“CULT BRANDING ON I PHONES” Project report submitted to ...

`

“CULT BRANDING ON I PHONES”

Project report submitted to

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

In partial fulfillment of the requirements for the award of the degree of

Master of Commerce

Submitted by

ANJU V S

(Reg.No:CCATMCM006)

Under the guidance of

Dr. ARUN BALAKRISHNAN MB

POST GRADUATE DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

MARCH 2021

`

CERTIFICATE

This is to certify that the project entitled “CULT BRANDING ON I

PHONES” by Ms.Anju V S is a bona-fide record of work done under my

guidance and supervision in partial fulfillment of the requirement for the award of

the degree of Master of Commerce.

Dr. JOSHEENA JOSE Dr. ARUN BALAKRISHNAN M B

( Head of the department) ( Project Guide)

`

DECLARATION

I, Anju V S, hereby declare that the bona-fide record of “CULT

BRANDING ON I PHONES” done in partial fulfillment of the M.Com

degree program of Calicut University under the guidance of Dr.Arun

Balakrishnan M B Post Graduate Department of Commerce, Christ College

(Autonomous),Irinjalakuda

I also declare that the project has not formed the basis of reward of any

degree or any other similarity let to any other University.

Place:Irinjalakuda ANJU V S

Date:30-03-2021

`

ACKNOWLEDGEMENT

First, I praise and thank God Almighty who shower ships plenty ful blessings up

on me, who guide, shield and strengthen me all the time.

I wish to express my profound gratitude and heart-felt thanks to our Principal

Fr.Dr.Jolly Andrews CMI for his encouragement and forgiving me permission for

the study.

I am thankful to Dr.Josheena Jose, our HOD and my Project Guide Dr. Arun

Balakrishnan M B without whose guidance and encouragement, I could not have

completed my Project work. Inspite of his busy schedule, he spared some of his

precious time to me for this work. His moral support besides the scholarly

guidance in research is the foundation of this Project. Thankyou, for all the help

and guidance. I’m also thankful to the other faculties of the department for their

valuable advices and co-operation, rendered for the successful completion of my

project.

I put forward my thankfulness to the Librarian and Non-Teaching Staffs of Christ

College Irinjalakuda (Autonomous) for theirco-operation.I also take this

opportunity to thank my parents, friends and classmates who have been a source

of inspiration. Without their encouragement, it would not have been possible for

me to complete my project successfully.

Place: Irinjalakuda

Date:30-03-2021 ANJU V S

`

LIST OF CONTENT

SL NO TITLE PAGE NO

1 LIST OF TABLES

2 LIST OF FIGURES

1 CHAPTER 1. INDRODUCTION 1-5

2 CHAPTER 2. REVIEW OF

LITERATURE

6-19

3 CHAPTER 3. THEROTICAL

FRAME WORK

20-27

4 CHAPTER 4. DATA ANLYSIS

AND INTERPRETATION

28-68

5 CHAPTER 5. FINDINGS,

SUGGESTIONSAND

CONCLUSION

74-78

6 BIBILIOGRAPHY

7 APPENDIX

`

LIST OF TABLES

TABLE

NO

TITLE PAGE

NO

4.1 GENDER 28

4.2 How many years have been after buying your

iPhone.

29

4.3 My iPhone model is 30

4.4 I have bought my iPhone 31

4.5 My iPhone is 32

4.6 The cost of my iPhone is 33

4.7 The Color of my iPhone 34

4.8 I have fought with my parents to buy iPhone 35

4.9 .I give more importance to the case/cover of my

iPhone

36

4.10 Even if I have to buy another phone I will still

buy an iPhone.

37

4.11 The cost of iPhone is high but still people buy it

because of its brand image and status.

38

4.12 I feel proud when I have my iPhone in my

hand.

39

4.13 I feel that my prestige is boosted when I am 40

`

using my iPhone.

4.14 I give importance to the gadgets associated with

iPhone and which are also the same brand.

41

4.15 The design of iPhone is very attractive 42

4.16 The features provided by the iPhone cannot be

matched by any other company

43

4.17 People easily recognize the phone I have is

iPhone by its ringtone.

44

4.18 IPhone have long life. 45

4.19 When I use iPhone I want people to see its

logo.

46

4.20 I phones are very costly but still I buy it

because I get the value from using it.

47

4.21 The processing speed of iPhone is very fast. 48

4.22 If I buy another phone next time I will prefer an

iPhone.

49

4.23 I love my iPhone. 50

4.24 I suggest others to buy an iPhone 51

4.25 iPhone's are very secure. 52

4.26 The technology used in iPhone's is very

advanced.

53

4.27 iPhone's have a great brand image. 54

4.28 The service provided by the iPhone service 55

`

centers is worthy.

4.29 Apple iPhone's are a trustable brand. 56

4.30 I boast about my iPhone to others. 57

4.31 Whenever I get time I talk exaggeratedly about

my iPhone.

58

4.32 . I always have points to defend iPhone's when

I talk or argue with others on phones.

59

4.33 Battery quality/life 60

4.34 Camera quality 61

4.35 Security 62

4.36 Brand image/name 63

4.37 Design 64

4.38 Sound quality 67

4.39 Processor/speed. 68

`

LIST OF FIGURES

SL NO TITLE PAGE

NO

4.1 GENDER 28

4.2 How many years have been after buying your

iPhone.

29

4.3 My iPhone model is 30

4.4 I have bought my iPhone 31

4.5 My iPhone is 32

4.6 The cost of my iPhone is 33

4.7 The Color of my iPhone 34

4.8 I have fought with my parents to buy iPhone 35

4.9 .I give more importance to the case/cover of my

iPhone

36

4.10 Even if I have to buy another phone I will still

buy an iPhone.

37

4.11 The cost of iPhone is high but still people buy it


38

4.12 I feel proud when I have my iPhone in my

hand.

39

4.13 I feel that my prestige is boosted when I am

using my iPhone.

40

`

4.14 I give importance to the gadgets associated with

iPhone and which are also the same brand.

41

4.15 The design of iPhone is very attractive 42

4.16 The features provided by the iPhone cannot be

matched by any other company

43

4.17 People easily recognize the phone I have is

iPhone by its ringtone.

44

4.18 IPhone have long life. 45

4.19 When I use iPhone I want people to see its

logo.

46

4.20 I phones are very costly but still I buy it

because I get the value from using it.

47

4.21 The processing speed of iPhone is very fast. 48

4.22 If I buy another phone next time I will prefer an

iPhone.

49

4.23 I love my iPhone. 50

4.24 I suggest others to buy an iPhone 51

4.25 iPhone's are very secure. 52

4.26 The technology used in iPhone's is very

advanced.

53

4.27 iPhone's have a great brand image. 54

4.28 The service provided by the iPhone service

centers is worthy.

55

4.29 Apple iPhone's are a trustable brand. 56

`

4.30 I boast about my iPhone to others. 57

4.31 Whenever I get time I talk exaggeratedly about

my iPhone.

58

4.32 . I always have points to defend iPhone's when

I talk or argue with others on phones.

59

4.33 Battery quality/life 60

4.34 Camera quality 61

4.35 Security 62

4.36 Brand image/name 63

4.37 Design 64

4.38 Sound quality 66

4.39 Processor/speed. 67

`

CHAPTER 1

INDRODUCTION

`

1

1.1 INTRODUCTION

Marketing is the study and management of exchange relationships.

Marketing refers to activities a company undertakes to promote the buying or

selling of a product or service. Marketing includes advertising, selling, and

delivering products to consumers or other businesses. Some marketing is done by

affiliates on behalf of a company. Marketing is one of the important component of

the business management and commerce. Marketing is the process of interesting

potential customers and clients in your products and/or services. The four P’s of

marketing are product, price, place, promotion. The first ‘p’ product is the most

important element of marketing. A product can be either tangible or intangible

service that fulfils a need of consumers. First up on we detail understand the

product and identify the unique feature and it should be established in the minds of

the customers. And we can make pricing decisions on it. Demand and supply and

marketing strategies are based on the pricing determination.

Promotional activities are helpful to easily identify the product and get

information from the advertisement and differentiate each product and service.

Promotional activities include advertisement, social media marketing and public

relations. Brand popularity helpful for the maximum return on investment. Place

or physical distribution deals with the transfer of ownership of the product from

the manufacturer to the customer. The margin of your profit depends on how

quickly you can turn over the goods. At the point of sale, we satisfy the customer

needs increase the brand loyalty.

`

2

Branding is the process of creating a unique name in the minds of consumes.

