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Dawlance Brand Audit
1. Brand Inventory
“Dawlance is considered to be the most ‘Reliable’ & ‘Innovative’ brand among all home appliance brands in Pakistan. Among Top 2 ‘Top of mind (TOM)’ Brands in all product categories Dawlance is the 7th most Favorite brand in Pakistan.” __Dawlance.com History Dawlance is the Premiere Home Appliances Company in Pakistan with 30 years of history. The company began its operation in 1980 with the production of Refrigerators. Today, beside Refrigerators, Dawlance is producing Washing Machines, Chest Freezers, Vertical Freezers, and Split AC & Microwave Ovens. Over these years Dawlance has not only developed the largest dealer’s network but has also established the largest after sales service set-up across Pakistan. Dawlance United Refrigeration Industries Ltd. was established in 1980. It is the Largest Company in Pakistan engaged in appliance business. Dawlance stands for durable &reliable household appliances. Its refrigerator Factory is located in Hyderabad. The main Objectives are to provide dependable and reliable product at reasonable price to majority of Pakistanis and to enhance their quality of Life. Present Market Share of Dawlance product is: Refrigerators 65%, Washing Machines 35%, Microwave Oven 40%, Chest Freezers 45% Air Conditioners 15%. Established1980.Refrigerator Production 1981 Deep Freezer Production 1988 Deep Freezer Manufacturing Unit 1992 Launched RAC and No-Frost Ref. 1992 Launched WM and MWO 1995 Production of No-Frost Refrigerator 1996 Production of Aero-Design Series 1996 Production of Up-Right Freezer 1997 ISO 9001Certification 1999 Production of Washing Machine 2000ISO 14000 Certification 2001 USL Shops2001 Vision “To be the market leader in every of our products, nationally and regionally”
04 Factories 15 Warehouse 16 Sales branches 26 Company Owned after sales service center 3 . Corporate Belief Individual must be respected.We are committed. solidarity. Largest Company engaged in appliances business Customers: Up to Middle Upper Class of Pakistan Dawlance Company Structure Dawlance place structure in Pakistan. Development of our employee not only for the firm's benefit but to contribute to each employee personal growth. to serve quality electronic product to customer and being able to support our customers in times of their need is an essential part of our reliability culture. partners and employees. 2. 3. Major contributor in restoring Pakistani status and prestige. The customer must be given the best possible products and services. Business: Manufacturing and marketing of domestic appliances Market Position: Leader in household appliances in Pakistan. 4. Dawlance places its top priority on the satisfaction of human beings. trust and loyalty of our valued customers” Our mission is to design all Dawlance products in such a way that can withstand the most adverse climatic conditions in Pakistan. Corporate Responsibilities Advancing the standard of living in Pakistan by manufacturing reliable and affordable electrical products. discipline and dedication. The satisfaction of its customers. Mission “To win the utmost satisfaction. To reinforce value like harmony. 1. Excellence and superior performance must be pursued. Above every thing else. All our policies and approach towards work revolve around our cooperate belief. Implementation of first class production engineering.
5. Thick insulation provides cooling retention. Active Deodorizer ensures odor free storage Durable shelves . Fan ensures uniform circulation of cool air. 6. 4. Wide body design for maximum storage at eye level. 8. 6. 7. 165 Affiliated after-sales customer service work shop country wide 800 sales and service staff Product-Related Attributes 1. 2. 3. 5. storage & doubles the duration of 4 . 5 Pipe oil cooled compressor for faster cooling. Durable Reliable Slogan H-Zone Innovative style Reflect series refrigerator Touch operating button “D” sign Dawlance Brand Portfolio Dawlance include five different product category and their different brands… Refrigerator Category 1. H-ZONE Feature Health Light ensures bacteria free food preservation.can hold weight up to 60 Kg.
