INTRODUCTION

1
 INTRODUCTION

The marketing strategy analysis, planning, implementation and management process

is described below. The strategic situation analysis considers market and competitor analysis,
market segmentation, and continuous learning about markets. Designing marketing strategy
examines customer targeting and positioning strategies, marketing relationship strategies and
planning for new products. Marketing program development consists of product, distribution,
price, and promotion strategies designed and implemented to meet the value requirements of
targeted buyers. Strategy implementation and management consider organizational design
and marketing strategy implementation and control.

Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and values with others. It
is a integrated process through which companies create value for customers and build strong
customer relationships in order to capture value from customer in return.

INTRODUCTION OF BRAND LOYALTY

Brand loyalty is defined as positive feelings towards a brand and dedication

to purchase the same product or service repeatedly now and in the future from the same
brand, regardless of a competitor's actions or changes in the environment. It can also be
demonstrated with other behaviors such as positive word-of-mouth advocacy. Brand loyalty
is where an individual buys products from the same manufacturer repeatedly rather than from
other suppliers. Businesses whose financial and ethical values, for example ESG
responsibilities, rest in large part on their brand loyalty are said to use the loyalty business
model.

Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or

continue to use the brand. It can be demonstrated by repeated buying of a product, service, or
other positive behaviors such as word of mouth advocacy. This concept of a brand displays
imagery and symbolism for a product or range of products. Brands can have the power to
engage consumers and make them feel emotionally attached. Consumer’s beliefs and
attitudes make up brand images, and these affect how they will view brands with which they
come into contact. Brand experience occurs when consumers shop or search for, and

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consumer products. Holistic experiences such as sense, relation, acting and feeling occur
when one comes into contact with brands.

The rapid pace of change and intense competitive pressure in today's marketplace
demand that brands continuously innovate and reinvent themselves to maintain their
relevance and market position. In this context, brand repositioning and other revitalization
strategies have become a business imperative for battling brand erosion. The appeal of brand
repositioning is further heightened by the rising costs and high risk associated with launching
a new brand.

Brand repositioning has received little attention in the marketing literature and has
mostly been treated as a variation of brand positioning. Biel, for example, has defined brand
positioning as "building (or rebuilding) an image for a brand". The goal of positioning and
repositioning strategies relates to the management of consumers' perceptions. However,
positioning focuses on the creation of brand associations - consumers' perceptions of the
attributes that differentiate the brand from competitive offers – while repositioning also
implies managing existing brand associations. The unique challenge of a repositioning
strategy, thus, lies in rejuvenating the brand image to make it relevant in an evolving
environment, while honoring the brand equity heritage.

Repositioning can be required as the market changes and new opportunities occur.
Through repositioning the company can reach customers they not intended to reach in the
first place. If a brand has been established at the market for some time and wish to change
their image they can consider repositioning, although one of the hardest actions in marketing
is to reposition a familiar brand.

According to Solomon, position strategy is an essential part in the marketing efforts

because companies have to use the elements in the marketing mix to influence the customers
understanding of the position. During the movement from something less attractive and
relevant towards a more attractive and relevant position several of strategic choices has to be
made. The ones responsible for the repositioning have to evaluate why a reposition is
necessary, and if the offer is the one who will change or just the brand name. There are
several risk factors that have to be taken into consideration when preparation for a
repositioning of the offering or the brand. During repositioning, the risk of losing the

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credibility and reliability is high and the need for a thorough strategy is therefore necessary to
avoid this occurrence. Some analyst argue that to successfully reposition a establish brand
name is almost impossible because repositioning of a brand can make the most loyal
customer to switch brand. But, in some circumstances a repositioning is necessary to gain
credibility if the brand is eroded. Whenever a reposition is in question it has to be of
relevance from a customer perspective, is this achievable? Some brands will on no account be
thought on as a luxury brand and therefore an attempt to reposition will only damage the
brand image or the actual company.

Numerous failed attempts at brand repositioning testify to the difficulty of developing

and implementing such a tactic. For example, while the soft drink brand, Mountain Dew has
remained relevant to the youth market through continuous repositioning in its thirty years of
existence, Levis' Jeans has been losing market share to newcomers such as The Gap, despite
numerous campaigns designed to reposition the brand as trendy.

The strategic importance of brand repositioning in preserving and enhancing brand

equity, coupled with the mixed results of repositioning attempts, underscores the need to
develop a better understanding of the dynamics of brand repositioning. Specifically,
questions of whether, when and how brands should be repositioned need to be addressed.
Research into brand repositioning is relevant not only to the development of brand
management theory, but also extends to corporate strategy through an examination of
corporate brands.

