BRAND LOYALTY AMONG SMART PHONE USERS IN MADURAI CITY ;TAMILNADU.

by Rinosha Banu on Wednesday 29 January 2014, 9:53 PM | Category: Advertising| View: 2231 views
 
 
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 ABSTRACT:

 

                        The present study investigates men's perception in buying decisions on branded mobile in Madurai. The need to understand the emerging markets and consumers has become a big challenge for the corporate world especially in creating and managing a powerful brand loyalty. Purchasing decisions include many factors that most consumers are not even aware of it. Five steps are involved in nearly every purchase made: need recognition, information search, evaluation of alternatives, purchase decision, and finally post purchase behavior. Even the simplest purchases can include any or all of these steps.Purchases are further influenced by such things as personal, psychological, and social issues. Mobile phone is a smart communication media. It is not a one-way communication like pager .Cellular communication basically gives the power of an advanced telephone system card. Cellular communication works like the radio set which is normally used. The handset or Mobile Phone is in fact an own private radio transmitter and receiver, very similar to the Walkie-talkies used by Police and Security Personnel. The key difference is that a cellular phone network is connected to the fixed line or conventional telephone system allowing additional access to the telephone world. In this research descriptive study is used to make to understood the characteristics of a group in a situation of interest and to aid in thinking systematically about aspect in a given situation also to make certain simple decisions. The pertinent information was collected through a large number of variables among which relevant relationships are investigated.

 

MOBILE BRANDS : Apple, Samsung, LG, Blackberry, Nokia , Motorola, Sony Ericsson users were conducted                                 

REVIEW OF LITERATURE

   It is intended to constitude literature summary for the study in this part. Brand loyalty, consumer decision making will be investigated. The background will be begun by presenting branding reviews. Once developed, brands provide an umbrella under which many different products can be offered--providing a company tremendous economic leverage and strategic advantage in generating awareness of their offerings in the marketplace.

  Everyday you make purchase decisions. Some of which are based on brand loyalty. Stop and think abut when you became loyal to a specific brand. You and millions of other consumers make the decision to purchase a brand over and over.                                                                            

 The concept of brand loyalty was developed empirically in the 1940s and 1950s as a one-dimensional construct and defined in attitudinal terms such as brands preference(Guest 1944) or behavioral   terms such as share of the market  (Cunningham 1956).   However, Day (1969) disputed the singular nature of the construct and was the original proponent of the two-dimensional concept of brand loyalty to include attitude and behaviour.  Jacoby (1971) built on this foundation and developed a definition of brand loyalty that appears to be the basis of most brand loyalty research today. Jacoby (1973) and Day (1969) made the assertion that both behaviour and attitudes need to be considered when looking at brand loyalty, however, this is not always undertaken. Possible reasons for this are the differing background of researchers in the area (Mellens, Dekimpe and Steen amp 1996) or logistical problems with the data collection of both behavioural and attitudinal data including ease of collection  and cost (Dekimpe, Steenkamp , Mellens and Abeele 1997). While Dick and Basu (1994) support Jacobyís definition, particularly the Involvement of a psychological process (cognition), they criticise the omission of Factors impacting on repeat purchase such as situational constraints, different usage  Situations, lack of brand preference or variety- seeking behaviour. However,  Essentially there appears to be common support amongst researchers at a broad level For Jacobyís definition.  This research adopts the Day (1960) and Jacoby (1971) two-dimensional view of  Brand loyalty; attitudinal and behaviour. However as attitudes consist of both Cognitive and emotional elements (Kim, Lim and Bhargava 1998) this research  Expands Jacobyís definition of brand loyalty to include emotions as well as psychological processes One of the biggest challenges facing marketers is gaining and retaining customers.  According to Mark Di Somma, what customers need at first is awareness, authenticity and excitement over the brand in order for a brand to gain top-of-mind.  But once customers are passionate about a brand, they need different things.  They don't need to be sold to, according to Di Somma, nor do they need to be reminded that they're making the right choice every time they buy.  They need to feel rewarded in order to make the decision to lock-in and stay loyal to a brand. Often at times, marketers offer no real sense of reward and ignore their loyal customers.  So how do you sustain the appeal for those who believe in your brand – establish brand loyalty.

Brand loyalty is built on the foundation of every interaction your customer has with your service.  The key to brand loyalty is to always meet or exceed expectations with every customer encounter.  When customers become loyal, they not only buy your product/service, they become emotionally attached to your brand.  They may recommend your brand to their friends and family, develop an emotional connection, and acts as a brand evangelist.  These recommendations known as “word-of-mouth” marketing, continue to be most effective, as they can articulate the value proposition of your brand, and address an emotional connection that resonates well with others.

                                             

SCOPE OF THE STUDY

                This study is mainly focuses on the leading brand preference for mobile phone and the attitude of consumers belongs to low, middle and high income groups are taken in madurai city. Everyone has got a mobile phone today because it has many advantages: you are flexible and available everywhere and every time but if you don't want to be available once, no problem, you may turn it off. There are many reasons to possess a mobile phone and if you are searching for a new mobile phone one of any kind, please enter. As an offerer, please, describe your offer exactly. It is also important to give the exact appellation of the phone, since little differences in appellation may make up great differences in product.

      Mobile operating system milestones mirror the development of mobile phones and smartphones:

OBJECTIVE OF THE STUDY                                              

  1. To study the various factor of brand loyalty among smartphone users.

 2. To study the switching behaviour of other brands among Smartphone  users.  

 3. To study the satisfaction level of Smartphone user

  4. To  suggest  and  conclude  the  study.                                                

                  In order to understand the loyalty associated with a survey of  seven mobile phone brands Apple, Samsung, LG, Blackberry,Nokia,Motorola,Sony Ericsson  users were conducted.

