FINDINGS

4.1. HOW FOLLOWING FACTORS ARE CONTRIBUTING TO ANY MOBILE BRAND:COUNTRY OF ORIGIN: - Majority of the respondents feel that country of origin is important (40%) for them when they make purchase and followed by somewhat important (29%), very important (22%). But only (9%) of the respondents feel that country of origin is not important while making purchase. For instance most of the people may not go for china products even they like they hesitate to go for it. CELEBRITY ENDORSEMENT- Majority of the respondents feels that celebrity endorsement is not important for them and followed by important (27%), somewhat important (24%) and very important (7%). AFTER SALES SERVICE & WARRANTY- Majority of the respondents feels that it is very important (38%) for their branded products and followed by somewhat important (13%), important (20%), and not important (13%). Now a days no one would like to make their purchase without security for their branded products. PACKAGING- Majority of the respondents feels that packaging also plays important (44%) role in their purchase decision and followed by the somewhat important (29%), not important (15%), and very important (11%). HIGH PRICE- Majority of the respondents feels that it is somewhat important (47%) and equally shared by other options on the scale (18%). Many of the people perceive that branded products should be high price. VARIETY- Majority of the respondents responded tremendously that it is definitely influences them in making purchase decision. QUALITY- No individual responded that it is not important this statement says that Quality is how much important for any mobile brand. 71% of the respondents feel that it is important for any mobile brand.

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DESIGN/STYLE- Half of the respondents feels that it is very important for them while making purchase decision. For instance design of the apple brand makes much difference when compared to other brands.

4.2. HOW FOLLOWING FACTORS ARE CONTRIBUTING TO ANY SHAMPOO BRAND:COUNTRY OF ORIGIN: - Majority of the respondents feels that country of origin is somewhat important (45%) for any shampoo brand because people who dont aware of the brand they dont buy the product. But at the same time respondents feels that country of origin is important as well as not important (both are 24%) for any shampoo brand and followed by very important (8%) on the scale. CELEBRITY ENDORSEMENT: - Majority of the respondents feels that celebrity endorsement is important (36%) in purchasing decision and followed by somewhat important (32%), not important (23%) and very important (8%). Most of the leading brands flooded with celebrity endorsers and people may confuse with their credibility this might be the reason for mixed responses. AFTER SALES SERVICE:-Majority of the respondents feels that after sales service is not important (nearly 50%) for any shampoo brand and followed by somewhat important (27%), important (19%) and important (4%) will not contribute to push consumers towards any shampoo brand. PACKAING:-Majority of the respondents feels that packaging plays an important (47%) role in the consumers mind and followed by the somewhat important, not important and very important. Most of the respondents reveal that they attracted towards any shampoo because packaging is the one of main reason. HIGH PRICE:- From the respondents got some mixed opinions about high price of the shampoo. But majority of them feels that it should be very important (high price) and followed by the somewhat important, important and not important. QUALITY: - Majority of the respondents feels that it should be very important (77%) and followed by important and somewhat important for any shampoo brand.

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VARIETY: - Majority of them feels that it should be important (42%) and followed by very important (36%) for any shampoo brand.

4.3. HOW FOLLOWING FACTORS ARE CONTRIBUTING TO ANY SPORTSWEAR/APPARELS BRAND:CUSTOMIZATION: - Majority of the respondents feels that it is important (44%) and followed by very important (31%) and somewhat important (13%) on the scale for any Sportswear/Apparel brand. Most of the people wants to make their own edition of Sportswear/Apparels if they didnt get they may switch to another brand. COLOURS: - Majority of the respondents feels that colour is very important (55%) for any Sportswear/Apparels and followed by important (35%) somewhat important (7%) and not important (2%) on the scale. Because the intensity of colour attracts the young age group this might be the cause for switching to another brands when they are unavailable. STORE AMBIENCE: - Majority of the respondents feels that store ambience is important (44%) for any Sportswear/Apparels and followed by very important (24%), somewhat important (24%) and not important (6%) on the scale. It definitely matters when consumer comes to make a purchase if the store ambience doesnt give clarity to him/her it leads to switching to other brands. COUNTRY OF ORIGIN: - Majority of the respondents feels that country of origin is important (44%) for any Sportswear/Apparels and followed by very important (26%), somewhat important (18%) and not important (11%) on the scale. CELEBRITY ENDORSEMENT: - Majority of the respondents feels that celebrity endorsement is important (49%) for any Sportswear/Apparels brand and followed by very important (24%), somewhat important (15%) and not important (11%) on the scale. Because most of the consumers they identify themselves with celebrities when they are endorsing particular brand.