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COMPANY PROFILE

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COMPANY PROFILE

iPhone is a line of smartphones designed and marketed by Apple Inc. They run
Apple's iOS mobile operating system. The first generation iPhone was released on June 29,
2007, and there have been multiple new hardware iterations with new iOS releases since.

The user interface is built around the device's multi-touch screen, including a virtual
keyboard. The iPhone has Wi-Fi and can connect to cellular networks. An iPhone can shoot
video(though this was not a standard feature until the iPhone 3GS), take photos, play music,
send and receive email, browse the web, send and receive text messages, follow GPS
navigation, record notes, perform mathematical calculations, and receive visual voicemail.
Other functionality, such as video games, reference works, and social networking, can be
enabled by downloading mobile apps. As of January 2017, Apple's App Store contained more
than 2.2 million applications available for the iPhone.

Apple has released eleven generations of iPhone models, each accompanied by one of
the eleven major releases of the iOS operating system. The original 1st-generation
iPhone was a GSM phone and established design precedents, such as a button placement that
has persisted throughout all releases and a screen size maintained for the next four iterations.
The iPhone 3G added 3G network support, and was followed by the 3GS with improved
hardware, the 4 with a metal chassis, higher display resolution and front-facing camera, and
the 4Swith improved hardware and the voice assistant Siri. The iPhone 5 featured a taller, 4-
inch display and Apple's newly introduced Lightning connector. In 2013, Apple released
the 5S with improved hardware and a fingerprint reader, and the lower-cost 5C, a version of
the 5 with colored plastic casings instead of metal. They were followed by the larger iPhone
6, with models featuring 4.7 and 5.5-inch displays. The iPhone 6S was introduced the
following year, which featured hardware upgrades and support for pressure-sensitive touch
inputs, as well as the SE—which featured hardware from the 6S but the smaller form factor
of the 5S. In 2016, Apple unveiled the iPhone 7 and 7 Plus, which add water resistance,
improved system and graphics performance, a new rear dual-camera setup on the Plus model,
and new color options, while removing the 3.5 mm headphone jack found on previous

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models. The iPhone 8 and 8 Plus were released in 2017, adding a glass back and an improved
screen and camera. The iPhone X was released alongside the 8 and 8 Plus, with its highlights
being a near bezel-less design, an improved camera and a new facial recognition system,
named Face ID, but having no home button, and therefore, no Touch ID.

The original iPhone was described as "revolutionary" and a "game-changer" for the
mobile phone industry. Newer iterations have also garnered praise, and the iPhone's success
has been credited with helping to make Apple one of the world's most valuable publicly
traded companies.

HISTORY :-

The history of iPhone began with a request from inventor Steve Jobs to Apple Inc.'s
engineers, asking them to investigate the use of touchscreen devices and tablet
computers (which later came to fruition with the iPad). Many have noted the device's
similarities to Apple's previous touch-screen portable device, the Newton MessagePad. Like
the Newton, the iPhone is nearly all screen. Its form factor is credited to Apple's Chief
Design Officer, Jonathan Ive.

In April 2003, at the "All Things Digital" executive conference, Jobs expressed his
belief that tablet PCs and traditional PDAs were not good choices as high-demand markets
for Apple to enter, despite receiving many requests for Apple to create another PDA. He
believed that cell phones were going to become important devices for portable information
access, and that mobile phones needed to have excellent synchronization software. At that
time, instead of focusing on a follow-up to their Newton PDA, Jobs had Apple focus on
the iPod. Jobs also had Apple develop the iTunes software, which can be used to synchronize
content with iPod devices. iTunes was released in January 2001. On September 7, 2005,
Apple and Motorolareleased the ROKR E1, the first mobile phone to use iTunes. Jobs was
unhappy with the ROKR, feeling that having to compromise with a non-Apple designer
(Motorola) prevented Apple from designing the phone they wanted to make. In September
2006, Apple discontinued support for the ROKR, and released a version of iTunes that
included references to an as-yet unknown mobile phone that could display pictures and
video. Ed Zander (the CEO of Motorola at the time) "inspired" Steve Jobs with Moto's
multimedia (e.g., iTunes) + smartphone product concept. As a result, Apple gained a new
product concept, called "iPhone", while Motorola walked away with a limited version of
iTunes for Rokr/Slvr.

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 On January 9, 2007, Steve Jobs announced iPhone at the Macworld convention,
receiving substantial media attention. Jobs announced that the first iPhone would be released
later that year. On June 29, 2007, the first iPhone was released.