Branding attract the loyal customers. A brand is a name, term, design, symbol or

any other feature that identifies one seller’s goods or service as distinct from those

of other sellers. A cult brand refers to a product or service that has a relatively

small but loyal customer base that verges on fanaticism. Brands with a cult

following have achieved a unique connection with customers, and are able to

create a consumer culture that people want to be a part of. For devout followers of

a cult brand, their relationship with the brand is a mixture of both love and

madness. The followers on the brand also try to boost their prestige in the society

being a part of it. The brand symbolizes a specific lifestyle and becomes more of

an identity. A cult brand, unlike regular brands, has customers who feel a sense of

ownership or vested interest in the brand’s popularity and success.

1.2 STATEMENT OF THE PROBLEM

In this competitive market brand image and brand loyalty having greater

importance and customers are now more focused on the branded product and the

quality of that product. It is noticed that youngsters are more focused on the

branded products, and becomes a part of their status and prestige. They are highly

loyal to the brands and kind of affection and love towards such brands. Cult means

any type of love, affection and madness towards certain brands. Cult brands are

the brands always give preference in the mind of customers. Cult brand is

something small in size, but devoted fan base towards particular brand or product.

The study is about the cult branding on iPhones among the students of Christ

College, Irinjalakuda.

1.3 SCOPE OF THE STUDY

It is a branded era. And all of them are mostly focused on the social status and

prestige. The usage of such cult brands give them in an identity in the society. The

study is about the cult branding of iphones. Through this study analyze that the

`

3

importance of cult brand in the modern society, and the level of satisfaction and

dedication to the brand iphone. The study is confined to the students of students of

Christ College, irinjalakuda.

1.4 SIGNIFICANCE OF THE STUDY

In this current competitive market some products have brand loyalty and

madly love with theses brands. This study is conducted to study the factors that

lead to prefer a particular brand iphones. This study intent to know the level of

satisfaction from the use of iphones.

1.5 OBJECTIVES

1.5.1 To understand the factors that influence consumers to being cult on the brand

iPhones.

1.5.2 To examine the features influencing customers to prefer iPhones.

1.5.3 To analyze the level of satisfaction of consumers from using the iPhones.

1.6 HYPOTHESES

1.6.1 H1: There is an association between cult branding and level of satisfaction

among iPhone users.

1.6.2 H1: The preferences of iPhone users are Heterogeneous.

1.7 RESEARCH METHODOLOGY

1.7.1Data Collection

Primary data were collected from the respondents through systematically

prepared questionnaire in Google form then electronically summarized the

results through SPSS.

`

4

1.7.2 Research Design

This study is descriptive in nature. It includes surveys and fact finding enquiries

ofdifferent kind. The major purpose of this study is to analyze the customer

satisfaction among users of iphone as a cult brand.

1.8 SAMPLE DESIGN

It was very difficult to conduct a study from the entire population from Christ

collegeIrinjalakuda. So representative samples are drawn from the purpose of

study.

1.8.1 sample population

Population for the study is the students of the Christ college, irinjalakuda.

1.8.2 Sample Frame

Student’s whatsapp group is taken to be the sample frame for collection of Data

1.8.3 Sampling Technique

Sample technique used in the study is snowball method.

1.8.4 Sample Size

Here 126 respondents were filled the Google form during the period of data

collection. Hence the researcher constitutes the size to 126.

1.9 TOOLS USED FOR ANALYSIS

Appropriate statistical tools were used for data analysis. Man Whitney u

test and Leven’s‘t’ test is used for data analysis.

1.10 LIMITATION OF THE STUDY

`

5

1.10.1 The research study was conducted within a limited duration of time. So a

detailed and comprehensive study could not be made.

1.10.2 The research is based on the responses collected through questionnaire,

so respondents may not be accurate.

1.10.3 This study is concentrated on a limited sample size of 126.

1.11 CHAPTERIZATION

1.11.1 Chapter 1- Introduction.

1.11.2 Chapter 2- Review of literature

1.11.3 Chapter 3- Theoretical frame work

1.11.4 Chapter 4- Data analysis and interpretation.

1.11.5 Chapter 5- Findings, Suggestions& Conclusions.

`

6

CHAPTER 2

REVIW OF LITERATURE

`

6

2.1 REVIEW OF LITERATURE

2.1.1. Ha Thu Nguyen , Hoang Nguyen , NhanDuc Nguyen and Anh Chi Phan

( 11 April 2018)studied on the topic “Determinants of Customer

Satisfaction and Loyalty in Vietnamese Life-Insurance Setting” and found

that To be sustainable, service providers must satisfy consumers’ needs

byemphasizingthe enhancement of customer relations, image, quality, and

added value. This study applies statistical techniques to analyze the

customer perception of image, service, price, and perceived value in

Vietnamese life-insurance services. The results indicate that customer

satisfaction and customer loyalty are significantly influenced by corporate

image, service quality and perceived value. Findings of study

suggest that Vietnamese life-insurance companies should focus on

enhancing service quality and corporate image in order to satisfy

customers and maintain customer loyalty, thereby helping companies

to develop sustainably. The empirical evidence provided by this study

will be useful for future research investigating the critical factors for

achieving satisfaction and loyalty in sustainable services in developing

countries.

2.1.2. Lee, Clement JianBeng and Lam, JeenMun and Ng, SutKian and Ooi,

ShiYing and Tai, Yu Shiuan (2019) have studied on the topic “ impact of

branding towards cosmetic products: a comparison study between

generation and generation z “ The impact of branding towards consumer

behaviour. This research aim to examine the relationship between

brand loyalty, brand awareness, brand credibility, brand congruence and

brand image which have a significance over the dependant

variable which is consumer behavior. The finding of this research will

be able to prove that branding of cosmetic products may or May 3,

2021not have an impact on consumer behaviors. Based on the results, it

`

7

may prove that independent variables used has significantconnection

with consumer behavior. Branding helps for getting attraction from the

customers, and being cosmetic products consumers are more loyal to

their products because of its importance.Beauty and products have wider

importance in the current era. In our modern society, many

cosmetic brand focus on branding in order to grab more audience.

Brand owners should invest more towards their branding based

on the variables above. This research may help advertisers to understand

more about their audience.

2.1.3. Ibrahim alanwas&shadialtarifi(2015) have studied on the topic

“Exploring the role of brand identification and brand love in generating

higher levels of brand loyalty”. For this study he set up certain

objectives and he tested that with the sample population. The aim of

this study is to develop a model that integrates brand identity, brand-life

congruence, customer hotel brandidentification (CHBI), and brand

love into one model and to test its predictive power in explaining brand

loyalty. The survey data were gathered from (432) guests who were

staying in seven well-knownhotels located in Jordan. Data were analyzed

using a structural equation modeling SmartPLS2.0. Data will be

analyzed through several stages. Four key findings emerged from the

current research. First, compared to brand identity, brand-lifestyle

congruency appears to have a stronger and more significant

relationship with CHBI. Second, CHBI contributes only to the

development of brand love. Third, CHBI appears to influence brand

loyalty only indirectly via brand love. Fourth, the current research provides

an empirical support on the applicability of Sternberg’s love theory in

the hotel industry.This research adds to the body of knowledge on

hotel brand loyalty through examining its relationship with four key

`

8

constructs, whose effect either had been examined in isolation or had never

been examined. It tests for the first time how brand identity and

brand lifestyle congruence contribute to the development of CHBI,

which in turn, engenders powerful emotional experience with hotel

brands and cultivates affection and passion to that brand. Those heavy

emotional feelings in turprovide an important basis upon which hotel

brand loyalty is established.

2.1.4. Abdullah alhaddad(2005) have studied the topic “ a structural model of the

relationships between brand image, brand trust and brand loyalty”: for that

he set up objectives that brand image and brand loyalty have positive

effect. And another objective is, factors that affect brand trust. Brand

image, brand trust and brand loyalty are most important marketing

concepts which hasbeendiscussed by both academicians and practitioners

over the past decade. The Main purpose of this study is to discuss the

importance of the relationships betweenthe brand image ,brand trust and

brand loyalty. From the above conducted study he constructs a model.

The conceptual modelillustrates the impact of brand image and brand

trust on brand loyalty, and the effects of brand image on brand trust

.In order to accomplish the objectives proposed , a model reflecting the

effect of the relationships between the three concepts ,the model is tested

by structural equations and the sample is 286 students from the higher

institute of business administration (HIBA) ,the finding show that brand

image has a positive effect on brand trust and both brand image and brand

trust have a positive effect on brand loyalty .The study provides brand

managers a holistic model to enhance the brand loyalty. Therefore, the

research finding can be used by Mobile company in enhancing

brand image, brand trust and brand loyalty.

