A

PROJECT REPORT ON
EFFECTS OF BRANDING ON CONSUMER PURCHASE
DECISION IN CHANDIGARH

SUBMITTED TO
IN PARTIAL FULFILLMENT FOR
AWARD DEGREE OF A BACHELOR
OF BUSINESS ADMINISTRATION

SESSION [2018 -2021]

SUBMITTED TO : PROFESSOR MR RAJESH

SUBMITTED BY : DEEPAK MAHAJAN
Department of Professional studies
PUPIN : 18045528

POST GRADUATE GOVERNMENT COLLEGE SECTOR 11

CHANDIGARH
PUNJAB UNIVERSITY , CHANDIGARH
 CERTIFICATE

It is certified that Mr DEEPAK MAHAJAN is a student of BBA 6 semester of

POST GRADUATE GOVT COLLEGE SEC 11,CHANDIGARH . has completed
his project was in marketing entitled (effects of branding on consumer purchase
decision in Chandigarh ) under the success guidance of Professor .
MR .RAJESH SIR . We wish him good luck for the future.

DEPT. OF PROFESSIONAL BY - DEEPAK MAHAJAN

STUDIES BBA 6 SEM
18045528
PGGC 11 CHANDIGARH
 DECLARATION

I hereby declare that this project report entitled " EFFECTS OF BRANDING
ON CONSUMER PURCHASE DECISION IN CHANDIGARH " is a bonafide
work done by me and submitted to PGGC 11 for the award of the degree of
bachelor
. of business administration . the results embodied in this project
have not been submitted to any other university or institution for the award
any Degree/Diploma certificate or published any time before.

PLACE- CHANDIGARH DEEPAK MAHAJAN

ROLL NO: 3469/18
DATE - JUNE 6, 2021
PUPIN: 18045528
 AKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and organisations. I
would like to extend my sincere thanks to all of them.
I am highly indebted to PROF. RAJESH for his guidance and
constant supervision as well as for providing necessary information regarding
the project and also for their support and completing the project.
I would like to express my gratitude towards Head of Department and other
teachers of PGGC 11 College for their kind co-operation and encouragement
which help me in completing of this project. I would like to express my special
gratitude and thanks to Chandigarh city persons for giving me such attention
and time.
My thanks and appreciations also go to my colleague in developing the project
and people who have willingly helped me out with their abilities.

DEEPAK MAHAJAN
BBA 6 SEMESTER
 LIST OF CONTENTS

S.NO PARTICULARS
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
LIST OF CONTENTS
LIST OF TABLES AND FIGURES
INTRODUCTION
WHAT IS BRAND
BRANDING CONCEPTS
BRAND MANAGEMENT
BRAND ENERGY
PROJECT AIM & OBJECTIVE
2 LITERATURE REVIEW

UNDERSTANDING BRANDING
HISTARY OF BRANDING
BRANDING IN TODAY MARKETING
IMPROTACE OF BRANDING
THE COMPETITIVE ADVANTAGE OF BRAND LOYALTY
UNDERDING CONSUMER BUYING BEHAVIOUR
FACTOR AFFECTING CONSUMER BUYING BEHAVIOUR
3 RESEARCH METHODOLOGY
RESEARCH APPROCH
RESEARCH DESIGN
DATA ANALYSIS METHOED
DATA COLLECTION
SAMPLE DESIGN
SAMPLE SIGE
ANALYSIS AND INTERPRETATION
4 SUMMARY
RESEARCH FINDING
REFERENCES
QUESTIONNAIRE
 INTRODUCTION

What is a Brand?
Brand recognition and reactions are created by the use of the product or services and
through the Influence of adverting, design, and media commentary. A brand is a
symbolic embodiment of all the information connected to the product and serves to
create association and expectation around it. A brand often includes a logo, fonts,
color schemes, symbols, and sound, which may be developed to represent implicit
values, ideas, and even personality.

Branding Concepts
Marketers engaged in branding seek to develop or align the expectation behind the
brand experience, creating the impression that a brand associated with a product or
service has certain qualities or characteristics that make it special or unique. As brand
image may be developed by attributing a “personality” to or associating an “image”
with a product or service, whereby the personality or image is “branded “ into the
consciousness of consumers.

Brand Management
A brand is therefore one of the most valuable elements in an advertising theme. The
art of creating and maintaining a brand is called brand management. A brand which is
widely known in the marketplace acquires brand recognition. When brand recognition
builds up to a point where a brand enjoys a critical mass of positive sentiment in the
marketplace, it is said to have achieved brand franchise. One goal in brand
recognition is the identification of a brand without the name of the company present.
For example, Disney has branding with their particular script font (originally created
for Walt Disney “signature” logo) which it used in the logo for go.com. “DNA”
refers to the unique attributes, essence, purpose, or profile of a brand and, therefore, a
company. The term is borrowed from the biological DNA, the molecular “blueprint”
or genetic profile of an organism which determines its unique characteristics. Been
successful at

Brand Equity and Brand Name

Brand equity measures the total value of brand to the brand owner, and reflects the
extent of brand franchise. The term brand name is often used interchangeably with
“brand”, although it is more correctly used to specifically denote written or spoken
linguistics element of a brand. In this context a “brand name” constitutes a type of
trademark, if the brand name exclusively identifies the brand owner as the
commercial source of products or services. A brand owner may seek to protect
proprietary rights in relation to a brand name through trademark registration.

