A

RESEARCH PROJECT REPORT

ON

ANALYSIS

ON BUSINESS BUYING
BEHAVIOR OF LAPTOP:
A STUDY OF EDUCATIONAL INSTITUTES

TO BE SUBMITTED TO UTTAR PRADESH TECHNICAL,

UNIVERSITY, LUKCNOW. IN THE PARTIAL FULFILLMENT OF
THE REQUIREMENT FOR THE DEGREE
OF

MASTER OF BUSINESS ADMINISTRATION

Batch 2013-15
UNDER THE GUIDANCE OF:

Mr. PRAVEEN KUMAR

[H.O.D., Mgt. Deptt. GBIT]
1337770062

SUBMITTED BY:

PANKAJ KUMAR
Roll No.
MBA IV Sem

GYAN BHARTI INSTITUTE OF

TECHNOLOGY,
MEERUT

ACKNOWLEDGEMENT
It is a matter of great pleasure and honor to work as a summer trainee in an esteemed organisation
like HCL Infosystem LTD.
The making of any report calls for the contribution and co-ordination from many others besides an
individual alone. It is a result of meticulous efforts put in by many minds that contribute to the final
report formation and this one is no exception. Several people therein have made this report possible
through their valuable inputs.
I am highly grateful to Mr. Vivek Ranjan (Account Manager), for giving me such a valuable
opportunity to do this project at HCL Infosystem LTD. The day I joined the organization, the
confidence he showed in me and the encouragement he gave, made ahead and take up a challenging
project.
It gives me pleasure to express my gratitude to my project guide Mr. Himanshu Tyagi (Business
Manager) for his guidance and support right from the beginning of project till the preparation of the
final report. He has had been a constant source of encouragement and re-assurance throughout my
stint with my project. He has been very approachable and amicable.
I would like to thank all the departments for their full co-operation and would like to extend my
heartfelt thanks to the rest of the staff at HCL Infosystem LTD who have helped me in every possible
way.
It is seldom possible to master without books. The major source of books for me was the library of
TITM, Meerut. I would like to mention that every one there helped me during the project and
preparation of report.
I would take the opportunity to thank Mr. Praveen Kumar (H.O.D., MBA Deptt) GBIT, Meerut
who helped me getting into such a prestigious organization like HCL Infosystem LTD to pursue
summer training.
Last but not least; thank all my friends and colleagues for all the support that they provided. Their
presence made all the work and hectic schedule easy and fun. I thank them for this great attitude they
showed towards me. I must have missed mentioning some people who helped me directly or
indirectly but I thank all of them.

DECLARATION
_________________________________________________________________________________

I PANKAJ KUMAR Student of MBA IV Sem hereby declare that the following project report
titled Analysis of Business Buying Behaviour of Laptop-A study of Educational Institutes is
an authentic work done by me. This is to declare that all my work indulged in the completion of this
project.

DATE

Submitted By:
PANKAJ KUMAR

_________________________________________________________________________________

PREFACE
_________________________________________________________________________________

In GBIT, MBA program has been designed keeping in mind the requirement of the companies in the
world at large. We, as student of GBIT are required to undergo a summer internship in any industry
related to their field of interest after the completion of 2 nd sem, where the student have to prepare a
project report choosing a particular area of specialization. As the education of future manager would
be incomplete without any exposure to working in an organisation, summer training assignment is an
essential requirement for IInd year of MBA course, and the objective of training module is to help
students understand the business environment well and equip us with the work culture of the industry
in the present era.
I have done my summer training on Analysis of Business Buying Behaviour: a Study of
Educational Institutes at HCL Infosystem LTD. This period was marked by good experience of
exposure and joy. The first benefit is that I have got exposure and it has provided me with an
opportunity to know the environment, the practices, the practices, the system and problems involved
with retaining & increasing the market share of the organisation. During this time I was able to
enhance my knowledge in the field of marketing.
The research was carried out in order to find out the Institutional Consumer Behavior towards
laptops in the working environment. This would help me immensely in my future learning of
marketing.
________________________________________________________________________________

TABLE OF CONTENTS

PART ONE:

ACKNOWLEDGEMENT

2-3

PART TWO:

DECLARATION

PART THREE:

PREFACE

PART THREE:

EXECUTIVE SUMMARY

PART FOUR:

A BRIEF INTRODUCTION OF MY WORK IN HCL INFOSYSTEM 7-9

PART FIVE:

COMPANY PROFILE

PART SIX:

COMPANIES POSITION IN THE MARKET

11-44
45-59

PART SEVEN:

LITERATURE REVIEW

60-67

PART EIGTH:

RESEARCH METHODOLOGY

68-73

PART NINE:

ANALYSIS OF DATA

74-90

PART TEN:

CONCLUSION

91-93

PART ELEVEN:

RECOMMENDATION

94

BIBLIOGRAPHY
ANNEXURES

EXECUTIVE SUMMARY

HCL Infosystems is Indias premier information enabling and integration company. It has been able
to provide services of International standards to customers across India.HCL Infosystems focuses on
the ever-growing segment in Imaging, Telecom and services. Now it has an exclusive sale and
support partnership with Toshiba Corporation, Japan for sales and servicing of its imaging and
photocopier products.
The project seeks to understand the consumer purchasing pattern of laptops among Educational
Institutes. It also determines the consumer buying behaviour. The various factors which affect the
business buying behaviour are explained in the paper. However a specific focus of this research is to
determine the perception of customer satisfaction in regards to the laptops. We have used the tools
such as questionnaire and Microsoft excel.
In the findings we have come upon the most important attributes such as brand image, configuration,
external features, offer and special promotional offers and warranty. The other factors which
influence consumers other than this is financing and insurance. We have also come across a mixed
approach of advertisement and word of mouth and the use of laptop for study as well as for
entertainment purpose. Dissatisfaction among consumer is due to improper service which they are
getting and which is supposed to be provided.
Finally this report concludes by making a summary of the findings and various recommendations
have been provided to the company.

A brief introduction of my work in HCL InfosystemsHCL Infosystems is a premier organisation and one of the leading companies in the segment of IT. It
is one of the renowned names in the software and hardware sector of computer industry.
I worked in HCL Infosystems, Noida as a trainee where I got an opportunity to convert my
theoretical knowledge into practical one. The office in which I got training is Enterprise Sales
Organisation department of HCL Infosystems located in G-8,9,10 sector-3,Noida.I was given a
joining date of 20th June of to report Mr.Vivek Ranjan, Accounts Manager as per reference to the
letter by HRD/HCL-Infosystems. I reported to Mr.Vivek Ranjan who introduces me to my project
guide, Mr. Himanshu Tyagi (Business Manager in ESO).
I was assigned a work of cold calling from my project guide in which I have to visit different
educational institutes of NCR regions who provide laptops to their students and have to collect
information regarding the procurement of laptops. The information collected is to be reported to my
project guide.
The first institute I have visited is my own college i.e. Institute of Technology & Science, Ghaziabad.
There I met the concerned person who looks after the procurement of laptops i.e. Head of
Department of IT (Mr.V.B.Dhawan).In my own college, I dont face any kind of problem as I was
aware of the concerned person. I got certain information as to who is the decision maker of the
laptops, number of laptops required by them, which type of brand they are using previously, their
contact number, e-mail address etc. After collecting all such information I requested him to set up the
date of demo so that the companys concerned person can show them the particular details of HCL
brands and can talk to them in respect of this topic. Therefore I get a particular date from my
institute. On the very next day, I reached office and gave information to my project guide.
The next institutes I have visited are of Meerut road, Ghaziabad. It is 50 k.m. approx from Noida.
The various institutes I have visited are IMR, IAMR, BBDIT, HRIT, IPM etc. In these institutes I
faced difficulty as I was not aware of the locations of the particular institute. But that was a good
experience for me as it was a field work and I have to be aware of these difficulties. I went to 1st
institute i.e. IAMR. I talked to the gate keeper so that; I was able to visit inside the institute. After
talking to them, I went to reception and asked the person sitting over there to meet the concerned

person who is responsible for laptop dealings. He then show me the way to his office. I waited
sometime outside the office and then meet him. He welcomes me with his sincere attitude and
showed his interest in our proposal. He told me to mail all the information regarding HCL laptop
such as price details, quality & service. I took all the information as suggested by my mentor. Then I
visit next college i.e. IMR. I incorporate the same procedure in that college. the other one is BBDIT,
In this institute I face problem as the person whom I met was not showing any interest in my
proposal and it seems to be he want to get rid of my proposal but this is to be happen, as in the field
work we have to come across different type of individuals and their attitudes. But as such I took out
some information and I learned a lot in this institute as to how to tackle such an individual who is not
interested in your product. After this I visited other institutes nearby to it.
It was first experience of mine as how to negotiate with the concerned person with whom we have
never met; to approach them and to make listen to them of our proposal inspite of their uninterest.
The next instruction by my mentor is to visit institutes of Greater Noida. It is 60 km approx. from
Noida. I visited knowledge park III which is situated near pari chowk which is a famous place of
greater Noida. I face a lot of difficulties in those institutes as it was not so much easy to meet the
concerned person .In first institute I visited didnt respond to me as it was expected. He just gave me
the contact no. of the college, after that they will allow me to talk to the concerned person through
phone. In some other institutes I get a warm welcome and the response of my proposal.
By getting the experience of the institutes of greater Noida, I prepare a report of different information
which I gather in a file and handover it to my mentor.
We have gathered following information such as:I.
II.

Name of the institute.

Hierarchy of purchasing
A) Decision maker
B) Person to contact
Contact no.
E-mail ID

III.Number of laptop required

IV.Previously used laptop brand

10

V. Configuration used
VI. Address of the institute
VII. Some other additional information
Canopy experience in HCL Infosystems Ltd.The enterprise sales organization of HCL Infosystems organizes a canopy in Department of Posts
which is a government organization. As it is not possible for everyone to get into such organization,
therefore the concerned person who organized the plan of canopy seek permission from
Administrative Head of the Department of Post. After getting permission from respective head, I was
asked by my mentor to accompany the team of HCL Infosystems who will be organizing the canopy.
The organized canopy was of three days i.e. 25 th, 26th and 29th June. On 25th June, when we reached
Dept. of Post, we were required to make a pass entry. So; a pass was made which make us able to
visit the government organization. The letter which we got from Administrative head was shown so
that we were allowed to organize the canopy in the post of Dept.
This canopy was basically organized by keeping in view the promotional campaign of HCL laptops.
The laptop promoted in the canopy is selective as they were given a special price on those products
by Head Office of company which is much less than the actual market price. The models of laptop
promoted were of series 38.39.40.Mileap 04, CN and BR.
The objective of organization to set up canopy is to identify different types of consumer and their
behaviour. We have also prepared a database of the customer who visited the canopy. We have also
identified different types of customer such as:I.
II.

