“A STUDY ON CUSTOMER PERCEPTION TOWARDS HCL ME

LAPTOPS AMONG PHARMACEUTICAL COMPANIES”

BY
T.ANAND KUMAR YADAV

5098
Of
VISHWA VISHWANI INSTITUTE OF SYSTEMS & MANAGEMENT
Under the guidance of

ANURADHA

Professor (VVISM)

A PROJECT REPORT

Submitted to the

FACULTY OF BUSINESS MANAGEMENT

In partial fulfillment of the requirements

For the award of the
POST GRADUATION DIPLOMA IN MANAGEMENT
July 2010

1
 Declaration

I hereby declare that this project titled “A Study On Customer

Perception towards HCL ME Laptops among Pharmaceutical Companies” is

an original work carried out by me, under the guidance of Professor ANURADHA. The report
submitted by me is a bonafide work carried out by me of my own efforts and it has not been
submitted to any other university or published any time before.

T.Anand Kumar Yadav

5098
Date:
Place:

2
 CERTIFICATE

Certified that this project title “To Study Customer Perception towards HCL Laptops” is the
bonafide work of “ “, who carried out the research under my supervision, certified
further, that to the best of my knowledge the work reported here is does not form part of any
other thesis or dissertation on the basis of which a degree or award of was conferred on an earlier
occasion on this or any other candidate.

Signature of the faculty guide

Professor ANURADHA

Date:
Place:

3
 ACKNOWLEDGEMENT

I sincerely thank to Mr. Joby John(General Manager ,HCL infosystem) for giving me this
opportunity to work in their esteemed organization and helping me for completing the project in
a successful manner .

I am also thankful to Mr. I.S. Akbar (Senior Marketing Manager, HCL infosystem) for guiding
me during the project work and giving me some valuable tips about the market condition. I am
also thankful to all the managers and staff of HCL infosystem for there helps to complete the
project work.

I am very thankful to vishwa vishwani institute of systems and Management for helping me in
resolving every issue .My regards to my faculty guide for guiding me and clarifying the doubts
in area of my project work.

Last but not the least , I am very thankful to vishwa vishwani institute of systems and
Management (staff) for helping me in resolving all the issues.

T.Anand Kumar Yadav

5098

Content page page no.

4
Chapter 1
Introduction 7
a. Objective 8
b. Need for the study 9
c. Scope &Limitations 10

Chapter 2

Research Methodology 12

Chapter 3
Company overview 15
Industry overview 17
Literature review 19
Chapter 4
Data Analysis 21
Chapter 5
Findings, Recommendations & Conclusion 40
Annexure
Questionnaire 42
Documents Supporting 44
Bibliography 46

5
CHAPTER 1

CHAPTER 1
6
INTRODUCTION

A study on customer perception towards HCL laptops . A study conducted on various facts like
quality, service and price of will enable them to develop the product in view of the competitors.

A careful and thorough study of these factors enable the company to with stand the changing
situation of competition. These factors have impact in determining the company’s sales and its
position in the market.

Perception is a process by which organisms interpret and organize sensation to produce a

meaningful experience of the world.

DEFINITION:

Perception is defined as the process by which an individual selects, organizes and interprets
stimuli into a meaningful and coherent picture of the world.

A stimulus is any unit of input to any of the senses. Examples of the stimuli (i.e. sensory input)
include products, packages, brand names, advertisements, and commercials.

The study of perception is largely the study of what we subconsciously ad to, or subtract from,
raw sensory inputs to produce our own private picture of the world “perception may be defined
as a process by which individuals organize and interpret their sensory impressions in order to
give meanings to their environments.

Possible Value addition to the company through this study:

7
  Attracting the customers for buying the products.

 Company will know its brand position in the market

 Trace out the customers perception

 Identifying new customers

 Value added to the old customers

 Let the company know about the perception of customers towards HCL

Objective:

 To know the position of HCL as brand

 To make the customers aware about the product lines

 To know the interest of customers towards HCL products.

