Professional Documents
Culture Documents
List of Tables………………………………………………………………………I
List of Figures…………………………………………………………………....VI
Abstract…………………………………………………………………………VIII
Chapter 1- Introduction
III
Chapter II – Literature Review
IV
Chapter V- Research Methodology
7.3 ..............................................................................36
V
List of Tables
Chapter I
Chapter VI
VI
List of the Figures
Chapter VI
VII
CHAPTER I
Introduction
The term “brand” “derives from the Old Norse ’brandr’ meaning ’to burn.’7 The
use of the term evolved in Middle English to the practice of “marking permanently
with a hot iron,” a practice used for the marking of cattle and livestock. The
practice of branding consumer things with a name, some picture or logo is however
much older and has been part of economic exchange since the invention of papyrus
in early Egypt and of paper in the Western Zhou Dynasty of China needed to make
posting signs (Landa, 2006). The identity of the brand differs the product from
others of the same category and enabled buyers to appraise its origins and value
before purchasing the particular brand. Recovered from the ruins of Pompeii,
preserved loafs of bread carried markings, made with so-called bread stamps, to
signify the origin of its maker and its quality, providing a demonstration of the use
of branding as early as AD 79. The branding of bread was also used in medieval
Europe to enforce regulation of its quality. In 1931, the American Marketing
Association formally defined a brand as a “word, letter, group of words or letters
composing a name, a design, or a combination of these which identifies the goods
or services of one seller or group of sellers and/or distinguishes them from those of
competitors” (Committee on Definitions, 1935). But a brand is more than the
product it identifies “because it can have dimensions that differentiate it in some
way from other products designed to satisfy the same need. These differences may
be rational and tangible – related to product performance of the brand - or more
symbolic, emotional, and intangible – related to what the brand represents.”
(Keller, 2012) Brands are estimated to be highly valuable assets. According to
industry expert Interbrand, the top 100 most valuable global brands represented a
joint value in excess of $1.7 trillion in 2015. Of these, CPG brands represent 21 of
the world’s 100 most valuable brands, with a combined value of $259 billion. The
“brand value” or commercial value of a brand’s underlying trademark to the firm
that owns the mark can be a large and important intangible asset. While it is widely
believed that brands create important barriers to entry and help sustain supernormal
profits (e.g. Bain 1956; Demsetz 1982; Schmalensee 1982a, 1983),
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the measurement of brand value is challenging in practice. The commercial value
to a firm of owning the trademark to a brand is ultimately defined relative to a
counterfactual (Goldfarb, Lu, and Moorthy, 2008): what are the net present value
of a firm’s factual equilibrium profits versus what would have been the firm’s net
present value of equilibrium profits but-for the brand.
There has been a long standing process from marketers and their lot of analysis to
understand how customers form their preferences and according to their interest
toward a specific brand. Brand preference is closely related to brand choice that
can facilitate consumer decision making and activate brand purchase. Knowing the
pattern of consumer preferences and their taste over the years across the population
is a severe input for designing and developing innovative marketing strategies. It
also uncovers the heterogeneity of consumer choices leading to efficient market
segmentation strategies. However, foreseeing consumer’s preferences & choices
between brands is not an easy task as we all know that their preferences changes
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with the time. Most of the early models focused on brand attributes in preference
construction (e.g. Fishbein, 1965). Thus the evolving marketing strategies
concentrate on analyzing and communicating information or exchanging their
views about product attributes. Although these cognitive responses derived from
beliefs about brand attributes are important in building preferences, there are other
emotional responses (e.g. elaboration likelihood model-1982), social influences
(e.g. extended Fishbein model) that can influence brand preferences. It is observed
that consumers can have an already established preference or taste and refer to the
brand attributes that confirm their preferences and choices. In addition, this
traditional cognitive view that deemed consumer as rational decision making had
been shifted to the experiential view focuses on the emotional, cognitive, symbolic
responses of consumption (Holbrook and Hirschman, 1982). This shift echoed the
changes that organisations have moved from concentrating on attributes and
features toward creating & innovative experiences to their customers. Brands are
no longer bundles of functional characteristic but are means of providing
experiences (Schmitt, 1999). Moreover, these experiences were hyped to be an
important driver in building brand preferences & choices. This study adopts the
experiential view in studying the relationship between brand experience and brand
preference. It will identify how brand experiences can build consumer’s
preferences toward certain brands directly or indirectly by affecting the brand
associations and brand personality. This paper is organised in three sections as
follows; firstly, discuss the concept of brand preference, model of formation, and
the previous studies. Secondly, the conceptual framework, and finally, the research
design. Based on the previous experience with the product consumer will choose it
rather than competitors of its availability. Organisations with products at the brand
preference stage are at favorable position in competition their industry since the
brand preference results in brand loyalty organisations more market share.
