Factors Contributing to Percieved Brand Image Under Selected Product Category PART-2

8/4/2019 Factors Contributing to Percieved Brand Image Under Selected Product Category PART-2

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15

DATA ANALYSIS &INTERPRETATION

Q1. What is your favourate brand of mobile phone?

CHART-1

INTERPRETATION:-

From the above chart we can observe that Nokia has major share in the

consumers mind as favourate brand and followed by Blackberry, Apple, Sony

Ericson and Samsung. Several factors have been contributing to build theirperception towards particular brand either positively or negatively in their choice

of offerings. Positivity builds the favouritism towards brand and makes them

loyal to brand.

42%

28%

19%

7%4%

Percentage

NOKIA BLACKBERRY APPLE SONY ERICSSON SAMSUNG


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CHART-2

INTERPRETATION:-

Majority of the respondents were from the age group (15-25) and followed by

other age group (25-40).

Q2. What is the reason for it?

CHART-3

89.4760

88.24

33.33

100

10.5340

11.76

66.67


Age group

Age (15-25) Age (25-40)

NOKIA BLACKBERRY APPLESONY

ERICSSON SAMSUNG

Others 5.26 16 0 0 0

Brand name 15.79 58.82 66.67 0

Features 15.79 84 41.18 66.67 0

Design/style 15.79 0 23.53 0 0

price 31.58 0 0 66.67 50

Quality 57.89 32 47.06 66.67 50

No

ofpeople

Factors


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INTERPRETATION:-

NOKIA- Quality being the major factor (nearly 60%) and followed by price,

features, Design/style, brand name etc.

BLACKBERRY- Features being the major factor (84%) and followed by quality

etc.

APPLE- Brand name of the apple plays vital role in consumers mind and

followed by quality, features, Design/style.

SONY ERICSSON- Quality, Price, Brand name, Features together playing vital

role in the consumers mind.

SAMSUNG-Price and Quality (both are 50%) being plays crucial role in the

consumers mind.

COMPARISON- In every brand Quality is being plays very crucial role and

Features of the Blackberry plays dominant role in consumers mind but apple

brand image also dominating the other brands.


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Q3. Do you currently using it?

CHART-4

INTERPRETATION:-

NOKIA- All the respondents are using the handhelds of nokia.

BLACKBERRY- 92% of the respondents are using the handhelds of blackberry

and others are showing favouritism towards it.

APPLE- 76% of the respondents are using the apple handhelds and others are

showing their favourate attitude towards the brand.

SONY ERICSSON- All the respondents are using the handhelds of Sony

Ericsson.

SAMSUNG-50% of the respondents showing their favourable attitude towards

the brand and others are using the handhelds of Samsung.


YES 100 92 76.47 100 50

NO 0 8 23.53 0 50

No

ofpeople

Usage


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COMPARISON- Only Nokia & Sony Ericsson has the 100% favourable attitude

towards the brand. But other brands may change due to their favouritism towards

brand.

Q4. How do you rate the following cell phone brands on the below mentioned

parameters? (1-Excellent, 2-Very good, 3-Average, 4-Poor)

CHART-5

INTERPRETATION:-

NOKIAMajority respondents (90%) were rated as excellent and others rated as

Very good (remaining 10%).

BLACKBERRY- 76% of the Respondents rated as excellent and remaining 24%

respondents rated as Very good.

APPLE 89% of the Respondents rated as excellent and remaining 11%

respondents rated as Very good.


ERICSSONSAMSUNG

Poor 0 0 0 0 0

Average 0 0 0 0 0

Very good 10.53 24 11.76 33.33 0

Excellent 89.47 76 88.24 66.67 100

No

ofpeople

Quality


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SONY ERICSSON- 66% of the Respondents rated as excellent and remaining

respondents were rated as Very good.

SAMSUNG-All the Respondents were rated as excellent.

COMPARISON- % high of the Respondents were rated as excellent when

compared to other options but due to smaller sample size of Samsung makes it

stands in front row. None of the brands gets the rating as Average and poor this

reveals that Quality being plays dominant role in the consumers mind when they

makes purchase decision.

CHART-6

INTERPRETATION:-

NOKIA- From the above chart we can observe that this brand has got mixed

ratings from the Respondents and majority of them were rated as excellent and

followed by Very good, Average, and Poor.

BLACKBERRY- Majority Respondents rated as excellent (nearly 80%) and

followed by Very good (20%). None of them have rated it as Average or Poor.


