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Executive Summary

A successful marketer must understand consumer’s psychology and behavior to

successfully grip the target market. To fully understand consumer need,

demand, marketers need to accomplish marketer research. In this report, I have

analyzed consumer’s psychology, opinion, perception, and behavior towards

Toshiba laptop.

Toshiba Corporation is a Japanese multinational conglomerate corporation

headuartered in Tokyo, Japan. Its diversified products and services include

information technology and communications euipment and systems, electronic

components and materials, power systems, industrial and social infrastructure

systems, consumer electronics, household appliances, medical euipment, office

euipment, lighting and logistics.

!eduction in prices and increasing consumer awareness is fueling the demand

for the Indian "aptop market. Apart from the procurement cost, demand is alsodriven by increasing number of new professions across the corporate and

household segment. Additionally, the demand for "aptops in India is further 

e#pected to rise on account of the upcoming festive season.

I have focused on the brand euity, image, e#ternal and internal factors of 

Toshiba "aptop.

$

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LAPTOP

A laptop is a personal computer designed for mobile use  and small and light

enough to sit on a person%s lap while in use. A laptop integrates most of the

typical  a desktop computer,  including a display, a keyboard, a pointing

device&a touchpad, also known as a track pad, and'or a pointing stick (,

speakers, and often including a battery, into a single small and light unit. The

rechargeable battery&if present( is charged from an A) adapter and typically

stores enough energy to run the laptop for two to three hours in its initial state,

depending on the configuration and power management of the computer.

"aptops are usually notebook *shaped with thicknesses between +.-$. inches

&$/-0/ mm( and dimensions ranging from $+#/ inches &1#11cm, $02 display(

to$#$$ inches &03#1/cm, $2 display( and up. 4odern laptops weigh 0 to $1

 pounds &$.5 to .5 kg(6 older laptops were usually heavier. 4ost laptops are

designed in the flip form factor to protect the screen and the keyboard when

closed.

4oderntablet laptopshave a comple# 7oint between the keyboard housing and

the display, permitting the display panel to swivel and then lie flat on the

keyboard housing. "aptops were originally considered to be 2a small niche

market2 and were thought suitable mostly for 2specialized field applications2

such as 2the military, the Internal !evenue 8ervice, accountants and sales

representatives2. 9ut today, there are already more laptops than desktops in

1

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 businesses, and laptops are becoming obligatory for student use and more

 popular for general use. In 1++/ more laptops than desktops were sold in the

:8.

Laptops in India:

)hanging work style and increasing need for 15' access to information is

fueling the growth of India "aptop market. ;ersonal ?research, India "aptop market reached 5.$ 4illion shipments

for the year ending June*1+$5. =ewlett ;ackard endured its market leadership

 backed by its government tie*ups. "enovo and

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COMPANY PROFILE

Toshiba Corporation is a Japanese multinational conglomerate corporation

headuartered in Tokyo, Japan. Its diversified products and services include

information technology and communications euipment and systems, electronic

components and materials, power systems, industrial and social infrastructure

systems, consumer electronics, household appliances, medical euipment, office

euipment, lighting and logistics.

Toshiba was founded in $30/ as Tokyo Shibaura Electric K.K. through the

merger of 8hibaura 8eisaku*sho &founded in $/( and Tokyo

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in $/3+(. The company name was officially changed to Toshiba )orporation in

$3/. Toshiba has made numerous corporate acuisitions during its history,

including of 8emp in $3, of ?estinghouse Dlectric )ompany in 1++>,

of "andisE@yr  in 1+$$, and of I94%s point*of*sale business in 1+$1.

Toshiba is organised into four business groupingsF the

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Toshiba, but it was not until $3/ that the company was officially renamed

Toshiba )orporation.

The group e#panded rapidly, driven by a combination of organic growth and byacuisitions, buying heavy engineering and primary industry firms in the $35+s

and $3+s. @roups created include Toshiba 4usic Industries'Toshiba

D4I &$3>+(, Toshiba International )orporation &$3+s( Toshiba Dlectrical

Duipment &$35(, Toshiba )hemical &$35(, Toshiba "ighting and

Technology &$3/3(, Toshiba America Information 8ystems &$3/3( and Toshiba

)arrier )orporation &$333(.

