A STUDY ON IMPACT OF BRAND EQUITY AMONG CONSUMERS SPECIAL

REFERENCE TO CLOUD LAB CHENNAI

CHAPTER-I

INTRODUCTION

1.1. INTRODUCTION

Brand equity is a marketing term that describes the degree of consumer recognition of a
product by its name. Creating brand awareness is a key step in promoting a new product or
reviving an older brand. Ideally, awareness of the brand may include the qualities that distinguish
the product from its competition.
Products and services that maintain a high level of brand awareness are likely to generate
more sales. Consumers confronted with choices are simply more likely to buy a name brand
product than an unfamiliar one.
 Consider the soft drink industry. Removed from their packaging, many soft drinks are
indistinguishable. The giants in the industry, Coca-Cola and Pepsi, rely on brand
awareness to make their brands the ones consumers reach for. Over the years, these
companies have employed advertising and marketing strategies that have increased brand
awareness among consumers, and that has directly translated into higher sales.
 This higher rate of brand awareness for dominant brands in a category can serve as
an economic moat that prevents competitors from gaining additional market share.
1.1.1. CONSIDERATIONS ON BRAND AWARENESS
 The companies are now spending a great deal of energy promoting brand awareness on
these platforms. This has led to new forms of promotion in which consumers themselves
generate discussions about products and services that they like and use.
 Inevitably, consumers also share unfavorable experiences, and marketers are adapting to
that reality. It has become crucial for a company to respond to negative reviews and offer
a solution to the customer's problem, in real-time.
 But as consumers view and interact with social media posts and updates, brand awareness
will increase. For brand awareness to be most productive, consumers should be able to
connect to the company's website seamlessly from the social media platform.
1.1.2.WAYS TO CREATE BRAND AWARENESS
Print media is not the force it once was, but there are still consumers who read newspapers
and magazines. Advertisements placed strategically, such as in targeted locations in the
appropriate section of a newspaper or in specialized publications, can attract the viewer’s
attention and create brand awareness.
 For example, a new company that will be trading on the may advertise in a magazine that
focuses on global trade and currencies in order to create brand awareness among
investors.
 Advertising in physical locations such as inside stores is also used to create brand
awareness. Impulse purchase products are well-suited for in-store distribution and
advertising. A company marketing a new candy bar may distribute the product to create
brand awareness.
 Event sponsorship is another effective way to create brand awareness. Charitable
events, sporting events, and fundraisers allow for prominent visibility of a company's
name and logo.
 For example, a health insurance company may distribute complimentary company-
branded health packs at a charity marathon. This associates the brand with an act of
goodwill and community feeling. Awareness of the brand has increased, and its image
has been burnished.
 Brand awareness is a key indicator of a brand's competitive market performance. Given
the importance of brand awareness in consumer purchasing decisions, marketers have
developed a number of metrics designed to measure brand awareness and other measures
of brand health. These metrics are collectively known as Awareness, Attitudes and Usage
(AAU) metrics.
 To ensure a product or brand's market success, awareness levels must be managed across
the entire product life-cycle - from product launch through to market decline. Many
marketers regularly monitor brand awareness levels, and if they fall below a
predetermined threshold, the advertising and promotional effort is intensified until
awareness returns to the desired level.
1.1.3.IMPORTANCE OF BRAND AWARENESS
Brand awareness is related to the functions of brand identities in consumers’ memory and can
be measured by how well the consumers can identify the brand under various conditions. Brand
awareness is also central to understanding the consumer purchase decision process. Strong brand
awareness can be a predictor of brand success.
 It is an important measure of brand strength or brand equity and is also involved in
customer satisfaction, brand loyalty and the customer's brand relationships.
 Brand awareness is a key indicator of a brand's market performance. Every year
advertisers invest substantial sums of money attempting to improve a brand's overall
awareness levels. Many marketers regularly monitor brand awareness levels, and if they
fall below a predetermined threshold, the advertising and promotional effort is intensified
until awareness returns to the desired level. Setting brand awareness goals/ objectives is a
key decision in marketing planning and strategy development.
 Brand awareness is one of major brand assets that adds value to the product, service or
company. Investments in building brand awareness can lead to sustainable competitive
advantages, thus, leading to long-term value
1.1.5.TYPES OF BRAND AWARENESS
Marketers typically identify two distinct types of brand awareness; namely brand recall
I.Brand recall
 Brand recall is also known as unaided recall or spontaneous recall and refers to the
ability of the consumers to correctly elicit a brand name from memory when prompted by
a product category.
 Brand recall indicates a relatively strong link between a category and a brand while brand
recognition indicates a weaker link. When prompted by a product category, most
consumers can only recall a relatively small set of brands, typically around 3–5 brand
names. In consumer tests, few consumers can recall more than seven brand names within
a given category and for low-interest product categories, most consumers can only recall
one or two brand names.
 Research suggests that the number of brands that consumers can recall is affected by both
individual and product factors including; brand loyalty, awareness set size, situational,
usage factors and education level.
  For instance, consumers who are involved with a category, such as heavy users or
product enthusiasts, may be able to recall a slightly larger set of brand names than those
who are less involved.
II.Brand recognition
Brand recognition is also known as aided recall and refers to the ability of the consumers
to correctly differentiate the brand when they come into contact with it. This does not necessarily
require that the consumers identify the brand name. Instead, it means that consumers can
recognize the brand when presented with it at the point-of-sale or after viewing its visual
packaging. In contrast to brand recall, where few consumers are able to spontaneously recall
brand names within a given category, when prompted with a brand name, a larger number of
consumers are typically able to recognize it.
III.Top-of-mind awareness
Consumers will normally purchase one of the top three brands in their consideration set.
This is known as top-of-mind awareness. Consequently, one of the goals for most marketing
communications is to increase the probability that consumers will include the brand in their
consideration sets.
By definition, top-of-mind awareness is "the first brand that comes to mind when a
customer is asked an unprompted question about a category." When discussing top-of-mind
awareness among larger groups of consumers (as opposed to a single consumer), it is more often
defined as the "most remembered" or "most recalled" brand name.
A brand that enjoys top-of-mind awareness will generally be considered as a genuine
purchase option, provided that the consumer is favorably disposed to the brand name. Top-of-
mind awareness is relevant when consumers make a quick choice between competing brands in
low-involvement categories or for impulse type purchases.
1.2.STATEMENT OF THE PROBLEM
In the emerging knowledge based economy it has become necessary to know how much
market power lies with the brand name. The study of brand awareness is essential in marketing
planning. Customer needs and preferences keep changing where brands ultimately command
customer’s loyalty.
The realistic side of the problem is to know the acceptance level of the brand awareness
towards the product. This study will help us to understand the brand awareness and what
problems are being faced by the consumers, to which appropriate measures to be taken to solve
the problems. This project has mainly been taken up to understand the brand awareness, buying
motives to ensure the “Brand awareness towards Mahindra Open source solution apart from this,
it into understand the new opportunities in the market for the improvement of brand awareness
and sales towards the products.
1.3.NEED FOR THE STUDY