 To know the customers attitude towards HCL products

 To position all other new and old products of HCL and sale the desired products

8
Need for Study:

The main purpose of this research is to understand the consumer’s perception and attitude
towards various companies of computer with this how they take decisions, regarding their
purchasing pattern it has minutely observed that customers consumption & purchasing pattern
during the research. The various factors that can affect the purchasing decision like, quality of
the product, brand image in the market and regulatory in the supply etc has been analyzed. This
will give opportunity to get the brief idea of the study and the limitations in the research and they
can try to cope up with them. The organization can utilize information to formulate &formulate
their market strategy according to customer’s expectation.

Scope & Limitation:

9
Scope:
The study will help to identify how the perception of customers towards HCL laptops
It will help us to know the perception of customers towards HCL by providing the best services
to the customers in the local center. It will help to ascertain the position of company with other
specific companies. The study helps to formulate new marketing strategies for the company. It
also helps the company by providing the service based on their requirements. The requirement of
the customer will be filled by interacting with the customers.

Limitation:
Every project has some limitations even the researcher came across some limitations while
working on the project which made the analysis a little inappropriate at times. Some of the
basic limitations faced during the research are listed below:

Only limited number of government organization and banks where it has been found 30
players was covered in the study.

· Most of the research was based on cold calls.

· There was a bias on the part of the respondents.

· The research is based on Hyderabad market.

· At the time of research several time most of the Administrative officers were not
Present in their departments.

· At the time of research most of the administrative officers did not sincerely respond to
the researcher.

10
 CHAPTER 2

Research Methodology

11
Topic of Research:

My research topic is “A study on customer perception towards HCL ME Laptops among

Pharmaceutical companies” The project topic was given by HCL, Hyderabad.

The objective of the current study is accomplished by conducting a market research. The market
research process that will be adopted in the present study consists of the following stages:

 Defining the problem and research objective :

o The Research objective states that what information is needed to solve problem-
finding impact of service marketing.

Selection of customer

The corporate and public sectors are the customers of HCL. I met the corporate managers (IT
Department) personally and collect their requirements. Some of them are existing customers of
HCL and some are new.

Sample size

Due to time constraints a sample of 30 corporate managers were taken into study and from there
data were collected.

Sampling Technique

To study the project, a Simple Random Sampling technique is used

12
Data Collection methods:

Collection of data done by

 Requirements of the different corporate

 Questionnaires

 Customer feedback

Source Data:

The Data collected for this project work were from two sources:

1. Primary sources

2. Secondary sources

Primary sources

The primary data have been collected by meeting with different corporate managers personally
and asking for their requirements. The corporate customers are IT companies, Pharmaceutical
companies and others available at Hyderabad and Secunderabad and some data were collected by
interacting with my corporate guide and also with other managers and employees of HCL,
Hyderabad.

Secondary Source:

Secondary data is collected from the website of HCL Infosystems Limited, and other websites.

13
 CHAPTER 3

COMPANY OVERVIEW

The HCL Enterprise is composed of two companies listed in India : HCL Technologies and HCL
Infosystems.

14
HCL Technology Ltd. Is a leading global technology enterprise with annual revenues of 5 billion
.The 3 decade old enterprise founded in 1976, is one of India’s original IT garage start up. It is
range of offerings R & D and Technology services, Enterprise and applications Consulting,
Remote Infrastructure Management, BPO services, IT Hardware, Systems Integration and
distribution of technology and telecom products in India.

The HCL team comprises 59,000 professionals of diverse nationalities, operating across 18
countries including 360 points of presence in India.HCL has global partnerships with several
leading fortune 1000 firms, including several IT and Technology majors.

HCL Offers:

 Wider service

Greater economic benefit to customer

Exhibited ability to manage multiple cultures across many countries

Track record of departmental carve-outs

Unique, flexible, and risk sharing engagement models

Product Engineering – Experience and Expertise

HCL’s capabilities in the product engineering services of hardware, software, and mechanical
design lets R & D organization work with a single source that understands all interdependency

15
for full system engineering. The value position include reduced time to market expands product
foot print, extended product life cycle and enhanced product line profitability.

Highlights

Three decades of R & D and product engineering Experience

Over 18000 combined years of experience with independence software vendors

Second largest third party engineering service provider in the product development life cycle

Joint venture with NEC-Worlds leading R & D and technology company

Collaboration with contract manufactures, industries specific quality management systems and
certifications uniquely enable HCL to offer complex product engineering and concept to
manufacture services.