`

9

2.1.5. Pawankumar (2019) studied on the topic “Brand loyalty among consumers

for toiletries products”. The study is focused on the satisfaction level from

the users of the product. Also find the factors that give importance to the

preference of the brand. The features provided by the brand to sustain its

users. The concluding point of the study is that brand loyalty is vital to every

organization and leads to its success. In order to succeed in today’s

competitive business world, companies should do their utmost to create

brand loyalty among consumers. Brand loyalty is affected by many factors.

The study showed that salesmanship, packaging, brand name, product

attributes, promotion, and customer satisfaction are the main factors having

impact on brand loyalty of consumers for toiletries products. Marketers

should find it useful to understand how loyalty factors influence the

consumer buying behavior in the marketplace, which can help in segmenting

consumers and markets for their brands and marketing communication.

2.1.6.Jana, SudiptaKumar(2017) “Brand personality congruence and its effect

on brand loyalty an empirical study”. The present study contributes to

practical marketing management problems by highlighting a new

perspective on the key drivers of successful brand relationships. They

revealed that brand relationship quality has a positive and mediating role on

brand loyalty. Managers can derive precise codes of conduct from the

relational norm concept in order to tighten the relationship between the

brand and the customer. Satisfying the customer expectations with regard,

to relational norms will enhance the customer’s brand relationship quality

and in turn may prevent the consumers from switching and shifting to other

brands. Thus, enhancing consumer brand relationship worth provides

acompetitive advantage and results in profitable brand management.

2.1.7. Kuenzel&Halliday (2010) in their study “The chain of effects from

reputation and brand personality congruence to brand loyalty: The role of

`

10

brand identification” on car owners in Germany emphasized on importance

of brand identification and mentioned that brand personality congruence

and reputation affect brand identification, which in turn impacts on brand

loyalty. The study is mainly focused on the car owners attitude towards the

luxury products and the relationship and the loyalty that boost their prestige

from using these brands. The study says that brand loyalty is one and only

reason for the buying of such luxuries cars. It boost their status in the

society. Brands are the symbols for the identification of reputation the exist

in the society.

2.1.8. Nyffenegger et al. (2014) in their study on service brand quality revealed

two new dimensions, namely hot brand relationship quality and cold brand

relationship quality. The study also focused on the bond and emotion son

particular brand. For that he divided brand into hot brand relationship and

cold brand relationship. Hot brand relation is based on emotions and cold

brand is based on object relevant beliefs. The study revealed that hot brand

relationship quality, self-congruence has a positive effect on hot brand

relationship quality. From the study he states that relationship quality has a

significant positive effect on brand equity. He also mentioned that

consumers develop an emotional bond with the brand via social media

interactions and these interactions also have a positive relationship on brand

relationship quality.

2.1.9.Manjunatha.V. (Mar 2017) studied on the topic “Brand Building and

Business Promotion Strategies of Selected Automobile Companies: A

Study of Small Car Market in India” and found out that there is a high

awareness of the brand of different automobiles. The customers have

developed the sense of identifying the presence of the brands in the

automobile market. It is found that due to increased alternatives, options at

the similar price range the respondents are found to be not loyal to a single

`

11

brand of automobiles. Therefore the finding support that loyalty at its stake,

the customers can easily switch to the other brands. It is found that fuel

economy is a reason for the high focus to be associated with the brand.

2.1.10. Sophonsori and Poloyrat (2009) conducted a study” brand personality

measures, and brand loyalty” he done this study by using 262

undergraduate students of university of Thailand. From the study measure

that brand attractiveness measure and brand association measure. study

revealed that competence dimension of brand personality has more impact

on brand attractiveness and brand association, while the other four

dimensions- sincerity, excitement, sophistication and ruggedness has very

less impact. The authors concluded that, while conducting a brand

personality study, the focal brand personality dimensions needs to be

specified. This study provides enough evidence for the marketers to

consider brand association as an important factor, while discussing the

marketing strategy of a fast food restaurant brand.

2.1.11. Singh Gurvinder Pal(2014) he studied on the topic” Brand loyalty in

consumer goods a study of urban and rural Punjab” and also found that

Brand loyalty is the foremost tool for business success every company that

strives to achieve its targets in the market can do so only if it has loyal

customer. Customers who prefer the brand are its biggest assets. They make

a purchase from the brand time and again because they are emotionally

attached to it and as they find it to provide something of significant value to

them, given the fact that brand loyalty is so important to an organization’s

success and its dominance in the market in the long term, it is vital for

companies to spend time in retaining their existing customers. This enables

to reach out to more people but instead of using aggressive advertising

techniques, they are making use of the goodwill of existing customer. This

`

12

existing customer are more than people who make a repeat purchase, they

are the brand’s marketing tool and source of success in the market.

2.1.12.G. Mohammed Zeleen (2016) studied on the topic “Role of Dealers in

Brand Building” and found out that based primarily and solely on the

findings of the research the conclusions are what the researcher proposes,

they range from Sustaining the intensity of dealer involvement in the case

of brand equity drivers to moderately enhancing the intensity of dealer

involvement in the case of choosing brand elements, to enhancing the

intensity of distributor involvement with reference to all the concepts of the

research such as brand element choice criteria, designing holistic marketing

activities, leveraging secondary association, internal branding, principles,

brand communities. Brand building positively boost the brand and better

branding always attracted by the users.

2.1.13. Ahmad and Hashim (2011) in their research work titled “Customer’s

Brand Equity and Customer Loyalty: A Study on Hotel’s Conference

Market” tried to explored the relationship between the multi-dimensionality

of brand equity construct, satisfaction and loyalty in the conference market

segment within the hotel industry. Customer-based brand equity is a

valuable tool in brand positioning and evaluating its marketing strategy.

Necessary feedback can be obtained from consumers for this evaluation

will aid in: identifying service or product related problems; identifying

advertising/positioning problems; and also providing feedback to the

employees on where improvements need to be made. Customer-based

brand equity scale gives managers a structured approach for formulating

their branding strategies.

2.1.14.Bloemer and Kasper (2015) studied the” relationship between consumer

satisfaction and brand loyalty”. More specifically the moderator effect of

`

13

elaboration upon the relationship between two different types of consumer

satisfaction and true brand loyalty is investigated. First, in defining brand

loyalty, they made a distinction is made between repeat purchasing

behavior and brand loyalty. Next, true brand loyalty is distinguished from

spurious brand loyalty. last, two types of consumer satisfaction are

distinguished based on the amount of elaboration upon the evaluation of the

brand choice: manifest satisfaction and latent satisfaction. On the basis of

these study made and found that customer satisfaction and brand loyalty is

positively interrelated. First we build a strong bond along with the customer

they always loyal to the services or brands.

2.1.15. Srinivasan (2007)studied on the topic of” satisfaction level of loyal

customers, category. From the study he says that these are two main

categories of loyal customers”. The first category is of loyal customers.

Within the loyal category there are satisfied and unsatisfied customers. The

satisfaction is not an essential requirement for loyalty, so satisfied

customers do not have to be loyal but there is a correlation between the

satisfied customers and loyal customers. Sometimes unsatisfied customers

are also loyal due to attachment and commitment with the supplier. And

satisfied customers, if lack the trust commitment and attachment with the

suppliers products and services will always deflect once they find a

competitor with better quality of products and services. This type of loyalty

is sometimes called False Loyalty in whish unsatisfied customers remain

loyal to their suppliers. The reason for this false loyalty is the factors due to

which the customer feels hurdles and obstacles in his/her way, which stops

him her from switching or choosing another supplier. These hurdles are

called switching costs.

2.1.16. Arvind Kumar (Dec 2017) studied on the topic “Impact of Brand Equity

on Customer Relationship Management: A Study of Public Relations

`

14

Industry in National Capital Region” and found out that majority of

respondents across categories feel that public relations industry has the

unique skills to foster good corporate reputation by developing positive

relationship with various public constituencies and in thus an effective

customer relationship management (CRM) tool. In today’s cut throat

competition competitive business environment , marketers have realized

that relying solely on advertising is myopic and they need to manage and

nurture positive public perception of corporate reputation and brand equity

through employment of public relations tools in today’s era of integrated

marketing communication (IMC) were different elements of marketing

communication.

2.1.17. Punniyamoorthy& Mohan Raj (2007) in the study attempts to develop

the empirical model for measuring brand loyalty in English newspapers by

developing a model using factor analysis, multi regression analysis and the

analytical hierarchy process. The study was carried out in three dominant

cities of India and 180 respondents were contacted through survey. The

focus of the study was the factors that influence brand loyalty. The study

also examined loyalty behaviour of customers, especially from an Indian

perspective and measures the brand loyalty score of three major English

newspapers. Author says that Indians are attracted towards English

newspapers only because of to polish status in the society. It is not at a need

but we satisfy for the self esteem needs.