On June 11, 2007, Apple announced at the Apple's Worldwide Developers Conference that
the iPhone would support third-party applications using the Safari engine. Third parties
would be able to create Web 2.0 applications, which users could access via the internet. Such
applications appeared even before the release of the iPhone; the first of these, called OneTrip,
was a program meant to keep track of users' shopping lists.[19] On June 29, 2007, Apple
released version 7.3 of iTunes to coincide with the release of iPhone. This release contains
support for iPhone service activation and syncing.

Production

Up to the iPhone 4, all iPhone models, as well as other iOS devices were
manufactured exclusively by Foxconn, based in Taiwan. In 2011, after Tim Cook became
CEO of the company, Apple changed its outsourcing strategy, for the first time increasing its
supply partners. The iPhone 4s in 2012 was the first model which was manufactured
simultaneously by two stand-alone companies: Foxconn as well as Pegatron, also based in
Taiwan. Although Foxconn is still responsible for the larger share of production, Pegatron's
orders have been slowly increased, with the company being tasked with producing a part of
the iPhone 5C line in 2013, and 30% of the iPhone 6 devices in 2014. The 6 Plus model is
being produced solely by Foxconn.

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9
OBJECTIVES OF THE STUDY

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 OBJECTIVES OF THE STUDY

 To Study the market potentiality for I-Phone.

 To Study the acceptable price of the product.
 To Study the requirements and needs of the potential customers.
 To Study what people perceive and thinking about I-Phone and its products.
 To Study the brand repositioning strategies of I-Phone.
 To study consumer awareness and perception about the brand repositioning strategies
of I-Phone.
 To Study out the satisfaction level of people.
 To Study out the awareness level of customer.
 To Study the satisfaction amongst the customers of I-Phone.

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HYPOTHESIS

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 HYPOTHESIS

 There is significant difference the preference of customers before rebranding and

after rebranding of I-Phone.
 There is no significant difference the preference of customers before rebranding and
after rebranding of I-Phone.

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SCOPE OF THE STUDY

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 SCOPE OF THE STUDY

 To know the importance of Marketing applied by company to the market share.

 The study is limited to data obtained from 50 customer.
 The sample size taken is very small as compared to the populations size using the
product.
 The study will be conducted in Nagpur city for the period 2018-19
 The study is limited to Nagpur.

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THEORETICAL PESPECTIVE

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THEORETICAL PESPECTIVE

According to David Aaker, “Marketing Strategy is a process that allows an

organisation to concentrate its limited resources on the greatest opportunities to increase sales
and to achieve a sustainable competitive advantage”. It includes all the basic and long term
activities in the field of marketing that deals with the analysis of strategic initial situation of
the company and the formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the accomplishment of goals and marketing objectives of the
company.

Marketing strategy consists of the analysis, strategy development, and implementation

activities in: “Developing a vision about the market(s) of interest to the organization,
selecting market target strategies, setting objectives, and developing, implementing, and
managing the marketing program positioning strategies designed to meet the value
requirements of the customers in each market target”.
Strategic marketing is a market-driven process of strategy development, taking into
account a constantly changing business environment and the need to deliver superior
customer value. The focus of strategic marketing is on organizational performance rather than
a primary concern about increasing sales. Marketing strategy seeks to deliver superior
customer value by combining the customer-influencing strategies of the business into a
coordinated set of market-driven actions. Strategic marketing links the organization with the
environment and views marketing as a responsibility of the entire business rather than a
specialized function.

Because of marketing’s boundary orientation between the organization and its

customers, channel members, and competition, marketing processes are central to the
business strategy planning process. Strategic marketing provides the expertise for
environmental monitoring, for deciding what customer groups to serve, for guiding product
specifications, and for choosing which competitors to position against. Successfully
integrating cross-functional strategies is critical to providing superior customer value.
Customer value requirements must be transformed into product design and production
guidelines. Success in achieving high-quality goods and services require finding out which
attributes of goods and service quality drive customer value.
Marketing Strategy Process

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 The marketing strategy analysis, planning, implementation and management process
is described below. The strategic situation analysis considers market and competitor analysis,
market segmentation, and continuous learning about markets. Designing marketing strategy
examines customer targeting and positioning strategies, marketing relationship strategies and
planning for new products. Marketing program development consists of product, distribution,
price, and promotion strategies designed and implemented to meet the value requirements of
targeted buyers. Strategy implementation and management consider organizational design
and marketing strategy implementation and control.