The need for the study of cloud lab Chennai taken place of consumer perception will help
the organization in determining their products as well as promotion programs.

 The project work is concerned with the study of market potential of cloud lab It is
obvious that the hi-tech machines, products are used in various places with in the country.
The various features established for the Products are more important.
 Marketing research takes very vital role in knowing and understanding customer needs
and behaviors. Keeping in view the importance of brand awareness in creating and
monitoring the potential and present customers. So it made to undertake the study of the
industrial profile, especially satisfaction towards Products in various new boards.

1.4. SCOPE OF THE STUDY

The scope of the study includes current market potential of Products with special reference to
cloud lab in Chennai. The research is useful for the company to take necessary steps for
maintaining and improving Products market.

1. This study is useful to analyze the market performance of cloud lab in Chennai.

2. Information about consumer perception on different brands of Products.

3. This study gives information about consumer awareness on cloud lab in Chennai.

4. This study is useful to know the impact of brand advertisement and consumers.

5. To find out market potential based on age and qualification.

1.5. OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

To study about the brand awareness of the in cloud lab Chennai

SECONDARY OBJECTIVE:

1. To analyze the awareness of products of cloud lab in Chennai

2. To study about the price which can attract the consumers
3. To study about the various promotional activities that influences the consumer.

1.6. COMPANY PROFILE

1.6.1.CLOUD LAB

Cloud Lab doing business as Terminal Cloud develops software solutions.

The Company offers a platform enabling the custom creation of computer programming courses
built around an interactive, container-based, command-line interface.With our many years of
experience in the field of printing and software development, we at Cloud Lab design innovative
browser-based web to print and print shop solutions.

