MARKETING RESEARCH PROPOSAL

DPM5063 MARKETING RESEARCH

A Study Of Consumer Buying Preference Towards Laptop

With Special Reference To Polytechnic Port Dickson
Students

Prepared by:

AIN NATASHA BINTI 06DPR18F2005

RAMLAN
NUR AFIFI NAJIHA BINTI 06DPR18F2017
MOHD YUSOF
YONG JING XIONG 06DPR18F2029
VEENISHA A/P ARJUNAN 06DPR18F2041

DIPLOMA IN MARKETING
COMMERCE DEPARTMENT
POLITEKNIK PORTDICKSON

TABLE OF CONTENT PAGE

 EXECUTIVE SUMMARY 2

CHAPTER 1 CONTENT OF STUDY

1.1 Research Background(Introduction).......................................................................................3
1.2 Problem Statement.......................................................................................................................4
1.3 Research Objective.......................................................................................................................7
1.4 Research Question ....................................................................................................................7
1.5Research Hypothesis ....................................................................................................................8

CHAPTER 2 LITERATURE REVIEW 9

2.1Theoretical Framework..............................................................................................................11
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Chapter3 METHODOLOGY RESEARCH 12

3.1 Sampling......................................................................................................................................12
3.2 Research design.........................................................................................................................12
3.3 Data analysis ..............................................................................................................................13
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REFERENCE/BIBLIOGRAPHY............................................................................................15
APPENDIX........................................................................................................................................16
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 EXECUTIVE SUMMARY

This research will be related to the consumer buying preference towards laptop
for student at Politeknik Port Dickson. It describes about how students' knowledge
about laptop among students in Politeknik Port Dickson. It also aims the study of how
laptop has factors that can influence students to buy a laptop. This research will be a
quantitative research design and involves more than 300 students Politeknik Port
Dickson. The number of respondents are refers to Krejcie and Morgan table (1970).
 Chapter1 :Content of study

1.1Reseacrh Background

In order to study the needs and choices of students polytechnic Port Dickson for
laptop . Because the polytechnic has many departments, each student's choice is
different. In addition, each student has different purchase conditions and ideas. So we
conducted this research in order to better understand the requirements of students in
each department for laptop.

1.2Problem Statement
Laptops are important to students because they can help them complete tasks.
However, some tasks require good laptop computers to help them complete their tasks
perfectly. For example, students in the mechanical department need to use autocat to
complete assignment In addition, laptops are expensive, so this study can help
students better understand the configuration and performance of laptops so that they
can buy a laptop that suits them.Here I will list the configuration that students will
mind before buying a laptop.

Processor (CPU)
The processor, usually Intel or AMD, is the main brain of your computer and has the
biggest effect on how your laptop will run. Most are at least dual-core - two
processors on one chip sharing the workload. Some Intel's processors use 'Hyper-
threading', boosting the dual core processor to act like a quad-core one. Processor
clock speed (in GHz) has some impact on performance - the higher the figure, the
faster the computer.
If you’re looking for a high-performance laptop, or something that'll last you for a
good few years, go for a faster processor.

Memory (Ram)
Ram (random access memory) is your laptop's short-term memory, storing
information while you're using the laptop (the hard drive is used for long-term file
storage).
The amount of Ram your laptop has determines how many tasks it can accomplish
simultaneously. Aim for as much Ram as you can afford – ideally at least 4GB to
make it easier to rip music while you're surfing the net, updating your security
software, and sending and receiving emails. With some laptops you can add more
Ram later, but it’s more complicated than adding Ram to a desktop PC.

Graphics card
Laptops come with either integrated or dedicated graphics. Laptops with integrated
graphics use a chunk of the laptop’s memory (Ram). This is fine if
you’re just planning to do basic, everyday tasks, but if you want to play games or use
video editing software, for example, it’s best to go for a laptop with a separate
graphics card, freeing up your Ram. Expect to pay more for a laptop with a dedicated
graphics card.

Laptop storage
Hard disk drive (HDD)
The hard disk provides memory for long-term data storage – measured in gigabytes
(GB). It stores the operating system and applications (programs) as well as files
including music, photos and documents. We recommend a minimum of 500GB hard
disk space - storing video, high-resolution photos, music and software uses up a lot of
space. If in doubt, go for more hard drive space if you can afford it.

