factors contributing to percieved brand image under selected product category part-2
TRANSCRIPT
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DATA ANALYSIS &INTERPRETATION
Q1. What is your favourate brand of mobile phone?
CHART-1
INTERPRETATION:-
From the above chart we can observe that Nokia has major share in the
consumers mind as favourate brand and followed by Blackberry, Apple, Sony
Ericson and Samsung. Several factors have been contributing to build theirperception towards particular brand either positively or negatively in their choice
of offerings. Positivity builds the favouritism towards brand and makes them
loyal to brand.
42%
28%
19%
7%4%
Percentage
NOKIA BLACKBERRY APPLE SONY ERICSSON SAMSUNG
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CHART-2
INTERPRETATION:-
Majority of the respondents were from the age group (15-25) and followed by
other age group (25-40).
Q2. What is the reason for it?
CHART-3
89.4760
88.24
33.33
100
10.5340
11.76
66.67
NOKIA BLACKBERRY APPLE SONY ERICSSON SAMSUNG
Age group
Age (15-25) Age (25-40)
NOKIA BLACKBERRY APPLESONY
ERICSSON SAMSUNG
Others 5.26 16 0 0 0
Brand name 15.79 58.82 66.67 0
Features 15.79 84 41.18 66.67 0
Design/style 15.79 0 23.53 0 0
price 31.58 0 0 66.67 50
Quality 57.89 32 47.06 66.67 50
No
ofpeople
Factors
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INTERPRETATION:-
NOKIA- Quality being the major factor (nearly 60%) and followed by price,
features, Design/style, brand name etc.
BLACKBERRY- Features being the major factor (84%) and followed by quality
etc.
APPLE- Brand name of the apple plays vital role in consumers mind and
followed by quality, features, Design/style.
SONY ERICSSON- Quality, Price, Brand name, Features together playing vital
role in the consumers mind.
SAMSUNG-Price and Quality (both are 50%) being plays crucial role in the
consumers mind.
COMPARISON- In every brand Quality is being plays very crucial role and
Features of the Blackberry plays dominant role in consumers mind but apple
brand image also dominating the other brands.
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Q3. Do you currently using it?
CHART-4
INTERPRETATION:-
NOKIA- All the respondents are using the handhelds of nokia.
BLACKBERRY- 92% of the respondents are using the handhelds of blackberry
and others are showing favouritism towards it.
APPLE- 76% of the respondents are using the apple handhelds and others are
showing their favourate attitude towards the brand.
SONY ERICSSON- All the respondents are using the handhelds of Sony
Ericsson.
SAMSUNG-50% of the respondents showing their favourable attitude towards
the brand and others are using the handhelds of Samsung.
NOKIA BLACKBERRY APPLE SONY ERICSSON SAMSUNG
YES 100 92 76.47 100 50
NO 0 8 23.53 0 50
No
ofpeople
Usage
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COMPARISON- Only Nokia & Sony Ericsson has the 100% favourable attitude
towards the brand. But other brands may change due to their favouritism towards
brand.
Q4. How do you rate the following cell phone brands on the below mentioned
parameters? (1-Excellent, 2-Very good, 3-Average, 4-Poor)
CHART-5
INTERPRETATION:-
NOKIAMajority respondents (90%) were rated as excellent and others rated as
Very good (remaining 10%).
BLACKBERRY- 76% of the Respondents rated as excellent and remaining 24%
respondents rated as Very good.
APPLE 89% of the Respondents rated as excellent and remaining 11%
respondents rated as Very good.
NOKIA BLACKBERRY APPLESONY
ERICSSONSAMSUNG
Poor 0 0 0 0 0
Average 0 0 0 0 0
Very good 10.53 24 11.76 33.33 0
Excellent 89.47 76 88.24 66.67 100
No
ofpeople
Quality
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SONY ERICSSON- 66% of the Respondents rated as excellent and remaining
respondents were rated as Very good.
SAMSUNG-All the Respondents were rated as excellent.
COMPARISON- % high of the Respondents were rated as excellent when
compared to other options but due to smaller sample size of Samsung makes it
stands in front row. None of the brands gets the rating as Average and poor this
reveals that Quality being plays dominant role in the consumers mind when they
makes purchase decision.
