PROJECT REPORT

(Submitted for the Degree of B.Com Honours in Accounting &

Finance under the University of Calcutta)

Branding- Consumer Perception about branded and similar non-branded

products.

Submitted by

Name of the Student -

Registration No –

Roll No. –

Name of the College –

Supervised

Name of the Supervisor:

Name of the College:

Month & Year of Submission: July, 2020

1
 ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude toward---------, for her

guidance and encouragement throughout the period of the project study. I am
indebted to her guidance, spirit and valuable suggestions.

I would like to thank everyone who has been a help directly or indirectly
leading to the successful completion of the study report.

CONTENTS
2
Chapters: Page No
1. INTRODUCTION:
 BACKGROUND. 5
 NEED OF STUDY. 6
 LITERATURE REVIEW. 7-8
 OBJECTIVE OF STUDY. 9
 RESEARCH METHODOLOGY. 10
 LIMITATIONS. 11
 CHAPTER PLANNING. 12

2. CONCEPTUAL FRAMEWORK:
 MEANING FOR BRANDING. 14-15
 REASONS OF BRANDING. 16
 BENEFITS. 17-18
 BUYING BEHAVIOUR. 19
 FUNCTIONS OF BRANDING EXPERT. 20

3. DATA ANALYSIS:
• SURVEY. 23-34
• OBSERVATIONS. 35

4. CONCLUSION AND RECOMMENDATIONS.

 CONCLUSION. 37
 RECOMMENDATION. 38

REFERENCE. 39

ANNEXURES. 40-43

3
 CHAPTER 1 :

INTRODUCTION

4
 BACKGROUND

Branding is a time honoured tool that has successfully been used by producers
and/or other supply chain members to increase consumer awareness, loyalty,
and, ultimately, willingness to pay for their product. The goal of such marketing
strategies is to convince consumers that the brand name is a substitute, or proxy,
for quality. The extent to which the brand is convincing in its effort is known as
the customer-based brand equity in the marketing literature and is formally
defined as the “differential effect of brand knowledge on consumer response to
the marketing of the brand.” Based on this definition, if consumers react more
favourably to the marketing mix of the brand, it is said to have positive brand
equity.

The project will focus on determining the consumer perception about the
branded and similar non-branded product. The project is aimed to quench the
thirst of marketing research which is necessary for today’s marketing trends as
now only competitive advantages is key to success as market is saturated with
brands. Thus, this research is needed to highlight and recognise this fact about
consumer perception regarding branded and similar non-branded product so that
marketing strategies can get benefit from this attribute of brand and non-
branded products.

Economic liberalization, globalization, changing demographics, emergence of

women power, and rising middle class have led to more disposable incomes in
both urban and rural India. Spending patterns have changed from being frugal
to indulgence. Discretionary incomes are going into television, two wheelers,
automobiles, cell phones, etc. Interestingly, while sale of branded products
have increased significantly, grey market continues to thrive. Unbranded PCs
are still found in affluent houses. Middle class consider the unbranded PC
makers as their friendly neighbourhood suppliers, who offer personalized
support services. Cell phones are enticing people to the grey market. While
people buy branded bath soaps, they do not mind buying local or unbranded
soap for washing utensils. The challenge before the manufacturers and
marketers is whether Indian consumers purchase products or brands.

5
 NEED OF THE STUDY

In today’s tough competitive world everything can be easily done by means of

computers. Nowadays, this powerful tool can be properly utilized by the
students. The future digital world is in the hands of the student community.

The changing demography, socio-economic shifts and upwardly mobile

younger generation with shifts in older generation attitude and thinking and
behaviour as well signifies the importance of studies such as this to throw up the
unexplained and unexplored aspects of consumer behaviour.

Purchase decision making is a complex amalgam of needs and desires. It is

influenced by factors such as consumer's societal role, social and cultural
environment, aspiration and inhibitions. The study, try to find out the customer's
preference for branded computers over non-branded computers.

The need of the study is to show that consumers are willing to purchase branded
computers rather than non-branded computers. The project is aimed to quench
the thirst of marketing research which is necessary for today’s marketing trends
as now only competitive advantages is key to success as market is saturated
with brands. Thus, this research is needed to highlight and recognise this fact
about consumer perception regarding branded and similar non-branded product
so that marketing strategies can get benefit from this attribute of brand and non-
branded products.

Consternations in the Indian market and the ripple effect of changes across the
globe and entry of global brands in to India are reasons enough for further scope
for detailed studies into various aspects of behaviour of Indian consumers.

