Annexures

ANNEXURES
The Annexures are divided into two Parts.
PART A has all the Research Instruments designed and used in
this detailed research study.

PART B has the tables of the findings and the results.

Ph.D. Thesis

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PART A
RESEARCH INSTRUMENT - 1
POOL OF BRANDS

AGE :
GENDER:
FROM THE GIVEN POOL OF BRANDS YOU ARE REQUIRED TO PUT EACH OF
THE PRODUCTS (BRAND) UNDER THE CORRECT CORPORATE LISTED
BELOW
Dabur Promise, Kwality Wall's ice cream, Dabur Odomos, Lifebuoy, Real Active Fruit
Juice, Amul Lite, Lux , Wheel, Jaguar, Sunsilk, Xenon, Mint-O, Amul Kool Caf, Tata
Indica, Bingo, Wills Life Style, Amul fresh Milk, John Player, Indigo Marina, Land Rover,
Amul Gold Milk, ITC welcome Group, Breeze, Liril, Rexona, Aashirwad Aata, Hamam,
Moti soaps, Pureit Water Purifier, Lipton tea, Tata Safari, Brooke Bond tea, Bru Coffee,
Ultra Tech Cement, Tata Salt, Coorg Pure, Mysore Gold Coffee, Pepsodent, Close Up, Surf,
Rin and Wheel, Dabur Odonil, Amul Kool, Vim, Sunfeast, Kitchens of India, Kissan
squashes and jams, Annapurna salt and atta, Pond's talcs and creams, Vaseline lotions, Fair &
Lovely creams, Vivel DiWills, Fiama Di Wills, Lakm, Clinic Plus, Clinic All Clear, Sunsilk,
Dove, Ala bleach, Domex, Rexona, Pears, Amul Mithai Mate, Amul Pure Ghee, Amul Shakti
Toned Milk, Dabur Chyawanprash, Dabur Active Blood Purifier, Dabur Gulabari Rosewater,
Hajmola, Dabur Pudinhara, Amul Lassi, Ponds Chakra Gold, Tetley, Voltas, Westside,
Amul shreekhand, Titan, Sagar Skimmed Milk Powder, Tanishq, Tata Tiscon, Masti Dahi,
Lipton Tea, Amul Malai Paneer, Kwality Walls, Nutramul, Tata Sky, Star Bazaar, Virgin
Mobile, Moti Soaps, Pure it, Vaseline, Sanifresh, Shilajit, Dabur Nature care, Modern Bread,
Axe, Superia, Classmate, PaperKraft, AIM, Mangaldeep,

Candy man, Amul Butter Milk,

Amul Fresh Cream, Amul Shakti Toned milk, Amulya Dairy Whiteness, Amul Cheese
Spread, Amul Pizza Mozzarella cheesse, Utterly Delicious Pizza, Amul Ice Cream, Amul
Choclates, Amul Basundi, Dabur Amla Hair oil, Babool Toothpaste, Dabur Badam oil,
Hingoli, Homemade, Dabur Lal Dant manjan, Dabur Lal Tail, Meswak, Dabur Shanka
Pushpi, Sarbyana Strong, Satisabgol, Vatika Dandruff Control Shampoo, Vatika Fairness
Face pack, Vatika Enriched Coconut Oil, Vatika Smooth and Silky Shampoo, Vatika Root
strengthening Shampoo, Real Nature Fresh fruit juice, Dabur Red Tooth paste, Dabur Active

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Fruit juice, Sun Chips, Parle-G, Krackjack, Magix, Monaco, Kreams, Parle 20-20
cookies, Nimkin, Chox, Hide and Seek, Hide and Seek Milano, Digestive Marie, Parle
Marie, Milk Shakti, Goldenarcs, Kreams Gold, Monaco Jeera, Melody, Mango Bite,
Kaccha MangoBite, Poppins, Kisme Toffee, Kisme Toffee Bar, Mazelo, Kisme Gold,
Orange Candy, Xhale, 2 in 1 clair, Golgappa, Melody Softy, Parle Lites, Musst Bites,
Cheeslings, Sixer, Jeffs, Musst Stix & Musst Chips, Sixer Zeera, Aviance, Knorr, Olay,
Oral B, Pampers, Pantene, Duracell, Gillette, Tide, Pringles Potato Chips, Old Spice,
Clearasil, Whisper, Camay, Hugo, Lacoste, Naomi Campbell, Puma, Ariel, Vicks Healthcare,
Braun, Dunkin Donuts, Rejoice, Ayush, Sunlight, Cadbury Dairy Milk, 5 Star, Perk, Eclairs,
Celebrations, Temptations, Gems, Bournvita, Bytes, Halls, Bubbaloo, Head &
Shoulders.

FILL YOUR RESPONSES BELOW

Gujrat
CoOperative
DABUR PARLE CADBURY HUL

TATA ITC

P&G

Milk
Marketing
Federation
(AMUL)

Total

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RESEARCH INSTRUMENT - 2
Load each of the 57 attributes under ONE of the given determinants
AGE:
GENDER:

Drives me
Builds an
emotional
S.no.

Attribute

connection
with the
Brand

to buy a
Contribution Enhances

product

of product to perception because i

my Lifestyle

of the

perceive

and Image

Brand

greater
value in

I buy
because
i Trust
in the
Brand

I feel
in
sync
with
the
Brand

the brand
1

Active Engagement

Admirable

Advertising and Jingles

Appealing

Approachable

Association of Celebrity or Endorsement

Attitudinal Attachment

Authenticity
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9

Behavioral Loyalty

10

Believable

11

Brand Resonance

12

Captivating

13

Cheerful

14

Conscientious

15

Contribution of Corporate Values to Brand Identity

16

Delivery of Benefits

17

Dependability

18

Durability

19

Dynamic

20

Empathy

21

Engagement

22

Excitement

23

Global Image

24

Glorification of "MY" Personality

25

Honest

26

Innovative

27

Intelligent

28

Intense

29

Likability
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30

Liking of Brand

31

Meaningfulness

32

Mesmerizing

33

Popular

34

Price

35

Product performance better than competitor

36

Recognition

37

Recognition of Logo

38

Relevant

39

Reliability

40

Reliable

41

Sense of Community

42

Sensual Experience

43

Service Oriented

44

Serviceability

45

Social Approval/Social Respect

46

Social Responsibility of the organization

47

Sophistication of the product

48

Spirited

49

Stands for Something

50

Successful
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51

Superiority

52

Sustainability

53

Trust

54

Unique

55

Visibility of Brand

56

Visual Appeal

57

Wholesome

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RESEARCH INSTRUMENT - 3
EVALUATION GRID
AGE:
GENDER:
Rate the below mentioned brand attributes on a scale of 1-5, where 1 being the Lowest and 5 being the Highest, for .
Emotional

Rating My Life

Connection (1-5)

style and
Image

(EC)

Rating My
(1-5)

Rating Consumer

Percept (1-5)

Brand

ion

Knowledge

Rating Trust

Rating Responsible

Rating

(1-5)

(1-5)

(1-5)

towards
Customer

(LI)

(EBP)

(CBK)

Active

Glorification

Brand

Engagemen

of "MY"

Personality

Advertising

Visual

Dynami

Association of

Authe

Sense of

and Jingle

Appeal

celebrity

ntic

Community

Appealing

Wholesome

Delivery

Durabi

Service oriented

benefits

lity

Dependability

Global

Admirable

(T)

(RC)

Appro

Corporate values

Visibilit

achabl

Imagina
tive
Attitudinal
attachment

Meanin

Serviceability

Image
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gfulnes
s
Behavioral

Price

Innovative

Recogn

Intelligent

Honest

Social Approval

Loyalty
Believable

ition

Social
Releva

Responsibility

nt

of the
organization

Captivating

Recogn

Popular

ition of

Reliab

Sustainability

ility

Logo
Cheerful

Stands

Product

for

performance

Trust

somethi
ng
Empathy

Sophistication
of the product

Excitement

Successful

Intense

Superiority

Likeable

Tough

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Annexures
Mesmerizin

Unique

g
Sensorial

Up to date

Experience
Spirited
TOTAL

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Questionnaires for 20 Corporate Blogs

CADBURY
Q1) Does Cadbury pay its Cocoa farmers in Ghana a fair price for its product, something the
farmers werent receiving before?
Yes

No

Q2) Has Cadbury won the prestigious BITC - Business in the community award for its
Cadbury Cocoa Partnership (CCP)?
Yes

No

Q3) Is it true that your favourite Cadbury's product be discarded and remade, if the precise
method of production isn't followed?
Yes

No

Q4) Are lucky Facebook fans of Cadbury rewarded with a 1Kg! Cadburys bar on their
wedding?
Yes

No

Q5) Do Consumers get a chance to get involved in wrapper design for Cadburys?
Yes

No

Q6) Would Cadbury be investing a sum of 45 Million British Pounds over a period of 10yrs
for its CCP?
Yes

No

Q7) Does Cadbury facilitates meetings between British Dairy farmers and Ghana Farmers to
help transfer expertise?
Yes

No

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Q8) Have you heard of the Cadbury's cocoa partnership program in Ghana?
Yes

No

Q9) Have you heard of the Cadbury's Facebook initiative that allows and rewards fans for
recreating Cadbury's Advertisements?
Yes

No

Q10) Do you know how a Cadbury's production facility looks like?

Yes

No

COCA COLA
Q1) Are you aware of the Coca Cola Virtual Museum, through which they aim to catalog
over 500 items significant in the history of Coca Cola ?
Yes

No

Q2) Is it true that Coca Cola switched their major signboards off, all over the world in order
to celebrate Earth Hour on 26th March?
Yes

No

Q3) Is it true that the Coca Cola was featured in National Geographics Ultimate Factories?
Yes

No

Q4) Are you aware that Coca Cola has released a dedicated can for the 2014 FIFA World
Cup in Brazil?
Yes

No

Q5) Are you aware of Coca Colas efforts in cleaning the coastlines across USA?

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Yes

No

Q6) Are you aware that Coca Cola has launched an online service through which a consumer
can Upload images of old Coca Cola advertisements and promotional material and even sell
or auction them ?
Yes

No

Q7) Are you aware that year 2011 marks Coca Colas 125th anniversary?
Yes

No

Q8) Is it true that Coca Cola accepts recipes submitted by individuals who have used Coca
Cola creatively while making a food item?
Yes

No

Q9) Are you aware that Coca Cola trademarked the acronym Coke in 1944 due to its
widespread use ?
Yes

No

Q10) Are you aware that Coca-Cola was the first commercial sponsor of the Olympic games,
at the 1928 games in Amsterdam?
Yes

No

FACEBOOK
Q1) Is it true that Facebook notes will now support Rich Formatting?
Yes

No

Q2.) Is it true that Facebook now offers photo browsing on a single page (The page expands
automatically as you scroll)?

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Yes

No

Q3.) Is it true that Facebook is trying to improve upon its Chat application and Resolve the
technological glitches that the users of this application are inundated with?
Yes

No

Q4.) Is it true that the life of an Injured British student in Mexico was saved, because the
doctors could find suitable (and rare) blood donors on Facebook?
Yes

No

Q5.) Is it true that Facebook has active users in Excess of 500 million, all around the world?
Yes

No

Q6.) Is it true that one of Facebook's most popular applications - Facebook Gift Shop has
now been closed?
Yes

No

Q7.) Have you heard of the Rotten Tomatoes - Facebook collaboration that mixes Movie
reviews with social Networking?
Yes

No

Q8) Have you heard of the "Facebook Stories" application that allows users to share stories
of
Yes

No

Q9.) Have you heard about Facebook's Beta Product "Facebook Answers" on the lines of
Yahoo Answers?
Yes

No

Q10.) Do you know the difference between Top news and Most Recent features of your

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Facebook Homepage?
Yes

No

FRITO LAYS
Q1) Are you aware that Frito Lays recently held a contest which invited people from all over
the world to submit flavor ideas to lays for a new packet of potato chips ?
Yes

No

Q2) Do you know when the national potato chip day?

Yes

No

Q3) Are you aware that every bag of Lays potato chips has 0 % cholesterol?
Yes

No

Q4) Did you know that Lays has received STAR status in its voluntary protection program
by the Occupational Health and Safety Administration (OSHA)?
Yes

No

Q5) Did you know that the same team also received LEED Existing Building (EB) Gold
Certification from the U.S. Green Building Council?
Yes

No

Q6) Do you know about Frito Lays Second-Generation 100% Compostable Bag?
Yes

No

Q7) Are you aware that Frito Lays organizes Flavor Kitchens in the USA where they
introduce new flavors which the company is about to release to interested people?

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Yes

No

Q8) Are you aware that Frito Lays Uses 100% sunflower oil to deep fry their chips ?
Yes

No

Q9) Are you aware that PepsiCo is the owner of Frito Lays?
Yes

No

Q10) Are you aware that Frito Lays Sells both baked and fried chips?
Yes

No

GOOGLE
Q1.) Is Google Instant the fastest search ever?
Yes

No

Q2.) Will Google instant predict search results while you type in the query?
Yes

No

Q3.) Does Google Chrome warns you and prevents you from
Suspected phishing websites?
Yes

No

Q4.) Can you name Googles search upgrade that has been launched recently?
Yes

No

Q5.) Have you heard of Google's Corporate social responsibility initiatives on family safety
like Safe browsing and Cyber bullies?

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Yes

No

Q6.) Do you know about Google's products enhancing browsing experience for kids (Safe
Search and YouTube Safety mode)?
Yes

No

Q7.) Do you know how old Google's browser 'Chrome' is?

Yes

No

Q8.) Can you Name Googles VOIP service?

Yes

No

Q9.) Do you know how much Google voice costs for calls to the United States?
Yes

No

Q10.) Have you heard of a YouTube Initiative that allows users to connect to political
leaders?
Yes

No

HP Blog
Q1) Are you aware of the education initiatives undertaken by HP?
Yes

No

Q2) Are you aware of the work being done by HP employee volunteers in order to raise the
awareness of responsible business practices amongst students?
Yes

No

Q3) Are you aware of HPs project with UNESCO to alleviate brain drain in Africa?
Yes

No

Q4) Are you aware of HPs Agony Aunt segment through which they post solutions to some
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common problems online?

Yes

No

Q5) Is it true that HP has recently set foot into the Tablet PC market?
Yes

No

Q6) Is it true that HP was awarded Supplier of the year 2010 by General Motors?
Yes

No

Q7) Are you aware of the measures taken by HP to increase the efficiency of their Data
Centers and reduce power consumption?
Yes

No

Q8) Is it true that HP uses the operating system Web OS in all of its mobile devices?
Yes

No

Q9) Are you aware that HP has its own internal social networking tool called Water Cooler?
Yes

No

Q10 ) Is it true that HP is performing extensive research in the field of Social Networking as
a corporate tool ?
Yes

No

ICICI BANK
Q1) Have you heard of ICICI Bank's initiative called the ICICI foundation?
Yes

No

Q2) Is it true that the ICICI Foundation will integrate, consolidate and scale up the ICICI
Group's existing initiatives in the area of philanthropy and development?
Yes

No

Q3) Does Dr. Nachiket Mor heads the ICICI group's social initiative division?

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Yes

No

Q4) Can you name the person who will be heading the ICICI foundation?
Yes

No

Q5) Is ICICI the largest financial lender in India?

Yes

No

Q6) Is Overseas trading allowed in ICICI Securities' online broking arm ICICI Direct.com?
Yes

No

Q7) Have you heard of the stock exchanges overseas, in which online trading is allowed?
Yes

No

Q8) Is it true that the Reserve Bank of India allows resident Indians to invest up to $2, 00,000
per annum abroad?
Yes

No

Q9) Is ICICI Bank the first among private banks to offer Floating Rate Repayment Product to
retail loan customers?
Yes

No

Q10) Is ICICI bank eyeing an expansion in Russia?

Yes

No

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KINGFISHER
Q1) Are you aware of Kingfishers annual 4x4 racing competition, the Kingfisher Freedom
Drive?
Yes

No

Q2) Are you aware that Kingfisher Airlines and Jet Airways recently drafted an agreement
which will improve standards of service and a wider choice of air travel options to
consumers?
Yes

No

Q3) Are you aware that Kingfisher offered 5 lucky winners a chance to race against the
ForceIndia F1 driver Adrian Sutil?
Yes

No

Q4) Are you aware that Kingfisher is the official water sponsor for the Mumbai Half
Marathon 2011?
Yes

No

Q5) Are you aware that Kingfisher will offer cash prizes for the best dressed runner in the
Mumbai Half Marathon?
Yes

No

Q6) Are you aware that Kingfisher recently launched Kingfisher Red, a beer for all seasons?
Yes

No

Q7) Are you aware that Kingfisher gave away 7 of its flagship calendars to winners of a
photography competition?
Yes

No

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Q8) Are you aware that Kingfisher offered one lucky winner to star in its flagship Kingfisher
Calendar?
Yes

No

Q9) Are you aware that Kingfisher Airlines now offers direct flights between Bangalore and
London, the first of its kind?
Yes

No

Q10) Are you aware that Kingfisher Airlines is Indias only 5-star rated airlines as per
Skytrax?
Yes

No

LEVIS
Q1) Are you aware of the Levi Strauss Companys official blog?
Yes

No

Q2) Are you aware that an average pair of jeans requires 42 litres of water?
Yes

No

Q3) Are you aware of the number of Levi Strauss Co Product?

Yes

No

Q4) Are you aware of the Levis Waterless initiative?

Yes

No

Q5) Are you aware of Levis anti bullying initiatives?

Yes

No

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Q6) Are you aware of Levis efforts towards implementing sustainable measures?
Yes

No

Q7) Are you aware of the stage of development of a pair of jeans in which the maximum
amount of water is used?
Yes

No

Q8) Are you aware of the four values that drive Levis?
Yes

No

Q9) Are you aware of the major fabric used in a pair of Levis Jeans?
Yes

No

Q10) Are you aware of Levi Strauss Cos affordable jeans brand?
Yes

No

LG
Q1) Are you aware of LGs foray into Smart Television, a television connected to the internet
with content available from the internet?
Yes

No

Q2) Are you aware of LGs new dishwashing technology called True Stream which allows
the user to wash dishes in it without prewashing?
Yes

No

Q3) Are you aware that LG pre-loaded the popular mobile phone game Angry Birds onto its

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Optimus series of smartphones ?

Yes

No

Q4) Are you aware of LGs new innovation 3D augmented reality?

Yes

No

Q5) Are you aware that LG topped the sales figures for LED monitors in 2010?
Yes

No

Q6) Are you aware of LGs new offering, the LG cinema 3D as its first foray into 3D
television?
Yes
Q7)

No

Are you aware of LGs Competitors?

Yes

No

Q8) Are you aware that LG recently gave away 6 Optimus 2X phones via its Facebook Page?
Yes

No

Q9) Are you aware that LG recently announced that they are on track to reduce their
greenhouse gas emissions by almost 14 million tons in 2011?
Yes

No

Q10) Are you aware that LG recently introduced the W700 wireless charging pad which
allows you to charge your mobile devices without the use of wires ?
Yes

No

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M&M
Q1) Are you aware of Mahindras CRI (centre for rural information and insights) team?
Yes

No

Q2) Are you aware that the M&M Logan is officially the widest entry level sedan in the
market?
Yes

No

Q3) Are you aware of Mahindra's foray into water transport?

Yes

No

Q4) Are you aware of Mahindra and Mahindras first yacht, the M&M Odyssea?
Yes

No

Q5) Are you aware that Mahindra and Mahindra organizes The Great Escape, an annual off
roading competition?
Yes

No

Q6) Are you aware of M&Ms Sustainability program Mahindra Hariyali?

Yes

No

Q7) Are you aware that the Scorpio is available in a hybrid version?
Yes

No

Q8) Are you aware that the Scorpio is also available in a pickup truck version?
Yes

No

Q9) Are you aware that Mahindra and Mahindra recently acquired SsangYong Motors Co, a

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Korean Automobile company?

Yes

No

Q10) Are you aware that Mahindras engineers donated one days pay in order to rebuild the
village of the monsoon affected Pattori?
Yes

No

MARUTI SUZUKI
Q1) Have you heard about the launch of New Maruti Suzuki Alto?
Yes

No

Q2) Is it true that the new Maruti Suzuki alto is equipped with a 998cc K-series Engine?
Yes

No

Q3) Is it true that the existing Alto clocks over 20000 models every month?
Yes

No

Q4) Have you heard about the launch of the New Maruti Suzuki Swift?
Yes

No

Q5) Is it true that Maruti Suzuki still retains 48.74% of the Indian Automobile market?
Yes

No

Q6) Is it true that more than 5000 models of the New Maruti Suzuki SX4 diesel have been
booked within a month of its launch?
Yes

No

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Q7) Have you heard about the launch of special edition Maruti Suzuki Estilo?
Yes

No

Q8) Is it true that the new Maruti Suzuki Estilo goes by the name Edge?
Yes

No

Q9) Is it true that Delhi Police have started replacing their Ambassadors with the Maruti
Suzuki SX4?
Yes

No

Q10) Have you heard about Maruti Suzuki's new Luxury Sedan: Kizashi?
Yes

No

McDonald's
Q1) Are you aware that McDonald's was recently recognized as one of the best places for a
working mom to be employed at by the newspaper The Chicago Sun Times?
Yes

No

Q2) Did you know that McDonald's is present in over 117 countries with around 32,000
restaurants?
Yes

No

Q3) Is it true that the Fortune magazine ranks McDonald's as the 10th most admired company
in 2011?
Yes

No

Q4) Are you aware that McDonald's runs on the principles of Ethical, Environmental and
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Ph.D. Thesis

Annexures

Economic?
Yes

No

Q5) Are you aware that McDonald's is taking help of its Indian restaurants in order to better
handle a workforce of a high cultural diversity?
Yes

No

Q6) Are you aware that McDonald's restaurants award scholarships in the schools present in
their immediate vicinity?
Yes

No

Q7) Are you aware that McDonlad's maintains a museum of its history in Illinois, USA?
Yes

No

Q8) Is it true that McDonald's works on a franchisee model?

Yes

No

Q9) Are you aware that throughout McDonald's 32,000 restaurants worldwide, there are a
variety of choices - including fruit, vegetables, 100% juices and dairy - for Happy Meal
sides?
Yes

No

Q10) Are you aware that McDonald's is actively involved in increasing the nutrition value of
the meals consumed by kids worldwide?
Yes

No

NOKIA
Q1) Have you heard about the launch of Nokia Ovi Maps in 3D?

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Yes

No

Q2) Is it true that Nokia would be using the Windows Mobile platform for its upcoming
smartphones?
Yes

No

Q3) Have you heard about Nokia's Eco Innovation initiatives which stress on environment
focus while developing new products?
Yes

No

Q4) Is it true that Nokia Ovi Maps 3D are so realistic that a lot of users find it tough to
differentiate them from photographs?
Yes

No

Q5) Have you heard about the Nokia's Gaming Nights centered around Nokia N8 as a gaming
device?
Yes

No

Q6) Is it true that the recently, A Finnish snowboarding competition was filmed using only
Nokia N8's as cameras?
Yes

No

Q7) Have you heard of Nokia's plan to introduce changeable phone fascia's in different
colors?
Yes

No

Q8) Is it true that Nokia's Mobile filmmaking competition is known as Nokia Shorts?
Yes

No

Q9) Have you heard about Nokia N8's photography features such as digital shutter , Focus

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and Digital Zoom ?

Yes

No

Q10) Is it true that Nokia Shorts has prize money of 10,000 US $?

Yes

No

PHILIPS
Q1) Are you aware of the Philips GoGear Connect, the world first android based mp3 player?
Yes

No

Q2) Are you aware of Philips new battery sense Application which intelligently calculates
the amount of battery life left in your smart phone based on the current applications running ?
Yes

No

Q3) Are you aware that the Philips Fidelo speakers won the CES 2011 Innovation Award?
Yes

No

Q4) Are you aware of the new Philips Action Fit Sports Headphones that do not slip from
ones ears during a workout session?
Yes

No

Q5) Are you aware of the Philips Smart TV, which allows YouTube videos to be streamed
directly onto its screen?
Yes

No

Q6) Are you aware of Philips tie-up with Rhapsody (a digital music subscription service) to

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provide music content to users of Philips music players?

Yes

No

Q7) Are you aware that Philips was recently awarded the prestigious EMMY award for its
work in the development of the Blu-Ray Disc?
Yes

No

Q8)Are you aware of Philips endeavors in the development of the Connected TV, a TV
connected to the internet with internet enabled content ?
Yes

No

Q9) Are you aware Philips new offering, a solar powered battery charger?
Yes

No

Q10) Are you aware of Philips new range of I pad accessories?

Yes

No

SONY
Q1) Are you aware of Sony's latest offering in the field of 3D televisions?
Yes

No

Q2) Does a Sony 3d television support existing 2D content?

Yes

No

Q3) Are you aware that the Vaio X Series comes in the colors of Black, White, Blue, Green,
Pink and Violet ?

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Yes

No

Q4) Are you aware of Sonys Latest offering in the Field of motion controlled gaming, the
play station move?
Yes

No

Q5) Are you aware of Sonys offering in the field of E book readers?
Yes

No

Q6) Are you aware of Sony Alpha, its new range of cameras (besides Cybershot)?
Yes

No

Q7) Are you aware that Ford Taurus car will be launched pre-loaded with Sony stereo
systems?
Yes

No

Q8) Are you aware of Sonys foray into Tablet devices?

Yes

No

Q9) Are you aware that Sony recently launched an advertisement containing televisions from
its past and present?

Q10)

Yes

No

Are

you

Yes

No

aware

of

Sonys

efforts

in

the

field

of

3D

gaming?

VOLKSWAGEN
Q1.) Is it true that the Volkswagen Touareg is now available in a Hybrid version?

208

Ph.D. Thesis

Annexures

Yes

No

Q2.) Is it true that The Volkswagen Group has taken the #1 spot from Japanese carmaker
Toyota as the biggest automaker in the World?
Yes

No

Q3.) Have Volkswagen and Toshiba tied up for the next Gen EV batteries for electric cars?
Yes

No

Q4.) Has Volkswagen started to produce natural gas and autogas powered vehicles with
models such as the Pass at TSI EcoFuel and the Golf BioFuel?
Yes

No

Q5.) Is Volkswagen developing a small car to compete with Toyota's Smart for Two?
Yes

No

Q6.) Is Volkswagen bringing out a polo sedan especially for the Russian market?
Yes

No

Q7.)Is it true that the 2009 VW Golf Blue motion delivers fuel efficiency as high as average
diesel usage of under 4.5 liter per 100 km?
Yes

No

Q8.)Do you know that the new Hybrid version would be 460 pounds lighter and with an
engine 20% more efficient?
Yes

No

Q9.) Have you heard about/seen the 2010 Golf R which happens to be the latest hatchback
from Volkswagen?

209

Ph.D. Thesis

Annexures

Yes

No

Q10.) Have you ever read about the Volkswagen Beetle's and its unique place in history as
the most preferred people's car of all time?
Yes

No

XPERIA
Q1) Have you heard about the release of Sony Xperia PLAY?
Yes

No

Q2) Is it true that the Sony Xperia PLAY is a fully fledged smartphone that also gives you an
amazing gaming experience?
Yes

No

Q3) Is it true that the Sony Xperia PLAY runs on the ANDROID platform?
Yes

No

Q4) Is it true that the Sony Xperia PLAY is equipped with a one of its kind gamepad?
Yes

No

Q5) Can you name 3 games to be initially launched with the Sony Xperia PLAY?
Yes

No

Q6) Have you heard about Sony Ericsson support's channel on youtube?
Yes

No

Q7) Will there be a GINGERBREAD upgrade for the Sony Xperia X-10?