CHART-6
INTERPRETATION:-
NOKIA- From the above chart we can observe that this brand has got mixed
ratings from the Respondents and majority of them were rated as excellent and
followed by Very good, Average, and Poor.
BLACKBERRY- Majority Respondents rated as excellent (nearly 80%) and
followed by Very good (20%). None of them have rated it as Average or Poor.
NOKIA BLACKBERRY APPLESONY
ERICSSONSAMSUNG
Poor 10.53 0 0 0
Average 26.32 0 0 33.33 0
Very good 26.32 24 29.41 33.33 100
Excellent 36.84 76 70.59 33.33 0
0
20
40
60
80
100
120
N
o
ofpeople
Multiple Features
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APPLE- % high Respondents were rated as excellent and followed by Very
good. None of them have rated it as Average or Poor.
SONY ERICSSON- It has got some equal and mixed responses from their
respondents. But none of them rated as Poor.
SAMSUNG- All the respondents rated it as Very good.
COMPARISON-None of the brands were rated as Poor on the scale but when
compared to Blackberry and Apple other brands got some mixed reactions from
the respondents. This reveals that if the respondents feel to have multiple features
they may switch their brands. But Blackberry got Very positive response fromthe respondents and followed by Apple.
CHART-7
INTERPRETATION:-
NOKIA- It has got some mixed ratings from the respondents but 35% of the
respondents rated as excellent and followed by Very good (33%), Average
(18%), and Poor (13%).
NOKIA BLACKBERRY APPLESONY
ERICSSONSAMSUNG
Poor 13.16 8 0 0 0
Average 18.42 8 0 0 0
Very good 33.21 28 11.76 66.67 100Excellent 35.21 56 88.24 33.33 0
0
20
40
60
80
100
120
No
ofresponde
nts
Design/Style
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BLACKBERRY- the majority of the respondents rated it as excellent and
followed by Very good (28%), Average (8%), Poor (8%).
APPLE- It has got tremendous response from the respondents and majority of
them rated as excellent (88%) and followed by Very good (12%). None of them
rated it as neither average nor poor.
SONY ERICSSON- Majority of the respondents rated it as Very good (67%) and
followed by excellent (33%).
SAMSUNG- All the respondents rated it as very good.
COMPARISON- When comparing to other brands Apple makes its presence and
dominating the all leading brands and followed by Blackberry. Nokia rated as
poor when compared to other brands this may leads to switching to another who
are much concerning about Design/Style.
CHART-8
NOKIA BLACKBERRY APPLESONY
ERICSSON SAMSUNG
Excellent 94.74 52 76.47 33.33 0
Very good 0 8 0 66.67 25
Average 0 32 23.53 0 75
Poor 5.26 8 0 0 0
No
ofrespondents
User Friendly
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INTERPRETATION:-
NOKIA- Majority share of this brand rated as excellent (95%) on the scale and
followed by poor (5%).
BLACKBERRY- It has got some mixed reactions from the respondents and
majority of them rated as excellent (52%) and followed by average (32%), very
good (8%) and poor (8%).
APPLE- Majority respondents rated it as excellent (76%) and followed by
average (24%).
SONY ERICSSON- Majority respondents rated it as very good (67%) and
followed by excellent (33%).
SAMSUNG- Majority of the respondents rated it as average (75%) and followed
by very good (25%).
COMPARISON- Nokia has got tremendous response from the respondents and
followed by the Apple, Blackberry, Sony Ericson and Samsung.
CHART-9
NOKIA BLACKBERRY APPLESONY
ERICSSONSAMSUNG
Excellent 68.42 64 70.59 66.67 0
Very good 18.42 20 29.41 0 50
Average 13.16 16 0 33.33 50
Poor 0 0 0 0 0
No
ofrspondents
Value for price
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INTERPRETATION:-
NOKIA- Majority of the respondents rated it as excellent (68%) and followed by
very good (18%), average (13%).
BLACKBERRY- Majority of the respondents rated it as excellent (64%) and
followed by very good (20%), and average (16%).
APPLE- Majority of the respondents rated it as excellent (71%) and followed by
very good (29%).