The research of this nature would help in brand strategy and positioning
especially in the vast expanding rural areas where there is pronounced tilt
towards local or unbranded products. The challenge before the manufacturers
and marketers is making consumers purchase brands instead of products. Their
key task is to convert consumer preference and loyalty towards brands.

LITERATURE REVIEW

6
The American Marketing Association (AMA) defines 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 competitors.”

 Cunningham (1956) in his study on brand loyalty and store loyalty

attempted to find out whether the consumers who are brand loyal are also
store loyal. Shopping proneness is another characteristic that has been
related to brand loyalty.

 According to Goldman (1976) a consumers with relatively lower income do

not indulge in extensive shopping as there means are limited. They also
make less use of the shopping available

 Farquhar (1989) concludes that high brand equity enables successful

extensions, resilience against competitor’s promotional pressures, and
creates entry barriers to competitors.

 Kotler (2000) defined brand as “the name, associated with one or more
items in the product line that is used to identify the source of character of the
item(s)”.

 According to Davis and Dunn (2002) focusing on the latest and greatest
advertising campaign meant focusing on the brand. It was always referred to
as a series of tactics and never like strategy.

 Thomson and Park (2005) developed a scale for consumer attachments that
included affection, passion and connection. It did not however examine
other dimensions and the impact on brand switching.
 Bravo Fraj Martinez (2007) observed that more serious and responsible
roles make consumers switch over to the brand used by their parents.

7
 Albert Merunka (2008) looked at 11 dimensions of consumer love for a
brand and brand relationship.

 Mantilla and Andrew (2008) looked at the influence of emotions on

satisfaction and loyalty.

The available literature and research reveal that brand preference and loyalty is
the interplay of factors including emotional and psychological ones. The
reviews highlight that in a dynamically changing world, organizations would
need to do research on consumer behaviour in a continuous basis more so at
granular level to perceive the small imperceptible changes at the incipient stage.
In India the pitch is further queered because the urban and rural markets are
extremely different and in both the markets people continue to indulge in non-
branded or local products.

Objective of the study :

8
Consumers' preferences for credence attributes of a product may differ from
each other, when facing the choices between branded and/or non-branded
products. The main objective of the project is to evaluate the consumer
perception about the branded and similar non-branded product.

Project objective is to provide the reader with the necessary information by

collecting the required data about the consumer preferences regarding the
purchase of branded products.

One of key objective is to evaluate the consumer perception and gather the
factual data and getting the authentic, reliable, verifiable, potential facts to reach
the conclusion.

Operationally, the project will provide the reader with clear and useful
conclusions about the importance of branding due to which consumers are
willing to purchase more of branded products.

The project will aim to access, that it has reached any solid conclusions or
research has met the said objectives.

 Determinants for customer preferences for branded and

unbranded PCs from primary data analysis.

 To know brand awareness of various PCs in the market.

 To analyse consumer‘s preferences towards branded PCs and

non-branded PCs.

 To study the factors affecting consumers purchase behaviour in

case branded and non-branded PCs.

Research Methodology

1. Coverage of Study:
9
This study examines the consumer behaviour towards branded and unbranded
PCs and services and retailers’ perception of the same with the help of a field
survey using structured questionnaire followed by interviews.

2. Sampling Design, Sample Size and Data Sources :

Data and information were gathered from primary source by means of field
survey using structured questionnaires containing dichotomous and multiple
choice questions on random sample basis in Kolkata on 7 th of June, 2020 and
from secondary published sources. The sample size consisted of 50 consumer
respondents on a random sample basis.

Primary sources included personal interviews for open ended questions. The
consumers were interviewed at their homes and offices and on shop floors.

Data for this is collected through a questionnaire. A structured questionnaire

was framed as it is less time consuming, generates specific and to the point
information, easier to tabulate and interpret. Moreover, respondents prefer to
give direct answers.

Secondary sources included books, journals, newspapers, websites, and

research studies. They are used for literature review and conceptual reference.

LIMITATIONS

10
The study projects to bring about a clearer picture in the best possible way.
However what has surfaced may not be complete in the truest nature. The
finding of the study is faced with some inherent and unforeseen limitations that
can prevent in achieving the desired task completely. The small sample size
and sample design are limitations of this Study. The cost and time constraints
are also limitations of this study. The study is confined to parts of Kolkata city.
So the generalization of conclusions of the study may not have universal
applicability. But the findings give empirical inputs for a larger study across
different market segments.

 TIME LIMITATION: with the given amount of time, the best that could be
done has been presented.

 Given the vastness of the subject matter, the project tries best to fit in all
possible components relevant to study. Branding, consumer perception about
branded and similar non-branded product is a vast topic and the project is
limited to a small portion.