Earlier reviews on brand preference can be divided into two stages: the main
group is for studies analyzed the effect of shopper related variables. They
concentrated on the effect of social, social, mental and individual components of
shoppers. The principle discoveries of this group revealed the discovery that
adjustments in shoppers' way of life can bring about changes in their image
preference. The purchasers' identity attributes and values are likewise thought
concern on marketing and promotion. One of the major discovery of these studies
is that the brand attributes, plus other brand factors such as perceived value have a
significant impact on brand preference. In addition, the introduction between the
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self-image and brand-image; the self-image congruence has shown to be very
important in brand preference building.
The target customer might like the product but not prefer it to others. In this
case, the communicator must try to build consumer preference by promoting
quality, value, performance and other features. The communicator can check the
campaign’s success by measuring target customer preference after the campaign.
The following are the types of preference.
Homogeneous Preferences ·
Diffused Preferences ·
Clustered Preferences
Heterogeneous Preferences
A market where the entire customer have roughly the same preference. The
market shows no natural segments. We would forecast that existing brands would
be same and spectrum around the middle of the measured scale in both good and
creamy.
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1.6.2 Diffused Preferences
The market might reveal diffrerent preference clusters called natural Market
Sectors. The first firm in this market has three choices. It might position in the
center hoping to appeal to all groups. It might position in the largest market sector.
It might develop & build many brands, each positioned in a different sector if the
first firm developed only one brand and arc rivals would enter and introduce
brands in the other segments.
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1.7. FACTORS INFLUENCING CONSUMER PREFERENCE
A consumer’s purchasing preference is influenced by cultural, social,
personal and psychological factors.
Table No.1
Classified Factors Influencing Consumer Preference
A) Culture
Culture is the different way of life of people and it is the most primary
determinant of a person’s needs and behavior.
B) Sub – Culture
Each culture consists of smaller sub – cultures that provide more specific
identification and socialization for their people who truly believes in it. Sub –
Cultures include nationalities, religious, racial groups and geographic regimes.
C) Social Class
Sociology points out the relationship between social class and consumption
patterns. As a predictor of consumption patterns, marketing management is
familiar with social classes. Customer’ buying preference is determined by the
social class to which they belong or to which they aspire, rather than by their
income alone, Broadly speaking, we have three different social classes: upper,
middle and lower classes. Customers belonging to middle classes usually stress
rationality, exhibit greater sense of choice making, whereas customers of lower
classes have essentially non-rational buys and show limited sense of choice-
making. The three social classes will have distinctive in the stores they patronize,
the magazines they read and clothing and furniture they select. Social classes may
act as one criterion for market segmentation. Psychographic or life style
consideration combines behavioral reasons-both-person centered and situation
centered – for purchasing and consuming goods. The idea of 93 social class is now
elaborated further into a new concept called psychographics which can display
better evaluation of customer preference.
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Social Class is not determined by a single aspect such as income but is scaled as a
combination of occupation, income, education, wealth and other aspects.
9
a) Reference Groups are classified into two groups
Primary Groups:
Such as family, friends, neighbors, and co – worker’s with whom the person
communicates fairly continuously and informally.
Secondary Groups:
Such as religious, professional and trade union groups which tend to be more
formal and require less continuous chit chat.
B) Family
Most customers belong to a family group. The family can exert considerable
influence in shaping the pattern of consumption and indicating the decision-
making roles. Personal values, attitudes and buying habits have been shaped by
family influences. The members of the family play different roles such as
influencer, decider, purchaser and user in the buying process. The housewife may
act as a intermediates (gatekeeper) of products that satisfy wants and desires of the
children. Marketer is interested in four questions relating to family purchases:
There might be four unique individuals or just a single individual from the family
doing every one of the four exercises. For most items, the housewife (in all urban
communities) is the principle purchasing operator 96 for arrangements and staple s.
Advertising strategies with respect to item, advancement and channels of
appropriation are affected by the relatives making real buys. On the off chance that
adolescents and youngsters are chiefs, promoting projects will give unique
fascination like premium with the items. Publicizing advance will be dictated by
men, ladies or kids going about as the genuine chiefs in family buys.
