market research on laptop skins
TRANSCRIPT
![Page 1: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/1.jpg)
PRESENTED BY:PRAMOD KUMAR
AMANPREET KAUR AHUJA
MARKET POTENTIAL STUDY OF
LAPTOP SKINS
![Page 2: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/2.jpg)
Definition
“A laptop skin is a precision-cut vinyl adhesive material, usually with some design, photograph, or other image, designed for application to the outside of a laptop, usually on the back of the LCD screen.”
Laptop skin is also known as Laptop Art, Laptop scratch guard, Stickers, Vinyl Stickers etc. in USA and Europe. Laptop skin is popular in USA and Europe and readily available at stores and online
Back portion of laptopWhere skin to be applied
![Page 3: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/3.jpg)
Material of Laptop Skin
Laptop Skin is made of a durable and easy-to-remove 3M vinyl material that is 5.5 mm thick.
It has special "comply" cross-hatch channels so that one can push out any air bubbles really easily.
The adhesive is contained in little beads on the back of the vinyl, it is only when on applying firm pressure and burst them the vinyl adheres properly
Apart from vinyl the laptop skin is made from plastic and adhesive .
Mostly vinyl material is preferred over plastic material. As the design like visuals, graphics and customized design can be easily made on vinyl material rather than plastic.
![Page 4: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/4.jpg)
Features
Easily applied to the top of any laptop. Fine printing quality with colors that won’t
fade easily The adhesive is a “changeable” adhesive
which is designed to be removed easily without heat or solvents.
No sticky residue upon removal The adhesive will last up to three years. Waterproof and scratchproof Reusable and durable available in a wide variety of styles completely customized skins is also a
possible.
![Page 5: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/5.jpg)
Types of laptop skins
Visuals skins – a picture, photograph of something like floral, landscape, icons etc.
![Page 6: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/6.jpg)
Graphic skins – quotes, brands, abstracts, or graphical designs
![Page 7: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/7.jpg)
Customized skins – combination of visuals and graphic or personal pictures etc
![Page 8: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/8.jpg)
Countries manufacturing Laptop skin:
China Taiwan Vietnam Pakistan India Thailand Korea
![Page 9: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/9.jpg)
RESEARCH PROBLEM
The research problem in this study is to find out the potential for this market.
![Page 10: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/10.jpg)
RESEARCH OBJECTIVE
To find out acceptability of the product
To profile the potential customer - STP Usage Pattern- in terms of how frequently the
customers would like to change laptop skin. Also whether there is market potential for customized laptop skins.
Product differentiation.
To design Marketing mix for the product.
![Page 11: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/11.jpg)
RESEARCH DESIGN
A descriptive research design has been followed for the study.
![Page 12: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/12.jpg)
SAMPLING TECHNIQUE
Sampling type: Non-Probability
Sampling method Judgmental Sampling- as only
people with laptops will be approached for the survey.
Quota Sampling- A quota of 50% student & 50% earning.
![Page 13: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/13.jpg)
Volume of data Total sample size 114- People using laptop
(Judgmental Sampling)
![Page 14: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/14.jpg)
Data Collection
PRIMARY DATA - Used online questionnaire.
SECONDARY DATA- www.skino.com Magazines- Techgadgets. http://hubpages.com/hub/Laptop-Skins
![Page 15: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/15.jpg)
Limitation of Research
Sample size constraint: Instead of following statistical formula in determining the sample size we arbitrarily arrived at a figure of 100
Time constraint: Apart from the theory classes only 4 weeks were available for the research; the research therefore could not be exhaustive.
Monetary constraint: As this research was
conducted for academic purpose the money spent had to be very limited.