 Busy schedule of the respondents was also a major hindrance to establish a

contact with them.

 LIMITATION OF THE SKILL: With the given skill the findings that
have been received are limited. Better conclusions could have been achieved,
had here been adequate skill both technical and analytical to read into data.

 Due to reluctant nature of the respondents it was not easy task to collect
relevant information for them.

 It may be possible the information provided by them is not true.

Chapter Planning:
1. INTRODUCTION:
 BACKGROUND.
11
  NEED OF STUDY.
 LITERATURE REVIEW.
 OBJECTIVE OF STUDY.
 RESERCH METHODOLOGY.
 LIMITATIONS.

CHAPTER PLANNING

2. CONCEPTUAL FRAMEWORK:
 MEANING FOR BRANDING.
 REASONS OF BRANDING.
 BENEFITS.
 BUYING BEHAVIOUR.
 FUNCTIONS OF BRANDING EXPERT.

3. DATA ANALYSIS:
• SURVEY.
• OBSERVATIONS.

4. CONCLUSION AND RECOMMENDATIONS.

REFERENCE
ANNEXURES

12
 CHAPTER 2:

CONCEPTUAL
FRAMEWORK

MEANING OF BRANDING

13
Branding is a time honoured tool that has successfully been used by producers
and/or other supply chain members to increase consumer awareness, loyalty,
and, ultimately, willingness to pay for their product. The goal of such marketing
strategies is to convince consumers that the brand name is a substitute, or proxy,
for quality. The extent to which the brand is convincing in its effort is known as
the customer-based brand equity in the marketing literature and is formally
defined as the “differential effect of brand knowledge on consumer response to
the marketing of the brand.”

Alternatively, one might imagine that, while consumers generally prefer variety,
once they have had a positive consumption experience, then they behave in a
risk adverse manner and consume a product that does not vary much from one
consumption experience to another. The result is a tendency on the part of
consumers to remain loyal to the familiar brand rather than choosing the
uncertain alternative. Branding may represent a mechanism to address this risk-
averse behaviour by providing a guarantee that the product consumed today will
be essentially identical to the one the consumer sampled at some previous time.
Thus, the brand name may actually affect consumers' valuations of other
informational attributes of the product by reducing the marginal utility of these
attributes. More specifically, consumers’ valuations of certain product attributes
may differ, whether the choice is made when facing the branded alternatives or
non-branded alternatives.

This project attempts to reveal and compare representative consumer's

perception regarding branded and non-branded PCs.

Very basically, a brand is a proprietary name for a product, service, or group.

One more multifaceted level, a brand is the sum total of all functional and
emotional assets of the product, service, or group that differentiate it among the
competition.

The term brand could be thought of as having three integrated meanings:

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 • The sum total of all characteristics of the product, service, or group, including
its physical features, its emotional assets, and its cultural and emotional
associations;

• The brand identity as applied to a single product or service, an extended

family of products or services, or a group; and

• The ongoing perception by the audience (consumer or public) of the brand.

Let’s break down these three integrated meanings of a brand.

All Characteristics of the Brand:

Each product, service, or group has functionalities, features, or capabilities,

which may or may not be unique to the product or service category. Also, each
product, service, or group—due to its heritage, parent company, logo, visual
identity, advertising, and audience perception—carries or assumes emotional
assets. Emotional (as well as cultural) associations arise in response to the spirit
of the brand identity, the emotional content or spirit of the advertising, and the
communities and celebrities who adopt the brand or support the group as part of
their lives.

Hence, a brand is the sum total of all functional and emotional assets that
differentiate it among the competition and distinguish it in the audience’s mind.

The Audience’s Ongoing Perception about branding:

The audience is whoever is on the receiving end of a brand experience, brand

advertising, or social cause communication—whether it is a large number of
people or an individual. A target audience is a specific group of people or
consumers targeted for any brand application or experience, whether it’s a brand
identity, traditional or unconventional advertising, public service advertising, or
entire brand experience.

REASONS FOR BRANDING:

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 Branding provides a competitive advantage whether you are a non-profit
or for profit, your organisation needs to compete for resources funding and
talent and audience. To win your category organisations plans and
implement strategy – a roadmap that outlines specific actions and measures
for reaching their goals and out manoeuvring their peers for needed
resources. When done correctly the organization’s brand mirrors their
strategic plans, and helps promote strategic areas and initiatives that will
move the organization forward.