Some customers showed keen interest in the product as they really want to buy that.
Some customers are attracted to the canopy because laptop for them appeals to be attractive.
We have also divided customers on two bases i.e. educated and uneducated customer.
Educated customers are those customers who are from technical background. They have
some sort of knowledge about the technicalities of the laptops. Uneducated customers are
those customers who do not have much knowledge about the technical aspects of the product.
On the very first day, I was not as confident as I dont know much about the technicalities of
the product. The organized head deals with the customer and from this we came to know as to

11

how to handle the customer queries. The most customers we have faced were not so much
interested as their behaviour determines so. The frequently asked questions by the customer
are:A) Weight of the laptop.
B) Configuration.
c) Features.
D) Battery Back-up.
E) Price.
The most important feature of HCL laptops are that their products are customized. We have
also come across the competitors of HCL as they are much more interested in gathering
information about the price of laptop.
The experience of canopy was for a great help to me as I came across different types of
consumer and their behaviour.

COMPANY PROFILE

12

1. ABOUT COMPANY
2. TIME LINE
3. COMPONENTS OF HCL LTD
4. HCL INFOSYSTEM
5. ENTERPRISE SALES ORGANISATION
6. FRONTLINE
7. OFFICE AUTOMATION
8. BUSINESS HIGHLIGHTS
9. THE BASE OF THE COMPANY
10. BOARD OF DIRECTORS
11. TECHNOLOGY LEADERSHIP
12. EDUCATION & TRANING
13. AWARDS & RECOGNITIONS
14. PATNERSHIPS
15. STRATEGIC ALLIANCES & PARTNERSHIPS OF HCL INFOSYSTEM
16. QUALITY POLICY OF THE COMPANY
17. THE HCL ADVANTAGE
18. PRODUCT SERVICE
19. PRODUCTS MANUAL
20. ORGANIZATIONAL HIERARCHY

13

ABOUT COMPANY
______________________________________________________________________________

Hindustan Computers Limited (HCL) was established in 1976.HCL is a leading global

technology and IT firm. It comprises two companies listed in India, namely HCL Technologies
and HCL Infosystems.Its range of offerings span product engineering, technology and application
services, BPO, infrastructure services, IT hardware, systems integration, and the distribution of
technology and telecom products. It is a leading Global Technology and IT Enterprise with
annual revenues of US $2.5 billion (INR 11,000 crores) with IT products and Services
contributing to revenues of over $1.1 billion.
The HCL team comprises over 30,000 professionals of diverse nationalities, operation out of 15
countries. HCL has global partnerships with several leading Fortune 1000 firms, including
leading IT and Technology firms.
Today, HCL sells more PCs in India than any other brand, runs Northern Irelands largest BPO
operation, and manages the network for Asias largest stock exchange network apart from
designing zero visibility landing systems to land the worlds most popular airline.

14

TIMELINE
_________________________________________________________________________________

YEAR

HIGHLIGHTS
-Foundation of the company lay.

1976

-Introduces microcomputer-based programmable calculators with wide

acceptance in the scientific/education community.
-Launch of the first microcomputer-based commercial computer with a ROM-

1977

based basic interpreter.

-Unavailability of programming skills with customers results in HCL developing

1978

bespoke applications for their customers.

-Initiation of application development in diverse segments such as Textiles,

1980

sugar, paper, cement, transport.

-Formation of far East Computers Ltd., a pioneer in the Singapore IT market, for

1981

SI (System Integration) solutions.

-Software Export Division formed at Chennai to support the bespoke application
development needs of Singapore.
-HCL launches an aggressive advertisement campaign with the theme even a
typist can operate to makes the usage of computers popular in the SME (Small
and Medium Enterprise) segment. This proposition involved menu-based

1983

applications for the first time, to increase ease of operations. The response to the
advertisement was phenomenal.
-HCL develops special program generators to speed up the development of
applications.

15

-Bank trade unions allow computerization in Banks. However; a computer can

only run one application such as Savings Bank, Current account, Loans etc.
-HCL sets up core team to develop the required software-ALPM (Advanced
Ledger Posting Machines).The team uses reusable code to reduce development
efforts and produce more reliable code.ALPM becomes the largest selling
1985

software product in Indian Banks.

-HCL designs and launches Unix-based computers and IBM PC clones.
-HCL promotes 3rd party PC applications nationally.
-Zonal offices of banks and general insurance companies adopt computerization.
-Purchase specifications demand the availability of RDBMS products on the

1986

supplied solution (Unify, Oracle).HCL arranges for such products to be ported to

its platform.

1988

-HCL assists customers to migrate from flat-file based systems to RDBMS.

-HCL introduces fine grained multi-processor Unix-3 years ahead of Sun and

1994

HP.
-HCL acquires and executes the first offshore project from IBM Thailand
-HCL sets up core group to define software development methodologies.
-Starts execution of Information System planning projects.

1995

-Execution projects for Germany and Australia.

-Begins Help desk services.
-Sets up the STP (Software Technology Park) at Chennai to execute software

1996

projects for international customers.

-Becomes national integration partner for SAP.
-HCL Infosystem is formed.

1997

-Kolkata and Noida STPs set up.

1998

-HCL buys back HP stake in HCL Hewlett Packard.

-Chennai and Coimbatore development facilities get ISO 9001 certification.

16

-Acquires and sets up fully owned subsidiaries in USA and UK.

1999

-Sets up fully owned subsidiary in Australia.

-HCL ties up with Broadvision as an integration partner.
-Initial Public Offerings made by HCL Technologies Ltd.
-Sets up fully owned subsidiary in Australia.
-Chennai and Coimbatore development facilities get SEI level 4 certification.
-Bags award for top PC Vendor in India.

2000

-Becomes the 1st IT company to be recommended for latest version of ISO

9001:2000
-Bags MAITs Award for Business Excellence.

2001

Rated as No.1 IT Group in India.

-Launched Pentium IV PCs at below Rs.40, 000.
-IDC rated HCL Infosystem as No.1 Desktop PC Company of 2001.
-HCL Infosystem becomes largest hardware company.
-Declared as Top PC Vendor by Dataquest.
-HCL Infosystem and Sun Microsystems enter into an Enterprise Distribution

2002

Agreement.
-Realigns businesses, increasing focus on domestic IT, communications and
Imaging products, solutions and related services.
-Software businesses of HCL Infosystem and HCL Technologies merged.
-Became the first vendor to register sales of 50,000 PCs in a quarter.
-First Indian company to be numero uno in the commercial PC market.
-Enters into partnership with AMD.

2003

-Launched Home PC for Rs.19, 999.

-HCL Infosystem Info Structure Services division received ISO 9001:2000
certification.

17

-Launches Infiniti Mobile desktops on Intel Platform.

-Launched Infiniti PCs, Workstations and servers on AMD platform.
-Largest BPO order ever outsourced to an Indian BPO firm, won from British
Telecom.
-1st to announce PC price cut in India, post duty reduction, offers Ezeebee at
Rs.17990.
-IDC India DQ Customer Satisfaction Audit rates HCL as no.1 Brand in
Desktop PCs.
-Maintains No.1 position in the desktop PC segment for year 2003.
-Enters into partnership with Port Wise to support and distribute security and
2004

VPN solutions in India.

-Partners with Microsoft and Intel to launch Beanstalk Neo PC.
-Becomes the 1st company to cross 1 lac unit milestone in the Indian Desktop PC
market.
-Partners with Union bank to make PCs more affordable, introduces lowest ever
EMI for PC in India.
-Launched RP2 systems to overcome power problem for PC users.
-Registers a market share of 13.7% to become No.1 Desktop PC company for
year 2004.
-Crosses the landmark of $1 billion in revenue in just nine months.

18

-Launch of HCL PC for India. a fully functional PC priced at Rs.9,990/-Rated as the No.1 Desktop PC company by IDC India Dataquest.
-Best Employer 2005with five star ratings by IDC India-Dataquest.
-The most customer Responsive company 2005.
-IT Hardware Category by the Economic Times-Avaya Global Connect.
-Top 50 fastest growing Technology Companies in India & Top 500 fastest
growing Technology Companies in Asia Pacific by Deloitte & Touche.
-7th IETE-Corporate Award 2005for performance excellence in the field of
2005

computers & Telecommunication Systems by IETE.

-Best Bhoomi Brand 2005 by 360 magazinea) In the PC category.
b) In the LCD Monitor category.
-Indias No.1 vendor for sales of A3 size Toshiba Multi functional Devices for
the year04-05 by IDC.
-Toshiba super Award 2005 towards business excellence in distribution of
Toshiba Multifunctional products.
-Strategic partners in Excellence Award by Infocus Corporation for projectors.
-Most valued Business Partner Award for projectors by Infocus Corporation in
2005.
-75,000+ machines produced in a single month.
HCL Infosystem in partnership with Toshiba expands its retail presence in India
by unveiling Shop Toshiba
-HCL Infosystem and Nokia announce a long term distribution strategy.
-HCL, the leader in Desktop PCs unveils Indias first segment specific range of

19

notebooks brand-HCL Leaptops.

-IDBI selects HCL as SI partner for 100 branches ICT Infrastructure rollout.
-HCL Infosystem showcases Computer solutions for the Rural market in India.
2006

-HCL Support wins the DQ channels-2006 GOLD award for best After Sales
Service on a nationwide customer satisfaction survey conducted by IDC.
-HCL Infosystem first in India to launch the new generation of High
performance Servers platform Powered by Intel Dual-Core Xeon 5000
Processor.
-HCL forms a strategic partnership with APPLE to provide sales and service
support for iPods in India.
-Enters into partnership with Casio.
-HCL establishes its manufacturing facility at Uttaranchal.
-HCL completes 30 years in India.
-HCL Infosystem sustains its commercial Desktop PC leadership for the 5th
consecutive year.

20

-HCL introduces eco-efficient Notebook PCs complying with RoHS directive.

-HCL unveils initiative to create industry ready ICT professionals-launches HCL
career development centers.
-HCL launches datacenter in a box-a simplified IT infrastructure solution in a
box targeted at small and medium enterprises.
-HCL breaks the one terabyte storage barrier in computers-launches Indias first
one terabyte personal computer.
-Kodak and HCL ink agreement to distribute digital cameras in India.
-HCL launches Indias first multilingual POS printer HCL star-TSP 700,
2007

designed exclusively for the needs of rural retailers.