2.1.18.Smisha .K. (Feb 2017) studied on the topic “Influence of Brand Equity on

the Purchase Intention towards Domestic and Foreign Brands of

Cosmetics” and found out that factors influencing purchase intention

towards domestic and foreign brands are different. The organic ingredient is

the most influencing factors of purchase intension in the case of the

domestic brand. But it is Brand in the case of a foreign brand. Brand

`

15

awareness is also different in the case of both foreign and domestic brand.

Female customers have more brand awareness in both domestic and foreign

brand. Users of cosmetic products are female oriented. Strongly influence

the brand loyalty to the purchase intention.

2.1.19. Yee and Sidek (2008) in their research investigated how the respondents

are influenced by factors of brand loyalty towards sportswear brands. The

seven factors of brand loyalty are brand name, product quality, price, style,

promotion, service quality and store environment. Brand name has shown

strong correlation with brand loyalty. In order to increase customer

satisfaction and drive them to be brand loyalists, marketers are encouraged

to develop aggressive marketing programs. Descriptive analysis, one-way

ANOVA and Pearson Correlation were used in this study. The research

results showed that there is positive and significant relationship between

factors of brand loyalty (brand name, product quality, price, style,

promotion, service quality and store environment) with sportswear brand

loyalty.

2.1.20. Kressmann et al. (2006) in their study “Direct and indirect effects of self-

image congruence on brand loyalty” present a model which posits that self-

image congruence positively affects brand loyalty directly and indirectly

through functional congruity, product involvement, and brand relationship

quality. The model was tested using cars as the product stimulus in a survey

of 600 car owners. Automobiles were chosen because cars are high in

conspicuousness and are used across a variety of situations. The model was

mostly supported by the data. First, the results document the paramount

importance of self-congruity in predicting brand loyalty. Second, the study

integrated the emerging construct of brand relationship quality into self-

congruity theory. Third, in regards to the hypothesized effect of self-

`

16

congruity on functional congruity, the data were supportive. Managerial

implications are also discussed in this study. .

2.1.21. Akhter, Waheed et al. (2011) in their study titled, “Factors affecting

customer loyalty in Pakistan” tried to identify key factors which influence

customer loyalty around the globe in general and in Pakistan in particular.

This study investigated the correlation between the factors and customer

loyalty through hypotheses testing. The study reveals a positive relationship

among customer satisfaction, customer relationship, image of the product,

trustworthiness and customer loyalty. This study concludes that long-term

success and sustainable reputation of an organization depends on customer

loyalty. The study recommends that the ‘customer is always right’ is a

golden principle to achieve customer loyalty.

2.1.22.Tolba (2011) in his study, “The Impact of Distribution Intensity on Brand

Preference and Brand Loyalty”, presented a model that links distribution

intensity with brand preference and loyalty, and empirically tests it on the

fuel industry in Egypt. Brand equity constructs identified include

awareness, associations, perceived quality, and loyalty, among others.

Further, brand performance has been operational zed in terms of market

share, ability to charge price premium, and distribution coverage. While

most studies focused on consumer-based constructs, few researchers tested

the effect of distribution intensity on brand performance. In-depth

interviews with industry experts were conducted to validate research

hypotheses. Then, online surveys were distributed to test model

relationships on four leading brands. The study revealed that affect,

satisfaction, perceived quality, as well as distribution intensity significantly

affected brand preference; which in turn was the key driver to brand

loyalty. It is recommended that firms consider the role of distribution while

developing marketing strategies and brand-building activities.

`

17

2.1.22.S. Muthukumar(2017) studied on the topic” Brand Equity and Customer

Retention: A Study with reference to Branded Readymade Garments” and

found out that respondents in all cities accept that attractive price,

durability, design and colours are the major reasons behind the choice of

branded readymade garments. The study focused on the factors that

influence the respondents to branded readymade garments. Factors are there

like discount, offers, seconds and clearance sales. It also found that brand

loyalty, brand association, brand awareness, perceived quality determine

the branded readymade garments.

2.1.23.LeenaJenefa (2015) studied on the topic “An Empirical Study on

Customer Delight in Garments Retail Chain in Chennai” and found out that

youngsters are more in usage and customers primarily preference to shop

at discount store. Customers’ income levels determine their store selection

decisions. It was learn from the study Birthday’s and wedding season

perceived high level of influence. There exists close association between

retail outlet selection and online shopping. Majority of sample customers’

have feels that they find major brands under one roof in the retail chain

garments.

2.1.24.Manjunatha.V. (Mar 2017) studied on the topic “Brand Building and

Business Promotion Strategies of Selected Automobile Companies: A

Study of Small Car Market in India” and found out that there is a high

awareness of the brand of different automobiles. The customers have

developed the sense of identifying the presence of the brands in the

automobile market. It is found that due to increased alternatives, options at

the similar price range the respondents are found to be not loyal to a single

brand of automobiles. Therefore the finding support that loyalty at its stake,

the customers can easily switch to the other brands. It is found that fuel

economy is a reason for the high focus to be associated with the brand.

`

18

2.1.25. .HimanshuVasantVaidya (May 2016) studied on the topic” Brand Equity

Measurement: Evolving A Comprehensive Consumer Centric Model” and

found out that taste, price, availability, brand campaign constituents, brand

aesthetics, chief brand associations and brand loyalty are the main factors

which influence brand preference. Brand loyalty is influenced by two main

factors they are brand personality and self-image- brand image congruence.

2.1.26. HimanshuVasantVaidya (May 2016) studied on the topic” Brand Equity

Measurement: Evolving A Comprehensive Consumer Centric Model” and

found out that taste, price, availability, brand campaign constituents, brand

aesthetics, chief brand associations and brand loyalty are the main factors

which influence brand preference. Brand loyalty is influenced by two main

factors they are brand personality and self-image- brand image congruence.

2.1.27. .AnkitaBakre (Jan 2014) studied on the topic “Brand Experience and its

Implications on Brand Equity: A Study of Luxury Brands” and found out

that intellectual experiences do not impact brand resonance, which explains

that luxury brands are bought primarily for their emotional or social value

and image evoked rather than the utility value hence cannot be rationalised

on the basis of cost versus the functional benefits derived by the consumers

and do not trigger any intellectual experiences in the minds of consumers.

Building brand salience through various marketing activities, creating a

positive meaning and response in consumers and creating resonating

relationships between brands and consumers are step wise processes of

consumer-brand interaction and contribute to building consumers’ brand

equity.

2.1.28. Knox and Walker (2001) in the empirical study “Measuring and managing

brand loyalty” such a measure was developed for grocery brands in which

both brand commitment and brand support were found to be necessary and

`

19

sufficient conditions for loyalty to exist. From the study, four consumer

purchasing styles were identified and characterized as 'loyals', 'habituals',

'variety seekers' and 'switchers'. The strategic implications of segmenting

grocery markets on this basis are discussed in both the context of the

marketing of brands and managing brand equity. Proper management of

brand and brand equity is beneficial to the growth of the product and brand.

`

20

CHAPTER 3

THEROTICAL FRAME WORK

`

20

3.1 THEORETICAL FRAMEWORK

Marketing refers to activities a company undertakes to promote the buying

or selling of a product or service. Marketing includes advertising, selling, and

delivering products to consumers or other businesses. Marketing means,

management of relationship at good manner and exchange of goods and services.

Some marketing is done by affiliates on behalf of a company. Marketing is one of

the important components of the business management and commerce. Marketing

is the process of interesting potential customers and clients in your products and/or

services. Marketing as a discipline involves all the actions a company undertakes

to draw in customers and maintain relationships with them.

The term marketing, what is commonly known as attracting customers,

incorporates knowledge gained by studying the management of exchange

relationships and is the business process of identifying, anticipating and satisfying

customers' needs and wants. In 2017, The New York Times described it as "the

art of telling stories so enthralling that people lose track of their wallets".

Marketing is defined by the American Marketing Association (AMA) as "the

activity, set of institutions, and processes for creating, communicating, delivering,

and exchanging offerings that have value for customers, clients, partners, and

society at large". ‘Philip Kotler’ defined marketing as "Satisfying needs and wants

through an exchange process". In this context, marketing can be defined as "the

management process that seeks to maximize returns to shareholders by developing

relationships with valued customers and creating a competitive advantage". And a

decade later defines it as "a social and managerial process by which individuals

and groups obtain what they want and need through creating, offering and

exchanging products of value with others".

The process of marketing is that of bringing a product to market, which

includes these steps: broad market research; market targeting and market

segmentation; determining distribution, pricing and promotion strategies;

`

21

developing a communications strategy; budgeting; and strategizing regarding

long-term market development goals.