ERICSSONSAMSUNG

Poor 10.53 0 0 0

Average 26.32 0 0 33.33 0

Very good 26.32 24 29.41 33.33 100

Excellent 36.84 76 70.59 33.33 0

0

20

40

60

80

100

120

N

o

ofpeople

Multiple Features


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APPLE- % high Respondents were rated as excellent and followed by Very

good. None of them have rated it as Average or Poor.

SONY ERICSSON- It has got some equal and mixed responses from their

respondents. But none of them rated as Poor.

SAMSUNG- All the respondents rated it as Very good.

COMPARISON-None of the brands were rated as Poor on the scale but when

compared to Blackberry and Apple other brands got some mixed reactions from

the respondents. This reveals that if the respondents feel to have multiple features

they may switch their brands. But Blackberry got Very positive response fromthe respondents and followed by Apple.

CHART-7

INTERPRETATION:-

NOKIA- It has got some mixed ratings from the respondents but 35% of the

respondents rated as excellent and followed by Very good (33%), Average

(18%), and Poor (13%).


ERICSSONSAMSUNG

Poor 13.16 8 0 0 0

Average 18.42 8 0 0 0

Very good 33.21 28 11.76 66.67 100Excellent 35.21 56 88.24 33.33 0

0

20

40

60

80

100

120

No

ofresponde

nts

Design/Style


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BLACKBERRY- the majority of the respondents rated it as excellent and

followed by Very good (28%), Average (8%), Poor (8%).

APPLE- It has got tremendous response from the respondents and majority of

them rated as excellent (88%) and followed by Very good (12%). None of them

rated it as neither average nor poor.

SONY ERICSSON- Majority of the respondents rated it as Very good (67%) and

followed by excellent (33%).

SAMSUNG- All the respondents rated it as very good.

COMPARISON- When comparing to other brands Apple makes its presence and

dominating the all leading brands and followed by Blackberry. Nokia rated as

poor when compared to other brands this may leads to switching to another who

are much concerning about Design/Style.

CHART-8


ERICSSON SAMSUNG

Excellent 94.74 52 76.47 33.33 0

Very good 0 8 0 66.67 25

Average 0 32 23.53 0 75

Poor 5.26 8 0 0 0

No

ofrespondents

User Friendly


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INTERPRETATION:-

NOKIA- Majority share of this brand rated as excellent (95%) on the scale and

followed by poor (5%).

BLACKBERRY- It has got some mixed reactions from the respondents and

majority of them rated as excellent (52%) and followed by average (32%), very

good (8%) and poor (8%).

APPLE- Majority respondents rated it as excellent (76%) and followed by

average (24%).

SONY ERICSSON- Majority respondents rated it as very good (67%) and

followed by excellent (33%).

SAMSUNG- Majority of the respondents rated it as average (75%) and followed

by very good (25%).

COMPARISON- Nokia has got tremendous response from the respondents and

followed by the Apple, Blackberry, Sony Ericson and Samsung.

CHART-9


ERICSSONSAMSUNG

Excellent 68.42 64 70.59 66.67 0

Very good 18.42 20 29.41 0 50

Average 13.16 16 0 33.33 50

Poor 0 0 0 0 0

No

ofrspondents

Value for price


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INTERPRETATION:-

NOKIA- Majority of the respondents rated it as excellent (68%) and followed by

very good (18%), average (13%).

BLACKBERRY- Majority of the respondents rated it as excellent (64%) and

followed by very good (20%), and average (16%).

APPLE- Majority of the respondents rated it as excellent (71%) and followed by

very good (29%).

SONY ERICSSON- Majority of the respondents rated it as excellent (67%) and

followed by average (33%).

SAMSUNGIt got some mixed responses from the respondents and equally

rated on the scale as very good and average (both are 50%).

COMPARISON- Compared to all the brands Samsung stands in the back row

and all other stands equally on the scale.


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Q5. How important are the following factors in contributing to brand image for

any cell phone brand?

CHART-10

INTERPRETATION:-

From the above chart we can observe that for any mobile brand several factors

are being contributing towards brand favouritism and make them brand loyal.

COUNTRY OF ORIGIN: - Majority of the respondents feel that country of

origin is important (40%) for them when they make purchase and followed by

somewhat important (29%), very important (22%). But only (9%) of the

respondents feel that country of origin is not important while making purchase.