Brand Energy
Brand energy is a concept that links together the ideas that the brand is experiential;
that it is not just about the experiences of customers/potential customers but all
stakeholders; and that businesses are essentially more about creating value through
creating meaningful experiences than generating profit. Economic value comes from
business’ transactions between people whether they are customers, employees,
suppliers or other stakeholders. For such value to be created people first have to have
positive associations with the business and/or its product and services and be
energised to behave positively toward them — hence brand energy. It has been defined
as “the energy that flows throughout the system that links businesses and all their
stakeholders and which is manifested in the way stakeholders think, feel and behave
towards the business and its product or services.” Attitude branding is the choice to
represent a feeling, which is not necessarily connected with the product or
consumption of the product at all. Marketing labelled as attitude branding includes
that of Nike, Starbucks, the body shop, Safeway, and apple Inc.

“A great brand raises the bar it adds a greater sense of purpose to the
experience, whether it is the challenge to do your best in sports and
fitness , or the affirmation that the cup of coffee you are drinking really
matters ."

The act of associating product or service with a brand has become part of pop culture.
Most product have some kind of brand identify, from common table salt to designer
clothes. In non- commercial context, the marketing of entities which supply ideas or
promise rather than product and services (e.g. political parties or religious
organizations) may also be known as “branding”.
 Project Aim and Objective

Importance of understanding branding and its impact on modern day markets is vital
to the health and growth of most industries. The aim of this report is to put into
perspective the function values of branding as well as assess its role in the consumer
purchase decision- making process.

• Understanding the concepts of branding and consumer behaviour.

• To study the effect of brands on consumer buying behaviour in relation to readymade

garments.

• To analyze the branding strategies adopted by some of the companies in the

readymade garments to woo the consumers into buying their products.

• To do a comparative study of branding strategies adopted by the companies in the

readymade garments.
 LITERATURE REVIEW

Understanding Branding
BRAND
The word “Brand” owes its origin to the Norwegian word “Brand” which means to
burn. Farmers used to put some identification mark on the body of the livestock to
distinguish their possession. Products are what companies make, but customers buy
brands. Therefore marketers resorted to branding in order to distinguish their offerings
from similar products and services provided by their competitors. Additionally, it
carries an inherent assurance to the customers that the quality of a purchase will be
similar to earlier purchases of the same brand.

A brand is a name, term, sign, symbol or design or a combination of one seller or a

group of sellers and to differentiate them from those of competitions.

BRANDING
Branding is a process, a tool, a strategy and an orientation.

• Branding is the process by which a marketer tries to build long term relationship with
the customers by learning their needs and wants so that the offering (brand) could
satisfy their mutual aspirations.

• Branding can be used as a differentiation strategy when the product cannot be easily
distinguished in terms of tangible features (which invariably happen in case of many
services, Durable etc.) or in product which are perceived as a commodity (e.g.
cement, fertilizers, salt, potato chips etc.).

° Brand building is a conscious customer satisfaction orientation process. The brand

owner tries to retain customers to its fold over their competitors by a mix of hardware
software because when a customer feels satisfied he/she develop a kind of loyalty for
the same.
 Kotler (1999) expands on the concept of identity by stating that a brand is capable of
conveying up to six different levels of meaning to a targeted audience. This is known as the
“six dimensions o[the Brand”

Attributes A brand will communicate specific attributes, such as prestige

Benefits A brand strengthens a product’s attributes by communicating a set of benefits that

makes it more attractive
Values A brand represents a company’s core values and belief system

Culture A brand is representative or target a target audiences socio cultural characteristics

Personality A brand can project behavioural personality patterns of targeted consumers

User The brand, in some cases, can emulate the end user
 From the consumers’ perspective, brand names are as fundamental as the product itself in the
sense that they simplify the purchasing process, guarantee quality and at times, from as a
basis of self-expression. Hence, should a company market a brand name as nothing more than
“just a name”; it would be missing the entire purpose of product branding. The challenge lies
in developing a deep set of meanings for the brand. Once a target market segment can
visualize all six dimensions of the brand, it will have established a strong rapport within the
consumers’ purchase decision-making process.

History of Branding
Brands in the field of marketing, originated in the 19" century with the advent of packaged
goods. Industrialization moved the production of many household items, such as soap, from
local communities to centralized factories. These factories, generating mass-product goods,
needed to sell their products in a wider market, to a customer base familiar only with local
goods. It quickly becomes apparent that a generic package of soap had difficulty competing
with familiar, local products. The packaged goods manufacturers needed to convince the
market that the public could place just as much trust in the non-local product.