B) Economic Circumstances
Product choice is greatly affected by economic conditions, like income,
savings and assets, debts borrowing power, and attitude toward spending and
saving.
C) Occupation
A man's consumption example is likewise impacted by his or her occupation.
A blue – collar specialist will purchase work clothes, work shoes, lunch boxes, and
rocking the bowling alley amusement. An organization president will purchase
costly suits, air travel, nation club participation and an expansive sailboat.
Marketers attempt to recognize the word related groups that have better than
expected enthusiasm for their items and administrations. An organization can even
specialize its items for certain word related groups. PC programming organizations
plan distinctive items for brand supervisors, specialists, legal advisors, and doctors.
D) Life Style
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Life style is the person’s pattern of living in the world showed in activities,
interests, and opinions. Life style covers something more than the person’s social
class or personality. The technique of measuring life styles is known as
psychographics. It involves measuring the major dimensions. The life – style
concept when used carefully, It can help the marketer gain and determining of
changing customer value and how they affect buying behaviour.
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CHAPTER II
Literature Review
2.4. Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005) had concentrated on to
gauge the impacts of consumer loyalty and trust on client unwaveringness, and the
immediate and circuitous impact of "exchanging expense" on client steadfastness.
The discoveries of this review demonstrate that the exchanging cost figure
straightforwardly influences devotion, and has an arbitrator impact on both
consumer loyalty and trust
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2.5. Jonathan, Lee ,Janghyuk, Lee and Lawrence, Feick, (2001) examined that
directing part of exchanging expenses in the consumer loyalty dependability
connect; and to distinguish client portions and to hold them. In this way the reasons
for this paper are: to inspect the directing part of exchanging expenses in the
consumer loyalty faithfulness connect; and to distinguish client portions and
afterward dissect the heterogeneity in the fulfillment unwaveringness interface
among the diverse sections. An observational case in view of the cell phone benefit
showcase in France demonstrates bolster for the directing part of exchanging
expenses. Administrative ramifications of the outcomes are talked about.
2.6. The Dream Catchers Group (2008) researched if statistic factors or if phone
highlights included on telephones understudies effectively possessed were
prescient of youthful purchasers' impression of packaged components. Also, this
concentrate embarked to decide whether there were any huge contrasts in
understudies' impression of packaged elements crosswise over statistic factors
(provincial opposite HBCU, sexual orientation, review level, cell phone brand,
major, and age).
2.8. Rodolfo Martínez Gras ; Eva Espinar Ruiz (2012) highlight another
measurement in data and innovation concerning young people in spain. The
primary goal of this article is to break down the connection amongst Information
and Communication Technologies and Spanish young people. In particular,
analysts have concentrated, through subjective strategy, the qualities of
adolescents' get to and employments of mechanical gadgets. furthermore,
investigated the reasons that spur the usage of Information and Communication
Technologies, highlighting a cozy connection amongst advances and companion
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correspondence and stimulation. Despite what might be expected, there is an
under-usage of every one of these gadgets for instructing and learning purposes.
2.10. Nasr Azad ; Ozhan Karimi ; Maryam Safaei (2012)had exhibited an exact
review to explore the impacts of various advertising endeavors on brand value in
portable industry. The outcomes demonstrate that there is a positive and significant
connection between advertising blend endeavors and brand value. As it were, more
promotions could help better market presentation, which implies clients will have
more mindfulness on market attributes. Among every single blended exertion,
ensure impacts more on brand value, which implies customers mind more on item
benefits than different elements. At long last, among various attributes of brand
value, item selectiveness assumes an imperative part. As it were, individuals are
occupied with having selective item, which is unique in relation to others.
2.11. Nasr Azad ; Maryam Safaei (2012)states that there are many confirmations
to trust that clients select their items in light of brand name. Items likewise keep up
their own qualities, which make them differentiable from others. In this paper,
specialists have introduce an observational review to decide imperative elements
impacting clients' obtaining expect for PDAs in capital city of Iran, Tehran. The
aftereffects of the review demonstrate that there are some positive connections
between selective name and quality recognition, between restrictive name and
verbal ad, between quality discernment and devotion, between informal promotion
and brand name and between brand name picture and brand name.