Toshiba is responsible for a number of Japanese firsts, including radar &$3$1(,

the TA) digital computer &$35(, transistor television and microwave oven

&$33(, color video phone&$3$(, Japanese word processor  &$3/(, 4!I system

&$3/1(, laptop personal computer &$3/>(, A< DD;!G4 &$33$(,

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9efore ?orld ?ar II, Toshiba was a member of the 4itsui

@roup zaibatsu &family*controlled vertical monopoly(. Today Toshiba is a

member of the 4itsui keiretsu &a set of companies with interlocking business

relationships and shareholdings(, and still has preferential arrangements with

4itsui 9ank and the other members of the keiretsu. 4embership in a keiretsu

has traditionally meant loyalty, both corporate and private, to other members of 

the keiretsu or allied keiretsu. This loyalty can e#tend as far as the beer the

employees consume, which in Toshiba%s case is Asahi.

In July 1++, 9" confirmed it planned to sell ?estinghouse Dlectric

)ompany, and then estimated to be worth K$./ billion &L$ billion(. MN The bid

attracted interest from several companies including Toshiba, @eneral

Dlectric and 4itsubishi =eavy Industries and when the Financial 

Times reported on January 10, 1++> that Toshiba had won the bid, it valued the

company%s offer at K billion &L1./ billion(. The sale of ?estinghouse by the

@overnment of the :nited Oingdom surprised many industry e#perts, who

uestioned the wisdom of selling one of the world%s largest producers of nuclear 

reactors shortly before the market for nuclear power was e#pected to grow

substantially6 )hina, the :nited 8tates and the :nited Oingdom are all e#pected

to invest heavily in nuclear power. The acuisition of ?estinghouse for K.5bn

was completed on Gctober $, 1++>, with Toshiba obtaining a C share, and

 partners The 8haw @roup a 1+C share and Ishikawa7ima*=arima =eavy

Industries )o. "td. a 0C share.

In late 1++, Toshiba took over from +*

second ew Pear %s countdown on its screen, as well as messages, greetings, and

advertisements for the company.

In January 1++3, Toshiba acuired the =

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Toshiba is headuartered in 4inato*ku, Tokyo, Japan and has operations

worldwide. It had around 1$+,+++ employees as of 0$ 4arch 1+$1.

Toshiba is organised into four main business groupingsF the

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• "ogic "8I

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• Toshiba 8olutions )orporation

• Toshiba 4edical 8ystems )orporation

• Toshiba America Information 8ystems

• =ome Appliances @roup

• Toshiba =ome Appliances )orporation

• Toshiba "ighting R Technology )orporation

• =arison Toshiba "ighting )orporation

• Toshiba )arrier )orporation

• Gthers

•  ew "ighting 8ystems

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Discovery

3D television

In Gctober 1+$+, Toshiba unveiled the Toshiba !egza @"$ 1$2 "D< backlit

")< T glasses*free 0< prototype at )DATD) 1+$+. This system supports 0<

capability without glasses &utilizing an integral imaging system of 3 paralla#

images with vertical lenticular sheet(. The retail product was released in

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Toshiba continued to supply retailers with machines until the end of 4arch

1++/, and continued to provide technical support to the estimated one million

 people worldwide who owned =<

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• =ome Appliances 9usiness &!efrigerators, ?ashing 4achine(

• Gffice Automation &4ulti unctional ;rinter ' 9ar )ode ;rinter(

• Thermal R =ydro ;ower ;lant 8ystems Dngineering 9usiness

• 8ocial infrastructure &Industrial 8ystems, !ailways, 8ecurity R

Automation, 8mart )ommunity, Transmission R

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* are the building blocks for true product leadership and make Toshiba the best

choice for advanced mobile computing.

 MAINTAINING HIGHEST QUALITY STANDARDS 

Through !R

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8tatement by the JuryUThe plain design is sensibly complemented by the magnesium*alloy body and chrome*platedhinges. The result is a notebook series with a high*uality appearance that is also suitable for

 business purposes.V

3##D DES23N A(A)D *+,*

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@ood cm wide, makes the unit small enough to fit in a desk drawer.V

Toshiba Satellite Laptop

The Toshiba Satellite &dynabook Satellite  in Japan( is a line of consumer*

grade notebook computers marketed by Toshiba. 4odels in the 8atellite family

vary greatly * from entry*level models sold at ma7or retailers to full*

fledged media center *class notebooks. The latter are labeled as 2Bosmio2 and

sold alongside the 8atellite name.