Many brands of that era, such as Uncle Ben’s ice and Kellogg’s breakfast cereal furnish
illustrations of the problem. The manufactures wanted their products to appear and feel as
familiar as the local farmers’ produce. From there, with the help of advertising,
manufacturers quickly learned to associate other kinds of brand values, such as youthfulness,
fun or luxury, with their products. This kick started the practice we now know as “branding”.

We tend to think of branding as a modern day phenomenon. Certainly, during the late 1990s
and the early 2000s, branding emerged as a significant area of emphasis not only for
companies and their product, but also for municipalities, universities, other non-profit
organizations and even individuals. Branding became ubiquitous. Many of us also known that
proctor & gamble and other consumer product companies began branding their products in
earnest in the mid-to-late 1800s. But more interesting to m is how far back in time branding
goes. For instance, companies that sold patented medicines and tobacco began branding their
products as early 1800s. Around the same time, some fraternities rites as a from of
identification and bonding, a practice that has long since been identified as hazing and
therefore abandoned.

But that is still recent history—relatively.

Between the 1600s and 1800s, criminals were branded (again literally) as a from of
punishment and identification. For instance, in England, they branded an S on a person’s
cheek, while in France; they branded fleur de leis on the shoulder. As repugnant as it may be
to us today, slaves were also branded roughly during the same time period to connote
ownership. In the 1200s, England required bread makers, goldsmiths and silversmiths to put
their marks on goods, primarily to insure honesty in measurement. In the medieval times,
printers also used marks as did paper markers (watermarks) and various other craft guilds.

But branding goes back even further. As far back as l300BC, potter’s mark was used on
pottery and porcelain in china, Greece, Rome, and India. Branding of cattle and livestock go
back as far as 2000 BC. And archaeologists have found evidence of advertising among
Babylonians dating back to 3000BC. So, how for back does branding go? At least 5000 years.

What is more interesting to me are underlying needs from which branding originated: to
insure honesty, provide quality assurance, identify source or ownership, hold producers
responsible, differentiate, as a form of identification and to create emotional bonding.

Branding in today’s Markets

A central function of branding is the facilitation of the consumer choice process. Due to the
complexity of having to select a product amongst thousands of similar offerings, consumers
will instinctively attempt to simplify their choice process by selecting brands that have
satisfied them in the past. Thus, one can conclude that pleasant past experiences is highly
conducive to consumers associating benefits to a brand. One can conclude that a central
function of branding is its ability to negate the need for a consumer to seek out information
when a need or a want has been satisfying in the past.

One must acknowledge however, that frequent purchasing of a brand cannot always be linked
to pervious experiences, but can alternatively be formed by embedded perceptions.
Consumers might strongly favour a brand with no prior purchasing experience. This type of
consumer behaviour is based on stimulus provided by direct exposure to advertising
campaigns, a company’s PR efforts or even a high concentration of local distribution in an
area that is in close proximity to a consumer.

In terms of companies’ view on branding, it can induce the natural differentiation of their
offerings, which ultimately, will produce a state of competitive advantage. Differentiation can
only allow for competitive advantage if the cost of differentiation can only allow for
competitive advantage if the cost of differentiating is significantly lower than the revenue
earned by the sales. Differential advantage allows companies to showcase their offer in
respects to other competitors in the same marketplace.
 Importance of Branding
Principle of branding — A set related products that are manufactured by a company and are
sold as a family of products under the marquee or banner of a brand have a certain
recognition and a place of respect with that very market. Branding the product thus, is a mean
of creation of identification and recognition in the market. It is not just a process of getting a
trademark and logo, but it is process of evolving as a well reputed name on the market and
field. A very well known brand that has become the identity of the market itself is a
company’s name; the act of photocopying is termed as ‘Xeroxing’.

Importance of branding in business

From the point of view of a business, the process of branding involves market of a trademark
and a good name. A registered trademark and a name ensure individuality and uniqueness of
a particular product or family of products. The lawful registration of the trademark means
that any competitor cannot copy any of the elements and names of the products. Branding can
be done for anything that can be promoted in the consumer’s market, may it be a simple
label, a family of product or an umbrella brand. People can also have a personal brand. The
primary advantage of branding is the it is safeguarded from unlawful activities and at the
same time, it is also a way of developing a good reputation in the market.

Often you might see some new product carry the tag that says ‘from the makers of ... brand’,
well this is another advantage of branding. When a business who owns an already famous
brand wants to launch a new brand in the market, they can use the pre-earned goodwill and
reputation for the new launch. Teh advantage is that, people are bound to purchase the new
product out of curiosity.

Importance of Branding in Marketing

Marketing primarily involves the study of demand in a market and creating a response in the
form of supply. In the field of marketing, the brand name plays an important role as it helps
the people to promote the brand name and its merits quite easily. Apart from that, it also
becomes possible for the marketing people to generate intelligence information about the
brands popularity and also what people exactly want from the brand owning company. As a
result of a brand loyal group of consumers, it also becomes easier for marketing department
to asses regular and promised demand. Apart from that, schemes such as free gifts and
discounts often boost the sales as the brand is an important icon of the market.
Importance of Branding in Advertising
Advertising is often considered to be a part of marketing however; branding a particular
product helps the advertisers to provide catchy logos and advertisement. As a brand name can
never be copied, advertisers face lesser heat from unauthenticated advertisement, affectively,
their advertisement creation gets protected. Apart from that advertisers can initiate fearless
and independent advertising as due to the process of branding, the consumers are already well
aware of the product, its identity and nature.