SONY ERICSSON- Majority of the respondents rated it as excellent (67%) and
followed by average (33%).
SAMSUNGIt got some mixed responses from the respondents and equally
rated on the scale as very good and average (both are 50%).
COMPARISON- Compared to all the brands Samsung stands in the back row
and all other stands equally on the scale.
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Q5. How important are the following factors in contributing to brand image for
any cell phone brand?
CHART-10
INTERPRETATION:-
From the above chart we can observe that for any mobile brand several factors
are being contributing towards brand favouritism and make them brand loyal.
COUNTRY OF ORIGIN: - Majority of the respondents feel that country of
origin is important (40%) for them when they make purchase and followed by
somewhat important (29%), very important (22%). But only (9%) of the
respondents feel that country of origin is not important while making purchase.
50
71.11
15.56
17.78
11.11
37.78
6.67
22.22
37.78
15.56
60
17.78
44.44
20
26.67
40
6.67
13.33
20
46.67
28.89
28.89
24.44
28.89
0
0
4.44
17.78
15.56
13.33
42.22
8.89
Design/Style
Quality
Variety
Higher price
Packaging
After sales service & warranty
Celebrity endorsement
Country of origin
Not important Some what important Important Very important
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For instance most of the people may not go for china products even they like they
hesitate to go for it.
CELEBRITY ENDORSEMENT- Majority of the respondents feels that celebrity
endorsement is not important for them and followed by important (27%),
somewhat important (24%) and very important (7%).
AFTER SALES SERVICE & WARRANTY- Majority of the respondents feels
that it is very important (38%) for their branded products and followed by
somewhat important (13%), important (20%), and not important (13%). Now a
days no one would like to make their purchase without security for their branded
products.
PACKAGING- Majority of the respondents feels that packaging also plays
important (44%) role in their purchase decision and followed by the somewhat
important (29%), not important (15%), and very important (11%).
HIGH PRICE- Majority of the respondents feels that it is somewhat important
(47%) and equally shared by other options on the scale (18%). Many of the
people perceive that branded products should be high price.
VARIETY- Majority of the respondents responded tremendously that it is
definitely influences them in making purchase decision.
QUALITY- No individual responded that it is not important this statement says
that Quality is how much important for any mobile brand. 71% of the
respondents feel that it is important for any mobile brand.
DESIGN/STYLE- Half of the respondents feels that it is very important for them
while making purchase decision. For instance design of the apple brand makes
much difference when compared to other brands.
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Q6. What is your favourate brand of shampoo?
CHART-11
INTERPRETATION:-
From the above chart we can observe that majority of the respondents fallen in
Head & shoulders and followed by Garnier, dove, clear, Sun silk and Himalaya
etc.
36%
13%13%
6%
11%
6%
11%
4%
Percentage
Head&shoulders Garnier Dove Pantene Clear Himalaya Sunsilk Others
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CHART-12
INTERPRETATION:-
Age group of (15-25, 71%) have the majority share and followed by the other
(25- 40, 29%) in the head & shoulders brand.
Age group of (15-25, 83%) have the majority share and followed by the other
(25- 40, 17%) in the Garnier brand.
Age group of (15-25, 100%) have the all respondents in the Dove brand.
Age group of (15-25, 67%) have the majority share and followed by the other
(25- 40, 33%) in the Pantene brand.
Age group of (15-25, 80%) have the majority share and followed by the other
(25- 40, 20%) in the clear brand.
Age group of (15-25, 67%) have the majority share and followed by the other
(25- 40, 33%) in the Himalaya brand.
Age group of (15-25, 100%) have the all respondents in the Sun silk brand.
Age group of (15-25, 50%) have the majority share and followed by the other
(25- 40, 50%) in the other brands.
70.59
83.33
100
66.67
80
66.67
100
50
29.41
16.67
0
33.33
20
33.33
0
50
Head&Shoulders
Garnier
Dove
Pantene
Clear
Himalaya
Sunsilk
Others
Age group
Age (15-25) Age (25-40)
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Q7. What is the reason for it?
CHART-13
INTERPRTATION:-
HEAD & SHOULDERS- In this majority of the respondents perceive it as
qualitative and followed by brand name, product variety, ingredients, colour &
smell, packaging and price. Quality (59%) and brand name (41%) plays a vital
role in consumers minds towards the brand.