In The Cloud Lab, a profile captures an entire cloud environment—the software needed
to run a particular cloud, plus a description of the hardware (including network topology) that the
cloud software stack should run on.

When you create a new profile, you are creating a new R Spec, and usually, creating one
or more disk images that are referenced by that R Spec. When someone uses your profile, they
will get their own experiment that boots up the resources (virtual or physical) described by the R
Spec. The easiest way to create a new profile is by cloning or copying an existing one and
customizing it to your needs.

When you clone an experiment, you are taking an existing experiment, including a
snapshot of the disk, and creating a new profile based on it. The new profile will be identical to
the profile that experiment was based on in all other respects. Cloning only works on
experiments with a single node.
 If you copy a profile, you are creating a new profile that is identical in every way to an
existing profile. You may or may not have a running experiment using the source profile. And if
you do have a running experiment, it does not impact the copy. After copying a profile, you can
then modify it for your own use.

1.6.2.WORK PROCESS

The Information Technology Association of America defines IT as the study,

development, designs, implementation, support, and management of information systems that are
computer-based. Today, IT has become a huge agent of change in different business aspects of
the society. Traditional computer applications that include data storage and programs to input,
process and output the data. Software and support for office automation systems such as word
processing and spreadsheets, as well as the computer to run them.

1.6.3.HARDLY ANY OTHER MARKET DEVELOPS AS FAST AS ECOMMERCE

DOES

With our expertise we help our customers to maintain an overview – before they even start. Our
print shop software print relies on the world’s leading online shop system Magento. It enables us
to fully automate ordering processes – from first contact in the online shop to

workflow-optimized print production. Sophisticated and intelligent print data editors, a search
engine friendly program structure as well as optimal interfacing round out the performance
portfolio of our software.

Every day we work to make web to print as we see it more user friendly. Already now we
render it possible for print shops and print service providers to easily access the world of
ecommerce.

As a team we offer active, competent and reliable support to our customers on their way
into the Cloud, with a special focus on fast and friendly customer service and support.
1.6.4.OUR HISTORY – FROM UNDERDOG TO MARKET LEADER

2012

 March 2012: Foundation of the company

 June 2012: Our web to print software print enters the market

 October 2012: Move into the first office rooms in Dortmund

 December 2012: 10 employees at 3 locations

2014

 May 2014: Cewe is now Cloud Lab customer

 July 2014: Avery – a heavyweight in the graphic arts industry opts for print

 December 2014: 15 employees at 3 locations

2015

 January 2015: Canon becomes official reseller for print in Switzerland

 January 2015: Move to Gerberstraße in Dortmund and first 3D preview

 December 2015: 20 employees at 3 locations

2016

 May 2016: Cloud Lab presents print Version 2.0 at DRUPA – the world’s largest trade
show for the print and media industry

 August 2016: Cloud Lab gains its first customer in the USA

 December 2016: 27 employees at 3 locations

2017

 January 2017: Opening of the subsidiary in Houston, Texas

 February 2017: is introduced at the Digital Print Congress

 May 2017: Cloud Lab continues to grow also spatially and opens new offices on the 3rd
floor

 June 2017:With Flyer alarm another heavyweight of the online printing industry opts for
Cloud Lab

 September 2017: Sax print, one of the largest online printers in Europe, becomes Cloud
Lab customer & our 3D Packaging Design is presented at PRINT17 in Chicago

 December 2017: 40 employees at 4 locations

2018

 January 2018: Impress Group, the biggest online printing company in the world, joins
the Cloud Lab family
  May 2018: Again a new additional office floor for us, the first Cloud Lab Customer
Conference (CCC) takes place in our office in Dortmund & our 3D Packaging Design
wins the EDP Award

 July 2018: Another great award! Our 3D Packaging Design wins the InterTech™
Technology Award

 August 2018: Cloud Lab becomes technology partner of the “Meet Magento
Association” & print also runs now on Magento 2

 December 2018: 60 employees at 4 locations

2019

 January 2019: As always, Cloud Lab celebrates a late Christmas Party – this year:
Phantasialand To be continued

 January 2019: Product launch of our corporate solution and our stand-alone editor

 February 2019: Opening of our additional office in Berlin

 May 2019: wins the EDP Award in the category “Best ecommerce solutions”

