Abstract
The research is carried out the role of brand and its value in the laptop computer market. This dissertation will find out the real pictures and customers’ opinion about different laptop computer brand. This research is based on the UK’s laptop market and the brand evaluation of UK consumers. In overall, the aim of this dissertation is to find out real moral factors which are nurturing in laptop computer industry and present situation and what should be done to reach to a proper solution. This dissertation will analyse the laptop computer market and brand importance of this market identified by the customers and distinguish how one brand is different from others. It also tries to figure out customer’s perception and attitudes regarding different laptop computer company and recognise the relation between different income levels and brand preferences. It investigates the relative importance of the brand value to the customers in laptop computer industry while making purchase decision. The finding of this study provided useful information, which is helpful not only for the students but also for the brand managers of laptop computer company that how they can improve their company’s strategic position for longer period of time through branding to trigger more customers and for a good brand.
Chapter 1
Introduction
This chapter presents the background of the research on “How branding impact on the value of laptop computer market?” And the reasons for why this research works conducted the aim and the objectives of the research identified by me. The structure of the dissertation is described at the end of the chapter.
1. Background of the research
Brands are an integral part of our society and each day we have endless encoun ...