50

71.11

15.56

17.78

11.11

37.78

6.67

22.22

37.78

15.56

60

17.78

44.44

20

26.67

40

6.67

13.33

20

46.67

28.89

28.89

24.44

28.89

0

0

4.44

17.78

15.56

13.33

42.22

8.89

Design/Style

Quality

Variety

Higher price

Packaging

After sales service & warranty

Celebrity endorsement

Country of origin

Not important Some what important Important Very important


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For instance most of the people may not go for china products even they like they

hesitate to go for it.

CELEBRITY ENDORSEMENT- Majority of the respondents feels that celebrity

endorsement is not important for them and followed by important (27%),

somewhat important (24%) and very important (7%).

AFTER SALES SERVICE & WARRANTY- Majority of the respondents feels

that it is very important (38%) for their branded products and followed by

somewhat important (13%), important (20%), and not important (13%). Now a

days no one would like to make their purchase without security for their branded

products.

PACKAGING- Majority of the respondents feels that packaging also plays

important (44%) role in their purchase decision and followed by the somewhat

important (29%), not important (15%), and very important (11%).

HIGH PRICE- Majority of the respondents feels that it is somewhat important

(47%) and equally shared by other options on the scale (18%). Many of the

people perceive that branded products should be high price.

VARIETY- Majority of the respondents responded tremendously that it is

definitely influences them in making purchase decision.

QUALITY- No individual responded that it is not important this statement says

that Quality is how much important for any mobile brand. 71% of the

respondents feel that it is important for any mobile brand.

DESIGN/STYLE- Half of the respondents feels that it is very important for them

while making purchase decision. For instance design of the apple brand makes

much difference when compared to other brands.


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Q6. What is your favourate brand of shampoo?

CHART-11

INTERPRETATION:-

From the above chart we can observe that majority of the respondents fallen in

Head & shoulders and followed by Garnier, dove, clear, Sun silk and Himalaya

etc.

36%

13%13%

6%

11%

6%

11%

4%

Percentage

Head&shoulders Garnier Dove Pantene Clear Himalaya Sunsilk Others


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CHART-12

INTERPRETATION:-

Age group of (15-25, 71%) have the majority share and followed by the other

(25- 40, 29%) in the head & shoulders brand.


(25- 40, 17%) in the Garnier brand.

Age group of (15-25, 100%) have the all respondents in the Dove brand.


(25- 40, 33%) in the Pantene brand.


(25- 40, 20%) in the clear brand.


(25- 40, 33%) in the Himalaya brand.

Age group of (15-25, 100%) have the all respondents in the Sun silk brand.


(25- 40, 50%) in the other brands.

70.59

83.33

100

66.67

80

66.67

100

50

29.41

16.67

0

33.33

20

33.33

0

50

Head&Shoulders

Garnier

Dove

Pantene

Clear

Himalaya

Sunsilk

Others

Age group

Age (15-25) Age (25-40)


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Q7. What is the reason for it?

CHART-13

INTERPRTATION:-

HEAD & SHOULDERS- In this majority of the respondents perceive it as

qualitative and followed by brand name, product variety, ingredients, colour &

smell, packaging and price. Quality (59%) and brand name (41%) plays a vital

role in consumers minds towards the brand.

GARNIER- In this majority of the respondents going for quality (67%) being and

followed by the product variety, Colour & smell, price, and brand name.

DOVE- Quality of the brand makes the respondents go for this brand and

followed by colour & smell, ingredients, and brand name.

PANTENE- Quality of the brand (100%) pushing the respondents towards brand

and followed by product variety, and ingredients (both are 33%).

Head&Shoulders

Garnier

Dove

Pantene

Clear

Himalaya

Sunsilk

Others

Head&Sh

ouldersGarnier Dove Pantene Clear Himalaya Sunsilk Others

Product variety 17.65 16.67 0 33.33 0 33.33 0 0

Ingredients 11.76 50 16.67 33.33 40 0 0 100

Color&smell 11.76 16.67 33.33 0 60 33.33 40 0

Packaging 11.76 0 0 0 20 0 0 0

Quality 58.82 66.67 100 100 60 100 80 100

Price 11.76 16.67 0 0 20 0 0 0

Brand name 41.18 16.67 16.67 0 40 33.33 0 0

Percentage of factors on scale


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CLEAR-Quality and Colour & smell together makes the respondents go for this

brand and followed by ingredients, and brand name (both are40%), packaging,

and price (20%).

