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Laptop Brand Preference among MBA Students

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Sabyasachi Bhanja

on 25 February 2014

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Transcript of Laptop Brand Preference among MBA Students

Problem Statement
To understand the brand preferences
of Laptops among MBA students in India
Sample Data
We collected our sample data using online questionnaires from 4 colleges with a sample size of at least 40 entries from each college

The following are the colleges:
IMT Hyderabad
NMIMS Hyderabad
JRE Institute Noida
ISB&M Nande

We got a sample error in case of 14 respondants
Research Objectives
To understand whether:
The price affects the choice of laptop
The configuration specifications affect the choice of laptop
The physical features affects the choice of laptop
The after sales service affects the buying behavior
To analyze the satisfaction level of customers on existing laptops
Questionnaire
Based on an initial focus group discussion, a questionnaire was prepared
Questionnaire was filled using the non probability sampling method
Questionnaire sample figures are as follows:
IMT Hyderabad - 102
NMIMS Hyderabad - 43
JRE Noida - 41
ISB&M Nande - 40
Quantitative Methods
We have formed our hypothesis on the basis of our objectives
We have converted the nominal data into numerical data for further analysis
Frequency analysis was done on the sample data collected on the basis of Likert scale which would explain the validity of the hypothesis
The frequency analysis was done using bar graphs and pie charts

Factor Analysis
Factor analysis was done on various variables affecting the hypothesis
The factors are evaluated on the basis of Kaiser's measure
We have also used Orthogonal Verimax method for the rotation
Data Analysis
Introduction
Research
Methodology

Results
Laptop Brand Preference among MBA Students
Amit Gunjan
Maharshi Mahajan
Navin Kumar
Sabyasachi Bhanja
Pavan Kumar Gulime

Hypothesis
Price affects the buying behavior of laptops
Physical features affects the buying behavior of laptops
Configuration specifications affect the buying behavior of laptops
After sales service affects the buying behavior of laptops
Factor Analysis
Physical Features: Color of laptop, Style of laptop
Price: Price of laptop
Laptop Configuration: Processor Speed
Branding: Brand Ambassador of Laptop
Service: After sales service
Laptop Configuration: Battery backup
Analysis
Price: Based on our data analysis, our hypothesis is accepted
Physical Features: Based on the factor analysis, we found out that color and style are the two prominent factors and the data proves that the given hypothesis is rejected
Configuration Specifications: Processor speed and battery backup are the two prominent factors and the data proves that the given hypothesis is rejected
After sales service: From the frequency analysis, the hypothesis of after sales service is accepted
Based on frequency analysis we can say that people are highly satisfied with their existing brand
Conclusion
After analyzing our data, we found out that there is no brand preference of laptops among MBA students in India
There are a few factors affecting the buying behavior (price, after sales service) and a few factors that don't (physical features, configuration specifications)
Nevertheless, the overall analysis suggests that there is no brand preference of laptops among MBA students
Full transcript