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The Bosmio models tend to have added features like two hard drive bays,

multiple graphics cards, a large number of input'output ports of varying design,

uniue case styling, backlit keyboards, significantly more powerful sound

systems &built in subwoofer  and amplifier(, etc.

The early models did not come with an internal )

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which determines each :ltra book%s specifications. :sually, models sold at each

retail location are a little bit different.

;ortWgWs are designed to be e#tremely mobile and rated highly in areas of  portability, styling, and performance. Throughout their history, ;ortWgW

machines have been e#tolled due to their focus on long battery life.

urthermore, several high*end models in the ;ortWgW line feature a =oneycomb

!ib 8tructure which makes the laptop stiffer and more durable. 4any also come

with the optional feature of a solid*state drive, which is more reliable than a

traditional hard disk drive, as well as :89 0.+, which allows for faster data

transfer. Toshiba in general is also known for making laptops which have the

ability to charge a :89 connected device even when the laptop is asleep or off.

Darlier models include the ;ortWgW 4/+ and !++. 8imilar to the 4+, the

4/+ features a flip and twist screen, which means it can be used as a notebook 

or a tablet. The device has a $1.$*inch "D

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Important Buying actors: !hen Planning to

Buy a Laptop

9uying a new laptop is an investment for sure, and you can make the best

 possible choice only by thoroughly assessing your reuirements. ?hether you%re

 buying a laptop for the first time or have been using one for ages, before

venturing on a new purchase, there are several factors that need to be

considered. To make things easier for you, we%ve listed here the most important

factorsF

 Processor (CPU):

10

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The first bullet point in all those 2specification2 handouts that a laptop sales

 person will show you would most likely mention the processor in the system.

The processor is one of the main components in a laptop and directly affects

 performance as well as battery life. Gver the past years, laptop processors were

comparatively slower when pitted against desktop alternatives, but not anymore.

Today, faster multi*core processors are common in laptops. The processor type

differs depending on size, purpose or area of application of the laptop. 4ost

laptops come with Intel or A4< processors, with either single* or multi*core

architectures.)onsidering average applications such as 48 Gffice or other appli

cations like;hotoshop, a processor with a minimum clock speed of 1.1 @=z is

essential. :nlike desktops, laptops cannot conveniently be upgraded, and so it’s

always better to choose a faster processor with the future in mind.

 Memor (RAM):

Gnce you’ve decided on the processor you reuire, you need to do 7ustice to it

 by letting it perform to its full potential by providing adeuate system memory.

!A4, the random memory needed for your operating system, running programs

and their data, contributes to the overall system response time. )onsider 

a situation where you have one of the

fastest computers around, but not enough memory to hold the programs and

their data that you wish to run. 4uch of the program code and the data will have

to be held on disk and brought into memory when needed. At the same time,

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The display abilities of a laptop are determined by the screen itself, as well as

the graphics processor. 8creens come in standard sizes and resolutions.

Typically, larger displays have a higher resolution, but then this impacts the

 portability of a laptop. ?ide screen displays are also gaining popularity as they

help with better viewing and comfortable working. The graphics processor, on

the other hand, determines performance that is visible when it comes to 0<

graphics and gaming. "aptops come with onboard as well as dedicated graphics

solutions. The difference between the two is that while on board solutions

 provide low end or very basic performance, dedicated graphics

solutionsfrom I

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 Dr!&es:

=ard drives can be broadly classified into two different categoriesF

$. =

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 performance and capacity on the one hand, and portability on the other.

Although ultra portable laptops offer light weight solutions and a smaller size,

they also sacrifice on processing speeds, G

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to find out more about their euipment. )heck out the model physically

whenever possible. Ask your friends who may have bought laptops recently or 

are currently using the one you wish to buy. arrow your choices down to a few

models, and then seek the best deal before finally buying your dream laptop.

&onsu'er (ehaviour:

)onsumer 9ehaviour is a branch which deals with the various stages a

consumer goes through before purchasing products or services for his end use.

An individual buys a product when there is a need for the product, social status

and for the gifting purpose. An individual does not buy a product when there is

 o reuirement, Income'9udget'inancial constraints, Taste. A consumers

 purchase products mostly in estive season, 9irthday, Anniversary, 4arriage or 

other special occasions.

There are infact several factors which influence buying decision of a consumer 

ranging from psychological, social, economic and so on.

In a layman’s language consumer behaviour deals with the buying behaviour of 

individuals.