2.13. Sany Sanuri Mohd. Mokhtar; Ahmed Audu Maiyaki ; Norzaini bt Mohd
Noor (2011) investigates the connection between administration quality and
consumer loyalty on client unwaveringness with respect to cell phone utilization
among the postgraduate understudies of a college in Northern Malaysia. The
outcomes demonstrate that both administration quality and consumer loyalty
altogether influence the level of client dependability of cell phone clients in
Malaysia. It was subsequently, prescribed that portable specialist organizations
ought to give careful consideration to their administration quality and the elements
that drive consumer loyalty.
2.14. Shakir Hafeez ; SAF Hasnu (2010) states that Customer fulfillment is a
urgent component for the accomplishment of all organizations. One of the greatest
difficulties for a market is the means by which to fulfill and hold the clients. This
review depends on Mobilink's prepaid clients. The discoveries recommend that
general consumer loyalty and client unwaveringness is similarly low among the
clients of Mobilink. The Customer steadfastness in Pakistan's versatile part is
generally low since it is a developing industry, new players are entering in this
market and clients are more interested to attempt the new specialist organizations.
In any case it is normal that when the business will be entrenched, the outcomes
will be more practically identical to different reviews.
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2.16. Harsha de Silva, (2011), for the most part demonstrates that appropriation of
(basically) cell phones has noteworthy advantages not simply to the adopter, but
rather to the group on the loose. In this unique circumstance, the target of the
present article is to analyze, from a client point of view, the impacts (and also the
exchange of these impacts) on cell phone appropriation by the poor in a chose set
of nations in the rising Asian locale.
2.17. Brenda, Mak, Robert Nickerson and Henri Isaac (2009),investigates the
elements influencing the demeanors towards the social acknowledgment of cell
phones in broad daylight places and how this disposition influences its use Results
of the investigation show that the states of mind about cell phone use in broad
daylight places rely on upon nation, and age elements. This state of mind thus
essentially influences the utilization recurrence of cell phones. What's more, use
recurrence additionally is influenced by gender and work status.
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CHAPTER III
Objectives of the Study
19
CHAPTER IV
Executive Summary
20
CHAPTER V
Research Methodology
21
CHAPTER VI
Data Analysis & Interpretation
Table No.1
MALE 26 26
FEMALE 24 24
26.5
26
25.5
25
Graduate
24.5 Post Graduate
24
23.5
23
Male Female
Figure 1.0
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6.1. Interpretation:
The graphical representation of the table shows that out of the 100
Respondents,
26 were male and 24 were female for Graduate & 26were male and 24 were female
for Post Graduate .
Q-2.Educational Background
Table No.-2
PARTICULARS Graduate PARTICULARS Post Graduate
BBA 25 MBA 25
BAMC 25 PGDM 25
30
25
20
15 Graduate
Post Graduate
10
0
BBA BAMC MBA PGDM
Figure 2.0
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6.2. Interpretation:
The graphical representation of the table shows that out of the 100
Respondents,
25were from BBA and 25 were form BAMC & 25were from MBA and 25 were
form PGDM .
24
16
14
12
10
8 Graduate
Post Graduate
6
0
iPhone Samsung HTC Motorola Oppo
Figure 3.0
6.3. Interpretation
Out of the 100 respondents, 5 are using the iphones, 15 are using the Samsung,
10 are using the HTC, 5 are using the Motorola , 15 are using the Oppo by the
Graduates students & 10 are using the iphones, 15 are using the Samsung, 10 are
using the HTC, 5 are using the Motorola , 10 are using the Oppo by the Post
Graduates students .
Q-4. Latest Mobile features which you are aware of
(Tick any one According to you)
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Table no. 4
Sr.No. Latest Mobile Graduate Post Graduate
facilities which
you are aware of
1 4G 50 50
2 3G NA NA
3 VIDEO CALL NA NA
4 INFRARED NA NA
Total 50 50
60
50
40
30 Graduate
Post Graduates
20
10
0
4G 3G Video call Infrared
Figure 4.0
6.5. Interpretation:
The graphical representation shows that out of the 100 respondents. 50
students are aware of Latest Mobile facility is 4G by the Graduates and Post
graduates.
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Q-5. What are the reasons for using this mobile hand set?