 June 2019: Product launch of our Template Gallery

 September 2019: Cloud Lab exhibits at the Fach Pack for the first time

1.6.5.BUILD YOUR OWN CLOUD

Cloud Lab provides researchers with control and visibility all the way down to the bare
metal. Provisioning an entire cloud inside of Cloud Lab takes only minutes. Most Cloud Lab
resources provide hard isolation from other users, so it can support hundreds of simultaneous
"slices", with each getting an artifact-free environment suitable for scientific experimentation
with new cloud architectures. Run standard cloud software stacks such as Open Stack and
Hadoop. Or, build your own from the ground up. The bare metal's the limit

Cloud Lab is built from the software technologies that make up Emu lab and parts of
GENI, so it provides a familiar, consistent interface for researchers.
1.6.6.OUR HARDWARE

The Cloud Lab clusters have almost 15,000 cores distributed across three sites around the
United States: Utah, Wisconsin, and South Carolina. Each cluster has a different focus: storage
and networking (using hardware from Cisco, Seagate, and HP), high-memory computing (Dell),
and energy-efficient computing (HP). Cloud Lab is interconnected with nationwide and
international infrastructure from Internet2, so it is possible to extend private, software-defined
networks right to every server.

Cloud Lab interoperates with existing test beds including , you can take advantage of
hardware at dozens of sites around the world.

1.6.7.THE DESIGN AND OPERATION OF CLOUDLAB

I.SYSTEM RESEARCHER

Given the highly empirical nature of research in cloud computing, networked systems,
and related fields, test beds play an important role in the research ecosystem. In this paper, we
cover one such facility, Cloud Lab, which supports systems research by providing raw access to
programmable hardware, enabling research at large scales, and creating a shared platform for
repeatable research.

We present our experiences designing Cloud Lab and operating it for four years, serving
nearly 4,000 users who have run over 79,000 experiments on 2,250 servers, switches, and other
pieces of datacenter equipment. From this experience, we draw lessons organized around two
themes. The first set comes from analysis of data regarding the use of Cloud Lab: how users
interact with it, what they use it for, and the implications for facility design and operation. Our
second set of lessons comes from looking at the ways that algorithms used "under the hood,"
such as resource allocation, have important---and sometimes unexpected---effects on user
experience and behavior. These lessons can be of value to the designers and operators of IaaS
facilities in general, systems test beds in particular, and users who have a stake in understanding
how these systems are built.
II.OPEN ACCESS MEDIA

USENIX is committed to Open Access to the research presented at our events. Papers
and proceedings are freely available to everyone once the event begins. Any video, audio, and/or
slides that are posted after the event are also free and open to everyone.

1.7.LIMITATIONS OF THE STUDY

The limitation in this study included the research method, the research method in this
study was used quantitative method to study the influence factors of brand equity, all the
relationship was base on the former literatures, lack of the real situation, which means this study
can combined qualitative and quantitative method, it may get the better model, because most
literatures was base on western countries, the west people's feeling and opinion was difference
compare with Chinese, if this study can conducted some deep interview or focus group, it may
get the more appropriate factors of brand equity.
Another limitation is the online survey, in the real life, when researcher collect
questionnaires, it can interaction with respondents, and explain the question, and observed the
attitude of the respondents, that can be judged which questionnaire is valid. But for the online
survey, researcher cannot know respondent's attitude, and cannot explain to them.
1.8. CHAPTER SCHEME
This study is presented in five chapters.

Chapter I - Briefly introduces statement of the problem, objectives of the study. Company
Profile and limitation of the study and chapter Scheme

Chapter II - Reviews the previous literatures relating to the study.

Chapter III – Research Methodology

Chapter IV – Data Analysis and Interpretation.

Chapter V- Summarizes the findings of the research, conclusion and suggestions.

