A STUDY ON BRAND LOYALTY AMONG SMARTPHONE USERS IN MADURAI CITY.

K.RINOSHA BANU;MBA;M.PHIL MADURAI KAMARAJ UNIVERSITY,

Abstract:
The present study investigates mens perception in buying decisions on branded mobile in Madurai. The need to understand the emerging markets and consumers has become a big challenge for the corporate world especially in creating and managing a powerful brand loyalty. Purchasing decisions include many factors that most consumers are not even aware of it. Five steps are involved in nearly every purchase made: need recognition, information search, evaluation of alternatives, purchase decision, and finally post purchase behavior. Even the simplest purchases can include any or all of these steps.Purchases are further influenced by such things as personal, psychological, and social issues. Mobile phone is a smart communication media. It is not a one-way communication like pager .Cellular communication basically gives the power of an advanced telephone system card. Cellular communication works like the radio set which is normally used. The handset or Mobile Phone is in fact an own private radio transmitter and receiver, very similar to the Walkie-talkies used by Police and Security Personnel. The key difference is that a cellular phone network is connected to the fixed line or conventional telephone system allowing additional access to the telephone world. KEYWORDS: BRANDLOYALTY, CONSUMERBEHAVIOUR, SMARTPHONE USERS. INTRODUCTION: Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which he does not trust. It is measured through methods like word of mouth publicity, repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc. Brand loyalty is the extent to which a consumer constantly buys the same brand within a product category. The consumers

remain loyal to a specific brand as long as it is available. They do not buy from other suppliers within the product category. Brand loyalty exists when the consumer feels that the brand consists of right product characteristics and quality at right price. Even if the other brands are available at cheaper price or superior quality, the brand loyal consumer will stick to his brand.Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead to less marketing expenditure because the brand loyal customers promote the brand positively. Also, it acts as a means of launching and introducing more products that are targeted at same customers at less expenditure. It also restrains new competitors in the market. Brand loyalty is a key component of brand equity. A second dimension, however, is whether the customer is committed to the brand. Philip Kotler, again, defines four patterns of behaviour 1. 2. 3. 4. Hard-core Loyals - who buy the brand all the time. Split Loyals - loyal to two or three brands. Shifting Loyals - moving from one brand to another. Switchers - with no loyalty (possibly 'deal-prone', constantly looking for bargains or 'vanity prone', looking for something different).

STATEMENT OF THE PROBLEM

There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless .According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. Both are categorized as environmental factors which are environmental stimuli and marketing stimuli. The marketing stimuli are planned and processed by companies, whereas the environmental stimulus are given by social factors. These two stimulus consists of different elements whereas can cause different influences on consumer behavior towards buying decisions. In consumers mobile phone buying behavior, either both can influence buying decisions. But, which one can be much more influencing than the other in terms of buying decisions .When interviewing two subjects regarding the process involved, it becomes apparent that each individual, although having very similar needs, underwent slightly different thought processes to arrive at a decision.

MOBILE BRANDS : Apple, Samsung, LG, Blackberry, Nokia , Motorola, Sony Ericsson users were conducted

SCOPE OF THE STUDY

This study is mainly focuses on the leading brand preference for mobile phone and the attitude of consumers belongs to low, middle and high income groups are taken in madurai city. Everyone has got a mobile phone today because it has many advantages: you are flexible and available everywhere and every time but if you don't want to be available once, no problem, you may turn it off. There are many reasons to possess a mobile phone and if you are searching for a new mobile phone one of any kind, please enter. As an offerer, please, describe your offer exactly. It is also important to give the exact appellation of the phone, since little differences in appellation may make up great differences in product. Mobile operating system milestones mirror the development of mobile phones and smartphones:

OBJECTIVE OF THE STUDY

1. To study the various factor of brand loyalty among smartphone users. 2. To study the switching behaviour of other brands among Smartphone users. 3. To study the satisfaction level of Smartphone user 4. To suggest and conclude the study. In order to understand the loyalty associated with a survey of seven mobile phone brands Apple, Samsung, LG, Blackberry,Nokia,Motorola,Sony Ericsson users were conducted.

