EFFECT OF BRANDING ON CONSUMER PURCHASE

DECISION WITH SPECIAL REFERENCE TO VIVO

SMARTPHONE

A SUMMER INTERNSHIP REPORT

Submitted by

MUHAMMED SHADIL.P
Registration No: 11506586

in partial fulfillment of Summer Internship for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

School of Business

LOVELY PROFESSIONAL UNIVERSITY

Phagwara, Punjab

July, 2016

1
ACKNOWLEDGEMENT

Firstly I would like to express my sincere thanks to the God almighty, the most gracious and
merciful, for his kind blessings to make this project a successful one.

I would like to express my gratitude for several people who have contributed to my Master
project by giving useful comments, insights and information for the investigation. I am very
much thankful to my mentor Mr. Rohit vij for the stimulating guidance and encouragement given
for the training and in shaping of this project.

Secondly, I take this opportunity to thank my company supervisor Mr. Baiju Mathew, Cluster
head sales,for providing me all formal facilities to carry out my studies and also Mr. Thameem
Mohammed, HR manager,[Link] shukhla, Sr HR executive and all other staffs of VIVO
HAIJIN TRADE INDIA PVT LTD for providing all other valuable support and help during my
project work.

2
TABLE OF CONTENTS

[Link] TITLE PAGE NO.

1 GENERAL 4
INTRODUCTION

2 OBJECTIEVES OF STUDY 5

3 RESEARCH 5
METHODOLOGY

4 LIMITATION OF STUDY 6

5 INTRODUCTION 7

6 COMPANY PROFILE 9

7 LITERATURE REVIEW 10

8 DATA ANALYSIS & 11

INTERPRETATION

9 FINDINGS OF STUDY 26

10 RECOMMENDATION 27

11 CONCLUSION 28

12 REFERENCE 29

13 APPENDIX 30

3
GENERAL INTRODUCTION:SMARTPHONE INDUSTRY IN INDIA

India is now the second largest smartphone market in terms of active unique smartphone users,
with the total base crossing 220 million users. India has inched past USA to become the second
largest smartphone market in terms of active unique smartphone user base in the world with the
total base crossing 220 million users. India still has a long way to go as the smartphone
penetration of the total potential population is still below 30 per cent. A research firm‟s data
showed that in India LTE shipments reached 32 Million units in 2015, while smartphone
shipments crossed 100 million for all of 2015. The last quarter saw smartphone shipments in
India grow at 15 per cent annually.

The Indian smartphone demand grew strongly during the holiday season in the Q4 2015 quarter.
However, the consumer demand waned since mid-November leading to smartphone shipments
decline 11% sequentially. However, LTE shipments grew sequentially, as more than one in two
smartphone shipped was LTE capable. The research firm says that the growth of 4G LTE
services will boost sales of smartphones in the country.

While the global smartphone market is set to see a decline this year, India, buoyed by aggressive
smartphone launches and a huge consumer base, is likely to witness double-digit growth in 2016
as well as in the next two years, says a new report.

According to information technology research and advisory company Gartner, sales of

smartphones in India will reach 29 percent in 2016 and will continue to exhibit double-digit
growth in the next two years while the sales in China and North America will be flat.

India is at the cusp of the digitization era driven by widespread adoption of mobility platforms
and solutions. Over 90% of total internet users in India have access to mobile internet.
Smartphones are outpacing feature phones and are expected to exhibit a massive 36%
compounded annual growth rate in the next 5 years. The widespread adoption of smartphones in
india are propelled by the following key enablers:

1. High competition leading to reduced prices

2. Language Localization and ease of accessibility to content
3. Government Incentives through the “Make In India scheme”
4. Prevalence of Internet enabled services on smartphones

Smartphone users are spending increasingly more times on their devices and accessing
multimedia content such as videos. Smartphones are changing the way India shops. To address
the demand, ecommerce companies are increasing their focus on mobile commerce.

4
OBJECTIEVES OF THE STUDY

 To understanding the concepts of branding.

 To study the effect of branding on consumer purchase decision.
 To study consumer assessment about vivo smartphone and their satisfaction towards the
product.

RESEARCH METHODOLOGY

Research methodology deals with, the procedure adopted to carry out the
study. According to green and tull: “a research design is the specification of methods and
procedures acquiring the information needed. It is the overall operational pattern or
framework of t h e p r o j e c t t h a t s t i p u l a t e s w h i c h i n f o r m a t i o n i s t o b e
c o l l e c t e d f r o m w h i c h sources by what procedures‟‟. For conducting the study,
as a researcher i adopted both primary as well as secondary method of data collection.

A research design or a structure is the process done before data collection or analysis can
commence. A research design is not just a work plan. A work plan details what has
to be done to complete the project but the function of a research design is to ensure that the
evidence obtained enables us to answer t h e i n i t i a l q u e s t i o n a s u n a m b i g u o u s l y a s
possible.

A sample design is a definite plan determined before any data are actually collected for obtaining
a sample from a given population. Sampling is used to collect data from limited numbers
whereas census is used for large numbers. The total sample size of 200 has been taken for this
study.

Primary data are those data which are first- hand information. They are original in character.
This data collected through questionnaire.

Secondary data is the data collected by someone other than the user. Common sources
secondary data for social science include censuses, organizational records and data collected
through qualitative methodologies or qualitative research. The secondary sources are;
Magazines, Websites, reports, Byelaws.

The research instrument used in this project is structured questionnaire and the dealers and
retailers was our respondent.

5
STATISTICAL TOOLS APPLIED

 Percentage Analysis

PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio. Percentage analysis test is done to find out the
percentage of the response of the respondents. In these tool various percentage are presented by
the way of Bar-diagram, Pie charts in order to have better understanding of the analysis.

LIMITATIONS OF STUDY

 Time is the important limitation. Due to time constraints only limited population is taken
for the study.
 There are chances of misrepresentation responses.
The biased view of the respondent is another cause of the limitation

6
INTRODUCTION

Vivo is a Chinese multinational technological that designs, develops, and manufactures

smartphones, smartphone accessories, software, and online services. It was founded in 2009
in Dongguan, Guangdong as a sub-brand of BBK Electronics. The brand focuses on providing a
high quality audio experience for users by utilising Hi-Fi chips in its smartphones. Software
developed by the company includes the Vivo App Store, iManager, and a proprietary Android-
based operating system called Funtouch OS.
In 2012 Vivo released the X1, at the time the world‟s thinnest smartphone. The X1 was also the
first Vivo phone to use a Hi-Fi chip, developed by American semiconductor company Cirrus
Logic. Vivo followed this up in 2013 by releasing the world‟s first 2k-resolution screen phone,
the Xplay3s. Other popular phones in the Vivo lineup include the X5Pro, the X5Max, and the
Xshot.
Quickly becoming a major player in the smartphone industry, Vivo joined the ranks of the top 10
smartphone makers in the first quarter of 2015 with a global market share of 2.7%. With research
and development centers in Shenzhen and Nanjing, the company employed 1,600 R&D
personnel as of January 2016.
Corporate identity
Brand growth
Registered for the first time in 2009, Vivo has since become registered in over 100 countries
around the world. Vivo began its international expansion in 2014 when it entered the Thai
market.] The company quickly followed this up by launching in India, Malaysia, Indonesia,
Vietnam, Myanmar, and the Philippines.
Brand Competitive Advantages:
Vivo has two primary features which it deems competitive advantages that set it apart from other
brands in the industry: Hi-Fi and Smart.
Hi-Fi stands for High-Fidelity. As the first brand in the world to introduce Hi-Fi sound quality in
its smartphones with the creation of the X1, Vivo has demonstrated a commitment to Hi-Fi in all
subsequent generations of its phones. In 2011 Vivo established a Hi-Fi professional-grade audio
lab in Shenzhen, Guangdong, China to continue research on the merging of smartphone
technology and Hi-Fi sound.
Smart is an intuitive, interactive system connecting you and your phone. Created with the
software and hardware in mind, Smart makes navigating your phone a breeze. It is a technology
that knows what you need and want. Smart is your technology understanding you. Vivo‟s
android-based operating system, Funtouch OS, contains many Smart features developed

7
exclusively for Vivo phones including Smart Click, Smart Wake, Super Screenshot, Single-Hand
Mode, Photo Beautification Tools and many more.
Advertising Campaigns:
In 2014 Vivo and MTV Music Television established a comprehensive strategic cooperative
partnership working together to support Chinese artists in their attempts to win the MTV EMA
award. As a sponsor of the MTV New Pie, a program aimed at cultivating new local musical
talent, Vivo was able to showcase its brand and product line while supporting homegrown
musical talent. Vivo also sponsors the Urban Zone and K Wave produced by MTV China.
In 2015 Vivo was able to shoot for the stars by partnering with 20th Century Fox‟s blockbuster
hit “The Martian”. In addition to co-producing a hugely successful TV spot, the two brands
teamed up to send three lucky promotion winners to Cape Canaveral, Florida to visit the NASA
training center. The Vivo Indonesia branch of this campaign was dubbed the Vivo Space
Xperience.
In October 2015 Vivo became the official sponsor of the Indian Premier League (IPL), the
highest level professional cricket league in India, stealing the title sponsorship position from
Pepsi. From 2015 through 2017 Vivo and the IPL have agreed to cooperate extensively in terms
of sports events, media exposure and marketing campaigns. Alex Feng, CEO of Vivo India
remarked about the partnership “This investment reiterates how important the Indian market is
for us and we are confident that Vivo will get returns from our investment in IPL, and that this
association will further advance our „Love India, Love Vivo‟ initiative.

8
COMPANY PROFILE

Haijin Trade India Private Limited is a Private incorporated on 17 December 2014. It is

classified as Non-govt company and is registered at Registrar of Companies, Ernakulam. Its
authorized share capital is Rs. 58,963,000 and its paid up capital is Rs. 58,800,[Link] is inolved
in Repair of personal and household goods [Includes repair of personal and household goods
when not done in combination with manufacture or wholesale or retail sale of these goods]

Haijin Trade India Private Limited's Annual General Meeting (AGM) was last held on N/A and
as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed on
N/A.

Directors of Haijin Trade India Private Limited are Bin Luo and Yongli Ren.

Haijin Trade India Private Limited's Corporate Identification Number is (CIN)

U52603KL2014PTC037688 and its registration number is [Link] Email address is
[Link]@[Link] and its registered address is 1ST FLOOR, ALLIANZ
RESIDENCY MARINE DRIVE, ERNAKULAM KOCHI Ernakulam KL 682031 IN , - , .

Current status of Haijin Trade India Private Limited is - Active.

9
REVIEW OF LITERATURE

Brand equity has been examined from two different perspectives – financial and customer based.
The first perspective of brand equity that is not discussed in this article is the financial asset
value it creates to the business franchise. This method measures the outcome of customer-based
brand equity. Researchers have developed and effectively tested accounting methods for
appraisal of the asset value of a brand name (Farquhar et al.,1991; Simon and Sullivan, 1992).

The second perspective is customer-based in that consumer response to a brand name is

evaluated (Keller, 1993; Shocker et al., 1994). We focus on the customer-based perspective for
two reasons. First, customer-based brand equity is the driving force for incremental financial
gains to the [Link], managers do not have a customer-based measure to evaluate brand
equity. We could discover only one attempt to measure customer-based brand equity. However,
the dimensionality of the scale was not as expected and that has reduced the applicability of the
scale (Martin and Brown, 1990).

Initially, brand equity was conceptualized as consisting of consumers‟ brand associations that
include brand awareness, knowledge and image (Keller,1991, 1993). As stated earlier, brand
equity is regarded as consisting of two components – brand strength and brand value (Srivastava
and Shocker,1991)

Our interest is in brand strength, which constitutes the brand associations held by the brand‟s
customers. Some researchers view brand equity as perceived brand quality of both the brand‟s
tangible and intangible components (Kamakura and Russell, 1991).

Brand equity is of interest to managers because of brand loyalty and brand extensions. Brand
equity has a positive relationship with brand loyalty. Brand extensions are an area that are
affected by the original brand‟s equity(Bridges, 1992).

A current brand extension when compared to a new brand name has lower advertising costs and
higher sales because of consumer knowledge of the original brand (Smith, 1991; Smith and
Whan Park, 1992).

Interestingly, it has been found that consumers accept brand extensions more when the quality
variations across the product line are small rather than large (Dacin and Smith, 1994). This
suggests that consumers do not trust brands whose quality varies. In fact it is critical for brand
managers not to lose brand equity by launching substandard products.

In a similar vein, brand extensions are more acceptable for products where the customer-based
brand associations are salient and relevant (Broniarczyk and Alba, 1994). For example,
consumers will more readily accept a mouthwash extension of Close-up than of Crest because
Close-up is associated with breath freshening whereas Crest is associated with dental protection.

10
DATA ANALYSIS
&
INTERPRETATION

11
TABLE 1

BRAND LOYALITY OF NO:OF RESPONDENT PERCENTAGE

CUSTOMERS

YES 155 77.5%

NO 45 22.5%

TOTAL 200 100%

BRAND LOYAL CUSTOMERS

22.5

YES 155
NO 45

77.5

INTERPRETATION

From the above table it was inferred that from the total population of 200 respondents, 22.5% of
respondents are not a brand loyal customer wherea , 77.5% of respondents are brand loyal customer. This
shows that majority of the respondents are brand loyal in nature.

12
TABLE 2

MAJOR USING BRAND NO:OF RESPONDENT PERCENTAGE

VIVO 25 12.5%
SAMSUNG 70 35%
LENOVO 30 15%
OPPO 35 17.5%
OTHERS 40 20%
TOTAL 200 100%

MAJOR USING BRAND

40
35
35
30
25
20
20
15 17.5 PER
15
10 12.5
5
0
25 70 30 35 40
VIVO SAMSUNG LENOVO OPPO OTHERS

INTERPRETATION

From the above table it is inferred that out of the total population 35% of the respondents are
using Samsung. 17.5% of the respondents are using Oppo,15% of the respondents are using
Lenovo, 12.5% of them are using Vivo and rest 20% of the respondents are using other
smartphones namely Huwaie , Micromax, LG, Apple etc.

13
TABLE 3

INFLUENCE OF BRAND NO:OF RESPONDENTS PERCENTAGE

NAME

YES 136 68%

NO 64 32%

TOTAL 200 100%

INFLUENCE OF BRAND NAME

32

YES 136
NO 69

68

INTERPRETATION

From the above table it is inferred that the brand name has a great influence in the purchase
decision of a consumer. It is seen that about 68% of the total respondent has influence of brand
name in their purchase decision and only 38% of the respondent has no influence.

14
TABLE 4

ATTRIBUTES THAT NO:OF RESPONDENT PERCENTAGE

ATTRACT MOST
BRAND NAME 70 35%
PRICE 30 15%
QUALITY 63 31.5%
FEATURES 37 18.5%
TOTAL 200 100%

MOST ATTRACTED ATTRIBUTE

35
35 31.5

30
25
18.5
20 15
15 PERCENTAGE

10
5
0
70 30 63 37
BRAND NAME PRICE QUALITY FEATURES

INTERPRETATION

From the above table it is interpreted that, the quality attracts 35% of the total population, brand
name attracts 31.5% of respondents, price attracts 15% of the respondents and features attracts
18.5% of respondents. Here we can see that the attributes which attract the most is brand name
and quality of the smartphone.

15
TABLE 5

INFLUENCE TO BUY THE NO:OF RESPONDENT PERCENTAGE

BRAND

ADVERTISEMENT 66 33%
SHOP DISPLAY 28 14%
FRIENDS/RELATIVES 58 29%
DEALER/RETAILER 48 24%
TOTAL 200 100%

INFLUENCE TO BUY

33
35
29
30
24
25
20 PERCENTAGE
14
15
10
5
0
66 28 58 48
ADVERTISEMENT SHOP DIS FRIENDS/REL DEALER/RET

INTERPRETATION

From the above table it is interpreted that about 33% of the respondents said that advertisement
has a great influence in their purchase decision. Shop display influences about 14% of the
respondents, friends/relatives has influenced 29% of the respondents and dealer/retailer has
influenced 24% of the respondents which means advertisement and retailer has a great influence
in the purchase decision of a consumer.

16
TABLE 6

INFLUENCE OF PRODUCT NO:OF RESPONDENTS PERCENTAGE

FEATURES

VERY STRONG 81 40.5%

STRONG 64 32%
LESS 45 22.5%
VERY LESS 10 5%
TOTAL 200 100%

INFLUENCE OF PRODUCT FEATURES

45 40.5
40
32
35
30
22.5
25
20 PERCENTAGE
15
10 5
5
0
81 64 45 10
VERY STRONG STRONG LESS VERY LESS

INTERPRETATION

From the above table it is inferred that the product features influences 40.5% of the respondents
very strongly, 32% of the respondents strongly,22.5% of the respondent has less influence and
5% of the respondents has very less influence in their purchase decision. The more and good
features the product has, the more the consumer prefer to buy that product.

17
TABLE 7

CONSUMER CAME TO NO:OF RESPONDENT PERCENTAGE

KNOW VIVO

ADVERTISEMENT 55 27.5%
IPL 93 46.5%
FRIENDS 24 12%
RETAIL SHOP 28 14%
TOTAL 200 100%

CONSUMERS CAME TO KNOW

46.5
50
45
40
35 27.5
30
25
PERCENTAGE
20 14
12
15
10
5
0
55 93 29 28
ADVERTISEMENT IPL FRIENDS RETAIL SHOP

INTERPRETATION

From the above table it is interpreted that majority(46.5%) of the respondent came to know about
vivo through IPL, whereas 27.5% of the respondent came to know about vivo through the
advertisement,12% of the respondent through friends and 14% of the respondent through retail
shops.

18
TABLE 8

DESCRIBE THIS BRAND NO:OF RESPONDENT PERCENTAGR

RELIABLE 62 31%

SUCCESSFUL 46 23%

PREMIUM 65 32.5%

STYLISH 27 13.5%

TOTAL 200 100%

DESCRIBE THE BRAND

35 32.5
31

30
23
25

20
13.5 PERCENTAGE
15

10

0
62 46 65 27
RELIABLE SUCCESSFUL PREMIUM STYLISH

INTERPRETATION

From the above table it is interpreted that about 32.5% of the respondent describe this brand as
premium brand, 31% of the respondents describe it as reliable, 23% of the respondent describe as
succsseful and 13.5% of the respondent describe it as a stylish brand.

19
TABLE 9

ASSESSMENT ABOUT THE NO:OF RESPONDENT PERCENTAGE

PRODUCT QUALITY

EXCELLENT 55 27.2%
VERY GOOD 78 39%
GOOD 31 15.5%
SATISFACTORY 36 18%
TOTAL 200 100%

CONSUMERS ASSESSMENT
39
40
35
27.5
30
25
18 PERCENTAGE
20 15.5
15
10
5
0
55 78 31 36
EXCELLENT VERY GOOD GOOD SATISFACTORY

INTERPRETATION

From the above table it is interpreted that the consumers have excellent(27.5%) assessment about
the quality of vivo, 39% of the respondent said it is very good ,15.5% of the respondent have
good assessment and 36% of the respondent are satisfied with the quality of vivo smartphone.

20
TABLE 10

AFTER SALES SERVICE NO:OF RESPONDENT PERCENTAGE

YES 191 95.5%

NO 9 4.5%

TOTAL 200 100%

AFTER SALES SERVICE

4.5

YES 191
NO 9

95.5

INTERPRETATION

From the above table it is interpreted that 95.5% of the respondents are satisfied with the after
sales service of the company whereas only 4.5% of the are not satisfied with the sales service.

21
TABLE 11

SATISFACTION LEVEL OF NO:OF RESPONDENT PERCENTAGE

OFFERS/GIFTS

YES 145 72.5%

NO 55 27.5%
TOTAL 200 100%

SATISFACTION OF GIFTS/OFFERS

27.5

YES 145
NO 55

72.5

INTERPRETATION

From the above table it is interpreted that 72.5% of the respondents are satisfied with the
offers/gifts provided by the company whereas 27.5% are not satisfied.

22
TABLE 12

OVERALL SATISFACTION NO:OF RESPONDENT PERCENTAGE

OF THE BRAND

YES 125 62.5%

NO 75 37.5%

TOTAL 200 100%

SATISFIED WITH THE BRAND

37.5
YES 125
NO 75
62.5

INTERPRETATION

From the above table it is interpreted that 62.5% of the respondent are satisfied with the brand.
Only 37.5% are not satisfied with the brand.

23
TABLE 13

LIKE TO RECOMMEND NO:OF RESPONDENT PERCENTAGE

LIKE 88 44%
LIKE VERY MUCH 96 48%
DON‟T LIKE 16 8%
TOTAL 200 100%

RECOMMEND TO OTHERS
60
48
50 44

40

30
PER
20
8
10

0
88 96 16
LIKE LIKE VERY MUCH DON’T LIKE

INTERPRETATION

From the above table it is interpreted that 48% of the respondent like very much to recommend
this brand to others,44% like to recommend and 8% don‟t like to recommend.

24
FINDINGS,SUGGESTIONS &
CONCLUSION

25
FINDINGS OF THE STUDY

 Most of the respondents are brand loyal.

 About 12.5% of the respondents are using Vivo.
 Brand name has a great influence in making purchase decision.
 Advertisement has a great influence in making purchase decision whereas shop display
has no much influence.
 About 80% of the respondent says that product features are playing a crucial role in
purchase decision.
 Out of total respondent 46.5% of the respondent came to know about vivo through IPL,
and 27.5% through advertisement like hoardings, flex boards, etc.
 Respondents describe this brand as reliable and premium.
 Most of the respondents have excellent assessment about the product quality of vivo
smartphone.
 Majority of the respondents are highly satisfied with the after sales service provided by
the company.
 Majority of them are satisfied with the brand and they like very much to recommend this
brand to others.

26
RECOMMENDATION

1. Company has to improve the promotional work in retail shops as many of the respondents
have no knowledge about this brand.
2. Shop display is creating only less influence in purchase decision, which has to be
improved
3. Company can improve the external design of the product .
4. The respondents are not satisfied with the offers/gifts provided by the company in which
the company must come up with new offers.
5. Dealers or retailers are not pushing the product into the market efficiently and sincerely.
So the company must take appropriate steps to make it efficient and effectieve.

27
CONCLUSION

This section of the study concludes all the findings. It sums up what has been researched and
provides a final verdict on the research question.
In accordance with all the matter that has been reviewed and discussed, along with the
consideration for the survey results, it can be asserted that significant insight with regard to the
research question has been provided. Having reviewed pertinent literature on the impact of
branding on consumers purchasing decision, there are several views exposed, with each having
its own significance. Considering all the views that have been described and discussed, it can be
said that there is a pattern observed. This pattern appears to take a path that includes a company
first establishing itself with a brand name. This brand name is focused on tremendously, and the
company tries to serve its customers through offering the most convenient and affordable
products and services, keeping in mind that quality is of great importance.
Once consumers are satisfied with the services and products supplied, they automatically take to
the brand because of being rewarded for their confidence in the brand. The repeated rewards that
they receive for their trust strengthens a brand relationship with a consumer. Every time
consumers are in need of similar services and products, they are most likely to demonstrate brand
loyalty by returning to a particular brand that rewarded them repeatedly. This proves a
company's brand identity because consumers know what to expect from a particular brand, and
therefore, each time they shop around, they will purchase the brand that has satisfied their needs
in the past. In addition to this, it must be asserted that brand equity is something that cannot be
overlooked, as this is what comprises the most effective marketing technique.
All the findings of the research conducted have been presented in this section. All findings have
been considered and assembled together. These findings are all of considerable value because
they all have significance and they all demonstrate a pattern along which branding operates in
order to influence consumer purchase decisions.
From the research conducted above, it has also been asserted that there is scope for further
research. This is of particular importance because market trends and consumer behaviors are
likely to undergo transformation through time. However, the findings in this research hold true
according to the data that has been obtained, analyzed and concluded.

28
REFERENCE
 Kotler, P. et al. (1999) Principles of Marketing, 2nd Edition, Europe: Prentice Hall.
 Kress, G. (1988) Marketing research, 3d Edition, Englewood Cliffs: Prentice Hall.
 Srivastava, R.K. and Shocker, A.D. (1991), Brand Equity: A Perspective on Its Meaning
and
 Measurement, Report Number 91-124, Marketing Science Institute, Cambridge, MA
 Consumer Behavior, 6th Edition, by Hawkins, Best ad Coney.
 Consumer Behavior, 6th Edition, by Lean G. Sehiffman and Leslic lazan Kanuk.
 Kevin Lane Keller (2004). Strategic Brand Management, 2nd edition, Pearson
Education, New

29
APPENDIX: QUESTIONNAIRE

NAME:

AGE:

SEX: M v F

PLACE:

MOB:

1. Are you a brand loyal customer?

Yes no

2. Which brand are you using?

Vivo Samsung Lenovo oppo others

3. Which attribute did attract you to purchase this product?

Brand name price quality features

4. What influenced you to buy this product?

Advertising shop display friends/relatives dealer/retailer

5. Influence of brand name on purchase decision?

Agree disagree strongly agree strongly disagree

6. Influence of product features on purchase decision?

Agree disagree strongly agree strongly disagree

[Link] do the consumers came to know about vivo?

Advertisement IPL Friends Retail shop

8. How well do the following words describe this brand?

Reliable successful Premium stylish

30
9. What is your assessment of the product quality of this brand?

Excellent very good Good satisfactory

10. How effective is this brand’s after sales service-does it completely satisfy your
requirements?

Yes no

11. Do you think consumer’s are satisfied enough with the offers/gifts provided by the
company?

Yes c no

[Link] the consumers satisfied with the brand?

Yes c no c

13. How likely would you recommend this brand to others?

Likely very much likely not at all

14. What is your overall opinion of this brand?

……………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………………
……………………………

THANK YOU

31