Table No.5
25
20
15
Graduate
10 Post Gradutaes
0
4G Just to talk on it Receive Email Download files Camera
& SMS
Figure 5.0
6.6. Interpretation
Out of the 100 respondents 15 students need the 4G feature in their phone,10
students just to talk on it,10 students to receive the Email & SMS,15 students for
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camera feature reasons for using this mobile hand set by the graduates and 20
students need the 4G feature in their phone 10 students just to talk on it,10 students
to receive the Email & SMS,10 students for camera feature reasons for using this
mobile hand set by the Post graduates.
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30
25
20
Graduate
15 Post Graduates
10
0
Less than 1 year 1-2 years 2-4 years Above 4 years
Figure 6.0
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6.7. Interpretation
Out of the 100 respondents 30 are using for less than year, 10 are using for 1 -
2years, 10 are using for 2-4 years by the Graduates students & 20 are using for less
than year, 15 are using for 1 - 2years, 15 are using for 2-4 years by the Post
Graduates students.
29
35
30
25
20
Graduates
15 Post Gradutae
10
0
Less than 1 Year 1-2 Year 2-4 Year Above 4 Years
Figure 7.0
6.8. Interpretation
Out of the 100 respondents 30 are using for less than year, 10 are using for 1-
2years, 10 are using for 2-4 years by the Graduates students & 20 are using for less
than year, 15 are using for 1- 2years, 15 are using for 2-4 years by the Post
Graduates students.
Q-8. Which is your favourite brand in Mobiles?
Table no.8
S.No. Favourite brand Graduate Post Graduate
1 iPhone 20 15
2 Samsung 10 10
3 HTC 10 10
4 Motorola 2 5
5 Oppo 8 10
6 Any other NA NA
30
25
20
15
Graduates
Post Graduate
10
0
I Phone Samsung HTC Motorola Oppo
Figure 8.0
6.9. Interpretation:
Out of the 100 respondents, the favourite brand 20 are saying the iphones, 10
are saying the Samsung, 10 are saying the HTC, 2 are saying the Motorola , 8 are
saying the Oppo by the Graduates students & the favourite brand 15 are saying the
iphones, 10 are saying the Samsung, 10 are saying the HTC, 5 are saying the
Motorola , 10 are saying the Oppo by the Post Graduates students.
Q-9. Why do you like the brands you chose above?
(Tick any one According to your Preference )
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Table No.9(By Graduate)
Brands iPhone Samsung HTC Motorola Oppo
Advertisement 15
Appearance
Price 10
Functions 3
Quality
Brand Image 20 2
Service
25
20
iPhone
15
Samsung
HTC
10 Motorola
Oppo
0
Advertisement Brand Image Price Function
Figure 9.0
6.10. Interpretation:
Out of the 50 respondents, 20 like the brand image of I phone, 10 like the
price of Samsung, 2 like the brand image HTC,3 like the function of Motorola, 15
like the Oppo advertisement most by the graduate students.
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Q.10 What is the Brand image between the participants?
Table No.10(By Post Graduate)
Brands iPhone Samsung HTC Motorola Oppo
Advertisement 10
Appearance
Price 10
Functions
Quality
Brand Image 25
Service 5
30
25
20
Iphone
15
Samsung
HTC
10
Motorola
5 Oppo
Figure 10.0
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6.10. Interpretation:
Out of the 50 respondents, 25 like the brand image of I phone, 10 like the
price of Samsung, 5 like the Service HTC, 15 like the Oppo advertisement by the
Post graduates students.
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CHAPTER VII
Conclusion
7.1. Summary and Conclusion:
I Phone is the most favourite brand of the college student for both graduates
and post graduates. 30% student change their mobile phones within 1year by
graduates students. 20% student change their mobile phones within 1year by
post graduates students. 30% students are using the mobile phones since last 1
to 2 years by the graduates. 20% students are using the mobile phones since
last 1 to 2 years by the post graduates. 20% students are ready to pay for a
mobile phone 10,001 to 20,000 by the graduates. 25% students are ready to pay
for a mobile phone 10,001 to 20,000 by the post graduates.20% students like
the I Phone advertisement most of graduates and 25% like by the post
graduates.
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7.3 Reference:
MARKETING MANAGEMENT – P. KOTLER
PERCEPTION OF SELF AND BRAND PREFERENCE - YAU PIN LEE
A STUDY OF BRAND PREFERENCE -REHAM SHAWKY EBRAHIM
RESEARCH METHODOLOGY - C.R.KOTHARI
Web Resources:-
www.google.com
www.wikipedia.com
www.scribd.com
Wikipedia.com
Times.com
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