LIMITATION OF THE STUDY

Although there is much remains to be done in my work generates important finding in the field of smartphone users in madurai city. In otherword,having acknowledged the limitation of data processing,I can nevertheless confirm that there are some limitations of this study.The main limitations are expressed as follows,the first limitation concerns the factor of brand loyalty among people who uses the smartphone in madurai city.To put it in another way,there might be some relevant factors, which results in significant, influence on the smartphone users in madurai city.

REVIEW OF LITERATURE

It is intended to constitude literature summary for the study in this part. Brand loyalty,consumer decision making will be investigated. The background will be begun by presenting branding reviews. Unique design, sign, symbol, words, or a combination of these, employed in a level of creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with crowded and complex credibility, quality, place, by and satisfaction in standing for the consumer's mind (see positioning). Thus brands help harried consumers in market certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger.

Factors influencing brand loyalty:

It has been suggested that loyalty includes some degree of predispositional commitment toward a brand. Brand loyalty is viewed as multidimensional construct. It is determined by several distinct psychological processes and it entails multivariate measurements. Customers' perceived value, brand trust, customers' satisfaction, repeat purchase behavior, and commitment are found to be the key influencing factors of brand loyalty. Commitment and repeated purchase behavior are considered as necessary conditions for brand loyalty followed by perceived value, satisfaction, and brand trust. Fred Reichheld, One of the most influential writers on brand loyalty, claimed that enhancing customer loyalty could have dramatic effects on profitability. Among the benefits from brand loyalty specifically, longer tenure or staying as a customer for longer was said to be lower sensitivity to price. This claim had not been empirically tested until recently. Recent research found evidence that longer-term customers were indeed less sensitive to price increases.

BRAND AWARNESS:
Brand awareness is defined as buyers ability to identify the brand, within the category, in sufficient detail to make a purchaseand state that brand awareness makes the brand a candidate for purchase.Brand awareness is also described as the ability of a potential buyer to recognize or recall that brand is a member of a certain

product category.Brand awareness refers to the strength of a brands existence in the mind of consumer. In terms of former consideration, brand awareness is related to the strength of the resulting brand node or trace in memory,as reflected by consumers ability to identify the brand under different conditions. GEOGRAPHICAL AREA TO BE COVERED: This study has been conducted in madurai city as the suitable area due to the people of belongs to various levels of Demographics normally play a major role in the buying process, since social, religious, and economic factors all influence a person's thought processes. So that i chosen Madurai. Those activities directly involved in obtaining , consuming and disposing of products and services, including the decision processes that precede and follow these actions. PERIOD OF COVERAGE: The data has been collected through questionnaire from the people who uses smartphone during the period of March and April2013.

RESEARCH METHODOLOGY :
After presenting literature review according to related studies and conceptual framework by clarifying the variables of this research, here methodology that lightens this study approach is described. Also the object of the study and hypothesis which are mentioned before tried to be explained in this part. Overview This research was conducted in order to determine whether brand loyalty questionnaire play a significant role in using a smartphone among people. The advantages and disadvantages as well as the reliability of this instrument were also part of the objectives. In order to answer these research goals, I opted to obtain the view of people with this topic. Specifically, a total of 175 respondents from madurai city were randomly selected to make up the sample .Data gathered from this research instrument were then computed for interpretation.

RESEARCHDESIGN: 1. Analytical Research: It uses facts or information already available and has to prepare Research report on the basis of analytical work .

2. Descriptive Research :Descriptive research is based on description of facts. The main purpose of descriptive research is description of state of affairs as exist at present.

1. Primary data: a) Questionnaires comprised of 18 questions. b) Sample Size: Total number of questionnaire distributed 175 And the respondent are 175 . 2. Secondary Data: Internet,magazines,newspaper & Books.
In this study, the descriptive research method was employed so as to identify the role and significance of using brand loyalty questionnaire in madurai city during the time of research. I opted to use this research method considering the objective to obtain first hand data from the respondents. The descriptive method is advantageous for the researcher due to its flexibility; this method can use either qualitative or quantitative data or both, giving the researcher greater options in selecting the instrument for data-gathering. The aim of the research is to determine the role of brand loyalty questionnaire in smartphone users as well as the advantages and disadvantages of using; the descriptive method is then appropriate for this research since this method is used for gathering prevailing conditions.