 Brands provide a stable asset product might fail, companies are bought
and sold, technologies change on daily basis, but strong brands carry on
through all these changes. Brands are the most sustainable assets of any
organisation, and when aligned with overall strategy of organisation they
can function as central organizing principle of organization’s decision
making.

 Brands connect to consumers as good brands connect with customers

emotionally. We live in a world based on promises. The heart of branding
is the promise that is made by organization to the audience. The ability to
fulfil promises are at every stage of the relationship is the defining factor
for most organization success or failure. When brand promise are kept
customer respond with loyalty and affection.

 Brands create consistency as concise and clear brand help customers to be

at ease because they know what to expect every time they use their product
or purchase such products.

 Branding is an instrument for sales promotion in the market. It

facilitates easy advertisement and publicity. It creates special consumer
preference over the product.

The Benefits of Branding

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Brands are so numerous and common- place today that we are inclined to take
their significance for granted. Branding refers to the use of a name, a term, a
symbol or a design to identify goods or services of a seller and to distinguish
them from those of other sellers. A good brand name can make a big difference
in your success. Your brand name may be the single most important decision
you can make about your company, product or service name. Branding is
advantageous because it...

1. Creates an Image or Personality- A brand name can project an

expectation of its performance and an emotion or feeling about it.

2. May Help Segment Markets- Virtually identical products could be sold in

different distribution channels under different brand names and positioning.

3. Makes Purchasing Easier- After making a satisfactory brand decision for

the first time, customers are likely to make repeat purchases without major
reconsideration. Therefore, a good brand speeds up shopping.

4. May Develop a Customer Franchise- Achieving brand loyalty among your

customers will protect you from competition and give you greater control
over your marketing mix.

Brand name selection is still an art, but there are a number of general rules that
should be observed. Your brand should help communicate something important
about your product or service – like its core concept or reason for being.

Brand Recognition is when target customers remember having seen or heard of

the brand. This is critically important, basic prospect education for new
companies, products or services.

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Brand Preference is when target customers will choose the brand out of habit
or past experience. If the customers are satisfied with the products or services,
they will buy the brand again if available.

Brand Insistence is when target customers insist upon a product and would be
willing to search extensively for it. If the customer is so satisfied that the
competitors don't have a chance to take the business away from them
(competitive insulation).

Brand Advocacy is when the satisfied customer tells everyone whom they
know how great your product or service is. They become your best salesperson.

The rapid evolution of communication and mobile technology has resulted in

seamless flow of information across all consumer segments. This together with
the progressive liberalization of the Indian economy has brought fundamental
shifts in Indian consumer behaviour. They are a lot more discriminatory in their
choice of products and services and preferences. Their spending habits have
changed and they do not mind splurging. While they are brand conscious, they
continue to buy non-branded products. The challenge for the marketers today is
creating brand awareness, brand building and positioning. Branding helps
establish company’s strategy. Successful brands provide competitive advantage
in terms of brand loyalty and brand extensions. The vast Indian consumer
market covering the rural and urban areas is heterogeneous where both branded
and unbranded products co-exist. Creating Brand equity is a critical success
factor in today’s competitive market. Successful brands provide competitive
advantage in terms of brand loyalty and brand extensions.

BUYING BEHAVIOUR

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“Products are made in the factory; brands are created
in the mind.” — Walter Landor
In today’s overcrowded marketplace, almost all of the brands are parity goods
and services—products that are equivalent in value. In essence, without brand
names, each product or service is a commodity. It is the branding that
distinguishes each one. For example, if a consumer wants to purchase tea—a
packaged commodity—there are a great variety of brands from which to choose,
all offering the same type of quality and flavours, more or less. Aside from price
differences, why a consumer chooses to buy one brand of tea over another has
mostly to do with her brand experience—her reaction to the packaging, visual
identity, advertising, and perception of the brand. Difference in customer’s
habits, their cognitive structures and their motives cause them to behave
differently when buying. Although an individual doesn’t act the same way in all
situations, people tend to act consistently, we may identify six groups of
consumers by their buying behaviour.

 A habit – determined group of brand loyal consumers who tend to be

satisfied with the Product or brand last purchased.

 A price – cognitive group of consumers who decide principally upon the

basis of price or Economy comparison.

 A cognitive group of consumers who are sensitive to rational claims

 An impulse group of consumers who buy on the basis of physical appeal

and are relatively insensitive to brand name.

 A group of emotional reactors who respond to product symbols and are

heavily swayed by images.

 A group of new consumers who haven’t yet stabilized the psychological

dimensions of their behaviour.