Solid state drive (SDD)

Solid state drives work like hard drives. There are no moving parts – so they don’t’
get as hot – and should help produce faster start-up times and processing, and also
extend battery life. The downside is it doesn't offer as much space as a hard disk
drive. Many premium laptops, such as ultra-books have a solid state drive (the most
common size is 128GB), or a hybrid of SSD and hard disk storage. 9Hybrids often
take the form of a 16GB solid state cache to boost loading speeds while keeping
the larger storage capacity with the normal hard drive. In this case you can’t save files
to the SSD.

Optical drive
Some laptops come with a CD/DVD drive. All but the cheapest models include DVD
burners as well as CD burners, so you can save to CD or DVD.
A DVD burner is useful for making your own videos and backing up large amounts of
data - DVDs hold much more data than CDs.
Higher-end laptops include a Blu-ray drive so you can watch high-definition (HD)
films on the move. Slot-load drives are preferable to tray-mounted drives, as they’re
less prone to breakage on the move. Many ultra-book, or ultra slim, laptops don’t
have a disk drive, so they’re slimmer and lighter. With these laptops you may want to
consider getting an external drive or cloud storage for backing up.

USB, HDMI and memory card

USB is the most common type of connection. You’ll usually get two or three USB
ports on a laptop so you can connect peripherals such as a mouse or external hard
drive and save to a USB stick. They may be USB 2 or the faster USB 3 ports, or a mix
of the two. An HDMI output lets you hook your laptop up to a TV. Some laptops also
have memory card slots, making it easy to get photos off of your camera’s memory
card.

Wi-Fi and Gigabit Ethernet

Most laptops include a port for connecting to the internet, either a wired 100Mbps or a
faster gigabit Ethernet connection. Most laptops will now use the latest 802.11n
wireless protocol.
Laptop screen
A 15-inch screen is the average size for a laptop.
A desktop replacement-type laptop might come with a 17-inch display, while ultra-
portables might go as low as the 11-inch mark. You will find options in between too.
If you're planning to use your laptop on the move, it might be worth considering a
matte screen.
Glossy displays tend to suffer from reflections.
Touchscreens are becoming the norm with Windows 8 laptops, certainly on mid and
high-end models.

Keyboard
A laptop’s keyboard is smaller than a desktop computer’s - keys are closer together,
and may also be smaller.
Many 13-inch models don’t have room for a separate number pad. It’s a good idea to
try out a laptop’s keyboard before you buy if you can, to ensure you get one you're
comfortable with.

Laptop battery life

The best standard laptops have a battery life of around five to six hours. Larger,
desktop replacement laptops may only last around three hours though, while the
longest laptop battery life on the best ultra portable models runs closer to seven hours.
Adjusting the power settings within the laptop can preserve the battery.
How important battery life is to you depends on where you are planning to use your
laptop - if it's mainly at home near a power point, battery life isn’t top priority

1.3 Research objective

1. To know the preferences of different types of branded laptops by the students
Polytechnic Port Dickson.
2. To study which factor influence for choosing different types of branded laptops.
3. To know about the level of satisfaction towards different types of branded laptops.
1.4 Research questions
1. What type of branded laptop students of Politeknik Port Dickson will
preferences?
2. Which factor influence for choosing different types of branded laptop?
3. How level of satisfaction towards different types of branded laptops?

1.5 Research hypothesis

The hypothesis that are corresponding to the research question are develop as follow:
H1: Laptop Preferences
H0:I will prefer all purpose laptop.
Ha:I will prefer ultraportable laptop.

H2:Factor influence for choosing different types of branded laptops

H0:Before I buy a laptop I will think the operating system.
Ha:Before I buy a laptop I will not think the operating system.

H3:Level Of Satisfaction Towards Different Types Of Branded Laptops.

H0:I am very satisfied with my laptop because it comfortable.
Ha:I am not satisfied with my laptop because it no comfortable.
 Chapter2:Literature Review

The researcher made an attempt to collect information from the prior researches and
relevant studies conducted in the area of consumer behavior and buying preference so
that the important variables for the study could be identified and analyzed. The review
of literature has been presented in a summarized and precise manner.

Consumer Behaviour by Hawkins, Best, Coney and Mukherjee: The

authors of the book discussed various factors affecting consumer behaviour for
buying such as demographic and social influences (family and household), group
influence, impact of advertising and internal influences (learning, perception, attitude
etc.).

