A STUDY ON

BRAND
LOYALTY AMONG SMARTPHONE USERS
IN MADURAI CITY.

K.RINOSHA BANU;MBA;M.PHIL
MADURAI KAMARAJ UNIVERSITY,

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.

1
 KEYWORDS: BRANDLOYALTY, CONSUMERBEHAVIOUR,
SMARTPHONE USERS.
INTRODUCTION:

Brand Loyalty is a scenario where the consumer fears

purchasing and consuming product from another brand which he does not trust. It
is measured through methods like word of mouth publicity, repetitive buying,
price sensitivity, commitment, brand trust, customer satisfaction, etc. Brand
loyalty is the extent to which a consumer constantly buys the same brand within a
product category. The consumers remain loyal to a specific brand as long as it is
available. They do not buy from other suppliers within the product category. Brand
loyalty exists when the consumer feels that the brand consists of right product
characteristics and quality at right price. Even if the other brands are available at
cheaper price or superior quality, the brand loyal consumer will stick to his
brand.Brand loyal consumers are the foundation of an organization. Greater
loyalty levels lead to less marketing expenditure because the brand loyal
customers promote the brand positively. Also, it acts as a means of launching and
introducing more products that are targeted at same customers at less expenditure.
It also restrains new competitors in the market. Brand loyalty is a key component
of brand equity.
A second dimension, however, is whether the customer is committed to
the brand. Philip Kotler, again, defines four patterns of behaviour
1. Hard-core Loyals - who buy the brand all the time.
2. Split Loyals - loyal to two or three brands.
3. Shifting Loyals - moving from one brand to another.
4. Switchers - with no loyalty (possibly 'deal-prone', constantly looking
for bargains or 'vanity prone', looking for something different).

STATEMENT OF THE PROBLEM

2
 There are many factors that can affect this process as a
person works through the purchase decision. The number of potential
influences on consumer behavior is limitless .According to the black box
model of consumer behavior, there are two main stimuli that is related to
buyers response towards buying a certain product, in this research; mobile
phone. Both are categorized as environmental factors which are
environmental stimuli and marketing stimuli. The marketing stimuli are
planned and processed by companies, whereas the environmental stimulus
are given by social factors. These two stimulus consists of different
elements whereas can cause different influences on consumer behavior
towards buying decisions. In consumer’s mobile phone buying behavior,
either both can influence buying decisions. But, which one can be much
more influencing than the other in terms of buying decisions .When
interviewing two subjects regarding the process involved, it becomes
apparent that each individual, although having very similar needs,
underwent slightly different thought processes to arrive at a decision.
MOBILE BRANDS : Apple, Samsung, LG, Blackberry, Nokia ,

Motorola, Sony Ericsson users were conducted

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

3
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.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.

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.
Unique design, sign, symbol, words, or a combination of

4
these, employed in creating an image that identifies a product and
differentiates it from its competitors. Over time, this image
becomes associated with a level of credibility, quality, and satisfaction in
the consumer's mind (see positioning). Thus brands help harried
consumers in crowded and complex market place, by standing for
certain benefits and value. Legal name for a brand is trademark and, when
it identifies or represents a firm, it is called a brand name. Any brand is a
set of perceptions and images that represent a company, product or
service. While many people refer to a brand as a logo, tag line or audio
jingle, a brand is actually much larger.

Factors influencing brand loyalty:

It has been suggested that loyalty includes some degree of
pre-dispositional commitment toward a brand. Brand loyalty is viewed as
multidimensional construct. It is determined by several distinct
psychological processes and it entails multivariate measurements.
Customers' perceived value, brand trust, customers' satisfaction, repeat
purchase behavior, and commitment are found to be the key influencing
factors of brand loyalty. Commitment and repeated purchase behavior are
considered as necessary conditions for brand loyalty followed by
perceived value, satisfaction, and brand trust. Fred Reichheld, One of the
most influential writers on brand loyalty, claimed that enhancing customer
loyalty could have dramatic effects on profitability. Among the benefits
from brand loyalty — specifically, longer tenure or staying as a customer
for longer — was said to be lower sensitivity to price. This claim had not
been empirically tested until recently. Recent research found evidence that
longer-term customers were indeed less sensitive to price increases.