The Functions of Branding Experts

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 “We don’t just want people to buy a brand, we want people
to buy into a brand, to make it part of their lives.”
— Stan Richards, The Richards Group

A branding expert’s goal is to best represent a company’s marketing goals for

its brand. Brand identity experts— whether a graphic design studio or an
advertising agency—perform the following host of creative functions:

• Name a new brand—create a name that has meaning, one that is distinct,
memorable, and can be legally owned for a new brand.

• Create a new branding campaign or program—create comprehensive

brand experiences, from brand identity through appropriate graphic design,
environmental design, digital design, and advertising applications.

• Design a brand identity—conceive and design the visual and verbal

articulation of a brand.

• Conceive a name change—renovate a name, due to obsolescence, merger,

or new benefits of a brand.

• Reinvent or revitalize a brand identity—completely renovate a brand,

starting with the strategy and repositioning, and going from logo through to
the brand identity.

• Relaunch a brand—rethink the geographic or demographic market, and

then reposition, reconceived, and redesign accordingly.

• Revitalize a brand—reposition and reenergize a brand through visual and

verbal applications; clarify the brand.

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• Rebrand for a new geographic market or demographic—rethink strategy
and the visual/verbal articulation of a brand for a different audience and/or
culture.

• Brand harmonization—bring together all visual and verbal elements of

brand identity, and possibly across brand extensions and/or geographic
markets.

• Create an integrated system, that is, brand architecture—analyse the

company’s brands and their interdependencies, and then structure how all
their values can be maximized at every level of the company and throughout
the strategic positioning of the brand; ensure consonance across applications
for the brand.

• Lead an identity change for a merger—conceive and create a new identity

based on the value and assets of two existing companies, one that will retain
the best equity of both companies; determine whether an entirely new
logo/name is needed or which logo/name has more brand equity.

• Understand and utilize trends and developments, and anticipate trends

and developments—be adept at information-gathering and using research
to benefit visual and verbal brand applications.

• Design additional applications as needed—determine and design

applications and determine media to best serve the brand.

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 Chapter 3:

DATA ANALYSIS

22
 A critical analysis of the data and information were made keeping the objectives
of the study in mind. The collected primary data were classified, tabulated and
analysed using statistical techniques. Analytical tools like percentage, cross
tabs, graphs and pie-charts were used for analysis and interpretation.

Findings of the Study :

i. Primary Data Analysis.
Demographics: Demographics of the sample respondents are as follows.

a) Age Group
Table 1: Age Profile of Respondents.

Age Group No. %

15-25yrs 9 18.00%
26-35yrs 17 34.00%
36-45yrs 10 20.00%
46-55yrs 2 4.00%
56-65yrs 12 24.00%
TOTAL 50 100.00%

56-65 24.00%

46-55 4.00%

36-45 20.00%

26-35 34.00%

15-25 18.00%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

FIGURE 1

Age-wise distribution of the respondents is given in Table 1 and Fig 1. 18% of

respondents were in the age group of 15 to 25 years, 34% in the age group of 26
to 35 years; 20% belonged to the 36 to 45 years age group, 4% belonged to the
group 46 or 55 years and the remaining 24% belonged to the 56 to 75 years age
group. The sample design is thus fairly wide-spread across all age groups.

23
 b) Educational Qualification
Table 2: Educational Qualification

Qualification No. %
Postgraduate 22 44.00%
Graduate 21 42.00%
Undergraduate 7 14.00%
TOTAL 50 100.00%

Undergraduate
14.00%

Graduate
42.00%

Postgraduate
44.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

FIGURE 2

Distribution of sample respondents‟ Educational Qualification is given in Table

2 and Fig 2. While 44% of respondents were postgraduates, 42% were
graduates with the remaining 14% Under Graduates.

c) Category of Respondents

Table 3: Category of Respondents.

Category No. %
Housewives 5 10.00
Working men 16 32.00
Students 22 44.00
Working women 7 14.00
TOTAL 50 100.00

24
 Working
women 14.00%

Students
44.00%

Working men
32.00%

Housewives
10.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

FIGURE 3

Table 3 and Fig 3 give the category-wise frequency distribution of the sample
respondents. 10% of respondents were housewives, 32% were working men,
44% students and the balance 14% working women.

Customer’s Responses to Branded and Non-branded PCs.

1. Motivation for Purchasing Branded PCs

Table 4: Motivation for purchase of Branded PCs.

Category No. %
Quality 39 78.00%
Price 1 2.00%
Friends, relatives, 10 20.00%
Neighbours
TOTAL 50 100.00%

Friends
20.00%

Price
2.00%

Quality
78.00%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

FIGURE 4

25
Motivating factors for purchasing branded PCs are given in Table 4 and fig 4.
Among the respondents, the primary reason for purchase of branded PCs is
Quality (78%), followed by advices from friends, relatives and neighbours
(20%).

