“A STUDY ON AFFECT OF BRANDING ON CONSUMER PURCHASE

DECISION OF DURABLE GOODS”

Submitted to
Karunya School of Management
in partial fulfillment of the requirements for the award of the degree

Master of Business Administration

MARKETING RESEARCH – 18MS3038

PRADEEP (PRC17MS1002)
STEPHEN (PRC17MS1081)
EBENEZAR STANLEY J (PRC17MS1101)
RATHISH (PRC17MS1116)

Under the guidance of

Dr. S. SENITH
Assistant Professor

KARUNYA SCHOOL OF MANAGEMENT

KARUNYA INSTITUTE OF TECHNOLOGY AND SCIENCES
Declared as a Deemed to be University
September, 2018
Q1.How often do you come across the advertisement of durable goods?
Often Very Often

Frequently Seldom

Q2.From which Media source you are able to get the information about durable goods?

Durable Goods Outdoor Media

T.V. Advertisement Newspaper

Q3.How long does the impact of TV advertisement lasts on you?

Few Hours One Day

One Week More than one month

Q4.What is your perception regarding TV advertisement?

Decider Switcher

Purchase same brand No Effect

Q5.Tick the brand you are aware of?

Samsung

LG

Sony

Panasonic

Onida

Q6.Can you recall if your family members influence you to buy the product shown in TV
advertisement?

Yes No

Q7.Do you feel that the more advertised product on TV are of better quality?
 Yes No

Q8.Do you shift from the product by seeing the celebrity in TV advertisement?

Yes No

Q9.Do you feel to experiment new products shown in TV advertisement?

Yes No

Q10.Do you believe that TV advertisement plays an important role in creating awareness about
the product?

Yes No

Q11 .Please rank the following factor that influence your preference for durable goods?

(1 – Which affects the Most, 5- which affects the least)

Factors Ranks

Price

Quality

Brand Image

Retailers

TV Advertisement

Q12.Which aspect of advertisement attracts you the most?

Slogan Theme

Punch line Celebrity

 Q13.Relationship between TV advertisements in consideration to sale of durable goods in rural
market?

S. Factors Strongly Agree Neutral Disagree Strongly

No Agree Disagree
1 Do you think that design of TV
advertisement helps to increase the
demand
2 Frequency of TV advertisement
increases the demand
3 TV advertisement gives more
information about the product
4 TV advertisement motivate the people
to buy the product
5 Do you think the Brand Endorser in
TV Advertisement change your
thinking for particular product

Q14.Does advertisement effects demand for necessity product?

Yes No

Demographic Details:-

Name:- ________________________________________________

Age:- 18–25 Years 25-35 Years 35-45 Years 45-55 Years Above 55 Years

Sex:- Male Female

Occupation:- ____________________________________________