Consumer Behaviour by Leslie Lazar and Schiffman: The authors

suggested consumer behaviour as individual differs as from group. The family
decision for a purchase decision is entirely different from individual decision making.
The authors discussed various variables that affect consumer purchase decision. The
book focused on family life cycle and various needs of consumer during different life
stages. The family decision making process as a group decision making is elaborated
and it is recommended to segment the market according to family need hierarchy.

Consumer Behaviour by Bitta and Della: The authors proposed that

consumer behaviour studies play an important role in deciding marketing segments
and marketing strategies. The authors recommended that consumer is often studied
because certain discussions are significantly affected by their behaviour or expected
actions. For this reason such consumer behaviour is said to be an applied discipline.
Such applications can exist at two levels of analysis. Market segmentation, consumer
decision making and buying behaviour is considered as core marketing activities in
designing effective marketing strategies. The micro perspective involves
understanding consumers for the purpose of helping a firm or organization to
accomplish its objectives. On the other hand macro or societal perspective
consumers collectively influence economic and social conditions within an entire
society. The authors discussed factors affecting consumer behaviour at micro and
macro level for making a 14purchase decision.

Consumer Behavior by Karunik and Schiffman: The book highlights

dynamic business environment is turbulent as never before and the service industry as
promising as never before. In this era of intense competition companies understand
the customer is the king in the market and success depends a lot on the efficiency of
the managers in delivering the promised product or services. The responsibility lies on
the organizations to develop a culture, ethics, responsibility, value and quality
services should be offered to achieve higher level of customer satisfaction. Dynamic
consumer behaviour is required to analyse various factors affecting consumer
purchase decision directly or indirectly.
 2.1Theoretical Framework

Type of laptop

Politeknik Port Dickson

Features of laptop
Student’s buying
preference

Level of towards laptops.

satisfaction toward
different branded
laptop
Chapter3:Methodology Research

In this chapter, the overview of the research methodology that will be practiced in the
study is explained after reviewing the past studies and reviews from different journals
regarding the topics in chapter 2. The research methodology is aimed to resolve the
purpose of the study and answer the research objective that set in chapter 1. Research
design will be discussed, process of forming questionnaires, method to carry out
survey, obtain data, pilot test will be indicated in this chapter.

3.1Sampling
The sampling method used in this study is the sampling method probability sampling
for each member of the population the same opportunity to sample. The technique
used is the technique stratified sampling. According to the statistics of the Politeknik
Student Affairs Department Port Dickson, in the Jun 2020 session, had 4573 students
studying and is active on the Politeknik Port Dickson . Based on krejcie and morgan
table (1970), the sample size to be taken is 355 students.

3.2Research Design
In this research, we use descriptive research to collect quantitative data.The data we
will collect to identify the factor of influence Polytechnic Port Dickson students when
buying laptop.A set of questionnaires was provided to collect information and data.
The key instrument that being applied in this study is a survey questionnaire
that consists of questions related to the study. To be specific, self-administered
questionnaire is being chosen as the research instrument.
3.3Data Analysis
After the collection of data from survey, Google Form was used to analyse the data
collected. Researchers used Google Form to analyse the data. The analysis was
performed to identify the attitudes of consumers towards viral marketing in Malaysia.
Researchers will use the mean (average) analysis to get the results of the study.

Table 3.1: Krejcie and Morgan's Determining Sample Size Table

 REFERENCES LIST

By Phillip Tracy July 09, 2020-Laptop buying guide: 8 essential tips to know before

you buy..https://www.laptopmag.com/articles/laptop-buying-guide

Javed Anwer,New Delhi ,May ,2, 2016-6 things to consider before you buy a
laptop .-https://www.indiatoday.in/technology/buying-guide/story/6-things-to-consider-before-you-
buy-a-laptop-321067-2016-05-02

Laptop Buying Guide By Lenovo-/www.lenovo.com/my/en/laptop-buying-guide/

By The Tech Chap 2019 Nov 25-10 Tips for Buying a Laptop! (2020)-
https://www.youtube.com/watch?v=39YqCLYELnM

Ishan Sharma Jun 22,2020-Laptop Buying Guide 2020 for Students& How to
Choose the BEST Laptop For College-https://www.youtube.com/watch?
v=kLtuhpeLhT4
 APPENDIX
(QUESTIONNARE)
A Study Of Consumer Buying Preference Towards Laptop With
Special Reference To Polytechnic Port Dickson Students.