![Page 16: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/16.jpg)
DATA ANALYSIS
![Page 17: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/17.jpg)
Age in yrs
No of respondent
s
% of sampl
e
15-25 66 58%
26-35 37 32%
36-45 8 7%
46 and above
3 3%
AGE DISTRIBUTION
![Page 18: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/18.jpg)
Gender No of respondent
s
% age of sample
Male 70 61%
Female 44 39%
GENDER DISTIBUTION
![Page 19: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/19.jpg)
Occupation No of Respondent
s
% of Sample
Student 48 42%
Service 54 47%
Businessman 9 8%
Self Employed 3 3%
OCCUPATION
![Page 20: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/20.jpg)
Income/ allowances
No of respondents
%age of sample
Less than 1 lakh 31 27%
1-3 lakh 31 27%
3-5 lakh 28 25%
More than 5 lakh 24 21%
INCOME DISTRIBUTION
![Page 21: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/21.jpg)
LAPTOP BRAND USED
Laptop brand used
No of respondents
%age of sample
Dell 27 24%
HP/Compaq 43 38%
Sony 26 23%
Acer 12 11%
Other 6 5%
![Page 22: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/22.jpg)
INFRENCE-Laptops are exposed more to external , therefore there are more chances of the laptop gett ing scratches. Laptop skin becomes a sort of necessary accessory which might be a requirement for the laptop users to protect their laptops from gett ing scratches.
FREQUENCY OF CARRYING LAPTOP
Frequency No of Respondent
s
%age of sample
Daily 46 40%
3-5 days a week 34 30%
1-3 days a week 17 15%
Once in a week 10 9%
once in 10 days 7 6%
![Page 23: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/23.jpg)
INFERENCE-97% of laptop users are concerned about scratches which increases the scope of the laptop skin being accepted amongst the laptop users
Response
No of Respondents
%age of
sample
Yes 111 97%
No 3 3%
CONCERNED ABOUT SCRATCHES
![Page 24: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/24.jpg)
Response No of Respondent
s
%age of
sample
Yes 90 79%
No 24 21%
WILING TO MAKE STYLE SATEMENT WITH LAPTOP
INFERENCE-Almost 80% of users would l ike to make style statement with laptop skin. The company should try and get the laptop skin made as per the style required by the user.
![Page 25: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/25.jpg)
Response
No of Responden
ts
%age of
sample
Yes 63 55%
No 51 45%
AWARENESS ABOUT LAPTOP SKINS
INFERENCE-Almost 50% of the respondents are not aware of the laptop skin. thus companies should come out with better promotional ideas to create awareness level amongst the laptop users.
![Page 26: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/26.jpg)
Response
No of Respond
ents
%age of sample
Yes 97 85%
No 17 15%
WANT VISIBLE LAPTOP BRAND
INFERENCE-More than 85% of laptop users want to keep their laptop brands v is ible, thus the laptop skin manufacturing companies should customize their products as per the laptop models avai lable in the market .
![Page 27: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/27.jpg)
INFERENCE-Scratch protection- 80% of the respondents l ike the product in order to guard their laptop from scratches.
Scale Parameters
No of respondent
s
%age of sample
1 - Least
Important1 1%
2 1 1%
3 4 4%
4 18 16%
5 - Most
Important90 79%
PRIORITY PROTECT LAPTOP FROM SCRATCHES
![Page 28: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/28.jpg)
Scale Parameters No of respondent
s
%age of sample
1 - Least Important 4 4%
2 9 8%
3 17 15%
4 35 31%
5 - Most Important 49 43%
PRIORITY MAKE IT AS A STYLE STATEMENT
INFERENCE- almost 75% of laptop users would l ike to use this product to make style statements.
![Page 29: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/29.jpg)
Scale Parameters
No of respond
ents
%age of
sample
1 - Least
Important12 11%
2 13 11%
3 37 32%
4 33 29%
5 - Most
Important19 17%
WANT TO ENDORSE ANY PRODUCT/IDEA/CAUSE
I N F E R E N C E- E n d o rs e m e n t o f i d e a - t h i s c o n c e p t o f u s i n g t h e l a p t o p s k i n i s n o t a b e tt e r i d e a b y t h e re s p o n d e n t s . t h e y a re n o t ve r y m u c h s u re w h e t h e r t h e y w o u l d l i ke t o u s e t h e l a p t o p t o p ro j e c t a ny i d e a t h e y h ave i n m i n d o r n o t .