Today HCL has a largest customer base more than 150 clients across all india IT
vendors in this space. HCL participates in customer R&D organizations across complete product
life cycle from architecture conceptualization to prototype manufacturing.

HCL’s years of experience In hardware, software, mechanical engineering and

prototype manufacturing offer the unique ability to take complete end to end product ownership
until the product is ready to be shipped from the customer.

INDUSTRY OVERVIEW

16
HCL is a leading global technology and IT enterprise with annual revenue of US $ billions. The HCL
enterprise comprises 2 companies listed in India, HCL technologies (WWW.HCLTECH.COM) and
infosystems(WWW.HCLINFOSYSTEMS.IN)

HCL’S history goes to 1975 when 6 entrepreneurs-Shiva Nadar and five of his associates
decided to create a computer systems and services business in India. They faced many initial challenges
and despite lack of venture capital available in India at that time, they opened their first office in the
suburbs of New Delhi, naming their business “Hindustan Computers Ltd” in 1976. After eight years ,
HCL became the largest computer systems and services company in india.

Hcl under its Umbrella has four strategic Business units HCLtechnologies , Infosystems. An HCL
Infosystems is mainly in to systems marketing.

HCL Infosystems is one of the wings of HCL group, where another wing is HCL Technology
limited . Mr. Shiv Nadar who is founder member currently heading the HCL Technology as CEO
and Mr. Ajay Choudhury is heading the HCL infosystems as CEO .HCL Infosystem handles all
the sales and service job where HCL Techno handles the new product development works. So
the HCL techno is manufacturing wing of HCL group There are Other sub system of HCL called
HCL cognaint, HCL peripherals.

In the emerging net economy, IT infrastructure plays the role of a powerful business enabler
to improve any business processes help to focus on our goals and strategies and more
importantly, to help us serve our customer better. IT infrastructure demands constant change of
latest technology, reliable operations and high availability .In the process of selecting the best of
breed in technology, require integrating different solutions from various vendors. Thus a
situation where we need a strong reliable and trusted partner committed to deliver beyond just
services.

In this competitive era there are number of major players in IT field so to be in position one
company have to give more than what customer wants. Major competitors of HCL Info systems
are HP, DELL, IBM and WIPRO. So to know the position of HCL in respect to these brands I
have done a market survey and collected data using questionnaires. I met IT manager of various
companies and try to gather the data. I used various parameters like Quality, Price, Service,
Appearance, Technology, and Availability to collect information. After completing these I have
analyzed it by using weightage method. In ranking HCL comes first followed by DELL then HP
17
then IBM then Wipro respectively. According to survey HCL is good in its price, service and
quality for technology and appearance it is not up to the mark. Because of which some people do
not prefer it.

I have recommended that the company needs to focus more on attractive and informative
promotional activities and also it needs to focus more on advance technology and R & D. The
aesthetic value of the company products need to be improved. To have a better market share it
needs to focus on individual and young customers also. For this it can go for hiring a popular
person as a brand ambassador.

LITERATURE REVIEW

18
Doing training was really an opportunity before me when I could convert my theoretical
knowledge into practical and of real world type. Fortunately, the company I got is a true follower
of the various principles of management and also one of the leading companies in its segment of
the industry. The working environment that I was being provided was extraordinary and helped
me a lot in delivering my work properly and with full potency of mine. HCL Infosystems Ltd is
one of the renowned names in the Software and Hardware sector of computer industry.

The graph of sales of these respective product lines is the best in the industry as compared to
their competitors. I did my summer training project at HCL Infosystem Ltd., Hyderabad, where I
found all the professionals are very much committed to their work as well as they were all
professionals enough. This helped me a lot in getting a good deal of exposure. As I had to
consult the Channel partners, I felt myself, in the beginning, in a bit problem. But the
cooperation of my superiors at the work induced confidence in me to deal with my problems
whenever they came.