MEASUREMENT & SCALING TECHNIQUE:

Measurement can be defined as a process through which reasearchers describes, explain and predict the phenomena.The data collected through the questionnaires have been tabulated & analyzed through bar Diagrams.

Chisquare test and Percentage analysis

Chi-square: The Chi-square test procedure tabulates a variable into categories and computes a chi square statistic. This goodness-of-fit test compares the observed and expected frequencies in each category to test that all categories contain the same proportion of values or test that each category contains a user-specified proportion of values. Statistical method to test whether two (or more) variables are: (1) independent or (2) homogeneous. The chi-square test for independence examines whether knowing the value of one variable helps to estimate the value of another

variable. The chi-square test for homogeneity examines whether two populations have the same proportion of observations with a common characteristic.

Definition for Percentage analysis:

Percentage method refers to a specified kind which is used in making comparison between two or more series of data. Percentages are based on descriptive relationship. It compares the relative items. Since the percentage reduces everything to a common base and thereby allow meaning comparison. Percentage = Number of respondents x 100 Total no of respondents

DATA COLLECTION :
This is based on collection of primary data through questionnaire schedule from 175 respondents of smartphone users in madurai city. In this study the consumer preference relating to smartphone were described with the help of percentage analyses were made.

3.1 TABLE SHOWING THE AGE GROUP USING DIFFERENT TYPE OF SMARTPHONE USED BY THE RESPONDENTS

S.No 1 2 3 4

Age group
18-25 26-35 36-45 46-55

Total Source: Primary data INTERPRETATION:

No.of.Respondents Percentage 35 20 74 42.28 34 19.42 32 18.28 175 99.98

The above table shows the Age of the respondents. It revealed that 20% of the total respondents come in the age group 18 25yrs, 42.28% of the total employees come in the age group 26 35 yrs, 19.42% of the total employees come in the age group above 36-45 years and 18.28% the total employees come in the age group 46 55 yrs. Majority of the respondents are 26-35 yrs age group are concerned on selecting mobile through its brands.

FIGURE 2.4 SHOWING THE AGE GROUP USING DIFFERENT TYPE OF SMARTPHONE USED BY THE RESPONDENTS

3.2 TABLE SHOWING THE OCCUPATION LEVEL OF THE RESPONDENTS AND THEIR SMARTPHONE.

S.No 1 2 3 Total

Occupation Student Employed Self Employed

No.of.Respondents 45 50 80 175

Percentage 25.71 28.57 45.71 100

Source: Primary data

INTERPRETATION:
The above table shows the Age of the respondents. It revealed that 25.71%of the total respondents come under students, 28.57% of the total respondents come employed group, 45.71% of the total respondents come in the self employed group. Majority of the respondents are self employed group like in using smartphone for its features.

FIGURE 2.5 SHOWING THE OCCUPATION LEVEL OF THE RESPONDENTS AND THEIR SMARTPHONE .

3.3 TABLE SHOWING THE INCOME GROUP OF THE RESPONDENTS IN TRUSTING BRAND LOYALTY.
S.NO 1. 2. 3. Total Source: Primary Data Income group Less than 25,000 25,000-50,000 More than 50,000 No.of.Respondents 42 69 64 175 Percentage 23.42 39.42 37.14 99.98

INTERPRETATION:
The above table shows the income group of the respondents. It revealed that 23.42%of the total respondents come under Less than 25,000 39.42 % of the total respondents come under 25,000-50,000 group, 37.14% of the total respondents come in more than 50,000 group .Majority of the respondents are between 25.000- 50.000 group those are trusting brand loyalty.

FIGURE 3.1 SHOWING THE INCOME GROUP OF THE RESPONDENTS IN TRUSTING BRAND LOYALTY.