FUNCTIONS OF MARKETING

Marketing functions are the activities of buying, selling, transportation, storage,

standardization and grading, financing, risk bearing and circulating market

information. Marketing functions is more suitable to physical products. The

7main functions of marketing are:

1. Promotion.

2. Selling.

3. Product management.

4. Marketing information management.

5. Pricing.

6. Financing.

7. Distribution.

Promotion: from email and content marketing through social media and

advertising strategy, promotional campaigns build brand awareness and educate

audience spark and lead generation.

Selling: Selling is a transaction where a good or service is being exchanged for

money. It also refers to the process of persuading a person or organization to buy

something. Personalized communication, offering questions and offering

differentiation from competitors are the integral part of the selling.

Product management: to ensure that products consistently meet customer needs,

marketing teams, conduct competitor analysis and collect feedback from the

customers.

`

22

Marketing information management: marketing is fundamentally data driven

over the time. It is always seeks that the customer preference and information

accordance with the changes that occur in the environment.

Pricing: Price is the value that is put to a product or service and is the result of a

complex set of calculations, research and understanding and risk taking ability. A

pricing strategy takes into account segments, ability to pay, market conditions,

competitor actions, trade margins and input costs, amongst others.

Financing : Financing is the process of providing funds for business activities,

making purchases, or investing. Financial institutions, such as banks, are in the

business of providing capital to businesses, consumers, and investors to help them

achieve their goals.

Distribution : there are lots of distribution channels both physical and digital. The

channel should fit the brand and product. Distribution is the process of making a

product or service available for the consumer or business user who needs it. This

can be done directly by the producer or service provider, or using indirect channels

with distributors or intermediaries.

Marketing mix:

Marketing Mix, a term coined by Neil Borden, are the ingredients that combine to

capture and promote a brand or product’s unique selling points, those that

differentiate it from its competitors. Thus the differentiation is the core

competence of every brand or product. The ideas behind Borden’s model were

refined over the years until E. Jerome McCarthy reduced them to 4 elements called

“The Four Ps.”

• The 1st P: Product

Product refers to an item or items the business plans to offer to customers.

The product should seek to fulfill an absence in the market, or fulfill

`

23

consumer demand for a greater amount of a product already available.

Before they can prepare an appropriate campaign, marketers need to

understand what product is being sold, how it stands out from its

competitors, whether the product can also be paired with a secondary

product or product line, and whether there are substitute products in the

market.

• The 2nd P: Price

Price is the most important element in the marketing mix. Price is the

amount that consumer pay for the service or product. Price refers to how

much the company will sell the product for. When establishing a price,

companies must consider the unit cost price, marketing costs, and

distribution expenses. Companies must also consider the price of competing

products in the marketplace and whether their proposed price point is

sufficient to represent a reasonable alternative for consumers.

• The 3rd P: Place

Place refers to the distribution of the product. Key considerations include

whether the company will sell the product through a physical storefront,

online, or through both distribution channels. It satisfies both the needs of

the consumer and the seller. Availability is ensured through this marketing

mix.

• The 4th P: Promotion

Promotion, the fourth P, is the integrated marketing communications

campaign. Promotion includes a variety of activities such as advertising,

selling, sales promotions, public relations, direct marketing, sponsorship,

and guerrilla marketing. Promotion includes advertising, public relations,

and promotional strategy. This tie into the other three Ps of the marketing

mix as promoting a product shows consumers why they need it and should

pay a certain price for it. In addition, marketers tend to tie promotion and

placement elements together so they can reach their core audiences.

`

24

Promotion give information relating to the product and it is a medium that

reach in the minds of consumers. In this competitive market promotional

activities like advertisements, promotions having greater importance.

PRODUCT

A product is the item offered for sale. A product can be a service or an item.

Every product is made at a cost and each is sold at a price. The price that can be

charged depends on the market, the quality, the marketing and the segment that is

targeted. Each product has a useful life after which it needs replacement, and a life

cycle after which it has to be re-invented. In FMCG parlance, a brand can be

revamped, re-launched or extended to make it more relevant to the segment and

times, often keeping the product almost the same. A product is may be tangible or

intangible.

• A product needs to be communicated: Users and potential users must

know why they need to use it, what benefits they can derive from it, and

what it does difference it does to their lives. Advertising and 'brand

building' best do this.

• A product needs a name: a name that people remember and relate to. A

product with a name becomes a brand. It helps it stand out from the clutter

of products and names.

• A product should be adaptable: with trends, time and change in segments,

the product should lend itself to adaptation to make it more relevant and

maintain its revenue stream.

A product may be defined as a set of tangible, intangible and associate

attributes capable of being exchanged for a value with the ability to satisfy

consumers and business needs. It is anything that can be offered to a market to

satisfy the needs or wants of the customer. The products that are marketed include

physical goods, services, experiences, events, person, place, properties,

organization, information and ideas.

`

25

According to Philip Kotler, product may be defined as, “A product is

anything that can be offered to a market for attention, acquisition, use or

consumption. It includes physical objects, services, personalities, place,

organizations and ideas.”Philip Kotler states that there are five product levels that

can be identified and developed. In order to shape this abstract value, Philip Kotler

uses five product levels in which a product is located or seen from the perception

of the consumer. These 5 Product Levels indicate the value that consumers attach

to a product. The customer will only be satisfied when the specified value is

identical or higher than the expected value. They are

➢ Core Product

➢ Generic Product

➢ Expected Product

➢ Augmented Product

➢ Potential product

BRAND

A brand is an identifying symbol, mark, logo, name, word, and/or sentence

that companies use to distinguish their product from others. A combination of one

or more of those elements can be utilized to create a brand identity.An effective

brand strategy gives you a major edge in increasingly competitive markets.

The American Marketing Association (AMA) defines a brand as a

"name, term, sign, symbol or design, or a combination of them intended to identify

the goods and services of one seller or group of sellers and to differentiate them

from those of other sellers.

“Branding is endowing products and services with the power of a brand”

(Kotler& Keller, 2015) Branding is the process of giving a meaning to specific

organization, company, products or services by creating and shaping a brand in

consumers' minds. Branding is a process. It gives identity to the product and a

characterization in the market.

`

26

CULT

A cult is a group of people who have a religion or set of beliefs. Cult means

a system of ritual practices. It is a group of people defined by a ‘religious’

devotion to something-often a self appointed leader. Most people view cult a

strange and frightening, mostly cults have some strange things like murders and

mass suicides. Cult is described something or someone with a small devoted fan

base. John waters movies are cult favorites; it is adored by a select group of film

lovers but not by public at large.

CULT BRAND

A cult brand refers to a product or service that has a relatively small but

loyal customer base that verges on fanaticism. Brands with a cult following

have achieved a unique connection with customers, and are able to create a

consumer culture that people want to be a part of. Examples of modern cult

brands include the Mini Cooper, Harley-Davidson, Vespa, Zappos and Royal

Enfield. For devout followers of a cult brand, their relationship with the brand is

a mixture of both love and madness. The brand symbolizes a specific lifestyle

and becomes more of an identity.

To cult brand buyers, buying a product enables them to fit in with a certain

group, or culturally as a whole. Cult brands tend to succeed in creating a

community based on common habits, choices or affinities. A brand can be

defined as a cult brand if the following factors are present: A superior level of

customer loyalty is achieved. Brand loyalists perceive no true competitors to the

brand as there are no substitutes for the "true" brand. Customers receive a sense

of ownership with the brand. A cult brand refers to a product or service that has

a loyal customer base that approaches fanaticism. A cult brand, unlike regular

`

27

brands, has customers who feel a sense of ownership or vested interest in the

brand's popularity and success. Cult brand is something small, devoted fan base.

A Cult brand is a symbol-intensive brand usually tied to a single customer

segment or a specific product category. Cult brands deliver a sense of belonging

between people who share the same culture and passions. Harley Davidson is a

typical example of cult brand, because they effectively express open roads

culture, free spirit mythology and connotations of hells angels’ machismo.

‘Benign cults’, the cult brand fall into the category of benign which can be

defined as a following where members are truly attached or devoted to the

product. They are not destructive and are welcoming of new members.

A brand can be defined as a cult brand if the following factors are present:

• A superior level of customer loyalty is present.

• Customers receive a sense of ownership.

• Loyalty is sustained overtime.

• Brand loyalties perceive no true as there are no substitutes for the “true”

brand.

• Customers receive more than product, they experience a lifestyle.

`

28

CHAPTER 4

DATA ANLYSIS AND INTERPRETATION

`

28

DATA ANALYSIS AND INTERPRETATION

4.1. Descriptive statistical analysis

Table 4.1

Classification on the basis of gender

Particulars number percentage

Male 71 56.3

Female 55 43.7

total 126 100

Source: primary data

Table no.4.1 reveals the classification on the basis of gender. Among the

126 samples 56% male and 44% female.