19
 CHAPTER 4

Data Analysis and Findings

20
Sample Size Taken = 30

Awareness About HCL= 100%

All the data gathered from various company IT managers is shown graphically below

User Of HCL Product

USERS

HCL
OTHER USERS

From the graph we can say that HCL infosystems occupied 60 percent of market share in twin
cities. More than 60 % of users buy HCL for business purpose and remaining 40 % is shared by
HP (17%) followed by DELL(15 %), IBM (5 %), WIPRO (3 %).

PRODUCT LINE:

21
Awareness about HCL Products

BPC: Business PC

HPC: Home PC

GCLAPTOP: General/Customized Laptops

ITSECR: IT Security

SERV: Server

TCLIENT: Thin Clinets

STR SOLN: Storage Solutions

N/W SOLN: Network Solution

PNC: Primary and Copier solutions

A/V Conference- Audio /Vedio Conference

COMM SOLN: Communication Solutions

RET SOLN: Retail Solution

LCD PROJ: LCD Projector.

22
 35

30

25

20

15

10

0
C C P R RV T N N S C E N N D
BP HP P TO SEC SE LIEN SOL SOL IO SK PN ENC SOL SOL LC
IT TC R
LA ST
R W K FE M RE
T
GC N/ N O M
CO C
V
A/

The chart deals with product line of HCL in market, more than 30 percent of people are aware of
Business pc and Home pc and 24 percent of people know about GCLaptops &LCD projector,
Almost 17 % of people know about Servers, Tclient &Kiosk.

23
FIRST RECALL:

Sales

By the
HP
WIPRO chart it
IBM
is clear
HCL
DELL that
almost
30
percent
of
market
share
is captured by HCL, Followed by HP with 27 percent and third place is occupied by DELL, and
13 percent and 7 percent of IBM and WIPRO.

24
Ratings Given For Overall Performance By Various Customers

COMPANY RANKS

1st 2nd 3rd 4th 5th

IBM 6 3 9 10 2

HCL 5 10 7 6 1

WIPRO 3 2 8 5 10

DELL 5 5 4 10 4

HP 5 5 5 6 9

The above table represents ranking 1-5 given by various customers. We have taken only rank 1
and compare it graphically as .

25
 7

Column1
3

0
IBM HCL WIPRO HP DELL

From the graph it is clear that IBM is the best for overall performance when compared with other
brands. Second place is occupied by HCL, DELL, HP followed by WIPRO.

26
Quality :

COMPANY RANKS

1st 2nd 3rd 4th 5th

IBM 6 6 9 8 1

HCL 7 8 7 5 3

WIPRO 3 1 8 9 9

DELL 7 5 3 10 5

HP 5 8 2 7 8

The above table represents ranking 1-5 given by various customers in terms of QUALITY.
We have taken only rank 1 and compare it graphically as .

27
 QUALITY CHART

HCL

WIPRO

NO.OF,PEOPLE
IBM

HP

DELL

0 1 2 3 4 5 6 7 8

Based on survey HCL stands first in term of quality and IBM stands in second position,
Followed by Dell, Wipro in third position, HP stands in last position.

28
Price:

COMPANY RANKS

1st 2nd 3rd 4th 5th

IBM 2 8 5 6 9

HCL 9 10 5 2 1

WIPRO 2 3 10 5 5

DELL 4 5 10 7 4

HP 3 6 7 9 4

The above table represents ranking 1-5 given by various customers in terms of its price. We have
taken only rank 1 and compare it with other brands.

29
 PRICE CHART

HCL
WIPRO
IBM
HP
DELL

As per our survey, majority of people buy HCL product (approximately 40 percent of people
buy) due to its low price because of home brand. After HCL, DELL stands on second position
with approximately 25 percent, follows by HP in the third position with 17 percent and Fourth
position is occupied by IBM, WIPRO with 9 percent. .

30
COMPARISION OF SERVICE PROVIDED BY DIFFERENT COMPANIES

COMPANY RANKS

1st 2nd 3rd 4th 5th

IBM 3 2 6 7 8

HCL 9 8 5 6 2

WIPRO 2 7 4 10 7

DELL 3 7 7 10 3

HP 6 2 6 7 8

The above table represents ranking 1-5 given by various customers in terms of its SERVICE.
We have taken only rank 1 and compare it with other brands.