210

Ph.D. Thesis

Annexures

Yes

No

Q8) Have you heard about the recent launch of Hockey Nations 2011 on Sony Xperia PLAY?
Yes

No

Q9) Is it true that Sony Ericsson has its own channel in the ANDROID market?
Yes

No

Q10) Is it true that PlayStation Original games would also be available for the Xperia PLAY?
Yes

No

YAHOO
Q1) Did you know that Yahoo launched a promotional campaign for the 2010 FIFA football
world cup in Indonesia where they allowed people to take a penalty against David Seaman?
Yes

No

Q2) Did you know that yahoo aggregates all searches happening to give a buzz on what the
world is thinking?
Yes

No

Q3) Did you know that yahoo continued to provide its efforts for Relief for japan with a
charity auction?
Yes

No

Q4) Did you know that yahoo properties was nominated for the WEBBY awards?
Yes

No

Q5) Did you know that Yahoo! started a generosity campaign to spread kindness around the

211

Ph.D. Thesis

Annexures

world?
Yes

No

Q6) Did you know that Yahoo has collected and donated millions of dollars to hundreds of
charitable organizations, including the Leukemia & Lymphoma Society, Project Angel Food,
and several chapters of Big Brothers Big Sisters?
Yes

No

Q7) Did you know that yahoo has a state of the art Green data center?
Yes

No

Q8) Did you know that Yahoo has an 'Ask America' Portal which empowers users to educate
and engage citizens on the midterm election by empowering them to join the conversation
and share their opinions?
Yes

No

Q9) Did you know that yahoo has an accessibility program which helps make it easy for
people with all kinds of disabilities to use YAHOO?
Yes

No

Q10) Did you know that Yahoo provides incentives to its employees to reduce their use of
non-renewable resources by 20%?
Yes

No

212

Ph.D. Thesis

Annexures

YAMAHA
Q1) Are you aware that Yamaha recently celebrated the International Female Ride Day (May
7) by organizing a racing competition?
Yes

No

Q2) Are you aware that Yamaha recently revived one of its classic bikes, the XV1900?
Yes

No

Q3) Are you aware that Yamaha often organizes regularized racing competition in the USA
and Canada order to stem the tide of illegal street racing?
Yes

No

Q4) Are you aware that the Yamaha FZ-16 is the first bike in India to use Tubeless tires?
Yes

No

Q5) Is it true that Yamaha won its first ever World Superbike Championship in 2009?
Yes

No

Q6) Are you aware that Yamaha recently organized a motorbike photography competition via
its Facebook page?
Yes

No

Q7) Is it true that a Yamaha Scooter is one of the most efficient means to commute on a daily
basis?
Yes

No

Q8) Are you aware that Yamaha has the widest range of motorcycles all across the world?
Yes

No

213

Ph.D. Thesis

Annexures

Q9) Are you aware that more recent models of Yamaha bikes come with an inbuilt GPS
screen?
Yes

No

Q10) Are you aware that Yamaha was founded in 1887?

Yes

No

214

Ph.D. Thesis

Annexures

RESEARCH INSTRUMENT - 5
Questionnaire to measure Consumer Brand Emotion Score for the 20 Corporate Blogs
Brand Blog: ..
Use one word to describe YOUR perception of the given Brand on the following attributes:
Superb

Excitable

Constructive

Unnoticeable

Excitable

Full of Life

Admired

Disgustful

Appealing

Smart

Magnetic

Excitable

Unnoticeable

Attitudinal

Graceful

Well off

Royal

Disappointing

Sincere

Genuine

Responsible

Disappointing

Believable

Recognized

Genuine

Responsible

Disappointing

Captivating

Superb

Mesmerizing

Full of Life

Unnoticeable

Cheerful

Full of Life

Happy

Well off

Disgustful

Empathy

Understanding

Compassion

Responsiveness

Disappointing

Excitement

Terrific

Fascinating

Encouraging

Disappointing

Intense

Associable

Genuine

Intelligent

Disappointing

Likeable

Purposive

Smart

Magnetic

Disgustful

Mesmerizing

Captivating

Purposive

Superb

Unnoticeable

Sensorial

Intensely

Spirited

Stunning

Disappointing

Splendid

Encouraging

Amazing

Disappointing

Active
Engagement
Advertising
and Jingle

Attachment
Behavioral
Loyalty

Experience
Spirited

215

Ph.D. Thesis

Annexures

PART B

The 50 tables are the result output tables of the calculation of BCCS for 50 Brands.

Following are the result tables of the Consumer rating of 50 brands across the six different brand functions. The rating was done on a
Five-point Likert Scale. The respondents were asked to rate the attributes listed under each brand function on a scale of 1-5 where 1
being the lowest and 5 being the highest.

The values in the columns 2, 4, 6, 8, 10 and 12 are the total score of the ratings of the consumer for that brand function.

The values in the columns 3, 5, 7, 9, 11 and 13 are the total score of consumer ratings multiplied by the weights of the specific brand
function.

The last column (BCCS) represents the sum total of the values in the columns 3, 5, 7, 9, 11 and 13.