-HCL unveils enterprise class 16 crores server-Indias first server with 16
computing crores in a 7-inch (4u) form factor.
-Launches a new range of eco-efficient desktop PCs, complying with RoHS
directive.
-HCL launches NETMAX; suite of networking products and solutions expands
its portfolio for emerging enterprises.
-HCL announces 360-degrees Technology Refresh Programme-new initiative
aimed at capturing latest trends in technology and delivering them to Indian
Enterprises.
-HCL announces launch of its workstation 2008 series for MCAD and DCC
professionals.
-HCL unveils the future of personal computing .Launches next generation, ultra

2008

portable, Sub Rs.14, 000/-laptops MiLeap Series for the first time in India.
-HCL strengthens its BFSI System Integration Portfolio-Acquires a niche

21

Banking Software Product Company.

-HCL Infosystem announced a joint venture with Nokia to sell mobile

entertainment and value added services directly to consumers in India.
2009

-Ranked No.1 by DQ-IDC Customer Satisfaction Audit 2008-09.

-HCL Touch, a network of 505 company owned customer touch points and
enhanced service capacity that reaches out to over 4000 towns across the
country.

_________________________________________________________________________________

22

COMPONENTS HINDUSTAN COMPUTERS Ltd.

23

HCL INFOSYSTEM
______________________________________________________________________________
HCL Infosystem Ltd.is one of the pioneers in the Indian IT market, with its origin in 1976.HCL
Infosystem Ltd.with revenue (TTM) of US $2.9 Bn (Rs.12162 crores) is Indias premier
information enabling and ICT System Integration company offering a wide spectrum of ICT
products that includes Computing, Storage, Networking, Security, Telecom, Imaging and
Retail.HCL is a one-stop-shop for all the ICT requirements of an organization.
Indias leading System Integration and Infrastructure Management Services organization, HCL
has specialized expertise across verticals including Telecom, BFSI, E-Governance and
Power.HCL has Indias largest distribution and retail network, taking to market a range of Digital
lifestyle products in partnership with leading global ICT brands, including
Nokia,Apple,Casio,Kodak,Toshiba,Bull,Ericsson,Cisco,Microsoft,Konica Minolta and many
more.
HCL today has Indias largest vertically integrated computer manufacturing facility with over
three decades of electronic manufacturing experience. HCL desktops are the largest selling brand
into the enterprise space. With Indias largest ICT services network that reaches to every corner
of India, HCLs award winning Support services makes it the preferred choice of enterprise and
consumers alike.
HCL Infosystem operates in four broad segments- IT Hardware, Technology Services, Systems
Integration and Distribution of Technology and Telecom Products. The company has
conceptualized the Net. Strategy to address the E-commerce market.HCL Infosystem has added
both Internet-focused solution and skill sets. For this, it has acquired critical expertise in E-

24

commerce development tools. It has also developed the ability to integrate E-commerce
infrastructure with enterprise application such as SAP, CRM and SCM.Infrastructure essentials
such as complex networking, network management, security and post implementation facilities
management also form part of this strategy.
______________________________________________________________________________

25

ENTERPRISE SALES ORGANISATION (ESO)

_________________________________________________________________________________
The Enterprise Sales Organization (ESO) of HCL Infosystems is by far the most admired direct
sales force in the Indian IT industry. The ESO addresses the vertical markets of finance, banking,
telecom, ISPs and manufacturing.
It also targets the government, education, power and utilities segments, with a nationwide footprint
through a presence in nine major cities; the ESO gives a face to the company. It has been a prime
deliverer of enterprise solution in India and has build long standing relationships with customers
across industries, over the last two decades.
The ESO as a flag bearer of the company has had a tradition of creating and opening up unknown
and nascent markets in the country. Be it the markets for office computing way back in 1981, UNIX
based computers in 1988, or CAD CAM computing in 1989, the ESO has carried on the tradition of
breaking barriers.
This year saw a series of successful initiatives including www.ow which covered a broad range of
ISP solutions and Linux expertise(telephonic and email support for Linux, the famous open source
operating systems).The ESO has also been instrumental in making Hewlett Packard, a brand of
choice in the Indian RISC/UNIX marketplace. Within HCL Infosystems Internet thrust, it will offer
a range of related services to its customers.

26

FRONTLINE
_________________________________________________________________________________
The pioneer in value- added offerings to personal computer (PC) users, Frontline Division is the
distribution arm of HCL Infosystems. The division focuses on providing solutions and value-added
services to small, and medium corporate, the office/home office and the home buyer chain of over
100 HCL stores, and 205 partners across 100 cities, termed the support Net.
The division has also made a significant foray into the packaged software market by setting up the
Info soft Group. Frontline also offers innovative support services such as Tele Support for HCL
hardware products from Microsoft, Novell and Linux; and hardware maintenance services
technology upgrades, helpdesk and messaging solutions.
The division has translated companys e-Commerce focus by setting up shop on the web at
www.hclshop.com .This is fast on the way to becoming a virtual one-stop supermarket. Through its
Cybercaf and the Info Kiosk solution, the Division has succeeded in spawning a new generation on
the net.

27

OFFICE AUTOMATION (OA)

_________________________________________________________________________________
HCL Infosystems Office Automation Division (OA Division) is poised to leverage the convergence
between IT, communication and office automation through its products and service offerings. The
OA Division has an exclusive sales and support partnership with Toshiba Corporation, Japan for its
photocopier products. Its products portfolio covers a range of other office and communication
products through alliances with the world from Nokia, Du prints from Duplo, and telecommunication
solution from Samsung and Ericsson. Its network has 65 independent dealers, who stock and sell
consumables for peripherals and devices. It also offers direct field support spanning 85 locations,
through 15 regional offices and 20 area offices assisting 74 service locations.
The service is also extended a large base of installed products through its test and Repair
Centres(TRCs).These TRCs are manned by 450 customer engineers and 68 managers located across
India, with a head office at Noida and a Spares TRC at Chennai.
The centers also provide upgrades to existing customers, keeping them abreast of cutting edge
technology at all time. Finally, the division also offers Bring-In-Maintenance services for a range of
products such as Nokia mobile phones and accessories, and HP peripherals.

NOTE:-Earlier HCL Infosystem has three divisions i.e. Frontline, Office Automation and Enterprise
Sales Organisation. Now, Enterprise Sales Organization merges with Frontline.

28

BUSINESS HIGHLIGHTS
______________________________________________________________________________

a) Became the first Indian company to break the One Terabyte storage barrier in PCs with the
launch of HCL 1TB PC.
b) Launched first Quad-Socket High-End Enterprise server,HCL 1GL 4700 FC based on Intels
latest 7300 series of Quad core Xeon MP Processors.
c) ICT Education & Training: Announced strategic tie-ups with leading international IT training
giants as their authorized training partner to deliver the training for their certification programs
d) Ranked among the top two IT Companies in the annual Dataquest-IDC Best Employers survey
2007.
E) Recognized as the Most preferred PC Brand at the prestigious CNBC AWAAZ Consumer
Awards 2007.
f) Digilife retail chain won the Most Admired Retailer of the Year award in consumer Durables
and Electronics category at the 2007 IMAGES Retail Awards.

29

The Base
___________________________________________________________________
Vision
"Together we create the enterprises of Tomorrow"
Mission
"To Provide World-Class Information Technology Solutions and Services to enable our Customers to
serve their Customers Better"
Core Values

We shall uphold the dignity of the individual

We shall honor all commitments

We shall be committed to Quality, Innovation and Growth in every Endeavour

We shall be responsible corporate citizens

_________________________________________________________________________________

30

BOARD OF DIRECTORS

a)
Shiv Nadar
Founder Chairman & Chief Strategy Officer-HCL Technologies

b) Vineet Nayar
CEO, HCL Technologies

c)
Ajai Chowdhry
Founder Chairman & CEO-HCL Infosystems
Other directors are:A)
B)
C)
D)
E)

T S R Subramanian.
Robin Abrams.
Subroto Bhattacharya.
Amal Ganguli.
Probir Chandra Sen.

31

Technology Leadership
_____________________________________________________________________
HCL Infosystems is known to be the harbinger of technology in the country. Right from our
inception we have attempted to pioneer the technology introductions in the country either through
our R&D or through partnerships with the world technology leaders.
Using our own R&D the Company has
Created our own UNIX & RDBMS capability (in 80s).
Developed firewalls for enterprise & personal system security.
Launched our own range of enterprise storage products.
Launched our own range of networking products.
HCL strive to understand the technology from the view of supporting it post installation as well. This
is one of the key ingredients that go into our strategic advantage. HCL Infosystems has to its claim
several technology pioneering initiatives, some of them are:
Country's first Desk Top PC Busy Bee in 1985.
Country's first branded home PC - Beanstalk in 1995.
Country's first Pentium 4 based PC at sub 40k Price Point.
Country's first Media Center PC.
Apart from all this HCL has the Advantage of having more than 2000 channel partners covering the
entire length & breadth of the country. The products are manufactured at two ISO 9001 certified
state-of-the-art manufacturing facilities at Pondicherry. With a mission to provide world-class

32

information technology solutions and services to enable its customers to serve their customers better,
HCL Infosystems is forever setting new standards of IT in the country

EDUCATION & TRAINING

________________________________________________________________________________
HCLs high-end ICT Education & Training business also announced strategic tie-ups with leading
international IT training giants like Microsoft, Red Hat and Oracle as their authorized training
partner to deliver the training for their certification programs.HCL CDCs also entered into
institutional tie-ups with several engineering colleges all across India, to offer their students courses
in cutting edge IT Hardware, Middleware and Networking technologies.
AWARDS & RECOGNITIONS
_________________________________________________________________________________
a) HCL was recognized as the Most preferred PC Brand at the prestigious CNBC AWAAZ
Consumer Awards 2007 announced in Mumbai in August 2007.
b) HCL Infosystems was ranked among the top two IT companies in the annual Dataquest-IDC Best
Employers Survey 2007 in a glowing recognition of its industry leading HR practices and the
resultant employee satisfaction.HCL has consistently ranked among the Top 3 IT employers in the
country, for the last three years in the Dataquest IDC Best Employer Survey.
c) HCL won awards in Environment Management and Quality categories at the Elcina-Dun &
Bradstreet Awards for Excellence in Electronics, 2006-07.
d) Nokia has recognized HCL consecutively for last two years with the Nokia Excellence Award for
Sales & Distribution, Asia Pacific 2007.