31
 Service

DELL
HCL
WIPRO
IBM
HP

HCL stands in first position with 40, due to its service availability at every location, followed by
HP approximately 25 percent and DELL occupied third position with 13 % and IBM , WIPRO
are at last place with 12,10 percent.

32
COMPARISION IN TERMS OF TECHNOLOGY

COMPANY RANKS

1st 2nd 3rd 4th 5th

IBM 2 4 8 11 5

HCL 4 7 6 2 5

WIPRO 2 2 10 5 11

DELL 9 6 5 7 3

HP 5 8 7 7 3

The above table represents ranking 1-5 given by various customers in terms of its technology.
We have taken only rank 1 and compare it with other brands.

33
 TECHNOLOGY
10
9
8
7
6
5
4
3
2
1
0
HCL WIPRO IBM HP DELL

In terms of technology DELL is standing in first position. Followed by HP, The third position is
occupied by HCL.WIPRO, IBM stands at fourth place.

34
COMPARISION FOR APPERENCE OF DIFFERENT COMPANIES

COMPANY RANKS
1st 2nd 3rd 4th 5th
IBM 3 3 9 10 5
HCL 3 12 6 7 2
WIPRO 3 5 8 3 11
DELL 9 6 2 12 1
HP 6 7 4 5 8

The above table represents ranking 1-5 given by various customers in terms of its
APPERENCE. We have taken only rank 1 and compare it with other brands.

35
 LOOK CHART

9 As
8 per

6
Series 1
5

0
HCL WIPRO IBM HP DELL

survey the appearance of laptops DELL stands in first position. HP in second position and HCL,
WIPRO, IBM are in third position.

Distribution Network:
36
 COMPANY RANKS
1st 2nd 3rd 4th 5th
IBM 2 1 10 10 7
HCL 11 11 2 5 1
WIPRO 3 9 7 4 7
DELL 4 8 3 9 6
HP 5 4 8 6 7

The above table represents ranking 1-5 given by various customers in terms of its
DISTRIBUTION. We have taken only rank 1 and compare it with other brands.

37
 N/w

IBM
HP
DELL
HCL
WIPRO

According to the survey, HCL has strong network in market to make sure that their products are
available in market when compared with other brands, HCL occupied first position in network
and second by position HP, DELL stands at third position in terms of its distribution of their
products followed by WIPRO and IBM.

38
CHAPTER 5

39
Conclusion

My “on Project Training” has given me a good experience in learning how to sell a product,
how to deal with customers, how to change the mind of an unsatisfied customer, how to
generate leads, how to maintain relationship with existing customers, how to get references
from the existing customers. I have learnt the convincing and persuasive skills in my “On
project Training”. Initially I have faced some hurdles in the beginning of the project to get
the leads, but later on I was able to cope with the problems and able to reach easily and
successfully. Lastly all the companies assemble their products based on their design so to
differentiate their product they should provide good service.

40
CHAPTER 5

41
 QUESTIONNAIRE

MARKET ANALYSIS - LAPTOPS

1) Name of the Respondent :

2) Name of the organization :

3) Designation & Department :

4) Contact details

a) Mobile :
b) Telephone :
c) Email ID :
d) Fax No :

5) Quantity (approx) of laptops in your organization :

a) < 50. b) < 100. c) < 250. d) < 500. e) > 500.

6) Which brand you are currently using in your organization ?

a) HP b) Dell c) Acer d) HCL e) Wipro.

f)Sony g) Lenovo h) Toshiba i) Apple j) other (pls specify)

7) Preference for selecting this brand :

a) Price b) Brand c) Service d) Others (pls specify)

7) What are the other brands that you are using in your organization?

42
 ________________________________________________________________________
_

8) Do you have any requirement of LAPTOPS in near future?

a) Yes b) No c) Can’t say.

9) If yes which brand you may prefer ( Reasons may please be specified).