Monogram Series Feature 5 Pipe oil cooled compressor for faster cooling. 300. Wide body design for maximum storage at eye level. Warranty: 1 Year parts & 3 Years Compressor. Brown. 175. Durable shelves . Capacity: Size: 277 to 446 Liters. Thick insulation provides cooling retention for 4-5 hours in case of power failure. Grey 5. Reflection Series Feature Unbreakable & Scratch Free Glass. Warranty: 1 Year parts & 3 Years Compressor. Anti Fungus Gasket. Grey 4. Color: Stainless Steel Checkered Design. Thick insulation provides cooling retention for 4-5 hours in case of power failure. Stylish design adds glamour to your home. 5 Pipe oil cooled compressor for faster cooling. Color: Stainless Steel Checkered Design. Wide body design for maximum storage at eye level. Anti Fungus Gasket. 225. Capacity: Size: 277 to 446 Liters. Thick insulation provides cooling retention. Capacity: Size: 71. 5 . Wide body design for maximum storage at eye level. 2. 142. Capacity: Size: 149 to 446 Liters Warranty: 1 Year parts & 3 Years Compressor Color: Peach-Graphite. Nano Silver Technology. Aero-Designer Series Feature 5 Pipe oil cooled compressor for faster cooling. 320 Litres Warranty: 1 Year parts & 3 Years Compressor Color: Beige. Anti Fungus Gasket. Thick insulation provides cooling retention for 4-5 hours in case of power failure.can hold weight up to 60 Kgs. Anti Fungus Gasket. 3. Designer Feature 5 Pipe oil cooled compressor for faster cooling.
Metallic Gold. 15 Cubic ft Warranty: 1 Year parts & 3 Years Compressor Color: Beige. Anti Fungus Gasket. 6. Horizontal Refrigerator Feature Refrigerator plus Freezer Front drain Fan cooled condenser Thick insulation / Long cooling retention Rust resistant body Handle with lock Capacity: Size: 13. Vertical Freezer Feature Convenient drawer based design Organized Storage Trendy & Compact Design consumes 33% less floor space than Chest freezer Wide body / More usable storage Solid base drawers Convenient Defrosting Healthy storage with Nano silver based anti bacterial drawers Superior cooling retention due to 60mm thick insulation Powerful cooling with 5 pipe oil cooled compressor Capacity: Size: 10 Cubic ft Warranty: 1 year parts and 3 years Compressor 6 . Capacity: Size: 149 to 340 Liters Warranty: 1 Year parts & 3 Years Compressor Color: Galaxy silver. Grey 1.
H-ZONE Feature HEALTH ZONE FEATURES Pollution detector Ionizer that cleans and refreshes the air Big size compressor Faster cooling Evaporator Cleaning feature Filter clean warning system T3 technology that ensures proper cooling even at 52 C Higher air velocity & greater air flow Capacity: Size: 1 & 1. Profile Feature T3 technology that ensures proper cooling even at 52 C Higher air velocity & greater air flow 7 . 10. 13. 15 Cubic ft. Warranty: 1 Year parts & 3 Years Compressor Color: Beige.Color: Stainless Steel Checkered Design 2. Grey 1.5 ton Warranty: 1 Year parts & 3 Years Compressor Color: Metallic Silver 2. Deep-Freezer Single Door Feature Powerful cooling Front drain Fan cooled condenser Better cooling retention Rust resistant body Handle with lock Capacity: Size: 8.
leather bags. suitable for expensive clothes. Front load Feature Air Wash Feature that cleans with Ozone power without using water or detergent. pillows and comforters. stuffed toys. shoes etc Advance Heater Dryer gives you ready to iron clothes 8 . Designer Feature Latest trendy design T3 technology that ensures proper cooling even at 52 C Higher air velocity & greater air flow Big size compressor Faster cooling Capacity: Size: 1 & 1. Monogram Feature T3 technology that ensures proper cooling even at 52 C Higher air velocity & greater air flow Reliable performance Big size compressor Faster cooling Capacity: Size 1.5 & 2 Warranty: 1 Year parts & 3 Years Compressor Color: White 1.5 ton Warranty: 1 Year parts & 3 Years Compressor Color: White 4. Big size compressor Faster cooling Capacity: Size: 1 & 1. jackets. 1.5 ton Warranty: 1 Year parts & 3 Years Compressor Color: white 3.
