Assignment on: To Understand Consumer Perception towards Brands, Brand loyalty and Brand PromotionSubject: Advertising and Integrated Brand Management SUBMITTED TO:PROF.Krishna.K.Havaldar SUBMITTED BY: Deepthi.M.S 4th Sem,MBA Alliance Business Academy Email Id:[email protected] 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 .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. (C) neither agree nor disagree. or (E) strongly agree.5 2 1. (B) disagree.5 0 Strongly Disagree Disagree Neither agree or Disagree Agree or Strongly Agree 1 1 4 4 2.5 3 2.Analysis and Interpretation: 1.5 1 0. (D) agree. I would generally buy branded apparel”. (A)Strongly disagree. Kindly state your agreement or disagreement to the following statement: “If there is a choice between branded and unbranded apparel. 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)……… . 4.5 4 3. My brand loyalty status can be aptly described by selecting one of the following four statements: I am a „Hard core loyal‟. because I have no loyalty to any brand. I am a „split loyal‟ . Any other (specify)… 3. I prefer the following brands in the order of brand preference. as I shift from one brand to another brand I am a „switcher‟. For the apparel I buy. because I buy one brand all the time. Type of the apparel Name of the brands First preference Second preference Third preference a) b) c) d) e) 4.8 Any other (specify)…. . since I am loyal to two or three brands I am a‟ shifting loyal‟. . (c) word of mouth: relatives/friends. . (g) any other (specify)……………. (f) branded entertainment. 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%. 6 5 4 3 2 1 0 0-4% 5-10% 11-20% 21-30% 31-50% 51-100% >100% 6. (b) 5-10% (c) 11-20% (d) 21-30% (e) 31-50% (f) 51-100% (g) any other (specify). (e) event sponsorship. 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. (d) salesperson(s).6 5 4 3 2 1 0 Hard Core Loyal Split Loyal Shifting loyal Switcher 5. ………. 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 . 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. 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 .7. (f) Public relationship program (g) Any other (specify)……. (A) 18 to 25 (b) 26 to 35 (C) 36 to 45 (d) 46 to 55 (C) Education (D) Occupation (E) Personality.8. (a) extrovert (b) ambitious (c) authoritarian (d) any other( specify) .Your profile please: (A) Gender . (a) male (b) female (B) Age(years).