 Segmenting Markets

Market segmentation looks at the nature and extent of diversity of buyers’ needs and
wants in a market. It offers an opportunity for an organization to focus in business
capabilities on the requirements of one or more groups of buyers. The objective of
segmentation is to examine differences in needs and wants and to identify the segments (sub-
groups) within the product-market of interest. Each segment contains buyers with similar
needs and wants for the product category of interest to management. The segments are
described using the various characteristics of people, the reasons that they buy or use certain
products, and their preferences for certain brands of products. Likewise, segments of
industrial product-markets may be formed according to the type of industry, the uses for the
product, frequency of product purchase, and various other factors.

 Continuous Learning about Markets

One of the major realities of achieving business success today is the necessity of
understanding markets and competition. Sensing what is happening and is likely to occur in
the future is complicated by competitive threats that may exist beyond traditional industry
boundaries. For example, Mosquito swatters in Virar market is affecting the sale of Odomos
mosquito repellent solutions from I-Phone Product.

Stage 2: Designing Market-Driven Strategies

The strategic situation analysis phase of the marketing strategy process identifies market
opportunities, defines market segments, evaluates competition, and assesses the
organization’s strengths and weaknesses. Market sensing information plays a key role in
designing marketing strategy, which includes market targeting and positioning strategies,
building marketing relationships, and developing and introducing new products.

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  Market Targeting and Strategic Positioning

Marketing advantage is influenced by several situational factors including industry

characteristics, type of firm (e.g., size), extent of differentiation in buyers’ needs, and the
specific competitive advantage(s) of the company designing the marketing strategy. The core
issue is deciding how, when, and where to compete, given a firm’s market and competitive
environment.

The purpose of the market targeting strategy is to select the people (or organizations) that
management wishes to serve in the product-market. When buyers’ needs and wants vary, the
market target is usually one or more segments of the product-market. Once the segments are
identified and their relative importance to the firm determined, the targeting strategy is
selected. The objective is to find the best match between the value requirements of each
segment and the organization’s distinctive capabilities. The targeting decision is the focal
point of marketing strategy since targeting guides the setting of objectives and developing a
positioning strategy. The options range from targeting most of the segments to targeting one
or few segments in a product-market. The targeting strategy may be influenced by the
market’s maturity , the diversity of buyers’ needs and preferences, the firm’s size compared
to competition, corporate resources and priorities, and the volume of sales required to achieve
favourable financial results. Deciding the objectives for each market target spells out the
results expected by management. Examples of market target objectives are desired levels of
sales, market share, customer retention, profit contribution, and Customer Response.
Marketing objectives may also be set for the entire business unit and for specific marketing
activities such as advertising.

The marketing program positioning strategy is the combination of product, value-chain, price,
and promotion strategies a firm uses to position itself against its key competitors in meeting
the needs and wants of the market target, the strategies and tactics used to gain a favourable
position are called the marketing mix or the marketing program.

 Marketing Relationship Strategies

Marketing relationship partners may include end user customers, marketing channel
members, suppliers, competitor alliances, and internal teams. The driving force underlying
these relationships is that a company may enhance its ability to satisfy customers and cope
with a rapidly changing business environment through collaboration of the parties involved.

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Relationship strategies gained new importance in the last decade as customers became more
demanding and competition became more intense. Building long-term relationships with
customers and value-chain partners offers companies a way to provide superior customer
value. Although building collaborative relationships may not always be the best course of
action, this avenue for gaining a competitive edge is increasing in popularity.

Strategic partnering has become an important strategic initiative for many well known
companies and brands. Many firms outsource the manufacturing of their products. Examples
include Motorola cell phones, Calvin Klein jeans, Pepsi beverages, and Nike footwear.
Strong relationships with outsourcing partners are vital to the success of these powerful
brands. The trend of the 21st century is partnering rather than vertical integration.

 Planning for New Products

New products are needed to replace old products because of declining sales and profits.
Strategies for developing and positioning new market entries involve all functions of the
business. Closely coordinated new-product planning is essential to satisfy customer
requirements and produce products with high quality at competitive prices. New-product
decisions include finding and evaluating ideas, selecting the most promising for development,
designing the products, developing marketing programs, use and market testing the products,
and introducing them to the market.

The new-product planning process starts by identifying gaps in Customer Response. The
differences between existing product attributes and those desired by customers offer
opportunities for new and improved products.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

The study of conducting research is Research Methodology. Research: The word research is
composed of two syllables “Re” and “Search”. “Re” is the prefix meaning ‘Again or over
again or a new’ and “Search” is the latter meaning ‘to examine closely and carefully’ or ‘to
test and try’. Together they form, a careful, systematic, patient study and investigation in
some field of knowledge undertaken to establish principles / policies. Research can also be
defined as-

 Search for knowledge

 Systematic and scientific search for getting relevant answers on any taken up specific
topic.
 Scientific enquiry into a subject.
 Research is a movement from the unknown to the known.
 It is the voyage of discovery Acc to Bulmer, Research is primarily committed to
establishing systematic, reliable and valid knowledge about the social world.