Washer 9 . which saves time and energy Supersonic technology for greater washing effect Customized wash option 2 steps clean Child safety lock Digital control technolo Capacity: Size: 7 Kg Warranty: 1 Year motor and parts Color: White 2. Semi Automatic Feature Twin tub for greater convenience Two way washing mechanism Powerful pulsation gives strong washing effect One piece plastic body Strong overflow rinse Noise free operation Digital control technology Warm water wash Capacity: Size: 8 kg Warranty: 1 Year motor and parts Color: L-Grey Almond 4. One touch operation ease of use Supersonic technology for greater washing effect Tilt drum for convenience and economy Power resumption memory. which saves time and energy Supersonic technology for greater washing effect Customized wash option 2 steps clean Child safety lock Digital control technology Capacity: Size: 6 kg Warranty: 1 Year motor and parts Color: White with green lid 3. Top Load Feature One touch operation ease of use Power resumption memory.
Cooking King Series Feature Microwave power output: 700W Digital /Jog Wheel control Pull Door 7 Customized Recipes for Pakistani sweets 6 Microwave power settings Speed Defrost Child Lock Silver finish External Painted Steel Cavity Mirror Finish door window Turn Table: Ø 245 mm Built in Recipe 10 .Feature Space saving compact design Low noise and vibration free operation Powerful pulsation gives strong washing effect One piece plastic body Jumbo size washing tub Strong overflow rins Capacity: Size: 5 kg Warranty: 1 Year motor and parts Color: L-Grey Almond 1.
Food Processor: The combination of accessories and food processor that suits a typical Pakistan home IV. stylish and portable range of Vacuum Cleaner.1 Top Load (H-ZONE) 11 .Qalaqand Gajar Halwa Suji Halwa Zarda Kheer Creme Caramel Cocoa Delight Warranty: 1 Year parts Color: Silver fish 2. Vacuum Cleaner: Dawlance offers sleek.Slice Toaster with crumb tray for greater convenience 1. II. Toaster: 2. Juicer: Enjoy good health with Dawlance Juice Extracts V. Classic Series Feature Microwave power output: 700W Mechanical rotary controls 6 Microwave power settings Pull Door Quick start function Speed Defrost Cooking End Signal Silver finish external Warranty: 1 Year parts Color: White I. stylish and portable range of Dry and Steam Irons III. Iron: Dawlance offers sleek.
“Dawlance Vertical Freezer has user-friendly drawers / roll-out baskets that let the user store food in an organized way and according to the temperature requirements of each food item. 3 years compressor guarantee and 1 year chest freezer. has a revolutionary Air Wash feature that turns air into Ozone (O3) to sterilize.2 Vertical Freezer Dawlance the No. It is breakthrough innovation. leather jackets. school bags. business suits.1 home appliance brand of Pakistan has extended its product range with the addition of Vertical Freezers. Lower freezing temperatures of -18C0 ensure that the food is frozen in the shortest possible time and it maintains optimum food quality when used for cooking. Separate drawers act as a sealing agent between different types of food products. It is lunched Lahore. which need in any such type of appliances. 1. Made from high quality material. It provides its refrigerators. it has an environment-friendly polyurethane insulation with greater cooling retention property which helps in saving electricity compared to chest type freezers. October 14. It takes much less floor space compared to chest freezer and is aesthetically beautiful.Dawlance. Drawers with a solid front also make the storage area more enclosed. October 26. All the products. delicate women’s clothes and stuffed toys. Cleaning of vertical freezer is just as convenient as using it. which Dawlance market. Product Strategy: The object of Dawlance is to provide refrigerator to all people who fall in lower middle. 2010. but a better lifestyle. 12 .” 1. 1 home appliances brand of Pakistan recently Karachi. Both fast-paced lifestyle and a concern for better health among today’s home maker means they want the washing machine to provide more varied washing options and convenient cleaning solution in the shortest possible time. Dawlance revealed that people now expect much more from a washing machine than just washing of clothes. 2010 launched another product to enhance their category range. This machine. and free service in spare parts under normal use. kill bacteria and remove odor from products like cushions. middle. Dawlance has got products. The latest addition to H-Zone range is the Dawlance Automatic Washing Machine (Model # DWF-3500HZ). are durable enough and customer can keep on using them for quite many years without any problem. hand bags.This addition is not just a breakthrough in freezer technology. and upper middle class in this country such that most of the families should have refrigerators in their home because they enhance better quality of life. Dawlance believe that whatever they provide to their customers should be durable and reliable. a healthy storage solution and that too at an affordable price that will simplify the lives of many women who are tired of problems associated with chest type freezers. so less cold air escapes when you open the freezer. high heels.3 Dawlance Marketing Strategies i. apart from functioning as a regular automatic washing machine. Backed and verified through research. the no. gloves. which are as per international standards and carry all the basic features.
