basis c. Installment

7. What are the main criteria of purchasing laptop?a . Education purpose b . Surfingc . Business purpose d . Playing games

8. Why do you prefer Dell?a.Price b. Quality c. Configuration d. Services

9. Which factor influenced to purchase Dell ?a . Friends b . Relativesc . Advertisement d . Others.

10. What is your opinion about prices of Dell laptops ?a . Very high b . Highc . Medium d . Low

11. To what extent are you satisfied with Dell?a. Highly satisfied b. Moderately satisfiedc. Satisfied d. Moderately unsatisfied e . Highly unsatisfied

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12. What is your opinion about sales promotional activities Of Dell?a. Very Impressive b.Impressive c . Not Impressive

13. What is your opinion on Advertisements of Dell?a. Excellent b. Good c. Fair d. Poor

14. What is your opinion after sales services of Dell?a. Excellent b. Good c. Fair d. Poor

15. Would you suggest Dell Laptop to purchase any one else?a. Yes b. No

Variable view:

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DATA VIEW:

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project dell

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