3.4 TABLE SHOWING THE SATISFACTION LEVEL OFAGE GROUP USING SMARTPHONE AMONG THE RESPONDENTS
S.NO 1. 2. 3. 4. TOTAL Source: Primary Data Age group 18-25 26-35 36-45 46-55 No.of.Respondents 52 54 38 31 175 Percentage 29.71 30.85 21.71 17.71 99.98

INTERPRETATION:
The above table shows the income group of the respondents. It revealed that 29.71%of the total respondents come under the age of 18-25 . 30.85 % of the total respondents come under 26-35 group, 21.71% of the total respondents come in 36-45 group and the age of 46-55 is in the 17.71%.Majority of the respondents are between 26-35 age groups are satisfied with smart phone

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FIGURE 3.2 SHOWING THE SATISFACTION LEVEL OF USING SMARTPHONE AMONG THE RESPONDENTS
S.NO 1. 2. TOTAL GENDER MALE FEMALE NO.OF PERCENTAGE

RESPONDENTS 104 59.42 71 40.57 175 99.99

3.5 TABLE SHOWING THE DECISION MAKING AMONG GENDER RESPONDENTS

Source: Primary Data

INTERPRETATION:
The above table shows the gender respondents. It revealed that 59.42% of the total respondents respondents. 40.57% of the smartphone. respondents respondents are the decision making group of the are male

are female. Majority of the male brand influence in their purchasing

FIGURE 3.3 SHOWING THE DECISION MAKING AMONG GENDER RESPONDENTS

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RANK CORRELATION Table 4.1 comparing influence in brand name and trusting brands by the Respondents. Brand name 94 81 175 Trusting brands 76 99 175

S.No Particulars 1 Yes 2 No Total Calculated Table:

% 54 46 100

% 44 56 100

R1 1 2 d2 = Calculation: Rank Correlation: r = 1 6di2

R2 2 1

D = R 1 R2 -1 1

D2 1 1 2

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n (n2-1) r = 1 6 (2) 2 (4-1) = 1 12 6 r=12 r = -1 INFERENCE:

This, table shows the value is -1. So, there is Negative Correlation between brand name and trusting brands by the Respondents.

TABLE 4.2 RANK CORRELATION BETWEEN FULFILL THEIR NEED AND LOYAL TO ANY BRANDS
Fulfill S.No Particulars 1 Yes 2 No Total your need 91 84 175 % 52 48 100 Loyalty 83 92 175 % 47 53 100

CALCULATED VALUE
R1 1 2 d2 = Calculation: Rank Correlation: r = 1 6di2 n (n2-1) r = 1 6 (2) R2 2 1 D = R 1 R2 -1 1 D2 1 1 2

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2 (4-1) = 1 12 6 r=12 r = -1 INFERENCE:

This, table shows the value is -1. So, there is Negative Correlation between Smartphone fulfill their needs regarding their Loyalty.

CHI-SQUARE TEST NULLHYPOTHESIS: Ho: There is the significant relationship between Occupation and trusting brands. H1: There is significant relationship between Occupation and trusting brands. TABLE 4.3 RELATIONSHIP BETWEEN OCCUPATION AND TRUSTING BRANDS OBSERVED VALUE
Occupation/ Brand Student Employed Self-Employed Grand Total Trust Yes 28 21 56 105 No 17 29 24 70 Grand Total 45 50 80 175

EXPECTED VALUE= Row total* Column Total Grand total EXPECTED VALUE

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Occupation/ Brand Student Employed Self-Employed Grand Total

Trust Yes 27 30 48 105

No 18 20 32 70

Grand Total 45 50 80 175

CALCULATION
O 28 17 21 29 56 24 E 27 18 30 20 48 32 (O-E)2 1 1 81 81 64 64 (O-E)2/E 0.037037 0.055556 2.7 4.05 1.333333 2 =10.17593

DEGREES OF FREEDOM = (r-1)*(c-1) = (3-1)*(2-1) =2 Level of Significance @ 5% = 5.991

INFERENCE: The above table shows the Calculated Value is higher than the Table value. So, Null hypothesis (H0) is rejected. So, There is a relationship between Occupation and trust in brand. TABLE 4.4 RELATION SHIP BETWEEN GENDER AND REASON FOR BUYING THE SMART PHONE
Observed Value:

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Gender Male Female GT

Brand 22 15 37

Price 40 13 53

Quality 13 9 22

Design 44 9 53

Specify Others 6 4 10

RT 125 50 175

EXPECTED VALUE= Row total* Column Total Grand total

Expected Value: Specify Others 7.14 2.86 10

Gender Male Female

Brand 26.42 10.57 37

Price 37.85 15.14 53

Quality 15.71 6.28 22

Design 37.85 15.14 53

Y 125 50 175

CALCULATION O (No. Respondents) 22 40 13 44 6 15 13 9 9 4 of E 26.42 37.85 15.71 37.85 7.14 10.57 5.14 6.28 15.14 2.86 (O-E)2 19.54 4.62 7.34 37.82 1.38 19.62 61.78 7. 39 37.69 1.29 (O-E)2 / E 0.74 0.12 0.47 0.99 0.19 1.86 12.02 1.18 2.49 0.45

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20.51

Degree of Freedom: = (r 1) * (c 1) = (2-1)*(5-1) =4 Level of significance at 5% = 9.488

INFERENCE: The above table shows the Calculated Value is higher than the Table value. So, Null hypothesis (H0) is rejected. So, There is a relationship between Gender and Reason for selecting smart phone.

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I've summarized the results in the table below along with the results of the five point scale.

LIKERT SCALE : It is a non-comparative scale. This scale is used to measure attitudes & behavior. It is usually a balanced scale and has typically five descriptors: strongly agree, agree, neutral , disagree, strongly disagree. The rating followed by Likerts Scale: Strongly Agree (SA) Agree (A) Neutral (N) Disagree (DA) = 78% = 56% = 50% = 46%

Strongly Disagree (SDA) = 30%

Table 4.5: The level of acceptance towards the smartphone:

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*SA- Strongly Agree Strongly Disagree

A- Agree

N- Neutral

DA- Disagree

SDA-

Sl. No. Question SA 1 I consider the make to be very 2 3 important in choosing a smartphone I satisfied with my current smartphone? I always find myself consistently buying my particular smartphone, I will stick by it. Overall acceptance smartphone 57 towards the 78% 56% 50% 46% 30% 42 38 20 18 175 62 59 A 40 48 N 32 32 DA 29 21 SDA Total 12 15 175 175

Figure 3.4The level of acceptance towards the smartphone

Table 5.1 The level of acceptance towards nature of brand loyalty:

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*SA- Strongly Agree Strongly Disagree

Sl.

A- Agree

N- Neutral

DA- Disagree

SDA-

No. Question 1 If I like a brand ,I rarely switch from it just 2 3 I usually buy the same brands even if they are only average Overall acceptance towards nature of your brand loyalty to try something different I rarely introduce new brands and products to my colleagues

SA 56 59

A 33 35

N 50 44

DA 28 24

SDA 9 12

Total 175 175

59 78%

36 50%

48 56%

26 46%

17 30%

175

Figure 3.5 The level of acceptance towards nature of brand loyalty

If I like a brand ,I rarely switch fromit just to try som ething different I rarely introduce new brands and products to m y colleagues I usually buy the sam e brands even if they are only average

TABLE 5.2 The level of acceptance towards the satisfaction level of a Branded smartphone:

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*SA- Strongly Agree Strongly Disagree

A- Agree

N- Neutral

DA- Disagree

SDA-

Sl. No. Question 1 I am fully satisfied with my brand 60 2 I will recommend to my friends to buy the same 68 3 The brand provides good value for money 56 4 Increase in price will not hinder me to purchase 59 5 Brand name and image attract me to purchase 59 Overall satisfaction smartphone acceptance level of a towards the 78% 56% 50% 46% 30% Branded 48 33 24 11 175 44 35 24 13 175 50 33 28 8 175 61 25 12 9 175 55 28 19 13 SA A N DA SDA Total

175

Figure 4.1 The level of acceptance towards the satisfaction level of a Branded smartphone:

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80 I amfully satisfied with m y brand I will recom m end to m y friends to buy the sam e The brand provides good value for m oney Increase in price will not hinder me to purchase Brand nam e and im age attract m e to purchase SDA DA N A SA 70 60 50 40 30 20 10 0