In short, the importance of branding can be summed up in simple words ‘successful branding
is a process that generates revenue that cannot be counted, it creates a reputation that is felt
not seen, and it is an asset that one cannot show on a balance sheet.

Development of Brand Equity

The amount of clout controlled by different brand will vary. Some are deeply embedded in
global culture and are thus, highly recognizable, whilst other are virtually unknown to
consumers. When attempting to place a value on a brand, one refers to “brand equity”. Chay
(1991) defines brand equity as a “set of associations and behaviours the part o on the part
of a brand’s customers, channel members, and Parent Corporation that permits the brand
to earn greater volume or greater margins than it could without the brand name and that
gives the brand a strong, sustainable, and differential advantage over competitors”. This
explanation creates a clear link between a product’s values, be it financial or intangible, and a
brand name.

Using the financial perspective, one measures brand equity by determining how more
consumers are willing to pay in direct relation to the brand name. This gives marketers
essential insight into the financial value of the brand. When viewing brand equity from this
perspective, one must naturally consider overhead, such as costs of advertising.

Using the consumers- brand perspective entails considering how the attitude strength of
consumers is directly influenced by the brand name.

This perspective operates under the assumption that the consumers have had extensive
experience with the product in question.

The consideration and development of brand equity is vital as its benefits are wide reaching.
One can consider brand equity is vital as its it can increase cash flow via the widening of
company’s market share and the allowance of higher pricing policies.
 The Competitive Advantage of Brand Loyalty
There is a palpable correlation between the efficient branding of a product or service, and the
display of brand loyalty in consumer purchasing patterns. In this instance, loyalty is defined
as a “ deeply held commitment to re-buy or re-patronise a preferred product7service
consistently in the future, thereby causing repetitive same- brand or same brand- set
purchasing, despite situational influences and marketing efforts having the potential to
cause switching behaviour”

Brand loyalty is a direct consequence of the ability to better satisfy the desires of a customer
that main competitors do. It now becomes clear that a modern day marketer’s principal
objective is to build sustainable forms of loyalty between a company and its consumers,
instead of focusing solely on the individual sale of product.

Brand loyalty is the consumer’s conscious or unconscious decision, expressed through

intention or behaviour, to repurchase a brand continually. It occurs because the consumer
perceives that the brand offers the right product features, image, or level of quality at the right
price. Consumer behaviour is habitual because habits are safe and familiar. In order to create
brand loyalty, advertisers must break consumer habits, help them acquire new habits, and
reinforce those habits by reminding consumers of the value of their purchase and encourage
them to continue purchasing that product in the future.

The image surrounding a company’s brand is the principal source of its competitive
advantage and is therefore a valuable strategic asset. Unfortunately, many companies are not
adept at disseminating a strong, clear message that not only distinguishes their brand from the
competitors’, but distinguishes it in a memorable and positive manner. The challenge for all
brand is to avoid the pitfalls of portraying a muddled or negative image, and instead, create a
broad brand vision or identity that recognizes a brand as something greater than a set of
attributes that can be imitated or surpassed. In fact, a company should view its brand to be not
just a product or service, but as an overall brand image that defines a company’s
philosophies. A brand needs more than identity; it needs a personality. Just like a person
without attention- grabbing characteristics, a brand with no personality can easily be passed
right over. A strong symbol or company logo can also help to generate brand loyalty by
making it quickly identifiable.
 Understanding Consumer Buying Behaviour
Definition
Consumer behaviour refers to the mental and emotional process and the observable behaviour
of consumers during searching, purchasing and post consumption of a product or service

Consumer behaviour involves study of how people buy, what they buy, when they buy and
why they buy. It blends the elements from psychology, sociology, socio psychology,
anthropology and economics. It also tries to assess the influence on the consumer from
groups and society in general.

Buyer behaviour has two aspects: the final purchase activity visible to any observer and the
detailed or short decision process that may involve the interplay of a number of complex
variable not visible to anyone.

Factors Affecting Consumer Buying Behaviour

Consumer buying behaviour is influenced by the major three factors:

1. Social Factors
2. Psychological Factors
3. Personal Factors

1. Social Factors
Social factors refer to forces that other people exert and which affect consumers’ purchase
behaviour. These social factors can include culture and subculture, roles and family, social
class and reference groups.

2. Psvchological Factors
These are internal to an individual and generate forces within that influence her/his purchase
behaviour. The major forces include motives, perception, learning, attitude and personality.

3. Personal Factors
These include those aspects that are unique to a person and influence purchase behaviour.
These factors include demographic factors, lifestyle, and situational factors.
 RESEARCH METHODOLOGY

Research methodology is the way in which research problem are solved systematically. It is a
science of studying how research is conducted scientifically.

