Assignment on: To Understand Consumer Perception towards Brands, Brand loyalty and Brand Promotion

Subject: Advertising and Integrated Brand Management

SUBMITTED TO:PROF.Krishna.K.Havaldar SUBMITTED BY: Deepthi.M.S 4th Sem,MBA Alliance Business Academy Email Id:deepthipes@gmail.com

Title:
To Understand Consumer perception towards, brand loyalty and brand promotion

Objectives:
To understand Consumer Perception towards branded and unbranded apparel To Know consumers brand loyalty status towards the branded apparel To assess media preferences of consumers with respect to brand promotion

Sampling Plan:
Sampling unit: consumers in the age group of 19-55 residing in Bangalore Sample size: 10 respondents(5 male,5 female) SL.No 1 2 3 4 5 6 7 8 9 10 Respondents Name Anand Reddy Vinodh Kumar Mayoor Goswami Avinash Nalla Preefesh Choudhari Pragathi Haritha Medha Garima Sangeetha Chinnu Mathew Mobile Number 8792378538 9986874398 9972801091 973905552 9008229009 7709512528 9900279023 9845242720 9916046585 9886704883

Sampling Method: The method of non probability convenience sampling will be used in the research Data collection: Questionnaire is used for data collection

Analysis and Interpretation:

1. Kindly state your agreement or disagreement to the following statement: If there is a choice between branded and unbranded apparel, I would generally buy branded apparel. (A)Strongly disagree, (B) disagree, (C) neither agree nor disagree, (D) agree, or (E) strongly agree.
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Strongly Disagree Disagree Neither agree or Disagree Agree or Strongly Agree 1 1 4 4

2. The reasons for your above preference are: (tick mark from the following) For (A) OR (B) preference (that s unbranded apparel) 1 2 3 4 5 6 7 Unbranded better than the branded Lower price affordability uniqueness For daily use For less usage Get more variety For (D) OR (E) preference ( that s for branded apparel) Superior quality durable status Get more variety Brand name Reliable comfort For (C) preference (that s neither/nor) Depends on occasion Depends on need No specific reason her Any other (specify)

Any other (specify).

Any other (specify)

3. For the apparel I buy, I prefer the following brands in the order of brand preference.

Type of the apparel

Name of the brands First preference Second preference Third preference

a) b) c) d) e) 4. My brand loyalty status can be aptly described by selecting one of the following four statements: I am a Hard core loyal, because I buy one brand all the time. I am a split loyal , since I am loyal to two or three brands I am a shifting loyal, as I shift from one brand to another brand I am a switcher, because I have no loyalty to any brand.

6 5 4 3 2 1 0 Hard Core Loyal Split Loyal Shifting loyal Switcher

5. I am willing to pay a higher price for the brand of my choice over the closest competitor to the extent of: (a)0-4%; (b) 5-10% (c) 11-20% (d) 21-30% (e) 31-50% (f) 51-100% (g) any other (specify); .
6 5 4 3 2 1 0 0-4% 5-10% 11-20% 21-30% 31-50% 51-100% >100%

6. My awareness about the brand of my choice are due to the following (can be more than one); (a)Past experience (b) newspaper/ TV/ internet advertisement/ promotional messages; (c) word of mouth: relatives/friends; (d) salesperson(s); (e) event sponsorship; (f) branded entertainment; (g) any other (specify)..

Awareness about the brand of my choice are due to: Past Experience Newspaper/ TV/ internet advertisement/promotional messages Word-of-mouth-relatives/friends Salesperson Event Sponsorship Branded entertainment

Respondents Choice

8(out of 10) 3(out of 10)

4(out of 10) 2(out of 10) 1(out of 10) 2(Out of 10)

9 8 7 6 5 4 3 2 1 0

7. Which type of media would you suggest for promotional of your brand? (In the order of preference (a) Newspaper advertisement (b) Advertisement on TV programme(s) (c) Magazine/ journal advertisement (d) Internet advertisement (e) Loyalty discounts/ programmes; (f) Public relationship program (g) Any other (specify). Type of Media suggested for Promotion of Your Brand Respondents choice (in order of their preference Preferences/Res pondents choice Newspa per Adverti sing 2 Ad on TV Progra mmes 3 Magazine/J ournal Advertising Internet Loyalty advertisi Discounts/Pro ng grammes 3 2 Public Relation Programme

1st preference (out of 10 respondents) 2 nd 3 rd 4 th 5 th 6 th

2 3 1 1 1

3 1 3

3 1 2 3 1

3 2 1 1

2 2 2 2

3 7

8.Your profile please: (A) Gender ; (a) male (b) female (B) Age(years); (A) 18 to 25 (b) 26 to 35 (C) 36 to 45 (d) 46 to 55 (C) Education (D) Occupation (E) Personality; (a) extrovert (b) ambitious (c) authoritarian (d) any other( specify)