Disk boot failure insert system disk and press enter

[liverpoolfc321]

My friend bought a new PC and needed to put am OS on it. He put in the W7 disk and the error message 'disk boot failure insert system disk and press enter' appeared before installation was shown. He has tried changing around BIOS and it also recognises the hard drive and DVD/ CD ROM drive. Any ideas?
Here is the specification he was given:
Case : CIT Reaper Black Mesh fronted Tower Case
Motherboard : Gigabyte 78LMT Motherboard Technology
CPU : AMD Bulldozer FX 4170 4.2ghz 8mb Cache
Hard Drive : 1tb Sata Hard Drive
Memory : 8gb DDR3 1600mhz Memory
Optical Drive : 24x Dual Layer Sata DVD Writer
Graphics Card : Nvidia Geforce GTX 650 2gb GDDR5 With HDMI
Power Supply : 750 Watt Branded Power Supply

Also, he has tried booting BIOS in different order

 

[Skippy27]

Can you hit F9 (or possibly some other key) to bring up boot options?

Do you hear the CD/DVD spin at all when you turn it on as though it is trying to read the drive?

Is the W7 disk an actual MS 7 disk or a copy or some other version?

 

[noidea_77]

The W7 disk he is using is not bootable. Get a genuine DVD or at least a bootable copy.

 

[thently]

I think Skippy is on the right track try hitting f12 a bunch of times right after you see the bios splash then it should give you the option to pick cd/dvd as boot device and the drive will spin up. you will get a message saying to boot off cd hit a button but it will only say that for like 5 seconds so you gotta hit a key fast. Then you should be good to go.

Thent