Figure 4.1

56%

44%

Male Female

`

29

Table 4.2

How many years have been after buying your iPhone.

particulars number percentage

<1 yrs 66 52

2-4yrs 50 40

5-7yrs 8 6

>8yrs 2 2

total 126 100


Table no.4.2 reveals that 52% of respondents are using phones<1 yrs and 40

percentage of use 2-4 years. 6% of respondents are using their iphone more than 4

years.

Figure no.4.2

<1 yrs

2-4yrs

5-7yrs

>8yrs

`

30

Table no 4.3

My iPhone model is

particulars number percentage

iPhone 12 Pro max 9 7.1

iPhone 12 pro 3 2.4

iphone 11 pro 23 18.3

iphone XS 22 17.5

iphone 7 28 22.2

Others 41 32.5

total 126 100


Table 4.3 reveals that among the 126 respondents 32% of having other models.

22% having iphone 7 and 17% having iphone XS.18% having iphone 11 pro.

Figure no.4.3

iPhone 12 Pro max

iPhone 12 pro

iphone 11 pro

iphone XS

iphone 7

Others

`

31

Table no. 4.4

I have bought my iPhone

particulars number Percentage

My pocket money 10 7.9

My parents bought for

me

72 57.1

I got it as prize 22 17.5

I earned and bought it

for myself

22 17.5

Total 126 100


Table no.4.4 shows that 57% of iPhone holders their phone was bought by their

parents. And 17% of either got as a gift or earned and bought herself.

Figure no.4.4

My pocket money

My parents bought for me

I got it as prize

I earned and bought it formyself

`

32

Table no.4.5

My iPhone is

particular number percentage

New one 106 84

Second hand one 20 16

Total 126 100


From the above chart and table it is clear that 84% of respondents hold a new

iphone and only 16% have second hand phone.

Figure no.4.5

`

33

Table no.4.6

The cost of my iPhone is

particulars number Percentage

Less than 30000 26 21

30000-50000 48 38

50000-70000 22 18

70000-100000 21 16

Above 100000 9 7

Total 126 100


The above table no.4.6 and chart shows that 38% of respondents have iphone

costing 30000-50000. And 17% of respondents have at cost of more than 50000-

70000. Few of 7% of having above 100000.

Figure no.4.6

11%3%

27%

26%

33%

iPhone 12 Pro max iPhone 12 proiphone 11 pro iphone XSiphone 7

`

34

Table No.4.7

The Color of my iPhone

Particulars Number Percentage

White 24 19

Black 38 30

Red 18 14

Silver 18 14

Gold 22 17

Others 6 6

Total 126 100


From the above chart and table it is found that most preferred color is black.

30% of respondents having black color.14% having silver and red color.19% of

respondents having white color.

Figure No.4.7

White

Black

Red

Silver

Gold

Others

`

35

Table no.4.8

I have fought with my parents to buy iPhone

Particular Number Percentage

Strongly Agree 7 5

Agree 80 64

No arguments 3 2

Disagree 11 9

Strongly disagree 25 20

Total 126 100


From the above table and chart it is clear that 64% of students have fought with

their parents to buy an iphone. 5% strongly agree that they fought to their parents

to buy an iphone. Because they are truly dedicated to that brand.

Figure No.4.8

Strongly Agree

Agree

No arguments

Disagree

Strongly disagree

`

36

Table no.4.9

I give more importance to the case/cover of my iPhone


Strongly agree 19 15

Agree 39 31

No answer 49 39

Disagree 10 8


Total 126 100


From the table and graph it shows that 39% of respondents having no answer. And

the users not much giving case to the iphone, because they wanted to showcase in

the public. 31% agree that they give importance to the case or cover of their

phone.

Figure No.4.9

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

37

Table No.4.10

Even if I have to buy another phone I will still buy an iPhone.



Agree 61 49

No answer 18 14

Disagree 6 5


Total 126 100


From the table shows that respondents are say that if buy another phone, still buy

an iphone. 48% of respondents are agreeing to this opinion. 28% are strongly

agree to the opinion. Because of its brand power.

Figure no.4.10

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

38

Table no.4.11

The cost of iPhone is high but still people buy it because of its brand image

and status.



Agree 69 56

No answer 14 11

Disagree 5 3


Total 126 100


From the above table and chart, 56% respondents agree that the brand image and

status of iphones. 28% respondents strongly agree that cost of iphone is high still it

buy because of its brand image in the society.

Figure No.4.11

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

39

Table no.4.12

I feel proud when I have my iPhone in my hand.



Agree 66 53

No answer 15 12

Disagree 10 8


Total 126 100


From the graph and table it understood that 52% of agree that they feel proud

when using iphones. 26% strongly agree that they feel proud. Majority of the users

are proud of using iphones.

Figure No.4.12

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

40

Table no.4.13

I feel that my prestige is boosted when I am using my iPhone.



Agree 75 60

No answer 12 10

Disagree 12 9


Total 126 100


From the table shows that 60% of respondents are agree that their prestige is

boosted while using iphones. 17% of people strongly agree to this statement.

Figure No.4.13

17%

60%

9%

9%5%

Prestige boosted

Strongly agree Agree No answer Disagree Strongly disagree

`

41

Table no.4.14

I give importance to the gadgets associated with iPhone and which are also

the same brand.

Particular number Percentage


Agree 62 49

No answer 30 24

Disagree 8 6


Total 126 100


From the table and graph shows that 49% of respondents agree that they give

importance to the gadgets also the same brand. And 16% of are strongly agree and

24%having no answer.

Figure no.4.14

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

42

Table no.4.15

The design of iPhone is very attractive.



Agree 75 60

No answer 5 4

Disagree 4 3


Total 126 100


From the above graph and table it says that 91% of respondents agree that design

of iphone is very attractive. 31% is strongly agree to the statement.

Figure No.4.15

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

43

Table no.4.16

The features provided by the iPhone cannot be matched by any other

company.



Agree 70 56

No answer 7 6

Disagree 8 6


Total 126 100


From the table shows that 86% of agree that the features provided by iphones

cannot be matched by any other company.

Figure No.4.16

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

44

Table no.4.17

People easily recognize the phone I have is iPhone by its ringtone.



Agree 64 52

No answer 20 15

Disagree 6 4


Total 126 100


From the above table it state that 51% of people agree that easily recognized

through by its ringtones. 24% of respondents strongly agree to this opinion

Figure no.4.17

24%

51%

16%

4%

5%

Recognition by ringtone


`

45

Table no.4.18

IPhone have long life.



Agree 63 50

No answer 15 12

Disagree 4 3


Total 126 100

Source: primary source

Table no.4.18 revealed that from the table and graph 50% of people agree that it

has long life. 32% of strongly agree that having long life.

Figure No.4.18

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

46

Table no.4.19

When I use iPhone I want people to see its logo.



Agree 69 55

No answer 13 10

Disagree 9 7


Total 126 100


From the table shows that 75% of people who want to see their logo, and agree

to the statement. Respondents have wished to showcase it in the public.

Figure No.4.19

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

47

Table no.4.20

I phones are very costly but still I buy it because I get the value from using

it.



Agree 75 60

No answer 10 8

Disagree 4 3


Total 126 100


From the above graph and table shows that 59% of agree that it has given from

the value from it. it is worth for its cost. 28%of people strongly agree that it is

worth for the payment.

Figure No. 4.20

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

48

Table no.4.21

The processing speed of iPhone is very fast.



Agree 68 54

No answer 12 10

Disagree 1 1


Total 126 100


The above data shows that 33%of respondents strongly agree that the processing

speed of iphone is very fast. 54% of says that agree to the statement.

Figure no.4.21

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

49

Table no.4.22

If I buy another phone next time I will prefer an iPhone.



Agree 61 48

No answer 15 12

Disagree 6 4


Total 126 100


From the above tableno.4.22 and chart it says that 48% of respondents agree that

if they buy another phone next time preferred for an iphone. 32% strongly agree

to the statement.

Figure No.4.22

8%

57%

18%

17%

0%

My pocket money My parents bought for me

I got it as prize I earned and bought it for myself

`

50

Table no.4.23

I love my iPhone.

Particulars Number percentage


Agree 44 35

No answer 5 4

Disagree 5 4


Total 126 100


From the data it is clear that 87% of respondents say that they love their iphones.

It is because of their affection and dedication towards the brand.

Figure No.4.23

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

51

Table no.4.24

I suggest others to buy an iPhone.



Agree 52 41

No answer 17 13

Disagree 6 4


Total 126 100


From the table and graph it shows that 41% agree to suggest iphone to others,

and 37% strongly agree that they suggest others to buy an iphone.

Figure No.4.24

37%

41%

13%

5%4%


`

52

Table no.4.25

iPhone's are very secure.