The main catalyst which triggers the buying decision of an individual is need

for a particular product'service. )onsumers purchase products and services as

and when need arises.

According to 9elch and 9elch, whenever need arises6 a consumer searches for 

several information which would help him in his purchase.

ollowing are the sources of informationF

;ersonal 8ources

)ommercial 8ources

;ublic 8ources

;ersonal D#perience

1/

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;erception also plays an important role in influencing the buying decision of 

consumers.

9uying decisions of consumers also depend on the following factorsF

4essages, advertisements, promotional materials, a consumer goes through

also called selective e#posure.  ot all promotional materials and advertisements e#cite a consumer. A

consumer does not pay attention to everything he sees. =e is interested in

only what he wants to see. 8uch behaviour is called selective attention. A consumer would certainly buy something which appeals him the most. =e

would remember the most relevant and meaningful message also called as

selective retention. =e would obviously not remember something which has

nothing to do with his need.

%tages in &onsu'er Decision #a)ing Process

An individual who purchases products and services from the market for his'her 

own personal consumption is called as consumer.

To understand the complete process of consumer decision making, let us first go

through the following e#ampleF

Tim went to a nearby retail store to buy a laptop for himself. The store manager 

showed him all the latest models and after few rounds of negotiations, Tim

immediately selected one for himself.

In the above e#ample Tim is the consumer and the laptop is the product which

Tim wanted to purchase for his end*use.

?hy do you think Tim went to the nearby store to purchase a new laptop[

The answer is very simple. Tim needed a laptop. In other words it was actually

Tim’s need to buy a laptop which took him to the store.

The eed to buy a laptop can be due to any of the following reasonsF

13

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=is old laptop was giving him problems.

=e wanted a new laptop to check his personal mails at home.

=e wanted to gift a new laptop to his wife.

=e needed a new laptop to start his own business.

The store manager showed Tim all the samples available with him and

e#plained him the features and specifications of each model. This is called

information. Tim before buying the laptop checked few other options as well.

The information can come from various other sources such as newspaper,

websites, magazines, advertisements, billboards etc. This e#plains the consumer 

 buying decision process.

Several stages before purchasing a product or service:

 NEED

0

 IN1ORMATION GATHERING2SEARCH 

0

 EVALUATION O1 ALTERNATIVES 

0

 PURCHASE O1 PRODUCT2SERVICE 

0

 POST PURCHASE EVALUATION 

 Nee,:

0+

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 eed is the most important factor which leads to buying of products and

services. eed in fact is the catalyst which triggers the buying decision of 

individuals. An individual who buys cold drink or a bottle of mineral water 

identifies his'her need as thirst. =owever in such cases steps such as

information search and evaluation of alternatives are generally missing. These

two steps are important when an individual purchases e#pensive

 products'services such as laptop, cars, mobile phones and so on.

Information searchF

 ?hen an individual recognizes his need for a particular product'service he tries

to gather as much information as he can.

An individual can acuire information through any of the following sourcesF

;ersonal 8ources * =e might discuss his need with his friends, family

members, co workers and other acuaintances. )ommercial sources * Advertisements, sales people &in Tim’s case it was the

store manager(, ;ackaging of a particular product in many cases prompt

individuals to buy the same,

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After going through all the above stages, customer finally purchases the

 product.

;ost purchase evaluation

The purchase of the product is followed by post purchase evaluation. ;ost

 purchase evaluation refers to a customer’s analysis whether the product was

useful to him or not, whether the product fulfilled his need or not[

actors in"uencing consumer behaviour

*+ &ultural actors:

)ultural factor divided into three sub factors &i( )ulture &ii( 8ub )ulture&iii( 8ocial )lass )ultureF*

The set of basic values perceptions, wants, and behaviours learned by a member 

of society from family and other important institutions. )ulture is the most basic

cause of a person’s wants and behaviour. Dvery group or society has a culture,

and cultural influences on buying behaviour may vary greatly from country to

country.

Sub Culture :;

A group of people with shared value systems based on common life e#periences

and situations. Dach culture contains smaller sub cultures a group of people with

shared value system based on common life e#periences and situations. 8ub

culture includes nationalities, religions, racial group and geographic regions.

4any sub culture make up important market segments and marketers often

design products.

Social Class:;

Almost every society has some form of social structure, social classes are

society’s relatively permanent and ordered divisions whose members share

similar values, interests and behaviour.