216

Ph.D. Thesis

Annexures

TABLE 4.1: 7UP

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

C1

45

9.45

13

1.56

34

3.74

47

9.4

31

3.41

26

2.86

C2

43

9.03

12

1.44

32

3.52

46

9.2

34

3.74

29

3.19

30.12

C3

44

9.24

10

1.2

30

3.3

45

30

3.3

28

3.08

29.12

C4

45

9.45

15

1.8

36

3.96

46

9.2

34

3.74

29

3.19

31.34

C5

44

9.24

13

1.56

33

3.63

45

31

3.41

26

2.86

29.7

C6

44

9.24

13

1.56

33

3.63

48

9.6

32

3.52

27

2.97

30.52

C7

44

9.24

12

1.44

33

3.63

46

9.2

31

3.41

28

3.08

30

C8

43

9.03

13

1.56

33

3.63

46

9.2

32

3.52

26

2.86

29.8

BCCS
30.42

C9

43

9.03

13

1.56

33

3.63

45

34

3.74

26

2.86

29.82

C10

42

8.82

13

1.56

33

3.63

44

8.8

31

3.41

26

2.86

29.08

C11

43

9.03

13

1.56

32

3.52

45

30

3.3

27

2.97

29.38

C12

47

9.87

12

1.44

35

3.85

48

9.6

30

3.3

26

2.86

30.92

C13

45

9.45

15

1.8

32

3.52

45

30

3.3

29

3.19

30.26

C14

40

8.4

14

1.68

27

2.97

43

8.6

31

3.41

29

3.19

28.25

C15

43

9.03

13

1.56

34

3.74

45

31

3.41

28

3.08

29.82

C16

43

9.03

14

1.68

31

3.41

47

9.4

31

3.41

25

2.75

29.68

C17

43

9.03

13

1.56

37

4.07

47

9.4

31

3.41

29

3.19

30.66

C18

45

9.45

13

1.56

32

3.52

49

9.8

30

3.3

29

3.19

30.82

C19

47

9.87

14

1.68

32

3.52

47

9.4

32

3.52

28

3.08

31.07

C20

44

9.24

13

1.56

35

3.85

44

8.8

32

3.52

26

2.86

29.83

C21

46

9.66

13

1.56

32

3.52

45

28

3.08

28

3.08

29.9

C22

44

9.24

12

1.44

35

3.85

48

9.6

33

3.63

26

2.86

30.62

C23

44

9.24

13

1.56

31

3.41

45

33

3.63

26

2.86

29.7

C24

47

9.87

15

1.8

32

3.52

47

9.4

30

3.3

26

2.86

30.75

C25

44

9.24

13

1.56

33

3.63

46

9.2

31

3.41

27

2.97

30.01

C26

44

9.24

13

1.56

32

3.52

48

9.6

33

3.63

29

3.19

30.74

C27

43

9.03

13

1.56

32

3.52

46

9.2

34

3.74

25

2.75

29.8

C28

45

9.45

15

1.8

35

3.85

49

9.8

32

3.52

25

2.75

31.17

217

Ph.D. Thesis

Annexures
C29

45

9.45

13

1.56

36

3.96

48

9.6

37

4.07

23

2.53

C30

42

8.82

13

1.56

35

3.85

45

31

3.41

28

3.08

Total

31.17
29.72
904.19

Mean

44.03333333

13.13333333

33

46.16666667

31.66666667

27

Mean of means

2.935555556

4.377777778

4.125

3.297619048

3.958333333

3.857142857

TABLE 4.2: ASIAN PAINTS

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

43

9.03

13

1.56

25

2.75

59

11.8

30

3.3

30

3.3

31.74

C2

41

8.61

15

1.8

26

2.86

60

12

30

3.3

28

3.08

31.65

C3

44

9.24

14

1.68

24

2.64

60

12

31

3.41

30

3.3

32.27

C4

45

9.45

13

1.56

28

3.08

60

12

30

3.3

29

3.19

32.58

C5

50

10.5

13

1.56

24

2.64

61

12.2

31

3.41

27

2.97

33.28

C6

44

9.24

12

1.44

25

2.75

62

12.4

30

3.3

30

3.3

32.43

C7

44

9.24

12

1.44

27

2.97

60

12

32

3.52

28

3.08

32.25

C8

43

9.03

13

1.56

24

2.64

59

11.8

30

3.3

28

3.08

31.41

C9

43

9.03

13

1.56

25

2.75

60

12

29

3.19

29

3.19

31.72

C10

42

8.82

15

1.8

26

2.86

57

11.4

29

3.19

30

3.3

31.37

C11

43

9.03

14

1.68

24

2.64

58

11.6

32

3.52

28

3.08

31.55

C12

44

9.24

13

1.56

27

2.97

62

12.4

31

3.41

28

3.08

32.66

C13

41

8.61

13

1.56

23

2.53

61

12.2

31

3.41

28

3.08

31.39

C14

40

8.4

14

1.68

27

2.97

43

8.6

26

2.86

29

3.19

27.7

C15

43

9.03

15

1.8

26

2.86

60

12

31

3.41

29

3.19

32.29

C16

41

8.61

14

1.68

26

2.86

59

11.8

30

3.3

28

3.08

31.33

C17

43

9.03

13

1.56

24

2.64

58

11.6

30

3.3

29

3.19

31.32

C18

41

8.61

13

1.56

24

2.64

58

11.6

29

3.19

29

3.19

30.79

C19

44

9.24

14

1.68

25

2.75

57

11.4

29

3.19

28

3.08

31.34

C20

43

9.03

13

1.56

25

2.75

60

12

31

3.41

28

3.08

31.83

C21

43

9.03

15

1.8

25

2.75

58

11.6

29

3.19

27

2.97

31.34

C22

43

9.03

13

1.56

27

2.97

60

12

30

3.3

28

3.08

31.94

C23

41

8.61

13

1.56

26

2.86

59

11.8

29

3.19

30

3.3

31.32

C24

43

9.03

14

1.68

25

2.75

61

12.2

31

3.41

28

3.08

32.15

218

Ph.D. Thesis

Annexures

C25

43

9.03

13

1.56

24

2.64

60

12

29

3.19

31

3.41

31.83

C26

43

9.03

13

1.56

24

2.64

60

12

31

3.41

29

3.19

31.83

C27

43

9.03

12

1.44

25

2.75

57

11.4

30

3.3

30

3.3

31.22

C28

43

9.03

13

1.56

25

2.75

58

11.6

30

3.3

27

2.97

31.21

C29

42

8.82

13

1.56

26

2.86

60

12

31

3.41

28

3.08

31.73

C30

43

9.03

13

1.56

26

2.86

59

11.8

30

3.3

29

3.19

31.74

Total

949.21

Mean

42.96666667

13.36666667

25.26666667

58.86666667

30.06666667

28.66666667

Mean of means

2.864444444

4.455555556

3.158333333

4.204761905

3.758333333

4.095238095

TABLE 4.3: CROCIN

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

C1

38

7.98

1.08

29

3.19

59

11.8

35

3.85

20

2.2

30.1

C2

37

7.77

10

1.2

29

3.19

58

11.6

35

3.85

23

2.53

30.14

C3

38

7.98

11

1.32

29

3.19

60

12

35

3.85

24

2.64

30.98

C4

38

7.98

10

1.2

30

3.3

57

11.4

35

3.85

22

2.42

30.15

C5

38

7.98

1.08

28

3.08

57

11.4

34

3.74

22

2.42

29.7

C6

40

8.4

11

1.32

32

3.52

56

11.2

32

3.52

23

2.53

30.49

C7

36

7.56

12

1.44

31

3.41

60

12

35

3.85

23

2.53

30.79

C8

36

7.56

1.08

33

3.63

57

11.4

35

3.85

24

2.64

30.16

C9

38

7.98

11

1.32

30

3.3

60

12

35

3.85

22

2.42

30.87

C10

38

7.98

11

1.32

29

3.19

57

11.4

36

3.96

24

2.64

30.49

C11

39

8.19

1.08

32

3.52

58

11.6

35

3.85

23

2.53

30.77

C12

38

7.98

12

1.44

31

3.41

62

12.4

35

3.85

22

2.42

31.5

C13

39

8.19

10

1.2

31

3.41

58

11.6

35

3.85

22

2.42

30.67

C14

40

8.4

1.08

29

3.19

59

11.8

36

3.96

21

2.31

30.74

C15

39

8.19

1.08

31

3.41

58

11.6

35

3.85

24

2.64

30.77

C16

38

7.98

1.08

29

3.19

59

11.8

33

3.63

24

2.64

30.32

C17

39

8.19

10

1.2

31

3.41

58

11.6

36

3.96

24

2.64

31

C18

37

7.77

0.96

32

3.52

58

11.6

35

3.85

23

2.53

30.23

C19

38

7.98

10

1.2

31

3.41

59

11.8

35

3.85

22

2.42

30.66

219

BCCS

Ph.D. Thesis

Annexures
C20

39

8.19

11

1.32

30

3.3

60

12

35

3.85

23

2.53

C21

39

C22

37

C23
C24

8.19

0.96

32

3.52

58

11.6

36

3.96

24

2.64

30.87

7.77

11

1.32

29

3.19

58

11.6

37

4.07

22

2.42

30.37

39

8.19

1.08

30

3.3

59

11.8

36

3.96

24

2.64

30.97

38

7.98

1.08

31

3.41

58

11.6

36

3.96

24

2.64

30.67

C25

37

7.77

0.84

24

2.64

60

12

35

3.85

22

2.42

29.52

C26

40

8.4

13

1.56

24

2.64

60

12

36

3.96

22

2.42

30.98

C27

39

8.19

12

1.44

31

3.41

57

11.4

35

3.85

22

2.42

30.71

C28

37

7.77

13

1.56

30

3.3

58

11.6

36

3.96

23

2.53

30.72

C29

39

8.19

10

1.2

30

3.3

60

12

35

3.85

23

2.53

31.07

C30

39

8.19

10

1.2

31

3.41

59

11.8

35

3.85

22

2.42

30.87

Total

31.19

918.47

Mean

38.23333333

10.06666667

29.96666667

58.56666667

35.13333333

22.76666667

Mean of means

2.548888889

3.355555556

3.745833333

4.183333333

4.391666667

3.252380952

TABLE 4.4: THUMPS-UP

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

C1

42

8.82

14

1.68

29

3.19

47

9.4

30

3.3

23

2.53

28.92

C2

43

9.03

14

1.68

29

3.19

49

9.8

29

3.19

23

2.53

29.42

C3

44

9.24

15

1.8

27

2.97

49

9.8

31

3.41

24

2.64

29.86

C4

38

7.98

10

1.2

30

3.3

57

11.4

35

3.85

22

2.42

30.15

C5

44

9.24

14

1.68

28

3.08

47

9.4

31

3.41

22

2.42

29.23

C6

43

9.03

13

1.56

29

3.19

48

9.6

32

3.52

23

2.53

29.43

C7

44

9.24

15

1.8

28

3.08

47

9.4

30

3.3

23

2.53

29.35

C8

44

9.24

13

1.56

28

3.08

47

9.4

27

2.97

24

2.64

28.89

C9

43

9.03

14

1.68

29

3.19

47

9.4

31

3.41

24

2.64

29.35

C10

45

9.45

14

1.68

29

3.19

49

9.8

29

3.19

21

2.31

29.62

C11

42

8.82

13

1.56

29

3.19

46

9.2

30

3.3

23

2.53

28.6

C12

43

9.03

14

1.68

28

3.08

50

10

32

3.52

25

2.75

30.06

C13

43

9.03

13

1.56

29

3.19

49

9.8

30

3.3

22

2.42

29.3

C14

42

8.82

12

1.44

27

2.97

47

9.4

30

3.3

23

2.53

28.46

C15

43

9.03

15

1.8

29

3.19

49

9.8

29

3.19

24

2.64

29.65

220

BCCS

Ph.D. Thesis

Annexures

C16

45

9.45

11

1.32

29

3.19

49

9.8

30

3.3

24

2.64

29.7

C17

44

9.24

12

1.44

28

3.08

46

9.2

30

3.3

23

2.53

28.79

C18

44

9.24

11

1.32

29

3.19

48

9.6

30

3.3

23

2.53

29.18

C19

44

9.24

11

1.32

29

3.19

48

9.6

31

3.41

23

2.53

29.29

C20

43

9.03

13

1.56

30

3.3

46

9.2

30

3.3

23

2.53

28.92

C21

44

9.24

13

1.56

28

3.08

47

9.4

29

3.19

23

2.53

29

C22

43

9.03

13

1.56

29

3.19

48

9.6

30

3.3

22

2.42

29.1

C23

47

9.87

12

1.44

30

3.3

48

9.6

29

3.19

24

2.64

30.04

C24

42

8.82

12

1.44

31

3.41

49

9.8

29

3.19

23

2.53

29.19

C25

44

9.24

13

1.56

28

3.08

48

9.6

29

3.19

23

2.53

29.2

C26

40

8.4

13

1.56

27

2.97

47

9.4

28

3.08

22

2.42

27.83

C27

42

8.82

12

1.44

30

3.3

49

9.8

29

3.19

23

2.53

29.08

C28

43

9.03

13

1.56

28

3.08

48

9.6

31

3.41

23

2.53

29.21

C29

44

9.24

13

1.56

28

3.08

48

9.6

29

3.19

23

2.53

29.2

C30

44

9.24

13

1.56

29

3.19

49

9.8

31

3.41

23

2.53

29.73

Total

877.75

Mean

43.2

12.93333333

28.7

48.2

30.03333333

23.03333333

Mean of means

2.88

4.311111111

3.5875

3.442857143

3.754166667

3.29047619

TABALE 4.5: LIMCA

0.21
11.13

My life style
and Image
11

0.12
1.32

My perception
24

0.11
2.64

Consumer Brand
Knowledge
44

0.2
8.8

Trust
30

0.11
3.3

Responsible towards
customer
22

0.11
2.42

BCCS

C1

Emotional
connection
53

C2

53

11.13

10

1.2

25

2.75

47

9.4

32

3.52

22

2.42

30.42

C3

53

11.13

11

1.32

24

2.64

44

8.8

30

3.3

22

2.42

29.61

C4

53

11.13

11

1.32

24

2.64

44

8.8

30

3.3

22

2.42

29.61

C5

53

11.13

11

1.32

24

2.64

44

8.8

30

3.3

22

2.42

29.61

C6

43

9.03

1.08

20

2.2

33

6.6

20

2.2

18

1.98

23.09

C7

37

7.77

0.72

15

1.65

29

5.8

19

2.09

18

1.98

20.01

C8

41

8.61

1.08

21

2.31

39

7.8

24

2.64

21

2.31

24.75

C9

43

9.03

0.84

21

2.31

40

26

2.86

20

2.2

25.24

C10

42

8.82

0.72

19

2.09

39

7.8

23

2.53

19

2.09

24.05

Customer

221

29.61

Ph.D. Thesis

Annexures
C11

50

10.5

12

1.44

25

2.75

43

8.6

29

3.19

22

2.42

28.9

C12

49

10.29

11

1.32

22

2.42

44

8.8

32

3.52

20

2.2

28.55

C13

53

11.13

10

1.2

27

2.97

42

8.4

23

2.53

21

2.31

28.54

C14

54

11.34

12

1.44

25

2.75

48

9.6

29

3.19

23

2.53

30.85

C15

51

10.71

11

1.32

26

2.86

45

31

3.41

20

2.2

29.5

C16

53

11.13

11

1.32

27

2.97

44

8.8

30

3.3

22

2.42

29.94

C17

52

10.92

11

1.32

26

2.86

37

7.4

28

3.08

15

1.65

27.23

C18

51

10.71

1.08

25

2.75

45

25

2.75

21

2.31

28.6

C19

53

11.13

11

1.32

24

2.64

44

8.8

30

3.3

22

2.42

29.61

C20

57

11.97

15

1.8

30

3.3

45

30

3.3

22

2.42

31.79

C21

44

9.24

10

1.2

23

2.53

38

7.6

23

2.53

21

2.31

25.41

C22

45

9.45

1.08

23

2.53

45

24

2.64

22

2.42

27.12

C23

46

9.66

1.08

25

2.75

39

7.8

22

2.42

17

1.87

25.58

C24

43

9.03

1.08

24

2.64

44

8.8

32

3.52

25

2.75

27.82

C25

37

7.77

1.08

22

2.42

41

8.2

20

2.2

19

2.09

23.76

C26

59

12.39

11

1.32

26

2.86

46

9.2

33

3.63

27

2.97

32.37

C27

54

11.34

12

1.44

27

2.97

46

9.2

34

3.74

23

2.53

31.22

C28

53

11.13

11

1.32

25

2.75

44

8.8

29

3.19

26

2.86

30.05

C29

54

11.34

1.08

26

2.86

49

9.8

31

3.41

23

2.53

31.02

C30

59

12.39

12

1.44

26

2.86

45

29

3.19

19

2.09

Total

30.97
844.83

Mean

49.6

10.16666667

24.03333333

42.56666667

27.6

21.2

Mean of means

3.306666667

3.388888889

3.004166667

3.04047619

3.45

3.028571429

TABLE 4.6: FAIR & LOVELY

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

C1

39

8.19

13

1.56

25

2.75

47

9.4

28

3.08

22

2.42

27.4

C2

41

8.61

13

1.56

25

2.75

49

9.8

27

2.97

23

2.53

28.22

C3

40

8.4

14

1.68

24

2.64

48

9.6

29

3.19

23

2.53

28.04

C4

38

7.98

14

1.68

23

2.53

46

9.2

27

2.97

22

2.42

26.78

C5

39

8.19

13

1.56

24

2.64

48

9.6

28

3.08

23

2.53

27.6

C6

39

8.19

14

1.68

25

2.75

47

9.4

30

3.3

25

2.75

28.07

222

BCCS

Ph.D. Thesis

Annexures

C7

39

8.19

12

1.44

24

2.64

46

9.2

27

2.97

22

2.42

26.86

C8

38

7.98

13

1.56

24

2.64

46

9.2

28

3.08

23

2.53

26.99

C9

38

7.98

13

1.56

25

2.75

45

28

3.08

23

2.53

26.9

C10

39

8.19

13

1.56

31

3.41

47

9.4

27

2.97

23

2.53

28.06

C11

36

7.56

14

1.68

24

2.64

45

30

3.3

21

2.31

26.49

C12

37

7.77

12

1.44

22

2.42

43

8.6

27

2.97

22

2.42

25.62

C13

37

7.77

12

1.44

25

2.75

45

29

3.19

18

1.98

26.13

C14

40

8.4

14

1.68

27

2.97

43

8.6

26

2.86

23

2.53

27.04

C15

43

9.03

11

1.32

26

2.86

45

26

2.86

23

2.53

27.6

C16

40

8.4

14

1.68

22

2.42

47

9.4

27

2.97

21

2.31

27.18

C17

36

7.56

13

1.56

26

2.86

44

8.8

26

2.86

20

2.2

25.84

C18

39

8.19

13

1.56

24

2.64

44

8.8

26

2.86

19

2.09

26.14

C19

41

8.61

13

1.56

25

2.75

49

9.8

31

3.41

20

2.2

28.33

C20

39

8.19

13

1.56

23

2.53

44

8.8

30

3.3

24

2.64

27.02

C21

40

8.4

14

1.68

26

2.86

47

9.4

30

3.3

22

2.42

28.06

C22

37

7.77

13

1.56

23

2.53

48

9.6

28

3.08

21

2.31

26.85

C23

47

9.87

14

1.68

24

2.64

45

28

3.08

21

2.31

28.58

C24

38

7.98

14

1.68

25

2.75

47

9.4

29

3.19

24

2.64

27.64

C25

38

7.98

14

1.68

24

2.64

46

9.2

27

2.97

24

2.64

27.11

C26

41

8.61

15

1.8

24

2.64

47

9.4

30

3.3

22

2.42

28.17

C27

40

8.4

15

1.8

25

2.75

49

9.8

30

3.3

24

2.64

28.69

C28

38

7.98

13

1.56

24

2.64

47

9.4

28

3.08

21

2.31

26.97

C29

40

8.4

13

1.56

26

2.86

48

9.6

28

3.08

22

2.42

27.92

C30

40

8.4

13

1.56

22

2.42

46

9.2

27

2.97

21

2.31

Total

26.86
819.16

Mean

39.23333333

13.3

24.56666667

46.26666667

28.06666667

22.06666667

Mean of means

2.615555556

4.433333333

3.070833333

3.304761905

3.508333333

3.152380952

TABLE 4.7: DETTOL

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

52

10.92

14

1.68

38

4.18

53

10.6

35

3.85

27

2.97

34.2

223

Ph.D. Thesis

Annexures
C2

53

11.13

13

1.56

31

3.41

C3

66

13.86

13

1.56

32

3.52

C4

49

10.29

13

1.56

30

3.3

C5

61

12.81

13

1.56

33

3.63

C6

48

10.08

13

1.56

34

C7

56

11.76

12

1.44

C8

43

9.03

13

1.56

C9

61

12.81

13

C10

44

9.24

C11

45

9.45

C12

55

C13
C14

51

10.2

33

3.63

27

2.97

32.9

48

9.6

33

3.63

28

3.08

35.25

51

10.2

35

3.85

22

2.42

31.62

48

9.6

28

3.08

26

2.86

33.54

3.74

54

10.8

30

3.3

29

3.19

32.67

29

3.19

46

9.2

37

4.07

27

2.97

32.63

31

3.41

51

10.2

35

3.85

27

2.97

31.02

1.56

34

3.74

50

10

28

3.08

27

2.97

34.16

13

1.56

33

3.63

50

10

34

3.74

26

2.86

31.03

14

1.68

37

4.07

52

10.4

30

3.3

26

2.86

31.76

11.55

12

1.44

32

3.52

50

10

35

3.85

29

3.19

33.55

46

9.66

12

1.44

36

3.96

52

10.4

29

3.19

33

3.63

32.28

43

9.03

14

1.68

34

3.74

50

10

30

3.3

29

3.19

30.94

C15

60

12.6

13

1.56

34

3.74

51

10.2

32

3.52

25

2.75

34.37

C16

46

9.66

14

1.68

31

3.41

52

10.4

30

3.3

28

3.08

31.53

C17

44

9.24

13

1.56

33

3.63

49

9.8

31

3.41

26

2.86

30.5

C18

48

10.08

13

1.56

27

2.97

53

10.6

34

3.74

27

2.97

31.92

C19

41

8.61

13

1.56

32

3.52

49

9.8

31

3.41

31

3.41

30.31

C20

46

9.66

14

1.68

32

3.52

52

10.4

30

3.3

24

2.64

31.2

C21

46

9.66

14

1.68

32

3.52

50

10

30

3.3

28

3.08

31.24

C22

44

9.24

13

1.56

32

3.52

55

11

28

3.08

27

2.97

31.37

C23

53

11.13

14

1.68

26

2.86

54

10.8

28

3.08

25

2.75

32.3

C24

45

9.45

12

1.44

30

3.3

50

10

29

3.19

29

3.19

30.57

C25

40

8.4

11

1.32

29

3.19

51

10.2

32

3.52

24

2.64

29.27

C26

48

10.08

15

1.8

26

2.86

52

10.4

30

3.3

27

2.97

31.41

C27

49

10.29

13

1.56

31

3.41

49

9.8

30

3.3

28

3.08

31.44

C28

47

9.87

12

1.44

32

3.52

51

10.2

28

3.08

32

3.52

31.63

C29

49

10.29

13

1.56

30

3.3

52

10.4

28

3.08

28

3.08

31.71

C30

49

10.29

12

1.44

28

3.08

51

10.2

27

2.97

29

3.19

Total

31.17
959.49

Mean

49.23333333

13.03333333

31.63333333

50.9

31

27.36666667

Mean of means

3.282222222

4.344444444

3.954166667

3.635714286

3.875

3.90952381

224

Ph.D. Thesis

Annexures

TABLE 4.8: LAYS

0.21
12

My life style
and Image
8

0.1
1

My perception
28

0.1
3.1

Consumer Brand
Knowledge
53

0.2
11

Trust
31

0.1
3.4

Responsible towards
customer
22

0.1
2.4

BCCS

C1

Emotional
connection
57

C2

59

12.4

29

3.2

53

11

30

3.3

27

33.41

C3

50

10.5

1.1

27

49

9.8

28

3.1

24

2.6

30.07

C4

56

11.8

12

1.4

30

3.3

53

11

30

3.3

24

2.6

33.04

C5

50

10.5

1.1

26

2.9

47

9.4

27

23

2.5

29.34

C6

43

9.03

1.1

25

2.8

43

8.6

25

2.8

23

2.5

26.74

C7

43

9.03

1.1

25

2.8

43

8.6

25

2.8

23

2.5

26.74

C8

60

12.6

15

1.8

34

3.7

52

10

33

3.6

34

3.7

35.91

C9

54

11.3

12

1.4

30

3.3

49

9.8

30

3.3

29

3.2

32.37

C10

54

11.3

1.1

29

3.2

55

11

30

3.3

24

2.6

32.55

C11

50

10.5

1.1

26

2.9

47

9.4

27

23

2.5

29.34

C12

59

12.4

1.1

29

3.2

55

11

31

3.4

25

2.8

33.82

C13

58

12.2

13

1.6

29

3.2

53

11

30

3.3

19

2.1

32.92

C14

58

12.2

12

1.4

31

3.4

55

11

32

3.5

26

2.9

34.41

C15

53

11.1

10

1.2

28

3.1

50

10

30

3.3

25

2.8

31.46

C16

51

10.7

11

1.3

29

3.2

52

10

28

3.1

24

2.6

31.34

C17

50

10.5

10

1.2

29

3.2

45

27

24

2.6

29.5

C18

57

12

10

1.2

23

2.5

42

8.4

26

2.9

20

2.2

29.16

C19

49

10.3

12

1.4

24

2.6

45

23

2.5

23

2.5

28.43

C20

46

9.66

12

1.4

29

3.2

43

8.6

23

2.5

21

2.3

27.73

C21

56

11.8

11

1.3

26

2.9

46

9.2

21

2.3

24

2.6

30.09

C22

62

13

15

1.8

33

3.6

51

10

32

3.5

32

3.5

35.69

C23

37

7.77

0.8

23

2.5

35

24

2.6

17

1.9

22.65

C24

62

13

15

1.8

33

3.6

51

10

32

3.5

32

3.5

35.69

C25

40

8.4

1.1

25

2.8

43

8.6

24

2.6

22

2.4

25.89

C26

46

9.66

0.7

24

2.6

49

9.8

26

2.9

19

2.1

27.77

C27

49

10.3

12

1.4

29

3.2

46

9.2

28

3.1

28

3.1

30.28

C28

57

12

1.1

28

3.1

53

11

30

3.3

24

2.6

32.67

C29

62

13

15

1.8

34

3.7

53

11

33

3.6

33

3.6

36.42

Customer

225

32.44

Ph.D. Thesis

Annexures
C30

46

9.66

30

3.3

43

8.6

29

3.2

25

2.8

Total

28.46
926.33

Mean

52.46666667

10.5

28.16666667

48.46666667

28.16666667

24.63333333

Mean of means

3.497777778

3.5

3.520833333

3.461904762

3.520833333

3.519047619

TABLE 4.9: GARNIER

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

55

11.55

11

1.32

31

3.41

54

10.8

23

2.53

31

3.41

33.02

C2

57

11.97

14

1.68

31

3.41

53

10.6

30

3.3

26

2.86

33.82

C3

56

11.76

12

1.44

35

3.85

54

10.8

24

2.64

31

3.41

33.9

C4

68

14.28

13

1.56

35

3.85

56

11.2

32

3.52

32

3.52

37.93

C5

65

13.65

13

1.56

33

3.63

58

11.6

33

3.63

32

3.52

37.59

C6

60

12.6

14

1.68

34

3.74

53

10.6

35

3.85

29

3.19

35.66

C7

58

12.18

14

1.68

34

3.74

45

26

2.86

24

2.64

32.1

C8

63

13.23

14

1.68

37

4.07

58

11.6

33

3.63

30

3.3

37.51

C9

62

13.02

13

1.56

35

3.85

57

11.4

35

3.85

31

3.41

37.09

C10

59

12.39

14

1.68

33

3.63

48

9.6

32

3.52

30

3.3

34.12

C11

65

13.65

13

1.56

35

3.85

53

10.6

33

3.63

27

2.97

36.26

C12

58

12.18

14

1.68

34

3.74

45

26

2.86

24

2.64

32.1

C13

68

14.28

13

1.56

35

3.85

56

11.2

32

3.52

32

3.52

37.93

C14

55

11.55

14

1.68

33

3.63

52

10.4

27

2.97

28

3.08

33.31

C15

64

13.44

14

1.68

35

3.85

59

11.8

32

3.52

30

3.3

37.59

C16

59

12.39

12

1.44

36

3.96

54

10.8

27

2.97

29

3.19

34.75

C17

65

13.65

12

1.44

35

3.85

62

12.4

36

3.96

31

3.41

38.71

C18

69

14.49

15

1.8

35

3.85

60

12

29

3.19

30

3.3

38.63

C19

68

14.28

13

1.56

36

3.96

63

12.6

36

3.96

31

3.41

39.77

C20

68

14.28

13

1.56

35

3.85

60

12

32

3.52

30

3.3

38.51

C21

62

13.02

12

1.44

31

3.41

58

11.6

32

3.52

28

3.08

36.07

C22

66

13.86

14

1.68

34

3.74

60

12

34

3.74

30

3.3

38.32

C23

68

14.28

13

1.56

35

3.85

56

11.2

32

3.52

32

3.52

37.93

C24

63

13.23

14

1.68

37

4.07

58

11.6

33

3.63

30

3.3

37.51

C25

59

12.39

14

1.68

33

3.63

48

9.6

32

3.52

30

3.3

34.12

226

Ph.D. Thesis

Annexures

C26

55

11.55

14

1.68

33

3.63

52

10.4

27

2.97

28

3.08

33.31

C27

69

14.49

15

1.8

35

3.85

60

12

29

3.19

30

3.3

38.63

C28

62

13.02

12

1.44

31

3.41

58

11.6

32

3.52

28

3.08

36.07

C29

57

11.97

14

1.68

31

3.41

53

10.6

30

3.3

26

2.86

33.82

C30

58

12.18

14

1.68

34

3.74

45

26

2.86

24

2.64

Total

32.1
1078.18

Mean

62.03333333

13.36666667

34.03333333

54.93333333

30.66666667

29.13333333

Mean of means

4.135555556

4.455555556

4.254166667

3.923809524

3.833333333

4.161904762

TABLE 4.10: NESCAFE

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

58

12.18

11

1.32

27

2.97

50

10

33

3.63

28

3.08

33.18

C2

58

12.18

1.08

27

2.97

51

10.2

30

3.3

26

2.86

32.59

C3

74

15.54

15

1.8

40

4.4

67

13.4

39

4.29

35

3.85

43.28

C4

65

13.65

13

1.56

33

3.63

58

11.6

33

3.63

32

3.52

37.59

C5

60

12.6

14

1.68

34

3.74

53

10.6

35

3.85

29

3.19

35.66

C6

65

13.65

13

1.56

33

3.63

58

11.6

33

3.63

32

3.52

37.59

C7

71

14.91

15

1.8

40

4.4

64

12.8

38

4.18

35

3.85

41.94

C8

59

12.39

13

1.56

34

3.74

56

11.2

34

3.74

31

3.41

36.04

C9

58

12.18

10

1.2

29

3.19

45

29

3.19

26

2.86

31.62

C10

65

13.65

13

1.56

35

3.85

53

10.6

33

3.63

27

2.97

36.26

C11

63

13.23

13

1.56

32

3.52

50

10

31

3.41

30

3.3

35.02

C12

59

12.39

13

1.56

33

3.63

53

10.6

29

3.19

28

3.08

34.45

C13

66

13.86

13

1.56

33

3.63

55

11

31

3.41

28

3.08

36.54

C14

67

14.07

15

1.8

36

3.96

62

12.4

35

3.85

32

3.52

39.6

C15

69

14.49

14

1.68

37

4.07

62

12.4

34

3.74

30

3.3

39.68

C16

68

14.28

12

1.44

37

4.07

63

12.6

36

3.96

32

3.52

39.87

C17

70

14.7

15

1.8

36

3.96

63

12.6

35

3.85

30

3.3

40.21

C18

68

14.28

13

1.56

37

4.07

64

12.8

37

4.07

31

3.41

40.19

C19

71

14.91

14

1.68

36

3.96

56

11.2

30

3.3

28

3.08

38.13

C20

56

11.76

11

1.32

27

2.97

59

11.8

34

3.74

30

3.3

34.89

227

Ph.D. Thesis

Annexures
C21

61

12.81

11

1.32

30

3.3

55

11

33

3.63

C22

74

15.54

15

1.8

40

4.4

67

13.4

39

4.29

C23

65

13.65

13

1.56

33

3.63

58

11.6

33

3.63

C24

65

13.65

13

1.56

33

3.63

58

11.6

33

3.63

C25

65

13.65

13

1.56

33

3.63

58

11.6

33

3.63

C26

58

12.18

10

1.2

29

3.19

45

29

C27

63

13.23

13

1.56

32

3.52

50

10

31

C28

66

13.86

13

1.56

33

3.63

55

11

31

C29

69

14.49

14

1.68

37

4.07

62

12.4

C30

70

14.7

15

1.8

36

3.96

63

12.6

28

3.08

35.14

35

3.85

43.28

32

3.52

37.59

32

3.52

37.59

32

3.52

37.59

3.19

26

2.86

31.62

3.41

30

3.3

35.02

3.41

28

3.08

36.54

34

3.74

30

3.3

39.68

35

3.85

30

3.3

40.21

Total

1118.59

Mean

64.86666667

12.96666667

33.73333333

57.1

33.33333333

30.1

Mean of means

4.324444444

4.322222222

4.216666667

4.078571429

4.166666667

4.3

TABLE 4.11: DABUR

Customer
C1

Emotional
connection
37

0.21
7.77

My life style
and Image
5

0.12
0.6

My perception