they give uniform margin to their dealers irrespective of whether he is big or small. One can get very easily their product in any city or small town of Pakistan. Besides. Dawlance ensures that its refrigerators are available almost in all appliances markets of Pakistan. Further. Dawlance has got qualified foreign-trained engineers in its team of after sale service and also properly trained technicians and supervisors who look after service centers and provide reliable quality after sales service to its customers.75% of their turnover. Due to satellite transmission and having multi-channels. they have got 34 franchise workshops to cover remote areas. It believes that their retail prices should be uniform all over the country irrespective of whether customers buy from Peshawar or Karachi. In order to maintain a uniform price all over the country. For this. He maximum delivery time incase stock is delivered from Hyderabad Factory is four (4) days. Wherever Dawlance dealer is. They are around 50% in total dealer and the rest are in best 25% of "C-class" dealers sell from 200 up to 399 units per year. They have got 80% penetration in dealer sector. their spending is more on consumer incentive schemes. it gives customer a direct benefit in shape of price reduction. In order to provide satisfactory 13 . Dawlance has got 17 its own service centers in different parts of country.ii. Since it pay them and there is direct relationship between sales and consumer. Dawlance has got various types of dealers according to their potential. Price Strategy: Dawlance has got a policy that their all product price should be the same in all cities and town in Pakistan market. They believe that print media and out door activity help them to reach to their target customer. there you'll find Dawlance workshop or either franchise workshop to take care of service need. 20% goes on TV. iii. where its service center doesn't exist. Dawlance bear freight cost and make their product available to their dealers irrespective of where they are located. 40% spending of their budget is Print Media. Distribution Strategy: Dawlance has got around 800 dealers all over the country. it does not pay one unless you have very huge budget to spend on this media. Promotion Strategy: Dawlance promotion budget is around 1. Around 25% of dealers are "A-class" dealers who sell over 1000 units and above per year. timely delivery of their product to the dealer is one of an important element in their success in Pakistan. 20% on out door activity and balance 20% on Sales Promotion activity. After Sale Service: Dawlance believes that after sales service is one of the most important elements of marketing mix and thus give due emphasize in providing quality after sale service to its refrigerator customers. "B-class" dealers are those dealers who sell from 400 units up to 999 units per year. iv. However if supply is given from closest warehouse then hardly it takes 2-3 hours time. They believe that. On promotion. These are service centers and franchise workshops cover almost 99% market of Pakistan. Dawlance bear transportation charges and make the product available at cost price at dealer premises.
even these are available with franchise workshops 1.6 Competitor Brand Analysis Whereas. Relatively LG refrigerator's parts are expensive comparative to locally make because LG imports spare parts from Korea and various other LG production centers. Vision Computer. offering the product in different ways when the competitors do. it is being planned and executed by LG. New Electronics/Karachi. five years compressor guarantee and one year free service in spare parts under normal use. Since they cater to upper middle and upper class. Dawlance is unique position in customer mind reliable. Product-wise price list enclosed in appendix for reference. For mobile phone. Since LG is a Korean brand and being imported from Korea. Now a days a good position of Dawlance in customer mind is H-zone. which are normally demanded by in developed countries. 1. like for TV.5 POP and POD POP Durable Compressor and warranty service Installation Services German technology Compressor Attractive Style New styles POD H-Zone Healthy environment Low electricity consumption Uniform pricing Strategy Segmentation of Distributor Health Light ensures bacteria free storage Anti Fungus Gasket 1. Since LG is a multi-national brand. It provides its refrigerators. As far as Advertising strategy of LG is concerned. therefore their 90% dealers are in big cities only. Although for different product they have got different agent. The market share of the company in refrigerator industry is around 65%. it has very advanced features. Korea through their Pakistan Office keeping in view their global approach and theme line. their spending on advertising is in such a way that their all product get promoted.4 Brand Positioning In Customer Mind Dawlance obtained a good position in the buyer because mind through better product and unique attributes. LG follows pricing policy in which their normal formula is import cost + reasonable gross profit to cover their marketing expenses and also give them reasonable profit. LG's objective is to provide world class product to upper class and upper middle class to enjoy real luxury in their life. honest and healthy/green environments. Chimera. Local Agent of LG simply gives advice and coordinates in its implementation. The company offer improved quality of products in the industry at an affordable price with high reliable branding. Whereas the LG pricing strategy is cost + fixed mark up to cover their GP. For computer monitor. LG also insures that whatever product they market should be durable enough which last quite many years and give trouble free service to their customers. price and quality.after-sales service. One of the reasons for being these parts expensive is that LG's local agent has to pay almost 70% of the product cost towards import 14 . Dawlance ensures that in its entire service centers sufficient inventory of spare parts is maintained.