33

Partnerships
____________________________________________________________
To provide world-class solutions and services to all our customers, HCL have formed Alliances and
Partnerships with leading IT companies worldwide. HCL has always prided itself on its partnership
engagements. Partner models are also evolving in the technology industry. Innovation has extended
into the ecosystem and community based engagements are coming into play. HCL has also enhanced
its relationships with partners and is creating a variety of innovative partnership models, with various
approaches to risk-reward sharing. Some of the notable partner engagements are,

During the Year 1991-96 HCL Created the HP brand for computers in India

34

Scripting an era of Computing across the Microprocessor in the year 1981

Dominant Position into the Mobile Market across India in year 1996

Provides IT services in the Year 2004

Strategic Relationship that has seen computer evolve from computing device in the year 1985

These alliances on one hand give us access to best technology & products as well enhancing our
understanding of the latest in technology. On the other hand they enhance our product portfolio, and
enable us to be one stop shop for our customers.
_________________________________________________________________________________

35

Strategic Alliances & Partnerships of HCL Infosystems (2003-2009)

YEAR
STRATEGIC ALLIANCES & PARTNERSHIPS
July 14,2003
HCL InfiNet ties-up with Omni Touch.
March02,2004 HCL Infosystem partners with Port wise to launch HCL info SecuAccess
May 24,2004 HCL Infosystem partners with Microsoft and Intel to revolutionize Digital
Oct.21,2004
Oct.24,2005

entertainment in India.
HCL Infosystem partners with union bank to make PCs more affordable.
HCL Infosystem forms a strategic alliance with Bull to launch a new range of

Feb14,2006

scalable Enterprise class servers on open Architecture.

Toshiba in partnership with HCL Infosystem expands its retail presence in India

Feb20,2006

by unveiling shop Toshiba.

HCL Infosystem and Nokia announce a long-term distribution strategy.

May 03,2006

HCL Infosystem and Zee-Dish TV team-up to take DTH TV to its next level of
growth in India.

May 29,2006

HCL Infosystem forms a strategic partnership with APPLE to provide sales and

July 30,2007

service support for iPods in India.

Kodak and HCL Infosystem Ink agreement to distribute digital cameras in India.

Jan.30,2008

HCL Infosystem enters strategic partnership with Punjab government, wins

multi-crores system integration project from Punjab government. Reaches last

April11,2008

mile in Punjab through its ambitious project PAWAN.

Microsoft and HCL Infosystems strengthen partnership.

Sept.05,2008

HCL Infosystem announces an alliance with Gyan Ganga Institute of Technology

Jan16,2009

and Science to launch HCL K2 Academy in Bhopal and Jabalpur.

HCL Infosystems partners with Data wind to bring an exciting product like the
Pocket Surfer 2 to the Indian Market.

36

Jan09,2009

Announces an alliance with CMS college of engineering to launch HCL K2

Academy in Namakkal town (Tamil Nadu).

Jan 17,2009

HCL Infosystem announces an alliance with business school of Delhi to launch

Jan28,2009

HCL K2 Academy in Greater Noida.

Nokia Corporation announces to set up a joint venture with HCL Infosystems to
sell mobile value added services directly to consumers in India.

Quality Policy of HCL

Perfect human physical fitness is determined by a complete check up. In the same way the health
report of instruments are made up by this section.
The quality policy of HCL Infosystem is:
"We shall deliver defect-free products, services and solutions to meet the requirements of our
external and internal customers, the first time, every time."
To exist as a market leader in a globally competitive marketplace, organizations need to adopt and
implement a continuous improvement-based quality policy.
One of the key elements to HCL's success is its never-ending pursuit of superior quality in all its
endeavors.
HCL Infosystem believes in the Total Quality Management philosophy as a means for continuous
improvement, total employee participation in quality improvement and customer satisfaction. Its
concept of quality addresses people, processes and products.
Over the last 30 years, we have adapted to newer and better Quality standards that helped us
effectively tie Quality with Business Goals, leading to customer and employee satisfaction.

37

The History of structured quality implementation in HCL Infosystems began in the late 1980s with
the focus on improving quality of its products by using basis QC tools and Failure Reporting and
Corrective Active Systems (FRACAS). HCL also works on its concurrent engineering practices
including design reviews, and rigorous reliability tests to uncover latent design defects.
In the early 90s, the focus was not merely on the quality of products but also the process quality
systems. Our manufacturing unit at NOIDA was certified initially to ISO 9002:1994 by Bureau
VERITAS Certification in 1994 and later on to ISO 9001:1994 in 1997. As of now, all our
manufacturing units are certified by Bureau VERITAS Certification as per ISO 9001:2000 and ISO
14001: 2004
In early 1995, a major quality initiative was launched across the company based on Philip B.
Crosby's methodology of QIPM (Quality Improvement Process Management). This model was
selected to because it considered the need and commitment by an organization to improve but more
importantly, the individual's need towards better quality in his personal life.
Under our Quality Education System program, we train our employees on the basic concepts and
tools of quality. A number of improvement projects have been undertaken by our employees,
whereby process deficiencies and bottlenecks are identified, and Corrective Action Projects (CAPs)
are undertaken. This reduces defect rates and improves cycle times in various processes, including
personal quality.
We have received MAIT's 'Level II recognition for Business Excellence for our initiatives in the
Information Technology Industry, adding another commendation to our fold. MAIT's Level II
recognition is based on the 'European Foundation for Quality Management' (EFQM), for gaining
quality leadership and business competitiveness.
Our certifications / awards in 2003 include ISO 9001-2000 by Bureau VERITAS Certification for
our Info Structure Services and award of First Prize by ELCINA (Electronic Component Industries
Association) for Quality, 2002-03. The ELCINA award criteria consider two aspects.
Enablers (Leadership & Management commitment, Resource Management, Product
Realization, Measurement Analysis & Improvement)
Results (Product Quality, Customer / Stake holder satisfaction, Business results)

38

The trust for continuous quality improvement is never-ending in HCL Info systems. We always strive
to maintain high quality standards, which help us fulfill our mission to provide world-class
information technology solutions and services, to enable our customers to serve their customers
better.

The HCL Advantage

In the emerging net economy, IT infrastructure Plays the role of a Powerful business enabler to
improve your business processes, to help you focus on your goals and strategies and more
importantly, to help you serve your customers better. IT Infrastructure demands constant change
latest technology, reliable operations and high availability. Leaders like you, in the process of
selecting the best of breed in technology, require integrating different solutions from various vendors.
Thus a situation where you need a strong reliable and trusted partner committed to deliver beyond
just services.
Staying competitive in todays dynamic business environment means finding new ways to reduce
costs while maximizing the value of your technology and personal resources, More than ever, your
ability to "do more with less" determines how successful your organizations will be. By channeling
our in-depth expertise gained from over 28 years of IT Domain experience. We provide a full
bandwidth of services specifically designed to meet your complete IT needs, and as a single window
for completing business solutions wherever you are located.

39

Products & Services

HCL Info System portfolio of products covers the entire spectrum of the information technology
needs of its customers.
By virtue of the immense diversity of markets and customers that it addresses, HCL Info System
products offerings include everything from high end enterprise level servers for mission critical
applications to multimedia home computers.
You may be a large multi-location company exploring solutions to e-enable your organization or you
may be a new born rising star looking for someone for IT planning or setting up your IT
Infrastructure, HCL Info Systems has a solution tailor-made for you.

40

Fig 1 Services of HCL Infosystem

I.T. Hardware
HCL Info Systems portfolio of products covers the entire spectrum of the information technology
needs of its customers. By virtue of the immense diversity of markets and customers that it
addresses, HCL Info Systems products offerings include everything from high end enterprise level
servers for mission critical applications to multimedia home computers.
Telecom and Imaging Products and Retail
HCL covers a range of telecom and imaging products including enterprise networking. HCL tied up
with Nokia in 1995 with the sale and services of Nokia mobile phones in India.
Networking and Network Integration
Networks are multiplying day by day in every organization. Systems are becoming more & more
dependent on the availability of data resources of various departments / divisions / locations of an
organization and thereby increasing the load and requirements of Networks. The well known
networked applications such as Email, Internet / Intranet, GroupWare solution, Relational Databases
render the users completely in-effective services, in the event of network shutdowns.
Network Management involves Network Monitoring of Bandwidth Utilization, Network Errors /
Collisions, Network Troubleshooting, Day-to-day Network Operations, Network performance
monitoring, Tuning Network Operating System and advice action plan.
Covering all services involving infrastructure services, networking, security and facility
management, HCL offers end to end in Hardware solutions like.
Liaison with networking hardware support provider for all hardware related problems.
Use the NMS (Network Management Software) tool available with the customer (if not, then
to be made available) to monitor the functioning of Network.

41

 Use the special device/software tool for monitoring the port/network traffic and take
appropriate action or recommend preventive actions. (Device / Software tool to be made
available by the customer.)
Co-ordinate with cabling warranty providers for repair of faulty points, cables and other
related issues.
Setup Network File System - NFS - Configuration of files and folders for sharing across the

network.
Setup Network Information Service NIS
Setup Domain Name Service DNS.
Setup Heterogeneous Networking.
Setup Dynamic Host Configuration Protocol DHCP.
Provide detail documentation for all the above-mentioned activities.

Facilities Management
Today IT assets have become widely distributed and less visible. Many organizations are spending a
very high portion of their technology budget on "soft costs" like purchasing, installing, managing,
administration, troubleshooting, training, recruitment, etc for supporting the IT Hardware and
Software. So if your systems are critical to the operation of your business, downtime can have a
disastrous impact on production, customer satisfaction and revenues.
We are in the business of helping customers to use their equipment better. Our Facilities
Management Services are a comprehensive set of services that helps customers to fully utilize their
IT investments by improving availability, reliability and performance. We achieve this by offering a
complete portfolio of customized services and expertise, from planning and design to procurement,
installation, integration, migration assistance to system management, telephone support and on-site
hardware and software fixes.
Through our Total Facilities Management Solution, we offer a range of service options, customized
to the specific requirements of yours. These include:
365x24x7 Support for mission critical sites
Value added Support Services
System Administration

42

 Helpdesk Services
Network Consulting
Network Implementation and Management
Asset Management etc.

All this helps customer in deriving maximum value from the investment in IT hardware and
software.
Apart from all these services HCL Info System has the following Products.
Desktop Computers
Laptops
Security System
Terminals
Servers
Workstations
Servers
Networking Products
Storage solutions.

PRODUCTS MANUAL

43

HCL Infosystems portfolio of products covers the entire spectrum of the information technology
needs of its customers. Its products offerings include everything from high end enterprise level
servers for mission critical applications to multimedia home computers.
A) COMPUTING PRODUCTS:A) Consumer/Home & Home Office1.
Home PCs-It includes the following products HCL Beanstalk classic Z324
HCL Beanstalk classic Z324
HCL Beanstalk Lyfe 4998
HCL Ezeebee UP Z811
2. Home Notebook

HCL MiLeap series 02

HCL MiLeap series03
HCL MiLeap series 04
HCL Leaptop Series 38
HCL Leaptop Series 39
HCL Leaptop Series 40
HCL Leaptop series 41

b) Public sector/Enterprise business-Following products are used in public sector and enterprise
business which comprises of Business PCs and Notebook.