Dear respondent,
This survey is carried out to find information about a study of
consumer buying preference towards laptop with special
reference among Polytechnic Port Dickson students.This
research to investigate and know about the level of satisfaction
towards different types of branded laptops among Polytechic
Port Dickson students.Please answer all question to the best of
your knowledge.There are no wrong responses to any of these
statements.All responses are collected for academic research
purpose only and will be kept strictly confidential.Hopefully,the
cooperation provided by you will help us to obtain accurate
information.
Your participation is fully appreciated.Thank you for your
precious time.

QUESTIONNAIRE
Do tick the following answer box for each question.

SECTION A:DEMOGRAPHIC PROFILE

1. Gender
[ ] Male
[ ] Female

2. Semester
[ ] semester 1
[ ] semester 2
[ ] semester 3
[ ] semester 4
[ ] semester 5

3. Department
[ ] Commerc Department
[ ] mechanical Department
[ ] Electrical Department
[ ] Civil Department

Section 2: Preferences Laptop

1. Which types of laptop do you prefer ?
[ ] Ultraportable Laptop
[ ] All- purpose laptop
[ ] Dekstop -replacement laptop
[ ] Netbook

2. Will you consider buying a second hand laptop

[ ] Yes
[ ] No
[ ] To some extent
[ ] can’t say

3. Do you prefer to purchase a laptop brand who ‘s after sales

service is good ?
[ ] Yes
[ ] No
[ ] To some extent
[ ] can’t say

4. Which brand laptop are you prefer or use in school work?

[ ] Apple
[ ] Asus
[ ] HP
[ ] Acer

5. Which kind of laptop do you prefer ?

[ ] stylish
[ ] simple

6. Do you prefer to purchase that brand of laptop which offers

any special sales promotion scheme or discount ?
[ ] Yes
[ ] No
[ ] To some extent
[ ] Can’t say

Section 3: The Factor influence for choosing different types of

branded laptops?

1. Which feature do you consider when you buy a new laptop ?

[ ] Look
[ ] Operating system
[ ] Price
[ ] Maintenance
[ ] Company Brand
[ ] weight

2. What minimum features do you expect from your laptop ?

( May select more than feature )
[ ] USB type charging
[ ] Higher - Resolution Screens
[ ] OLED displays
[ ] Battery Backup
[ ] Desktop -Class Graphics Performance

3. Do you choose your laptop on the basic of advertising on

various media ?
[ ] Yes
[ ] No
[ ] To some extent

4. How important is the “ design and style” of a laptop to you in

comparisonto its functionality ?
[ ] Extremely Important
[ ] very important
[ ] fairly important
[ ] not important

5. Which of the following reason motivates you to buy the

laptop?
[ ] Fashion trend
[ ] Friends Following
[ ] To impress
[ ] convenience for connectivity
[ ] It depans upon price

6. Will you consider the price before by a laptop ?

[ ] Yes
[ ] No

Section 4: Level Of Statisfaction Towords Different Type Of

Branded Laptops.
1. Which Brand of laptop are you having
[ ]Apple
[ ] Asus
[ ] HP
[ ] Acer
[ ] Dell
[ ] Other

2. Since how long you are using your current laptop ?

[ ] Less than one year
[ ] 1-2 year
[ ] 2- 3 year
[ ] More than 3 year

3. Price of you laptop is

[ ] Expensive
[ ] Reasonable

4. Statisfaction level of your laptop is

[ ] More comfortable
[ ] Less comfortable

5. Battery Efficiency of your laptop is

[ ] satisfactory
[ ] not- satisfactory
6. Are you comfortable by using an outdated version of laptop?
[ ] Yes
[ ] No
[ ] To some extent
[ ] Can’t Say
 GANTT CHART

GANTT CHART
Stages of W W W W W W W W W W1 W1 W1 W1 W1 W15
research 1 2 3 4 5 6 7 8 9 0 1 2 3 4
Selection of
topic
Data
collection
from
secondary
sources
Literature
review
Research
methodolog
y plan
Selection of
the
appropriate
research
techniques
Analysis &
interpretatio
n of data
Findings
and
recommend
ations
Find
research
project