A Study on Brand Preference of Laptop among Working Women

Abstract

Laptop computers have become highly popular as portable versions of desktops with full desktop computing and portability functionality. Before a few years ago, wireless connectivity in laptops was considered a luxury in India, but today, it has become a necessity for a person. The rapidly falling prices of laptops, new technologies being packed into ultra-slick laptops, and the entry of non-traditional players into the laptop market have further boosted the Indian laptop industry. The technology is changing so fast with the development of computer hardware. It has been observed that in the last two decades, the purchase of laptops by women has increased significantly. Now, laptop purchases are like purchases of fast-moving items. This study investigates the purchase behaviour of laptops among women segments by analyzing the factors that Influence the brand preference for laptops among women. Understanding women's psychology is very much needed as women's purchase behaviour and the social value of women have been raised to an equal footing with men. So, this paper helps the marketer understand the brand preference for laptops among working women.