BRAND AWARNESS:

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 Brand awareness is defined as “buyer’s ability to identify the
brand, within the category, in sufficient detail to make a purchase”and
state that brand awareness makes the brand a candidate for
purchase.Brand awareness is also described as the ability of a potential
buyer to recognize or recall that brand is a member of a certain product
category.Brand awareness refers to the strength of a brand’s existence in
the mind of consumer. In terms of former consideration, brand awareness
is related to the strength of the resulting brand node or trace in memory,as
reflected by consumer’s ability to identify the brand under different
conditions.

GEOGRAPHICAL AREA TO BE COVERED:

This study has been conducted in madurai city as the suitable area
due to the people of belongs to various levels of Demographics normally
play a major role in the buying process, since social, religious, and
economic factors all influence a person's thought processes. So that i
chosen Madurai. Those activities directly involved in obtaining ,
consuming and disposing of products and services, including the decision
processes that precede and follow these actions.
PERIOD OF COVERAGE:
The data has been collected through questionnaire from the
people who uses smartphone during the period of March and April2013.

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.

6
 Overview
This research was conducted in order to determine whether brand
loyalty questionnaire play a significant role in using a smartphone among
people. The advantages and disadvantages as well as the reliability of this
instrument were also part of the objectives. In order to answer these
research goals, I opted to obtain the view of people with this topic.
Specifically, a total of 175 respondents from madurai city were randomly
selected to make up the sample .Data gathered from this research
instrument were then computed for interpretation.

RESEARCH DESIGN :
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.
In this study, the descriptive research method was employed so as
to identify the role and significance of using brand loyalty questionnaire
in madurai city during the time of research. I opted to use this research
method considering the objective to obtain first hand data from the
respondents. The descriptive method is advantageous for the researcher
due to its flexibility; this method can use either qualitative or quantitative
data or both, giving the researcher greater options in selecting the

7
instrument for data-gathering. The aim of the research is to determine the
role of brand loyalty questionnaire in smartphone users as well as the
advantages and disadvantages of using; the descriptive method is then
appropriate for this research since this method is used for gathering
prevailing conditions.

MEASUREMENT & SCALING TECHNIQUE:

Measurement can be defined as a process through which

reasearchers describes, explain and predict the phenomena.The data

collected through the questionnaires have been tabulated & analyzed
through bar Diagrams.

Chisquare test and Percentage analysis

Chi-square:
The Chi-square test procedure tabulates a variable into categories
and computes a chi square statistic. This goodness-of-fit test compares the
observed and expected frequencies in each category to test that all
categories contain the same proportion of values or test that each category
contains a user-specified proportion of values.
Statistical method to test whether two (or more) variables are: (1)
independent or (2) homogeneous. The chi-square test for independence
examines whether knowing the value of one variable helps to estimate the
value of another variable. The chi-square test for homogeneity examines
whether two populations have the same proportion of observations with a
common characteristic.
Definition for Percentage analysis:
Percentage method refers to a specified kind
which is used in making comparison between two or more series of data.

8
 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.
3.1 TABLE 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

9
respondents are 26-35 yrs age group are concerned on selecting mobile
through its brands.
FIGURE 2.4 SHOWING THE AGE GROUP USING
DIFFERENT TYPE OF SMARTPHONE USED BY THE
RESPONDENTS

3.2 TABLE SHOWING THE OCCUPATION LEVEL OF

THE RESPONDENTS AND THEIR SMARTPHONE.