#$ %ocial factors :

01

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A consumer’s behaviour also is influenced by social factors, such as the &i(

@roups &ii( amily &iii( !oles and status

@roupsF*

Two or more people who interact to accomplish individual or mutual goals.

A person’s behavious is influenced by many small groups. @roups that have a

direct influence and to which a person belongs are called membership groups.

8ome are primary groups includes family, friends, neighbours and coworkers.

8ome are secondary groups, which are more formal and have less regular 

interaction. These includes organizations like religious groups, professional

association and trade unions.

a'ily:-

amily members can strongly influence buyer behaviour. The family is the most

important consumer buying organization society and it has been researched

e#tensively. 4arketers are interested in the roles, and influence of the husband,

wife and children on the purchase of different products and services.

Roles and %tatus:-

A person belongs to many groups, family, clubs and organizations.

The person’s position in each group can be defined in terms of both role and

status.

or e#ample 4 R UHV plays the role of father, in his family he plays the role of 

husband, in his company, he plays the role of manager, etc. A !ole consists of the activities people are e#pected to perform according to the persons around

them.

.+ Personal actors

It includes &i( Age and life cycle stage &ii( Gccupation &iii( Dconomic situation

&iv( "ife 8tyle &v( ;ersonality and self concept.

Age and "ife cycle 8tageF*

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;eople changes the goods and services they buy over their lifetimes. Tastes in

food, clothes, furniture, and recreation are often age related. 9uying is also

shaped by the stage of the family life cycle.

Occ3"$%!o:4

A person’s occupation affects the goods and services bought. 9lue collar 

workers tend to buy more rugged work clothes, whereas white*collar workers

 buy more business suits. A )o. can even specialize in making products needed

 by a given occupational group. Thus, computer software companies will design

different products for brand managers, accountants, engineers, lawyers, and

doctors.

 Ecoom!c s!%3$%!o:4

A person’s economic situation will affect product choice

&i$e Style:;

"ife 8tyle is a person’s ;attern of living, understanding these forces involves

measuring consumer’s ma7or AIG dimensions. i.e. activities &?ork, hobbies,

shopping, support etc( interest &ood, fashion, family recreation( and opinions

&about themselves, 9usiness, ;roducts(

 Perso$#!% $, Se#/ coce"%:4

Dach person’s distinct personality influences his or her buying behaviour.

;ersonality refers to the uniue psychological characteristics that lead to

relatively consistent and lasting responses to one’s own environment.

/+ Psychological actors

It includes &i( 4otivation &ii( ;erception &iii( "earning &iv( 9eliefs and attitudes

Moti?ation:;

4otive &drive( a need that is sufficiently pressing to direct the person to seek 

satisfaction of the need.

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4erception:;

The process by which people select, Grganize, and interpret information to form

a meaningful picture of the world.

&earning:;

)hanges in an individual’s behaviour arising from e#perience.

 Be#!e/s $, $%%!%3,es:4

9elief is a descriptive thought that a person holds about something

Attitude, a ;erson’s consistently favorable or unfavorable evaluations, feelings,and tendencies towards an ob7ect or idea

&B'(CTI)(%

The research study tends to follow and achieve specific ob7ectives. The

ob7ectives of this particular study areF*

To know the personal views of people regarding choices among various

 branded ;) "aptop. To study which branded ;) "aptop is mostly preferred by people as per 

their choices. )omparison between various branded "aptop with Toshiba.

ind out factor influencing the people at the time of purchasing

Toshiba "aptop regarding uality, durability, variety, price. To know the target market’s profile of Toshiba "aptop, their buying purposes

and preference.

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Limitations of the %tudy

irst limitation of this pro7ect is the very short time limit.

A portion of the respondents are not cooperative.

The researcher is ine#perienced.

9iasness or pre7udice of some of the respondents regarding any sort of 

the information which is reuired for such study.

 ot much of importance was attached to this task by some of the

!espondents.

The sample size of the respondents is very small.

The method of sampling is 7udgement sampling.

or the sake of official secrecy, the concerned officials did not provide

enough information.

As because the uestionnaire was in Dnglish many people could not

understand the uestions and thus could not answer well.

0>

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*(%(+*C, -(T,&.&L&G/ 

 Me$!* o/ Rese$rc.:

!esearch in common parlance refers to a search for knowledge. Gne can also

define research as a scientific and systematic search for pertinent information on

a specific topic. In fact, research is an act of scientific investigation. The

advanced learner s

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specific purpose, we may think of research ob7ectives as falling into a number 

of following groupsF *

$. To gain familiarity with a phenomenon or archive new insights into it.