and have simple designs which satisfy customers that’s why Dawlance have the advantage of having loyal customers. 15 . The condition of economy all around the world is not good and it is affecting the purchasing power and priorities of the customers. Dawlance is crossing at its growing stage and its growing quickly. The economic position of the Pakistan is also threats for Dawlance. Dawlance try to keep products innovative to attract the customers and to capture more market share. people are facing difficulties in satisfying basic and needs so how they can spend on electronics which is considered as luxury items. Through the innovation and green marketing concept in existing products it can attract more customers because at present it is behind the market leadership so to become a leader it has to make innovations to attract potential buyers and retain existing customers. sales tax and other import cost. Opportunities The electronic market is expanding rapidly which is a great opportunity for Dawlance to expand itself in new market and to capture more market share. so it has to work very hard to retain and attract customers. We can say that LG also believe in quality. And other is they are using local model in their advertising.duty. Dawlance are low focus on the brand ambassador and appearance style of refrigerator. after sale service to its customers and also considers after sales service as one of the important element of marketing mix.7 SWOT Analysis Strengths Dawlance is a Pakistan’s no 1 company and a recognized brand around the world. In Dawlance Corporation the research and development has given greater importance because to satisfy the customers and provide the customers what they want the research and development id required. Threats As the competitors of Dawlance are more dominant in the market and continuously improving their products so they can take away the existing customers of Dawlance. easy to use. It is producing solid products which rapidly satisfying the customers. Dawlance products are reliable. It also can expand its target market geographically and socially both by introducing new products in existing market and existing products in new markets. It has successful established. 1. This situation can affect the sales of the company. Its major competitor LG focuses on the Appearance style and impact of COO of foreign brand in Pakistan market. Weaknesses The big weakness of Dawlance is that it has very few competent employees mostly are not skilled and also there is no training and development concern for employees.
” “Peace. Typically the brand association for Dawlance might be “Reliable. Customer is well know about the Dawlance’s new H-zone product category in Pakistan and as well as in world. Dawlance.” “Imaginative. the no.Exploratory Section 2.” “Up-to-date.” “Trusted.” “High-quality. 1 home appliances brand of Pakistan recently launched another product to enhance their category range.” “Healthy zone.” 17 . 2.” “Affordable.” “Innovation. Brand Exploratory The brand exploratory is research activity conducted to understand what consumers think and feel about the brand and its corresponding product category to identify sources of brand equity.1 Customer Knowledge Dawlance. 1 home appliances brand of Pakistan recently launched another product to enhance their category range. the no.