S.No Occupation No.of.Respondents Percentage

1 Student 45 25.71
2 Employed 50 28.57
3 Self Employed 80 45.71

Total 175 100

Source: Primary data

10
INTERPRETATION:
The above table shows the Age of the respondents. It revealed
that 25.71%of the total respondents come under students, 28.57% of the
total respondents come employed group, 45.71% of the total respondents
come in the self employed group. Majority of the respondents are self
employed group like in using smartphone for its features.
FIGURE 2.5 SHOWING THE OCCUPATION LEVEL OF
THE RESPONDENTS AND THEIR SMARTPHONE .

3.3 TABLE SHOWING THE INCOME GROUP OF THE

RESPONDENTS IN TRUSTING BRAND LOYALTY.

S.NO Income group No.of.Respondents Percentage

1. Less than 25,000 42 23.42

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2. 25,000-50,000 69 39.42

3. More than 50,000 64 37.14

Total 175 99.98

Source: Primary Data

INTERPRETATION:
The above table shows the income group of the
respondents. It revealed that 23.42%of the total respondents come under
Less than 25,000 39.42 % of the total respondents come under 25,000-
50,000 group, 37.14% of the total respondents come in more than 50,000
group .Majority of the respondents are between 25.000- 50.000 group
those are trusting brand loyalty.
FIGURE 3.1 SHOWING THE INCOME GROUP OF THE
RESPONDENTS IN TRUSTING BRAND LOYALTY.

12
3.4 TABLE SHOWING THE SATISFACTION LEVEL
OFAGE GROUP USING SMARTPHONE AMONG THE
RESPONDENTS
S.NO Age group No.of.Respondents Percentage
1. 18-25 52 29.71
2. 26-35 54 30.85
3. 36-45 38 21.71
4. 46-55 31 17.71
TOTAL 175 99.98
Source: Primary Data
INTERPRETATION:
The above table shows the income group of the
respondents. It revealed that 29.71%of the total respondents come under
the age of 18-25 . 30.85 % of the total respondents come under 26-35
group, 21.71% of the total respondents come in 36-45 group and the age
of 46-55 is in the 17.71%.Majority of the respondents are between 26-35
age groups are satisfied with smart phone

FIGURE 3.2 SHOWING THE SATISFACTION LEVEL OF

USING SMARTPHONE AMONG THE RESPONDENTS

3.5 TABLE SHOWING THE DECISION MAKING

AMONG GENDER RESPONDENTS

13
S.NO GENDER NO.OF PERCENTAGE
RESPONDENTS
1. MALE 104 59.42
2. FEMALE 71 40.57
TOTAL 175 99.99
Source: Primary Data

INTERPRETATION:
The above table shows the gender group of the
respondents. It revealed that 59.42% of the total respondents are male
respondents. 40.57% of the respondents are female. Majority of the male
respondents are the decision making brand influence in their purchasing
smartphone.

FIGURE 3.3 SHOWING THE DECISION MAKING

AMONG GENDER RESPONDENTS

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 RANK CORRELATION
Table 4.1 comparing influence in brand name and trusting
brands by the Respondents.

S.N Brand Trusting

Particulars % %
o name brands
1 Yes 94 54 76 44
2 No 81 46 99 56
Total 175 100 175 100
Calculated Table:

R1 R2 D = R 1 – R2 D2

1 2 -1 1

2 1 1 1

d2 = 2

15
Calculation:
Rank Correlation:
r = 1 – 6di2
n (n2-1)
r = 1 – 6 (2)
2 (4-1)
= 1 – 12
6
r=1–2
r = -1
INFERENCE:
This, table shows the value is -1. So, there is Negative
Correlation between brand name and trusting brands by the Respondents.