HIMALAYA- All the respondents voted for quality as main reason for their

purchase decision and followed by product variety, colour & smell, and brand

name (All are 33%).

SUNSILK- Quality (80%) being the main reason behind the purchasing decision

and followed by colour & smell (40%).

COMPARISON-Quality being the main reason behind the consumers purchasedecision and followed by colour & smell. Ingredients and brand name contributes

some extent.


CHART-14

INTERPRETATION:-

Majority of the respondents are currently using the brands according to their

favourable attitude except in Pantene and dove.

0% 20% 40% 60% 80% 100%

Head&shoulders

Garnier

Dove

Pantene

Clear

Himalaya

Sunsilk

Others

Yes

No


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Q9. How do you rate the following shampoo brand on the below mentioned parameters?

(1-Excellent, 2-Very good, 3-Average, 4-Poor)

CHART-15

INTERPRETATION:-

HEAD & SHOULDERS-Majority of the respondents rated the quality as

excellent (82%) and followed by the very good (18%).

GARNIER- All of the respondents were rated the quality is excellent.

DOVE- Majority of the respondents rated the Quality (67%) is excellent and

followed by the very good and average (both are 16%).

PANTENE- Majority of the respondents rated the Quality (67%) is excellent and

followed by the average (33%).

CLEAR- Majority of the respondents rated the Quality (60%) is excellent and

followed by very good (40%).

HIMALAYA- All the respondent rated the Quality is excellent.

Head&sh

oulders

Garnier Dove Pantene Clear Himalaya Sunsilk

Excellent 82.35 100 66.67 66.67 60 100 80

Very good 17.65 0 16.67 0 40 0 20

Average 0 0 16.67 33.33 0 0 0

Poor 0 0 0 0 0 0 0

No

of

respondents

Quality


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SUNSILK-Majority of the respondents rated Quality (80%) is excellent and

followed by very good (20%).

COMPARISON- Most common factor that Quality rated as excellent but clear

among those rated as low compared to other brands.

CHART-16

INTERPRETATION:-

COMPARISON- All the brands in the mentioned rated in same manner except

clear. The respondents rated it as excellent and Sun silk rated as Poor when

compared to others. No one rated sun silk as excellent in the mentioned brands

on the scale.

Head&sh

oulders


Excellent 52.94 50 50 33.33 80 33.33 0

Very good 29.41 33.33 16.67 0 20 33.33 20

Average 11.76 16.67 16.67 33.33 0 33.33 60

Poor 5.88 0 16.67 33.33 0 0 20

No

ofrespondents

Price


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CHART-17

INTERPRETATION:-

Majority of them rated Dove and clear as excellent (80% & 67%) on the scale

and followed by Garnier (50%), Pantene and Himalaya (both are 33%). Sun silk

and Garnier rated as poor on the scale respectively (20 % & 17%).

Head&sh

oulders

Garnier Dove Pantene Clear Himalaya sunsilk

Excellent 38.24 50 66.67 33.33 80 33.33 0Very good 23.53 0 16.67 0 20 33.33 80

Average 38.53 33.33 16.67 66.67 0 33.33 0

Poor 0 16.67 0 0 0 0 20

No

ofrespondens

Variety


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CHART-18

INTERPRETATION:-

Only Dove rated as (high) excellent 67% on the scale and followed by the other

mentioned brands Clear, Head & shoulders, Garnier, Pantene and Himalaya.

Pantene rated as very good (high) on the scale and followed by Garnier, Head &

shoulders, Clear and Himalaya, Dove and Sun silk. Sun silk rated as Poor (high)

on the scale and the followed by Head & shoulders.

Head &

shoulder

s


Excellent 35.29 33.33 66.67 33.33 40 33.33 0Very good 41.18 50 33.33 66.67 40 33.33 20

Average 11.76 16.67 0 0 20 33.33 0

Poor 11.76 0 0 0 0 0 80

No

ofrespondents

Packaging


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Q10.How important are the following factors in contributing to brand image for

any shampoo brand?

CHART-19

INTERPRETATION:-

COUNTRY OF ORIGIN: - Majority of the respondents feels that country of

origin is somewhat important (45%) for any shampoo brand because people who

dont aware of the brand they dont buy the product. But at the same time

respondents feels that country of origin is important as well as not important

36.17

76.6

34.04

12.77

4.26

8.51

8.51

42.55

19.15

27.66

46.81

19.15

36.17

23.4

17.02

4.26

31.91

25.53

27.66

31.91

44.68

4.26

0

6.38

14.89

48.94

23.4

23.4

Variety

Quality

High price

Packaging

After sales service


Country of origin



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(both are 24%) for any shampoo brand and followed by very important (8%) on

the scale.