The research is also used to describe an entire collection of information about a particular
subject. Research is defined as human activity based on intellectual application in the
investigation of manner.

Business research can be defined as a systematic and objective process of gathering,

recording and analyzing data that provides information to guide business decision.

RESEARCH APPROACH:
The purpose of this study is to analyze the “Affects of branding on consumer purchase
decision .

RESEARCH DESIGN:
The research design is the blueprint for the fulfilment of objective and answering questions. It
is a master plan specifying the methods and collection and analyzing needed information.

The respondent are the users of consumer purchase decision and the data interpreted in the
form of (pie graph, bar graph) who are interested to give there valuable feedback. To collect
the data the-in-depth survey with help of questionnaire is used.

DATA ANALYSIS METHOED

The data analysis of this research was represented on quantitative manner. Application like
Microsoft word, Microsoft excel and Google forms are used.
DATA COLLECTION:

PRIMARY DATA
Questionnaire for in-depth discussions with various respondents to be surveyed during
primary survey were designed during this phase. List of contacts were also prepared during
this phase. This involved in depth structured questionnaire with various respondents.

SECONDARY DATA
This data has been taken form Google. The literature review data has been taken by the help
of Internet.

SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a give population. It refers to
the technique or the researcher would adopt in selecting items for the sample design may as
well lay down the number of items to be included in the sample i.e.; the size of sample.
Sample design is determined before data are collected.

The process of selecting the right individuals, objects for the study is known as sampling.

SAMPLE SIZE:
This refers to the number of items to be selected from the universe to constitute a sample. In
this study the sample size is consist the 25 respondents.

SAMPLE UNIT:
In this, the . Once the surveying unit is determined surveying frame has to be prepared so that
everyone in the target population has an equal chance of being surveyed.

DATA ANALYSIS

The data analysis is done with the help of bar graphs and pie charts.
 RESEARCH SCOPE AND LIMITATIONS

RESEARCH SCOPE
1. This data is helpful for the organizations.

2. This data is helpful for the upcoming researcher.

3. This project is helpful for manufacturing process.

4. This project is helpful for sales force department.

RESEARCH LIMITATIONS

1. The sample size is too small and it is based on convenient sampling so the conclusion
cannot be generalized to the entire population.

2. People did not know how to use the link to fill form generated.

3. Some of the respondents were findings it difficult to comprehend the questions.

 ANALYSIS AND
INTREPRETATION
Analysis and Interpretation
An attempt has been made to classify the respondents on the basis of
their gender.

Table No 4.1

Classification of respondent on the basis of gender factor

NAME GENDER NO. OF RESPONDENTS PERCENTAGE%

1 MALE 52 52%

2 FEMALE 48 48%

Total 100 100%

Source: Data collected through the questionnaire method

Classification of respondents on the basis of gender factor

GENDER

Figure 4.1
From the above table it is cleared that majority of the resondents 52% male where as only
48% respondent are female. Thus it can be concluded that there is preponderance of married
respondent over the unmerried.
 An attempt has been made of classify the respondent on the basis their
education qualification

Table.4.2

Classification of respondent according to their education qualification.

S.NO Education No of respondent Percentage

qualificaton
1 Metric
2 Senior Secondary 12 12%
3 Graduation 48 48%
4 Post Graduation 40 40%
100 100%
Source: Data collected through questionnaire method
Classification of respondent according to their education qualification.

EDUCATION
■ Matric ■ Senior Secondary Graduuation ■ Post Graduation

Figure 4.2

Interpretation
From the above figure it is clear that majority of the respondent i.e 48% where minority of
the respondent’s is senior secondary 12%. And other respondent’s is post graduation i.e.40%
henec it is concluded that majority of respondent is in institution is graduation i.e.48%.
 An attempt has been made of classifies the respondent on the
basis of age factor:
Table 4.3
Classification of the resondent according to their age
S.NO AGE No of respondents Percentage
1 Below- 25 40 40
2 25-35 44 44
3 35-45 12 12
4 Above45 4 4
Total 100 100
Source: Data collected through Questionnaire method

Classification of the respondent according to their age

AGE
4%

■ Below -25
■ 25-35
35-45
■ Above

Figure 4.3

Interpretation:
From the above figure it is clear that majority of the respondent’s age is between 25 to 35 i.e.
44% where minority of the respondent’s age is below-25 i.e. 40% and no of the respondents
age between35 to 45 is 12%. Hence it is concluded that majority of respondent working in
institution has age between 25 to 35.
: An attempt has been made of classify the respondents on the basis of
their salary:

Table 4.4

Classification of the respondents according to their salary

S.NO Salary No of respondent percentage

1 5000 to 15000 80 80%
2 15000 to 25000 12 12%
3 25000 to 35000 4 4%
4 Above 35000 4 4%
Total 100 100%
Source: Data collected though questionnaire method

Classification of the respondent according toi their salary

SALARY
4% 4%

■ 5000 to 15000
■ 15000 to 25000
25000 to 35000
■ Above 35000

Figure 4.4

Interpretation:
From the above figure it is clear that majority of the respondents’ present salary 15000 to
25000 i.e. 12% were minority of the respondent’s present salary 5000 to 15000 i.e. 80% and
no of the other respondents persent salary is 25000 to 35000 is 4% and above i.e. 4%

Hence it is concluded that majority of resondent present salary is 15000 to 25000.