21

0.11
2.31

Consumer Brand
Knowledge
42

0.2
8.4

Trust
24

0.11
2.64

Responsible towards
customer
22

0.11

BCCS

2.42

24.14

C2

31

6.51

0.72

23

2.53

46

9.2

24

2.64

22

2.42

24.02

C3

44

9.24

1.08

30

3.3

54

11

32

3.52

23

2.53

30.47

C4

39

8.19

13

1.56

28

3.08

51

10

33

3.63

25

2.75

29.41

C5

42

8.82

11

1.32

34

3.74

57

11

34

3.74

25

2.75

31.77

C6

49

10.29

13

1.56

35

3.85

57

11

30

3.3

26

2.86

33.26

C7

48

10.08

0.48

22

2.42

41

8.2

21

2.31

16

1.76

25.25

C8

44

9.24

0.96

26

2.86

40

26

2.86

21

2.31

26.23

C9

41

8.61

1.08

25

2.75

47

9.4

19

2.09

24

2.64

26.57

C10

44

9.24

12

1.44

23

2.53

39

7.8

24

2.64

17

1.87

25.52

C11

45

9.45

11

1.32

22

2.42

38

7.6

23

2.53

23

2.53

25.85
26.72

C12

46

9.66

10

1.2

21

2.31

43

8.6

24

2.64

21

2.31

C13

47

9.87

11

1.32

27

2.97

43

8.6

23

2.53

21

2.31

27.6

C14

40

8.4

11

1.32

24

2.64

26

5.2

25

2.75

23

2.53

22.84

C15

42

8.82

10

1.2

25

2.75

39

7.8

25

2.75

19

2.09

25.41

10

1.2

27

2.97

38

7.6

23

2.53

14

1.54

26.76

C16

52

10.92

228

Ph.D. Thesis

Annexures

C17

44

9.24

0.84

27

2.97

53

11

25

2.75

21

2.31

28.71

30

3.3

53

11

30

3.3

23

2.53

31.67

25

2.75

42

8.4

24

2.64

22

2.42

27.49

23

2.53

25.86

20

2.2

23.39

C18

50

10.5

12

1.44

C19

48

10.08

10

1.2

C20

44

9.24

0.48

23

2.53

40

28

3.08

C21

40

8.4

0.84

23

2.53

35

22

2.42

C22

38

7.98

0.72

25

2.75

40

22

2.42

20

2.2

24.07

C23

37

7.77

0.96

27

2.97

42

8.4

20

2.2

16

1.76

24.06

C24

45

9.45

0.96

24

2.64

45

27

2.97

24

2.64

27.66

24

2.64

51

10

18

1.98

21

2.31

26.25

22

2.42

43

8.6

25

2.75

23

2.53

27.37

C25

40

8.4

0.72

C26

47

9.87

10

1.2

C27

49

10.29

1.08

17

1.87

39

7.8

29

3.19

22

2.42

26.65

C28

43

9.03

11

1.32

21

2.31

34

6.8

20

2.2

22

2.42

24.08

C29

39

8.19

13

1.56

28

3.08

51

10

33

3.63

25

2.75

29.41

0.48

22

2.42

35

32

3.52

15

1.65

C30

43

9.03

Total

24.1
802.59

Mean

43.26666667

8.933333333

25.03333333

43.46666667

25.5

21.3

Mean of means

2.884444444

2.977777778

3.129166667

3.104761905

3.1875

3.042857143

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

48

10.08

1.08

30

3.3

53

1.06

32

3.52

28

3.08

22.12

C2

51

10.71

11

1.32

31

3.41

55

1.1

40

4.4

31

3.41

24.35

C3

49

10.29

1.08

30

3.3

49

0.98

35

3.85

29

3.19

22.69

C4

56

11.76

0.48

30

3.3

49

0.98

35

3.85

29

3.19

23.56

C5

56

11.76

12

1.44

26

2.86

53

1.06

40

4.4

32

3.52

25.04

C6

58

12.18

13

1.56

26

2.86

53

1.06

34

3.74

29

3.19

24.59

C7

58

12.18

12

1.44

27

2.97

56

1.12

35

3.85

31

3.41

24.97

C8

56

11.76

12

1.44

26

2.86

53

1.06

40

4.4

32

3.52

25.04

TABLE 4.12: GOODNIGHT

C9

59

12.39

14

1.68

31

3.41

53

1.06

38

4.18

31

3.41

26.13

C10

56

11.76

12

1.44

26

2.86

53

1.06

40

4.4

32

3.52

25.04

C11

56

11.76

14

1.68

26

2.86

55

1.1

37

4.07

30

3.3

24.77

229

Ph.D. Thesis

Annexures
C12

58

12.18

13

1.56

24

2.64

53

1.06

36

3.96

32

3.52

C13

57

11.97

13

1.56

27

2.97

52

1.04

34

3.74

32

3.52

24.8

C14

56

11.76

11

1.32

29

3.19

53

1.06

34

3.74

32

3.52

24.59

C15

56

11.76

13

1.56

32

3.52

55

1.1

39

4.29

30

3.3

25.53

C16

53

11.13

13

1.56

27

2.97

51

1.02

38

4.18

30

3.3

24.16

C17

58

12.18

12

1.44

31

3.41

55

1.1

40

4.4

32

3.52

26.05

C18

57

11.97

12

1.44

31

3.41

57

1.14

40

4.4

32

3.52

25.88

C19

57

11.97

12

1.44

31

3.41

57

1.14

40

4.4

32

3.52

25.88

C20

56

11.76

12

1.44

26

2.86

53

1.06

40

4.4

32

3.52

25.04

C21

56

11.76

12

1.44

26

2.86

53

1.06

40

4.4

32

3.52

25.04

C22

56

11.76

12

1.44

26

2.86

53

1.06

40

4.4

32

3.52

25.04

C23

56

11.76

12

1.44

30

3.3

55

1.1

40

4.4

32

3.52

25.52

C24

60

12.6

12

1.44

26

2.86

53

1.06

40

4.4

32

3.52

25.88

C25

54

11.34

12

1.44

26

2.86

51

1.02

40

4.4

32

3.52

24.58

C26

54

11.34

11

1.32

29

3.19

54

1.08

33

3.63

29

3.19

23.75

C27

56

11.76

11

1.32

29

3.19

53

1.06

37

4.07

29

3.19

24.59

C28

56

11.76

12

1.44

26

2.86

53

1.06

40

4.4

32

3.52

25.04

C29

57

11.97

12

1.44

31

3.41

56

1.12

36

3.96

30

3.3

25.2

C30

56

11.76

12

1.44

30

3.3

53

1.06

32

3.52

26

2.86

23.94

Total

24.92

743.73

Mean

55.73333333

11.7

28.2

53.4

37.5

30.8

Mean of means

3.715555556

3.9

3.525

3.814285714

4.6875

4.4

TABLE 4.13: MOTOROLA CELLPHONES

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

46

9.66

11

1.32

22

2.42

36

7.2

20

2.2

21

2.31

25.11

C2

40

8.4

0.96

21

2.31

32

6.4

20

2.2

18

1.98

22.25

C3

29

6.09

0.72

15

1.65

31

6.2

19

2.09

16

1.76

18.51

C4

39

8.19

10

1.2

20

2.2

34

6.8

21

2.31

17

1.87

22.57

C5

45

9.45

11

1.32

23

2.53

35

22

2.42

22

2.42

25.14

C6

41

8.61

1.08

19

2.09

31

6.2

15

1.65

21

2.31

21.94

C7

24

5.04

0.48

11

1.21

23

4.6

15

1.65

15

1.65

14.63

230

Ph.D. Thesis

Annexures

C8

33

6.93

0.84

19

2.09

34

6.8

20

2.2

17

1.87

20.73

C9

39

8.19

10

1.2

20

2.2

34

6.8

21

2.31

17

1.87

22.57

C10

36

7.56

0.84

20

2.2

30

12

1.32

16

1.76

19.68

C11

29

6.09

0.72

16

1.76

28

5.6

15

1.65

14

1.54

17.36

C12

20

4.2

0.48

11

1.21

18

3.6

11

1.21

12

1.32

12.02

C13

45

9.45

11

1.32

23

2.53

35

22

2.42

22

2.42

25.14

C14

37

7.77

0.96

20

2.2

33

6.6

19

2.09

17

1.87

21.49

C15

41

8.61

1.08

19

2.09

31

6.2

15

1.65

21

2.31

21.94

C16

39

8.19

0.96

21

2.31

27

5.4

17

1.87

15

1.65

20.38

C17

33

6.93

0.72

14

1.54

30

16

1.76

15

1.65

18.6

C18

37

7.77

1.08

19

2.09

35

20

2.2

17

1.87

22.01

C19

35

7.35

0.72

17

1.87

30

19

2.09

17

1.87

19.9

C20

35

7.35

0.72

15

1.65

32

6.4

21

2.31

18

1.98

20.41

C21

43

9.03

10

1.2

22

2.42

33

6.6

15

1.65

18

1.98

22.88

C22

43

9.03

1.08

23

2.53

40

23

2.53

24

2.64

25.81

C23

39

8.19

0.72

19

2.09

33

6.6

22

2.42

18

1.98

22

C24

29

6.09

0.72

15

1.65

31

6.2

19

2.09

16

1.76

18.51

C25

44

9.24

0.96

16

1.76

30

15

1.65

13

1.43

21.04

C26

29

6.09

0.72

15

1.65

31

6.2

19

2.09

16

1.76

18.51

C27

45

9.45

11

1.32

23

2.53

35

22

2.42

22

2.42

25.14

C28

24

5.04

0.48

11

1.21

23

4.6

15

1.65

15

1.65

14.63

C29

39

8.19

10

1.2

20

2.2

34

6.8

21

2.31

17

1.87

22.57

C30

29

6.09

0.72

16

1.76

28

5.6

15

1.65

14

1.54

17.36

Total

620.83

Mean

36.23333333

7.733333333

18.16666667

31.23333333

18.2

17.36666667

Mean of means

2.415555556

2.577777778

2.270833333

2.230952381

2.275

2.480952381

Customer

Emotional
connection

My life style
and Image

C1

44

9.24

C2

53

11.13

TABLE 4.14: PHILIPS

0.21

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

1.08

27

2.97

41

8.2

17

1.87

25

2.75

26.11

10

1.2

27

2.97

42

8.4

25

2.75

26

2.86

29.31

231

Ph.D. Thesis

Annexures
C3

50

10.5

10

1.2

26

2.86

44

8.8

26

2.86

C4

49

10.29

12

1.44

26

2.86

41

8.2

27

2.97

C5

51

10.71

12

1.44

27

2.97

36

7.2

20

2.2

C6

48

10.08

11

1.32

29

3.19

45

25

2.75

C7

47

9.87

10

1.2

27

2.97

43

8.6

27

C8

48

10.08

11

1.32

26

2.86

37

7.4

C9

50

10.5

10

1.2

27

2.97

40

C10

51

10.71

12

1.44

27

2.97

36

C11

53

11.13

10

1.2

27

2.97

C12

45

9.45

12

1.44

25

2.75

C13

49

10.29

11

1.32

27

2.97

C14

48

10.08

1.08

28

3.08

41

8.2

C15

50

10.5

1.08

27

2.97

48

9.6

C16

57

11.97

13

1.56

28

3.08

46

9.2

22

C17

54

11.34

10

1.2

28

3.08

50

10

29

3.19

C18

56

11.76

10

1.2

28

3.08

46

9.2

24

2.64

C19

48

10.08

1.08

24

2.64

44

8.8

25

2.75

C20

52

10.92

11

1.32

26

2.86

46

9.2

26

C21

50

10.5

10

1.2

26

2.86

44

8.8

26

C22

49

10.29

12

1.44

26

2.86

41

8.2

C23

47

9.87

10

1.2

27

2.97

43

8.6

C24

50

10.5

10

1.2

27

2.97

40

25

2.75

C25

53

11.13

10

1.2

27

2.97

42

8.4

25

2.75

C26

53

11.13

10

1.2

27

2.97

42

8.4

25

2.75

C27

48

10.08

1.08

28

3.08

41

8.2

20

C28

50

10.5

1.08

27

2.97

48

9.6

29

C29

48

10.08

1.08

28

3.08

41

8.2

20

C30

50

10.5

1.08

27

2.97

48

9.6

29

25

2.75

28.97

23

2.53

28.29

21

2.31

26.83

24

2.64

28.98

2.97

25

2.75

28.36

24

2.64

23

2.53

26.83

25

2.75

21

2.31

27.73

7.2

20

2.2

21

2.31

26.83

42

8.4

25

2.75

26

2.86

29.31

40

21

2.31

23

2.53

26.48

45

24

2.64

23

2.53

28.75

20

2.2

23

2.53

27.17

29

3.19

24

2.64

29.98

2.42

24

2.64

30.87

26

2.86

31.67

23

2.53

30.41

21

2.31

27.66

2.86

24

2.64

29.8

2.86

25

2.75

28.97

27

2.97

23

2.53

28.29

27

2.97

25

2.75

28.36

21

2.31

27.73

26

2.86

29.31

26

2.86

29.31

2.2

23

2.53

27.17

3.19

24

2.64

29.98

2.2

23

2.53

27.17

3.19

24

2.64

Total

29.98
856.61

Mean

50.03333333

10.3

26.9

42.76666667

24.46666667

23.7

Mean of means

3.335555556

3.433333333

3.3625

3.054761905

3.058333333

3.385714286

232

Ph.D. Thesis

Annexures

TABLE 4.15: PONDS

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

C1

48

10.08

1.08

30

3.3

53

10.6

32

3.52

28

3.08

31.66

C2

51

10.71

11

1.32

31

3.41

55

11

40

4.4

31

3.41

34.25

C3

45

9.45

11

1.32

32

3.52

49

9.8

37

4.07

32

3.52

31.68

C4

56

11.76

11

1.32

27

2.97

51

10.2

33

3.63

31

3.41

33.29

C5

56

11.76

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.58

C6

58

12.18

13

1.56

26

2.86

53

10.6

34

3.74

29

3.19

34.13

C7

58

12.18

12

1.44

27

2.97

56

11.2

35

3.85

31

3.41

35.05

C8

56

11.76

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.58

C9

54

11.34

14

1.68

27

2.97

53

10.6

38

4.18

31

3.41

34.18

C10

56

11.76

12

1.44

27

2.97

52

10.4

37

4.07

30

3.3

33.94

C11

55

11.55

15

1.8

25

2.75

56

11.2

35

3.85

29

3.19

34.34

C12

54

11.34

13

1.56

26

2.86

53

10.6

40

4.4

32

3.52

34.28

C13

56

11.76

13

1.56

28

3.08

54

10.8

36

3.96

32

3.52

34.68

C14

56

11.76

11

1.32

29

3.19

53

10.6

34

3.74

32

3.52

34.13

C15

58

12.18

13

1.56

27

2.97

53

10.6

39

4.29

30

3.3

34.9

C16

56

11.76

13

1.56

27

2.97

51

10.2

38

4.18

30

3.3

33.97

C17

55

11.55

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.37

C18

56

11.76

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.58

C19

56

11.76

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.58

C20

56

11.76

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.58

C21

56

11.76

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.58

C22

56

11.76

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.58

C23

57

11.97

12

1.44

28

3.08

53

10.6

34

3.74

26

2.86

33.69

C24

60

12.6

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

35.42

C25

54

11.34

12

1.44

26

2.86

51

10.2

40

4.4

32

3.52

33.76

C26

54

11.34

11

1.32

29

3.19

54

10.8

33

3.63

29

3.19

33.47

C27

56

11.76

11

1.32

29

3.19

53

10.6

37

4.07

29

3.19

34.13

C28

56

11.76

12

1.44

26

2.86

53

10.6

40

4.4

32

3.52

34.58

C29

57

11.97

12

1.44

32

3.52

56

11.2

36

3.96

30

3.3

35.39

C30

58

12.18

12

1.44

31

3.41

53

10.6

32

3.52

26

2.86

34.01

233

BCCS

Ph.D. Thesis

Annexures
Total

1025.36

Mean

55.33333333

12.03333333

27.46666667

53.06666667

37.33333333

30.66666667

Mean of means

3.688888889

4.011111111

3.433333333

3.79047619

4.666666667

4.380952381

TABLE 4.16: SPRITE

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

C1

0.11

48

10.08

10

1.2

27

2.97

49

9.8

28

3.08

24

2.64

29.77

C2

50

10.5

1.08

25

2.75

44

8.8

28

3.08

22

2.42

28.63

C3

50

10.5

1.08

27

2.97

45

28

3.08

24

2.64

29.27

C4

46

9.66

1.08

24

2.64

45

25

2.75

21

2.31

27.44

C5

53

11.13

11

1.32

31

3.41

50

10

29

3.19

24

2.64

31.69

C6

44

9.24

10

1.2

30

3.3

41

8.2

29

3.19

25

2.75

27.88

C7

44

9.24

11

1.32

28

3.08

48

9.6

28

3.08

21

2.31

28.63

C8

45

9.45

1.08

24

2.64

42

8.4

24

2.64

21

2.31

26.52
26.52

BCCS

C9

45

9.45

1.08

24

2.64

42

8.4

24

2.64

21

2.31

C10

50

10.5

10

1.2

27

2.97

45

29

3.19

24

2.64

29.5

C11

55

11.55

11

1.32

29

3.19

49

9.8

29

3.19

25

2.75

31.8

C12

49

10.29

11

1.32

28

3.08

38

7.6

29

3.19

22

2.42

27.9

C13

49

10.29

11

1.32

29

3.19

49

9.8

29

3.19

24

2.64

30.43

C14

54

11.34

11

1.32

29

3.19

47

9.4

29

3.19

24

2.64

31.08

C15

51

10.71

1.08

28

3.08

50

10

29

3.19

24

2.64

30.7

C16

51

10.71

10

1.2

27

2.97

48

9.6

28

3.08

24

2.64

30.2

C17

48

10.08

10

1.2

27

2.97

49

9.8

28

3.08

24

2.64

29.77

C18

50

10.5

1.08

28

3.08

45

27

2.97

22

2.42

29.05

C19

52

10.92

11

1.32

27

2.97

48

9.6

27

2.97

21

2.31

30.09

C20

49

10.29

10

1.2

28

3.08

50

10

28

3.08

24

2.64

30.29

C21

50

10.5

1.08

27

2.97

51

10.2

26

2.86

24

2.64

30.25

C22

48

10.08

1.08

23

2.53

46

9.2

27

2.97

22

2.42

28.28

C23

50

10.5

1.08

27

2.97

45

28

3.08

24

2.64

29.27

C24

46

9.66

1.08

24

2.64

45

25

2.75

21

2.31

27.44

C25

44

9.24

10

1.2

30

3.3

41

8.2

29

3.19

25

2.75

27.88

C26

44

9.24

11

1.32

28

3.08

48

9.6

28

3.08

21

2.31

28.63

234

Ph.D. Thesis

Annexures

C27

45

9.45

1.08

24

2.64

42

8.4

24

2.64

21

2.31

C28

50

10.5

10

1.2

27

2.97

45

29

3.19

24

2.64

26.52
29.5

C29

49

10.29

11

1.32

28

3.08

38

7.6

29

3.19

22

2.42

27.9

C30

49

10.29

11

1.32

29

3.19

49

9.8

29

3.19

24

2.64

30.43

Total
Mean

48.6

9.933333333

27.13333333

45.8

27.63333333

22.96666667

Mean of means

3.24

3.311111111

3.391666667

3.271428571

3.454166667

3.280952381

873.26

TABLE 4.17: SURF

Customer

Emotional
connection

0.21

My life style
and Image

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

49

10.29

12

1.44

25

C2

51

10.71

0.96

23

2.75

34

6.8

2.53

31

30

3.3

21

2.31

26.89

25

2.75

19

2.09

C3

44

9.24

0.6

17

1.87

37

19.04

21

2.31

20

2.2

16.22

C4

50

10.5

0.96

C5

47

9.87

0.48

19

2.09

16

1.76

32

27

2.97

23

2.53

19.05

34

23

2.53

21

2.31

C6

56

11.76

0.84

23

16.95

2.53

40

23

2.53

18

1.98

C7

50

10.5

0.96

19.64

19

2.09

32

27

2.97

23

2.53

19.05

C8

48

C9

49

10.08

10.29

0.84

17

1.87

33

28

3.08

21

2.31

18.18

0.96

18

1.98

34

28

3.08

24

2.64

C10

44

9.24

18.95

0.96

18

1.98

33

26

2.86

20

2.2

17.24

C11

44

C12

52

9.24

1.08

20

2.2

31

23

2.53

25

2.75

17.8

10.92

11

1.32

18

1.98

34

27

2.97

21

2.31

19.5

C13

48

10.08

0.72

20

2.2

34

28

3.08

24

2.64

18.72

C14

49

C15

46

10.29

0.84

17

1.87

31

28

3.08

23

2.53

18.61

9.66

10

1.2

18

1.98

32

29

3.19

24

2.64

18.67

C16

49

10.29

10

1.2

21

2.31

31

25

2.75

21

2.31

18.86

C17

49

10.29

1.08

20

2.2

32

28

3.08

21

2.31

18.96

C18

50

10.5

0.96

19

2.09

32

27

2.97

23

2.53

19.05

C19

50

10.5

0.96

19

2.09

32

27

2.97

23

2.53

19.05

C20

51

10.71

1.08

25

2.75

45

28

3.08

24

2.64

20.26

C21

46

9.66

10

1.2

24

2.64

45

24

2.64

22

2.42

18.56

0.12

My perception

0.11

235

Ph.D. Thesis

Annexures
C22

46

9.66

0.72

24

2.64

33

25

2.75

14

1.54

17.31

C23
C24

47

9.87

49

10.29

10

1.2

24

2.64

46

26

2.86

24

2.64

19.21

0.72

24

2.64

53

26

2.86

12

1.32

C25

42

17.83

8.82

1.08

27

2.97

46

24

2.64

20

2.2

C26

17.71

50

10.5

10

1.2

28

3.08

48

26

2.86

21

2.31

19.95

C27

47

9.87

10

1.2

24

2.64

43

27

2.97

20

2.2

18.88

C28

47

9.87

1.08

24

2.64

42

20

2.2

16

1.76

17.55

C29

31

6.51

0.6

29

3.19

42

28

3.08

18

1.98

15.36

C30

45

9.45

1.08

26

2.86

37

30

3.3

25

2.75

Total

19.44
562.49

Mean

47.53333333

8.2

21.53333333

36.96666667

26.13333333

21.03333333

Mean of means

3.168888889

2.733333333

2.691666667

2.64047619

3.266666667

3.004761905

TABLE 4.18: VODAFONE

Customer

Emotional
connection

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

C1

44

C2

53

9.24

1.08

23

2.53

45

27

2.97

11.13

13

1.56

28

3.08

48

9.6

29

3.19

C3

58

12.18

14

1.68

31

3.41

46

9.2

30

3.3

29

C4
C5

56

11.76

12

1.44

27

2.97

43

8.6

23

2.53

39

8.19

0.84

19

2.09

37

7.4

23

2.53

C6

48

10.08

10

1.2

27

2.97

48

9.6

28

3.08

C7

53

11.13

13

1.56

28

3.08

48

9.6

29

C8

51

10.71

10

1.2

28

3.08

42

8.4

18

C9

44

9.24

1.08

24

2.64

42

8.4

C10

35

7.35

0.84

19

2.09

32

C11

58

12.18

14

1.68

31

3.41

C12

52

10.92

11

1.32

28

3.08

C13

56

11.76

12

1.44

27

2.97

C14

54

11.34

11

1.32

29

3.19

41

8.2

25

2.75

C15

48

10.08

1.08

22

2.42

44

8.8

24

2.64

C16

52

10.92

12

1.44

27

2.97

49

9.8

28

3.08

C17

50

10.5

1.08

25

2.75

44

8.8

27

2.97

0.21

Responsible towards
customer

0.11

BCCS

23

2.53

27.35

24

2.64

31.2

3.19

32.96

28

3.08

30.38

22

2.42

23.47

24

2.64

29.57

3.19

24

2.64

31.2

1.98

23

2.53

27.9

23

2.53

21

2.31

26.2

6.4

19

2.09

19

2.09

20.86

46

9.2

30

3.3

29

3.19

32.96

47

9.4

27

2.97

24

2.64

30.33

43

8.6

23

2.53

28

3.08

30.38

22

2.42

29.22

22

2.42

27.44

24

2.64

30.85

24

2.64

28.74

0.2

236

Trust

0.11

Ph.D. Thesis

Annexures

C18

50

10.5

1.08

23

2.53

46

9.2

29

3.19

25

2.75

29.25

C19

58

12.18

13

1.56

30

3.3

47

9.4

22

2.42

25

2.75

31.61

C20

58

12.18

12

1.44

31

3.41

54

10.8

31

3.41

31

3.41

34.65

C21

54

11.34

1.08

27

2.97

47

9.4

30

3.3

25

2.75

30.84

C22

44

9.24

1.08

23

2.53

45

27

2.97

23

2.53

27.35

C23

59

12.39

11

1.32

24

2.64

44

8.8

23

2.53

20

2.2

29.88

C24

56

11.76

12

1.44

27

2.97

43

8.6

23

2.53

28

3.08

30.38

C25

39

8.19

0.84

19

2.09

37

7.4

23

2.53

22

2.42

23.47

C26

35

7.35

0.84

19

2.09

32

6.4

19

2.09

19

2.09

20.86

C27

58

12.18

14

1.68

31

3.41

46

9.2

30

3.3

29

3.19

32.96

C28

56

11.76

12

1.44

27

2.97

43

8.6

23

2.53

28

3.08

30.38

C29

54

11.34

11

1.32

29

3.19

41

8.2

25

2.75

22

2.42

29.22

C30

50

10.5

1.08

25

2.75

44

8.8

27

2.97

24

2.64

28.74

Total

870.6

Mean

50.73333333

10.56666667

25.93333333

43.8

25.5

24.36666667

Mean of means

3.382222222

3.522222222

3.241666667

3.128571429

3.1875

3.480952381

TABLE 4.19: WHIRLPOOL

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

53

11.13

13

1.56

22

2.42

47

9.4

31

3.41

26

2.86

30.78

C2

53

11.13

12

1.44

22

2.42

49

9.8

34

3.74

29

3.19

31.72

C3

54

11.34

12

1.44

21

2.31

47

9.4

31

3.41

26

2.86

30.76

C4

55

11.55

14

1.68

23

2.53

46

9.2

34

3.74

25

2.75

31.45

C5

55

11.55

13

1.56

21

2.31

45

31

3.41

26

2.86

30.69

C6

56

11.76

13

1.56

22

2.42

48

9.6

32

3.52

27

2.97

31.83

C7

52

10.92

12

1.44

22

2.42

46

9.2

31

3.41

26

2.86

30.25

C8

55

11.55

13

1.56

23

2.53

46

9.2

32

3.52

26

2.86

31.22

C9

54

11.34

13

1.56

21

2.31

45

30

3.3

26

2.86

30.37

C10

56

11.76

13

1.56

23

2.53

46

9.2

31

3.41

24

2.64

31.1

C11

55

11.55

13

1.56

21

2.31

48

9.6

31

3.41

25

2.75

31.18

C12

53

11.13

12

1.44

20

2.2

48

9.6

32

3.52

25

2.75

30.64

237

Ph.D. Thesis

Annexures
C13

55

11.55

12

1.44

20

2.2

47

9.4

32

3.52

25

2.75

30.86

C14

56

11.76

14

1.68

21

2.31

47

9.4

31

3.41

25

2.75

31.31

C15

55

11.55

14

1.68

21

2.31

47

9.4

32

3.52

25

2.75

31.21

C16

56

11.76

14

1.68

20

2.2

47

9.4

31

3.41

25

2.75

31.2

C17

53

11.13

13

1.56

21

2.31

47

9.4

31

3.41

24

2.64

30.45

C18

56

11.76

13

1.56

22

2.42

47

9.4

32

3.52

24

2.64

31.3

C19

56

11.76

13

1.56

21

2.31

47

9.4

32

3.52

25

2.75

31.3

C20

54

11.34

13

1.56

23

2.53

48

9.6

32

3.52

25

2.75

31.3

C21

52

10.92

14

1.68

21

2.31

48

9.6

31

3.41

25

2.75

30.67

C22

54

11.34

13

1.56

23

2.53

47

9.4

30

3.3

25

2.75

30.88

C23

53

11.13

13

1.56

21

2.31

46

9.2

32

3.52

25

2.75

30.47

C24

55

11.55

14

1.68

25

2.75

47

9.4

30

3.3

24

2.64

31.32

C25

54

11.34

13

1.56

22

2.42

47

9.4

31

3.41

24

2.64

30.77

C26

53

11.13

13

1.56

20

2.2

48

9.6

33

3.63

19

2.09

30.21

C27

55

11.55

13

1.56

25

2.75

48

9.6

30

3.3

25

2.75

31.51

C28

55

11.55

12

1.44

20

2.2

48

9.6

32

3.52

25

2.75

31.06

C29

54

11.34

12

1.44

20

2.2

45

32

3.52

25

2.75

30.25

C30

55

11.55

13

1.56

21

2.31

45

31

3.41

24

2.64

Total

30.47
928.53

Mean

54.4

12.96666667

21.6

46.9

31.5

25

Mean of means

3.626666667

4.322222222

2.7

3.35

3.9375

3.571428571

TABLE 4.20: ZANDU BALM

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

C1
C2

39

8.19

13

1.56

25

2.75

47

9.4

28

3.08

22

2.42

27.4

43

9.03

12

1.44

23

2.53

44

8.8

25

2.75

33

3.63

28.18

C3

44

9.24

10

1.2

24

2.64

43

8.6

26

2.86

31

3.41

27.95

C4

45

9.45

12

1.44

23

2.53

46

9.2

25

2.75

29

3.19

28.56

C5

44

9.24

13

1.56

24

2.64

45

28

3.08

26

2.86

28.38

C6

44

9.24

11

1.32

25

2.75

45

26

2.86

32

3.52

28.69

C7

44

9.24

12

1.44

24

2.64

46

9.2

27

2.97

31

3.41

28.9

C8

43

9.03

13

1.56

24

2.64

46

9.2

28

3.08

31

3.41

28.92

238

BCCS

Ph.D. Thesis

Annexures

C9

43

9.03

13

1.56

25

2.75

45

26

2.86

32

3.52

C10

42

8.82

13

1.56

23

2.53

44

8.8

27

2.97

30

3.3

27.98

C11

43

9.03

11

1.32

24

2.64

45

25

2.75

31

3.41

28.15

C12

47

9.87

12

1.44

22

2.42

43

8.6

27

2.97

30

3.3

28.6

C13

45

9.45

12

1.44

25

2.75

45

26

2.86

31

3.41

28.91

C14

40

8.4

14

1.68

27

2.97

43

8.6

26

2.86

29

3.19

27.7

C15

43

9.03

11

1.32

26

2.86

45

26

2.86

31

3.41

28.48

C16

40

8.4

14

1.68

22

2.42

47

9.4

27

2.97

30

3.3

28.17

C17

43

9.03

13

1.56

24

2.64

44

8.8

26

2.86

29

3.19

28.08

C18

45

9.45

13

1.56

24

2.64

44

8.8

26

2.86

29

3.19

28.5

C19

47

9.87

14

1.68

25

2.75

42

8.4

27

2.97

31

3.41

29.08

C20

44

9.24

13

1.56

23

2.53

44

8.8

26

2.86

31

3.41

28.4

C21

45

9.45

12

1.44

21

2.31

42

8.4

24

2.64

31

3.41

27.65

C22

44

9.24

12

1.44

23

2.53

42

8.4

26

2.86

31

3.41

27.88

C23

47

9.87

13

1.56

24

2.64

45

27

2.97

32

3.52

29.56

C24

44

9.24

10

1.2

25

2.75

43

8.6

26

2.86

31

3.41

28.06

C25

44

9.24

11

1.32

24

2.64

46

9.2

27

2.97

31

3.41

28.78

C26

43

9.03

13

1.56

24

2.64

43

8.6

24

2.64

31

3.41

27.88

C27

45

9.45

13

1.56

22

2.42

42

8.4

26

2.86

31

3.41

28.1

C28

45

9.45

12

1.44

25

2.75

43

8.6

24

2.64

32

3.52

28.4

C29

42

8.82

13

1.56

24

2.64

43

8.6

26

2.86

31

3.41

27.89

C30

43

9.03

11

1.32

22

2.42

45

27

2.97

31

3.41

Total

28.72

28.15
850.1

Mean

43.66666667

12.3

23.86666667

44.23333333

26.16666667

30.36666667

Mean of means

2.911111111

4.1

2.983333333

3.15952381

3.270833333

4.338095238

TABLE 4.21: AMUL

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

64

13.44

14

1.68

36

3.96

63

12.6

35

3.85

31

3.41

38.94

C2

64

13.44

13

1.56

34

3.74

59

11.8

34

3.74

32

3.52

37.8

C3

66

13.86

14

1.68

36

3.96

60

12

36

3.96

30

3.3

38.76

239

Ph.D. Thesis

Annexures
C4

54

11.34

12

1.44

33

3.63

57

11.4

32

3.52