2. Information Sources for Branded PCs

Table 5: Sources of Information for Branded PCs.

Category Respondents %
Newspaper 11 24.00%
Television 21 46.00%
Internet 8 10.00%
Friends, relatives, 10 20.00%
Neighbours
TOTAL 50 100.00%

Friends
20.00%

Internet
10.00%

Television
46.00%

Newspaper
24.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

FIGURE 5

Customers get information about the branded PCs from multiple sources. While
television (46%) is the major source of information about branded PCs, the
other sources are friends, relatives and neighbours (20%), newspapers (24%)
and internet (10%).

26
 3. Legal Protection for Branded PCs

Table 6: Legal Protection for Branded PCs

Legal Protection No. %

Yes 35 70.00%
No 0 0.00%
Neutral 15 30.00%
TOTAL 50 100.00%

NEUTRAL
30.00%

NO
0.00%

YES
70.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

FIGURE 6

From Table 6 and Fig 6, it can be seen that 70% of the respondents are
affirmative to legal protection to branded PCs with the remaining 30%
remaining neutral.

4. Customer Satisfaction Provided by the Company

Table 7: Fulfilment of Customer Expectation

Customer Expectation No. %

Yes 29 58.00%
No 5 10.00%
Neutral 16 32.00%
TOTAL 50 100.00%

27
 NEUTRAL
32.00%

NO
10.00%

YES
58.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

FIGURE 7

It is interesting to note that while 58% of the respondents stated that branded
PCs fulfil their expectations, 42% were either neutral or say No to meeting their
expectations.

5. PCs Demand and Brand Extension

Table 8: PCs Demand and Brand Extension

Category No. %
Yes 26 52.00%
No 8 16.00%
Neutral 16 32.00%
TOTAL 50 100.00%

NEUTRAL
32.00%

NO
16.00%

YES
52.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

FIGURE 8

Brand extension increases the life span of the branded PCs.52% respondents
agree that PCs demand increases with Brand additions while 16% respondent

28
are of the opinion that brand does not lead to product demand. A significant
32% are neutral.

6. Non-branded PCs

Table 9: Non-branded PCs.

Category No %
Yes 11 22.00%
No 31 62.00%
Neutral 8 16.00%
TOTAL 50 100.00%

NEUTRAL
16.00%

NO
62.00%

YES
22.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

FIGURE 9

22% of respondents purchase non-branded PCs while 62% do not.16% were

neutral. Not meeting the high expectations of the customers from branded PCs
could be reason for consumers continuing to buy non-branded PCs.

7. PCs Preference

Table 10: PCs Preference.

PCs Preference No. %

Branded 43 86.00%

Unbranded 7 14.00%

Total 50 100.00%

29
 Non-branded
14.00%

Branded
86.00%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

FIGURE 10

86% of the respondents prefer to buy branded PCs while 14% prefer non-
branded PCs.

8. Factors Influencing Purchase of Non-branded PCs

Table 11: Motivators for Purchase of Unbranded PCs.

Category No. %
Easy Availability 23 46.00%
Price 13 26.00%
Quality 6 12.00%
Any other specify 8 16.00%
TOTAL 50 100.00%

Other 16.00%

Quality 12.00%

Price 26.00%

Easy availability 46.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

FIGURE 11

30
The two chief motivators for purchase of unbranded PCs were easy availability
and price.

Purchase preference on the basis of Educational Qualification

9. Purchase preference for product value of branded PCs.

Table 12: Product value.

Category Postgraduate Graduate Undergraduate

Yes 5 2 3
No 11 10 2
Neutral 6 9 2

12
Postgraduate
10 Graduate
Undergraduate
8

0
Yes No Neutral

FIGURE 12

In the case of Product value, 5 of the postgraduate have said yes while 11 of
them have said no and 6 of them were neutral. While in case of Graduated
students 2 of them had said yes while the other 10 said no and 9 of them were
neutral. Further in case of Undergraduate students 3 of them agreed while 2 said
no and 2 of them were neutral.

31
10. Purchase preference on basis of money value of branded PCs.
Table 13: Money value

Category Postgraduate Graduate Undergraduate

Yes 6 10 2
No 11 2 2
Neutral 5 9 3

12
Postgraduate
10 Graduate
Undergraduate
8

0
Yes No Neutral

FIGURE 13

With regard to Money value, 6 of the postgraduate have said yes while 11 of
them have said no and 5 of them were neutral. While in case of Graduated
students 10 of them had said yes while the other 2 said no and 9 of them were
neutral. Further in case of Undergraduate students 2 of them agreed while 2 said
no and 3 of them were neutral.