 Are you brand loyal customer ?

Table 4.5

Classification of respondent according to their loyal customer.

S.NO standards Percentage

1 Yes 72.5%
2 No 27.5%
Total 100%
source: Data collection through questionnaire method
Classification of respondent according to their loyal customer.

Brand Loyal Customer

■ Yes
■ No

Figure No. 4.5

The above pie chart shows the two type of response i.e YES or NO which is been respondent
by the consumer though the Google form. This pie chat is been prepared form the 100%
where 27.5% of consumer says yes which is been showed through red color and 72.5%
consumer says no which is been showed through blue color to the questions which was asked
form them i.e “ARE YOU A BRAND LOYAL CUSTOMER”.
Which attributes did attract you to purchase branded product? Rankthese
attributes in order of their importance to you.
Table 4.6

Classification of the respondent according to purchase branded products.

Categories Percentage(%)
Brand name 64 7
Price 58.8
Easy availabiltiy 33.3
Transparent 27.5
Cleanliness 37.3
others 2.0
Source: Data collected though questionnaire method
Classification of the respondent accordding to purchase branded products.

Other

Cleanliness

Transparent

■ percentage%
Easy availability

Price

Brand name

0 10 20 30 40 50 60 70

Figure No.4.6
The above bar graph shows the response of the consumer about which attribute they keep in
mind while purchasing branded products and their response has been categorized into six
different categary. After observing the above graph most of the consumers are attracted
through the brand name.
what was the reason for the delay between the purchse decision and the
actual purchase?

Table No.4.7
Classification of the respondents according to their purchase decision and
the actual purchase.
Standards Percentage
Financial constraints 39.2%
Waiting for more innovative product 45.1%
Waiting for market response 15.7%
Source: Data collected through questionnaire method
Classification of the respondents according to their purchase decision and
the actual purchase.

ACTUALPURCHASE

■ Financial constraints
Waiting for more innovative
product
waiting for market response

Figure No. 4.7

The above pie chart shows the reason for the delay between the purchase decision and actual
purchase, the respondent was give three reasons for which they have to select most suitable
condition which comes between the delay of purchase decision and actual purchase. Most of
the people marked “waiting for more innovative product” which is red in color, 45.1% people
waits for more innovation product and this delay comes between in their decision. 39.2%
people feels it is the “financial constraints” which is marked with blue color and 15.7%
people “waits for market response” which is which is marked with yellow color.
 what influenced you to buy the above stated brand(s)?

Table No. 4.8

Classification of the respondents on the above stated brand(s)

Factors Percentage (%)

Advertising 31.4%
Word of mouth 33.3%
Attractive packaging 9.8%
Dealer 3.9%
Shop display 13.7%
Family/friend/relatives 33.3%
others 17.6%
Source: Data collection through questionnaire method

Classification of the respondents on the above stated brand(s)

Others 17.60%

Family/friend/relatives 33.30%

Shop dispaly 13.70%

Dealer 3.90%

Attractive packaging 9.80%

Word of mouth 33.30%

Advertising 31.40%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

■ PERCENTAGE(%)

Figure No. 4.8

This bar graph shows “which factors dose influence a consumer to buy the brand?” The
respondents were given seven options among which they have to select any one factor from
which they are influenced the most.
 Influence of quality on purchase decision?

Table No. 4.9

Classification of the respondents on purchase decision

Standards Percentage
Strongly disagree N/A
Disagree 2%
Neutral 25.5%
Agree 39.2%
Strongly agree 33.3%
Source: Data collected through questionnaire method

Classification of the respondents on purchase decision

PURCHASE DECISION
2%

■ Strongly disagree
■ Disagree
Neutral
■ Agree
Strongly agree

Figure No. 4.9

This graph is showing how much quality can influence the purchase decision easily got
influenced according to the quality of the purchase decision easily got influenced according
to the quality of the product almost 60% people are agree with the fact that quality matters
the most so if we want a good response from your consumers that it is very important that
your product is of good quality.
 Influence of price on purchase decision

Table No. 4.10

Classification of the respondents on purchase decision

Standards Percentage
Strongly disagree N/A
Disagree 3.9%
Neutral 43..1%
Agree 41.2%
Strongly agree 11.8%
Source: Data collection though questionnaire method

Classification of the respondents on purchase decision

PRICE ON PURCHASE DECISION

■ Strongly disagree
■ Disagree
Neutral
■ Agree
Strongly agree

Figure No. 4.10

Since in the above chart most of the people either get influenced or consider price before
purchase of an item so price can be a key factor in our product sale.