      LIMITATION OF THE STUDY

Although there is much remains to be done in my work generates important finding in the field of smartphone users in madurai city. In otherword,having acknowledged the limitation of data processing,I can nevertheless confirm that there are some limitations of this study. Although the present study has yielded some preliminary findings its design is not without flaws.

            The main limitations are expressed as follows,the first limitation concerns the factor of brand loyalty among people who uses the smartphone in madurai city.To put it in another way,there might be some relevant factors, which results in significant, influence on the smartphone users in madurai city.

RESEARCH METHODOLOGY :

After presenting literature review according to related studies and conceptual framework by clarifying the variables of this research, here methodology that lightens this study approach is described. Also the object of the study and hypothesis which are mentioned before tried to be explained  in this part.

1.  Analytical Research: It uses facts or information already available and has to prepare Research report on the basis of analytical work .

2. Descriptive Research :Descriptive research is based on description of facts. The    main purpose of descriptive research is description of state of affairs as exist at present.

1. Primary data: a) Questionnaires comprised of 18  questions.

                          b) Sample Size: Total number of questionnaire distributed 175  And the respondent are 175 .

2. Secondary Data: Internet,magazines,newspaper & Books.

The descriptive method of research was used for this study. To define the descriptive type of research, Creswell (1994) stated that the descriptive method of research is to gather information about the present existing condition. The emphasis is on describing rather than on judging or interpreting. The aim of descriptive research is to verify formulated hypotheses that refer to the present situation in order to elucidate it. The descriptive approach is quick and practical in terms of the financial aspect.  Moreover, this method allows a flexible approach, thus, when important new issues and questions arise during the duration of the study, further investigation may be conducted.  

                        The research is used for the  people who uses smartphone was taken as respondents from madurai city in order to gather relevant data; the descriptive method is then appropriate as this can allow the identification of the similarities and differences of the respondents' answers.These included the primary data type. The primary data were derived form the answers the participants gave during the survey process.

Participants:

  In order to determine whether brand loyalty questionnaire does play an important role in conducting smartphone users, a total of 175 respondents were asked to participate. To achieve pertinent information, certain inclusion criteria were imposed. The participants qualified for sample selection among Student, employed, self employed of their respective occupations Qualification ensured that the participants understand the nature of questionnaire and its use for making the survey items easy for them to accomplish. The respondents were selected from madurai city, thus a total of 175 were selected.

            Simple random sampling was done for the sample selection. This sampling method is conducted where each member of a population has an equal opportunity to become part of the sample. As all members of the population have an equal chance of becoming a research participant, this is said to be the most efficient sampling procedure. In order to conduct this sampling strategy,  I defined the population first, listed down all the members of the population and then selected members to make the sample.

Tools For Research:

  The questionnaire method has been used to analyze and assess the Brand loyalty. The questionnaire was distributed to the customers in mobile phone shops in madurai.

MEASUREMENT &SCALING TECHNIQUE: Measurement can be defined as a process through which researchers describes, explain and predict the phenomena. The data collected through the questionnaires have been tabulated  & analyzed through bar Diagrams.

 Chi-square test and Percentage analysis

Definition of Chi-Square Test:

               A chi-square test is a statistical test commonly used for testing independence and goodness of fit. Testing independence determines whether two or more observations across two populations are dependent on each other (that is, whether one variable helps to estimate the other). Testing for goodness of fit determines if an observed frequency distribution matches a theoretical frequency distribution. In both cases the equation to calculate the chi-square statistic is  where O equals the observed frequency and Ethe expected frequency. The results of a chi-square test, along with the degrees of freedom, are used with a previously calculated table of chi-square distributions to find a p-value. The p-value can then be used to determine the significance of the test.

Definition for Percentage analysis:

                                    Percentage method refers to a specified kind which is used in making comparison between two or more series of data. Percentages are based on descriptive relationship. It compares the relative items. Since the percentage reduces everything to a common base and thereby allow meaning comparison.

 

                        Percentage =    Number of respondents x 100

                                                     Total no of respondents

DATA COLLECTION :

           This is based on collection of primary data through questionnaire schedule from 175 respondents of smartphone users in madurai city. In this study the consumer preference relating to smartphone were described with the help of percentage analyses were made.

 

TABLE 1. SHOWING THE AGE GROUP USING DIFFERENT TYPE OF SMARTPHONE USED BY THE RESPONDENTS

 

  S.No

Age group

No.of.Respondents

Percentage

    1

    18-25

            35

     20

    2

    26-35

            74

     42.28

    3

    36-45

            34

     19.42

  4

    46-55

            32

     18.28

                            Total

           175

     99.98

           

       Source: Primary data

INTERPRETATION:

The above table shows the Age of the respondents. It revealed that 20% of the total respondents come in the age group 18 – 25yrs, 42.28% of the total employees come in the age group 26 – 35 yrs, 19.42% of the total employees come in the age group above 36-45 years and 18.28% the total employees come in the age group 46 – 55 yrs. Majority of the respondents are 26-35 yrs age group are concerned on selecting mobile through its brands.

FIGURE 1 SHOWING THE AGE GROUP USING DIFFERENT TYPE OF SMARTPHONE USED BY THE RESPONDENTS

              

 

 TABLE 2. SHOWING THE OCCUPATION LEVEL OF THE RESPONDENTS AND THEIR SMARTPHONE.

 

S.No

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