TABLE 4.2 RANK CORRELATION BETWEEN

FULFILL THEIR NEED AND LOYAL TO ANY BRANDS

Fulfill
S.N
Particulars your % Loyalty %
o
need
1 Yes 91 52 83 47
2 No 84 48 92 53
Total 175 100 175 100

CALCULATED VALUE
R1 R2 D = R 1 – R2 D2
1 2 -1 1

16
2 1 1 1
d2 = 2

Calculation:
Rank Correlation:
r = 1 – 6di2
n (n2-1)
r = 1 – 6 (2)
2 (4-1)

= 1 – 12
6
r=1–2
r = -1

INFERENCE:

This, table shows the value is -1. So, there is Negative

Correlation between Smartphone fulfill their needs regarding their
Loyalty.
CHI-SQUARE TEST
NULLHYPOTHESIS:
Ho: There is the significant relationship between Occupation and
trusting brands.
H1: There is significant relationship between Occupation and
trusting brands.

17
TABLE 4.3 RELATIONSHIP BETWEEN OCCUPATION AND
TRUSTING BRANDS
OBSERVED VALUE

Occupation/ Trust Yes No Grand

Brand Total
Student 28 17 45
Employed 21 29 50
Self-Employed 56 24 80
Grand Total 105 70 175

EXPECTED VALUE= Row total* Column

Total

Grand total
EXPECTED VALUE

Occupation/ Trust Yes No Grand

Brand Total
Student 27 18 45
Employed 30 20 50
Self-Employed 48 32 80
Grand Total 105 70 175

CALCULATION

O E (O-E)2 (O-E)2/E
28 27 1 0.037037
17 18 1 0.055556

18
21 30 81 2.7
29 20 81 4.05
56 48 64 1.333333
24 32 64 2
=10.17593

DEGREES OF FREEDOM = (r-1)*(c-1)

= (3-1)*(2-1)
=2
Level of Significance @ 5% = 5.991

INFERENCE:
The above table shows the Calculated Value is higher
than the Table value. So, Null hypothesis (H0) is rejected.
So, There is a relationship between Occupation and
trust in brand.
TABLE 4.4 RELATION SHIP BETWEEN GENDER AND
REASON FOR BUYING THE SMART PHONE
Observed Value:

Specify
Gender Brand Price Quality Design RT
Others
Male 22 40 13 44 6 125
Female 15 13 9 9 4 50
GT 37 53 22 53 10 175

EXPECTED VALUE= Row total* Column Total

19
 Grand total
Expected Value:

Specify
Gender Brand Price Quality Design Y
Others
Male 26.42 37.85 15.71 37.85 7.14 125
Female 10.57 15.14 6.28 15.14 2.86 50
37 53 22 53 10 175

CALCULATION

O
(No. of E (O-E)2 (O-E)2 / E
Respondents)
22 26.42 19.54 0.74
40 37.85 4.62 0.12
13 15.71 7.34 0.47
44 37.85 37.82 0.99
6 7.14 1.38 0.19
15 10.57 19.62 1.86
13 5.14 61.78 12.02
9 6.28 7. 39 1.18
9 15.14 37.69 2.49
4 2.86 1.29 0.45
Σ 20.51

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Degree of Freedom:
= (r – 1) * (c – 1)
= (2-1)*(5-1)
=4
Level of significance at 5% = 9.488

INFERENCE:
The above table shows the Calculated Value is higher
than the Table value. So, Null hypothesis (H0) is rejected.
So, There is a relationship between Gender and
Reason for selecting smart phone.

21
 I've summarized the results in the table below along with the results of
the five point scale.

LIKERT SCALE :

It is a non-comparative scale. This scale is used to measure attitudes

& behavior. It is usually a balanced scale and has typically five
descriptors: strongly agree, agree, neutral , disagree, strongly disagree.