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AFTER SALES SERVICE & WARRANTY: - Majority of the respondents feels that after sales service & warranty is important (40%) for any Sportswear/Apparels brand and followed by very important (35%), Somewhat important (13%), and not important (11%) on the scale. Sometimes when consumers buy branded products if they dont give service and warranty on items they might not satisfy up to mark this also makes them switching to another brand. PACKAGING: - Majority of the respondents feels that packaging is important (44%) for any Sportswear/Apparels brand and followed by somewhat important (31%), very important (20%) and not important (4%) on the scale. DESIGN/STYLE:- Majority of the respondents feels that design/style is very important (69%) for any Sportswear/Apparels brand and followed by important (24%), somewhat important (4%), and not important (2%) on the scale. Most of the consumers they keep on buying when any new design/style releases in market if they are failed to convince them they may go for another brand. QUALITY: - Majority of the respondents feels that Quality of branded product is very important (78%) for any Sportswear/Apparels brand and followed by important (17%), somewhat important (2%), and not important (2%) on the scale. When consumers spend so much on the product if the Quality doesnt meet their level they may not repeat the purchase. HIGH PRICE: - Majority of the respondents feels that it is important (53%) for any Sportswear/Apparel brand and followed by very important (24%), somewhat important (11%), and not important (11%) on the scale. Most of the consumers think that branded products will be high price always otherwise they will perceive it as cheaper one.

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4.4. MAJOR FACTORS CONTRIBUTING TOWARDS UNDERTAKEN MOBILE BRANDS:QUALITY: - Majority of the respondents were much concerned about the quality factor when they make purchase. From the mean analysis we can say that more than half of the percentage of respondents made their purchase when they perceive it as worthy. This acts as one of the main reason behind their favorable attitude. FEATURES: - Majority of the respondents were much concerned about the features of the undertaken mobile brands and blackberry brand makes it presence as top and followed by apple. For blackberry brand this acts as unique selling proposition. BRAND NAME: - this plays a vital role in consumers minds when they make their purchase and apple brand stands as top and followed by Sony Ericson. For the apple brand this makes huge difference when compared to other brands. PRICE: - This also one of the major key factor and being the reason behind the purchasing decision. But the brands which have High brand image it is being ignore. DESIGN/STYLE: - this factor also plays an important role in consumers mind when they make purchase and majority of the apple respondent says that it is the one of the main reason behind their purchasing decision.

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4.5. MAJOR FACTORS CONTRIBUTING TOWARDS UNDERTAKEN SHAMPOO BRANDS:QUALITY: - this plays a vital role in brand shampoos and majority of the respondents have made their choice by perceiving the brand as qualitative one. COLOUR & SMELL: - this plays a vital role in the brand shampoos and majority of the respondents have made their choice by perceiving it as good. PRODUCT VARIETY: - Majority of the respondents made their choice when the brand offers them more variety and been the leading selling factor for mentioned brands. INGREDIENTS: - Majority of the respondents made their choice by looking at the ingredients of the product. This has been the leading selling factor for brands like Garnier, Clear, and Pantene.

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4.6. MAJOR FACTORS CONTRIBUTING TOWARDS UNDERTAKEN SPORTSWEAR/APPARELS BRAND:QUALITY: - Majority of the respondents made their choice because of the quality is being perceived as excellent from their consumers. For the 80% of the respondents this was the reason behind their purchase. DESIGN/STYLE: - this plays an important role in the consumer minds and more than 70% of the respondents made their choice because they like the design/style of particular brand. BRAND NAME: - Majority of the respondents feels that brand name also makes them to go for the particular brand and adidas brand perceived as high brand name from the respondents. HIGH PRICE: - Most of the respondents feel that branded products should be high and this also makes them perceive the brand as good one. COLOURS: - Majority of the respondents feel that colour of the product also makes the difference for them and make them purchasing decision and this also been the reason behind the reason behind the purchasing decision.

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5.0 CONCLUSION:This study helps to analyze the most significant factors contributing to positive brand image in select product categories namely FMCG, Electronic goods and Apparel brand. This research study will help us to determine what factors will play vital role when consumers perceive a particular brand under different product categories. It also will help us to determine what will be the unique selling proposition for individual brand in the mentioned product categories. This study helps us to determine the various factors contributing for mentioned brands under different age group of people. This study also helps us to determine the favourable attitude of consumers in the mentioned brands under different product categories.

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REFERENCE:Websites: www.managementguide.com www.howstuff works.com www.asiaresearch.com www.scribd.com www.brandinsiders.com www.dobney.com www.mymagnetic.blogspot.com www.businesstoolchest.com www.oppapers.com www.management paradise.com www.dockstock.com www.samplequetionnaire.com www.wikipedia.org

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