According to Clifford Woody, Research comprises of

 Defining and redefining problems.

 Formulating hypothesis (basic idea)
 Collecting
 Organizing
 Evaluating data
 Making decisions
 Suggesting solutions
 Reaching conclusions

Marketing is an essential aspect of every business organization, if it is to be successful. Good

marketing managers are referred to as those who have fair and are able to take decisions
based on their instincts and gut feeling in other word, this are person who are clearly tried to
understand to particular industry, there product offering, their competitor, there customer and
above all how to use marketing communication to successfully sell as product. But the
continuously changing marketing environment involves a great amount of uncertainty, risk
and above all substantial marketing expenditure.

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Most marketers are for removed from their ultimate customer the torch bear who will be the
ultimate decision maker to determine the success or failure of the product. Yet these
managers must be knowledgeable and well informed about their market, customer and
competitor so as to make good marketing decision. This is where the concept of the
marketing research facilities by providing information to aid the decision making process.

At the end of the day, for the marketing decision makers, marketing research is group of
method and technique to provide relevant information that can support analysis and decision
to do with the creation and management of marketing communication.

Before going into the definition of marketing research let us briefly examine the meaning of
terms research and market research simply stated research refers to the process of collecting,
documentating and analyzing important critical relevant information pertaining to any
problem or question. This mean that the presence of a problem or query or question implies
research is to be undertaken.

For year together, the Indian industry has always relied on entry barrier to protect it from
competition. During this period, the success of the firm depended upon political patronage
rather than operational efficiency and performance. From the customer side there was a
forced loyalty and grudging acceptance of high tariff.

However, now the integration of the Indian industry with the global economy the customer
are also becoming more aware, demanding and sophisticated, with the advent of e-commerce
and the disappearance of trade barriers, marketing firms need to stretch themselves in order
to reach out the customer.

Research Approaches-

There are two main approaches to research, namely quantitative approach and qualitative
approach. The quantitative approach involves the collection of quantitative data, which are
put to rigorous quantitative analysis in a formal and rigid manner. This approach further
includes experimental, inferential, and simulation approaches to research. Meanwhile, the
qualitative approach uses the method of subjective assessment of opinions, behavior and
attitudes. Research in such a situation is a function of the researcher’s impressions and
insights. The results generated by this type of research are either in non-quantitative form or
in the form which cannot be put to rigorous quantitative analysis. Usually, this approach uses
techniques like in-depth interviews, focus group interviews, and projective techniques.

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UNIVERSE OF STUDY :-

Universe of study for this project is Nagpur city

SAMPLE SIZE :-

The sample size is used on 50 Respondents

SAMPLE METHOD :-

This method is used in Random Method

RESEARCH STUDY

A research design may broadly be classified into three main categories

• Descriptive research: Descriptive studies are undertaken in many circumstances.

When the research is interested in knowing the characteristics of certain group such as
age, sex, educational level, occupation or income etc.

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RESEARCH DESIGN

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DATA COLLECTION

Data collection is a standout amongst the most essential stages in carrying on a research. You
can have the best research plan in the world, however, in the event that you can’t gather the
necessary data you will not have the capacity to complete your venture. Data collection is an
extremely challenging work which needs exhaustive planning, diligent work, understanding,
determination and more to have the capacity to complete the assignment effectively. Data
collection begins with figuring out what sort of data is needed, followed by the collection of a
sample from a certain section of the population.

All marketing research can tap two sources of data for investigation that are:

1) Internal sources

2) External source

Fact and figure are the raw materials with which the research work . Internal sources
are the companies own record register, documents, sales record invoices provide valuable
information regarding sales by product territories, customers, Research starts with internal
data and it is irrespective . Preliminary or the explanative phase of research usually taps the
internal source initially. All other sources and information are the external source of data.

The sampling area was Nagpur district .Almost 60 respondents were covered during
the research work .it included 2 stockiest, 5 dealers and 3 retailers and 50 customers.
Questionnaire method was followed.

Another way of classifying the source of information is -

1. Primary data
2. Secondary data
A research plan was followed for gathering primary data, secondary data or
both.

Primary Data-

When someone refers to "primary data" they are referring to data collected by the researcher
himself/herself. This is data that has never been gathered before, whether in a particular way,
or at a certain period of time.

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Researchers tend to gather this type of data when what they want cannot be find from outside
sources. You can tailor your data questions and collection to fit the need of your research
questions.