Chef Gulzar will visit the winner’s house and cook their favorite recipe in Cook King BBQ Convection Microwave Oven. A lucky draw will be held and three lucky customers will be selected from each city that is Karachi. Dawlance enjoys good liaison with its dealers countrywide owing to its highly profitable business opportunities. Mostly Dawlance you local model in their ads.2. Rawalpindi and Faisalabad. its current slogan is more attractive to the people a key source of the customer mind. 2.3 Dawlance Ambassador Ambassador is the term Dawlance use to describe to its celebrity endorsers. Dawlance introduce H-zone technology on their mostly products like washing machine.4 Cook King Convection Dawlance has introduced a Consumer Scheme in order to create awareness among its customers about the cooking methods of Cook King Convection BBQ Microwave Oven.1 home appliance brand of Pakistan recently conducted an on-campus recruitment program at NED University to induct fresh engineers in the field of Electrical. 2. Lahore. vertical freezer and air conditioner.5 Dawlance Talent Program Dawlance.6 Mental Map Performance Innovative Ease Trusty Image Reliable Energetic Honest & Smart 18 . Now a days more power full equity source of the Dawlance is H-Zone its focus on green environment and healthy environment. Mechanical and Industrial & Manufacturing Sciences. Lucky First Buyers of Cook King BBQ Convection Microwave Oven will get a chance of becoming a host of Chef Gulzar at their homes. customer care and innovative ideas. It not harmful for natural environment. Its slogan have more reside place in consumer mind and strong favorable association with customer. 2. Electronics. The recruitment program was attended by 550 graduates of NED University. trust and reliability that have been cultivated over decades. 2. Dawlance is the leader in home appliances market because of their superior product quality. one of the most recognized reliable home-appliance brand in the Pakistan. the No.2 Source of Brand Equity The Dawlance name. Dawlance use the Chef Gulzar for their microwave oven category. Lucky First Buyers of Cook King BBQ Convection Microwave Oven will get a chance of becoming a host of Chef Gulzar at their homes.
2. customer delighted. power Confident decision.7 Customer based brand Equity Resonance Spiritual loving. Excitement Social Esteem Performance Technical satisfaction. sincere. Qualified Salience Home-appliance. Strong and fresh cooling. innocent. Honesty Healthy environment Feeling Prestigious. essence and promise of the brand which the company is offering Dawlance Brand Mantra 19 .8 Dawlance Mantra Brand mantra is the core association. Responsive Service Imagery Loyal & Middle Upper use. freshness. Judgment Durability.People Middle-upper Wealthy Status Spiritual-Relation Loving Caring Truth 2. loyal and top of the set mind. Caring. Low electricity consumption.
caring etc. generous. Strategic brand management recommendations 1. reliable. honest.Durable Reliable Style The some other core promise of the Dawlance have “Green Environments” and “spiritual love. Modernized advertising: Dawlance should be used modernized advertising on media and online. style.” 2. royal. strong. power. caring. Advertising should be shows self status because mostly people in Pakistan focus on their prestigious and esteem for high involvement product.9 Brand associations Mostly customer in the market associate because Dawlance brand with the loyalty. 20 . healthy.
4. 3. Rapidly Grow H-zone: Company should want to rapidly enhance their unique and green zone concept for stronger brand building. Celebrity Use in Advertising: Dawlance should use the any more credible and trust celebrity/personality instead of local model use. Appearance Style: Dawlance should be more focus on the appearance and outlook style of their refrigerator like their sub brand of refrigerator “Reflect Series” introduce rapidly new appearance style appearance.2. 21 .
Exploratory Research Frequency tables Brand Audit 22 .
I like service of the Dawlance Brand.0 8.0 29.0 9.0 Valid Percent 2.0 89.0 91.0 42.0 19.0 37.0 8.0 51. Cumulative Frequency Valid 1 2 3 4 5 Total 2 18 51 18 8 3 100 Percent 2.0 4.0 Percent 30.0 51.0 23 .0 100.0 8.0 100.0 91.0 42.0 18.0 3.0 100.0 Percent 2.0 72.0 5.0 96.0 Percent 1.0 19.0 29.0 100.0 16.0 100. Cumulative Frequency Valid 1 2 3 4 5 Total 30 42 19 5 4 100 Percent 30.0 46.0 3.0 9.0 100.0 Valid Percent 1.0 18.0 8.0 Valid Percent 30.0 18.0 75.0 9. How much you agree with prices of Dawlance brand? Cumulative Frequency Valid 1 2 3 4 5 Total 1 8 37 29 16 9 100 Percent 1.0 100.0 18.0 16.0 5.0 71.0 100.0 37.0 6.0 97.4. I like physical design of Dawlance brand.0 20.0 4.0 100.0 5.