GARNIER- In this majority of the respondents going for quality (67%) being and
followed by the product variety, Colour & smell, price, and brand name.
DOVE- Quality of the brand makes the respondents go for this brand and
followed by colour & smell, ingredients, and brand name.
PANTENE- Quality of the brand (100%) pushing the respondents towards brand
and followed by product variety, and ingredients (both are 33%).
Head&Shoulders
Garnier
Dove
Pantene
Clear
Himalaya
Sunsilk
Others
Head&Sh
ouldersGarnier Dove Pantene Clear Himalaya Sunsilk Others
Product variety 17.65 16.67 0 33.33 0 33.33 0 0
Ingredients 11.76 50 16.67 33.33 40 0 0 100
Color&smell 11.76 16.67 33.33 0 60 33.33 40 0
Packaging 11.76 0 0 0 20 0 0 0
Quality 58.82 66.67 100 100 60 100 80 100
Price 11.76 16.67 0 0 20 0 0 0
Brand name 41.18 16.67 16.67 0 40 33.33 0 0
Percentage of factors on scale
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CLEAR-Quality and Colour & smell together makes the respondents go for this
brand and followed by ingredients, and brand name (both are40%), packaging,
and price (20%).
HIMALAYA- All the respondents voted for quality as main reason for their
purchase decision and followed by product variety, colour & smell, and brand
name (All are 33%).
SUNSILK- Quality (80%) being the main reason behind the purchasing decision
and followed by colour & smell (40%).
COMPARISON-Quality being the main reason behind the consumers purchasedecision and followed by colour & smell. Ingredients and brand name contributes
some extent.
Q8. Do you currently using it?
CHART-14
INTERPRETATION:-
Majority of the respondents are currently using the brands according to their
favourable attitude except in Pantene and dove.
0% 20% 40% 60% 80% 100%
Head&shoulders
Garnier
Dove
Pantene
Clear
Himalaya
Sunsilk
Others
Yes
No
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Q9. How do you rate the following shampoo brand on the below mentioned parameters?
(1-Excellent, 2-Very good, 3-Average, 4-Poor)
CHART-15
INTERPRETATION:-
HEAD & SHOULDERS-Majority of the respondents rated the quality as
excellent (82%) and followed by the very good (18%).
GARNIER- All of the respondents were rated the quality is excellent.
DOVE- Majority of the respondents rated the Quality (67%) is excellent and
followed by the very good and average (both are 16%).
PANTENE- Majority of the respondents rated the Quality (67%) is excellent and
followed by the average (33%).
CLEAR- Majority of the respondents rated the Quality (60%) is excellent and
followed by very good (40%).
HIMALAYA- All the respondent rated the Quality is excellent.
Head&sh
oulders
Garnier Dove Pantene Clear Himalaya Sunsilk
Excellent 82.35 100 66.67 66.67 60 100 80
Very good 17.65 0 16.67 0 40 0 20
Average 0 0 16.67 33.33 0 0 0
Poor 0 0 0 0 0 0 0
No
of
respondents
Quality
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SUNSILK-Majority of the respondents rated Quality (80%) is excellent and
followed by very good (20%).
COMPARISON- Most common factor that Quality rated as excellent but clear
among those rated as low compared to other brands.
CHART-16
INTERPRETATION:-
COMPARISON- All the brands in the mentioned rated in same manner except
clear. The respondents rated it as excellent and Sun silk rated as Poor when
compared to others. No one rated sun silk as excellent in the mentioned brands
on the scale.
Head&sh
oulders
Garnier Dove Pantene Clear Himalaya Sunsilk
Excellent 52.94 50 50 33.33 80 33.33 0
Very good 29.41 33.33 16.67 0 20 33.33 20
Average 11.76 16.67 16.67 33.33 0 33.33 60
Poor 5.88 0 16.67 33.33 0 0 20
No
ofrespondents
Price
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CHART-17
INTERPRETATION:-
Majority of them rated Dove and clear as excellent (80% & 67%) on the scale
and followed by Garnier (50%), Pantene and Himalaya (both are 33%). Sun silk
and Garnier rated as poor on the scale respectively (20 % & 17%).