CELEBRITY ENDORSEMENT: - Majority of the respondents feels that

celebrity endorsement is important (36%) in purchasing decision and followed by

somewhat important (32%), not important (23%) and very important (8%). Most

of the leading brands flooded with celebrity endorsers and people may confuse

with their credibility this might be the reason for mixed responses.

AFTER SALES SERVICE:-Majority of the respondents feels that after sales

service is not important (nearly 50%) for any shampoo brand and followed by

somewhat important (27%), important (19%) and important (4%) will not

contribute to push consumers towards any shampoo brand.

PACKAING:-Majority of the respondents feels that packaging plays an

important (47%) role in the consumers mind and followed by the somewhat

important, not important and very important. Most of the respondents reveal that

they attracted towards any shampoo because packaging is the one of main reason.

HIGH PRICE:- From the respondents got some mixed opinions about high price

of the shampoo. But majority of them feels that it should be very important (high

price) and followed by the somewhat important, important and not important.

QUALITY: - Majority of the respondents feels that it should be very important

(77%) and followed by important and somewhat important for any shampoo

brand.

VARIETY: - Majority of them feels that it should be important (42%) and

followed by very important (36%) for any shampoo brand.


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Q11. What is your favourate brand of Sportswear/Apparels?

CHART-20

INTERPRETATION:-

From the above chart we can observe that majority of the share occupied by

Reebok in consumers mind and followed by puma, Adidas, Nike, lee cooper and

others. Cat brand has fallen in the others group in consumers mind. Several

factors might have the contribution towards favourable attitude of the brand in

consumers.

38%

18%

13%

16%

13%

2%

Percentage

REEBOK PUMA NIKE ADIDAS LEE COOPER OTHERS


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CHART-21

INTERPRETATION:-

REEBOK:-Majority of the respondents fall the age group (15-25, 88%) and

followed by the age group (25-40, 12%).

PUMA: - Majority of the respondents fall the age group (15-25, 88%) and


NIKE:-All the respondents have fall in the age group (15-25).

ADIDAS:-Majority of the respondents fall in the age group (15-25, 71%) and


LEE COOPER: - Both age groups have shared equally.

OTHERS:-Only Cat brand have occupied in the consumers mind.

88.24

87.5

100

71.43

50

100

11.76

12.5

0

28.57

50

0

REEBOK

PUMA

NIKE

ADIDAS

LEE COOPER

OTHERS

Age group

Age (25-40) Age (15-25)


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Q12.What is the reason for it?

CHART-22

INERPRETATION:-

REEBOK: - Majority of the respondents perceived it as qualitative (71%) and

followed by design/style (58%) brand name (47%), colours (12%), high price and

others (both are 6% each) are the reason behind the purchasing decision.

PUMA: - Majority of the respondents perceived it as qualitative (87%) and

followed by design/style (62%) brand name (62%), high price (62%) and colours

(25%) are the reason behind the purchasing decision.

NIKE: - Quality, High price, Design/style are perceived (three of them are 100%)

as most important and followed by brand name (67%) and colours (33%) were

the reason behind the purchasing decision.

ADIDAS:-Brand name plays vital role in the consumers mind while making

purchasing decision and followed by Design/Style and Quality were the reason

behind the purchasing decision.

REEBOK PUMA NIKE ADIDAS LEE COOPER OTHERS

Others 5.88 0 0 0 0 0

Colors 11.76 25 33.33 28.57 16.67 0

Brand name 47.06 62.5 66.67 71.43 33.33 100

Design/Style 58.82 62.5 100 57.14 83.33 100

High Price 5.88 62.5 100 0 16.67 100

Quality 70.59 87.5 100 57.14 16.67 100

0

50

100

150

200

250

300

350

400

450


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LEE COOPER:-Majority of the respondents feels that Design/Style of the brand

was the reason behind purchasing decision and followed by brand name (33%),

Quality (17%),High price (17%), Colours (17%) were the reason behind the

purchasing decision.

COMPARISON: - Quality, brand name and Design/Style are leading selling

factors for mentioned brands. But Nike perceived it as most Qualitative brand as

well as top design/style among the other brands.