1. Business PCsInfiniti SL 1280 with Intel G31 Express chipset

Infiniti SL 1295 with Intel 035 Express chipset
Infiniti SL 5080 with NVIDIA Ge FORCE 7050 chipset
Infiniti SL 1265
Infiniti orbital K5075 with nVIDIA Ge FORCE 6150 SE chipset
2. NotebookHCL Leaptop series 24
HCL Leaptop series29
HCL Leaptop series38
HCL Leaptop series39
HCL Leaptop series40
HCL Leaptop series41
HCL Peripherals include keyboard, Kiosk, Monitors & terminals
B) DISPLAY PRODUCTS:-

44

HCM 580 M
HCM 985 RFM
HCM 510 LSA
HCM 582

C) STORAGE SOLUTIONS:HCL Storage Solutions:HCL FDA 1500

HCL NAS 2700 SO
HCL ECO Stor SCSI-SATA RAID Array
HCL Infostor SCSI JBOD
Quantum Storage Solutions
Library

PX 502 Tape Library

Scalar 24
Scalar i500
PX720

Autoloader Superloader3
Standalone DriversLTO Gen III
LTO Gen II
Qlogic Storage Solutions (HBA Cards)
QLA 2460
QLE 2460
QLA 2462
Ingrasys NAS Storage Solutions
8420 R
4420 R
D) SOFTWARE LICENSE:-

45

To provide end-to-end solutions to customers, HCL has partnered with many leading companies to
provide software licenses such as

Adobe
Broadvision
IBM
Linux
McAfee Antivirus & Antispam
Microsoft
Novell
Oracle
SAP

E) DIGITAL LIFESTYLE PRODUCTS & SOLUTIONS:HCL Infosystems provide digital lifestyle products & solutions such as

Apple
HCL IT Peripherals
Kingston
Kodak
Nintendo
Nokia
Plantronics
Sandisk

F) SECURITY PRODUCTS: HCL Infowall

HCLInfoSecuAccess
HCL InfoVPNe
HCL InfoSurveillance
HCL InfoSecuDesk-Biometric Logon
HCL InfoSecuDesk-SmartCard Logon
HCL InfoLoadBalancer
HCL InfoAttendance
HCL InfoAttendance -Biometric BNx Series
HCL InfoAttendance -Smart Card SNx Series

SERVERS

46

HCL presents power packed performance through its wide range of servers to choose from. The wide
ranges of servers are designed to respond to changing business needs. They provide the perfect
building block necessary to run the business.

1.
2.
3.
4.

INTEL SERVERS
Back-end Datacenter Servers
HCL Datacenter in a box
Rack optimized Server Solutions
Pedestal Server Solutions
Entry level Servers
Infiniti Xcel line Servers
Infiniti Xcel Line 1200 PR with nVIDIA geforce 6150 chipset
Infiniti Xcel Line 2200 YA with n VIDIA MCP 55 Pro chipset
Infiniti Xcel Line 2200 AT with AMD 8131/8111 chipset
Infiniti Xcel Line 2200 SY with NVIDIA nForce Professional 2200 chipset
Hp Rise Servers & Workstations
Technology Products
A) WINBee Thin Clients
WINBee 3000 VX
WINBee 4000 BV
WINBee 4000 BVX
WINBee5000 VX
b) HUTS
HUTS-8000 V2
c) Terminals
Turboterm 2000
Turboterm 2000E
Turboterm 2020C
Turboterm 2020E
Turboterm 2020 R

ORGANIZATIONAL HIERARCHY:-

VICE
PRESIDENT

47

General
Manager
Federal
Deputy
General
Manager
Business
Manager

General
Manager
Corporate
Deputy
General
Manager
Business
Manager

Accounts
Manager

Accounts
Manager

Sr. Sales
Executive

Sr. Sales
Executive

Sales
Executive

Sales
Executive

COMPANYS POSITION IN THE MARKET

1.
2.
3.
4.
5.
6.
7.

FACTORS FOR THE SUCCESS OF THE HCL INFOSYSTEM LTD

USP(UNIQUE SELLING PROPOSITION) OF HCL INFOSYSTEM
MARKETING STRATEGY ADOPTED BY INFOSYSTEM FOR LAPTOPS
SWOT ANALYSIS OF HCL INFOSYSTEM
MARKET SHARE OF THE COMPANY
COMPETITORS ANALYSIS
KEY TRENDS

48

FACTORS FOR THE SUCCESS OF HCL INFOSYSTEMS LTD.

A) POWERFUL BRAND IMAGEHCL has a strong brand image in India and abroad. It has invested in building a brand recall in
the minds of its customers through advertising and quality products. HCL brand image coupled
with its strong customer relationship have helped the company in creating value for its clients.
Brand image was leveraged by HCL to win some big contracts in UK market. It has collaborated
with many companies whose products and solutions are in line with its business segments, such
as Nokia in Telecom, AMD in hi-tech solutions to provide better customer service.
B) EXPERIENCED TEAMHCL has superior human resource quality. HCL Infosystem carried with it a rich and diversified
experience. This ensured a thorough understanding of client requirements. The company also
lays special emphasis on developing the skills of its employees. It provides regular training to its
employees for developing their skills. The experience and sound domain knowledge equips
employees with an in-depth understanding of problems and helps in providing quality inputs that
lead to better quality solutions for its customers.
C) GLOBAL STRATEGYThe company has established subsidiaries across globe to sustain growth. It has set up
subsidiaries in the USA, JAPAN, the UK and Australia etc, which aided in penetrating the global
market. The company believes in the philosophy of think global and act global. Its global
delivery system is based on the strength of its local employees, who understand the geography of
its subsidiary and provide services in collaboration with its technological competence.
D) BLENDED SOLUTIONSHCL has been able to offer its different services under one umbrella. There is a synergy between
the different operations of the company. It is among the few companies that provide support
services to its clients through its office located in Ireland. The company leverages its support
operations in Ireland and in India to provide valuable support solutions to its clients. It provides
support solutions for its European clients through its Ireland centre due to local skill presence.
The centre transfers its low-end functions to its sister operations in India, thus freeing its
resources to concentrate on high end functions.
E) PRODUCT PLANNING-

49

1. New products are being launched timely and product renovations also take place.
2. Price, Features, Packaging, Quality and Advertisement are also taken into account according to
requirement of the customer.

F) PRICING POLICIES1. To provide minimum margin for getting competitive advantage against competitors.
2. HCL believes in wealth maximization rather than profit maximization.

USP (Unique Selling Proposition) OF HCL INFOSYSTEM:-

1. COMPETITIVE PRICE- HCL Infosystem effectively met the onslaught of the Multinational
with a 155% growth in its notebook unit shipments. The Leaptop range which targets both
commercial and consumer segments, saw HCL aggressively targeting the consumer space
through a dedicated micro site for leaptops.HCL put up tough competition to ACER in terms
of pricing and product mix for its consumer notebooks which started from a price of
Rs.35,000.HCL also distributes Toshiba notebooks in India. Toshiba exited the top 5 club last
year, the reason for which can be attributed to the volume growth that companies like ACER
had while Toshiba is strong on the commercial and premium notebook segments.

2. The USP of its products are customer-built solutions and reliable field success.
3. The innovative product that HCL launches is environment friendly and consumers much less
power than a regular notebook thereby conserving energy. Its a complete computing device
targeted at consumers for its simplicity, affordability and ease of handling.

4. The USP of HCL laptop is mobility; the data card slot and Wi-Fi are upside for the traveling
kind and the conventional Ethement port to be used with broadband is grafted in too.

MARKETING STRATEGY ADOPTED BY HCL INFOSYSTEMS FOR LAPTOPS

HCL Infosystems preferred DSA (Direct Sellers Association) over channel partners. The DSA model
offers several advantages:-

50

a) The DSA and his staff can do personalized direct marketing in a manner not achievable by channel
partners at no expense to HCL Infosystems.
b) DSAs are utilizing all tools like fax, e-mail, telephone, cable TV network and one-to-one meetings
to tell prospective customers about HCL laptops.
c) This is also building more hype for the product and allowing HCL to spend a lot less on
advertisement but more importantingly, enabling it to reach out to the optimally potential customer.
d) From customer acquisitions to verification and validation of the supporting documents, to
collection of cheques and depositing them at the HCL Infosystem collection centre.
DSAs member will handle all the back-end operations.HCL Infosystems Ltd.is thus saved of huge
amount of time, effort and money.

51

SWOT Analysis of HCL InfosystemsSTRENGTHS:a) HCL has its collaborations and joint ventures with international companies such as Perot System,
and partnership with world leaders like Ericsson, Toshiba, Nokia, Oracle and Microsoft, enable it
to bring the best technology available worldwide to its consumers.
b) Employees are motivated to give their best to the organization as they worked under flexible
work culture which provides them autonomy to accomplish the task without much pressure from
the higher authorities.
c) HCL Infosystem offers one-stop-shop convenience to its diverse customers having an equally
diverse set of requirements. Be it a large multi-location enterprise, or a small/medium
enterprise,HCL Infosystem has a product range, sales & support capability to service the needs of
the customer.
d) It has a very strong distribution network.
e) Best-value-for-money offerings.
f) Long standing relation with customer.
WEAKNESS:a) After sales services.
b) Less promotional campaigns.
c) No brand Preference.
OPPORTUNITIES:a) The greatest opportunity for HCL Infosystem is in the government ministries and departments.
b) There are large opportunities in NCR region as the industrial set up of the entire major
organizations especially Govt.ministries and departments are large in this area, so does the
requirement.
c) Tie up with various MNCs enable to extract their core competencies.

THREATS:a) The biggest threat for HCL Infosystem is the entry of MNCs i.e. IBM, COMPAQ which give
direct competition to them.
b) Technological shifts as a result of research & development.
a) In order to retain its position as Indias No.1 IT Company, it has to come out with latest
advancement in Technology so that they can maintain their position in the eyes of customer.

52

53

MARKET SHARE OF THE COMPANY

Laptops market has been growing at a greater pace in India and its market share would be about 3540% in the next three years. The firm which has a market of 7.34% in the laptop segment in India
presently stands at 5th position. The drop in the sales of laptops in India in the last quarter is a
temporary phenomenon. Due to escalating dollar value, the price difference between a laptop and a
desktop has gone up from about Rs.10, 000 to about 12,000-13,000 in the last quarter, which forced
many home consumers to go for desktops instead of laptops. HCL, which is leading the desktop
market in India entered the laptop segment almost three years ago and is the fifth largest laptop seller
in the country today. The notebook computer market in 2004-05 was 4.75 lakh units and in 2005-06
it is expected to grow 50% year-on-year.
The industry that HCL Infosystems operates in is highly competitive.MNC majors like HP and
LENOVO are also in the running pace of the pie, apart from other Indian companies like Zenith. The
fact that HCL has just around 14% of the market despite being the market leader is an indication of
how competitive the industry is. In a subdued Indian PC market, Hewlett-Packard (HP) held the
largest share, HCL Infosystems grew and DELL saw a decline in its share during 1Q 2009(JanuaryMarch 2009).HP maintains its lead and gained share in PCs (notebooks) to capture 18.2% of Indian
PC market in terms of unit shipments.HCL Infosystems with a market share of 9.8% of overall
notebooks shipments regains the second spot. Dell which jumped to second position for the first time
in the oct-Dec 2008 quarter, slipped back to third position in 1Q 2009.
While Acers market share dipped marginally (7.7% in 4Q 2008 to 7.3% in 1Q 2009), Lenovos
share showed a more pronounced drop of 1.9 points (6.6% in 4Q 2008 to 4.7% in 1Q
2009).Notebooks PC shipments of 4, 66,000 units recorded a growth of 3%.

