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    Fin D1 谢琦;Smiling 10117140

    Chinese perceptions of Comparison between

    the HP Pavilion and Lenovo Idea pad

    Abstract:

    This study focused on the comparison between HP and Lenovo Idea pad , with the purpose to find out the shortcomings of domestic brands of laptops and take solutions to improve domestic competitiveness. It was hypothesized that participants had a preference for foreign brands. This survey was conducted with questionnaires. It was carried on in several classrooms among groups from Year One. Results were surprisingly contrary to previous supposition. Lenovo, as the example of domestic laptops, appeal more students. Domestic products have the ability to compete with foreign brands, as long as the quality and the promotion reach a certain level. Firms are suggested to take the internal function of laptops seriously.

Introduction:

    Background:

    Nowadays, people have gradually entered in an age of knowledge explosion, when information is widely spread. At this moment, laptops, as a tool for quickly grabbing information and entertainment, are considered very important and common. Because of the huge profits from the large demands, various brands of laptopsboth domestic

    and foreign brands, are undergoing fierce competition and seizing market shares. People evaluated those brands at different levels and have developed their preference to a certain kind of laptop.

    Aims:

    Given that the target responders are freshmen at Xian Jiao Tong Liverpool University,

    the questionnaire is designed according to students’ consumer standard and their

    possible opinions of laptops. The questionnaire focuses on the comparison between HP Pavilion and Lenovo Ideapad, and it aimed at finding out how interviewees perceived domestic brands (Lenovo as the example) and foreign brands (HP as the example),

    Fin D1 谢琦;Smiling 10117140

    through which, purposely realized the shortcomings that domestic laptops had compared to foreign brands. Researchers also wanted to get some responses concerning the needs of laptops for appearance, quality, price and other necessary aspects, in order to gain consumers preference, and eventually put forward constructive proposals on the improvement of domestic brands of laptops.

Methodology

    Sample

    The study was conducted at Xian Jiao Tong Liverpool University on March 3, 2011.

    Students from Year One were distributed in several classrooms and all the participants were selected randomly. Totally 33 students responded to this questionnaire, among whom, 14 were females and 19 were males. They were all aged within the range from 15 to 25.

    Material

    Questionnaires were used as the main research tools, which included 23 questions focusing on the comparison of two laptop brands HP Pavilion and Lenovo IdeaPad. Various types of questions were included, such as dichotomous, multiple choice, likert scale, rank order, demographic and open ended questions. Microsoft Word was used for the design of the questionnaire and pencils were used to record the participants’

    answers.

    Procedure:

    Questionnaires were used to ask questions, which were held by group members only, not given to interviewees. Tables were used to record respondents’ answers. At first, the questionnaires were piloted in EAP class among groups to check if there were any questions unreasonable or unclear to understand. Later, group members were sent to different classrooms to conduct the survey with students from other groups. Each group member was required to interview at least 6 participants to ensure enough data. All the interviews were required to use English.

    Data handling:

    Fin D1 谢琦;Smiling 10117140

    Data collection forms were prepared in advance and each group member had a copy to collect data. After the survey, the data were entered into Excel. There were 33 copies of responses and all of them were usable answers.

Results & Analysis

    Data analysis will focus on the price of laptops that students afford and characteristics of HP and Lenovo that can be known through advertisements.

Graph One:

    What's your acceptable price of a laptop ?

    0%

    3%

    A. below 3,000 RMB45%B. from 3,000 RMB to 6,000RMBC. from 6,000RMB to 9,000RMB52%D. above 9,000RMB

The above pie chart shows the acceptable price of a laptop for students at Xian Jiao

    Tong Liverpool University. It can be obviously seen that more than half students (52%) could accept the price between 3,000 RMB and 6,000 RMB, and nearly a half students (45%) could afford the higher price range, between 6,000 RMB and 9,000 RMB. Only a small percentage (3%) of students chose the price range-below 3,000RMB. It should be noted that no student would like to purchase a laptop above 9,000 RMB.

    The figures indicate that the price range from 3,000 RMB to 9,000 RMB is more popular and acceptable for the interviewees. Laptops with price below 3,000 RMB might have a few number of consumers, given that the price is low but the quality may not be good enough. Meanwhile, few interviewees would consider buying laptops above 9,000 RMB, which is possibly a really high price.

    Because the study was conducted only among 33 students, it may not represent

    Fin D1 谢琦;Smiling 10117140

    Chinese perceptions of HP and Lenovo, and the conclusion appears not exact enough. Companies are recommended to promote more laptops of reasonable price range to earn a larger market share.

Graph Two:

    What characteristics of laptops can you know through its advertisements ?

    45%40%35%30%HP25%20%Lenovo15%10%5%0%A. creativeB. fashionableC. humanisticD. no idea E. I haven'tdesignwatches it

    This bar chart shows different influences of advertisements made by HP and Lenovo on participants. Apart from those who hadnt watched the advertisements, other

    participants impressed variously on them. A larger percentage of participants considered HP creative and fashionable than Lenovo (50% and 35% respectively). When referring to the humanistic design, HP earned twice as much support as Lenovo did (33.33% and 16% respectively). Meanwhile, it also needs to be noticed that, more responders had no idea of Lenovos advertisement than that of HP (35% and 25%

    respectively). Generally, for HP, 4 choices has almost equal count of responders, while for Lenovo, majority of responders chose humanistic design or “no idea .

    The findings indicate that advertisements made by Lenovo are better known to respondents than those of HP. This may be a result of both the power of promotion and the design of the advertisements themselves. Besides, sizable respondents had no idea or hadnt watched the advertisements. This is probably because the

    advertisements paid more attention to a certain aspect that respondents were not familiar with or interested in.

    Because the study was conducted only among 33 students, it may not represent

    Fin D1 谢琦;Smiling 10117140

    Chinese perceptions of HP and Lenovo, and the conclusion appears not exact enough. As advertising is one of the important factors that decide the popularity and sales of a product, companies should attach more importance on both style and content of an advertisement.

Conclusion:

    The aim of the survey was to discover Chinese perceptions of domestic and foreign brands of laptops by comparing HP and Lenovo. Nearly twice as many students prefer Lenovo as those like HP better. What surprisingly contrary to the choices above was that over half responders agreed that Laptops made in U.S. are always better than

    those made in China in every aspect. It may probably because that some students

    didnt know exactly where those two brands of laptops come from. On the other hand, it proves that, Lenovo affects consumers much more deeply than HP does and has earned a larger market share to a certain degree.

    Limitations:

    However, as it was just a survey conducted among several groups in Year One, and data was not sufficient and wide enough, the conclusion may be limited and not exact. In addition, because it was a face to face interview and time was not enough, respondents did not have much time to think over the questions, which may discourage them to state their true ideas of value. The limitations might affect the results and could not represent Chinese perceptions of domestic and foreign brands of laptops.

    Recommendations:

    The findings of this report have reveal students perceptions and preference of

    domestic and foreign brands of laptops. Domestic laptop companies could study them to know peoples ideas of consumption and improve their own products. Several recommendations have been made through the findings. Firstly, since the results indicate that the middle price (from 3,000 RMB to 9,000 RMB) is most popular, companies will probably promote more laptops of high quality within that range of

    Fin D1 谢琦;Smiling 10117140

    price. Secondly, more importance may be attached to advertisements of laptops to impress the audience and attract more attention. Besides, as the after sales service is a common problem among laptop manufactories, domestic companies hoping to enlarge their market share should try more efforts to make this service more timely and available.

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