11. Purchase preference on brand value

Table 14: Brand value

Category Postgraduate Graduate Undergraduate

Yes 11 10 4
No 6 8 2
Neutral 5 3 1

32
 12 Postgraduate
10
Graduate
8

0
Yes No Neutral

FIGURE 14

While considering the factors under Brand value heading, 11of the post
graduate have said yes while 6 of them have said no and 5 of them were neutral.
While in case of Graduated students 10 of them had said yes while the other 8
said no and 3 of them were neutral. Further in case of Undergraduate students 4
of them agreed while 2 said no and 1 of them were neutral.

12. Purchase preference on Service value

Table 15: Service value

Category Postgraduate Graduate Undergraduate

Yes 12 11 4
No 4 6 2
Neutral 6 4 1

14
Postgraduate
12 Graduate
10 Undergraduate
8

0
Yes No Neutral

FIGURE 15

33
While considering the factors under Service value heading, 12 of the
postgraduate have said yes while 4 of them have said no and 6 of them were
neutral. While in case of Graduated students 11 of them had said yes while the
other 6 said no and 4 of them were neutral. Further in case of Undergraduate
students 4 of them agreed while 2 said no and 1 of them were neutral.

13. Purchase preference on Time value

Table 16: Time value

Category Postgraduate Graduate Undergraduate

Yes 11 10 3
No 5 9 2
Neutral 6 2 2

12
Postgraduate

10 Graduate

Undergraduate
8

0
Yes No Neutral

FIGURE 16

While considering the factors under Time value heading, 11 of the postgraduate
have said yes while 5 of them have said no and 6 of them were neutral. While in
case of Graduated students 10 of them had said yes while the other 9 said no
and 2 of them were neutral. Further in case of Undergraduate students 3 of them
agreed while 2 said no and 2 of them were neutral.

34
 OBSERVATIONS
Many people interviewed have one or few unbranded products in their homes.
Unbranded PCs are still popular in middle class and in affluent houses. Main
attractions for unbranded home PCs are price and availability of freebies.
Middle class consider the unbranded PC makers as their friendly neighbourhood
suppliers, who offer personalized support services. It also emerges from the
field survey that while consumers prefer branded luxury products, for items of
daily consumables they prefer unbranded products.

Closer examination of the responses of customers to the questionnaire and

personal interviews reveals the following:

 Quality is the prime determinant for purchase of branded PCs by consumers.

 Ease of availability and Price are the major motivators for purchasing
unbranded PCs.
 Only 58% of the respondent customers felt that branded PCs fulfil their
expectations; this could be one of the reasons for unbranded PCs continuing
to be in demand.
 A significant 30% of respondent consumers feel legal protection is lacking
for branded PCs.
 A significant segment of consumers (42% of the respondents) feel that
branded PCs do not fulfil their expectations.
 Another interesting revelation from the field study is that brand extension
does not lead to product demand.
 Company reputation helps sell branded PCs.
 Most of the retailers in both organized and unorganized segment stock and
sell both branded and unbranded PCs.
 Retailers continue to offer discounts and free offers to sell unbranded PCs.
 Consumers said that unbranded PCs are priced lower.

35
 CHAPTER 4:

CONCLUSION
AND
RECOMMENDATIONS

36
 CONCLUSION

The research has shown that branded PCs play a prestigious role in the students
segment. Due to the computer world everything is in the hands of the students.
Nowadays students are ready to shape up the sharpest future of the competitive
world by means of computers. Everything in the world seems to be digital. The
future growth of the country will be decided by the students themselves.
Everyone needs a computer to drive a smooth and fast race. Especially, branded
PCs will try to safeguard the competitive race. So, these various factors
discussed may definitely determine the student to purchase branded PCs.

Indian retail market is a great paradox where branded and unbranded products
co-exist. Even shops in organized sector stock and sell unbranded products.
While the Indian consumers are becoming brand aware and there is discerning
shifts towards branded products, the demand for unbranded products and
services are still significant. Indian consumers are still steeply ingrained in
tradition and use traditional products and practices. Retailers, to withstand
competition and sustain their bottom-line, peddle both branded and unbranded
products on their shop floors to increase turnover and customer base.
Consumers being price sensitive sometimes do not mind compromising on
quality. This can become more pronounced during times of inflation.