Cumulative Frequency Valid 1 2 3 4 5 Total 1 35 44 6 13 1 100 Percent 1.0 8.0 1.0 44.0 100.0 100.0 6.0 4.0 Percent 1.0 100.0 Percent 30.0 100.0 35.0 Valid Percent 36. I trust on Dawlance products.0 94.0 Percent 36.0 13.0 100. I feel comfort after purchasing Dawlance.0 100.0 Valid Percent 1.0 1.0 99.0 80.0 44.0 13.0 45.0 5.0 13.0 13.0 35.0 78.0 24 .0 Valid Percent 30.0 1.0 99.0 48.0 88.0 10. I like reliability of Dawlance brand.0 100.0 86.0 100.0 6.0 1.0 36.0 9.0 48.0 8.7.0 4.0 100.0 81.0 10.0 8.0 45. Cumulative Frequency Valid 1 2 3 4 5 Total 30 48 10 8 4 100 Percent 30.0 5.0 96. Cumulative Frequency Valid 1 2 3 4 5 Total 36 45 13 5 1 100 Percent 36.
0 24.0 12. I like Dawlance because it is Pakistani brand. Dawlance is honest with me.0 64.0 96.0 40.0 25 .0 97.0 16.0 76.0 50.0 28. Cumulative Frequency Valid 1 2 3 4 5 Total 40 24 12 16 8 100 Percent 40. Dawlance is charming for me.0 5.0 60.0 31.0 3.10.0 91.0 100.0 24.0 Percent 20.0 100.0 8.0 100.0 Valid Percent 40.0 Valid Percent 20.0 Percent 40.0 8.0 4.0 8.0 Percent 11.0 40.0 100.0 89.0 5.0 100.0 100.0 Valid Percent 11.0 92.0 100.0 28.0 8.0 100.0 16.0 12.0 3.0 12.0 4. Cumulative Frequency Valid 1 2 3 4 5 Total 11 50 28 8 3 100 Percent 11. Cumulative Frequency Valid 1 2 3 4 5 Total 20 40 31 5 4 100 Percent 20.0 100.0 11.0 50.0 31.0 61.
0 42.0 11.0 25.0 86.0 68.0 Percent 26.0 4.0 90.0 4.0 32.0 96.0 100.0 6.0 25.0 42.0 13.0 49.0 100.0 11. Cumulative Frequency Valid 1 2 3 4 5 Total 2 10 20 32 11 25 100 Percent 2.0 10.0 32.0 12.13.0 Valid Percent 26.0 14.0 1.0 1. I will certainly buy Dawlance products in the next six months.0 100.0 100. Cumulative Frequency Valid 1 2 3 4 5 Total 24 49 17 6 4 100 Percent 24.0 13. I am fully satisfied with Dawlance brand.0 20.0 100.0 99.0 17.0 6.0 Valid Percent 2.0 49.0 15.0 32.0 17.0 Valid Percent 24.0 75.0 Percent 24.0 100.0 73.0 100.0 20.0 10.0 Percent 2.0 100.0 100.0 26 . You recommend Dawlance brand to your friends and family.0 64.0 18. Cumulative Frequency Valid 1 2 3 4 5 Total 26 42 18 13 1 100 Percent 26.0 18.
6% customers are more loyal with Dawlance and resonance stage and at every condition they want the Dawlance Brands. living thing and choose the Green Color. 25% people like due to its technological performance and features.18% people have second position. wealthy. 50% people have first position position of the their evoke set .dawlanc.14% third position. And 22% consumer are also loyal but not at the resonance stage.schiffman 27 .Finding of Research In our sample size 48% currently using the Dawlance brand and satisfied it current services.uk www. respect and have your own authority and power and like Blue color.cranfield. natural. 11% people have at fourth position in their evoke set and 7% contains fifth position. 16% people like brand and associate the personality of the sophistication. 11% percent people like due to price and satisfied. caring. power. 14% like Dawlance because they think Dawlance is secure. 30% like due to brand name a prestigious name.com www. easy going. 23% Dawlance consumer associate and like because Dawlance is regal. 16% like due to its appearance style of Dawlance products.acch. 18% consumer like Dawlance brand due to its warranty/installation service.pk Strategic brand Managements by Kevin lane Keller Consumer behavior by Leaon G. 46% people like the Dawlance refrigerator performance and benefits and 21% consumer like the freezer of the Dawlance. stately and royalty and like the Gold and Silver Color. Dawlance Personality is like Sincerity Reference www. mystery and they like Black color.pel.ac.com. 20% mostly people like the brand because it’s like command.
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