Head&sh
oulders
Garnier Dove Pantene Clear Himalaya sunsilk
Excellent 38.24 50 66.67 33.33 80 33.33 0Very good 23.53 0 16.67 0 20 33.33 80
Average 38.53 33.33 16.67 66.67 0 33.33 0
Poor 0 16.67 0 0 0 0 20
No
ofrespondens
Variety
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CHART-18
INTERPRETATION:-
Only Dove rated as (high) excellent 67% on the scale and followed by the other
mentioned brands Clear, Head & shoulders, Garnier, Pantene and Himalaya.
Pantene rated as very good (high) on the scale and followed by Garnier, Head &
shoulders, Clear and Himalaya, Dove and Sun silk. Sun silk rated as Poor (high)
on the scale and the followed by Head & shoulders.
Head &
shoulder
s
Garnier Dove Pantene Clear Himalaya Sunsilk
Excellent 35.29 33.33 66.67 33.33 40 33.33 0Very good 41.18 50 33.33 66.67 40 33.33 20
Average 11.76 16.67 0 0 20 33.33 0
Poor 11.76 0 0 0 0 0 80
No
ofrespondents
Packaging
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Q10.How important are the following factors in contributing to brand image for
any shampoo brand?
CHART-19
INTERPRETATION:-
COUNTRY OF ORIGIN: - Majority of the respondents feels that country of
origin is somewhat important (45%) for any shampoo brand because people who
dont aware of the brand they dont buy the product. But at the same time
respondents feels that country of origin is important as well as not important
36.17
76.6
34.04
12.77
4.26
8.51
8.51
42.55
19.15
27.66
46.81
19.15
36.17
23.4
17.02
4.26
31.91
25.53
27.66
31.91
44.68
4.26
0
6.38
14.89
48.94
23.4
23.4
Variety
Quality
High price
Packaging
After sales service
Celebrity endorsement
Country of origin
Not important Some what important Important Very important
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(both are 24%) for any shampoo brand and followed by very important (8%) on
the scale.
CELEBRITY ENDORSEMENT: - Majority of the respondents feels that
celebrity endorsement is important (36%) in purchasing decision and followed by
somewhat important (32%), not important (23%) and very important (8%). Most
of the leading brands flooded with celebrity endorsers and people may confuse
with their credibility this might be the reason for mixed responses.
AFTER SALES SERVICE:-Majority of the respondents feels that after sales
service is not important (nearly 50%) for any shampoo brand and followed by
somewhat important (27%), important (19%) and important (4%) will not
contribute to push consumers towards any shampoo brand.
PACKAING:-Majority of the respondents feels that packaging plays an
important (47%) role in the consumers mind and followed by the somewhat
important, not important and very important. Most of the respondents reveal that
they attracted towards any shampoo because packaging is the one of main reason.
HIGH PRICE:- From the respondents got some mixed opinions about high price
of the shampoo. But majority of them feels that it should be very important (high
price) and followed by the somewhat important, important and not important.
QUALITY: - Majority of the respondents feels that it should be very important
(77%) and followed by important and somewhat important for any shampoo
brand.
VARIETY: - Majority of them feels that it should be important (42%) and
followed by very important (36%) for any shampoo brand.
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Q11. What is your favourate brand of Sportswear/Apparels?
CHART-20
INTERPRETATION:-
From the above chart we can observe that majority of the share occupied by
Reebok in consumers mind and followed by puma, Adidas, Nike, lee cooper and
others. Cat brand has fallen in the others group in consumers mind. Several
factors might have the contribution towards favourable attitude of the brand in
consumers.
38%
18%
13%
16%
13%
2%
Percentage
REEBOK PUMA NIKE ADIDAS LEE COOPER OTHERS
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CHART-21
INTERPRETATION:-
REEBOK:-Majority of the respondents fall the age group (15-25, 88%) and
followed by the age group (25-40, 12%).
PUMA: - Majority of the respondents fall the age group (15-25, 88%) and
followed by the age group (25-40, 12%).
NIKE:-All the respondents have fall in the age group (15-25).
ADIDAS:-Majority of the respondents fall in the age group (15-25, 71%) and
followed by the age group (25-40, 28%).
