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Overview of Legend Legend Group Limited is a diversified IT company in China with brand Lenovo providing advanced IT products and services from computer products mobile handsets digital products to corporate IT solutions The history of Legend goes back to 1984 in which Institute of Computing Technology Chinese Academy of Sciences established the Group by 20000 RMBs and 11 scientists By 2002 Legend Group Limited which once existed only as a wholesale distributor for US and European brands had become the largest IT Corporation in China Its annual turnover has exceeded 202 billion HK dollars and its computers have been the best selling brand for seven consecutive years in China since 1996 and the best seller in the Asia Pacific region excluding Japan for three consecutive years since 2000 In 2002 the market share of Legend computers has reached 273 in China according to International Data Corporation and 124 in Asia Pacific market The sales of Legend computers from 1990 to 2000 unit thousand Source httpwwwlenovocomAboutlegendaboutuslegendreviewshtml The two main types of Legend computer are computers for consumer and business Ten years ago Legend launched its computer for consumer which initially introduced the different concepts of computers for consumer and business in China Shortly Legend occupied the top position in both market Last year Legend led the notebook PC market again by selling first consumer notebook PCs Tianyi series Y300 AY800 AY510 and Y160 In November Legend launched a new consumer notebook PC Tianyi S180 with innovative and fashionable appearance attracting young office ladies tightly and achieved great success in new segment The victory of the new notebook PC displays the successful marketing strategy of Legend Group Limited Customer behaviours Consumers in notebook PC market will examine all kinds of notebook PCs for long time before they make a decision The factors influencing buying decision process mainly are cultural factors social factors and psychological factors CULTURAL FACTOR Nowadays in most Chinese cities some
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