Signature :

Date :

43
Name of the Name of the Designation Brand Contact Details Preference
Organization Respondent & Curren for selecting
Department tly
using
Bhartiaxalife CH.Pandu System Dell 9030011805, Brand
insurence Administrator Balhyd.supp.bharttiaxalife.com &Service

HDFC Krishna IT Support HCL Venkat_kandalam@yahoo.com Service

TATA CAPITAL Ramesh IT Manager Hcl 04066027799, Service

Aramesh.hcl@tatacapital.com

Citi Financial Ravi IT Team Lead DELL 04040202062 service

Anand Rathi Bandi suresh IT Manager DELL 9177033367 Service

SBI Life Hanumesh Associate IBM 9959567784,Hanumesh.han Service

insurance co Sale Support digama@sbilife.com
Ltd
LIC of INDIA U.G.Sheelini IT Manager HCL 04023237882 Service
HOD
Albany Vamshi Krishna IT Support HP 9704087627 Global
Research Rudra vamshirudra@amriglobal.com Contract with
center pvt Ltd. HP

J.K.Agrigenetics D.Sandeep EDP HP , 04066316858 Price &

Ltd. DELL Sandeep@JKseeds.net Service

Syphony S.Narsimulu Sr.Manager Hcl , narsimli@syphony life science.com Brand

Pharma Life Admin & HR. DELL
Science Ltd
Finoso Pharma Vimal Vijayan Business SONY 8121897184, Brand
pvt Ltd. Development , 04023480230
Executive.
GENOME S.L.Prasad IT Manager HP 04023480203, Brand ,
VALLEY Lakhmiprasad_s@rediffmail.com Service

Incozen Satish Associate DELL 04023480336, price

Therapentics Director Info@incozen.com
pvt Ltd
Bharat Biotech K.CH.Prashanth Executive-IT HCL 04023480567 Price
International

44
Ltd
ITC M.Vamshikrishn IT DELL , 9908366343, Brand
a THOSHI Mvsk_246@yahoo.co.in &Service
BA
Onan Biotech A.Bala Rama A/C Manager LENOVO 04040366666 , Brand
pvt ltd Chandar info@onanbitech.com

The KCP Ltd K.C.S.Rao AGM(E&I) DELL NA Service

Vimta Labs ltd K.S.S.Prasad FMS Site HP , 9948947517, Brand

Manager & itg DELL Prasad.Koclukula@vimta.com &Service

Sami Labs Ltd Hashimudeen.S AGM , Admin HP 04023480388 Brand

Bio move Life Dhampal Admin DELL 9989635701, Brand

Science Ltd Dhampal@Biomovels.com &Service

IT-Standard S.SwamiAyyapa Customer HCL 9000656569, Service

Chartered Bank Support Swamy.Ayyapa@SC.com

HDFC Ltd Raghavendra.V System HCL 8003355501, Service

Administrator Raghavendrav.hclinfo@gmail.com

State Bank of M.Sunil Kumar Deputy HCL 9949956563, Brand

Hyderabad Manager sunilmadiraju@gmail.com &Service

IDBI FORTIS R.Murali Krishna Support Dell 9177068616,Muralikrishna.rag Service

Life Insurance Executive havapudi@idbifortis.com
Ltd
Wipro Infotech S.Suresh Babu Site Incharge DELL , 9704660679, Brand
Ltd(Axis Bank & IT ACER Hyderabad.fms@axisbank.com &Service
Site)
Union Bank of Jose Alex Manager HCL NA NA
India

Max Newyork Phani Chandra Executive &IT ACER 9966889392, Brand

Life insurance Mangipudi Dept Phani.chandra@maxnewyorklife.co &Service
co m

BIBLIOGRAPHY

45
BOOK

AUTHOR: KOTLER PHILIP

TITLE: MARKETING MANAGEMENT
PLACE OF PUBLICATION: DELHI
PUBLISHER: TATA MC GRAW HILLS
PUBLISHING CO. LTD

MAGAZINES / JOURNALS / NEWSPAPERS

¨ Business Today
¨ The Financial Express
¨ The Times of India
¨ Company Annual Magazine

WEBSITES:

¨ www.hcl.in
¨ www.indiainfoline.com
¨ www.google.co.in
¨ www.hp.com
¨ www.saharacomputer.com
¨ www.acer.com
¨ www.dell.com
¨ www.ibm.com
¨ www.hclinfosystem.in

46