As per our survey, I found that 11.8% of people are strongly agree, 41.2% of people are
Agree 43.1% of people have no effect of price at all while some of them would disagree but
no people strongly disagree means there is somewhere in minds of price while making
purchase decision.
 Influence of price on purchase decision

Table No. 4.11

Classification of the respondents of price on purchase decision

Standards Percentage
Strongly disagree N/A
Disagree 3.9%
Neutral 43.1%
Agree 41.2%
Strongly agree 11.8%
Source: Data collected through questionnaire method

Classification of the respondents of price on purchase decision

PRICE ON PURCHASE DECISION

■ Strongly diagree
■ Disagree
Neutral
■ Agree
Stronly agree

Figure No.4.11
Since in the above chart most of the people either get influenced or consider price before
purchase of an item so price can be a key factor in our product sale.

As per our survey, I found that 11.8% of people are strongly agree, 41.2% of people are
agree, 43.1% of people have no effect of price at all while some of them would disagree but
no people strongly disagree means there is somewhere in minds of price while making
purchase decision.

Influence of product features on purchase decision

Table No. 4.12

Classification of the respondents of product features on purchase decision

Standards Percentage
Strongly disagree 2.6%
Disagree 5.2%
Neutral 25.5%
Agree 45.1%
Strongly agree 21.6%
Source: Data collected through questionnaire method

Classification of the respondents of product features on purchase decision

PRODUCT FEATURES ON PURCHASE DECISION

■ Strongly disagree
■ Disagree
Neutral
■ Agree
Strongly agree

Figure No. 4.12

According to most people and also in general a product’s feature is the very first thing which
a customer looks for in a product.

As per our survey, I found that more than 45% of people are agree that features of product
matters while making purchase decision and 21.6% of people are strongly agree whereas
 25.5% of people have no effect of features at all while some of features at all while some of
them would disagree and some are strongly disagree

Influence of family members on purchase decision

Table No 4.13

Classification of the respondents of family members on purchase decision

Standards Percentage
Strongly disagree 2%
Disagree 11.8%
Neutral 45.1%
Agree 33.3%
Strongly agree 7.8%
Source: Data collection through questionnaire method
Classification of the respondents of family members on purchase decision

FAMILY MEMBERS ON PURCHASE DECISION

2%

■ Stongly disagree
■ Disagree
Neutral
■ Agree
Strogly agree

Figure No. 4.13

According to above chart most of the people usually don’t get influenced by the views of
family members regarding a product.
 As per our survey, I found that more than 45% of people have no effect of family members at
all whereas 33.3% of people are agree and 7.8% of people are strongly agree that family
members matters while making purchase decision but some of them would disagree and some
are strongly disagree with the given statement.

Influence of peer group on purchase decision

Table No .4.14

Classification of respondents of peer group purchase decision

Standards Percentage
Strongly agree 2%
Disagree 9.8%
Neutral 51%
Agree 29.4%
Strongly agree 7.8%
Source: Data collected through questionnaire methods

Classification of respondents of peer group on purchase decision

PEER GROUP OF PURCHASE DECISION

2%

■ Strogly disagree
■ Disagree
Neutral
■ Agreee
Strongly agree

Figure No 4.14

Above graph depicts that views of peer group does not usually affect the purchase decision
of an individual.
As per our survey, I found that more than half ration of people have no peer group at all
whereas 29.4% of people are agree and 7.8% of people are strongly agree that peer groups
matters while making purchase decision but in this case3 found that 9.8% of people disagree
and some are strongly disagree with the given statement.

Influence of advertisement on purchase decision

Table No.4.15

Classification of respondents of advertisement on purchase decision

Standards Percentage
Strongly disagree 2.45%
Disagree 7.35%
Neutral 47.1%
Agree 33.3%
Strongly agree 9.8%
Source: Data collected through questioners methods

ADVERTISEMENT ON PURCHASE DECISION

■ Strogly disagree
■ Dicision
Neutral
■ Agree
Strongly agree

Figure No.4.15
Yes, according to the chart most of the advertisements do influence a person’s purchase
decision.
As per our survey , I found that around 47% of people have no as such effect of
advertisement at all whereas 33.3% of people are agree and 9.8% of people are strongly agree
that advertisements matters while making purchase decision but in this case we found that
around 10% of people disagree and some are strongly with the given statement.

Will you like to switch your brand preference if you get some
promotional scheme with another brand?

Table No. 4.16

Classification of respondents some promotional scheme with another brand

Standards Percentage
Yes 25.5%
No 23.5%
May be 51%
Source: Data collected through questionnaire method

Classification of respondents some promotional scheme with another brand

PROMOTIONAL SCHEME WITH ANOTHER

BRAND

■ YES
■ NO
MAY BE

Figure No.4.16
Yes, according to the graph most people can shift toward other brand if they are getting a
better deal.
As per our survey, I found that around 51% of people may or may not switch, they decide as
per the schemes but we also found that the people mostly would like to switch if they get best
schemes with another brand. Also, 23.5% of people will not going to compromise with there
brands weather they got an promotional schemes from any other brand.