![Page 30: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/30.jpg)
INFERENCE-45% of the respondents would l ike to purchase the product at
a price of 501 – 750.
DESIRED PRICE RANGE
Price Range
No of respondent
s
%age of sample
Rs 300-500 25 22%
Rs 501- 750 51 45%
Rs 751 - 1000 25 22%
RS 1000 above 13 11%
![Page 31: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/31.jpg)
Change Period
No of responde
nts
%age of
sample
Once in a month 3 3%
Once in 3 month 28 25%
Once in 6 month 62 54%
Once in a year 21 18%
DURATION TO CHANGE LAPTOP
INFERENCE-More than 50% respondents would want to change their laptop skin
once in s ix months .
![Page 32: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/32.jpg)
INFERENCE-Maximum number of people notice computer
accessories online.
MEDIA TO NOTICE LAPTOP SKIN
Media No of response
s
%age
Online Advertisement
79 69%
Magzines 44 39%
Relatives and friends
42 37%
In computer and stationary store
72 63%
Other 1 1%
![Page 33: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/33.jpg)
INFERENCE-Maximum number of
respondents would prefer buying the laptop accessories from computer & stationary stores.
PREFERABLE BUYING MODE
Buying mode
No of respons
es
%age
Online 73 64%
Electronic stores 36 32%
Gift Shops 18 16%
Computer and sationary Stores
98 86%
Other 0 0%
![Page 34: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/34.jpg)
CONCLUSION
AwarenessIn India the product is in a very nascent stage, only 55% of the respondents were aware of the product
Segmentation, Targeting & Positioning The research also reveals that the most favorable age group for this product is 15-25 years with an annual income 0-3lakhs will be favorable for both working professionals and students.
![Page 35: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/35.jpg)
Marketing Mix Product-Research reveals that the product should
be available with an option to customize it according to personal tastes.
Price-The respondents, on an average, are willing to pay Rs.501-750 for a laptop skin.
Place-Electronic Stores and Computer & Stationary Shops are the most preferred places for the purchase of the Laptop accessories.
Promotion-Magazine and Online promotion for the laptop skin are the best suited & most preferred medium
![Page 36: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/36.jpg)
Recommendation
1. Promotion- Laptop skin manufacturing company needs to carry out good promotional programs.
2. Media of promotion- Companies need to go for online advertisement and advertisement in Computer and stationary
3. Material Quality- good quality material so that it can prevent laptops with scratches for a longer period.
4. Stylish Designs- Companies should try to make skins as stylish as possible and matching with current trend as 80% of users would like to make style statement with the laptop skins
![Page 37: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/37.jpg)
5. Price Range- product range in Rs501-750 price range as it’s a range which almost 50% of users are willing to pay
6. Design Team- As 45% of users would like to go for customized designs.
7. New Range launch period- new range of skins in every six months as almost 50% of users would like to change their skins in every six month.
8. Distribution channel to be used- Companies should try to build up a good distribution system with Computer and stationary stores and try to build up an excellent on line purchase system as almost 80% of the users will be going to use these to mediums to purchase skins.
![Page 38: Market research on laptop skins](https://reader033.vdocuments.site/reader033/viewer/2022061119/546b1ff6b4af9f7c0a8b4b2d/html5/thumbnails/38.jpg)
BIBLIOGRAPHY
Marketing Research by Harper W. Boyd, Jr. & Ralph Westfall
Kotler, Philip & Armstrong, Garry., Principles of Marketing, New Delhi, Prentice Hall of India Pvt. Ltd., 2006., 12th Edition
http://hubpages.com/hub/Laptop-Skins http://en.wikipedia.org/wiki/Laptop_skins Page
www.skino.com