CHART-23

INTERPRETATION:-

Majority of the brands above mentioned are currently using it by the respondents

and minority shares followed by Lee cooper, Puma, Reebok, and Adidas.

Q14. How do you rate the following Sportswear/Apparels brands on the below

mentioned parameters? (1-Excellent, 2-Very good, 3-Average, 4-Poor)

020

4060

80100

REEBOK

PUMA

NIKE

ADIDAS

LEE COOPER

OTHERS

Yes

No


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CHART-24

INTRPRETATION:-

REEBOK: - Majority of the respondents rated as excellent (53%), and followed

by very good (29%), poor (11%) and average (6%) on the scale.

PUMA: - Majority of the respondents rated as very good (62%) and followed by

average (25%) and excellent (12%) on the scale.

NIKE: - Majority of the respondents rated as excellent (67%) and followed byvery good (17%) and average (17%) on the scale.

ADIDAS: - Majority of the respondents rated as excellent (57%) and followed by

Average (28%) and very good (14%) on the scale.

LEE COOPER: - Majority of the respondents rated as excellent (83%) and

followed by very good (17%) on the scale.

0

20

40

60

80

100

120

REEBOK PUMA NIKE ADIDAS LEE

COOPER

Poor 11.76 0 0 0 0

Average 5.88 25 16.67 28.57 0

Very good 29.41 62.5 16.67 14.29 16.67

Excellent 52.94 12.5 66.67 57.14 83.33

PRICE


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COMPARISON: - Majority of the respondents rated as excellent and Reebok is

the only brand rated as poor on the scale compared to other brands and Puma is

the only brand rated very low as excellent compared to other brands.

CHART-25

INTERPRTATION:-

REEBOK: - Majority of the respondents rated as excellent (70%) and followed

by very good (29%), poor (11%) and average (6%) on the scale.

PUMA: - Majority of the respondents rated as excellent (87%) and followed by

very good (13%) on the scale.

NIKE: - All the respondents rated as excellent on the scale.



0

20

40

60

80

100

120

REEBOKPUMA

NIKEADIDAS

LEE

COOPER

REEBOK PUMA NIKE ADIDAS LEE COOPER

Poor 11.76 0 0 0 0

average 5.88 0 0 0 0

Very good 29.41 12.5 0 14.29 16.67

Excellent 70.59 87.5 100 85.71 83.33

QUALITY


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COMPARISON: - Nike rated as excellent on the scale compared to other brands

and Reebok rated as Poor on the scale compared to other brands.

CHART-26

INTERPRETATION:-

REEBOK: - Majority of the respondents rated as excellent (58%) and followedby Average (29%), very good (11%) on the scale.



NIKE: - Majority of the respondents rated as excellent (83%) and followed by


0

20

40

60

80

100

120

REEBOK PUMA NIKE ADIDAS LEE COOPER

Poor 0 0 0 0 0

Average 29.41 0 0 14.29 0

Very good 11.76 12.5 16.67 14.29 0

Excellent 58.82 87.5 83.33 71.43 100

DESIGN/STYLE


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very good (15%) and Average (14%) on the scale.

LEE COOPER: - All the respondents rated as excellent on the scale.

COMPARISON: - Puma (87%), Adidas (83%), Nike (100%) rated as excellent

compared to other brands and none of the brands rated as poor on the scale.

CHART-27

INTERPRETATION:-


by very good (41%) and Average (6%) on the scale.

PUMA: - Majority of the respondents rated as Very good (75%) and followed by

excellent (25%) on the scale.



0

20

40

60

80

100

120


COOPER

Poor 0 0 0 0 0

Average 5.88 0 0 14.29 0

Very good 41.18 75 16.67 14.29 16.67

Excellent 52.94 25 83.33 71.43 83.33

No

ofrespondents

STORE AMBIENCE


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COMPARISON: - Nike and Lee cooper rated as excellent compared to other

brands and followed by Reebok and Adidas. Puma is the only brand rated as low

on excellent compared to others. None of the brands rated as poor on the scale.

CHART-28

INTERPRETATION:-


by very good (35%) on the scale.



0

20

40

60

80

100


COOPER

Poor 0 0 0 0 0

Average 0 0 0 0 0

Very good 35.25 12.5 16.67 14.29 33.33

Excellent 64.71 87.5 83.33 85.71 66.67

COMFORT


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COMPARISON: - Puma (87%), Nike (83%), Adidas (85%) are rated as excellent

compared to other brands and followed by Reebok (64%), Lee cooper (67%).