Agree 64 51

No answer 10 8

Disagree 2 1


Total 126 100


From the graph and tableno.4.25 understood that 37% of respondents strongly

agree that iphones are secure. 51% of respondents agree towards the security of

an iphone.

Figure No.4.25

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

53

Table no.4.26

The technology used in iPhone's is very advanced.



Agree 62 50

No answer 11 8

Disagree 4 3


Total 126 100


From the data given in the table and graph shows that 49% agree that the

technology used in iphone is advanced, and 37% of respondents strongly agree

that technology is advanced.

Figure No.4.26

37%

49%

9%

3% 2%

Chart Title

`

54

Table no.4.27

iPhone's have a great brand image.



Agree 59 47

No answer 8 6

Disagree 4 3


Total 126 100


From the above table and graph shows that 47%of respondents agree that iphone

have greater brand image. 42% strongly agree that iphones have greater band

image.

Figure No.4.27

42%

47%

6%

3% 2%


`

55

Table no.4.28

The service provided by the iPhone service centers is worthy.



Agree 65 52

No answer 17 14

Disagree 10 7


Total 126 100


From the data shown in the table and graph states that 52% of majority says that

after care services of brand is worth full. 25% are strongly agree to the statement.

Figure no.4.28

25%

52%

13%

8%

2%

Service centers


`

56

Table no.4.29

Apple iPhone's are a trustable brand.



Agree 62 50

No answer 9 7

Disagree 1 1


Total 126 100


From the table and graph 49% agree that iphone is a trustable brand and 41%

strongly agree to this it is a trustable brand.

Figure No.4.29

41%

49%

7%

1% 2%

Trustable brand


`

57

Table no.4.30

I boast about my iPhone to others.



Agree 64 51

No answer 19 15

Disagree 3 2


Total 126 100


From the table and graph understood that 51% of respondents is boost their

iphone. Because of the value from being using it. 29% are strongly agree that

they boost their iphone because of its quality and service.

Figure No.4.30

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

58

Table no.4.31

Whenever I get time I talk exaggeratedly about my iPhone.



Agree 49 39

No answer 37 30

Disagree 14 11


Total 126 100


From the data collected from the respondents it is found that 39% are agree that

they exaggeratedly talking about their phones. And 17% strongly agree to the

statement.

Figure No.4.31

Strongly agree

Agree

No answer

Disagree

Strongly disagree

`

59

Table no.4.32

I always have points to defend iPhone's when I talk or argue with others on

phones.



Agree 70 56

No answer 25 20

Disagree 7 5


Total 126 100

Source: primary source

From the data says that 53% of people aware and strongly agree that the

advantages of iphones, so the respondents have always points to defend the

points.

Figure No.4.32

Good

Fairly good

Very good

Excellent

Extra ordinary

`

60

Table no.4.33

Battery quality/life


Good 9 7

Fairly good 13 10

Very good 10 8

Excellent 10 8

Extra ordinary 29 23

Great 55 44

Total 126 100


From the above data 44% of respondents say that battery quality of iphone is

great. 23% of respondents say that extra ordinary. 8% of respondents are say that

excellent and very good.

Figure No.4.33

Good

Fairly good

Very good

Excellent

Extra ordinary

`

61

Table no.4.34

camera quality


Good 11 8

Fairly good 5 4

Very good 8 6

Excellent 8 6


Great 51 42

total 126 100

Source : primary data

From the above graph respondents says that 42% are opinion of great.34% says

camera quality is extra ordinary.

Figure No.4.34

Good

Fairly good

Very good

Excellent

Extra ordinary

Great

`

62

Table no.4.35

Security


Good 11 9

Fairly good 11 8

Very good 7 5

Excellent 9 7


Great 49 40

Total 126 100


From the above table and graph 40% of respondents say that security of iphone is

great. 31% of respondents says that it is extra ordinary. 7% are excellent. 5% of

respondents feel that very good.

Figure No.4.35

Good

Fairly good

Very good

Excellent

Extra ordinary

Great

`

63

Table no.4.36

Brand image/name


Good 12 9

Fairly good 0 0

Very good 14 11

Excellent 0 0


Great 69 55

Total 126 100


From above graph shows that 55% of respondents says that brand image of iphone

is great. 23% are says that brand image is extra ordinary. 11% of respondents are

very good. 9% having the opinion that good.

Figure No.4.36

Good

Fairly good

Very good

Excellent

Extra ordinary

Great

`

64

Table no.4.37

Design


Good 9 7

Fairly good 10 8

Very good 10 8

Excellent 13 10


Great 43 35

Total 126 100


Table no 4.37 and graph shows that 35% of respondents say that design of iphone

is great. 32% say that its design is extra ordinary. 10% are for excellent. 8% of

respondents equally voted for the design is very good and fairly good.

Figure No.4.37

Good

Fairly good

Very good

Excellent

Extra ordinary

Great

`

65

Table no.4.38

Sound quality


Good 12 9

Fairly good 7 6

Very good 6 5

Excellent 7 6


Great 52 41

Total 126 100


From the above table and graph shows that 41% of respondents says that sound

quality of iphone is great. 33% of respondents says that extra ordinary.

Figure No.4.38

Good

Fairly good

Very good

Excellent

Extra ordinary

Great

`

66

Table no.4.39

Processor / speed.


Good 10 7

Fairly good 10 8

Very good 6 5

Excellent 10 8


Great 53 42

Total 126 100


From the above table and graph shows that 42% of respondents says that speed of

iphone is great and the processing speed also extra ordinary by 32% of

respondents.

Figure No.4.39

Good

Fairly good

Very good

Excellent

Extra ordinary

Great

`

67

4.2INFERENTIAL STATISTICAL ANALYSIS

Inferential statistics are used to make inferences about the larger population

based on the sample. Inferential statistics deals with analyzing two or more

variables using the sample. There are different types of inferential statistics are

used. Type of inferential statistics is used depends on the type of variable used for

the study.

Man Whitney Test

Factors tested with the using man whitney test for the following hypothesis

H0: There is no association between cult branding and level of satisfaction among

iPhone users.

H1: There is an association between cult branding and level of satisfaction among

iPhone users.

Ranks

Gender N Mean Rank Sum of ranks

Total 1.0 71 59.46 4222.00

2.0 55 68.71 3779.00

Total 126

Man Whitney test

Test statistic

Total

Man whitney U 1666.000

Wilcoxon W 4222.000

Z -1.411

Asymp. Sig. (2-tailed) .158

Grouping variable: Gender

`

68

The man-whitney test used foranalysing the cult branding and the level of

satisafaction among the iphone users. The difference of variance is checked

through SPSS, the result of analysis shows variance is not significant in cult

branding and level of satisfaction from the usage. The p value is .158 are greater

than the significant level of .05. thus, the null hypothesis is accepted. There is no

association between the cult branding and level satisfaction among the iphone

users.

Two independent sample ttest

The factors tested with leven’s t test for the following hypothesis

H0: There is no preference in the iphone users.

H1: The preferences of iPhone users are Heterogeneous.

Levene’s test for the equality of variance.

Levene’sTtest for equality of variance

F Sig

.

t df Sig(2

tailed)

Decision

Preferenc

e among

the

iphone

users are

eterogene

ous

Equal

variance

assumed

c .1

28

-

.38

0

124 .705 Not

signific

ant

H0

accepted

Equal

variance

not

assumed

-

.389

123.45

8

.698 Not

signific

ant

H0

accepted

Source: SPSS out put

The table shows the levene’s test for the equality of variance among the

preference of iphone users. Then the equality of variance is checked through

SPSS, the result of analysis shows that the level is higher than significance level

.05 .thus the null hypothesis is accepted. It means preference have no difference.

`

69

CHAPTER 5

FINDINGS, SUGGESTIONSAND CONCLUSION

`

74

5.1 FINDINGS

1. Majority of the iphone users are Male.

2. Majority of the iphone users are use their iphone more than 2 years and

majority are in the category of 2-4 years.

3. Major models owned by other models and iphone 7 and iphone XS

4. Most of them have bought their iphone intentionally. Most of them are

fought with their parents to buy an iphone.

5. Majority of people hold a new iphone, only few of them hold a second hand

iphone.

6. Most of iphone holders own a phone which they have bought between2015-

2019.

7. Majority of the iphoneusers phone is costing above 50000. Few of them are

in the range of 50000-70000.

8. Black is the most preferred color among iphone users. Silver and red

having equal preference among the users.

9. Among the respondents majority have fought with their parents to buy

iphones.

10. Most of the respondents are not giving response to the statement. And few

of them are giving preference to the case/cover of their phones.

11. Majority of people have the opinion that even, if they buy another phone

they will prefer an iphone.