Do you think branded products are better than unbranded product?

Table No. 4.17

Classification of respondents on better than unbranded product

Standards Percentage
Yes 60.8%
No 17.6%
May be 21.6%
Source: Data collected though questionnaire method

Classification of respondents on better than unbranded product

UNBRANDED PRODUCT

■ YES
■ NO
MAY BE

Figure No.4.17
According to the graph most of the people are agreeing with the point that brand ones are
better than unbranded ones.
As per our survey, I found that around 61% of people think that the branded products are
much better than unbranded once but we also found that 17.6% of people don’t agree with the
statement. Also, 21.6% of people have no this statement.

SUMMARY
The present study entitled as “Effects of branding on consumer purchase decision in
chandigarh” divided in five chapters namely introduction, literature review, research
methodology, data analysis, findings, summary, conclusion, references and questionnaire.

First chapter covers, introduction of motivation.

Second chapter covers, literature review.

Third chapter covers, research methodology, meaning of research, research approach,

research design, data analysis method, data collection, sample design, sample size,
questionnaire.

Fourth chapter covers, analysis and interpretation. Fifth chapter recover summary,

In fourth chapter, after the analysis and interpretation of data following finding were
emerged.
 RESARECH FINDING

1. The survey showed that the majority of the respondents are loyal toward their brand.
2. Brand name is the major attribute which attract the respondents to purchase branded
product.
3 . According to the respondents the reason for the delay between the purchase decision
and actual purchase is ‘they wait for the more innovation product’.
4. The survey showed that the respondents are mostly influenced by their family/ friends
or relative to buy brands.
5. The respondents agree that the quality is a major factor in their purchase decision.
6. According to the survey most of the respondents are neutral when it comes to the
price constraints in their purchase decision.
7. 45.1% respondent believe that products feature influence them to buy that product.
8. Most of the respondents in the survey are neutral about the influence of family
member in purchase decision.
9. About 50% respondents are neutral about the influence of peer group on purchase
decision.
10. The respondents are neutral about the advertisement on purchase decision.
11. Most of the respondents in the survey are not sure that if they get some promotional
scheme with another brand, will they switch their brand preference or not.
12. Nearly 60.8% respondents believe that branded products are better than non-branded
products.
 BIBLIOGRAPHY
WEBSITE / LINKS

www.google.com
www.slideshare.com
www.googlescholar.com

Mostly data was collected through previous

surveys and research papers , newspapers
and blogs written by the people
QUESTIONNAIRE

Dear Respondents,

I am pursuing BBA from POST GRADUATE GOVERNMENT COLLEGE SECTOR 11

18045528, I am preparing report on “Effects of branding on consumer purchase decision in
CHANDIGARH for the partial fulfilment of the BBA in Marketing. I request you to
please support me by filling this questionnaire and help me in my research work. The
information provided by you will be kept confidential and it be used only for research work.

Section A: the following questions are about your personal information. Please tick the
answer best represents you.

Q.1.Name: ...................

Q.2.Gender:
a. Male ( ) b. Female ( )

Q.3.Qualification:
a. Matric ( ) b. Senior Secondary ( ) c. Graduation ( ) d. Post Graduation ( )

Q.4.Age:
a. Below25 b. 25-35 c. 35-45 d. Above 45

Q.5.Salary:
a.5000 to15000 b.15000 to 25000 c.25000 to35000 d. Above 35000

Q.6.Are you brand loyal customer?

Yes NO

Q.7.which attributes did attract you to purchase branded

Products? Rank these attributes in order of their importance to you.
Brand Name | Transparent | price

Cleanliness | Easy Availability | others

Q.8.what was the reason for the delay between the purchase decision andthe
actual purchase?
Financial constraints

Waiting for more innovative product

Waiting for market response

Q.9.what influenced you to buy the above stared brand (s)?

Advertising | Shop Display | Word of mouth

Family/Friend/Relatives | Attractive Packaging | Any other

Dealer

Q.10.Influence of Brand name on purchasing decision

Agree Disagree

Strongly strongly disagree

Q.11.Influence of quality on purchase decision

Agree Disagree

Strongly Agree | strongly disagree

Q.12.Influence of price on purchase decision

Agree Disagree

Strongly Agree Strongly Agree

Q.13.Influence of product features on purchase decision

Agree Disagree

Strongly Agree | strongly Disagree

Q.14.Influence of family members on purchase decision

Agree Disagree

Strongly Agree | Strongly Disagree

 Q.15.Influence of peer group on purchase decision

Agree Disagree

Strongly Agree | Strongly Disagree

Q.16.Influence of Advertisement on purchase decision

Agree Disagree

Strongly Agree | Strongly Agree

Q.17.Will you like to switch your brand preference if you brand

preference if you get some promotional scheme with another brand?
Yes No

Q.18 Do you think branded Product is better are better than unbranded
products?
Yes |No

NAME OF THE RESPONDENT:

ADDRESS:

EDUCATION QUALITICATION:

OCCUPATION:

AGE:

MONTHLY INCOME: