7/29/2019 Research Case Summary

1/3

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

7/29/2019 Research Case Summary

2/3

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

7/29/2019 Research Case Summary

3/3