This can be an extremely costly task and, if associated with a college or institute, requires
permission and authorization to collect such data. Issues of consent and confidentiality are of
extreme importance.

Primary data actually follows behind secondary data because you should use current
information and data before collecting more so you can be informed about what has already
been discovered on a particular research topic.

Primary data is the data collected by the researcher themselves, i.e.

1. interview
2. observation
3. action research
4. case studies
5. life histories
6. questionnaires
7. ethnographic research

Secondary Data-

If the time or hassle of collecting your own data is too much, or the data collection has
already been done, secondary data may be more appropriate for your research.

This type of data typically comes from other studies done by other institutions or
organizations. There is no less validity with secondary data, but you should be well informed
about how it was collected.

There are a number of free services online as well as many other made available through your
current status as BYU students.

Secondary sources are data that already exists

1. Previous research
2. Official statistics

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DATA ANALYSIS & INTERPRETATION

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 DATA ANALYSIS & INTERPRETATION

1) Which Brand of Mobile Do you prefer?

Brand Respondent Percentage
I-Phone 25 50
Samsung 15 30
Other 10 20
Total 50 100

50
50
45
40
35 30
30
25 20
20
15
10
5
0
I-Phone Samsung Other

INTERPRETATION:
I-Mobile is more preferable brand into the market other than top ramen.
More than 50% customer likes to purchase I- Mobile. The market share covered
by Samsung Mobile is 30%. The market share covered by other companies is
20%.

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2) How much will you rate for shopping an I – Phone exclusively?

Shop Respondent Percentage

Poor 0 0
Average 0 0
Above Average 7 14
Good 36 72
Excellent 7 14
Total 50 100%

80 72

60
40
14 14
20
0 0
0
Poor Average Above Good Excellent
Average

INTERPRETATION :-

36 of the 50 respondents have rated store ambience as “Good” and 7 each

rated as “Above Average” and “Excellent”. This proves that store ambience
plays an important role in consumer perception of service quality.

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3) How does the sales representation provides service according to you?

Sales Respondent Percentage

Poor 4 8
Average 4 8
Above Average 7 14
Good 35 70
Excellent 0 0
Total 50 100%

70
70
60
50
40
30
20 14
8 8
10
0
Poor Average Above Good
Average Excellent

INTERPRETATION :-

With respect to sales personnel, 35 respondents rated them as “Good”,

while 4 each rated as “Poor” and “Average”, 7 respondents gave rating of
“Above Average”.

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4) Which brand Consumer Perception about after sales service?

Shop Respondent Percentage

Poor 7 14
Average 4 8
Above Average 4 8
Good 31 62
Excellent 4 8
Total 50 100%

70 62
60
50
40
30
20 14
8 8 8
10
0
Poor Average Above Good Excellent
Average

INTERPRETATION :-

In the survey, 31 out of 50 respondents rated after sales service as”

Good”, 4 each as “Average”, “Above Average”, “Excellent” while 7
respondents rated as “Poor”.

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5) Are you a first user or a regular user of I-Phone Mobile

Customer Respondent Percentage

First time user 23 46
More than once 27 54
Total 50 100%

54
54
52
50
48 46
46
44
42
First Time user More than Once

INTERPRETATION :-
46% were first time users and 54% reported that they have used I- Mobile
more than once.

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6) Are you satisfied by service of I-Phone Mobile

Customer Respondent Percentage

Satisfied 40 80
Not Satisfied 10 20
Total 50 100%

80
80
70
60
50
40
30 20
20
10
0
Satisfied Not Satisfied

INTERPRETATION
The Above Graph is 80% of people were satisfied but 20% were not
satisfied.

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7) Attractive discount offers?

Opinion Percentage
Strongly disagree 12%
Disagree 12%
Neither disagree not agree 18%
Agree 26%
Strongly agree 32%

35% 32%

30% 26%

25%
18%
20% 12%
12%
15%

10%

5%

0%
Strongly Disagree Neither Agree Strongly agree
disagree disagree not
agree

INTERPRETATION :-
From the above graph it is clear that the 32% Customers Strongly Agree
by the Discount & Offers, 26% Customer Agree, 18% Customer neither
disagree nor agree and 12% are Disagree.

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8) How much do you agree with the Availability of an I-Phone?

Availability Respondent Percentage

Strongly Disagree 0 0
Disagree 4 8
Neither disagree nor agree 0 0
Agree 31 62
Strongly Agree 5 10
Total 50 100%

70 62
60
50
40
30
20 10
8
10 0 0
0
Strongly Disagree Neither Agree Strongly
Disagree Disagree Agree
nor agree

INTERPRETATION :-
From the above graph 62% agreed that the availability of the product was
there, 10% strongly agreed that the availability was there while only 8% said
they disagreed with this.