54

Table 1: Indian Notebooks shipments and growth by form factor: 1Q 2009 over 1Q 2008
Form Factor
Notebooks

1Q 2008
5,90,000

4Q 2008
4,54,000

1Q 2009

Growth 1Q 2009 over Growth 1Q 2009

4,66,000

1Q 2008
-21%

over 4Q 2008
3%

Over the next two quarters, the vendor- positions in the Indian notebooks market would be largely
determined by how well they are able to exploit the opportunities presented by the consumer,
Education and Government segments.

Competitor analysis
It is an assessment of the strengths and weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive strategic context through which to identify
opportunities and threats. The buoyancy in the notebook market continued with a healthy growth of
83% in unit terms. In value terms the growth was 59%.Form factor, design, price and performance
are the key elements that topped over the years. The major key players which are the competitors of
HCL in the area of laptops are HP, Acer, Lenovo, Dell etc.
Position of the competitor1. HP remains the undisputed king in the notebook space, making up the lions share of around
35% in unit terms.
2. Lenovo, which managed a growth of 69% in its unit shipments compared to the 69% in the year
before.
3. In terms of growth, Acer had one of the best years in the industry registering 230% growth in
unit shipments compared to its previous year performance.
4. Dell retained its fourth place in the top five clubs, but Toshiba slipped out making way for Acer.
5. HCL retained fifth position in the new market.

55

These top five players controlled the market and made up for 79% of the total notebook
shipments.
HP penetrated the market with entry level to top-end ultra portables. Its product offerings are well
defined across consumer and commercial segments. In line with that HP launch new notebooks in
four categorized standard(s), business (b), professional (p) and workstation (w).The intention behind
this nomenclature is to better connect with customers. HP also introduced a new range of commercial
notebooks over the year.
Lenovo being a very young brand in India has considerably expanded the ThinkPad and launched its
own branded consumer notebooks. At the end of the fiscal Lenovo launched a new consumer PC
brand called Idea. In line with that it launched notebooks on the Ideapaq range. These are consumerfocused notebooks and hence took into consideration features a home customers look at Dolby
sound, dedicated game controls etc. Lenovo involved channels in both sales models relationship and
transaction. The transaction model caters to mid-markets while the relationship model is more tuned
to large enterprise orders.
Acer attributes the impressive growth to a global design overhaul on the Gem stone design coupled
with its aggressive strategy in attacking the consumer space, where its core strength in notebooks
lies. Hrithik Roshan, brought in as the brand ambassador, worked remarkably well for the company
in establishing the brand in India. A few years back Dell notebooks in India were found in only large
enterprise, but in the last couple of years that scenario has considerably changed. Acer also offered
aggressively priced AMD-based laptops. Dell is bullish about the uptake of this low cost notebook by
verticals like education and home.

56

HCL Infosystems effectively met the onslaught of the MNCs with a 155% growth in its notebook
unit shipments. The Leaptops range, which targets both commercial and consumer segments, saw
HCL aggressively targeting the consumer space through a dedicated micro site for leaptops.HCL put
up tough competition to Acer in terms of pricing and product mix for its consumer notebooks which
started from a price of Rs.35,000.HCL also distributes Toshiba notebooks in India. Toshiba exited the
top club last year, the reason for which can be attributed to the volume growth that companies like
Acer had while Toshiba is strong on the commercial and premium notebook segments. So, Toshiba
decided to adopt a multiple distribution model starting this fiscal for notebooks.
Table 1:How they stacked upCOMPANY
HP
Lenovo
Dell
Acer
HCL
Others
TOTAL

REVENUE(in Rs crores)
3,500
1,708
990
819
690
1,823
9,350

57

KEY TRENDS
The bigger market in the notebook space is for Rs.35, 000 for consumers and Rs.50, 000 for the
commercial segment. Anything priced above goes to premium category of notebooks. In the high end
notebook segments player like HP, Lenovo, Dell continue to dominate, so this space will be driven
by the traditional buyers and repeat businesses from large enterprises.

Table 2:Notebook Shipments in India:Form factor

Consumer Notebooks
Commercial Notebooks

Units shipped
2007-08
2006-07
694
230
1,339
881

Change
202%
52%
Source: IDC India

With prices steadily going south, there was a substantial jump in the adoption of notebooks by home
consumers. Organizations also went for more notebooks, even for their middle level managers.
Table 3:Vendors rank in IT services in the year 2006 and 2007Brands
HCL Comnet
Wipro
HP services
HCL Infosystems
TCS/CMC
Sify
IBM global
CMS

Rank
2007
1
2
3
4
5
6
7
8

Rank
2006
4
5
3
6
1
2
7

Change

New

Source: CIO response.

-It denotes upward change.

58

-It denotes downward change.

-It denotes unchanged.

This category saw the biggest drop in satisfaction of nearly 4 points.HCL Comnet and Wipro
declined the least in satisfaction scores, both thus gaining sharply in rank.
The table lists scores derived from CIO responses to a range of questions which are based on top two
parameters.

Table 4:IT services: The top two parameters-

Service offering

Industry

CMS

HCL

1.Ability to

84.6

80.9

Comnet
86.7

location
2.Scope of

81.7

79.1

service provided
3.Reliability of

83.1

service provided
4. Sales &

82.6

HCL

HP

IBM

TCS/

SIFY

Wipro

Infosystem
82.6
85.8

81.8

CMC
82.4
82.2

87.4

84.7

81.7

83.9

82.5

74.4

77.8

81.9

80.0

87.3

84.8

82.9

82.2

81.6

83.3

84.2

74.9

85.8

83.0

85.8

79.6

83.2

82.2

82.8

support multi-

marketing.(Pre
contract stage)
Pro-activeness
of the service
provider in

59

understanding.
5. Service

81.4

75.8

81.9

80.0

83.5

80.0

81.6

80.0

83.7

providers
understanding.
Source: CIO response.
Note:-The satisfaction scores are on a 100-point scale with 100 indicating the highest
degree of satisfaction-very satisfied. The product and pre-contract stages emerge as the
second most important derivatives of satisfaction. There is tough competition between the
top three players-HCL Comnet, Wipro and HP services, but HCL Comnet noses ahead due
to its ability to support in multiple locations and understanding customer requirements.

Graphical representation of the IT services:-

60

61

62

LITERATURE REVIEW:
1.
2.
3.
4.
5.
6.

BUSINESS BUYING BEHAVIOUR

MODEL OF BUSINESS BUYING BEHAVIOUR
TYPES OF BUSINESS BUYING BEHAVIOUR
FACTOR AFFECTINGTHE BUSINESS BUYING BEHAVIOUR
BUSINESS BUYING PROCESS
BUSINESS BUYING ROLE

63

7.
BUSINESS BUYING BEHAVIOUR
Business buyer behaviour refers to the buying behaviour of the organizations that buy goods and
services for use in the production of other products and services that are sold, rented, or supplied to
others. It also includes the behaviour of retailing and wholesaling firms that acquire goods for the
purpose of reselling or renting them to others at a profit. In the business buying process, a business
buyer determines which products and services their organizations need to purchase, and then find,
evaluate, and choose among alternative suppliers and brands.
In some ways, business markets are similar to consumer markets. Both involve people who assume
buying roles and make purchase decisions to satisfy needs. However, business markets differ in
many ways from consumer markets. The main differences are in the market structure and demand,
the nature of the buying unit and the types of decisions and the decision process involved. Business
markets involve far more dollars and items than do consumer markets. For example, think about the
large number of business transactions involved in the production and sale of a single set of Goodyear
tires. Various suppliers sell Goodyear the rubber, steel, equipment, and other goods that it needs to
produce the tires. Goodyear then sells the finished tires to retailers, who in turn sell them to
consumers. Thus many sets of business purchases were made for only one set of consumer
purchases. In addition, Goodyear sells tires as original equipment to manufacturers, who install them
on new vehicles, and as replacement tires to companies that maintain their own fleets of company
cars, trucks, buses, or other vehicles.
Model of Business Buyer Behaviour-

64

At the most basic level, marketers want to know how business buyers will respond to
various marketing stimuli. In this model, marketing and other stimuli affect the buying organization
and produce certain buyer responses. The marketing stimulus for business buying consists of the four
Ps: product .price, place, promotion. Other stimuli include major forces in the environment:
economic, technological, political, cultural and competitive. These stimuli enter the organization and
are turned into buyer responses: product or service choice; supplier choice; order quantities; and
delivery, service, and payment terms. In order to design good marketing mix strategies, the marketer
must understand what happens within the organization to turn stimuli into purchase responses.
Within the organization, buying activity consists of two major parts: the buying centre, made up of
all the people involved in the buying decision, and the buying decision process. The model shows
that the buying centre and the buying decision process are influenced by internal organizational,
interpersonal, and individual factors as well as by external environmental factors.

65

Figure1: Model of Business Buyer behaviour.

The environment
Marketing Other stimuli

Buyer Responses

stimuli

1. Product or service choice.

The buying organization
2. Supplier choice

Product

Economic

Price

Technological

Place

Political

3. Order quantities.
4. Delivery terms and times
5. Services terms.

promotion Cultural
Competitive

6. Payment.

Organizational
influences.

66

TYPES OF BUSINESS BUYING BEHAVIOR

This is to be extensively divided in four types: -

1. Straight Rebuy: -- In this buyer approves the purchasing on the basis of the past buying records
and satisfaction with suppliers. In suppliers try to maintain product and service quality. They often
propose automatic reordering systems so that the purchasing agent will save reordering time. Out
suppliers try to offer something new so that the buyer will consider them.

2. Modified Rebuy: -- In this buyer wants to modify product specification, prices and delivery
requirements. In suppliers may become nervous and feel pressured to put their best foot forward to
protect an account. Out suppliers may see the modified Rebuy situation as an opportunity to make
a better offer an gain new business.