None of the brands rated as poor on the scale.

CHART-29

0

20

40

60

80

100

120


COOPERPoor 0 0 0 0 0

Average 11.76 0 0 14.29 0

Very good 35.29 75 16.67 14.29 33.33

Excellent 52.94 25 83.33 71.43 66.67

COLORS


33/36

47

INTERPRETATION:-


by very good (35%) and Average (11%) on the scale.

PUMA: - Majority of the respondents rated as Very good (75%) and followed by

excellent (25%) on the scale.








34/36

48

Q15. How important are the following factors in contributing to brand image for

any Sportswear/Apparels brand?

CHART-30

24.44

77.78

68.89

20

35.56

24.44

26.67

24.44

55.56

31.11

53.33

17.78

24.44

44.44

40

48.89

44.44

44.44

35.56

44.44

11.11

2.22

4.44

31.11

13.33

15.56

17.78

24.44

6.67

13.33

11.11

2.22

2.22

4.44

11.11

11.11

11.11

6.67

2.22

0 10 20 30 40 50 60 70 80 90

High price

Quality

Design/style

Packaging

After sales service & warranty


Country of origin

Store ambience

Colors

Customization



35/36

49

INTERPRETATION:-

CUSTOMIZATION: - Majority of the respondents feels that it is important

(44%) and followed by very important (31%) and somewhat important (13%) on

the scale for any Sportswear/Apparel brand. Most of the people wants to make

their own edition of Sportswear/Apparels if they didnt get they may switch to

another brand.

COLOURS: - Majority of the respondents feels that colour is very important

(55%) for any Sportswear/Apparels and followed by important (35%) somewhatimportant (7%) and not important (2%) on the scale. Because the intensity of

colour attracts the young age group this might be the cause for switching to

another brands when they are unavailable.

STORE AMBIENCE: - Majority of the respondents feels that store ambience is

important (44%) for any Sportswear/Apparels and followed by very important

(24%), somewhat important (24%) and not important (6%) on the scale. It

definitely matters when consumer comes to make a purchase if the store

ambience doesnt give clarity to him/her it leads to switching to other brands.

COUNTRY OF ORIGIN: - Majority of the respondents feels that country of

origin is important (44%) for any Sportswear/Apparels and followed by very

important (26%), somewhat important (18%) and not important (11%) on the

scale.

CELEBRITY ENDORSEMENT: - Majority of the respondents feels that

celebrity endorsement is important (49%) for any Sportswear/Apparels brand and

followed by very important (24%), somewhat important (15%) and not important

(11%) on the scale. Because most of the consumers they identify themselves with

celebrities when they are endorsing particular brand.


36/36

AFTER SALES SERVICE & WARRANTY: - Majority of the respondents feels

that after sales service & warranty is important (40%) for any

Sportswear/Apparels brand and followed by very important (35%), Somewhat

important (13%), and not important (11%) on the scale. Sometimes when

consumers buy branded products if they dont give service and warranty on items

they might not satisfy up to mark this also makes them switching to another

brand.

PACKAGING: - Majority of the respondents feels that packaging is important

(44%) for any Sportswear/Apparels brand and followed by somewhat important

(31%), very important (20%) and not important (4%) on the scale.

DESIGN/STYLE:- Majority of the respondents feels that design/style is very

important (69%) for any Sportswear/Apparels brand and followed by important

(24%), somewhat important (4%), and not important (2%) on the scale. Most of

the consumers they keep on buying when any new design/style releases in market

if they are failed to convince them they may go for another brand.

QUALITY: - Majority of the respondents feels that Quality of branded product is

very important (78%) for any Sportswear/Apparels brand and followed by

important (17%), somewhat important (2%), and not important (2%) on the scale.

When consumers spend so much on the product if the Quality doesnt meet their

level they may not repeat the purchase.

HIGH PRICE: - Majority of the respondents feels that it is important (53%)for

any Sportswear/Apparel brand and followed by very important (24%), somewhat

important (11%), and not important (11%) on the scale. Most of the consumers

think that branded products will be high price always otherwise they perceived it

as cheaper one.

Factors Contributing to Percieved Brand Image Under Selected Product Category PART-2

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Transcript of Factors Contributing to Percieved Brand Image Under Selected Product Category PART-2