 CHAPTER-II

REVIEW OF LITERATURE

Eda Atilgan, Safak Aksoy and Serkan Akinci, (2016) conducted a research study on
"Determinants of the brand equity: A verification approach in the beverage industry in Turkey".
This research study aims to examine the practicality and application of a customer-based brand
equity model, based on Aaker's well-known conceptual framework of brand equity. The study
concludes that brand loyalty is the most influential dimension of brand equity. Weak support is
found for the brand awareness and perceived quality dimensions.
James B. Faircloth (2015) has conducted an exploratory research study in the topic,
”Factors Influencing Nonprofit Resource Provider Support Decisions: Applying the Brand
Equity Concept to Nonprofits” . The study examines the influence of antecedent factors on
resource provider based brand equity for a NPO. The study, utilizing a telephone survey, applies
brand equity for the first time to the nonprofit sector and provides initial empirical evidence of
the multidimensional influence of brand personality, brand image, and brand awareness
antecedents of the resource providers' biased decision to support the nonprofit organization after
controlling for the influence of altruistic volunteerism. This extension of the branding literature
is adapted from the much more common customer based conceptualizations of Aaker (1991) and
Keller (1993). The results suggest an opportunity for nonprofits to compete for these vital
resources by nurturing and leveraging the antecedent factors which create resource provider
based brand equity.
Sreedhar Madhavaram, Vishag Badrinarayanan and Robert E. McDonald (2014)
contributed a research paper titled, Integrated Marketing Communication (IMC) and Brand
Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and
Research Propositions. This paper presents integrated marketing communication (IMC) and
brand identity as critical components of the firm's brand equity strategy. The findings of the
study reveals that synergy among the various marketing communication activities should
potentially make IMC more effective. This paper proposes that a well conceived and well-
communicated brand identity contributes to building brand equity by positively influencing the
IMC processes.
Jelena Jokanovic (2013) in her research study, titled Corporate Brand equity valuation
in the Food and beverage Industry in Slovenia, All other corporate brands do not add as much
value to the overall companies’ market values. The results of the study reveal that these
companies are less sensitive to consumer perceptions. Owners of the corresponding corporate
brands, have to keep in mind that the brand equity valuation is crucial for their companies. While
measures such as profitability ratios must be considered short term, the value of the brand is a
long term strategic measure, which gives indication of the future potential of both product and
company. One of the implications of the study states that the influence of equity of individual
corporate brand on the overall value of the company differs from one company to another
Thomas Bamert and Hans Peter Wehrli (2012) in their research work titled as Service
quality as an important dimension of brand equity in Swiss services industries assess the quality
dimension in CBBE measurers in the context of services and to compare it with consumer goods.
The results highlight the importance of the customer service in both consumer and service
industries. Customer service is important in consumer markets because it enriches a product in
different ways and influences brand equity dimensions as, in other words, perceived quality. In
the service industry customer service is a part of the perceived quality; more precisely it stands
for the functional quality
Janell D Townsend (2011) in his Ph D research titled, Sources and consequences of
brand equity in the automotive industry, focused to understand the effect of firm level strategic
actions on consumer based dimensions of brand equity, conceptualized as awareness, intended
loyalty, perceived quality, perceived economy, and image. The results indicate a positive effect
of advertising, as measured by annual expenditures, on all the dimensions of brand equity, except
luxury image. Innovativeness, as defined by new product introductions, positively affects all the
dimensions except perceived value. The contextual factors of region of origin and global brand
reach have mixed effects on the consumer-based dimensions of brand equity.
Roland T. Rust, Katherine N. Lemon and Valarie A. Zeithaml,(2011) in their paper
on, “Return on Marketing: Using Customer Equity to Focus Marketing Strategy”, The authors
present a unified strategic framework that enables competing marketing strategy options. The
change in the firm's customer equity is the change in its current and future customers' lifetime
values, summed across all customers in the industry. To demonstrate how the approach can be
implemented in a specific corporate setting and to show the methods used to test and validate the
model, the authors illustrate a detailed application of the approach by using data from the airline
industry. Their framework enables what-if evaluation of marketing return on investment, which
can include such criteria as return on quality, return on advertising, return on loyalty programs,
and even return on corporate citizenship, given a particular shift in customer perceptions.
Pankaj Aggarwal (2010) in his paper titled, “ The Effects of Brand Relationship Norms
on Consumer Attitudes and Behavior” quoted that, when consumers form relationships with
brands they use norms of interpersonal relationships as a guide in their brand assessments. Two
