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tly, to understand key research issues by a literature review. The literature search will establish the main issues in this field to set the right direction for the study

Secondly, to find out consumers' brand preference among the four main players in Taiwan's notebook PC market by carrying out questionnaire.

Finally, to identify and evaluate consumer perceptions of HP's existing brand identity and communication methods.

Methodology

There are two views of the management research process: positivism and phenomenology. Positivism believes in the generalisation of research that aims to capture the rich complexity of social situations whereas phenomenology agues that a given business situation is complex and unique and generalisation is not of crucial importance.

The philosophy of this research is a mixture of the two. It is focused on trying to understand consumers' preference among the four main notebook PC brands in Taiwan and exploring whether these preferences were influenced by HP's branding and communication strategy.

This research consisted of primary data collection: qualitative (focus group) and quantitative (questionnaire) methods as well as secondary data collection. Moreover, the literature review will cover the developments on consumer behaviour, branding and marketing communication.

Since this research examines consumer perceptions and preferences about notebook brands in the Taiwan market, a focus group interview is likely to provide an understanding of the most important factors that influence consumer behaviour in this industry.

Self-administrated questionnaires that are completed by respondents were employed in this research. Otherwise, because of time constraints and to ensure effective data collection from consumers in Taiwan, the online questionnaire was designed and developed with a Chinese language version.

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