LEE COOPER: - Both age groups have shared equally.
OTHERS:-Only Cat brand have occupied in the consumers mind.
88.24
87.5
100
71.43
50
100
11.76
12.5
0
28.57
50
0
REEBOK
PUMA
NIKE
ADIDAS
LEE COOPER
OTHERS
Age group
Age (25-40) Age (15-25)
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Q12.What is the reason for it?
CHART-22
INERPRETATION:-
REEBOK: - Majority of the respondents perceived it as qualitative (71%) and
followed by design/style (58%) brand name (47%), colours (12%), high price and
others (both are 6% each) are the reason behind the purchasing decision.
PUMA: - Majority of the respondents perceived it as qualitative (87%) and
followed by design/style (62%) brand name (62%), high price (62%) and colours
(25%) are the reason behind the purchasing decision.
NIKE: - Quality, High price, Design/style are perceived (three of them are 100%)
as most important and followed by brand name (67%) and colours (33%) were
the reason behind the purchasing decision.
ADIDAS:-Brand name plays vital role in the consumers mind while making
purchasing decision and followed by Design/Style and Quality were the reason
behind the purchasing decision.
REEBOK PUMA NIKE ADIDAS LEE COOPER OTHERS
Others 5.88 0 0 0 0 0
Colors 11.76 25 33.33 28.57 16.67 0
Brand name 47.06 62.5 66.67 71.43 33.33 100
Design/Style 58.82 62.5 100 57.14 83.33 100
High Price 5.88 62.5 100 0 16.67 100
Quality 70.59 87.5 100 57.14 16.67 100
0
50
100
150
200
250
300
350
400
450
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LEE COOPER:-Majority of the respondents feels that Design/Style of the brand
was the reason behind purchasing decision and followed by brand name (33%),
Quality (17%),High price (17%), Colours (17%) were the reason behind the
purchasing decision.
COMPARISON: - Quality, brand name and Design/Style are leading selling
factors for mentioned brands. But Nike perceived it as most Qualitative brand as
well as top design/style among the other brands.
Q13. Do you currently using it?
CHART-23
INTERPRETATION:-
Majority of the brands above mentioned are currently using it by the respondents
and minority shares followed by Lee cooper, Puma, Reebok, and Adidas.
Q14. How do you rate the following Sportswear/Apparels brands on the below
mentioned parameters? (1-Excellent, 2-Very good, 3-Average, 4-Poor)
020
4060
80100
REEBOK
PUMA
NIKE
ADIDAS
LEE COOPER
OTHERS
Yes
No
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CHART-24
INTRPRETATION:-
REEBOK: - Majority of the respondents rated as excellent (53%), and followed
by very good (29%), poor (11%) and average (6%) on the scale.
PUMA: - Majority of the respondents rated as very good (62%) and followed by
average (25%) and excellent (12%) on the scale.
NIKE: - Majority of the respondents rated as excellent (67%) and followed byvery good (17%) and average (17%) on the scale.
ADIDAS: - Majority of the respondents rated as excellent (57%) and followed by
Average (28%) and very good (14%) on the scale.
LEE COOPER: - Majority of the respondents rated as excellent (83%) and
followed by very good (17%) on the scale.
0
20
40
60
80
100
120
REEBOK PUMA NIKE ADIDAS LEE
COOPER
Poor 11.76 0 0 0 0
Average 5.88 25 16.67 28.57 0
Very good 29.41 62.5 16.67 14.29 16.67
Excellent 52.94 12.5 66.67 57.14 83.33
PRICE
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42
COMPARISON: - Majority of the respondents rated as excellent and Reebok is
the only brand rated as poor on the scale compared to other brands and Puma is
the only brand rated very low as excellent compared to other brands.
CHART-25
INTERPRTATION:-
REEBOK: - Majority of the respondents rated as excellent (70%) and followed
by very good (29%), poor (11%) and average (6%) on the scale.
PUMA: - Majority of the respondents rated as excellent (87%) and followed by
very good (13%) on the scale.
NIKE: - All the respondents rated as excellent on the scale.
ADIDAS: - Majority of the respondents rated as excellent (85%) and followed by
very good (15%) on the scale.