The rating followed by Likert’s Scale:

• Strongly Agree (SA) = 78%

• Agree (A) = 56%

• Neutral (N) = 50%

• Disagree (DA) = 46%

• Strongly Disagree (SDA) = 30%

22
Table 4.5: The level of acceptance towards the smartphone:

*SA- Strongly Agree A- Agree N- Neutral DA- Disagree

SDA- Strongly Disagree
Sl
. SDA Tota
N
o. Question SA A N DA
1 I consider the make to be very
important in choosing a smartphone 62 40 32 29 12 175
2 I satisfied with my current
smartphone? 59 48 32 21 15 175
3 I always find myself consistently
buying my particular smartphone, I
will stick by it. 57 42 38 20 18 175
Overall acceptance towards the
smartphone 78% 56% 50% 46% 30%

Figure 3.4The level of acceptance towards the smartphone

23
Table 5.1 The level of acceptance towards nature of brand
loyalty:

*SA- Strongly Agree A- Agree N- Neutral DA- Disagree

SDA- Strongly Disagree

Sl. No.
Question SA A N DA SDA Total
1 If I like 56 33 50 28
a 9 175
brand ,I
rarely
switch
from it
just to

24
 try
somethin
g
different
2 I rarely
introduc 12 175
e new
brands
and
products
to my
colleagu
es 59 35 44 24
3 I usually
buy the
same 17 175
brands
even if
they are
only
average 59 36 48 26
Overall acceptance towards nature
of your brand loyalty 78% 50% 56% 46% 30
%

Figure 3.5 The level of acceptance towards nature of brand

loyalty

25
 If I like a brand ,I rarely
switch fromit just to try
something different
I rarely introduce new
brands and products to
my colleagues
I usually buy the same
brands even if they are
only average

TABLE 5.2 The level of acceptance towards the satisfaction level

of a Branded smartphone:

*SA- Strongly Agree A- Agree N- Neutral DA- Disagree

SDA- Strongly Disagree

Sl
. SDA To
N
o. Question SA A N DA
1

I am fully satisfied with my brand 17

60 55 28 19 13
2 I will recommend to my friends to
buy the same
68 61 25 12 9 17

26
3 The brand provides good value for
money
56 50 33 28 8 17
4 Increase in price will not hinder me
to purchase
59 44 35 24 13 17
5 Brand name and image attract me to
purchase
59 48 33 24 11 17
Overall acceptance towards the
satisfaction level of a Branded
smartphone 78% 56% 50% 46% 30%

Figure 4.1 The level of acceptance towards the satisfaction level

of a Branded smartphone:

27
 80

70
I amfully satisfied with
my brand 60
I will recommend to my
50
friends to buy the same
The brand provides good 40
value for money
30
Increase in price will not
hinder me to purchase 20
Brand name and image
10
attract me to purchase
0
SDA DA N A SA

Findings

Findings are the result of the data analyzed for the

purpose of study “Brand loyalty among smartphone users
in madurai city”.

 Majority of the respondents are Male.

 Majority of the respondents are 26-35yrs age group.

 Most of the respondents belong to self employed

 Most of the respondent belongs to 25,000-50,000

 Majority of the respondents those who belongs to Smartphone

for

its design is students category.

28
 There is negative correlation between trusting brand and
purchase

decision making.

 There is negative correlation between fulfill their needs and

loyal

to their brands.

 There is no relationship between occupation and brand model

of

the respondents.

 There is no relationship between Gender and reason for using

smart phone.

RECOMMENDATION
After analyzing the various factors relating with brand loyalty with
smartphone users, it is observed there is people believe in branded items.
Consumer brand loyalty goes out the window when grocery and drugstore
shoppers are offered in-store promotions on their smartphones, a new
survey shows. The least brand-conscious group consists of 25- to 35-
year-old shoppers, with 82 percent saying they would switch brands if
they received a mobile offer for a competing product while in a
store.Keeping this view in mind the following recommendation are made

 Overall, nearly three quarters of shoppers in all age groups said

they would

29
 switch brands if offered real-time mobile promotions delivered to
their
smartphones .
 This should probably not come as a surprise. Smartphone grocery
and
drugstore shoppers are a notoriously fickle lot to begin with in
Tamilnadu.

 Though 81 percent of smartphone owners go to grocery and

drugstores prepared with a list of items to buy, only 8 percent list specific
brands to purchase, the survey found.

 This indicates that a large majority of shoppers are making brand

decisions while they are in the stores, providing a unique opportunity for
brands and retailers to influence pre-purchasing decisions via a
customer’s smartphone.