12. Most of them is agree that, the cost of iphone is high but still people buy it


13. Majority of respondents felt proud while using iphones.

14. Majority of people are the opinion that their prestige is boosted while using

iphones.

15. Majority of the respondents give importance to the gadgets associated also

the same brand.

`

75

16. Design of iphone is very attractive.

17. Most of them are agreed that the features provided by iphone is cannot

matched by any other company.

18. Majority of people recognize by its ringtone.

19. Most of them are agreed that iphones have long life.

20. Majority of them showcase their iphone in the public and they wish to see

the logo while using the iphone.

21. Among the respondents, majority are with the opinion that iphone is worth

for its value paid for that.

22. Most of them are agreed that the processing speed of iphone is very fast.

23. Most of them are preferred next time in an iphone.

24. Majority of the respondents love their iphones.

25. Most of them recommend others to buy iphone.

26. Most of them are opinion that iphone is very secure.

27. Technology used in iphone is advanced, it ensure security.

28. Majority have the opinion that iphone have greater brand image.

29. Most of the respondents are satisfied with the service provided by the

service centers.

30. Majority of the respondents are in the opinion that Apples iphone is a

trustable brand.

31. Most of the people boost their iphone to others.

32. Majority of the respondents are exaggeratedly talking about their iphone.

And they have always points to defend others by focusing its advantages

and services.

33. Majority of the respondents are highly satisfied with the battery life of the

iphone.

34. Most of the respondents are highly satisfied with the camera quality of

iphone.

35. Most of the iphone holders it became a part of their life.

`

76

36. Majority of them are highly satisfied with the security provided by the

iphone.

37. Most of them love the brand image and highly satisfied being a part of it.

38. Majority of them are highly satisfied to the sound quality of the iphone.

39. The processing speed of iphone is very fast.

`

77

5.2 SUGGESTIONS

• Iphone is a very good brand and people love the brand, but for normal

person it is very costly and it should be better if the company reduces its

cost.

• Most of the customers do not have adequate knowledge about the brand and

its features. Good awareness about the brand is required.

• Complexity in managing and using iOS is costly apps and no widget

support. It must be simplified by ensuring safety and security.

`

78

5.3 CONCLUSION

From the research study on the topic, ‘cult branding on iphones’ with special

reference to the students of Christ college, irinjalakuda. It is found that more than

a brand it is a part of their life and they are madly loved to the brand. They love

iphone and they feel proud and confidents while using iphone. They always wish

to showcase in the public and special belongings and madness towards the brand.

It is found that they also give importance to the gadgets are in the same brand. The

cost of iphone is very high, but still people buy it because of brand image and

status. Majority of are found happiness while using iphone. It is all because of the

dedication and affection towards the particular brand. More than a gadget it create

and boost their prestige and confident. It creates motivation. From the above facts

it is clear that iphone is not only a brand, it is a cult brand and it creates love and

madness towards it.

`

79

BIBILIOGRAPHY

`

74

BIBLIOGRAPHY

Books:

1. Marketing Management, CzinkotaKotabe, second edition- pg. no.39

2. Marketing Management, Philip Kotler and Kevin Lane Keller, 12th edition

pg. no.3, 254,255

3. Marketing Management, Philip Kotler, 15th edition pg. no.324, 334

Journals

1. Michael Draganska and Dipal Jain (2003) have studied on the topic

“Consumer Preference and Product Line Pricing Strategies: An Empirical

Analysis”.

2. Reshma Parma (2015) studied on the topic “A study of Customer Delight of

Mobile users in Western Mumbai with reference to Airtel and Vodafone”.

3. Prakash Kumar Sarangi (2006) studied on the topic “Customer Delight

Management: A Case Study on LIC “.

4. LeenaJenefa (2015) studied on the topic “An Empirical Study on Customer

Delight in Garments Retail Chain in Chennai”.

5. Mohit Parekh (Nov 2014) studied on the topic “Employee Branding: Impact

and Applicability in Service Sector with special reference to Gujarat”..

6. Sanjeev Kumar Panchal (2012) studied on the topic “Role of Branding and

Communication in Indian Pharmaceutical Industry”.

7. Manjunatha.V. (Mar 2017) studied on the topic “Brand Building and

Business Promotion Strategies of Selected Automobile Companies: A Study of

Small Car Market in India”.

8. A Praveen Kumar (Feb 2016) studied on the topic “Brand Resonance and

Interactive Marketing Communications with special reference to Two Wheeler

Segment” Annamalai University

9 .G. Mohammed Zeelan (2016) studied on the topic “Role of Dealers in Brand

Building”.

`

75

10. .AnkitaBakre (Jan 2014) studied on the topic “Brand Experience and its

Implications on Brand Equity: A Study of Luxury Brands” SVKM’s NMIMS

University

SITES

1. www.investopedia.com

2. www.bing.com

3. Shodhganga.inflibnet.ac.in

`

76

APPENDIX

`

77

QUESTIONNAIRE

CULT BRAND – iPhone

1. Name

2. Class Studying / Degree

3 Religion 1. Hindu 2. Muslim

3. Christian 4. Others _________

4 Caste 1. SC/ST

2. OBC

3. General 4. Others (specify

--------------------)

5 Gender Male Female

6 Age

7 Type of family Nuclear Joint

8 Parents Details Name Occupation

Dad’s

Mom’s

9 Annual income of the

family

1. How many years have been after buying your iPhone

a. <1 Yr b. 2 – 4 Yrs c. 5 – 7 Yrs d. > 8 Yrs

2. My iphone model is

(a)iPhone 12 promax

(b)iphone 12 pro

(c)iphone 11 pro

(d)iPhone XS

(e)iPhone 7

(f)others

`

3. I have bought my iPhone

a. My pocket money

b. My parents bought for me

c. I got it as a prize

d. I earned and bought it for myself

4. My iPhone is

a. New one

b. Second Hand one

5. The cost of my iPhone is

a. Less than 30000

b. 30000-50000

c. 50001-70000

d. 70001-100000

e. Above 100000

6. Th Color of my iPhone

a. White

b. Black

c. Green

d. Silver

e. Gold

f. Midnight green

Please tick the column that correspond with your level of agreement

(SD= Strongly Disagree, DA= Disagree, NA= No Arguments, A= Agree, SA=

Strongly Agree)

Sl.No STATEMENT SDA DA NA A SA

1 I have fought with my parents to buy iphone

2 I give more importance to the case/cover of my

iphone

3 Even if I have to buy another phone I will still buy

an iPhone

4 The cost of iphone is high but still people buy it

because of its brand image and status:

5 I feel proud when I have my iphone in my hand

I feel that my prestige is boosted when I am using

my iPhone

6 I give importance to the gadgets associated with

iphone and which are also the same brand

`

7 The design of iPhone is very attractive

8 The features provided by the iPhone can not be

matched by any other company.

9 People easily recognize the phone I have is iphone

by its ringtone

10 iPhones have long life

11 When I use iphone I want people to see its logo

12 I phones are very costly but still I buy it because I

get the value from using it

13 The processing speed of iPhone is very fast

14 If I buy another phone next time I will prefer an

iphone

15 I love my iphone

16 I suggest others to buy an iphone

17 iPhones are very secure

18 The technology used in iPhones are very advanced

19 iPhones have a great brand image

20 The service provided by the iPhone service centers

are worthy

21 Apple iPhones are a trustable brand

22 I boast about my iPhone to others

23 Whenever I get time I talk exaggeratedly about my

iPhone

24 I always have points to defend iPhones when I talk

or argue with others on phones

20. Place tick marks

(1-Good, 2-Fairly Good, 3- Very Good, 4-Excellent, 5-Extra Ordinary, 6-Great)

Sl.No iPhone’s Features 1 2 3 4 5 6

1 Battery Quality/Life

2 Camera Quality

3 Security

4 Brand Image/Name

5 Design

6 Sound quality

7 Processor/Speed

Questionnaire (Google form) Link

https://docs.google.com/forms/d/e/1FAIpQLSelb4FQ2OMClzTCyEQt7I9aesn92v6TIAh

OSeoy5YE--Nbg7Q/viewform?usp=sf_link

https://docs.google.com/forms/d/e/1FAIpQLSelb4FQ2OMClzTCyEQt7I9aesn92v6TIAhOSeoy5YE--Nbg7Q/viewform?usp=sf_link

https://docs.google.com/forms/d/e/1FAIpQLSelb4FQ2OMClzTCyEQt7I9aesn92v6TIAhOSeoy5YE--Nbg7Q/viewform?usp=sf_link

“CULT BRANDING ON I PHONES” Project report submitted to ...

Documents

Transcript of “CULT BRANDING ON I PHONES” Project report submitted to ...