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9) Are you Satisfied by Prices of I-Phone?

Price Respondent Percentage

Strongly Disagree 0 0
Disagree 2 4
Neither disagree nor agree 5 10
Agree 21 42
Strongly Agree 22 44
Total 50 100%

42 44
45
40
35
30
25
20
15 10
10 4
5 0
0
Strongly Disagree Neither Agree Strongly
Disagree Disagree Agree
nor agree

INTERPRETATION :-
From the above Graph is 44% strongly agreed that the prices are
affordable, 42% agreed that the prices are affordable whereas only 10% said
that they neither disagreed nor agreed with this.

37
10) Does I-Phone offer any schemes or discount?

offers Respondent Percentage

Strongly Disagree 0 0
Disagree 6 12
Neither disagree nor agree 0 0
Agree 27 54
Strongly Agree 17 34
Total 50 100%

60 54
50
40 34
30
20 12
10
0 0
0
Strongly Disagree Neither Agree Strongly
Disagree Disagree Agree
nor agree

INTERPRETATION :-

From the above graph is 27% agreed that the discounts offered are
attractive, 17% strongly agreed with this while 6% disagreed and said that the
discounts offered were not attractive.

38
11) Are you Satisfied by the Brand of Mobile?

Advertisement Respondent Percentage

Design 20 40
Price 15 30
Brand Image 10 20
Good Quality 5 10
Total 50 100%

40
40
35 30
30
25 20
20
15 10
10
5
0
Design Price Brand Good
Image Quality

INTERPRETATION :-
From the Above Graph is 40% Customer Satisfied by the Design of
Mobile, 30% Customers satisfied by the Price of Mobile, 20% Satisfied Brand
Image and 10% Customers Satisfied by Good Quality of Mobile.

39
12) Reasons for brand preference?

Preference Respondent Percentage

Design 20 40
Price 5 10
Brand image 10 20
Good quality 15 30
Total 50 100%

40
40
35 30
30
25 20
20
15 10
10
5
0
Design Price Brand Good
Image Quality

INTERPRETATION :-

From the Above Graph is 40% replied they prefer brand due to design
while 10% price, 20% brand image and 30% quality.

40
13) From where did you heard about the company?

Advertisement Respondent Percentage

TV 20 40
Magazines 10 20
Newspapers 15 30
Radio 5 10
Total 50 100%

40
40
35 30
30
25 20
20
15 10
10
5
0
TV Magazines Newspaper Radio

INTERPRETATION :-
From the Above Graph is 40% responded TV while 20% magazines, 30%
newspapers and 10% radio.

41
14) Are you Aware of brand I-Phone mobile?

Advertisement Respondent Percentage

Yes 6 12
No 44 88
Total 50 100%

88
90
80
70
60
50
40
30
20 12
10
0
Yes No

INTERPRETATION :-
From the Above Graph is 12% people are aware of brand I-Phone Mobile
while 88% are not aware of this.

42
15) Are you satisfied by the after sales service provided by the
Company?

Advertisement Respondent Percentage

Yes 40 80
No 10 20
Total 50 100%

80
80
70
60
50
40
30 20
20
10
0
Yes No

INTERPRETATION :-
From the Above Graph is 80% Provide the Service is best and 20
customers not satisfied by the service.

43
16) Do you prefer an appeal for the advertisement of the brand I-Phone?

Prefer Respondent Percentage

Quality 23 45
Price 15 30
Size 12 25
Total 50 100%

45
45

40

35 30
30 25
25

20

15

10

0
Quality Price Size

INTERPRETATION :-
From the Above Graph is 45% if Advertisement of Quality, 30% Price is
low of Brand and 25% Size is better.

44
17) Do you think brand name influencing your purchase decision?

Advertisement Respondent Percentage

Yes 35 70
No 15 30
Total 50 100%

70
70
60
50
40 30
30
20
10
0
Yes No

INTERPRETATION :-
From the Above Graph is 70% Brand purchase decision is better and 30%
brand purchase the I-Phone.

45
18) Which of the following offers attracts to you?

Advertisement Respondent Percentage

Cash Discount 10 20
Gift Voucher 15 30
Free Appliances 10 20
Cash Offers 15 30
Total 50 100%

30 30
30

25
20 20
20

15

10

0
Cash Discount Gift Voucher Free Appliance Cash Offers

INTERPRETATION :-
From the Above Graph is 30% Customers attract the offers by Gift
Vouchers and Cash Offers, 20% Customers attracts the Cash Discount and Free
Appliance of Buying the Product.