 For years, brands have relied on traditional in-store shopper marketing

tactics such as endcap displays, dump bins and sampling programs to
influence the purchase decisions that are being made in the store
FUTURE SCOPE OF STUDY

Today a number of businesses/companies have started offering

applications and services on mobile phones, mainly using the phone
company’s internet. Smartphones are now capable of taking input or
extracting data in an Enterprise Resource Planning (ERP) programme.
Tomorrow it can make use of technology convenient for SMEs. These
could be easily be used by small and medium-scale enterprises (SME).

30
This ERP can store information like important deals, status etc, and every
time the Manager wants to get updated on any such information he can by
simply logging on to the ERP.
CONCLUSION
I conclude that study on brand loyalty among smartphone users in
madurai city is positively related to brand image and income level and
negatively related to gender and reason for buying smartphone. In order
to improve brand loyalty among smartphone users should be introduced
the importance of brand loyalty.There is a relationship between brand
loyalty and satisfaction on their smartphone.As brand marketers look for
new ways to feature their products when shoppers are considering the
competition, they should look no further than something consumers
already have in hand – their smartphones.” So that is why that the
owners of smartphones from traditional brand favourites like Nokia and
LG are less likely to remain loyal to the brand when they purchase their
next handset. It is certainly an exciting time for consumers, with what
seems like a continuous flow of new phones entering the market, all of
which boast different applications and state-of-the-art technology. It
remains to be seen whether traditional mobile phone manufacturers will
fall by the wayside as they fail to adapt to new demand for glossy brands
like Apple, or whether they’ll instead be granted another bite of the

technological cherry.

REFERENCES
APPENDIX A:

31
 WEBPORTALS:

 www.techsupportalert.com/best-smartphone-sites.htm

 Smartphones .find the best. c ww.topsite.com/best/smartphone

 Times of india.indiatimes.com

 www.forbes.com/sites/.../is-brand-loyalty-dying-a-slow-and-
painful-deat.

 en.wikipedia.org/wiki/Brand_loyalty

 www.investopedia.com/terms/b/brand-loyalty.asp

 www.studymode.com/essays/2012-07-A-Study-Of-Brand-
1537918.html

 mdh.diva-portal.org/smash/get/diva2:538845/FULLTEXT01

 http://www.useit.com/alertbox/percent-text-
read.html#sthash.vzPQiJ7t.dpuf

VII. Bibliography

 The Brand Management Checklist: Proven Tools and Techniques for

Creating Winning Brands by Brad VanAuken on page 45, page 118,
and Back Matter
 Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding
Problems and Strengthening Your Market Position by Brad VanAuken on
 All Consumers Are Not Created Equal: The Differential Marketing
Strategy for Brand Loyalty and Profits ,Garth Hallberg (Author)

32
 Research methodology – Methods & Techniques, C.R. Kothari
 Research methodology by Thanulingom – Reference for research design
APPENDIX B:

List of Figures

S.NO Figure.No. Title Page No.

1. 1.1 Types of brand building
4

2. 1.2 Definition of brands

6

3. 1.3 Priority towards the customer towards

9
brands
4. 1.4 Smartphone in various sector
19

5. 1.5 Branded smartphones.

30
6. 2.1 Popular smartphone of 2013
31
7. 2.2 Smartphone models
35
8. 2.3 Difference between smartphone and non
44
smartphone
9. 2.4 Age group of Respondent
56
10. 2.5 Occupation level of Respondent
57
11. 3.1 Income group level of Respondent
58
12. 3.2 Satisfaction level of Respondent
59

