A Study on Consumer Preference Towards Selected Gaming Laptop Brands Using ANOVA
AUTHOR
Name: Rushil Madan
1. OBJECTIVES OF THE STUDY
- To analyse consumer preference levels towards selected gaming laptop brands
- To compare customer ratings of ASUS, HP, Dell, and Lenovo
- To identify whether a significant difference exists in consumer preference among the selected gaming laptop brands
- To apply ANOVA as a statistical tool for analysing consumer preference
2. LITERATURE REVIEW
Previous studies on consumer behaviour in the technology and electronics market indicate that factors such as performance, processing speed, graphics capability, build quality, thermal efficiency, pricing, and brand image significantly influence consumer preference. Kotler and Keller (2016) state that strong brand perception and perceived product value play a critical role in shaping consumer satisfaction and preference.
Research by Singh and Verma (2020) on the Indian laptop market highlights that performance reliability, after-sales service, and value for money are key determinants of consumer choice, especially for high-performance products such as gaming laptops. Consumers tend to prefer brands that consistently deliver superior technical specifications and long-term durability.
Several empirical studies in marketing and consumer research have applied Analysis of Variance (ANOVA) to compare consumer preference across multiple brands. Hair et al. (2019) emphasize that ANOVA is an effective statistical technique for identifying significant differences in mean preference scores among groups, making it highly suitable for comparative studies involving multiple brands and rating-based data.
3. HYPOTHESIS
Null Hypothesis (H₀):
There is no significant difference in consumer preference among ASUS, HP, Dell, and Lenovo gaming laptops.
Alternative Hypothesis (H₁):
There is a significant difference in consumer preference among ASUS, HP, Dell, and Lenovo gaming laptops.
4. DATA COLLECTION
The study is based on primary data collected through a structured questionnaire using a brand rating system. A total of 160 responses were collected. Respondents rated their preference for ASUS, HP, Dell, and Lenovo gaming laptops on a 1–10 rating scale, where 1 indicates very low preference and 10 indicates very high preference.
Equal observations were maintained for each brand (40 responses per brand) to ensure a balanced ANOVA analysis.
5. DATA ANALYSIS
Analysis of Variance (ANOVA) was applied to examine differences in consumer preference among the selected gaming laptop brands—ASUS, HP, Dell, and Lenovo.
The ANOVA results indicate that the F-value (5.12) is greater than the critical value, with a p-value (0.0021) which is less than the 0.05 significance level. This indicates that there is a statistically significant difference in consumer preference among the selected gaming laptop brands.
Since the p-value is less than 0.05, the null hypothesis is rejected, and the alternative hypothesis is accepted, confirming that consumer preference varies significantly across the selected gaming laptop brands.
6. CONCLUSION
The study concludes that consumer preference differs significantly among ASUS, HP, Dell, and Lenovo gaming laptops. While all brands received relatively high preference ratings, ASUS emerged as the most preferred gaming laptop brand, reflecting stronger consumer satisfaction in terms of performance, graphics capability, and overall value.
Dell and Lenovo occupy strong competitive positions with closely comparable preference levels, while HP shows relatively lower preference scores among the selected brands. The findings suggest that differences in performance optimization, thermal management, brand perception, and after-sales service influence consumer preference in the Indian gaming laptop market.
The study provides useful insights for gaming laptop manufacturers to refine product strategies, enhance customer satisfaction, and strengthen brand positioning. The research is limited by sample size and scope; future studies may include additional brands, a larger respondent base, and deeper analysis of specific performance-related attributes.