3. New Task: -- When the buyer approves the purchasing of product for the first time by consisting
of the good and efficient salesperson. In such cases, the greater the cost or risk, the larger the number
of decision participants and the greater their efforts to collect information will be.

67

FACTOR AFFECTING BUSINESS BUYING BEHAVIOR:

Environmental
Economic

Organizational
Objective

Political
Policies

Inter Personal
Authority

Individual
Age

Status
Education

Cost of Money
Procedures

BUSINESS

Empathy
Income

Competition

BUYER

Structure
Technological
Environmental factors play a major role. For example, buyer behaviour can be heavily influenced
by factors in the current and expected economic environment, such as the level of primary demand,
the economic outlook, and the cost of money. Many companies now are willing to buy and hold
larger inventories of scarce materials to ensure an adequate supply.
Business buyer behaviour is also influenced strongly by organizational factors. Each buying
organizations has its own objectives, policies, procedures, structure, and systems and business
marketer must understand these factors well.
The buying centre usually includes many participants who influence each other, so interpersonal
factors also influence the business buying process. Participants may influence the buying decision
because they control rewards and punishment, are well liked, have special expertise, or have a
special relationship with other important participants.

68

Business buyers are influenced by individual factors. Each participant in the business buying
decision process brings in personal motives, perceptions and preferences. These individual factors
are affected by personal characteristic such as age,income,education,personality and attitude.

The Business Buying Process:

There are eight stages of Business Buying Process.
I.

Problem Recognition:
The buying process begins when someone in the company recognizes a
problem or need that can be met by acquiring a specific product or service. Problem
recognition can result from external and internal stimuli.

II.

General need description:

The buyer next prepares a general need description that describes the
characteristics and quantity of the needed item. For standard items, this process presents few
problems. For complex items, however, the buyer may have to work with others-engineers,
users, consultants-to define the item. The team may want to rank the importance of reliability,
durability, price and other attributes desired in the item.

III.

Product Specification:
The buying organization next develops the items technical product
specifications, often with the help of a value analysis engineering team. The team decides on
the best product characteristics and specifies them accordingly. By showing buyers a better
way to make an object, outside sellers can turn straight Rebuy situations into new task
situations that give them a chance to obtain new business.

IV.

Supplier Search:
The buyer now conducts a supplier search to find the best vendors.The
buyer can compile a small list of qualified suppliers by reviewing trade directories, doing a
computer search, or phoning other companies for recommendations.

69

V.

Proposal Solicitation:
In this process, the buyer invites qualified suppliers to submit proposals.
In response, some suppliers will send only a catalog or a salesperson.However, when the item
is complex or expensive; the buyer will usually require detailed written proposals or formal
presentations from each potential supplier.

VI.

Supplier selection:
The members of the buying centre now review the proposals and select a
supplier or suppliers. During supplier selection, the buying centre often will draw a list of the
desired supplier attributes and their relative importance. Buyers may attempt to negotiate
with preferred suppliers for better prices and terms before making the final selections. In the
end, they may select a single supplier.

VII.

Order-Routine Specification:
It includes the final order with the chosen supplier or suppliers and lists items
such as technical specifications, quantity needed, expected time of delivery, return policies
and warranties. In the case of maintenance, repair, and operating items, buyers may use
blanket contracts rather than periodic purchase orders. A blanket contract creates a long-term
relationship in which the supplier promises to resupply the buyer as needed at agreed prices
for a set period. This practice locks the supplier in more tightly with the buyer and makes it
difficult for other suppliers to break in unless the buyer becomes dissatisfied with prices or

VIII.

service.
Performance Review:
The buyer reviews supplier performance. The buyer may contact users and ask

them to rate their satisfaction. The performance review may lead the buyer to continue, modify, or
drop the arrangement. The sellers job is to monitor the same factors used by the buyer to make sure
the seller is giving the expected performance.
Figure 2: Process of Business buying process:

70

Problem
Recognition

General need
description

Proposal
solicitation

Supplier
selection

Product
specification

Order-routine
Specification

Supplier search

Performance
review

71

BUSINESS BUYING ROLES

In the business buying there are different buying roles; i.e.

Approver: -- A Person who approves the idea of buying.

Influencer: -- A Person who influence the buying decision.

Decider: -- A Person who takes decisions regarding buying

Buyer: -- A Person who actually buys the products.

User: -- A Person who is the user of the product.

72

RESEARCH METHODOLOGY

____________________________________________
1. MARKET RESEARCH PROCESS
2. STATEMENT OF THE PROBLEM
3. RESEARCH OBJECTIVES
4. PRELIMINARY INVESTIGATION
5. FOCUS OF THE STUDY
6. TIME DURATION
7. STUDY DESIGN
8. SAMPLING
9. NATURE OF DATA
10. MEANS OF DATA COLLECTION
11. SUREVY INSTRUMENT
12. PROCESS OF DATA COLLECTION

MARKETING RESEARCH PROCESS:

73

Marketing research is the systematic design, collection, analysis and reporting of data and finding
relevant to a specific marketing situation facing the company.

Marketing Research Process:

Define the problem & research objective

Develop the research plan

Collect the information

Analyze the information

Present the findings

Make decision

74

Step 1: Define the problem & the research objectives

The 1st step in research is formulation a research problem. It is most important stage as poorly
defined problems will not yield useful results also the marketing management must be careful not to
define the problem too broadly or too narrowly. In order to identify the research problem, 3
categories of symptomatic situations, namely, overt difficulties, latent difficulties and unnoticed
opportunities should be studied over difficulties are those which manifest themselves. Latent
difficulties are those which are not so apparent and which, if not checked, would soon become
evident unnoticed opportunities indicate the potential for growth in a certain area of marketing. Such
opportunities are not clearly seen and done effort is required to explore them.
Step 2: Develop the research plan
Designing a research plan calls for decision on data sources, choice of research design, research
approaches, research instruments, sampling plan and contact methods.
Step 3: Collect the information
I have collected the information over a period of 45 days and from various locations such as
Ghaziabad, Greater Noida.
Step 4: Analyze the information
After the process of gathering information was completed I tabulated the data and extracted the
finding from the survey.
Step 5: Present the finding
Finally findings is to be presented along with recommendations
Step 6: Make the decision
The last step is of making the decision

75

STATEMENT OF THE PROBLEM:

The present paper aims at finding the institutional consumer behavior. The research problem
investigated here in has been precisely defined as- Analysis of Business Buying Behaviour: A
study of Educational Institutes based on empirical research.

RESEARCH OBJECTIVES:
The research objectives of this study are stated as below:1.
2.
3.
4.
5.
6.

First & utmost findings of business buying behavior for laptops.

Perception & awareness level of all companies in the market.
Determination of customer satisfaction level in regard to various brands.
Factors affecting the buying behavior of laptops.
Physical distribution of their companies competing with others.
Identify the problem of consumer.

PRELIMINARY INVESTIGATON:
After getting through of the research objective I go through step of the preliminary investigation to
find out the necessary information to fill out the objectives of the study. The information expected to
be collected on the basis of the preliminary investigation are:1. The various features of various brands competing with the laptop.
2. The various brands & available companies in the model.
3. Competitor in terms of price & technology between different brands.

76

FOCUS OF STUDY:
This study mainly focuses on:1. The satisfaction level of customer the study based on the feedback collected from the filled
questionnaire.
2. Whether the customer is satisfied with the supplied product or not.
3. If customer is satisfied up to what extent & if is not satisfied why, what is the reason behind
this.
4. Factors that affect the buying behaviors well as the customer satisfaction.

Time duration:
09-06-2009 to 09-08-2009

Study design:

Collection of data as per questionnaire.

Analysis of collected data.
Problem identification.
Giving the recommendation.

Sampling:
In the survey: the target population of the survey constitutes the management institutes in the Delhi
and NCR. I have collected the data arbitrarily from the person who is concern for the procurement of
laptop in the institutes. I have collected 50 data arbitrarily from institutes.

Nature of Data:
The nature of data was primary in the report. It was obtained from the perception study of the
concern persons of the institutes. Opinion was captured by a means of a questionnaire.

Means of Data collection:

77

Questionnaire : Closed ended questions (see appendices) were included in the questionnaire.

Survey instrument:
We prepare the standardize questionnaire to conduct the survey. The questionnaire had qualitative
question in it. The questions were close ended. The participant involved in the survey had to state
their intension towards the answer of the questionnaire.

Process of data collection:

The concerned person was given the questionnaire which was filled by them according to

their point of view.

Data collected was analyzed.
Conclusion was drawn on the basis of data analysis.

ANALYSIS OF THE DATA

78

____________________________________________________________

1. DEMOGRAPHY OF RESPONDENT
2. FINDINGS

Questions with Explanation

Tabulated Data
Graphical Representation of the Data
Analysis of the data

DEMOGRAPHY OF RESPONDENTS
In the survey total numbers of respondents were fifty. In the collected data there were diversified
respondents which are described as below:

79

Out of 50 respondents surveyed 70% were male and 30% were female

In the age chart of respondents surveyed major age group were above 31 year of age since our
survey was done on the persons who are concern for the procurement of the laptop.

80

This graph shows the income if the respondents surveyed which various from 31000-40000 (44% of
respondent) to 41000 onwards (56% of respondents).

As it is clear from the graph that all the respondents were from educational background since all the
respondents are responsible for procurement of laptops in the respective institutes. The respondents
were either I.T. Head, Admin. Head, Assistant Director, Assistant I.T. Head.

81

This graph clearly indicates that all the respondents were from private institute that is management
institute since our major concern was private management institute.

82

FINDINGS:

QUESTION 1: In your opinion when an organisation goes to purchase a laptop he pays attention
towards brand image.

OPINION OF THE RESPONDENTS

Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

22
28
16
34
0

Interpretation: From the graph shown it can be easily observed that Brand Image is of not very
much importance since nearly equal respondents were agreed (50%) and disagreed (34%) which
shows that in the organizational buying behaviour of laptop brand image is not given extra
importance by the organisation. But it cant be mislead that brand image is of no use since 50%
means half of the respondents were in favour of it.

83

QUESTION 2:

You are getting proper service you supposed to get.

OPINION OF THE RESPONDENTS

Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

0
38
8
36
18

Interpretation: when asked about the proper service nearly 60% of the respondents were against it
saying that they are not getting the proper service from the concerned company from whom they
supposed to get, so they very much dissatisfied by the service given to them and percentage of the
respondent who were satisfied from the service were also not bad i.e. 38%, according to them they
are happy by the service provided to them by the company. They also show the concern of future
deal with the company only because of the service, since they buy in large bulk for the students
(which are their assets).

84

QUESTION 3: You got this laptop at appropriate price.

OPINION OF THE RESPONDENTS

Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

14
32
10
24
0

Interpretation: when asked about the price on which they have bought, nearly half of the
respondents (46%) were satisfied by the price. Only 24% have said that they are not satisfied by the
price of the laptop. It can be easily said that all the companies have made a good pricing strategy for
the institutions.

85

QUESTION 4: The configuration of your laptop fulfills your expectation & requirement.

OPINION OF THE RESPONDENTS

Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

16
60
10
14
0

Interpretation: From this graph any one an easily observe that 76% of the respondents were
satisfied by the configuration of the laptop they have bought or they want depending on the price
they have deal on. So price and configuration are interrelated to each other during the organizational
buying behaviour. This shows that companies were successful in providing the proper configuration
to the institutes, whatever they need for their students.

86

QUESTION 5: In your view external features plays an important role in laptop.

OPINION OF THE RESPONDENTS

Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

24
26
20
30
0

Interpretation: 50% of the respondents were in favour that external features are very much
important in governing the purchasing the laptop, while 30% think that it is not important attribute of
the laptop during purchasing. This shows that institutes are knee to make happy their students by
providing a good looking and stylish with lot of short key and functional keys. According the
institutes students do attracted by the external feature of the laptop. There are some (30%) institutes
who were not showing knee interest in the student need.

87

QUESTION 6: In your opinion if an organization goes to purchase a laptop it pays attention towards
offer & special promotional activities.
OPINION OF THE RESPONDENTS
Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

14
38
16
32
0

Interpretation: 52% of the respondents were affected by the offer and special promotional activities
provided by the company to the organizations while 32% of the respondents are not affected by it.
Showing that this attribute is to be taken by the company as important for attracting the deal with the
institutes.

88

QUESTION 7: Laptop is mostly used for institutional work (study/professional work).

OPINION OF THE RESPONDENTS

Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

0
30
22
4
44

Interpretation: when asked about the use of the laptop for the purpose of 48% were in view that
student mostly use their laptop mostly not for the study. Only 30% said that they mostly use their

89

laptop for studying purpose, so companies can modify or add some feature which can facilitate the
students, and indeed attract the institute for the deal.

QUESTION 8: Llaptop is mostly used for entertainment.

OPINION OF THE RESPONDENTS

Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

12
34
16
32
6

90

Interpretation: This graph explains about the use of the laptop as tool for entertainment mostly. We
got nearly mixed type of response, 46% were agreed and 38% were disagreeing on this question
when asked to them.

QUESTION 9: In your view laptop purchasing should also be financed by financial institution/banks.
OPINION OF THE RESPONDENTS
Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

6
28
18
36
12

91

Interpretation: For this question we have got mixed type of response 34% were in favour of laptop
being financed while 48% of the responses were against it. Means financing the laptop can be an
important factor for attracting but not very much important for the deal making.

QUESTION 10: In present time insurance of laptop is a necessity.

OPINION OF THE RESPONDENTS
Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

18
26
22
34
0

92

Interpretation: In this question also we come upon a mixed type of responses nearly number of
agree and disagreed responses are same. Showing insurance is of not very much important for
affecting the business buying behaviour.

QUESTION 11: Warranty is as important as other attributes of laptops.

OPINION OF THE RESPONDENTS
Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

26
38
14
22
0

93

Interpretation: As per question do warranty plays important role in institutional buying behaviour,
it is clearly seen from the graph that 64% of the respondents were agreed on the asked question and
only 22% were against it. So warranty do plays an important plays important role in business buying
behaviour.

QUESTION 12: Advertisement of laptops brands has impact on you.

OPINION OF THE RESPONDENTS
Strongly Agree
Agree
Cant say/ no idea
Disagree
Strongly Disagree

NUMBER OF THE RESPONDENTS (in %)

0
32
18
50
0

94

Interpretation: Nearly half of the respondents (50%) were not agreed that advertisement affects the
business buying behaviour towards laptop purchasing.

QUESTION 13: Word of mouth is also considered in laptop purchasing.

OPINION OF THE RESPONDENTS
Strongly Agree
Agree
Cant say/ no idea
Disagree

NUMBER OF THE RESPONDENTS (in %)

0
18
28
54

95

Strongly Disagree

Interpretation: According to the organizations, word of mouth for them is of no importance as it is

clear that 54% of them are disagreed about the effect of it on the business buying behaviour.

CONCLUSION:

96

Analysis of data from the questionnaire clearly indicates some of the attributes to be most important
for the company to pay more attention during business selling, these attribute are warranty (64%),
offer & special promotional activities (52%), external features (50%), brand image (50%). So while
dealing with institute companies are required to pay attention on the above mentioned attribute that
they having all the attribute correctly in their laptop or not if not they should enhance them self to get
all the attribute to gain competitive over their competitors
One of the most important attribute on which all the institutes were put much emphasize was price
they first say that price should be good enough that one can attract them since other companies too
are providing great margin to the institute. Though price was of great importance for the institute,
they were happy by the price provided by the company for their laptops. So companies should
prepare them always for neck cut competition in pricing part.
Some of the attributes were having mixed type of opinion from the respondents. They are insurance
(44% agree & 34%), financing the laptop (34% agree & 36% disagree), use of the laptop. Some
institute think that there is no need of insurance but other think that insurance are important, so for
any company to achieve competitive over other they should provide insurance to their laptop
strategically. Like wise to gain advantage over other company can help in financing the laptop to the
organisation if they require it, so as to gain some goodwill which indeed helps the company to
achieve some short of profits in long run.
Word of mouth (54%) and advertisement (50%) are the two attribute by which more than half of the
respondents were not influenced regarding the purchasing of the laptops. So it can be concluded that
these two attributes are of not much importance for organizational dealing of laptop. Only the experts
in this field handle the process for the institutes

97

Last but not least the most important factor which does very much important for any company to
create good\will for longer runs in laptop market while dealing with the educational institutes. Since
more than half of the respondents were not satisfied by the service provided to them. So any
company to gain advantage over other should put emphasis on proper service being provided to the
institutes.

98

RECOMMENDATIONS:
_________________________________________________________________________________
Prompt availability of products
Satisfy the need of the organisation by offering product according to its needs.
Create the brand image of HCL in mind of the institutes by various promotional offers like
special price for educational institutes etc.
Promote the products at different institute buyers e.g. coupons, scratch cards etc.
Time to time remind the institutes that we are always available to satisfy their needs by
advertisement campaign.
Change the attitude and perception by motivate the institutes that this products best suited to
your requirement and status.
Make long term relationship with the customer by providing good environment & equally
handle any grievance about the product by setting up customers complains office.
Maintain suggestion register and promote the institute to write suggestion by offering some
gift on selection of the suggestion.

Bibliography-

99

Websites: www.wikipedia.org/wiki/consumer_behaviour.
www.business_standard.com/India/news.
http://infotech.indiatimes.com/articles
http://www.cybermedia.co.in/press/press release128.html
http://www.thehindubusinessline.com
http://www.idcindia.com
www.channeltimes.com
www.fastrackcomputing.net
www.ibnlive.in.com/news
www.indiadaily.org
www.eetindia.co.in
www.google.com
www.managementparadise.com/forums/marketingmanagement
www.itvoir.com/portal/resources
www.wikipedia.org/wiki/competitive_analysis
www.google.co.in
www.khoj.com
Companys Websites:
HCL Infosystems Ltds Intranet
www.hclinfosystems.com
www.hclinfosystems.in
Brochures/Reading materials:
Products Brochure.
Annual report of HCL.
Books:
Schiffman Leon G and Kanuk Leslie Lazar; 8th ed.-Consumer Behaviour (Pearson

Education 2005).
Blackwell, Miniard and Engel-Consumer Behaviour;10th ed.(Thomson,2007)
Loudon David A and Della Bitta A.J.-Consumer behaviour(Tata McGraw Hill,2005)

ANNEXURES:
Questionnaire
To whomsoever it may concern: This is to inform you that information data collected through this
questionnaire will be used in our academic project work which is the part of our MBA program.
Dharmendra Kumar Dwivedi (DJCET,Modinagar MBA III semester)

100

Objective: The objective of the questionnaire is to find out the major factors influencing the buying
decision of the Laptops. Furthermore aimed to analyze the market trend & usage of Laptop in large
Indian Companies.

RESPONDENTS DETAIL
Name

_______________________________

Age

_______________________________

Gender

_______________________________

Occupation

_______________________________

Income

_______________________________

Name of the organization/institution

_______________________________

INSTRUCTIONS:

Kindly make your reply directed by one of the following choice given below:
1. Strongly disagree
2. Disagree
3. Cant say/ no idea
4. Agree
5. Strongly agree
Kindly fill the number of your choice in each box of the corresponding statement.
All information regarding this test will be kept completely confidential.

1. In your opinion when a person goes to purchase a laptop he pays attention towards brand
image. [ ]
2. You are getting proper service you supposed to get. [ ]
3. You got this laptop at appropriate price. [ ]
4. The configuration of your laptop fulfills your expectation & requirement. [ ]
5. In your view external features plays an important role in laptop. [ ]

101

6. In your opinion if a person goes to purchase a laptop he pays attention towards offer &
special promotional activities. [ ]
7. Your laptop is mostly used for institutional work (study/professional work). [ ]
8. Your laptop is mostly used for entertainment. [ ]
9. In your view laptop purchasing should also be financed by financial institution/banks. [ ]
10. In present time insurance of laptop is a necessity. [ ]
11. Warranty is as important as other attributes of laptops. [ ]
12. Advertisement of laptops brands has impact on you. [ ]
13. Word of mouth is also considered in laptop purchasing. [ ]

NOTES FROM THE GREEN:

_________________________________________________________________________________

Recycle your old laptop before upgrading. As technology terms to superlatives faster, smarter,
cheaper, better-upgrading has never been easier. Yet, every time we purchase a brand new computer
were likely losing out our one, even if it works just fine.

102

According to the United States environmental protection agency, Americans are predicted to trash an
average of 50 million computers each year. Composed of precious metals, glass and plastics, castoff
computers present not only sever environmental squandering, but also dangerous and often
irreversible health hazards. The majority of laptops contain precious natural resources such as heavy
metals (lead, cadmium, mercury-even arsenic). These metals for example, could be reused to make
new consumer electronics, a process that would essentially eliminate the need to mine, produce and
refine raw materials, further limitation energy & carbon expenditures. Yet, considering less than one
quarter of Americans recycle their obsolete electronics, the above precious resources most often end
up sitting in landfills for hundred, sometimes even thousands of years.
Festering in the intense heat & pressure of heavy landfills, discarded computers can become
especially dangerous to the environment & our health. As they slowly break down they slowly break
down they emit the above heavy metals, some off gas into the air, other leech into surrounding soil &
groundwater.
If you are planning on upgrading your laptop (& who could resist with the latest portable laptop
trends) then please consider sending your old laptop to a certified recycling center.
Visit mygreenelectronics.org for more information.

103