1. To portray accurately the characteristics of a particular individual, situation or 

a group.

 Me$!* O/ Rese$rc. Me%.o,o#o*:

!esearch methodology is a way to systematically solve the research problem. It

may be understood as science of studying how research is done scientifically. In

it we study various steps that are generally adopted by a researcher in studying

his research problem along with logic behind them. It is necessary for 

researcher to know not only the research methods' techniues but also the

methodology. !esearch methodology has many dimensions and research

methods do constitutes a part of the research methodology. Thus when we talk 

of research methodology we not only talk of research methods but also consider 

logic behind the methods we use in conte#t of our research study and e#plain

why we are using a particular method or techniue and why we are not using

others so that research result is capable of being evaluated either by the

researcher himself or by others.

 Rese$rc. Process:

9efore embarking on the details of research methodology and techniues, it

seems appropriate to present a brief overview of research process. !esearch

 process consists of a series of action or steps necessary to effectively carry out

0/

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research and the desires seuencing of these steps. The following order 

concerning various steps provides a useful procedural guideline regarding the

research processF

$. ormulating the research problem.

1. D#tensive literature survey.

0.

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. Buantitative research.

>. Bualitative research.

. )onceptual research.

/. Dmpirical research.

The above*mentioned are the various type of research, which a researcher can

apply in order to achieve one’s desired ob7ective. Therefore to achieve the

ob7ectives of my research I have used descriptive research.

This will be based on proper !esearch design to meet the ob7ectives of the

 pro7ect study.

Sampling method F )onvenient 8ampling

 Information Collection instrument F 8tructured uestionnaire for the

respondents.

 

Sample SizeF 1+ individuals.

  Sample Area: Asansol R

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"1"L2%I%"1D

I1DI13%

5$

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01 Personal .etails

Age$/*1 M N 1*0 M N 0>*+ M N + and above M N

445

6*5

*75 .5

+ge Group.uring #234325 to 6237325

*8-69 64-.9 .4-97 97 above

2nterpretation:

rom the chart we can interpret that ma7ority respondents are of age group $/*

1 in the research, 1$C are of age group 1>*0, $+C are of age group of 0>*+,

0C are of age group of + above.

51

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 3ender

4ale M N emale M N

4ale >

emale $0

8/5

*45

Gender.uring #234325 to 6237325

#ale

e'ale

2nterpretation:

In this research ma7ority of respondents are male. There are > malerespondents and $0 female.

50

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@amily 2ncome

/ O * $1 O M N $1O * 1+ O M N1+O * 5+O M N 5+O and above M N

 $+*$1k 1

$1*1+k 1>

1+*5+k 11

5+k R above

./5

..5

685

45

amily Income.uring #234325 to 6237325

*7)-*6)

*6)-67)

67)-/7)

/7)-above

2nterpretation:

rom the chart it can interpret that 05C respondents family income are below

!s$1k, 01C respondents family income are below !s1+k, 1/C respondents

family income are below !s5+k, >C respondents family income are above

!s5+k.

55

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* Do you on a computer7notebook7&aptopB

Pes M N o M N

Pes   0

 o   $

;*5

;5

 2es

1o

2nterpretation:

rom the ;ie chart it is interpret that 3C of respondent don’t have laptop'computer.

- a?e you heard o$ 'ltra mobile portable de?iceB

5

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Pes M N o M N

Pes $/

 o

695

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(hat kind o$ computer you are using noB

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Pes M N o M N

Pes $>

 o >5

675

875

 2es

1o

2nterpretation:

4ost of the people are not aware of Toshiba "aptop.

= Do you heard about Toshiba Touch Ser?icesB

5/

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Pes M N

 o M N

Pes $5 o >>

*85

865

 2es

1o

2nterpretation:

4a7ority of the people do not hear of Toshiba Touch 8ervices.