28

3.08

34.41

C5

66

13.86

14

1.68

38

4.18

64

12.8

38

4.18

31

3.41

40.11

C6

61

12.81

13

1.56

31

3.41

53

10.6

32

3.52

28

3.08

34.98

C7

45

9.45

12

1.44

27

2.97

51

10.2

31

3.41

29

3.19

30.66

C8

60

12.6

14

1.68

33

3.63

57

11.4

36

3.96

31

3.41

36.68

C9

63

13.23

13

1.56

34

3.74

70

14

39

4.29

28

3.08

39.9

C10

48

10.08

1.08

30

3.3

44

8.8

28

3.08

27

2.97

29.31

C11

58

12.18

13

1.56

33

3.63

57

11.4

33

3.63

38

4.18

36.58

C12

60

12.6

15

1.8

30

3.3

58

11.6

41

4.51

30

3.3

37.11

C13

62

13.02

11

1.32

32

3.52

56

11.2

30

3.3

29

3.19

35.55

C14

68

14.28

13

1.56

36

3.96

56

11.2

41

4.51

31

3.41

38.92

C15

65

13.65

12

1.44

36

3.96

61

12.2

35

3.85

29

3.19

38.29

C16

64

13.44

13

1.56

35

3.85

59

11.8

36

3.96

30

3.3

37.91

C17

65

13.65

13

1.56

38

4.18

60

12

37

4.07

27

2.97

38.43

C18

63

13.23

14

1.68

37

4.07

62

12.4

36

3.96

30

3.3

38.64

C19

51

10.71

12

1.44

28

3.08

47

9.4

28

3.08

27

2.97

30.68

C20

41

8.61

13

1.56

28

3.08

51

10.2

28

3.08

26

2.86

29.39

C21

63

13.23

12

1.44

33

3.63

62

12.4

31

3.41

29

3.19

37.3

C22

59

12.39

15

1.8

34

3.74

58

11.6

36

3.96

28

3.08

36.57

C23

59

12.39

12

1.44

30

3.3

53

10.6

33

3.63

27

2.97

34.33

C24

68

14.28

14

1.68

38

4.18

63

12.6

39

4.29

32

3.52

40.55

C25

65

13.65

13

1.56

35

3.85

61

12.2

36

3.96

30

3.3

38.52

C26

65

13.65

12

1.44

31

3.41

61

12.2

37

4.07

25

2.75

37.52

C27

59

12.39

11

1.32

34

3.74

60

12

33

3.63

24

2.64

35.72

C28

60

12.6

15

1.8

32

3.52

57

11.4

30

3.3

30

3.3

35.92

C29

52

10.92

12

1.44

33

3.63

54

10.8

32

3.52

29

3.19

33.5

C30

43

9.03

12

1.44

33

3.63

59

11.8

32

3.52

29

3.19

32.61

Total

1085.59

Mean

59.36666667

12.83333333

33.26666667

57.76666667

34.16666667

29.16666667

Mean of means

3.957777778

4.277777778

4.158333333

4.126190476

4.270833333

4.166666667

240

Ph.D. Thesis

Annexures

TABLE 4.22: BAJAJ MOTORCYCLES

Customer

Emotional
connection

0.21

My life style and

Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

62

13.02

15

1.8

39

4.29

60

12

39

4.29

33

3.63

39.03

C2

42

8.82

0.72

23

2.53

32

6.4

22

2.42

18

1.98

22.87

C3

32

6.72

0.72

19

2.09

32

6.4

17

1.87

17

1.87

19.67

C4

45

9.45

12

1.44

25

2.75

47

9.4

27

2.97

18

1.98

27.99

C5

50

10.5

1.08

22

2.42

47

9.4

30

3.3

21

2.31

29.01

C6

52

10.92

11

1.32

33

3.63

60

12

29

3.19

31

3.41

34.47

C7

73

15.33

14

1.68

35

3.85

54

10.8

30

3.3

28

3.08

38.04

C8

66

13.86

13

1.56

38

4.18

65

13

34

3.74

31

3.41

39.75

C9

39

8.19

0.96

20

2.2

35

20

2.2

19

2.09

22.64

C10

46

9.66

10

1.2

32

3.52

47

9.4

25

2.75

22

2.42

28.95

C11

49

10.29

1.08

22

2.42

44

8.8

33

3.63

21

2.31

28.53

C12

66

13.86

14

1.68

33

3.63

55

11

21

2.31

31

3.41

35.89

C13

46

9.66

10

1.2

22

2.42

41

8.2

22

2.42

21

2.31

26.21

C14

62

13.02

13

1.56

35

3.85

56

11.2

28

3.08

23

2.53

35.24

C15

36

7.56

1.08

20

2.2

32

6.4

20

2.2

20

2.2

21.64

C16

53

11.13

10

1.2

32

3.52

49

9.8

30

3.3

26

2.86

31.81

C17

46

9.66

11

1.32

29

3.19

40

25

2.75

21

2.31

27.23

C18

50

10.5

10

1.2

32

3.52

49

9.8

31

3.41

24

2.64

31.07

C19

33

6.93

1.08

25

2.75

47

9.4

33

3.63

27

2.97

26.76

C20

59

12.39

10

1.2

27

2.97

45

32

3.52

30

3.3

32.38

C21

48

10.08

1.08

22

2.42

47

9.4

32

3.52

28

3.08

29.58

C22

54

11.34

0.72

26

2.86

49

9.8

32

3.52

28

3.08

31.32

C23

58

12.18

0.72

29

3.19

51

10.2

32

3.52

28

3.08

32.89

C24

49

10.29

1.08

19

2.09

34

6.8

21

2.31

16

1.76

24.33

C25

38

7.98

12

1.44

21

2.31

45

29

3.19

18

1.98

25.9

C26

52

10.92

0.72

13

1.43

22

4.4

12

1.32

10

1.1

19.89

C27

39

8.19

0.96

20

2.2

32

6.4

20

2.2

17

1.87

21.82

241

Ph.D. Thesis

Annexures
C28

44

9.24

0.72

16

1.76

32

6.4

16

C29

59

12.39

10

1.2

35

3.85

53

10.6

30

C30

56

11.76

10

1.2

35

3.85

56

11.2

31

1.76

0.99

20.87

3.3

22

2.42

33.76

3.41

30

3.3

Total

34.72
874.26

Mean

50.13333333

9.7

26.63333333

45.26666667

26.76666667

22.93333333

Mean of means

3.342222222

3.233333333

3.329166667

3.233333333

3.345833333

3.276190476

Customer

Emotional
connection

0.21

My life style
and Image

C1

48

10.08

C2

57

C3

TABLE 4.23: BATA

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

11

1.32

27

2.97

53

10.6

32

3.52

26

2.86

31.35

11.97

15

1.8

33

3.63

58

11.6

37

4.07

32

3.52

36.59

70

14.7

15

1.8

32

3.52

61

12.2

30

3.3

27

2.97

38.49

C4

62

13.02

14

1.68

31

3.41

63

12.6

35

3.85

30

3.3

37.86

C5

47

9.87

0.72

28

3.08

33

6.6

37

4.07

27

2.97

27.31

C6

68

14.28

14

1.68

35

3.85

69

13.8

38

4.18

32

3.52

41.31

C7

57

11.97

14

1.68

32

3.52

54

10.8

34

3.74

22

2.42

34.13

C8

54

11.34

14

1.68

33

3.63

57

11.4

36

3.96

31

3.41

35.42

C9

44

9.24

13

1.56

34

3.74

70

14

39

4.29

28

3.08

35.91

C10

41

8.61

1.08

30

3.3

44

8.8

28

3.08

27

2.97

27.84

C11

44

9.24

13

1.56

33

3.63

57

11.4

33

3.63

38

4.18

33.64

C12

26

5.46

15

1.8

30

3.3

58

11.6

41

4.51

30

3.3

29.97

C13

54

11.34

11

1.32

32

3.52

56

11.2

30

3.3

29

3.19

33.87

C14

48

10.08

13

1.56

36

3.96

56

11.2

41

4.51

31

3.41

34.72

C15

75

15.75

12

1.44

36

3.96

61

12.2

35

3.85

29

3.19

40.39

C16

40

8.4

13

1.56

35

3.85

59

11.8

36

3.96

30

3.3

32.87

C17

60

12.6

0.96

20

2.2

35

20

2.2

19

2.09

27.05

C18

63

13.23

10

1.2

32

3.52

47

9.4

25

2.75

22

2.42

32.52

C19

38

7.98

1.08

22

2.42

44

8.8

33

3.63

21

2.31

26.22

C20

49

10.29

14

1.68

33

3.63

55

11

21

2.31

31

3.41

32.32

C21

54

11.34

10

1.2

22

2.42

41

8.2

22

2.42

21

2.31

27.89

C22

54

11.34

13

1.56

35

3.85

56

11.2

28

3.08

23

2.53

33.56

C23

57

11.97

1.08

20

2.2

32

6.4

20

2.2

20

2.2

26.05

242

Ph.D. Thesis

Annexures

C24

55

11.55

10

1.2

32

3.52

49

9.8

30

3.3

26

2.86

32.23

C25

36

7.56

11

1.32

29

3.19

40

25

2.75

21

2.31

25.13

C26

49

10.29

12

1.44

29

3.19

51

10.2

30

3.3

20

2.2

30.62

C27

70

14.7

13

1.56

32

3.52

43

8.6

32

3.52

23

2.53

34.43

C28

62

13.02

13

1.56

33

3.63

52

10.4

27

2.97

21

2.31

33.89

C29

47

9.87

12

1.44

31

3.41

52

10.4

38

4.18

21

2.31

31.61

C30

68

14.28

15

1.8

28

3.08

54

10.8

30

3.3

24

2.64

35.9

Total

981.09

Mean

53.23333333

12.03333333

30.5

52

31.43333333

26.06666667

Mean of means

3.548888889

4.011111111

3.8125

3.714285714

3.929166667

3.723809524

TABLE 4.24: BOROPLUS

Customer

Emotional
connection

My life style
and Image

0.21

C1

61

12.81

1.08

26

2.86

39

7.8

18

1.98

20

2.2

28.73

C2

45

9.45

0.72

16

1.76

38

7.6

27

2.97

16

1.76

24.26

C3

52

10.92

11

1.32

26

2.86

47

9.4

29

3.19

20

2.2

29.89

C4

29

6.09

0.72

15

1.65

24

4.8

15

1.65

0.77

15.68

C5

44

9.24

10

1.2

40

4.4

62

12.4

40

4.4

28

3.08

34.72

C6

23

4.83

0.36

24

2.64

35

24

2.64

21

2.31

19.78

C7

22

4.62

0.6

15

1.65

34

6.8

17

1.87

0.99

16.53

C8

21

4.41

0.36

20

2.2

35

24

2.64

13

1.43

18.04

C9

23

4.83

0.72

29

3.19

44

8.8

22

2.42

15

1.65

21.61

C10

29

6.09

0.96

27

2.97

48

9.6

28

3.08

19

2.09

24.79

C11

28

5.88

0.36

17

1.87

27

5.4

14

1.54

22

2.42

17.47

C12

36

7.56

0.72

20

2.2

40

26

2.86

14

1.54

22.88

C13

34

7.14

0.84

20

2.2

42

8.4

22

2.42

17

1.87

22.87

C14

49

10.29

10

1.2

24

2.64

44

8.8

23

2.53

15

1.65

27.11

C15

33

6.93

0.96

23

2.53

42

8.4

24

2.64

19

2.09

23.55

C16

26

5.46

0.84

26

2.86

41

8.2

26

2.86

16

1.76

21.98

C17

33

6.93

0.36

23

2.53

46

9.2

20

2.2

30

3.3

24.52

C18

44

9.24

10

1.2

26

2.86

47

9.4

26

2.86

18

1.98

27.54

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

243

Trust

0.11

Responsible
towards customer

0.11

BCCS

Ph.D. Thesis

Annexures
C19

22

4.62

0.48

C20
C21

17

1.87

27

5.4

22

2.42

24

2.64

2.31

33

6.6

1.98

32

6.4

30

6.3

0.72

21

33

6.93

0.6

18

20

2.2

17

1.87

20

19

2.09

15

1.65

19.65

C22

31

6.51

0.84

19

2.09

34

6.8

21

2.31

11

1.21

19.76

C23

40

8.4

0.84

25

2.75

49

9.8

31

3.41

23

2.53

27.73

C24

29

6.09

0.72

22

2.42

37

7.4

23

2.53

15

1.65

20.81

C25

32

6.72

0.84

16

1.76

36

7.2

17

1.87

18

1.98

20.37

C26

23

4.83

0.36

14

1.54

26

5.2

12

1.32

10

1.1

14.35

C27

27

5.67

0.72

24

2.64

37

7.4

15

1.65

24

2.64

20.72

C28

35

7.35

0.72

23

2.53

39

7.8

24

2.64

14

1.54

22.58

C29

31

6.51

0.72

18

1.98

32

6.4

18

1.98

17

1.87

19.46

C30

50

10.5

12

1.44

28

3.08

50

10

36

3.96

14

1.54

Total

17.43

30.52
675.33

Mean

33.83333333

6.533333333

22.06666667

38.9

22.76666667

17.36666667

Mean of means

2.255555556

2.177777778

2.758333333

2.778571429

2.845833333

2.480952381

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

C1

52

10.92

11

1.32

33

3.63

59

11.8

39

4.29

C2

53

11.13

11

1.32

29

3.19

49

9.8

33

3.63

C3

46

9.66

13

1.56

32

3.52

50

10

35

C4

54

11.34

12

1.44

33

3.63

57

11.4

C5

66

13.86

14

1.68

38

4.18

64

12.8

C6

61

12.81

13

1.56

31

3.41

53

C7

45

9.45

12

1.44

27

2.97

C8

60

12.6

14

1.68

33

3.63

C9

63

13.23

13

1.56

34

C10

48

10.08

1.08

C11

58

12.18

13

C12

60

12.6

15

C13

62

13.02

C14

68

14.28

TABLE 4.25: BOURNVITA

0.11

BCCS

30

3.3

35.26

28

3.08

32.15

3.85

28

3.08

31.67

32

3.52

28

3.08

34.41

38

4.18

31

3.41

40.11

10.6

32

3.52

28

3.08

34.98

51

10.2

31

3.41

29

3.19

30.66

57

11.4

36

3.96

31

3.41

36.68

3.74

70

14

39

4.29

28

3.08

39.9

30

3.3

44

8.8

28

3.08

27

2.97

29.31

1.56

33

3.63

57

11.4

33

3.63

38

4.18

36.58

1.8

30

3.3

58

11.6

41

4.51

30

3.3

37.11

11

1.32

32

3.52

56

11.2

30

3.3

29

3.19

35.55

13

1.56

36

3.96

56

11.2

41

4.51

31

3.41

38.92

244

Ph.D. Thesis

Annexures

C15

65

13.65

12

1.44

36

3.96

61

12.2

35

3.85

29

3.19

C16

64

13.44

13

1.56

35

3.85

59

11.8

36

3.96

30

3.3

37.91

C17

65

13.65

13

1.56

38

4.18

60

12

37

4.07

27

2.97

38.43

C18

63

13.23

14

1.68

37

4.07

62

12.4

36

3.96

30

3.3

38.64

C19

51

10.71

12

1.44

28

3.08

47

9.4

28

3.08

27

2.97

30.68

C20

41

8.61

13

1.56

28

3.08

51

10.2

28

3.08

26

2.86

29.39

C21

63

13.23

12

1.44

33

3.63

62

12.4

31

3.41

29

3.19

37.3

C22

59

12.39

15

1.8

34

3.74

58

11.6

36

3.96

28

3.08

36.57

C23

59

12.39

12

1.44

30

3.3

53

10.6

33

3.63

27

2.97

34.33

C24

68

14.28

14

1.68

38

4.18

63

12.6

39

4.29

32

3.52

40.55

C25

65

13.65

13

1.56

35

3.85

61

12.2

36

3.96

30

3.3

38.52

C26

65

13.65

12

1.44

31

3.41

61

12.2

37

4.07

25

2.75

37.52

C27

59

12.39

11

1.32

34

3.74

60

12

33

3.63

24

2.64

35.72

C28

60

12.6

15

1.8

32

3.52

57

11.4

30

3.3

30

3.3

35.92

C29

52

10.92

12

1.44

33

3.63

54

10.8

32

3.52

29

3.19

33.5

C30

43

9.03

12

1.44

33

3.63

59

11.8

32

3.52

29

3.19

32.61

Total

38.29

1069.17

Mean

57.93333333

12.63333333

32.86666667

56.96666667

34.23333333

28.93333333

Mean of means

3.862222222

4.211111111

4.108333333

4.069047619

4.279166667

4.133333333

TABLE 4.26; BSNL

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

56

11.76

14

1.68

27

2.97

57

11.4

24

2.64

27

2.97

33.42

C2

37

7.77

1.08

26

2.86

46

9.2

25

2.75

24

2.64

26.3

C3

47

9.87

1.08

25

2.75

43

8.6

27

2.97

24

2.64

27.91

C4

43

9.03

10

1.2

32

3.52

49

9.8

31

3.41

24

2.64

29.6

C5

47

9.87

1.08

25

2.75

47

9.4

33

3.63

27

2.97

29.7

C6

55

11.55

10

1.2

27

2.97

45

32

3.52

30

3.3

31.54

C7

44

9.24

1.08

22

2.42

47

9.4

32

3.52

28

3.08

28.74

C8

48

10.08

0.72

26

2.86

49

9.8

32

3.52

28

3.08

30.06

C9

37

7.77

1.08

22

2.42

38

7.6

23

2.53

20

2.2

23.6

245

Ph.D. Thesis

Annexures
C10

34

7.14

1.08

20

2.2

34

6.8

21

2.31

21

2.31

21.84

C11

31

6.51

1.08

21

2.31

C12

30

6.3

1.08

21

2.31

35

23

2.53

21

2.31

21.74

37

7.4

22

2.42

19

2.09

C13

19

3.99

0.72

11

21.6

1.21

23

4.6

12

1.32

17

1.87

13.71

C14

37

7.77

0.84

21

2.31

38

7.6

18

1.98

0.99

21.49

C15

37

7.77

1.08

19

C16

47

9.87

12

1.44

21

2.09

34

6.8

21

2.31

12

1.32

21.37

2.31

45

29

3.19

16

1.76

27.57

C17

22

4.62

0.72

13

1.43

22

4.4

12

1.32

18

1.98

14.47

C18

36

7.56

0.96

C19

33

6.93

0.72

20

2.2

32

6.4

20

2.2

10

1.1

20.42

16

1.76

32

6.4

16

1.76

17

1.87

C20

56

11.76

10

19.44

1.2

35

3.85

53

10.6

30

3.3

0.99

31.7

C21

42

8.82

C22

45

9.45

10

1.2

35

3.85

56

11.2

31

3.41

22

2.42

30.9

13

1.56

34

3.74

51

10.2

28

3.08

30

3.3

31.33

C23

17

3.57

0.72

0.88

20

13

1.43

23

2.53

13.13

C24

29

C25

51

6.09

0.84

20

2.2

35

16

1.76

10

1.1

18.99

10.71

10

1.2

28

3.08

48

9.6

24

2.64

18

1.98

C26

56

29.21

11.76

12

1.44

28

3.08

39

7.8

22

2.42

25

2.75

29.25

C27
C28

46

9.66

1.08

24

2.64

43

8.6

24

2.64

15

1.65

26.27

37

7.77

0.72

15

1.65

25

14

1.54

17

1.87

18.55

C29
C30

45

9.45

1.08

25

2.75

41

8.2

22

2.42

12

1.32

25.22

48

10.08

1.08

29

3.19

48

9.6

25

2.75

19

2.09

28.79

Total

747.86

Mean

40.4

8.9

23.2

40.4

23.4

19.73333333

Mean of means

2.693333333

2.966666667

2.9

2.885714286

2.925

2.819047619

TABLE4.27: CADBURY
Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

58

12.18

1.08

34

3.74

54

10.8

34

3.74

16

1.76

33.3

C2

57

11.97

1.08

33

3.63

56

11.2

37

4.07

14

1.54

33.49

C3

65

13.65

13

1.56

39

4.29

66

13.2

32

3.52

29

3.19

39.41

C4

55

11.55

12

1.44

31

3.41

53

10.6

32

3.52

22

2.42

32.94

C5

60

12.6

14

1.68

31

3.41

54

10.8

27

2.97

21

2.31

33.77

246

Ph.D. Thesis

Annexures

C6

59

12.39

13

1.56

38

4.18

58

11.6

34

3.74

24

2.64

36.11

C7

38

7.98

13

1.56

28

3.08

43

8.6

19

2.09

22

2.42

25.73

C8

75

15.75

15

1.8

40

4.4

70

14

40

4.4

35

3.85

44.2

C9

67

14.07

13

1.56

34

3.74

54

10.8

39

4.29

28

3.08

37.54

C10

69

14.49

15

1.8

40

4.4

64

12.8

40

4.4

29

3.19

41.08

C11

75

15.75

15

1.8

40

4.4

68

13.6

40

4.4

34

3.74

43.69

C12

55

11.55

11

1.32

36

3.96

50

10

32

3.52

23

2.53

32.88

C13

56

11.76

12

1.44

31

3.41

51

10.2

31

3.41

18

1.98

32.2

C14

48

10.08

13

1.56

29

3.19

50

10

33

3.63

21

2.31

30.77

C15

61

12.81

13

1.56

37

4.07

49

9.8

30

3.3

25

2.75

34.29

C16

68

14.28

11

1.32

38

4.18

60

12

40

4.4

35

3.85

40.03

C17

47

9.87

0.96

30

3.3

39

7.8

28

3.08

13

1.43

26.44

C18

56

11.76

11

1.32

29

3.19

49

9.8

28

3.08

22

2.42

31.57

C19

58

12.18

13

1.56

32

3.52

62

12.4

33

3.63

23

2.53

35.82

C20

39

8.19

0.48

30

3.3

30

24

2.64

23

2.53

23.14

C21

41

8.61

0.84

31

3.41

41

8.2

28

3.08

21

2.31

26.45

C22

36

7.56

0.72

30

3.3

41

8.2

31

3.41

23

2.53

25.72

C23

62

13.02

11

1.32

33

3.63

58

11.6

31

3.41

30

3.3

36.28

C24

56

11.76

10

1.2

29

3.19

25

25

2.75

24

2.64

26.54

C25

50

10.5

11

1.32

25

2.75

49

9.8

19

2.09

18

1.98

28.44

C26

49

10.29

10

1.2

28

3.08

49

9.8

23

2.53

23

2.53

29.43

C27

39

8.19

12

1.44

29

3.19

58

11.6

30

3.3

26

2.86

30.58

C28

46

9.66

1.08

25

2.75

43

8.6

23

2.53

19

2.09

26.71

C29

43

9.03

12

1.44

27

2.97

40

23

2.53

22

2.42

26.39

C30

51

10.71

1.08

25

2.75

49

9.8

21

2.31

22

2.42

Total

29.07
974.01

Mean

54.63333333

11.13333333

32.06666667

51.1

30.23333333

23.5

Mean of means

3.642222222

3.711111111

4.008333333

3.65

3.779166667

3.357142857

247

Ph.D. Thesis

Annexures

TABLE 4.28: COCA COLA

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

59

12.39

14

1.68

34

3.74

54

10.8

36

3.96

27

2.97

35.54

C2

63

13.23

13

1.56

35

3.85

54

10.8

38

4.18

21

2.31

35.93

C3

43

9.03

10

1.2

29

3.19

46

9.2

29

3.19

21

2.31

28.12

C4

55

11.55

1.08

31

3.41

47

9.4

22

2.42

21

2.31

30.17

C5

61

12.81

12

1.44

37

4.07

55

11

34

3.74

25

2.75

35.81

C6

56

11.76

10

1.2

30

3.3

56

11.2

25

2.75

31

3.41

33.62

C7

51

10.71

11

1.32

32

3.52

46

9.2

24

2.64

19

2.09

29.48

C8

37

7.77

0.96

13

1.43

32

6.4

11

1.21

14

1.54

19.31

C9

62

13.02

13

1.56

33

3.63

54

10.8

30

3.3

26

2.86

35.17

C10

48

10.08

10

1.2

30

3.3

48

9.6

25

2.75

23

2.53

29.46

C11

57

11.97

12

1.44

30

3.3

64

12.8

32

3.52

26

2.86

35.89

C12

52

10.92

11

1.32

32

3.52

53

10.6

29

3.19

24

2.64

32.19

C13

48

10.08

0.96

28

3.08

57

11.4

34

3.74

31

3.41

32.67

C14

51

10.71

11

1.32

34

3.74

54

10.8

34

3.74

28

3.08

33.39

C15

38

7.98

0.96

22

2.42

38

7.6

22

2.42

19

2.09

23.47

C16

54

11.34

0.72

29

3.19

28

5.6

28

3.08

23

2.53

26.46

C17

56

11.76

13

1.56

33

3.63

33

6.6

33

3.63

30

3.3

30.48

C18

56

11.76

11

1.32

29

3.19

49

9.8

28

3.08

22

2.42

31.57

C19

58

12.18

13

1.56

32

3.52

62

12.4

33

3.63

23

2.53

35.82

C20

39

8.19

0.48

30

3.3

30

24

2.64

23

2.53

23.14

C21

41

8.61

0.84

31

3.41

41

8.2

28

3.08

21

2.31

26.45

C22

36

7.56

0.72

30

3.3

41

8.2

31

3.41

23

2.53

25.72

C23

62

13.02

11

1.32

33

3.63

58

11.6

31

3.41

30

3.3

36.28

C24

49

10.29

1.08

19

2.09

34

6.8

21

2.31

16

1.76

24.33

C25

38

7.98

12

1.44

21

2.31

45

29

3.19

18

1.98

25.9

C26

52

10.92

0.72

13

1.43

22

4.4

12

1.32

10

1.1

19.89

C27

39

8.19

0.96

20

2.2

32

6.4

20

2.2

17

1.87

21.82

C28

44

9.24

0.72

16

1.76

32

6.4

16

1.76

0.99

20.87

C29

59

12.39

10

1.2

35

3.85

53

10.6

30

3.3

22

2.42

33.76

C30

56

11.76

10

1.2

35

3.85

56

11.2

31

3.41

30

3.3

34.72

248

Ph.D. Thesis

Annexures

Total

887.43

Mean

50.66666667

9.733333333

28.53333333

45.8

27.33333333

22.43333333

Mean of means

3.377777778

3.244444444

3.566666667

3.271428571

3.416666667

3.204761905

TABLE 4.29: COMPLAN

Customer

Emotional
connection

0.21

My life style and

Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

48

10.08

14

1.68

27

2.97

41

8.2

25

2.75

21

2.31

27.99

C2

36

7.56

12

1.44

19

2.09

36

7.2

20

2.2

11

1.21

21.7

C3

31

6.51

0.72

17

1.87

27

5.4

22

2.42

18

1.98

18.9

C4

40

8.4

12

1.44

24

2.64

46

9.2

16

1.76

16

1.76

25.2

C5

27

5.67

0.6

18

1.98

29

5.8

20

2.2

19

2.09

18.34

C6

36

7.56

0.84

23

2.53

33

6.6

24

2.64

13

1.43

21.6

C7

35

7.35

0.72

19

2.09

27

5.4

15

1.65

17

1.87

19.08

C8

35

7.35

0.72

23

2.53

29

5.8

16

1.76

10

1.1

19.26

C9

31

6.51

0.72

24

2.64

33

6.6

23

2.53

18

1.98

20.98

C10

45

9.45

11

1.32

29

3.19

41

8.2

25

2.75

17

1.87

26.78

C11

26

5.46

0.48

19

2.09

30

26

2.86

17

1.87

18.76

C12

31

6.51

0.96

19

2.09

27

5.4

18

1.98

15

1.65

18.59

C13

43

9.03

0.84

26

2.86

32

6.4

19

2.09

17

1.87

23.09

C14

26

5.46

0.6

23

2.53

34

6.8

18

1.98

19

2.09

19.46

C15

16

3.36

0.48

19

2.09

29

5.8

31

3.41

21

2.31

17.45

C16

37

7.77

10

1.2

25

2.75

36

7.2

15

1.65

18

1.98

22.55

C17

51

10.71

11

1.32

26

2.86

45

30

3.3

19

2.09

29.28

C18

30

6.3

1.08

13

1.43

36

7.2

25

2.75

21

2.31

21.07

C19

50

10.5

12

1.44

32

3.52

46

9.2

22

2.42

15

1.65

28.73

C20

46

9.66

12

1.44

28

3.08

46

9.2

29

3.19

17

1.87

28.44

C21

30

6.3

0.72

21

2.31

31

6.2

18

1.98

20

2.2

19.71

C22

30

6.3

0.84

22

2.42

44

8.8

26

2.86

14

1.54

22.76

C23

49

10.29

1.08

29

3.19

37

7.4

23

2.53

15

1.65

26.14

C24

40

8.4

0.96

27

2.97

40

26

2.86

16

1.76

24.95

C25

31

6.51

0.96

22

2.42

36

7.2

22

2.42

17

1.87

21.38

249

Ph.D. Thesis

Annexures
C26

40

8.4

0.84

25

2.75

41

8.2

25

2.75

16

1.76

24.7

C27

40

8.4

0.96

23

2.53

44

8.8

22

2.42

19

2.09

25.2

C28

26

5.46

0.72

12

1.32

24

4.8

17

1.87

0.88

15.05

C29

34

7.14

0.72

23

2.53

44

8.8

21

2.31

17

1.87

23.37

C30

26

5.46

0.84

18

1.98

29

5.8

26

2.86

20

2.2

19.14

Total

669.65

Mean

35.53333333

7.966666667

22.5

35.76666667

22.16666667

16.7

Mean of means

2.368888889

2.655555556

2.8125

2.554761905

2.770833333

2.385714286

TABLE 4.30: HEAD & SHOULDERS

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

52

10.92

12

1.44

29

3.19

48

9.6

29

3.19

26

2.86

31.2

C2

43

9.03

1.08

27

2.97

39

7.8

29

3.19

25

2.75

26.82

C3

41

8.61

10

1.2

29

3.19

41

8.2

26

2.86

23

2.53

26.59

C4

53

11.13

10

1.2

26

2.86

42

8.4

23

2.53

20

2.2

28.32

C5

60

12.6

10

1.2

29

3.19

47

9.4

22

2.42

18

1.98

30.79

C6

59

12.39

15

1.8

32

3.52

54

10.8

32

3.52

27

2.97

35

C7

38

7.98

0.96

30

3.3

53

10.6

30

3.3

26

2.86

29

C8

58

12.18

1.08

29

3.19

49

9.8

33

3.63

22

2.42

32.3
29.56

C9

48

10.08

1.08

29

3.19

48

9.6

31

3.41

20

2.2

C10

53

11.13

11

1.32

30

3.3

54

10.8

31

3.41

30

3.3

33.26

C11

53

11.13

11

1.32

32

3.52

56

11.2

32

3.52

28

3.08

33.77

C12

50

10.5

13

1.56

29

3.19

49

9.8

26

2.86

20

2.2

30.11

C13

59

12.39

12

1.44

30

3.3

56

11.2

32

3.52

19

2.09

33.94

C14

42

8.82

1.08

35

3.85

42

8.4

24

2.64

18

1.98

26.77

C15

52

10.92

1.08

15

1.65

46

9.2

27

2.97

25

2.75

28.57

C16

40

8.4

11

1.32

26

2.86

44

8.8

25

2.75

35

3.85

27.98

C17

60

12.6

13

1.56

37

4.07

63

12.6

28

3.08

13

1.43

35.34

C18

63

13.23

14

1.68

31

3.41

47

9.4

29

3.19

22

2.42

33.33

C19

38

7.98

0.72

24

2.64

40

18

1.98

23

2.53

23.85

C20

49

10.29

12

1.44

22

2.42

41

8.2

27

2.97

23

2.53

27.85

C21

54

11.34

1.08

26

2.86

50

10

25

2.75

21

2.31

30.34

250

Ph.D. Thesis

Annexures

C22

54

11.34

11

1.32

28

3.08

53

10.6

24

2.64

23

2.53

31.51

C23

57

11.97

11

1.32

31

3.41

22

4.4

49

5.39

30

3.3

29.79

C24

55

11.55

14

1.68

24

2.64

49

9.8

37

4.07

24

2.64

32.38

C25

36

7.56

0.72

20

2.2

32

6.4

22

2.42

18

1.98

21.28

C26

49

10.29

11

1.32

33

3.63

53

10.6

35

3.85

23

2.53

32.22

C27

70

14.7

15

1.8

32

3.52

61

12.2

20

2.2

26

2.86

37.28

C28

62

13.02

14

1.68

31

3.41

63

12.6

35

3.85

19

2.09

36.65

C29

47

9.87

0.72

28

3.08

33

6.6

37

4.07

24

2.64

26.98

C30

68

14.28

14

1.68

35

3.85

69

13.8

38

4.18

24

2.64

Total

40.43
923.21

Mean

52.1

10.8

28.63333333

48.13333333

29.2

23.16666667

Mean of means

3.473333333

3.6

3.579166667

3.438095238

3.65

3.30952381

TABLE 4.31: HERO HONDA TWO WHEELERS

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

C1

0.11

BCCS

55

11.55

16

1.92

31

3.41

50

10

30

3.3

28

3.08

C2

33.26

60

12.6

15

1.8

39

4.29

70

14

40

4.4

29

3.19

40.28
34.21

C3

56

11.76

0.96

35

3.85

53

10.6

35

3.85

29

3.19

C4

48

10.08

0.96

29

3.19

45

28

3.08

19

2.09

28.4

C5

33

6.93

0.96

21

2.31

44

8.8

50

5.5

24

2.64

27.14

C6

52

10.92

12

1.44

27

2.97

44

8.8

24

2.64

23

2.53

29.3

C7

61

12.81

12

1.44

29

3.19

47

9.4

31

3.41

24

2.64

32.89

C8

68

14.28

13

1.56

38

4.18

65

13

34

3.74

27

2.97

39.73

C9

34

7.14

0.72

23

2.53

34

6.8

20

2.2

16

1.76

21.15

C10

53

11.13

12

1.44

25

2.75

44

8.8

24

2.64

26

2.86

29.62

C11

67

14.07

15

1.8

40

4.4

63

12.6

40

4.4

35

3.85

41.12

C12

60

12.6

1.08

31

3.41

52

10.4

30

3.3

27

2.97

33.76

C13

61

12.81

12

1.44

25

2.75

51

10.2

26

2.86

29

3.19

33.25

C14

50

10.5

10

1.2

28

3.08

47

9.4

28

3.08

25

2.75

30.01

C15

38

7.98

0.96

22

2.42

38

7.6

22

2.42

19

2.09

23.47

C16

54

11.34

0.72

29

3.19

28

5.6

28

3.08

23

2.53

26.46

251

Ph.D. Thesis

Annexures
C17

56

11.76

13

1.56

33

3.63

33

6.6

33

3.63

30

3.3

30.48
31.57
35.82

C18

56

11.76

11

1.32

29

3.19

49

9.8

28

3.08

22

2.42

C19

58

12.18

13

1.56

32

3.52

62

12.4

33

3.63

23

2.53

C20

39

8.19

0.48

30

3.3

30

24

2.64

23

2.53

23.14

C21

41

8.61

0.84

31

3.41

41

8.2

28

3.08

21

2.31

26.45

C22

36

7.56

0.72

30

3.3

41

8.2

31

3.41

23

2.53

25.72

C23

62

13.02

11

1.32

33

3.63

58

11.6

31

3.41

30

3.3

36.28

C24

54

11.34

0.72

29

3.19

28

5.6

28

3.08

23

2.53

26.46

C25

36

7.56

0.72

20

2.2

32

6.4

22

2.42

22

2.42

21.72

C26

49

10.29

11

1.32

33

3.63

53

10.6

35

3.85

30

3.3

32.99

C27

70

14.7

15

1.8

32

3.52

61

12.2

20

2.2

27

2.97

37.39

C28

62

13.02

14

1.68

31

3.41

63

12.6

35

3.85

30

3.3

37.86

C29

47

9.87

0.72

28

3.08

33

6.6

37

4.07

27

2.97

27.31

C30

68

14.28

14

1.68

35

3.85

69

13.8

38

4.18

32

3.52

41.31

Total

938.55

Mean

52.8

10.23333333

29.93333333

47.6

30.43333333

25.53333333

Mean of means

3.52

3.411111111

3.741666667

3.4

3.804166667

3.647619048

TABLE 4.32: IODEX

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

C1

52

10.92

0.11

BCCS

11

1.32

31

3.41

53

10.6

35

3.85

26

2.86

C2

49

32.96

10.29

11

1.32

30

3.3

48

9.6

32

3.52

24

2.64

30.67

C3
C4

27

5.67

0.72

20

2.2

32

6.4

17

1.87

16

1.76

18.62

33

6.93

1.08

20

2.2

39

7.8

32

3.52

27

2.97

24.5

C5

42

8.82

0.84

21

2.31

36

7.2

18

1.98

21

2.31

23.46

C6

43

9.03

0.72

22

2.42

39

7.8

22

2.42

27

2.97

25.36

C7

64

13.44

13

1.56

36

3.96

45

31

3.41

23

2.53

33.9

C8

63

13.23

13

1.56

38

4.18

61

12.2

36

3.96

27

2.97

38.1

C9

51

10.71

12

1.44

30

3.3

51

10.2

37

4.07

26

2.86

32.58

C10

46

9.66

0.72

26

2.86

40

24

2.64

26

2.86

26.74

C11

47

9.87

1.08

22

2.42

44

8.8

22

2.42

24

2.64

27.23

C12

38

7.98

1.08

24

2.64

41

8.2

25

2.75

21

2.31

24.96

252

Ph.D. Thesis

Annexures

C13

48

10.08

10

1.2

24

2.64

43

8.6

24

2.64

24

2.64

27.8

C14

31

6.51

0.72

22

2.42

30

22

2.42

18

1.98

20.05

C15

52

10.92

1.08

22

2.42

47

9.4

28

3.08

21

2.31

29.21

C16

40

8.4

0.84

20

2.2

33

6.6

20

2.2

18

1.98

22.22

C17

55

11.55

12

1.44

35

3.85

57

11.4

35

3.85

32

3.52

35.61

C18

44

9.24

1.08

22

2.42

46

9.2

33

3.63

18

1.98

27.55

C19

35

7.35

0.72

21

2.31

33

6.6

22

2.42

20

2.2

21.6

C20

67

14.07

15

1.8

30

3.3

50

10

33

3.63

25

2.75

35.55

C21

33

6.93

0.84

25

2.75

30

20

2.2

18

1.98

20.7

C22

35

7.35

0.96

26

2.86

46

9.2

33

3.63

22

2.42

26.42

C23

33

6.93

0.84

29

3.19

54

10.8

33

3.63

29

3.19

28.58

C24

44

9.24

1.08

34

3.74

54

10.8

33

3.63

26

2.86

31.35

C25

34

7.14

0.84

37

4.07

55

11

27

2.97

29

3.19

29.21

C26

34

7.14

0.84

21

2.31

38

7.6

20

2.2

19

2.09

22.18

C27

35

7.35

0.84

28

3.08

53

10.6

35

3.85

24

2.64

28.36

C28

33

6.93

0.72

23

2.53

40

21

2.31

18

1.98

22.47

C29

34

7.14

0.84

26

2.86

40

23

2.53

25

2.75

24.12

C30

34

7.14

0.84

33

3.63

53

10.6

33

3.63

29

3.19

Total

29.03
821.09

Mean

42.53333333

8.6

26.6

44.36666667

27.53333333

23.43333333

Mean of means

2.835555556

2.866666667

3.325

3.169047619

3.441666667

3.347619048

Customer

Emotional
connection

0.21

My life style
and Image

C1

59

12.39

13

C2

45

9.45

C3

58

12.18

C4

41

8.61

C5

47

9.87

C6

68

14.28

C7

68

14.28

TABLE 4.33: LAKME

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

1.56

27

2.97

0.72

27

2.97

49

9.8

24

2.64

26

2.86

32.22

52

10.4

19

2.09

20

2.2

1.08

30

27.83

3.3

53

10.6

20

2.2

21

2.31

31.67

0.96

11

1.32

19

2.09

39

7.8

23

2.53

17

1.87

23.86

19

2.09

38

7.6

23

2.53

24

2.64

15

26.05

1.8

40

4.4

60

12

40

4.4

35

3.85

40.73

15

1.8

39

4.29

64

12.8

36

3.96

33

3.63

40.76

0.12

253

Ph.D. Thesis

Annexures
C8

75

15.75

15

1.8

34

3.74

66

13.2

38

4.18

33

3.63

42.3
38.86

C9

74

15.54

15

1.8

32

3.52

57

11.4

34

3.74

26

2.86

C10

27

5.67

11

1.32

28

3.08

38

7.6

16

1.76

18

1.98

21.41

C11

48

10.08

13

1.56

27

2.97

46

9.2

26

2.86

18

1.98

28.65

C12

42

8.82

0.96

27

2.97

54

10.8

30

3.3

22

2.42

29.27

C13

38

7.98

0.96

21

2.31

43

8.6

22

2.42

18

1.98

24.25

C14

44

9.24

12

1.44

32

3.52

57

11.4

32

3.52

28

3.08

32.2

C15

50

10.5

12

1.44

29

3.19

43

8.6

27

2.97

24

2.64

29.34

C16

69

14.49

12

1.44

32

3.52

57

11.4

36

3.96

31

3.41

38.22

C17

64

13.44

14

1.68

35

3.85

57

11.4

36

3.96

28

3.08

37.41

C18

50

10.5

13

1.56

40

4.4

70

14

39

4.29

30

3.3

38.05

C19

33

6.93

0.72

18

1.98

26

5.2

20

2.2

16

1.76

18.79

C20

59

12.39

12

1.44

32

3.52

57

11.4

34

3.74

30

3.3

35.79

C21

48

10.08

12

1.44

28

3.08

53

10.6

29

3.19

25

2.75

31.14

C22

54

11.34

0.96

26

2.86

51

10.2

38

4.18

25

2.75

32.29

C23

58

12.18

12

1.44

23

2.53

50

10

28

3.08

31

3.41

32.64

C24

49

10.29

10

1.2

26

2.86

43

8.6

28

3.08

20

2.2

28.23

C25

38

7.98

0.96

21

2.31

36

7.2

21

2.31

18

1.98

22.74

C26

52

10.92

11

1.32

31

3.41

52

10.4

27

2.97

27

2.97

31.99

C27

39

8.19

11

1.32

32

3.52

50

10

28

3.08

18

1.98

28.09

C28

44

9.24

10

1.2

30

3.3

24

4.8

32

3.52

24

2.64

24.7

C29

59

12.39

13

1.56

33

3.63

57

11.4

33

3.63

25

2.75

35.36

C30

56

11.76

11

1.32

31

3.41

47

9.4

28

3.08

19

2.09

Total

31.06
935.9

Mean

51.86666667

11.13333333

28.96666667

49.63333333

28.9

24.33333333

Mean of means

3.457777778

3.711111111

3.620833333

3.545238095

3.6125

3.476190476

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

74

15.54

15

1.8

39

4.29

62

12.4

37

4.07

33

3.63

41.73

C2

25

5.25

0.84

16

1.76

22

4.4

14

1.54

23

2.53

16.32

C3

59

12.39

11

1.32

32

3.52

51

10.2

26

2.86

24

2.64

32.93

TABLE 4.34: LUX

254

Ph.D. Thesis

Annexures

C4

58

12.18

12

1.44

28

3.08

43

8.6

29

3.19

20

2.2

30.69

C5

64

13.44

12

1.44

37

4.07

63

12.6

36

3.96

28

3.08

38.59

C6

64

13.44

12

1.44

28

3.08

47

9.4

27

2.97

24

2.64

32.97

C7

75

15.75

15

1.8

40

4.4

67

13.4

40

4.4

34

3.74

43.49

C8

57

11.97

11

1.32

40

4.4

63

12.6

25

2.75

22

2.42

35.46

C9

75

15.75

15

1.8

39

4.29

61

12.2

39

4.29

34

3.74

42.07

C10

73

15.33

14

1.68

40

4.4

69

13.8

40

4.4

32

3.52

43.13

C11

39

8.19

11

1.32

32

3.52

50

10

28

3.08

18

1.98

28.09

C12

44

9.24

10

1.2

30

3.3

24

4.8

32

3.52

24

2.64

24.7

C13

59

12.39

13

1.56

33

3.63

57

11.4

33

3.63

25

2.75

35.36

C14

56

11.76

11

1.32

31

3.41

47

9.4

28

3.08

19

2.09

31.06

C15

50

10.5

14

1.68

27

2.97

57

11.4

24

2.64

27

2.97

32.16

C16

69

14.49

1.08

26

2.86

46

9.2

25

2.75

24

2.64

33.02

C17

64

13.44

1.08

25

2.75

43

8.6

27

2.97

24

2.64

31.48

C18

50

10.5

10

1.2

32

3.52

49

9.8

31

3.41

24

2.64

31.07

C19

33

6.93

1.08

25

2.75

47

9.4

33

3.63

27

2.97

26.76

C20

59

12.39

10

1.2

27

2.97

45

32

3.52

30

3.3

32.38

C21

48

10.08

1.08

22

2.42

47

9.4

32

3.52

28

3.08

29.58

C22

54

11.34

0.72

26

2.86

49

9.8

32

3.52

28

3.08

31.32

C23

58

12.18

0.72

29

3.19

51

10.2

32

3.52

28

3.08

32.89

C24

49

10.29

1.08

19

2.09

34

6.8

21

2.31

16

1.76

24.33

C25

38

7.98

12

1.44

21

2.31

45

29

3.19

18

1.98

25.9

C26

52

10.92

0.72

13

1.43

22

4.4

12

1.32

10

1.1

19.89

C27

39

8.19

0.96

20

2.2

32

6.4

20

2.2

17

1.87

21.82

C28

44

9.24

0.72

16

1.76

32

6.4

16

1.76

0.99

20.87

C29

59

12.39

10

1.2

35

3.85

53

10.6

30

3.3

22

2.42

33.76

C30

56

11.76

10

1.2

35

3.85

56

11.2

31

3.41

30

3.3

Total

34.72
938.54

Mean

54.8

10.4

28.76666667

47.8

28.7

24.06666667

Mean of means

3.653333333

3.466666667

3.595833333

3.414285714

3.5875

3.438095238

255

Ph.D. Thesis

Annexures

TABLE 4.35: MAGGI

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

65

13.65

1.08

37

4.07

59

11.8

31

3.41

25

2.75

36.76

C2

35

7.35

0.48

31

3.41

35

23

2.53

0.66

21.43

C3

39

8.19

0.6

28

3.08

40

20

2.2

18

1.98

24.05

C4

47

9.87

0.6

25

2.75

49

9.8

27

2.97

20

2.2

28.19

C5

47

9.87

10

1.2

33

3.63

56

11.2

35

3.85

22

2.42

32.17

C6

56

11.76

12

1.44

28

3.08

39

7.8

22

2.42

15

1.65

28.15

C7

46

9.66

1.08

24

2.64

43

8.6

24

2.64

17

1.87

26.49

C8

37

7.77

0.72

15

1.65

25

14

1.54

12

1.32

18
25.99

C9

45

9.45

1.08

25

2.75

41

8.2

22

2.42

19

2.09

C10

48

10.08

1.08

29

3.19

48

9.6

25

2.75

20

2.2

28.9

C11

56

11.76

11

1.32

36

3.96

65

13

35

3.85

29

3.19

37.08

C12

56

11.76

13

1.56

33

3.63

54

10.8

31

3.41

28

3.08

34.24

C13

56

11.76

0.96

35

3.85

53

10.6

32

3.52

29

3.19

33.88

C14

48

10.08

14

1.68

29

3.19

56

11.2

24

2.64

24

2.64

31.43

C15

52

10.92

1.08

15

1.65

46

9.2

27

2.97

24

2.64

28.46

C16

40

8.4

11

1.32

26

2.86

44

8.8

25

2.75

22

2.42

26.55

C17

60

12.6

13

1.56

37

4.07

63

12.6

28

3.08

27

2.97

36.88

C18

63

13.23

14

1.68

31

3.41

47

9.4

29

3.19

26

2.86

33.77

C19

38

7.98

0.72

24

2.64

40

18

1.98

13

1.43

22.75

C20

49

10.29

12

1.44

22

2.42

41

8.2

27

2.97

28

3.08

28.4

C21

54

11.34

1.08

26

2.86

50

10

25

2.75

25

2.75

30.78

C22

54

11.34

11

1.32

28

3.08

53

10.6

24

2.64

27

2.97

31.95

C23

57

11.97

11

1.32

31

3.41

22

4.4

49

5.39

28

3.08

29.57

C24

55

11.55

14

1.68

24

2.64

49

9.8

37

4.07

20

2.2

31.94

C25

36

7.56

0.72

20

2.2

32

6.4

22

2.42

22

2.42

21.72

C26

49

10.29

11

1.32

33

3.63

53

10.6

35

3.85

30

3.3

32.99

C27

70

14.7

15

1.8

32

3.52

61

12.2

20

2.2

27

2.97

37.39

C28

62

13.02

14

1.68

31

3.41

63

12.6

35

3.85

30

3.3

37.86

C29

47

9.87

0.72

28

3.08

33

6.6

37

4.07

27

2.97

27.31

C30

68

14.28

14

1.68

35

3.85

69

13.8

38

4.18

32

3.52

41.31

256

Ph.D. Thesis

Annexures

Total

906.39

Mean

51.16666667

10

28.36666667

47.63333333

28.03333333

23.06666667

Mean of means

3.411111111

3.333333333

3.545833333

3.402380952

3.504166667

3.295238095

TABLE 4.36: MARUTI SUZUKI

Customer

Emotional
connection

0.21

My life style and

Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

C1

0.11

BCCS

46

9.66

10

1.2

30

3.3

38

7.6

28

3.08

21

2.31

27.15

C2

46

9.66

11

1.32

29

3.19

51

10.2

32

3.52

27

2.97

30.86

C3

24

5.04

10

1.2

28

3.08

49

9.8

31

3.41

11

1.21

23.74

C4

47

9.87

1.08

28

3.08

45

35

3.85

23

2.53

29.41

C5

50

10.5

11

1.32

33

3.63

45

33

3.63

30

3.3

31.38

C6

67

14.07

1.08

25

2.75

35

21

2.31

21

2.31

29.52

C7

47

9.87

1.08

25

2.75

35

28

3.08

24

2.64

26.42

C8

46

9.66

0.72

33

3.63

46

9.2

35

3.85

30

3.3

30.36
28.49

C9

39

8.19

0.72

32

3.52

44

8.8

36

3.96

30

3.3

C10

56

11.76

12

1.44

30

3.3

56

11.2

31

3.41

29

3.19

34.3

C11

29

6.09

0.36

14

1.54

41

8.2

19

2.09

18

1.98

20.26

C12

48

10.08

1.08

24

2.64

38

7.6

24

2.64

19

2.09

26.13

C13

43

9.03

13

1.56

31

3.41

46

9.2

43

4.73

20

2.2

30.13

C14

68

14.28

11

1.32

40

4.4

54

10.8

30

3.3

28

3.08

37.18

C15

32

6.72

0.84

24

2.64

40

27

2.97

18

1.98

23.15

C16

30

6.3

0.72

19

2.09

31

6.2

18

1.98

22

2.42

19.71

C17

70

14.7

12

1.44

31

3.41

57

11.4

39

4.29

33

3.63

38.87

C18

69

14.49

14

1.68

38

4.18

56

11.2

37

4.07

32

3.52

39.14

C19

45

9.45

10

1.2

27

2.97

49

9.8

30

3.3

23

2.53

29.25

C20

41

8.61

13

1.56

31

3.41

51

10.2

35

3.85

33

3.63

31.26

C21

53

11.13

0.84

30

3.3

47

9.4

29

3.19

25

2.75

30.61

C22

37

7.77

1.08

22

2.42

44

8.8

23

2.53

23

2.53

25.13

C23

42

8.82

10

1.2

26

2.86

46

9.2

26

2.86

25

2.75

27.69

C24

54

11.34

10

1.2

40

4.4

66

13.2

39

4.29

30

3.3

37.73

C25

39

8.19

0.96

20

2.2

35

21

2.31

18

1.98

22.64

257

Ph.D. Thesis

Annexures
C26

44

C27

49

C28
C29
C30

9.24

11

28

3.08

1.32

21

2.31

1.32

46

9.2

45

29

3.19

29

3.19

26

2.86

28.89

15

1.65

27.76

10.29

11

70

14.7

15

1.8

13

1.43

22

4.4

12

1.32

22

2.42

26.07

62

13.02

14

1.68

20

2.2

32

6.4

20

2.2

23

2.53

28.03

47

9.87

0.72

16

1.76

32

6.4

16

1.76

26

2.86

23.37

Total

864.63

Mean

48

9.733333333

26.93333333

44.06666667

28.53333333

24.16666667

Mean of means

3.2

3.244444444

3.366666667

3.147619048

3.566666667

3.452380952

TABLE 4.37: MIRINDA

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

34

7.14

0.96

29

3.19

37

7.4

21

2.31

18

1.98

22.98

C2

36

7.56

0.84

23

2.53

35

19

2.09

13

1.43

21.45

C3

69

14.49

12

1.44

32

3.52

67

13.4

31

3.41

16

1.76

38.02

C4

34

7.14

0.72

23

2.53

37

7.4

20

2.2

0.77

20.76

C5

35

7.35

0.72

17

1.87

28

5.6

22

2.42

21

2.31

20.27

C6

34

7.14

0.6

21

2.31

34

6.8

18

1.98

14

1.54

20.37

C7

30

6.3

1.08

11

1.21

22

4.4

11

1.21

0.99

15.19

C8

47

9.87

1.08

25

2.75

44

8.8

24

2.64

17

1.87

27.01
21.22

C9

35

7.35

0.96

23

2.53

31

6.2

22

2.42

16

1.76

C10

58

12.18

12

1.44

27

2.97

47

9.4

24

2.64

15

1.65

30.28

C11

54

11.34

0.84

25

2.75

37

7.4

19

2.09

22

2.42

26.84

C12

43

9.03

0.84

26

2.86

35

15

1.65

15

1.65

23.03

C13

39

8.19

1.08

20

2.2

37

7.4

22

2.42

21

2.31

23.6

C14

45

9.45

10

1.2

26

2.86

34

6.8

21

2.31

18

1.98

24.6

C15

15

3.15

0.36

0.99

16

3.2

0.99

0.77

9.46

C16

53

11.13

0.84

24

2.64

32

6.4

17

1.87

15

1.65

24.53

C17

31

6.51

0.96

20

2.2

35

19

2.09

11

1.21

19.97

C18

35

7.35

0.96

20

2.2

30

18

1.98

17

1.87

20.36

C19

35

7.35

0.72

21

2.31

40

24

2.64

20

2.2

23.22

C20

41

8.61

0.72

20

2.2

31

6.2

17

1.87

16

1.76

21.36

C21

41

8.61

0.96

27

2.97

36

7.2

18

1.98

14

1.54

23.26

258

Ph.D. Thesis

Annexures

C22

30

6.3

1.08

25

2.75

38

7.6

19

2.09

17

1.87

C23

40

8.4

0.72

18

1.98

31

6.2

16

1.76

12

1.32

20.38

C24

29

6.09

0.72

21

2.31

32

6.4

18

1.98

12

1.32

18.82

C25

17

3.57

0.6

18

1.98

23

4.6

13

1.43

14

1.54

13.72

C26

47

9.87

10

1.2

23

2.53

35

26

2.86

18

1.98

25.44

C27

24

5.04

0.6

24

2.64

26

5.2

16

1.76

0.88

16.12

C28

49

10.29

0.96

28

3.08

44

8.8

21

2.31

16

1.76

27.2

C29

62

13.02

1.08

32

3.52

52

10.4

28

3.08

21

2.31

33.41

C30

29

6.09

0.6

17

1.87

24

4.8

17

1.87

14

1.54

16.77

Total

21.69

671.33

Mean

39.03333333

7.466666667

22.5

35

19.5

15.13333333

Mean of means

2.602222222

2.488888889

2.8125

2.5

2.4375

2.161904762

TABLE 4.38: NOKIA

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

C1

0.11

BCCS

60

12.6

13

1.56

33

3.63

57

11.4

34

3.74

28

3.08

C2

36.01

51

10.71

11

1.32

33

3.63

53

10.6

31

3.41

23

2.53

32.2
42.04
31.41

C3

72

15.12

15

1.8

38

4.18

64

12.8

39

4.29

35

3.85

C4

55

11.55

12

1.44

35

3.85

47

9.4

28

3.08

19

2.09

C5

59

12.39

15

1.8

32

3.52

54

10.8

32

3.52

27

2.97

35

C6

75

15.75

14

1.68

39

4.29

66

13.2

39

4.29

34

3.74

42.95

C7

69

14.49

14

1.68

39

4.29

62

12.4

39

4.29

27

2.97

40.12

C8

75

15.75

15

1.8

37

4.07

64

12.8

40

4.4

27

2.97

41.79

C9

61

12.81

13

1.56

30

3.3

54

10.8

38

4.18

19

2.09

34.74

C10

51

10.71

15

1.8

34

3.74

55

11

31

3.41

23

2.53

33.19

C11

64

13.44

11

1.32

40

4.4

61

12.2

31

3.41

28

3.08

37.85

C12

52

10.92

13

1.56

39

4.29

56

11.2

29

3.19

28

3.08

34.24

C13

42

8.82

10

1.2

17

1.87

30

15

1.65

13

1.43

20.97

C14

62

13.02

14

1.68

36

3.96

66

13.2

39

4.29

35

3.85

40

C15

40

8.4

11

1.32

26

2.86

44

8.8

25

2.75

22

2.42

26.55

C16

60

12.6

13

1.56

37

4.07

63

12.6

28

3.08

27

2.97

36.88

259

Ph.D. Thesis

Annexures
C17

63

13.23

14

1.68

31

3.41

40

47

9.4

29

3.19

26

2.86

33.77

18

1.98

13

1.43

22.75

C18

38

7.98

0.72

24

2.64

C19

49

10.29

12

1.44

22

2.42

41

8.2

27

2.97

28

3.08

28.4

C20

54

11.34

1.08

26

2.86

50

10

25

2.75

25

2.75

30.78

C21

54

11.34

11

1.32

28

3.08

53

10.6

24

2.64

27

2.97

31.95

C22

57

11.97

11

1.32

31

3.41

22

4.4

49

5.39

28

3.08

29.57

C23

36

7.56

0.72

20

2.2

32

6.4

22

2.42

22

2.42

21.72

C24

49

10.29

11

1.32

33

3.63

53

10.6

35

3.85

30

3.3

32.99

C25

70

14.7

15

1.8

32

3.52

61

12.2

25

2.75

27

2.97

37.94

C26

62

13.02

14

1.68

31

3.41

63

12.6

35

3.85

30

3.3

37.86

C27

47

9.87

0.72

28

3.08

33

6.6

37

4.07

27

2.97

27.31

C28

68

14.28

14

1.68

35

3.85

69

13.8

38

4.18

32

3.52

41.31

C29

47

9.87

0.72

28

3.08

33

6.6

37

4.07

28

3.08

27.42

C30

68

14.28

14

1.68

35

3.85

69

13.8

38

4.18

21

2.31

40.1

Total

1009.81

Mean

57

11.93333333

31.63333333

52.06666667

31.9

25.96666667

Mean of means

3.8

3.977777778

3.954166667

3.719047619

3.9875

3.70952381

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

C1

72

15.12

15

1.8

40

4.4

60

12

40

4.4

28

3.08

40.8

C2

75

15.75

15

1.8

40

4.4

70

14

40

4.4

30

3.3

43.65

C3

55

11.55

10

1.2

27

2.97

49

9.8

25

2.75

24

2.64

30.91

C4

69

14.49

15

1.8

39

4.29

48

9.6

34

3.74

35

3.85

37.77

C5

58

12.18

12

1.44

29

3.19

56

11.2

32

3.52

22

2.42

33.95

C6

51

10.71

11

1.32

25

2.75

49

9.8

25

2.75

35

3.85

31.18

C7

64

13.44

14

1.68

32

3.52

54

10.8

30

3.3

25

2.75

35.49

C8

54

11.34

13

1.56

29

3.19

63

12.6

29

3.19

25

2.75

34.63

TABLE 4.39: PARLE

BCCS

C9

44

9.24

1.08

24

2.64

38

7.6

24

2.64

19

2.09

25.29

C10

41

8.61

0.96

35

3.85

40

32

3.52

25

2.75

27.69

C11

44

9.24

11

1.32

29

3.19

39

7.8

34

3.74

24

2.64

27.93

C12

26

5.46

0.48

23

2.53

32

6.4

20

2.2

14

1.54

18.61

260

Ph.D. Thesis

Annexures

C13

54

11.34

12

1.44

26

2.86

54

10.8

31

3.41

27

2.97

32.82

C14

48

10.08

12

1.44

32

3.52

53

10.6

28

3.08

24

2.64

31.36

C15

75

15.75

15

1.8

40

4.4

70

14

40

4.4

35

3.85

44.2

C16

40

8.4

11

1.32

26

2.86

44

8.8

25

2.75

22

2.42

26.55

C17

60

12.6

13

1.56

37

4.07

63

12.6

28

3.08

27

2.97

36.88

C18

63

13.23

14

1.68

31

3.41

47

9.4

29

3.19

26

2.86

33.77

C19

38

7.98

0.72

24

2.64

40

18

1.98

13

1.43

22.75

C20

49

10.29

12

1.44

22

2.42

41

8.2

27

2.97

28

3.08

28.4

C21

54

11.34

1.08

26

2.86

50

10

25

2.75

25

2.75

30.78

C22

54

11.34

11

1.32

28

3.08

53

10.6

24

2.64

27

2.97

31.95

C23

57

11.97

11

1.32

31

3.41

22

4.4

49

5.39

28

3.08

29.57

C24

55

11.55

14

1.68

24

2.64

49

9.8

37

4.07

20

2.2

31.94

C25

36

7.56

0.72

20

2.2

32

6.4

22

2.42

22

2.42

21.72

C26

49

10.29

11

1.32

33

3.63

53

10.6

35

3.85

30

3.3

32.99

C27

70

14.7

15

1.8

32

3.52

61

12.2

23

2.53

27

2.97

37.72

C28

62

13.02

14

1.68

31

3.41

63

12.6

35

3.85

30

3.3

37.86

C29

47

9.87

0.72

28

3.08

33

6.6

37

4.07

27

2.97

27.31

C30

68

14.28

14

1.68

35

3.85

69

13.8

38

4.18

32

3.52

Total

41.31
967.78

Mean

54.4

11.43333333

29.93333333

49.83333333

30.53333333

25.86666667

Mean of means

3.626666667

3.811111111

3.741666667

3.55952381

3.816666667

3.695238095

Customer

Emotional
connection

0.21

My life style
and Image

C1

66

13.86

C2

66

13.86

C3

47

9.87

C4

48

C5

49

C6
C7

TABLE 4.40: PEARS

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

15

1.8

33

3.63

60

12

35

3.85

27

2.97

38.11

12

1.44

33

3.63

60

12

34

3.74

24

2.64

37.31

1.08

23

2.53

45

24

2.64

17

1.87

26.99

10.08

1.08

30

3.3

44

8.8

30

3.3

23

2.53

29.09

10.29

24

2.88

31

3.41

53

10.6

32

3.52

27

2.97

33.67

65

13.65

12

1.44

34

3.74

59

11.8

35

3.85

30

3.3

37.78

65

13.65

15

1.8

32

3.52

65

13

45

4.95

27

2.97

39.89

261

Ph.D. Thesis

Annexures
C8

51

10.71

1.08

29

3.19

57

11.4

30

3.3

22

2.42

32.1

24

2.64

33.05
38.19

C9

57

11.97

12

1.44

30

3.3

52

10.4

30

3.3

C10

63

13.23

14

1.68

32

3.52

68

13.6

31

3.41

25

2.75

C11

33

6.93

1.08

20

2.2

35

21

2.31

18

1.98

21.5

C12

53

11.13

12

1.44

29

3.19

51

10.2

30

3.3

20

2.2

31.46

C13

61

12.81

13

1.56

32

3.52

43

8.6

32

3.52

23

2.53

32.54

C14

55

11.55

13

1.56

33

3.63

52

10.4

27

2.97

21

2.31

32.42

C15

57

11.97

12

1.44

31

3.41

52

10.4

38

4.18

21

2.31

33.71

C16

62

13.02

15

1.8

28

3.08

54

10.8

30

3.3

24

2.64

34.64

C17

36

7.56

1.08

20

2.2

32

6.4

16

1.76

10

1.1

20.1

C18

44

9.24

1.08

15

1.65

30

17

1.87

10

1.1

20.94

C19

35

7.35

0.72

16

1.76

29

5.8

16

1.76

12

1.32

18.71

C20

67

14.07

15

1.8

33

3.63

54

10.8

33

3.63

26

2.86

36.79

C21

33

6.93

0.84

18

1.98

30

18

1.98

15

1.65

19.38

C22

35

7.35

0.96

19

2.09

32

6.4

18

1.98

16

1.76

20.54

C23

33

6.93

0.84

19

2.09

31

6.2

19

2.09

16

1.76

19.91

C24

44

9.24

1.08

26

2.86

52

10.4

27

2.97

26

2.86

29.41

C25

34

7.14

0.84

19

2.09

33

6.6

18

1.98

16

1.76

20.41

C26

34

7.14

0.84

18

1.98

32

6.4

18

1.98

16

1.76

20.1

C27

35

7.35

0.84

19

2.09

34

6.8

18

1.98

16

1.76

20.82

C28

33

6.93

0.72

18

1.98

32

6.4

18

1.98

16

1.76

19.77

C29

34

7.14

0.84

18

1.98

32

6.4

18

1.98

17

1.87

20.21

C30

34

7.14

0.84

19

2.09

31

6.2

18

1.98

16

1.76

Total

20.01
839.55

Mean

47.63333333

10.53333333

25.23333333

44.46666667

25.86666667

20.03333333

Mean of means

3.175555556

3.511111111

3.154166667

3.176190476

3.233333333

2.861904762

Customer

Emotional
connection

C1

TABLE 4.41: PEPSI

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

45

9.45

0.11

10

1.2

32

3.52

48

9.6

30

3.3

22

2.42

C2

40

29.49

8.4

11

1.32

29

3.19

54

10.8

28

3.08

24

2.64

29.43

C3

38

7.98

12

1.44

26

2.86

38

7.6

20

2.2

15

1.65

23.73

262

BCCS

Ph.D. Thesis

Annexures

C4

40

8.4

1.08

21

2.31

40

25

2.75

22

2.42

24.96

C5

38

7.98

12

1.44

26

2.86

35

14

1.54

15

1.65

22.47

C6

35

7.35

1.08

27

2.97

48

9.6

26

2.86

24

2.64

26.5

C7

43

9.03

0.96

24

2.64

27

5.4

14

1.54

14

1.54

21.11

C8

26

5.46

10

1.2

23

2.53

37

7.4

18

1.98

16

1.76

20.33

C9

48

10.08

11

1.32

29

3.19

49

9.8

28

3.08

20

2.2

29.67

C10

58

12.18

1.08

33

3.63

52

10.4

33

3.63

31

3.41

34.33

C11

56

11.76

11

1.32

36

3.96

65

13

35

3.85

29

3.19

37.08

C12

56

11.76

13

1.56

33

3.63

54

10.8

31

3.41

28

3.08

34.24

C13

56

11.76

0.96

35

3.85

53

10.6

32

3.52

29

3.19

33.88

C14

48

10.08

14

1.68

29

3.19

56

11.2

24

2.64

24

2.64

31.43

C15

52

10.92

1.08

15

1.65

46

9.2

27

2.97

24

2.64

28.46

C16

40

8.4

11

1.32

26

2.86

44

8.8

25

2.75

22

2.42

26.55

C17

60

12.6

13

1.56

37

4.07

63

12.6

28

3.08

27

2.97

36.88

C18

63

13.23

14

1.68

31

3.41

47

9.4

29

3.19

26

2.86

33.77

C19

38

7.98

0.72

24

2.64

40

18

1.98

13

1.43

22.75

C20

49

10.29

12

1.44

22

2.42

41

8.2

27

2.97

28

3.08

28.4

C21

54

11.34

1.08

26

2.86

50

10

25

2.75

25

2.75

30.78

C22

54

11.34

11

1.32

28

3.08

53

10.6

24

2.64

27

2.97

31.95

C23

57

11.97

11

1.32

31

3.41

22

4.4

49

5.39

28

3.08

29.57

C24

55

11.55

14

1.68

24

2.64

49

9.8

37

4.07

20

2.2

31.94

C25

36

7.56

0.72

20

2.2

32

6.4

22

2.42

22

2.42

21.72

C26

49

10.29

11

1.32

33

3.63

53

10.6

35

3.85

30

3.3

32.99

C27

70

14.7

13

1.56

20

2.2

32

6.4

16

1.76

10

1.1

27.72

C28

62

13.02

13

1.56

15

1.65

30

17

1.87

10

1.1

25.2

C29

47

9.87

12

1.44

16

1.76

29

5.8

16

1.76

12

1.32

21.95

C30

68

14.28

15

1.8

0.99

33

6.6

59

6.49

32

3.52

Total

33.68
862.96

Mean

49.36666667

10.9

26

44

27.06666667

22.3

Mean of means

3.291111111

3.633333333

3.25

3.142857143

3.383333333

3.185714286

263

Ph.D. Thesis

Annexures

TABLE 4.42: PEPSODENT

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

73

15.33

14

1.68

39

4.29

68

13.6

38

4.18

34

3.74

42.82

C2

71

14.91

15

1.8

39

4.29

64

12.8

39

4.29

28

3.08

41.17

C3

66

13.86

11

1.32

28

3.08

52

10.4

27

2.97

25

2.75

34.38

C4

52

10.92

12

1.44

36

3.96

64

12.8

31

3.41

33

3.63

36.16

C5

62

13.02

10

1.2

33

3.63

54

10.8

30

3.3

24

2.64

34.59

C6

66

13.86

12

1.44

40

4.4

40

21

2.31

28

3.08

33.09

C7

51

10.71

11

1.32

32

3.52

58

11.6

26

2.86

24

2.64

32.65

C8

65

13.65

12

1.44

36

3.96

56

11.2

37

4.07

28

3.08

37.4

C9

46

9.66

10

1.2

34

3.74

35

27

2.97

20

2.2

26.77

C10

53

11.13

0.96

26

2.86

41

8.2

22

2.42

19

2.09

27.66

C11

61

12.81

13

1.56

33

3.63

53

10.6

32

3.52

19

2.09

34.21

C12

48

10.08

11

1.32

29

3.19

49

9.8

29

3.19

19

2.09

29.67

C13

45

9.45

1.08

26

2.86

44

8.8

27

2.97

20

2.2

27.36

C14

56

11.76

14

1.68

36

3.96

54

10.8

32

3.52

28

3.08

34.8

C15

38

7.98

10

1.2

30

3.3

36

7.2

38

4.18

18

1.98

25.84

C16

52

10.92

1.08

32

3.52

50

10

34

3.74

26

2.86

32.12

C17

22

4.62

0.72

31

3.41

52

10.4

27

2.97

27

2.97

25.09

C18

36

7.56

0.96

36

3.96

56

11.2

37

4.07

28

3.08

30.83

C19

33

6.93

0.72

34

3.74

35

27

2.97

20

2.2

23.56

C20

56

11.76

10

1.2

26

2.86

41

8.2

22

2.42

19

2.09

28.53

C21

42

8.82

10

1.2

33

3.63

53

10.6

32

3.52

19

2.09

29.86

C22

45

9.45

13

1.56

29

3.19

49

9.8

29

3.19

19

2.09

29.28

C23

17

3.57

0.72

26

2.86

44

8.8

27

2.97

20

2.2

21.12

C24

29

6.09

0.84

36

3.96

54

10.8

32

3.52

28

3.08

28.29

C25

51

10.71

10

1.2

30

3.3

36

7.2

38

4.18

18

1.98

28.57

C26

51

10.71

11

1.32

31

3.41

61

12.2

37

4.07

25

2.75

34.46

C27

18

3.78

0.36

34

3.74

60

12

33

3.63

24

2.64

26.15

C28

41

8.61

0.96

32

3.52

57

11.4

30

3.3

30

3.3

31.09

C29

27

5.67

0.72

33

3.63

54

10.8

32

3.52

29

3.19

27.53

C30

41

8.61

1.08

33

3.63

59

11.8

32

3.52

29

3.19

31.83

264

Ph.D. Thesis

Annexures

Total

926.88

Mean

47.13333333

9.8

32.43333333

50.96666667

30.83333333

24.26666667

Mean of means

3.142222222

3.266666667

4.054166667

3.64047619

3.854166667

3.466666667

TABLE 4.43: RASNA

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

34

7.14

0.6

23

2.53

46

9.2

25

2.75

25

2.75

24.97

C2

29

6.09

0.96

17

1.87

39

7.8

0.77

17

1.87

19.36

C3

36

7.56

1.08

23

2.53

29

5.8

22

2.42

22

2.42

21.81

C4

44

9.24

14

1.68

31

3.41

33

6.6

29

3.19

23

2.53

26.65

C5

20

4.2

0.84

36

3.96

42

8.4

32

3.52

21

2.31

23.23

C6

59

12.39

13

1.56

35

3.85

54

10.8

29

3.19

28

3.08

34.87

C7

53

11.13

14

1.68

35

3.85

60

12

33

3.63

28

3.08

35.37

2.53

22

2.42

19

2.09

22.9

C8

38

7.98

1.08

23

34

6.8

C9

33

6.93

0.72

24

2.64

32

6.4

15

1.65

12

1.32

19.66

C10

47

9.87

10

1.2

25

2.75

44

8.8

26

2.86

21

2.31

27.79

C11

67

14.07

15

1.8

35

3.85

63

12.6

35

3.85

32

3.52

39.69

C12

60

12.6

13

1.56

28

3.08

57

11.4

29

3.19

22

2.42

34.25

C13

50

10.5

12

1.44

24

2.64

49

9.8

29

3.19

21

2.31

29.88

C14

53

11.13

11

1.32

20

2.2

46

9.2

30

3.3

23

2.53

29.68

C15

50

10.5

11

1.32

31

3.41

41

8.2

28

3.08

23

2.53

29.04

C16

58

12.18

14

1.68

35

3.85

59

11.8

32

3.52

30

3.3

36.33

C17

52

10.92

11

1.32

31

3.41

52

10.4

27

2.97

21

2.31

31.33

C18

62

13.02

11

1.32

36

3.96

56

11.2

37

4.07

27

2.97

36.54

C19

68

14.28

13

1.56

34

3.74

35

27

2.97

28

3.08

32.63

C20

65

13.65

12

1.44

26

2.86

41

8.2

22

2.42

20

2.2

30.77

C21

64

13.44

13

1.56

33

3.63

53

10.6

32

3.52

19

2.09

34.84

C22

65

13.65

13

1.56

29

3.19

49

9.8

29

3.19

19

2.09

33.48

C23

63

13.23

14

1.68

26

2.86

44

8.8

27

2.97

19

2.09

31.63

54

10.8

32

3.52

20

2.2

32.63

36

7.2

38

4.18

28

3.08

27.93

C24

51

10.71

12

1.44

36

3.96

C25

41

8.61

13

1.56

30

3.3

265

Ph.D. Thesis

Annexures
C26

63

13.23

12

1.44

32

3.52

55

50

34

3.74

18

1.98

33.91

11

26

2.86

26

2.86

34.65
30.28

10

C27

59

12.39

15

1.8

34

3.74

C28

59

12.39

12

1.44

26

2.86

41

8.2

28

3.08

21

2.31

C29

62

13.02

11

1.32

33

3.63

53

10.6

21

2.31

20

2.2

33.08

C30

68

14.28

15

1.8

29

3.19

49

9.8

27

2.97

18

1.98

34.02

Total

913.2

Mean

52.43333333

11.6

29.33333333

46.53333333

27.66666667

22.36666667

Mean of means

3.495555556

3.866666667

3.666666667

3.323809524

3.458333333

3.195238095

TABLE 4.44: SAMSUNG MOBILE PHONES

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

41

8.61

0.72

29

3.19

29

5.8

12

1.32

24

2.64

22.28

C2

59

12.39

13

1.56

32

3.52

52

10.4

33

3.63

27

2.97

34.47

C3

65

13.65

13

1.56

36

3.96

52

10.4

25

2.75

21

2.31

34.63

C4

58

12.18

13

1.56

36

3.96

58

11.6

32

3.52

21

2.31

35.13

C5

51

10.71

10

1.2

33

3.63

51

10.2

31

3.41

18

1.98

31.13

C6

54

11.34

21

2.52

39

4.29

46

9.2

35

3.85

25

2.75

33.95

C7

39

8.19

11

1.32

32

3.52

42

8.4

28

3.08

19

2.09

26.6

C8

64

13.44

12

1.44

39

4.29

59

11.8

30

3.3

21

2.31

36.58

C9

75

15.75

1.08

28

3.08

49

9.8

28

3.08

24

2.64

35.43

C10

70

14.7

12

1.44

39

4.29

63

12.6

33

3.63

31

3.41

40.07

C11

42

8.82

0.96

20

2.2

35

21

2.31

17

1.87

23.16

C12

71

14.91

10

1.2

37

4.07

48

9.6

27

2.97

22

2.42

35.17

C13

53

11.13

11

1.32

31

3.41

55

11

27

2.97

24

2.64

32.47

C14

54

11.34

12

1.44

32

3.52

57

11.4

32

3.52

28

3.08

34.3

C15

48

10.08

1.08

30

3.3

44

8.8

28

3.08

30

3.3

29.64

C16

58

12.18

13

1.56

33

3.63

57

11.4

33

3.63

41

4.51

36.91

C17

60

12.6

15

1.8

30

3.3

58

11.6

41

4.51

35

3.85

37.66

C18

62

13.02

11

1.32

32

3.52

56

11.2

30

3.3

30

3.3

35.66

C19

68

14.28

13

1.56

36

3.96

56

11.2

41

4.51

37

4.07

39.58

C20

65

13.65

12

1.44

36

3.96

61

12.2

35

3.85

36

3.96

39.06

C21

64

13.44

13

1.56

35

3.85

59

11.8

36

3.96

28

3.08

37.69

266

Ph.D. Thesis

Annexures

C22

65

13.65

13

1.56

38

4.18

60

12

37

4.07

28

3.08

38.54

C23

63

13.23

14

1.68

37

4.07

62

12.4

36

3.96

31

3.41

38.75

C24

51

10.71

12

1.44

28

3.08

47

9.4

28

3.08

36

3.96

31.67

C25

41

8.61

13

1.56

28

3.08

51

10.2

28

3.08

33

3.63

30.16

C26

63

13.23

12

1.44

33

3.63

62

12.4

31

3.41

39

4.29

38.4

C27

59

12.39

15

1.8

34

3.74

58

11.6

36

3.96

35

3.85

37.34

C28

59

12.39

12

1.44

30

3.3

53

10.6

33

3.63

37

4.07

35.43

C29

62

13.02

11

1.32

35

3.85

36

7.2

30

3.3

33

3.63

32.32

C30

68

14.28

15

1.8

36

3.96

56

11.2

41

4.51

30

3.3

39.05

Total

1033.23

Mean

58.4

12.13333333

33.13333333

52.4

31.26666667

28.7

Mean of means

3.893333333

4.044444444

4.141666667

3.742857143

3.908333333

4.1

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible
towards customer

0.11

BCCS

C1

33

6.93

10

1.2

22

2.42

37

7.4

24

2.64

19

2.09

22.68

C2

37

7.77

10

1.2

23

2.53

36

7.2

20

2.2

18

1.98

22.88

35

20

2.2

17

1.87

21.47
20.91

TABLE 4.45: SONY ERICSSON MOBILE PHONES

C3

35

7.35

0.96

19

2.09

C4

34

7.14

0.72

18

1.98

35

20

2.2

17

1.87

C5

36

7.56

1.08

23

2.53

36

7.2

20

2.2

22

2.42

22.99

C6

33

6.93

1.08

22

2.42

34

6.8

22

2.42

19

2.09

21.74

C7

32

6.72

10

1.2

22

2.42

38

7.6

23

2.53

19

2.09

22.56

C8

35

7.35

1.08

21

2.31

36

7.2

24

2.64

21

2.31

22.89

C9

37

7.77

1.08

22

2.42

38

7.6

23

2.53

21

2.31

23.71

C10

34

7.14

1.08

20

2.2

34

6.8

21

2.31

21

2.31

21.84

C11

31

6.51

1.08

21

2.31

35

23

2.53

19

2.09

21.52

C12

30

6.3

1.08

21

2.31

37

7.4

22

2.42

17

1.87

21.38

C13

19

3.99

0.72

11

1.21

23

4.6

12

1.32

0.99

12.83

C14

37

7.77

0.84

21

2.31

38

7.6

18

1.98

12

1.32

21.82

C15

37

7.77

1.08

19

2.09

34

6.8

21

2.31

16

1.76

21.81

C16

47

9.87

12

1.44

21

2.31

45

29

3.19

18

1.98

27.79

267

Ph.D. Thesis

Annexures
C17

22

4.62

0.72

13

1.43

32

22

12

1.32

6.4

20

2.2

4.4

10

1.1

13.59

17

1.87

21.19

0.96

20

2.2

6.93

0.72

16

1.76

32

6.4

16

1.76

0.99

18.56

11.76

10

1.2

35

3.85

53

10.6

30

3.3

22

2.42

33.13

8.82

10

1.2

35

3.85

56

11.2

31

3.41

30

3.3

31.78

45

9.45

13

1.56

34

3.74

51

10.2

28

3.08

23

2.53

30.56

17

3.57

0.72

0.88

20

13

1.43

10

1.1

11.7

C24

29

6.09

0.84

20

2.2

35

16

1.76

18

1.98

19.87

C25

51

10.71

10

1.2

28

3.08

48

9.6

24

2.64

25

2.75

29.98

C26

51

10.71

11

1.32

27

2.97

50

10

25

2.75

21

2.31

30.06

C27

18

3.78

0.36

0.88

17

3.4

0.88

0.99

10.29

C28

41

8.61

0.96

21

2.31

38

7.6

19

2.09

17

1.87

23.44

C29

27

5.67

0.72

14

1.54

27

5.4

16

1.76

13

1.43

16.52

C30

41

8.61

1.08

21

2.31

30

22

2.42

16

1.76

22.18

C18

36

C19

33

C20

56

C21

42

C22
C23

7.56

Total

663.67

Mean

35.2

8.466666667

20.86666667

36.06666667

20.73333333

17.5

Mean of means

2.346666667

2.822222222

2.608333333

2.576190476

2.591666667

2.5

TABLE 4.46: SONY

Customer

Emotional
connection

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

C1

47

9.87

0.11

BCCS

10

1.2

28

3.08

45

28

3.08

23

2.53

C2

71

28.76

14.91

15

1.8

38

4.18

61

12.2

38

4.18

35

3.85

41.12

C3
C4

47

9.87

11

1.32

30

3.3

46

9.2

27

2.97

18

1.98

28.64

59

12.39

14

1.68

36

3.96

45

32

3.52

26

2.86

33.41

C5

55

11.55

15

1.8

32

3.52

46

9.2

28

3.08

23

2.53

31.68

C6

54

11.34

15

1.8

32

3.52

57

11.4

30

3.3

18

1.98

33.34

C7

68

14.28

15

1.8

36

3.96

60

12

38

4.18

33

3.63

39.85

C8

55

11.55

11

1.32

35

3.85

57

11.4

33

3.63

29

3.19

34.94

C9

35

7.35

11

1.32

26

2.86

40

25

2.75

15

1.65

23.93

C10

60

12.6

15

1.8

40

4.4

64

12.8

46

5.06

32

3.52

40.18

C11

69

14.49

13

1.56

38

4.18

64

12.8

34

3.74

25

2.75

39.52

C12

71

14.91

15

1.8

35

3.85

58

11.6

32

3.52

32

3.52

39.2

268

Ph.D. Thesis

Annexures

C13

49

10.29

10

1.2

25

2.75

57

11.4

33

3.63

19

2.09

31.36

C14

60

12.6

12

1.44

32

3.52

56

11.2

32

3.52

28

3.08

35.36

C15

56

11.76

11

1.32

31

3.41

47

9.4

33

3.63

28

3.08

32.6

C16

53

11.13

10

1.2

30

3.3

49

9.8

32

3.52

25

2.75

31.7

C17

48

10.08

12

1.44

23

2.53

57

11.4

31

3.41

23

2.53

31.39

C18

51

10.71

14

1.68

31

3.41

57

11.4

35

3.85

24

2.64

33.69

C19

40

8.4

0.72

15

1.65

46

9.2

25

2.75

17

1.87

24.59

C20

46

9.66

1.08

32

3.52

57

11.4

31

3.41

25

2.75

31.82

C21

61

12.81

15

1.8

36

3.96

53

10.6

32

3.52

28

3.08

35.77

C22

69

14.49

13

1.56

34

3.74

53

10.6

32

3.52

31

3.41

37.32

C23

32

6.72

0.72

17

1.87

29

5.8

21

2.31

20

2.2

19.62

C24

51

10.71

13

1.56

22

2.42

44

8.8

26

2.86

24

2.64

28.99

C25

61

12.81

12

1.44

38

4.18

65

13

39

4.29

35

3.85

39.57

C26

56

11.76

14

1.68

28

3.08

41

8.2

27

2.97

21

2.31

30

C27

68

14.28

13

1.56

36

3.96

47

9.4

28

3.08

27

2.97

35.25

C28

43

9.03

0.96

23

2.53

35

23

2.53

19

2.09

24.14

C29

47

9.87

12

1.44

33

3.63

54

10.8

34

3.74

26

2.86

32.34

C30

45

9.45

12

1.44

23

2.53

45

22

2.42

24

2.64

Total

27.48
977.56

Mean

54.23333333

12.06666667

30.5

51.16666667

30.9

25.1

Mean of means

3.615555556

4.022222222

3.8125

3.654761905

3.8625

3.585714286

TABLE 4.47: SUNSILK

Customer

Emotional
connection

0.21

My life style and

Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

C1

50

10.5

16

1.92

34

3.74

60

12

34

3.74

24

2.64

34.54

C2

45

9.45

12

1.44

21

2.31

33

6.6

30

3.3

26

2.86

25.96

C3

44

9.24

0.96

24

2.64

42

8.4

21

2.31

19

2.09

25.64

C4

52

10.92

0.84

33

3.63

54

10.8

29

3.19

29

3.19

32.57

C5

35

7.35

0.84

19

2.09

43

8.6

49

5.39

25

2.75

27.02

C6

50

10.5

12

1.44

29

3.19

43

8.6

27

2.97

24

2.64

29.34

C7

69

14.49

12

1.44

32

3.52

57

11.4

36

3.96

31

3.41

38.22

C8

64

13.44

14

1.68

35

3.85

57

11.4

36

3.96

28

3.08

37.41

269

Ph.D. Thesis

Annexures
C9

50

10.5

13

1.56

40

4.4

26

70

39

4.29

30

3.3

38.05

5.2

20

2.2

16

1.76

18.79

14

C10

33

6.93

0.72

18

1.98

C11

59

12.39

12

1.44

32

3.52

57

11.4

34

3.74

30

3.3

35.79

C12

48

10.08

12

1.44

28

3.08

53

10.6

29

3.19

25

2.75

31.14

C13

54

11.34

0.96

26

2.86

51

10.2

38

4.18

25

2.75

32.29

C14

58

12.18

12

1.44

23

2.53

50

10

28

3.08

31

3.41

32.64

C15

49

10.29

10

1.2

26

2.86

43

8.6

28

3.08

20

2.2

28.23

C16

38

7.98

0.96

21

2.31

36

7.2

21

2.31

18

1.98

22.74

C17

52

10.92

11

1.32

31

3.41

52

10.4

27

2.97

27

2.97

31.99

C18

62

13.02

11

1.32

36

3.96

56

11.2

37

4.07

28

3.08

36.65

C19

68

14.28

13

1.56

34

3.74

35

27

2.97

20

2.2

31.75

C20

65

13.65

12

1.44

26

2.86

41

8.2

22

2.42

19

2.09

30.66

C21

64

13.44

13

1.56

33

3.63

53

10.6

32

3.52

19

2.09

34.84

C22

65

13.65

13

1.56

29

3.19

49

9.8

29

3.19

19

2.09

33.48

C23

63

13.23

14

1.68

26

2.86

44

8.8

27

2.97

20

2.2

31.74

C24

51

10.71

12

1.44

36

3.96

54

10.8

32

3.52

28

3.08

33.51

C25

41

8.61

13

1.56

30

3.3

36

7.2

38

4.18

18

1.98

26.83

C26

63

13.23

12

1.44

32

3.52

50

10

34

3.74

26

2.86

34.79

C27

59

12.39

15

1.8

34

3.74

55

11

26

2.86

21

2.31

34.1

C28

59

12.39

12

1.44

26

2.86

41

8.2

28

3.08

20

2.2

30.17

C29

62

13.02

11

1.32

33

3.63

53

10.6

21

2.31

18

1.98

32.86

C30

68

14.28

15

1.8

29

3.19

49

9.8

27

2.97

27

2.97

Total

35.01
948.75

Mean

54.66666667

11.53333333

29.2

48.1

30.2

23.7

Mean of means

3.644444444

3.844444444

3.65

3.435714286

3.775

3.385714286

TABLE 4.48: TATA SALT

Customer

Emotional
connection

C1

34

C2

62

C3

54

C4

63

My life style
and Image

0.12

My perception

0.11

Consumer Brand
Knowledge

7.14

0.96

23

2.53

13.02

13

1.56

32

3.52

11.34

12

1.44

33

13.23

15

1.8

32

0.21

0.2

Trust

0.11

Responsible towards
customer

0.11

BCCS

37

7.4

22

2.42

17

1.87

22.32

59

11.8

33

3.63

26

2.86

36.39

3.63

44

8.8

28

3.08

25

2.75

31.04

3.52

42

8.4

32

3.52

32

3.52

33.99

270

Ph.D. Thesis

Annexures

C5

56

11.76

11

1.32

40

4.4

58

11.6

25

2.75

33

3.63

C6

67

14.07

15

1.8

40

4.4

60

12

40

4.4

35

3.85

40.52

C7

53

11.13

11

1.32

34

3.74

49

9.8

25

2.75

21

2.31

31.05

C8

50

10.5

10

1.2

27

2.97

50

10

28

3.08

23

2.53

30.28

C9

66

13.86

11

1.32

36

3.96

54

10.8

36

3.96

33

3.63

37.53

C10

75

15.75

15

1.8

40

4.4

62

12.4

40

4.4

35

3.85

42.6

C11

73

15.33

14

1.68

40

4.4

67

13.4

38

4.18

43

4.73

43.72

C12

72

15.12

14

1.68

37

4.07

58

11.6

38

4.18

31

3.41

40.06

C13

55

11.55

1.08

30

3.3

43

8.6

28

3.08

22

2.42

30.03

C14

44

9.24

0.96

36

3.96

50

10

32

3.52

28

3.08

30.76

C15

61

12.81

37

4.07

49

9.8

23

2.53

25

2.75

31.96

C16

68

14.28

11

1.32

38

4.18

60

12

40

4.4

35

3.85

40.03

C17

47

9.87

0.96

30

3.3

39

7.8

28

3.08

13

1.43

26.44

C18

56

11.76

11

1.32

29

3.19

49

9.8

28

3.08

22

2.42

31.57

C19

58

12.18

13

1.56

32

3.52

62

12.4

33

3.63

23

2.53

35.82

C20

39

8.19

0.48

30

3.3

30

24

2.64

23

2.53

23.14

C21

41

8.61

0.84

31

3.41

41

8.2

28

3.08

21

2.31

26.45

C22

36

7.56

0.72

30

3.3

41

8.2

31

3.41

23

2.53

25.72

C23

62

13.02

11

1.32

33

3.63

58

11.6

31

3.41

30

3.3

36.28

C24

56

11.76

10

1.2

29

3.19

25

25

2.75

24

2.64

26.54

C25

50

10.5

11

1.32

25

2.75

49

9.8

19

2.09

18

1.98

28.44

C26

49

10.29

10

1.2

28

3.08

49

9.8

23

2.53

23

2.53

29.43

C27

39

8.19

12

1.44

29

3.19

58

11.6

30

3.3

26

2.86

30.58

C28

46

9.66

1.08

25

2.75

43

8.6

23

2.53

19

2.09

26.71

C29

41

8.61

1.08

26

2.86

37

7.4

20

2.2

24

2.64

24.79

C30

45

9.45

12

1.44

23

2.53

45

22

2.42

24

2.64

27.48

Total

35.46

957.13

Mean

53.93333333

10.33333333

31.83333333

48.93333333

29.1

25.9

Mean of means

3.595555556

3.444444444

3.979166667

3.495238095

3.6375

3.7

271

Ph.D. Thesis

Annexures

TABLE 4.49: TIDE

Customer

Emotional
connection

0.21

My life style
and Image

0.12

Consumer Brand
Knowledge

My perception

0.11

65

0.2

Trust

0.11

13

36

3.96

Responsible towards
customer

0.11

BCCS

28

3.08

40.95

C1

70

14.7

16

1.92

39

4.29

C2

30

6.3

0.72

18

1.98

33

6.6

20

2.2

16

1.76

19.56

C3

30

6.3

0.72

17

1.87

26

5.2

15

1.65

14

1.54

17.28

C4

43

9.03

1.08

27

2.97

37

7.4

24

2.64

24

2.64

25.76

C5

46

9.66

0.84

25

2.75

35

44

4.84

19

2.09

27.18

C6

56

11.76

11

1.32

35

3.85

50

10

27

2.97

25

2.75

32.65

C7

29

6.09

1.08

14

1.54

21

4.2

14

1.54

0.88

15.33

C8

45

9.45

11

1.32

27

2.97

50

10

28

3.08

26

2.86

29.68

C9

38

7.98

1.08

22

2.42

35

20

2.2

18

1.98

22.66

C10

37

7.77

0.72

21

2.31

40

17

1.87

18

1.98

22.65

C11

46

9.66

10

1.2

27

2.97

39

7.8

24

2.64

22

2.42

26.69

C12

44

9.24

1.08

23

2.53

45

30

3.3

23

2.53

27.68

C13

52

10.92

11

1.32

28

3.08

50

10

25

2.75

29

3.19

31.26

C14

51

10.71

15

1.8

25

2.75

44

8.8

23

2.53

25

2.75

29.34

C15

49

10.29

1.08

23

2.53

44

8.8

30

3.3

23

2.53

28.53

C16

50

10.5

14

1.68

32

3.52

50

10

23

2.53

24

2.64

30.87

C17

55

11.55

13

1.56

33

3.63

56

11.2

29

3.19

30

3.3

34.43

C18

60

12.6

13

1.56

29

3.19

63

12.6

29

3.19

25

2.75

35.89

C19

63

13.23

14

1.68

24

2.64

38

7.6

24

2.64

19

2.09

29.88

C20

38

7.98

0.72

35

3.85

40

32

3.52

25

2.75

26.82

C21

49

10.29

12

1.44

29

3.19

39

7.8

34

3.74

24

2.64

29.1

C22

54

11.34

1.08

23

2.53

32

6.4

20

2.2

14

1.54

25.09

C23

54

11.34

11

1.32

26

2.86

54

10.8

31

3.41

27

2.97

32.7

C24

57

11.97

11

1.32

32

3.52

53

10.6

28

3.08

24

2.64

33.13

C25

55

11.55

14

1.68

40

4.4

70

14

40

4.4

35

3.85

39.88

C26

36

7.56

0.72

19

2.09

34

6.8

21

2.31

16

1.76

21.24

C27

49

10.29

11

1.32

21

2.31

45

29

3.19

18

1.98

28.09

C28

70

14.7

15

1.8

13

1.43

22

4.4

12

1.32

10

1.1

24.75

C29

62

13.02

14

1.68

20

2.2

32

6.4

20

2.2

17

1.87

27.37

C30

47

9.87

0.72

16

1.76

32

6.4

16

1.76

0.99

21.5

272

Ph.D. Thesis

Annexures

Total

837.94

Mean

48.83333333

10.43333333

25.43333333

42.46666667

25.5

21.16666667

Mean of means

3.255555556

3.477777778

3.179166667

3.033333333

3.1875

3.023809524

Customer

Emotional
connection

C1

TABLE 4.50: TITAN

0.21

My life style
and Image

0.12

My
perception

0.11

Consumer Brand
Knowledge

0.2

Trust

0.11

Responsible towards
customer

54

11.34

0.11

BCCS

10

1.2

27

2.97

50

10

30

3.3

24

2.64

C2

54

31.45

11.34

12

1.44

29

3.19

57

11.4

37

4.07

25

2.75

34.19

C3
C4

64

13.44

12

1.44

35

3.85

55

11

34

3.74

26

2.86

36.33

63

13.23

14

1.68

34

3.74

55

11

32

3.52

19

2.09

35.26

C5

48

10.08

15

1.8

30

3.3

58

11.6

30

3.3

26

2.86

32.94

C6

68

14.28

14

1.68

39

4.29

55

11

37

4.07

20

2.2

37.52

C7

53

11.13

15

1.8

29

3.19

53

10.6

32

3.52

29

3.19

33.43

C8

52

10.92

15

1.8

35

3.85

59

11.8

36

3.96

35

3.85

36.18
36.78

C9

65

13.65

15

1.8

36

3.96

50

10

37

4.07

30

3.3

C10

72

15.12

15

1.8

40

4.4

60

12

40

4.4

28

3.08

40.8

C11

75

15.75

15

1.8

40

4.4

70

14

40

4.4

30

3.3

43.65

C12

55

11.55

10

1.2

27

2.97

49

9.8

25

2.75

24

2.64

30.91

C13

69

14.49

15

1.8

39

4.29

48

9.6

34

3.74

35

3.85

37.77

C14

58

12.18

12

1.44

29

3.19

56

11.2

32

3.52

22

2.42

33.95

C15

51

10.71

11

1.32

25

2.75

49

9.8

25

2.75

35

3.85

31.18

C16

64

13.44

14

1.68

32

3.52

54

10.8

30

3.3

25

2.75

35.49

C17

54

11.34

13

1.56

29

3.19

63

12.6

29

3.19

25

2.75

34.63

C18

44

9.24

1.08

24

2.64

38

7.6

24

2.64

19

2.09

25.29

C19

41

8.61

0.96

35

3.85

40

32

3.52

25

2.75

27.69

C20

44

9.24

11

1.32

29

3.19

39

7.8

34

3.74

24

2.64

27.93

C21

26

5.46

0.48

23

2.53

32

6.4

20

2.2

14

1.54

18.61

C22

54

11.34

12

1.44

26

2.86

54

10.8

31

3.41

27

2.97

32.82

C23

48

10.08

12

1.44

32

3.52

53

10.6

28

3.08

24

2.64

31.36

C24

75

15.75

15

1.8

40

4.4

70

14

40

4.4

35

3.85

44.2

C25

65

13.65

15

1.8

19

2.09

34

6.8

21

2.31

16

1.76

28.41

273

Ph.D. Thesis

Annexures
C26

72

15.12

15

1.8
1.8

21

2.31

13

1.43

22

45

29

3.19

18

1.98

33.4

4.4

12

1.32

10

1.1

25.8

C27

75

15.75

15

C28

55

11.55

10

1.2

20

2.2

32

6.4

20

2.2

17

1.87

25.42

C29

54

11.34

13

1.56

16

1.76

32

6.4

16

1.76

0.99

23.81

C30

44

9.24

1.08

35

3.85

53

10.6

30

3.3

22

2.42

30.49

Total

977.69

Mean

57.2

12.5

29.6

49.5

29.9

23.93333333

Mean of means

3.813333333

4.166666667

3.7

3.535714286

3.7375

3.419047619

274

Ph.D. Thesis

Annexures

ANNEXURE K-Means Clustering output table for 50 Brands

1.

7-UP
Final Cluster Centers

Centers

Cluster
1

Cluster

Cluster
3

3.081

EMC

45.17 43.38 40.00 45.00

LSI

13.42 12.88 14.00 13.00

3.081

MY_PER

33.75 32.62 27.00 36.00

9.746 7.386

CBK

47.42 45.31 43.00 48.00

7.516 8.073 14.283

TRUST

31.33 31.62 31.00 37.00

RESP_CUST

27.33 26.88 29.00 23.00

2.

9.746

7.516

7.386

8.073

12.000

16.000

1.000

1.000

14.283
Valid
Missing

30.000
.000

ASIAN PAINTS

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
18.391

EMC

43.21 40.00 50.00

42.43

LSI

13.14 14.00 13.00

13.57

7.198 21.517

2.482 16.060

MY_PER

25.43 27.00 24.00

25.07

CBK

60.43 43.00 61.00

58.29

TRUST

30.57 26.00 31.00

29.79

RESP_CUST

28.79 29.00 27.00

28.64

3.

Number of Cases in each Cluster

Distances between Final Cluster

18.391

Number of Cases in each Cluster

Cluster

14.000

7.198

2.482

1.000

21.517

16.060

1.000

8.387

14.000

Valid

30.000

8.387

Missing

.000

CROCIN

Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1

2
2.572

EMC

38.07 38.38 37.50 40.00

2.572

LSI

10.79

8.00 13.00

5.030

5.534

MRY_PER

30.00 31.00 26.00 24.00

6.770

8.532

CBK

59.21 57.77 58.50 60.00

TRUST

35.29 35.00 34.50 36.00

RESP_CUST

22.29 23.46 22.00 22.00

9.38

Number of Cases in each Cluster

Cluster

14.000

5.030

6.770

13.000

5.534

8.532

2.000

1.000

6.305
6.305

Valid
Missing

275

Ph.D. Thesis

30.000
.000

Annexures

4.

THUMPS-UP

Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1

2.458

2.458

2.457

Number of Cases in each Cluster

Cluster

11.000

2.457 11.903

8.000

2.637 12.166

10.000

12.955

1.000

EMC

43.36

42.00

44.50

38.00

LSI

13.91

12.75

12.30

10.00

MY_PER

28.45

29.00

28.60

30.00

Valid

CBK

48.36

47.38

47.80

57.00

Missing

TRUST

30.64

29.50

29.30

35.00

RESP_CUST

23.27

22.75

23.10

22.00

5.

2.637

11.903 12.166 12.955

.000

LIMCA

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

7.428

Number of Cases in each

Cluster

9.791

19.268

15.314

23.917

Cluster

4.000

18.000

6.000

2.000

EMC

46.75 53.78 42.17 40.00

7.428

LSI

10.25 11.06

7.50

9.791

MY_PER

23.50 25.61 21.83 17.50

19.268

CBK

44.00 44.61 39.33 31.00

Valid

TRUST

29.25 29.67 23.00 19.50

Missing

RESP_CUST

22.25 21.89 19.50 18.00

6.

30.000

8.33

15.314

10.398

23.917 10.398

30.000
.000

FAIR & LOVELY

Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1

2
6.964

Number of Cases in each

Cluster

2.000

7.214

2.000

3.799

11.000

15.000
30.000

5.623

5.900

6.419

Cluster

EMC

39.50 45.00 39.82 38.00

6.964

LSI

13.50 12.50 13.73 13.07

5.623

6.419

MY_PER

29.00 25.00 24.91 23.67

5.900

7.214

CBK

45.00 45.00 47.82 45.47

Valid

TRUST

26.50 27.00 29.09 27.67

Missing

RESP_CUST

23.00 22.00 22.73 21.47

276

3.799

Ph.D. Thesis

.000

Annexures

7.

DETTOL

Distances between Final Cluster Centers

Number of Cases in each

Final Cluster Centers

Cluster

Cluster
1
1

2
44.33

46.00

59.83

50.00

LSI

12.83

13.17

12.67

13.33

6.000

6.871

12.000

11.478

6.000

6.000

7.694

14.405

MY_PER

31.33

33.25

32.33

28.00

CBK

50.67

51.42

48.83

52.17

TRUST

32.83

30.00

32.17

30.00

RESP_CUST

24.83

28.92

27.00

27.17

5.641

15.804 14.405

Cluster

7.694

6.871 11.478

Valid

30.000

Missing

.000

LAYS
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
3

37.00

51.00 58.31

8.20

7.00

10.45 11.69

MY_PER

21.80

25.00

25.55 23.54

CBK

25.80

23.00

26.91 30.54

TRUST

44.20

35.00

46.55 52.77

RESP_CUST

25.80

24.00

26.18 31.08

LSI

43.60

EMC

9.

5.641 15.804

EMC

8.

Cluster

12.287
12.287

Number of Cases in each

Cluster

5.000

30.014

1.000

11.612

11.000

13.000

Valid

30.000

8.986

18.848

19.015

8.986 19.015

Cluster

18.848 30.014 11.612

Missing

.000

GARNIER

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
10.133

Number of Cases in each

Cluster

7.879

13.777

11.115

18.682

Cluster

5.000

3.000

8.000

14.000
30.000

EMC

56.00 58.00 60.12 66.14

LSI

12.60 14.00 13.38 13.50

7.879 11.115

MY_PER

33.60 34.00 32.38 35.14

13.777 18.682

CBK

53.20 45.00 53.00 58.79

Valid

TRUST

25.60 26.00 32.00 32.71

Missing

RESP_CUST

29.40 24.00 28.00 30.79

10.133

277

9.254
9.254

.000

Ph.D. Thesis

Annexures

10. NESCAFE
Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1

1
2

Cluster

4.000

11.017

7.000

10.252

10.000

9.000

7.990 15.486

7.596

21.049

7.990

Number of Cases in each

Cluster

EMC

59.00 59.57 70.00 65.89

LSI

12.25 11.29 14.30 13.11

MY_PER

31.25 29.86 37.60 33.56

CBK

55.75 49.14 63.70 56.56

Valid

TRUST

34.00 30.29 36.20 32.22

Missing

RESP_CUST

29.50 27.71 32.00 30.11

3
4

15.486 21.049
7.596 11.017 10.252

30.000
.000

11. DABUR
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

14.000

13.991

6.000

25.200

7.000

3.000

10.766 16.922

10.640

16.989

Cluster

10.766

9.67

16.922 16.989

MY_PER

23.29 24.17 30.29 22.67

10.640 13.991 25.200

CBK

40.36 44.67 53.71 31.67

Valid

TRUST

25.29 21.17 31.00 22.33

Missing

RESP_CUST

20.07 20.83 24.00 21.67

EMC

46.00 37.33 43.86 41.00

LSI

8.64

6.67 11.14

30.000
.000

12. GOODNIGHT

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
8.342

Number of Cases in each

Cluster

5.000

11.486

8.000

10.715

16.000

1.000

7.790

8.217

5.394

Cluster

EMC

52.60 56.38 56.38

56.00

8.342

LSI

10.40 12.25 12.31

4.00

7.790

MY_PER

29.60 31.00 26.25

30.00

8.217 11.486 10.715

CBK

52.40 55.38 53.00

49.00

Valid

TRUST

33.20 39.12 38.19

35.00

Missing

RESP_CUST

28.80 31.25 31.31

29.00

278

5.394

30.000

Ph.D. Thesis

.000

Annexures

13. MOTOROLA CELL PHONES

Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1

Number of Cases in each

Cluster

5.000

22.935

3.000

9.753

9.000

13.000
30.000

32.048 18.415

9.861

14.452

Cluster

EMC

44.80 22.67 31.22 39.54

32.048

LSI

10.60

8.62

18.415 14.452

MY_PER

22.80 11.00 15.78 19.69

9.861 22.935

CBK

36.20 21.33 30.56 32.08

Valid

TRUST

21.80 13.67 18.11 17.92

Missing

RESP_CUST

22.20 14.00 15.89 17.31

4.00

6.11

9.753

.000

14. PHILIPS
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

5.000

8.065

5.000

5.731

14.000

6.000

6.076 8.931

9.488

8.715

Cluster

46.60 50.00 49.50 54.17

6.076

9.60 11.00 10.21 10.50

8.931 8.715

MY_PER

27.20 26.80 26.64 27.33

9.488 8.065 5.731

CBK

40.80 37.80 45.00 43.33

Valid

TRUST

19.60 22.80 26.86 24.33

Missing

RESP_CUST

23.40 21.40 24.00 25.17

EMC
LSI

30.000
.000

15. PONDS
Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1

2
12.378

Number of Cases in each

Cluster

1.000

5.812

16.000

13.404

1.000

12.000
30.000

8.602

9.670

12.926

Cluster

48.00 55.62 45.00 56.42

9.00 12.25 11.00 12.08

8.602 12.926

MY_PER

30.00 26.50 32.00 28.17

9.670

CBK

53.00 52.88 49.00 53.67

Valid

TRUST

32.00 39.69 37.00 34.67

Missing

RESP_CUST

28.00 31.62 32.00 29.50

EMC
LSI

12.378

279

5.812 13.404

Ph.D. Thesis

.000

Annexures

16. SPRITE
Final Cluster Centers

Distances between Final Cluster

Number of Cases in each

Centers

Cluster

Cluster
1

Cluster

4.000

9.247 5.129 6.814

4.000

9.415 7.982

15.000

8.238

7.000

EMC

46.00 46.50 50.87 46.43

LSI

10.50 10.50 10.07

9.00

9.247

MY_PER

27.50 29.00 28.00 24.00

5.129 9.415

CBK

48.50 39.50 47.73 43.71

6.814 7.982 8.238

TRUST

28.00 29.00 28.27 25.29

RESP_CUST

22.50 23.50 23.73 21.29

Cluster

Valid

30.000

Missing

.000

17. SURF

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
20.301

20.301

8.59

18.257 11.599

MY_PER

29.00 20.80 25.14 19.82

22.534

CBK

42.00 37.20 46.57 32.65

TRUST

28.00 22.40 25.86 27.24

RESP_CUST

18.00 17.80 20.43 22.41

EMC

31.00 48.00 47.43 48.41

LSI

5.00

6.20

9.14

8.497

Cluster

1.000

8.497

5.000

15.142

7.000

17.000

Valid

30.000

18.257 22.534
11.599

Number of Cases in each

Cluster

15.142

Missing

.000

18. VODAFONE
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
19.585

Number of Cases in each

Cluster

13.000

31.242 23.085

4.000

11.123

4.000

9.000

12.848

8.699

Cluster

EMC

49.38 37.00 58.00 55.56

19.585

LSI

10.08

7.00 13.50 11.56

12.848

31.242

MY_PER

25.38 19.00 31.00 27.56

8.699

23.085

CBK

45.92 34.50 48.00 43.00

Valid

TRUST

27.31 21.00 30.25 22.78

Missing

RESP_CUST

23.62 20.50 29.50 24.89

280

11.123

30.000

Ph.D. Thesis

.000

Annexures

19. WHIRLPOOL
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster

9.367

Number of Cases in each

Cluster

1.000

4.778

2.000

2.952

22.000

5.000

6.660

7.448

3.893

Cluster

EMC

53.00 54.50 54.36 54.80

9.367

LSI

13.00 12.50 12.95 13.20

6.660 3.893

MY_PER

20.00 22.00 21.14 23.80

7.448 4.778

CBK

48.00 48.50 46.64 47.20

Valid

TRUST

33.00 33.00 31.50 30.60

Missing

RESP_CUST

19.00 28.00 25.09 24.60

2.952

30.000
.000

20. ZANDU BALM

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
9.943

EMC

39.00 42.33 42.25 44.63

9.943

LSI

13.00 12.83 13.25 11.89

8.292

3.308

MY_PER

25.00 25.00 23.25 23.58

11.379

2.920

CBK

47.00 43.83 45.50 43.95

TRUST

28.00 25.67 27.50 25.95

RESP_CUST

22.00 30.50 29.25 31.00

Number of Cases in each

Cluster

1.000

2.920

6.000

3.937

4.000

19.000

Valid

30.000

8.292

11.379

3.308

Cluster

3.937

Missing

.000

21. AMUL
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
24.490

Cluster

5.000

4.495

8.000

9.809

11.000

6.000

15.290 24.378
9.378

Number of Cases in each

Cluster

EMC

45.60 65.62 58.55 64.00

24.490

LSI

11.60 13.12 13.00 13.17

15.290

9.378

MY_PER

29.20 36.00 32.27 34.83

24.378

4.495

CBK

50.40 59.88 56.36 63.67

Valid

TRUST

29.40 36.75 33.45 36.00

Missing

9.809

30.000

RESP_CUST 27.60 30.12 29.27 29.00

281

Ph.D. Thesis

.000

Annexures

22. BAJAJ MOTORCYCLES

Final Cluster Centers

Distances between Final Cluster Centers

Cluster

Cluster
1

Number of Cases in each

Cluster

5.000

32.128 15.348

8.000

19.272

8.000

9.000

14.331 44.230 28.718

Cluster

EMC

65.80 55.12 41.62 44.56

14.331

LSI

13.80

7.25 10.11

44.230 32.128

MY_PER

36.00 31.12 18.75 24.44

28.718 15.348 19.272

CBK

58.00 51.50 31.38 45.00

Valid

TRUST

30.40 30.88 18.50 28.44

Missing

RESP_CUST

9.12

30.000
.000

29.20 27.38 15.75 21.89

23. BATA

Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1

Number of Cases in each

Cluster

7.000

18.065

12.000

29.146

6.000

5.000

18.955 31.891

28.956

16.072

Cluster

47.57 54.08 68.83 40.40

18.955

8.86 12.42 13.83 13.40

31.891 16.072

MY_PER

24.43 31.83 32.33 33.60

28.956 18.065 29.146

CBK

38.43 53.33 58.50 60.00

Valid

TRUST

26.43 30.67 33.33 38.00

Missing

EMC
LSI

30.000
.000

RESP_CUST 22.29 25.33 27.50 31.40

24. BOROPLUS

Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1

Number of Cases in each

Cluster

5.000

14.801

12.000

41.976

2.000

11.000
30.000

19.876 21.919

27.794

28.411

Cluster

19.876

5.00

21.919 28.411

MY_PER

23.60 23.83 34.00 17.27

27.794 14.801 41.976

CBK

43.00 41.67 56.00 30.91

Valid

TRUST

24.60 23.75 38.00 18.09

Missing

RESP_CUST

17.80 18.92 21.00 14.82

EMC
LSI

50.20 30.67 47.00 27.45

9.20

6.08 11.00

282

Ph.D. Thesis

.000

Annexures

25. BOURNVITA

Final Cluster Centers

Distances between Final Cluster Centers

Cluster

Cluster
1

6.506

Number of Cases in each

Cluster

3.000

23.853

8.000

13.861

12.000

7.000

9.980

23.014

10.186

Cluster

EMC

63.67 65.50 58.00 47.86

6.506

LSI

12.33 13.25 12.83 11.57

9.980 10.186

MY_PER

32.67 36.62 32.33 29.00

CBK

64.33 60.75 56.58 49.00

Valid

TRUST

35.67 37.25 33.92 30.14

Missing

RESP_CUST

27.33 30.00 29.33 27.14

23.014 23.853 13.861

30.000
.000

26. BSNL

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

11.000

22.709

10.000

44.251

6.000

3.000

25.499 12.133

45.965

21.657

Cluster

EMC

47.27 34.10 48.83 19.33

25.499

LSI

10.09

6.00

12.133 21.657

MY_PER

27.91 19.50 27.00 10.67

45.965 22.709 44.251

CBK

48.09 34.00 46.33 21.67

Valid

TRUST

28.82 19.40 25.67 12.33

Missing

RESP_CUST

26.27 15.60 14.83 19.33

7.90

9.83

30.000
1.000

27. CADBURY

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

43.252 40.542

MY_PER

37.00 28.75 37.71 30.79

33.597 19.286 23.410

CBK

49.00 37.75 62.86 53.00

TRUST
RESP_CUST

.00

.00 25.12 37.43 29.57

1.000

19.286

8.000

23.410

7.000

14.000

Valid

30.000

40.542

8.62 13.29 11.36

LSI

33.597

35.105

61.00 43.25 68.71 53.64

Cluster

35.105 43.252

EMC

Number of Cases in each

Cluster

Missing

25.00 20.88 31.43 20.93

283

Ph.D. Thesis

.000

Annexures

28. COCA-COLA

Distances between Final Cluster Centers

Final Cluster Centers

Cluster

Cluster
1
EMC

49.67

LSI

7.67

3.000

37.964

15.000

22.110

7.000

5.000

20.606

26.259

11.20

7.40

16.333 20.606

23.207 37.964 22.110

9.14

23.207

Cluster

26.259 16.333

57.00 42.14 44.20

Number of Cases in each

Cluster

MY_PER

30.67

32.53 27.86 16.20

CBK

30.33

55.07 43.57 30.40

Valid

TRUST

28.33

31.13 26.86 16.00

Missing

RESP_CUST

25.33

25.80 20.57 13.20

30.000
.000

29. COMPLAN

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
26.608

Number of Cases in each

Cluster

6.000

13.576

8.000

17.096

4.000

12.000
30.000

29.337

14.324

11.745

Cluster

EMC

48.17 30.12 24.50 36.50

26.608

LSI

11.50

8.17

29.337 11.745

MY_PER

28.50 19.00 17.25 23.58

14.324 13.576

CBK

42.67 28.50 31.00 38.75

Valid

TRUST

25.67 18.00 27.00 21.58

Missing

6.00

6.00

17.096

.000

RESP_CUST 17.33 15.75 19.75 16.00

30. HEAD & SHOULDERS

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

4.000

16.614

9.000

35.220

1.000

16.000
30.000

34.692 47.816

18.697

33.952

Cluster

EMC

65.00 41.56 57.00 54.50

34.692

LSI

14.00

8.56 11.00 11.25

47.816 33.952

MY_PER

33.75 26.78 31.00 28.25

18.697 16.614 35.220

CBK

64.00 40.56 22.00 50.06

Valid

TRUST

30.25 26.44 49.00 29.25

Missing

RESP_CUST

20.50 23.89 30.00 23.00

284

Ph.D. Thesis

.000

Annexures

31. HERO HONDA TWO WHEELERS

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

14.000

41.033

9.000

27.794

1.000

6.000

23.455 30.693

20.009

42.185

Cluster

EMC

54.00 63.44 33.00 37.33

23.455

LSI

10.29 13.11

6.17

30.693 42.185

MY_PER

29.00 35.00 21.00 26.00

20.009 41.033 27.794

CBK

43.14 62.67 44.00 36.00

Valid

TRUST

29.29 34.00 50.00 24.50

Missing

RESP_CUST

25.43 29.11 24.00 20.67

8.00

30.000
.000

32. IODEX
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
19.878

Number of Cases in each

Cluster

7.000

35.185 23.613

6.000

22.810

11.000

6.000

16.162 17.211

Cluster

19.878

7.50

16.162

35.185

MY_PER

24.00 33.33 22.09 31.17

17.211

23.613

CBK

43.86 52.83 35.64 52.50

Valid

TRUST

26.43 34.50 21.82 32.33

Missing

RESP_CUST

23.43 26.50 20.09 26.50

EMC

47.00 58.67 34.55 35.83

LSI

8.57 12.67

7.00

22.810

30.000
.000

33. LAKME

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
43.605

EMC

67.00 38.29 50.62 47.00

43.605

LSI

13.88

8.86 10.46 12.50

23.533 20.839

MY_PER

34.62 22.29 28.00 36.00

20.548 36.918

CBK

59.38 34.86 49.46 63.50

TRUST

35.88 22.43 27.08 35.50

RESP_CUST

30.12 19.29 22.77 29.00

Cluster

8.000

36.918

7.000

19.700

13.000

2.000

23.533

20.548

20.839

19.700

Number of Cases in each

Cluster

Valid
Missing

285

Ph.D. Thesis

30.000
.000

Annexures

34. LUX
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

57.347

Number of Cases in each

Cluster

5.000

18.071

3.000

31.822

19.000

3.000

28.232

59.122

31.004

Cluster

EMC

72.20 48.33 54.21 36.00

57.347

LSI

14.20

8.33

28.232 31.004

MY_PER

39.00 16.00 29.16 22.00

59.122 18.071

CBK

64.40 29.33 49.79 26.00

Valid

TRUST

38.40 16.33 29.16 22.00

Missing

RESP_CUST

32.20 11.67 24.32 21.33

7.00 10.26

31.822

30.000
.000

35. MAGGI

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
37.195

Number of Cases in each

Cluster

8.000

32.417 26.397

2.000

22.744

5.000

15.000
30.000

42.576 20.507

Cluster

EMC

61.62 52.00 37.00 50.20

37.195

LSI

12.12

5.40 10.60

42.576 32.417

MY_PER

34.50 29.50 23.60 26.53

20.507 26.397

CBK

60.88 27.50 34.40 47.67

Valid

TRUST

31.25 43.00 19.40 27.20

Missing

RESP_CUST

28.38 27.50 14.20 22.60

8.50

22.744

.000

36. MARUTI SUZUKI

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

8.000

38.078

3.000

23.761

14.000

5.000

32.842 18.309

40.705

31.454

Cluster

32.842

9.79 11.80

18.309 31.454

MY_PER

20.88 19.33 28.86 35.80

40.705 38.078 23.761

CBK

38.75 29.67 45.29 57.80

Valid

TRUST

22.38 17.67 32.00 35.20

Missing

RESP_CUST

19.38 22.00 25.14 30.40

EMC
LSI

35.75 66.33 45.57 63.40

7.25 12.67

286

Ph.D. Thesis

30.000
.000

Annexures

37. MIRINDA
Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

8.000

49.424 20.228

16.000

69.118

1.000

5.000

18.413 33.261 37.894

Cluster

18.413

5.40

33.261

49.424

MY_PER

26.25 22.12 32.00 15.80

37.894

20.228 69.118

CBK

40.62 34.19 67.00 22.20

Valid

TRUST

22.50 19.25 31.00 13.20

Missing

RESP_CUST

17.75 15.25 16.00 10.40

EMC

51.88 35.75 69.00 23.00

LSI

9.00

7.06 12.00

30.000
.000

38. NOKIA

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

3.000

27.478

12.000

47.191

11.000

4.000

25.854 40.671

27.876

19.976

Cluster

25.854

8.25

40.671

19.976

MY_PER

29.00 31.33 36.27 21.75

27.876

27.478 47.191

CBK

29.33 51.67 64.36 36.50

Valid

TRUST

41.00 30.25 35.55 20.00

Missing

RESP_CUST

27.67 25.25 29.36 17.50

EMC

50.33 54.83 67.73 39.00

LSI

7.67 12.42 13.91

30.000
.000

39. PARLE

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

2
23.463

Number of Cases in each

Cluster

15.000

47.433 41.360

8.000

30.062

5.000

2.000

24.256 26.491

Cluster

EMC

52.87 68.88 36.80 52.00

23.463

LSI

11.60 14.50

8.50

24.256

47.433

MY_PER

28.53 36.75 23.40 29.50

26.491

41.360

CBK

50.00 63.00 37.20 27.50

Valid

TRUST

29.53 34.75 21.80 43.00

Missing

RESP_CUST

25.80 30.50 18.00 27.50

7.20

287

30.062

30.000

Ph.D. Thesis

.000

Annexures

40. PEARS

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster

Number of Cases in each

Cluster

6.000

38.186 13.645

6.000

50.589

13.000

5.000

12.069 28.763 22.498

Cluster

EMC

48.67 59.83 34.85 65.00

12.069

LSI

12.00 13.33

7.38 13.60

28.763

38.186

MY_PER

28.00 31.17 18.31 32.80

22.498

13.645 50.589

CBK

50.33 51.17 31.77 62.40

Valid

TRUST

28.83 31.67 17.92 36.00

Missing

RESP_CUST

22.50 23.17 14.92 26.60

30.000
.000

41. PEPSI

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
3

2
32.946

Number of Cases in each

Cluster

16.000

42.635 26.435

3.000

45.453

2.000

9.000

37.512 24.984

Cluster

EMC

52.69

59.67 62.50 37.11

32.946

LSI

11.25

12.67 13.00

9.22

37.512 42.635

MY_PER

29.50

17.00 20.00 24.11

24.984 26.435

CBK

52.06

30.33 27.50 37.89

Valid

TRUST

29.56

16.33 54.00 20.22

Missing

RESP_CUST

25.88

10.67 30.00 18.11

45.453

30.000
.000

42. PEPSODENT

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

3.000

26.301

9.000

29.040

12.000

6.000

36.518 20.884

47.379

17.645

Cluster

EMC

69.67 46.11 53.42 24.83

36.518

LSI

13.67

6.00

20.884 17.645

MY_PER

38.00 29.33 33.25 32.67

47.379 26.301 29.040

CBK

62.67 40.67 54.58 53.33

Valid

TRUST

38.00 28.78 30.33 31.33

Missing

RESP_CUST

30.00 19.11 25.83 26.00

9.67 10.83

288

Ph.D. Thesis

30.000
.000

Annexures

43. RASNA

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

24.369

Number of Cases in each

Cluster

10.000

36.802

5.000

42.827

1.000

14.000
30.000

35.715

16.146

24.952

Cluster

EMC

54.00 34.00 20.00 60.21

24.369

LSI

12.20

7.00 13.00

35.715 24.952

MY_PER

27.30 22.00 36.00 32.93

16.146 36.802

CBK

41.00 36.00 42.00 54.57

Valid

TRUST

28.40 18.20 32.00 30.21

Missing

RESP_CUST

22.70 19.00 21.00 24.21

7.40

42.827

.000

44. SAMSUNG MOBILE PHONES

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

41.396

Number of Cases in each

Cluster

2.000

19.240

16.000

19.796

5.000

7.000

35.003

24.046

15.103

Cluster

41.50 62.19 67.40 48.14

41.396

7.00 13.00 11.00 12.43

35.003 15.103

MY_PER

24.50 34.31 35.00 31.57

24.046 19.240

CBK

32.00 58.00 48.80 48.00

Valid

TRUST

16.50 35.00 28.00 29.29

Missing

RESP_CUST

20.50 32.12 24.20 26.43

EMC
LSI

19.796

30.000
.000

45. SONY ERICCSSION MOBILE PHONES

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

3.000

21.097 24.836

19.000

45.507

3.000

5.000

28.805 12.252 53.405

Cluster

EMC

47.67 34.79 49.67 20.60

28.805

LSI

11.00

5.40

12.252

21.097

MY_PER

34.67 20.63 25.33 10.80

53.405

24.836 45.507

CBK

53.33 35.26 47.67 21.80

Valid

TRUST

29.67 20.74 26.00 12.20

Missing

RESP_CUST

25.00 17.63 21.33 10.20

8.47 11.00

289

30.000

Ph.D. Thesis

.000

Annexures

46. SONY

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster

16.383

Number of Cases in each

Cluster

10.000

26.968

7.000

19.411

4.000

9.000

29.993

11.620

45.935

Cluster

EMC

57.20 67.00 37.50 48.44

16.383

LSI

13.00 14.00

7.75 11.44

29.993

45.935

MY_PER

33.10 37.00 20.25 27.11

11.620

26.968

CBK

51.40 60.71 37.50 49.56

Valid

TRUST

31.50 37.00 23.50 28.78

Missing

RESP_CUST

25.60 31.86 17.75 22.56

19.411

30.000
.000

47. SUNSILK

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster

32.669

EMC

55.55 40.00 61.00 38.00

32.669

LSI

11.64

8.50 12.62 10.00

14.715 26.499

MY_PER

33.00 21.00 29.23 24.50

28.364 21.665

CBK

56.45 34.25 46.62 39.50

TRUST

33.73 23.00 27.38 43.50

RESP_CUST

27.73 19.75 21.85 21.50

Number of Cases in each

Cluster

11.000

26.499 21.665

4.000

29.473

13.000

2.000

14.715 28.364

Cluster

29.473

Valid
Missing

30.000
.000

48. TATA SALT

Final Cluster Centers

Distances between Final Cluster Centers

Cluster

Cluster
1

Number of Cases in each

Cluster

9.000

30.046

6.000

15.736

11.000

4.000

42.231 19.820

17.294

23.833

Cluster

42.11 70.17 53.64 57.00

42.231

8.22 13.33 10.00 11.50

19.820 23.833

MY_PER

27.00 38.50 32.45 31.00

17.294 30.046 15.736

CBK

40.22 60.17 53.73 38.50

Valid

TRUST

24.11 38.67 28.27 28.25

Missing

RESP_CUST

20.22 35.33 25.45 25.75

EMC
LSI

290

Ph.D. Thesis

30.000
.000

Annexures

49. TIDE

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

7.000

24.667

12.000

27.773

7.000

4.000

21.055 43.627

35.798

23.870

Cluster

EMC

58.14 46.83 35.29 62.25

21.055

LSI

12.71 10.33

6.86 13.00

43.627 23.870

MY_PER

33.43 26.83 18.14 20.00

35.798 24.667 27.773

CBK

58.71 43.17 31.57 31.00

Valid

TRUST

31.43 28.83 17.57 19.00

Missing

RESP_CUST

27.71 23.50 14.14 15.00

30.000
.000

50. TITAN

Final Cluster Centers

Distances between Final Cluster Centers

Cluster
1

Cluster
4

Number of Cases in each

Cluster

5.000

22.521 37.445

17.000

59.006

7.000

1.000

29.954 40.536 39.744

Cluster

EMC

64.20 51.82 69.71 26.00

29.954

LSI

13.60 11.88 14.43

4.00

40.536 22.521

MY_PER

17.80 29.82 38.43 23.00

39.744 37.445 59.006

CBK

33.00 51.76 58.29 32.00

Valid

TRUST

19.60 30.41 37.43 20.00

Missing

RESP_CUST

14.00 25.29 29.14 14.00

291

30.000

Ph.D. Thesis

.000