relationship types are examined: exchange relationships in which benefits are given to others to
get something back and communal relationships in which benefits are given to show concern for
other’s needs. Results also show that when the request for a return favor is immediate, the
evaluation of the communal and exchange participants is not significantly different. A notable
finding of the research is that the participants’ responses were not limited to the specific action of
the brand but extended to their overall brand evaluations as well.
Venkatesh Shankar, Pablo Azar and Matthew Fuller (2008), contributed a research
study in the topic, “A Multi category Brand Equity Model and Its Application at Allstate”, they
developed a robust model for estimating, tracking, and managing brand equity for multi category
brands based on customer survey and financial measures. They apply this model to estimate the
brand equity of Allstate--a leading insurance company--and its leading competitor, which
compete in multiple categories. The model captures the brand's spillover effects from one
category to another. In addition, the study identifies the dimensions that drive a brand's image,
examine the relationships among advertising, brand equity, and shareholder value, and build a
decision support simulator for the focal brand. The model provides reliable estimates of brand
equity, and the results show that advertising has a strong long-term positive influence on brand
equity, which is significantly positively related to shareholder value.
Woo Gon Kim and Hong-Bumm Kim (2008) in their study, Measuring Customer-
based Restaurant Brand Equity: Investigating the Relationship between Brand Equity and Firms'
Performance stated that Strong brand equity is significantly correlated with revenues for quick-
service restaurants. The study tested four elements of brand equity, namely, brand awareness,
brand image, brand loyalty, and perceived quality. Of those attributes, brand awareness had the
strongest direct effect on revenues, while loyalty had the least effect. One of the contrary finding
was that, awareness showed the smallest effect on brand equity, far eclipsed by image, loyalty,
and product quality.
 Casey, Russell Allan (2007) in his study, the effect of brand equity on brand knowledge:
An empirical and comparative analysis focuses on the reciprocal effects of brand extensions on
brand knowledge and its effect on the parent brand. Previous findings state that luxury brands
appear to be able to extend into unrelated categories. The findings also suggest that students that
attend a Historically Black College/University (HBCU) perceive brand extensions differently
than students that attend a Predominately White Institution (PWI). Conclusions suggest that
companies desiring to make an unrelated brand extension should take into consideration their
target population prior to launching a brand extension.
Peter J. Danaher, Isaac W. Wilson and Robert A. Davis (2006) in their paper, A
Comparison of Online and Offline Consumer Brand Loyalty, the authors’ compared consumer
brand loyalty in online and traditional shopping environments for over 100 brands in 19 grocery
product categories. They compared the observed loyalty with a baseline model, a new segmented
Dirichlet model, which has latent classes for brand choice and provides a very accurate model for
purchase behavior. The results show that observed brand loyalty for high market share brands
bought online is significantly greater than expected, with the reverse result for small share
brands. In contrast, in the traditional shopping environment, the difference between observed and
predicted brand loyalty is not related to brand share.
Susan M. Broniarczyk and Andrew D. Gershoff (2005) conducted a research in the
topic, “the Reciprocal Effects of Brand Equity and Trivial Attributes”. The authors present two
experiments that examine the effect of brand equity on consumer valuation of such trivial
attributes and the reciprocal effect that may have on brand equity. The results show that both
high and low equity brands benefit from offering an attractive trivial attribute in the absence of a
disclosure of its true value. Competing low equity brands benefit by sharing the trivial attribute
with a higher equity brand, whereas competing high equity brands benefit from uniquely offering
a trivial attribute.
Steve Hoeffler and Kevin Lane Keller (2004), conducted a research study in the topic,
“Building Brand Equity through Corporate Societal Marketing”. In this article, the authors
describe six means by which CSM programs can build brand equity: (1) building brand
awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand
feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The
authors also address three key questions revolving around how CSM programs have their effects,
which cause the firm should choose, and how CSM programs should be branded. The results
identified through hypothesis are Co branding through a CSM program is most appropriate as a
means to complement the brand image with the specific associations leveraged from the cause.
Self-branding a CSM program is most appropriate as a means of augmenting existing consumer
associations through emotional or imagery appeals.
James B. Faircloth, Louis M. Capella and Bruce L. Alford (2003), in their research
paper titled, the Effect of Brand Attitude and Brand Image on Brand Equity operationalizes
brand equity and empirically tests a conceptual model adapted from the work of Aaker (1991)
and Keller (1993) considering the effect of brand attitude and brand image on brand equity. The
results indicate that brand equity can be manipulated at the independent construct level by