46
FINDINGS

47
 FINDINGS

 It is clear that the 44% strongly agreed that the prices are affordable, 42%
agreed that the prices are affordable whereas only 10% said that they
neither disagreed nor agreed with this.
 It is clear that the 27% agreed that the discounts offered are attractive,
17% strongly agreed with this while 6% disagreed and said that the
discounts offered were not attractive.
 Most of the 40% Customer Satisfied by the Design of Mobile, 30%
Customers satisfied by the Price of Mobile, 20% Satisfied Brand Image
and 10% Customers Satisfied by Good Quality of Mobile.
 It is clear that the 40% replied they prefer brand due to design while 10%
price, 20% brand image and 30% quality.
 It is clear that the 40% responded TV while 20% magazines, 30%
newspapers and 10% radio.
 It is clear that the 12% people are aware of brand I-Phone Mobile while
88% are not aware of this.
 It is clear that the 80% Provide the Service is best and 20 customers not
satisfied by the service.
 It is clear that the % if Advertisement of Quality, 30% Price is low of
Brand and 25% Size is better.
 It is clear that the 70% Brand purchase decision is better and 30% brand
purchase the I-Phone.
 It is clear that the 30% Customers attract the offers by Gift Vouchers and
Cash Offers, 20% Customers attracts the Cash Discount and Free
Appliance of Buying the Product.

48
CONCLUSION

49
 CONCLUSION

 Company must improve their other factors for sale of its product other than price and
brand.
 I-Phone Mobile have to advertise more about its product and nutrition on television.
 An effective media for positioning.
 Company have to focus on availability of brand at each and every place so that
consumer don’t switch over to other brands.
 Company should keep retaining their loyal customers by maintain their brand image
and quality.
 Hence the given hypothesis is proven here that There is significant difference the
preference of customers before rebranding and after rebranding of I-Phone.

50
BIBLIOGRAPHY

51
 BIBLIOGRAPHY

Book Reference :-

 Jha (1999) :- Service Marketing Ihb Publication

 Kothari C.R. :- Research Methodology Management, 3rd Edition, Himalaya
Publication
 Gupta S.P. :- Statistical Methods ‘13th Edition 2001’
 Kothari C.R. “Research Methodology Methods and Techniques”
 Jain P.C, Bhatt Monika “Consumer Behaviour”
 Assael Henry, “Consumer Behaviour-A Strategic Approach (2005 Indian Edition)”

Web Sites :-

 https://www.apple.com/iphone/

 https://en.wikipedia.org/wiki/IPhone
https://www.apple.com/in/iphone/

52
ANNEXURE

53
 ANNEXURE

Name :-
Gender :-
Age :-
Occupation :-
1) Which Brand of Mobile Do you prefer?
 I-Phone
 Samsung
 Other

2) How much will you rate for shopping an I – Phone exclusively?

 Poor
 Average
 Above Average
 Good
 Excellent

3) How does the sales representation provides service according to you?

 Poor
 Average
 Above Average
 Good
 Excellent

4) Which brand Consumer Perception about after sales service?

 Poor
 Average
 Above Average
 Good

54
  Excellent

5) Are you a first user or a regular user of I-Phone Mobile

 First time user

 More than once

6) Are you satisfied by service of I-Phone Mobile

 Satisfied
 Not Satisfied

7) Attractive discount offers?

 Strongly disagree
 Disagree
 Neither disagree not agree
 Agree
 Strongly agree

8) How much do you agree with the Availability of an I-Phone?

 Strongly Disagree
 Disagree
 Neither disagree nor agree
 Agree
 Strongly Agree

9) Are you Satisfied by Prices of I-Phone?

 Strongly Disagree
 Disagree
 Neither disagree nor agree
 Agree
 Strongly Agree

10) Does I-Phone offer any schemes or discount?

55
  Strongly Disagree
 Disagree
 Neither disagree nor agree
 Agree
 Strongly Agree

11) Are you Satisfied by the Brand of Mobile?

 Design
 Price
 Brand Image
 Good Quality

12) Reasons for brand preference?

 Design
 Price
 Brand image
 Good quality

13) From where did you heard about the company?

 TV
 Magazines
 Newspapers
 Radio

14) Are you Aware of brand I-Phone mobile?

 Yes
 No

15) Are you satisfied by the after sales service provided by the
Company?
 Yes
 No

56
16) Do you prefer an appeal for the advertisement of the brand I-Phone?
 Quality
 Price
 Size

17) Do you think brand name influencing your purchase decision?

 Yes
 No

18) Which of the following offers attracts to you?

 Cash Discount
 Gift Voucher
 Free Appliances
 Cash Offers

57