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Do you kno Toshiba customer care ser?ices are a?ailable in ,, 2ndian

languages *FB

 Pes M N o M N

Ges ,+

No +

*.5

885

 2es

1o

2nterpretation:

4ost of the people don’t know that Toshiba customer care services are available

in $$ Indian "anguages.

o did you kno about the Toshiba laptop you are using right noB

+

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 ewspaper M N 4agazine M NTelevision M N riends and amily M NGthers M N

 ewspaper 0+

4agazine $+

Television

riends R amily 1>

Gthers 1

/*5

*/5

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8 Are you satis$ied ith the Toshiba you are using right noB

Pes M N o M N

Pes 3 o $5

8*5

*;5

 2es

1o

2nterpretation:

It is clear that most of people are satisfied with their Toshiba laptop.

1

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,+ 2$ satis$ied hat $eatures you like about Toshiba laptopB

8ervice M N

9attery 9ackup M N)onfiguration M N9rand M N

8ervice 1

9attery 9ackup $+

)onfiguration $3

9rand >

//5

*45

.*5

*75

%ervice

(attery (ac)up

&on=guration(rand

2nterpretation:

rom the above pie chart it is interpreted that most of the people are satisfied because of service offered by the company.

0

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,, (hat according to you is important attribute $or a Toshiba laptopB

Price

Agree M N 8trongly agree M N

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 Ser?ice

Agree M N8trongly agree M N

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 %mall %i8e 9 Light !eight

Agree M N8trongly agree M N

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I1DI13%

I.IG%

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&1&L!%I1

3

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C&L;%I&

 After the signing of GATT, India has witnessed a tremendous growth of

MNCs and rise of its own industries and corporate houses in a big way.

 These organizations require IT set ups for many purposes. As a result IT

itself has become a very big industry today. To fulfill the needs of the

industries and business organization many IT companies are competing with

each other. IBM, Compaq, HCL, Toshiba, DELL, Sony, Zenith etc are few of

them. They provide a number of products ranging from desktops, Laptops to

palm tops.

But many remote areas of Asansol and Durgapur the problem is in pitching

 Toshiba products. The reasons vary from strong rival brand loyalty to lack of

consumer awareness.

 There is no doubt that Toshiba products are of high quality however they

have failed to get the appropriate share of the market. This is because of

 Toshiba’s late entry in India. ON the other hand DELL and IBM are fulfilling

their consumers need for a long time. And hence enjoy brand loyalty.

 Toshiba should not look towards these rival brand loyal corporates as their

potential customer but they should try to pitch their product to medium or

small size, industries and business organization where there is less brand

loyalty.

 Toshiba should also being latest configuration at reasonable prices before its

rival brands. This will certainly attract huge no. of customers, as many go to

HP and DELL because configuration.

>+

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 Toshiba can achieve good result in sales by providing good after sale

services, good configuration and most importantly by providing good

financial schemes which can be flexible to suit high as well as middle level

management.

R$&##$1D"TI1

>$

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*(C&--(.+TI&

TG8=I9A should take proper attention towards marketing of ultra

 portable laptops. 4any people are unaware of TG8=I9A laptops. 

)ompany e#ecutive should pay proper attention towards checking of 

various components of "aptop before end user delivery. Gtherwise ittends towards defame of brand name in comparison to rivals.

 eed to e#pand customer care center as the consumer base of Toshiba is

increasing with tremendously fast pace.

;roper attention should be paid for advertisement planning otherwise it

may lead to problem for dealer and customer as well as for company.

)ompany should tie up with some event management company to

organize various promotional activities like canopy, )arnival.

)ompany should make proper promotional activities to aware customer 

about Toshiba "aptops.

1

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BIBLI&G*+P,/ 

(oo)s :

4rinciples o$ Marketing, ;hilip Ootler R @ary Armstrong, $$th edition,

;rentice =all of India ;rivate "imites, ew

Marketing ManagementH A south Asian 4erspecti?e, ;hilip Ootler, Oevin

"ane Oeller, Abraham Ooshy, 4ithileshwar Jha, $0th Ddition, ;earson ;rentice

=all, 1++3

Marketing ManagementH 4lanningH 2mplementation and controlH @lobal

;erspective Indian )onte#t, 8 !amaswamy R 8 amakumari, 0rd Ddition,

4acmillan India "imited, ew

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>eb:

• www.toshiba.com

• www.hclinfosystem.com

• www.agrani.esselgroup.com

• www.datauest.com

• www.icd.com

• www.dell.com

• www.hp.co.in

• www.toshiba*india.com

• en.wikipedia.org

>5

http://www.dell.com/http://www.hp.co.in/http://www.toshiba-india.com/http://www.dell.com/http://www.hp.co.in/http://www.toshiba-india.com/

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"11$?!R$