Chapter - 1 Introduction & Research Design Introduction to the Project Report The term market may be considered as convenient

meeting place where buyers and sellers gather together for exchange of goods.

In a customer centered enterprise marketing management is called upon to access marketing opportunity, formulate plans strategies develop functional plans implement marketing programmed and control all marketing activities, the leadership has to motivate the personal evaluate and adjust marketing effort to achieve the set goods.

In this modern and competitive word it is absolutely necessary on part of the manufactures to know the value of the structure of the society and preferential motives of consumers as every business organization wants to sustain its market share.

In most important objectives in any business is to identify and satisfy customers as a result marketing is central to any business from and any business executive must understand its role in his or her organization, whether the manufacturer is just in bank, financial services, accounting management production he will be never far from a times customer and a times competition. In this advancing modern era almost all companies are adapting the marketing concepts relating to consumer.

When a marketer adopts a market oriented business philosophy the guiding principal becomes it is more effective to make wheel customer wants to buy than to sale those marketing concepts is define as a customer oriented philosophy duly integrated and implemented through the entire organization in order to the customer better than competition and thereby ensure sustained goods and prosperity.

Thus consumer oriented marketing philosophy is clearly stated as marketing beings with the customer, not units production cost, sales, technological, landmarks and its end with the customer oriented concept can also be expressed as customer is the boss Love the consumer , not the product.

The foundation of opportunity identification i.e. is the base for knowing the exact needs and wants of the consumers is information should be collected on consumer needs. Competitive activities consumer reaction to the companys products advertising strategies, salespeople, and the changes in the marketing environment.

Information can be collected all through the marketing research. Marketing research has a very bright future. In the features of matured economy marketers are therefore required to anticipate changes in the marketing environment involving opportunities, risks, and uncertainties. Marketing research must be conducted rigorously and systematically to fulfill its intended role.

Research can be conducted rigorously only when the data collected are valid, reliable and represent able.

Thus marketer through planning, sales forecasting and proper processing of information are require to forecast the direction and intensity of their future changes in the business environment and then adjust their plans to meet anticipated changes in their environment.

Introduction of the Study: As the twenty first century is fast approaching, marketing is becoming more attractive at the company, state, national and international levels. Today all most all organizations have involved in developing marketing activities to satisfy the needs and

wants of a group of customers. This segment concept has helped in the development of new product and services. Each and every organization is trying to attain specialization in selling with the development of new markets and new avenues of selling; a wide variety of consumer and producer goods has been designed and developed. The developing organizations are concentrating more on marketing their product to grab the internal and external markets of the country.

In twentieth century marketing is given preference by the organizations and developed as a new area of study and practice. The goods and services considered to be the preserve of rich at one time have reached the common man today, due to the unstinted efforts of the scientific marketing activity cannot be ignored several institutions, may be small or big, good or bad, are on their toes to satisfy the human wants. Even joint sector under takings have also gained momentum in these days.

Today, all most all organizations at national and international levels are engaged in selling their products through a network of branches. Many organizations fail to coordinate and may have to disappear from the scene. A successful organization knows the techniques of co-ordination and also the art of selling its products in the target market. If it cannot assess the potency of its rival in the market, it fails to catch up the market.

Today, the consumer is the king of the market; consumer tries to satisfy his wants from different market sources, because he will be having the latest and accurate knowledge of the products in the market. His, taste, fashion and preferences also change from time to time. Hence the enterprise must produce and offer the products which will give the desired satisfaction and services to the consumer and much better than its competitors.

The growth or development of organizations is depending upon the fast changing mind of the consumer and the keen competition from rivals. If the organization forgets these two factors they have to face sudden death no matter how well established they were. So each and every organization of today will be aware of marketing culture. So everyone will be trying to put as much effort as possible because if the rival work harder than the established one will have to gradually fade out from the scene.

So, to conclude in brief to grab the market may be small or big, internal or external the different factors and he should learn the art of reading the mind of the consumer and act accordingly.

In this project I have made A Study on Consumer Attitude towards purchase of Computer with special reference to HCL in Chikmagalur city by conducting survey and market research of the HCL Computer.

Statement of the problem In the recent year market has received greater attainment. The focus of modern marketing concept is costumer and not the product, as it was earlier. Here the premium task of business enterprise is to study the needs, desires and value of potential customer and produce and offer the products, which will give the desired satisfaction to the customer.

Customer is the king (emperor) on the market also he is becoming more and more aware of the market (intelligent). Needs are states felt by deprivation. They are also affected and shaped by culture and individual personality. So any one wants to be successful in the market must target human needs and wants, lie should offer product / services, which will satisfy human needs. He should the product in such a way that the

product will satisfy customers. He should know the attitude of customers towards a product to be successful in the market. Attitude is the mental set in the minds of customers regarding the product.

HCL has been a successful Company ever since its introduction. Market competition is increasing in point of view of Computer. We are wittiness, whooping automobile boom with the process of liberalization.

The present study is a prompt attempt to know that factors which influence customer's decision making. The main objective of conduction of this study is to know consumer awareness about the product, price, planning and promotion.

Objective of studies Following are the important objectives that are contemplated in this study. To know the sales performance of HCL Computer. To know the user attitude towards HCL Computer. To know the companys advertising strategy. To study the competitive strategy towards different sects of people. To know the awareness of the consumers towards he different brands. To know the opinion of consumers about HCL Computer and their suggestion. To adopt the price strategy. Scope of the study Users of HCL Computer are spread throughout World, Chikmagalur city was selected for the purpose of study since it is economically and educationally developed. It is popularly known as "Coffee City" which has six degree colleges, many schools, and P.U colleges. The standard of living of Chikmagalur city is high, when compared to some other district cities.

The study covers research HCL Computer users in the different areas of Chikmagalur city such as colleges and offices and other important business places.

The scope of this also to prepare and submit a detailed and comprehended report. The content's of this report furnished or details regarding history, marketing, etc.

Methodology of the study For the purpose of conducting the study both primary and secondary data have been collected. Primary data The survey method has been adopted for the data collection drafted questionnaire was prepared pre-tested, administrated and finalized.

Direct interview technique was adopted sampling size was 50 only. These respondents have been selected from the different parts of Chikmagalur city. Secondary data In addition to the primary data the supplementary data also have been collected from the different sources i.e. news papers and magazines,. Internet and encyclopedia Scientific analysis is the most outstanding features of this marketing research; the collected data is presented suitable in the form of tables, graphs and analysis.

Limitations of the study While preparing this project report following limitations was being absorbed.

 The scope of the study is limited to Chikmagalur city due to the constraints of the time. The respondents were randomly selected and maximum numbers of respondents were restricted to 50 because of time constraint. Most of the demographical data given by respondent's bois. Cost also posed a potential constraint. The dealer and the company revealed some confidential data or factors and the information provided by them are assumed to be authentic and this definitely affects the accuracy of the rules of the study.