13. 3.3 Decision making among Gender 60

33
 14. 3.4 The level of acceptance towards the 67
smartphone

15. 3.5 The level of acceptance towards nature of 68

smartphone

16. 4.1 The level of acceptance towards satisfaction 70

level of a branded smartphone

List of Tables

S. Table Title Page No.

No No.
1. 3.1 Age group of the 55
Respondents
2. 3.2 Occupation level of the 56
Respondents
3. 3.3 Income group 57
4. 3.4 Satisfaction level 58
5. 3.5 Decision making among 59
Gender
6. 4.1 Rank correlation 1 60
7. 4.2 Rank correlation 2 61
8. 4.3 Chi square 1 62
9. 4.4 Chi square 2 64
10. 4.5 The level of acceptance 67
towards the smartphone

11. 5.1 The level of acceptance 68

towards nature of smartphone

34
12. 5.2 The level of acceptance 69
towards satisfaction level of a
branded smartphone

Survey Questionnaires
Direction for filling up survey questionnaire : All fields are
mandatory

35
 Personal particulars / Socio demographic parameters

Name
(Select your option)
Gender Male / Female
Age
group 18-25/ 26-35/ 36-45/ 46-55
Professi
on Employed/Self employed
Less than 25,000/ 25,000-50,000/ more than
Income 50,000

Questionnaire on brand loyalty towards purchase of smart phone:

Which brand of Smart phone did you purchase last time?

o Apple
o Samsung
o LG
o Blackberry
o Nokia
o Motorola
o Sony Ericsson
o Others

How long you are using smartphone?

o 0-2 years
o 3-5 years

36
Check the appropriate boxes for the level of your acceptance towards
the smartphone:

*SA- Strongly Agree A- Agree N- Neutral DA- Disagree

SDA- Strongly Disagree

(Please tick your response)

Sl.
No SDA
. Question SA A N DA
1 Do you change if other brand is
available in better quality?
2 I am satisfied with your current
smartphone?
3 I upgrade to new smartphone of its
release?
4 I consider the brand to be very
important in choosing a
smartphone
5 I feel good about my particular
brand of smartphone over the
other brands
6 I always find myself consistently
buying my particular smartphone,
i will stick by it.

Check the appropriate boxes for the level of your acceptance towards
the Nature of Your Brands:

*SA- Strongly Agree A- Agree N- Neutral DA- Disagree

SDA- Strongly Disagree

37
 (Please tick your response)
Sl.
No SDA
. Question SA A N DA
1 If I like a brand, I rarely switch
from it just to try something
different
2 I rarely introduce new brands
and products to my colleagues
3 I usually buy the same brands
even if they are only average in
features or quality
4 I would rather wait for others to
try a new brand than try it myself
5 I would rather stick to well
known brands when purchasing
directory advertising

Check the appropriate boxes for the level of your acceptance towards
the selecting a branded smartphone:

*SA- Strongly Agree A- Agree N- Neutral DA- Disagree

SDA- Strongly Disagree

(Please tick your response)

Sl.
No SDA
. Question SA A N DA
1 My brand of smartphone is

38
 based on my interest
2 My smartphone brand makes
me totally different from others
3 I would be really upset if , after
I bought smartphone I found I
had made poor choice
I will not be happy, if my choice
of brand is found to be poor.
4 The more often I purchase a
particular brand more I get
attached to it
5 my brand is available in almost
of all retail outlets
6 I am not very keen on any
specific brand and can go for
any brand
7 I don’t stick to any single
brand only; I shift from one
brand to another (brand
switcher)

Check the appropriate boxes for the level of your acceptance towards
the satisfaction level of a Branded smartphone:

*SA- Strongly Agree A- Agree N- Neutral DA- Disagree

SDA- Strongly Disagree

(Please tick your response)

Sl. Question SA A N DA

39
No SDA
.
1 I am fully satisfied with my brand
2 I will recommend to my friends to
buy the same
3 The brand provides good value for
money
4 Increase in price will not hinder
me to purchase my brand
5 Brand name and image attract me
to purchase
6 My choice of brand has good
functional quality

Suggestions,if
any:_______________________________________________________
______
___________________________________________________________
___________________________________________________________
______________________________________

Date:

Signature:

THANK YOU FOR YOUR TIME AND COOPERATION.

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