Indian consumers are maturing and retailers find it increasingly difficult to

influence their purchase decisions merely with promotional offers. They would
need to innovate. Retaining customers has become a challenge due to lifestyle
changes, needs and values. Young customers are more demanding and do not
mind experimenting and changing to new brands. Retailers therefore have to
adopt a mix of marketing and promotional strategies leveraging available
technology to withstand competition.

37
 RECOMMENDATIONS
Brand strategy facilitates marketing efforts. All channels of communication
such as advertisement, public relations, internet and social media become in
fructuous without a proper brand strategy. Clear and transparent
communication is core to developing a brand strategy. It should help build
relationship with the customers.

There has to be holistic approach to marketing for brand building. It should

encompass vision and mission of the organization, employee participation in
brand building, media mix, and product and process innovations.

Retailers and marketers should explore internet marketing tools such as blogs,
social media, email marketing, etc. With advancements in mobile technology
and spread of mobile to rural hinterland, mobile marketing tools such as SMS,
MMS, etc., can be used to directly reaching out to the customers.

The above should complement the other media such as advertisements in

newspapers, radio, television, public relations, event sponsorship, etc.
Marketers should mix and match marketing efforts, create synergies and to
maximize their individual and collective efforts so as to underpin the brand
assurance. Brand building requires assessment of competition, consumer
preferences, changes in demographics and brand positioning

Marketers and retailers can use blue ocean strategy for brand building. They
should identify or create products and services for which there is no direct
competition. For making the blue ocean strategy more effective especially
among the youths, retailers can use personalization tools such as social media
e.g., Facebook, Twitter, Flickr, YouTube, Instagram, etc. Careful analysis of
customer reactions and responses and participation can help identify customer
expectations and new marketing opportunities. These can lead to product
enhancements and product innovations further strengthening blue ocean
strategy.

Brand management and strategy should encompass a proper mix and integration
of the communication channels to enhance brand positioning and facilitate
superior brand equity.

38
 REFERENCES

WEBSITES VISITED:

1. en.wikipedia.org

2. www.entrepreneur.com

3. www.99designs.com

4. www.strategynewmedia.com

39
 ANNEXURE
QUESTIONNAIRE:
1. What is your age?

15-25yrs 26-35yrs 36-45yrs 46-55yrs 56-55yrs

2. What is your educational qualification?

Undergraduate Graduate Postgraduate

3. What is your current profile?

Housewives Workingmen Student Working women

4. What is your motivation for purchasing branded PCs?

Quality Price Friends, relatives, neighbours

5. What is the source of information about branded PCs?

Newspaper Television Internet Friends, relatives, neighbour

6. Are you concerned regarding the legal protection of PCs?

Yes No Neutral

7. Are you satisfied with the services provided by the company?

Yes No Neutral

8. Do you believe in brand extension?

Yes No Neutral

40
9. Would you prefer to buy non-branded PCs?

Yes No Neutral

10. What kind of PCs would you prefer?

Branded Non-branded

11. What motivated you to purchase unbranded PCs?

Easy availability Price Quality Other reason

12. Are you concerned regarding the product value of branded PCs?

Yes No Neutral

13. Are you concerned regarding the money value of branded PCs?

Yes No Neutral

14. Are you concerned regarding the brand value of branded PCs?

Yes No Neutral

15. Are you concerned regarding the service value of branded PCs?

Yes No Neutral

16. Are you concerned regarding the time value of branded PCs?

Yes No Neutral

41
 ANNEXURE – IA

Supervisor's Certificate

This is to certify that----------------, student of B.Com. Honours in Accounting

& Finance of SHRI SHIKSHAYATAN COLLEGE under the University of
Calcutta has worked under my supervision and guidance for her Project Work
and prepared a Project Report with the title BRANDING – CONSUMER
PERCEPTION REGARDING BRANDED AND SIMILAR NON-
BRANDED PRODUCT which she is submitting, is her genuine and original
work to the best of my knowledge.

Signature:

Place: Kolkata

Name:

Date:

Name of the college:

42
 ANNEXURE- IB

Student's Declaration

I hereby declare that the Project Work with the title BRANDING –
CONSUMER PERCEPTION REGARDING BRANDED AND SIMILAR
NON-BRANDED PRODUCT submitted by me for the partial fulfilment of the
degree of B.Com. Honours in Accounting & Finance under the University of
Calcutta is my original work and has not been submitted earlier to any other
University / Institution for the fulfilment of the requirement for any course of
study.

I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has been
duly acknowledged providing details of such literature in the references.

Signature:

Place:

Date:

Name:

Address:

Registration no:

Roll No:

43