Findings
Findings are the result of the data analyzed for the purpose of study Brand loyalty among smartphone users in madurai city. Majority of the respondents are Male. Majority of the respondents are 26-35yrs age group. Most of the respondents belong to self employed Most of the respondent belongs to 25,000-50,000 Majority of the respondents those who belongs to Smartphone for its design is students category. There is negative correlation between trusting brand and purchase decision making. There is negative correlation between fulfill their needs and loyal to their brands. There is no relationship between occupation and brand model of the respondents. There is no relationship between Gender and reason for using smart phone.
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RECOMMENDATION
After analyzing the various factors relating with brand loyalty with smartphone users, it is observed there is people believe in branded items. Consumer brand loyalty goes out the window when grocery and drugstore shoppers are offered instore promotions on their smartphones, a new survey shows. The least brandconscious group consists of 25- to 35-year-old shoppers, with 82 percent saying they would switch brands if they received a mobile offer for a competing product while in a store.Keeping this view in mind the following recommendation are made Overall, nearly three quarters of shoppers in all age groups said they would switch brands if offered real-time mobile promotions delivered to their smartphones . This should probably not come as a surprise. Smartphone grocery and drugstore shoppers are a notoriously fickle lot to begin with in Tamilnadu. Though 81 percent of smartphone owners go to grocery and drugstores

prepared with a list of items to buy, only 8 percent list specific brands to purchase, the survey found. This indicates that a large majority of shoppers are making brand decisions

while they are in the stores, providing a unique opportunity for brands and retailers to influence pre-purchasing decisions via a customers smartphone. For years, brands have relied on traditional in-store shopper marketing tactics such as endcap displays, dump bins and sampling programs to influence the purchase decisions that are being made in the store FUTURE SCOPE OF STUDY Today a number of businesses/companies have started offering applications and services on mobile phones, mainly using the phone companys internet. Smartphones are now capable of taking input or extracting data in an Enterprise Resource Planning (ERP) programme. Tomorrow it can make use of technology

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convenient for SMEs. These could be easily be used by small and medium-scale enterprises (SME). This ERP can store information like important deals, status etc, and every time the Manager wants to get updated on any such information he can by simply logging on to the ERP.

CONCLUSION
I conclude that study on brand loyalty among smartphone users in madurai city is positively related to brand image and income level and negatively related to gender and reason for buying smartphone. In order to improve brand loyalty among smartphone users should be introduced the importance of brand loyalty.There is a relationship between brand loyalty and satisfaction on their smartphone.As brand marketers look for new ways to feature their products when shoppers are considering the competition, they should look no further than something consumers already have in hand their smartphones. So that is why that the owners of smartphones from traditional brand favourites like Nokia and LG are less likely to remain loyal to the brand when they purchase their next handset. It is certainly an exciting time for consumers, with what seems like a continuous flow of new phones entering the market, all of which boast different applications and state-of-the-art technology. It remains to be seen whether traditional mobile phone manufacturers will fall by the wayside as they fail to adapt to new demand for glossy brands like Apple, or whether theyll instead be granted another bite of the technological cherry.

REFERENCES APPENDIXA:

WEBPORTALS:

www.techsupportalert.com/best-smartphone-sites.htm Smartphones .find the best. c ww.topsite.com/best/smartphone Times of india.indiatimes.com www.forbes.com/sites/.../is-brand-loyalty-dying-a-slow-and-painful-deat.

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 en.wikipedia.org/wiki/Brand_loyalty www.investopedia.com/terms/b/brand-loyalty.asp

www.studymode.com/essays/2012-07-A-Study-Of-Brand-1537918.html mdh.diva-portal.org/smash/get/diva2:538845/FULLTEXT01 http://www.useit.com/alertbox/percent-text-read.html#sthash.vzPQiJ7t.dpuf VII. Bibliography

The Brand Management Checklist: Proven Tools and Techniques for Creating Winning Brands by Brad VanAuken on page 45, page 118, and Back Matter Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position by Brad VanAuken on All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits ,Garth Hallberg (Author) Research methodology Methods & Techniques, C.R. Kothari Research methodology by Thanulingom Reference for research design

APPENDIXB:

List of Figures

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S.NO 1. 2.
S.N 3. o 1. 2. 3. 4. 5.6. 6.7. 7. 8. 9.8. 10. 11. 12.

Figure.No. 1.1 1.2

Table No. 3.1 3.2 3.3 3.4 3.5 4.1 4.2 4.3 4.4 4.5 5.1 5.2

Title Types of brand building Definition of brands

Title Pagecustomer No. Priority towards the towards

Page No. 4 6 9

1.3

4. 5.

1.4 Smartphone in various sector Respondents

Occupation level of the 56 Respondents 1.5 Branded smartphones. Income group 57 Satisfaction level 58 makingsmartphone among 2.1 Decision Popular of59 2013 Gender Rank correlation 1 2.2 Smartphone models Rank correlation 2 Chi square 1 2.3 Difference between Chi square 2 The level of acceptance The level of acceptance 60 61 62 smartphone 64 67 68 69

Age

brands

group

of

the

55

19 30 31 35 and non 44 56 57 58 59 60 the 67 68 70

9.

smartphone towards the smartphone 2.4 Age group of Respondent

towards nature of smartphone 2.5 Occupation level The level of acceptance towards satisfaction level of a

10. 11. 12. 13. 14. 15. 16.

of Respondent

3.1 3.2 3.3 3.4 3.5 4.1

Income group level of Respondent Satisfaction level of Respondent Decision making among Gender The level of acceptance towards

branded smartphone

smartphone The level of acceptance towards nature of smartphone The level of acceptance towards satisfaction level of a branded smartphone

List of Tables

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Survey Questionnaires
Direction for filling up survey questionnaire : All fields are mandatory Personal particulars / Socio demographic parameters Name (Select your option) Gender Age group Profession Income Male / Female 18-25/ 26-35/ 36-45/ 46-55 Employed/Self employed Less than 25,000/ 25,000-50,000/ more than 50,000

Questionnaire on brand loyalty towards purchase of smart phone:

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Which brand of Smart phone did you purchase last time? o o o o o o o o Apple Samsung LG Blackberry Nokia Motorola Sony Ericsson Others How long you are using smartphone? o 0-2 years o 3-5 years Check the appropriate boxes for the level of your acceptance towards the smartphone: *SA- Strongly Agree Strongly Disagree (Please tick your response) Sl. No. Question SA 1 Do you change if other brand is 2 3 4 available in better quality? I am satisfied with your current smartphone? I upgrade to new smartphone of its release? I consider the brand to be very important 5 in choosing a smartphone I feel good about my particular brand of smartphone over the 6 other brands I always find myself consistently A N DA SDA A- Agree N- Neutral DA- Disagree SDA-

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buying my particular smartphone, i will stick by it. Check the appropriate boxes for the level of your acceptance towards the Nature of Your Brands: A- Agree N- Neutral DA- Disagree SDA-

*SA- Strongly Agree Strongly Disagree

(Please tick your response) Sl. No. Question SA 1 If I like a brand, I rarely switch from it just to try something 2 3 different I rarely introduce new brands and products to my colleagues I usually buy the same brands even if they are only average in 4 5 features or quality I would rather wait for others to try a new brand than try it myself I would rather stick to well known brands when purchasing directory advertising A N DA SDA

Check the appropriate boxes for the level of your acceptance towards the selecting a branded smartphone: *SA- Strongly Agree Strongly Disagree (Please tick your response) Sl. No. Question SA A N DA SDA A- Agree N- Neutral DA- Disagree SDA-

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1 2 3

My brand of smartphone is based on my interest My smartphone brand makes me totally different from others I would be really upset if , after I bought smartphone I found I had made poor choice I will not be happy, if my choice of brand is found to be poor. The more often I purchase a particular brand more I get attached to it my brand is available in almost of all retail outlets I am not very keen on any specific brand and can go for any brand I dont stick to any single brand only; I shift from one brand to another (brand switcher)

5 6

Check the appropriate boxes for the level of your acceptance towards the satisfaction level of a Branded smartphone: *SA- Strongly Agree Strongly Disagree (Please tick your response) Sl. No. Question SA 1 I am fully satisfied with my brand 2 I will recommend to my friends to A N DA SDA A- Agree N- Neutral DA- Disagree SDA-

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3 4 5 6

buy the same The brand provides good value for money Increase in price will not hinder me to purchase my brand Brand name and image attract me to purchase My choice of brand has good functional quality

Suggestions,if any:_____________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ______________________ Date: Signature: THANK YOU FOR YOUR TIME AND COOPERATION.

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