0
20
40
60
80
100
120
REEBOKPUMA
NIKEADIDAS
LEE
COOPER
REEBOK PUMA NIKE ADIDAS LEE COOPER
Poor 11.76 0 0 0 0
average 5.88 0 0 0 0
Very good 29.41 12.5 0 14.29 16.67
Excellent 70.59 87.5 100 85.71 83.33
QUALITY
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LEE COOPER: - Majority of the respondents rated as excellent (83%) and
followed by very good (17%) on the scale.
COMPARISON: - Nike rated as excellent on the scale compared to other brands
and Reebok rated as Poor on the scale compared to other brands.
CHART-26
INTERPRETATION:-
REEBOK: - Majority of the respondents rated as excellent (58%) and followedby Average (29%), very good (11%) on the scale.
PUMA: - Majority of the respondents rated as excellent (87%) and followed by
very good (13%) on the scale.
NIKE: - Majority of the respondents rated as excellent (83%) and followed by
very good (17%) on the scale.
0
20
40
60
80
100
120
REEBOK PUMA NIKE ADIDAS LEE COOPER
Poor 0 0 0 0 0
Average 29.41 0 0 14.29 0
Very good 11.76 12.5 16.67 14.29 0
Excellent 58.82 87.5 83.33 71.43 100
DESIGN/STYLE
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ADIDAS: - Majority of the respondents rated as excellent (71%) and followed by
very good (15%) and Average (14%) on the scale.
LEE COOPER: - All the respondents rated as excellent on the scale.
COMPARISON: - Puma (87%), Adidas (83%), Nike (100%) rated as excellent
compared to other brands and none of the brands rated as poor on the scale.
CHART-27
INTERPRETATION:-
REEBOK: - Majority of the respondents rated as excellent (52%) and followed
by very good (41%) and Average (6%) on the scale.
PUMA: - Majority of the respondents rated as Very good (75%) and followed by
excellent (25%) on the scale.
NIKE: - Majority of the respondents rated as excellent (83%) and followed by
very good (17%) on the scale.
0
20
40
60
80
100
120
REEBOK PUMA NIKE ADIDAS LEE
COOPER
Poor 0 0 0 0 0
Average 5.88 0 0 14.29 0
Very good 41.18 75 16.67 14.29 16.67
Excellent 52.94 25 83.33 71.43 83.33
No
ofrespondents
STORE AMBIENCE
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ADIDAS: - Majority of the respondents rated as excellent (71%) and followed by
very good (14%) and Average (14%) on the scale.
LEE COOPER: - Majority of the respondents rated as excellent (83%) and
followed by very good (17%) on the scale.
COMPARISON: - Nike and Lee cooper rated as excellent compared to other
brands and followed by Reebok and Adidas. Puma is the only brand rated as low
on excellent compared to others. None of the brands rated as poor on the scale.
CHART-28
INTERPRETATION:-
REEBOK: - Majority of the respondents rated as excellent (64%) and followed
by very good (35%) on the scale.
PUMA: - Majority of the respondents rated as excellent (87%) and followed by
very good (13%) on the scale.
0
20
40
60
80
100
REEBOK PUMA NIKE ADIDAS LEE
COOPER
Poor 0 0 0 0 0
Average 0 0 0 0 0
Very good 35.25 12.5 16.67 14.29 33.33
Excellent 64.71 87.5 83.33 85.71 66.67
COMFORT
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NIKE: - Majority of the respondents rated as excellent (83%) and followed by
very good (67%) on the scale.
LEE COOPER: - Majority of the respondents rated as excellent (67%) and
followed by very good (33%) on the scale.
COMPARISON: - Puma (87%), Nike (83%), Adidas (85%) are rated as excellent
compared to other brands and followed by Reebok (64%), Lee cooper (67%).
None of the brands rated as poor on the scale.
CHART-29
0
20
40
60
80
100
120
REEBOK PUMA NIKE ADIDAS LEE
COOPERPoor 0 0 0 0 0
Average 11.76 0 0 14.29 0
Very good 35.29 75 16.67 14.29 33.33
Excellent 52.94 25 83.33 71.43 66.67
COLORS
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INTERPRETATION:-
REEBOK: - Majority of the respondents rated as excellent (52%) and followed
by very good (35%) and Average (11%) on the scale.
PUMA: - Majority of the respondents rated as Very good (75%) and followed by
excellent (25%) on the scale.
NIKE: - Majority of the respondents rated as excellent (83%) and followed by
very good (17%) on the scale.
ADIDAS: - Majority of the respondents rated as excellent (71%) and followed by
very good (14%) and Average (14%) on the scale.
LEE COOPER: - Majority of the respondents rated as excellent (67%) and
followed by very good (33%) on the scale.
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Q15. How important are the following factors in contributing to brand image for
any Sportswear/Apparels brand?
CHART-30
24.44
77.78
68.89
20
35.56
24.44
26.67
24.44
55.56
31.11
53.33
17.78
24.44
44.44
40
48.89
44.44
44.44
35.56
44.44
11.11
2.22
4.44
31.11
13.33
15.56
17.78
24.44
6.67
13.33
11.11
2.22
2.22
4.44
11.11
11.11
11.11
6.67
2.22
0 10 20 30 40 50 60 70 80 90
High price
Quality
Design/style
Packaging
After sales service & warranty
Celebrity endorsement
Country of origin
Store ambience
Colors
Customization
Not important Some what important Important Very important
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INTERPRETATION:-
CUSTOMIZATION: - Majority of the respondents feels that it is important
(44%) and followed by very important (31%) and somewhat important (13%) on
the scale for any Sportswear/Apparel brand. Most of the people wants to make
their own edition of Sportswear/Apparels if they didnt get they may switch to
another brand.
COLOURS: - Majority of the respondents feels that colour is very important
(55%) for any Sportswear/Apparels and followed by important (35%) somewhatimportant (7%) and not important (2%) on the scale. Because the intensity of
colour attracts the young age group this might be the cause for switching to
another brands when they are unavailable.
STORE AMBIENCE: - Majority of the respondents feels that store ambience is
important (44%) for any Sportswear/Apparels and followed by very important
(24%), somewhat important (24%) and not important (6%) on the scale. It
definitely matters when consumer comes to make a purchase if the store
ambience doesnt give clarity to him/her it leads to switching to other brands.
COUNTRY OF ORIGIN: - Majority of the respondents feels that country of
origin is important (44%) for any Sportswear/Apparels and followed by very
important (26%), somewhat important (18%) and not important (11%) on the
scale.
CELEBRITY ENDORSEMENT: - Majority of the respondents feels that
celebrity endorsement is important (49%) for any Sportswear/Apparels brand and
followed by very important (24%), somewhat important (15%) and not important
(11%) on the scale. Because most of the consumers they identify themselves with
celebrities when they are endorsing particular brand.
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AFTER SALES SERVICE & WARRANTY: - Majority of the respondents feels
that after sales service & warranty is important (40%) for any
Sportswear/Apparels brand and followed by very important (35%), Somewhat
important (13%), and not important (11%) on the scale. Sometimes when
consumers buy branded products if they dont give service and warranty on items
they might not satisfy up to mark this also makes them switching to another
brand.
PACKAGING: - Majority of the respondents feels that packaging is important
(44%) for any Sportswear/Apparels brand and followed by somewhat important
(31%), very important (20%) and not important (4%) on the scale.
DESIGN/STYLE:- Majority of the respondents feels that design/style is very
important (69%) for any Sportswear/Apparels brand and followed by important
(24%), somewhat important (4%), and not important (2%) on the scale. Most of
the consumers they keep on buying when any new design/style releases in market
if they are failed to convince them they may go for another brand.
QUALITY: - Majority of the respondents feels that Quality of branded product is
very important (78%) for any Sportswear/Apparels brand and followed by
important (17%), somewhat important (2%), and not important (2%) on the scale.
When consumers spend so much on the product if the Quality doesnt meet their
level they may not repeat the purchase.
HIGH PRICE: - Majority of the respondents feels that it is important (53%)for
any Sportswear/Apparel brand and followed by very important (24%), somewhat
important (11%), and not important (11%) on the scale. Most of the consumers
think that branded products will be high price always otherwise they perceived it
as cheaper one.