providing specific brand associations or signals to consumers and that these associations will
result in images and attitudes that influence brand equity. The results suggest that focusing on the
constructs that create brand equity is more relevant to managers than trying to measure it as an
aggregated financial performance outcome.
Lampo, Sandra Scamardo (2002) in his PhD study titled as “An exploration of services
branding, explored the reasons for branding of services. He quoted in his study that, brand
development is crucial in services, and may be even more important to services than to products.
This dissertation contributes a theoretically- and empirically-based model of services brand
preference to the literature providing academicians and brand managers a useful framework for
understanding the relationship between services brand associations, service type, and services
brand preference. The results outlined the importance of fundamental aspects of services
branding, which gives more emphasis for the present research.
Arjun Chaudhuri and Morris B. Holbrook (2001) conducted a study in the topic, “The
Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand
Loyalty”. The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal
loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand
performance (market share and relative price). The results indicate that when the product- and
brand-level variables are controlled for, brand trust and brand affect combine to determine
purchase loyalty by high market share and attitudinal loyalty by high relative price
Tülin Erdem, Joffre Swait, Susan Broniarczyk, Dipankar Chakravarti, Jean-Noël
Kapferer, Michael Keane, John Roberts, Jan-Benedict E. M. Steenkamp and Florian
Zettelmeyer (1999), contributed a research study in the title, Brand Equity, Consumer Learning
and Choice, The objective of this paper is to explore the links between brand equity, consumer
learning and consumer choice processes in general and considering two recent trends in the
market place: Store brands and the Internet. Brand equity has generally been defined as the
incremental utility with which a brand endows a product, compared to its non-branded
counterpart. The study amplified this definition and proposed that brand equity be the
incremental effect of the brand on all aspects of the consumer's evaluation and choice process.
Lauranne Buchanan, Carolyn J. Simmons and Barbara A. Bickart (1999), written an
article labeled as Brand Equity Dilution: Retailer Display and Context Brand Effects. In this
research, the authors demonstrate that the retailer's display decisions can negate the equity of an
established brand. Specifically, the results demonstrate that high-equity brand valuations are
influenced by an unfamiliar context brand when (1) a mixed display structure leads consumers to
believe that the context brand is diagnostic for judging the high-equity brand, (2) the precedence
given to one brand over another in the display makes expectations about brand differences or
similarities accessible, and (3) the unfamiliar context brand disconfirms these expectations.
Deepak and Agarwal (1996), in their research study, “Effect of Brand Loyalty on
Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence”, In
this paper the authors examined the issue of balancing media advertising (pull strategy) and trade
promotions (push strategy) for manufacturers of consumer packaged goods. The analysis
indicates that, if one brand is sufficiently stronger than the other and if advertising is cost
effective, then the stronger brand loyalty requires less advertising than weaker brand loyalty, but
a larger loyal segment requires more advertising than a smaller loyal segment. The analysis
indicates that the retailer promotes the stronger loyalty brand more often but provides a smaller
price discount for it compared to the weaker loyalty brand. In this sense, the stronger brand plays
"offensive" by using more trade promotions, and the weaker brand plays "defensive" by
emphasizing advertising. The results shows that, the retailer promotes stronger loyalty brands
more often but provides a smaller price discount on average for them compared to weaker
loyalty brands.
Cathy J. Cobb-Walgren, Cynthia A. Ruble and Naveen Donthu(1995) in their paper
titled Brand Equity, Brand Preference, and Purchase Intent, explores some of the consequences
of brand equity. In particular, the authors examine the effect of brand equity on consumer
preferences and purchase intentions. As a result of the study, across the two categories hotels and
household cleansers, the brand with the higher advertising budget yielded substantially higher
levels of brand equity. In turn, the brand with the higher equity in each category generated
significantly greater preferences and purchase intentions
Chan Su Park and V. Srinivasan (1994) , their study on “A Survey-Based Method for
Measuring and Understanding Brand Equity and Its Extendibility” the authors develop a new
survey-based method for measuring and understanding a brand's equity in a product category and
evaluating the equity of the brand's extension into a different but related product category. It uses
a customer-based definition of brand equity as the added value endowed by the brand to the
product as perceived by a consumer. It measures brand equity as the difference between an
individual consumer's overall brand preference and his or her brand preference on the basis of
objectively measured product attribute levels. To understand the sources of brand equity, the
approach divides brand equity into attribute-based and non attribute-based components.
Kevin Lane Keller (1993) has contributed a paper in the topic, “Conceptualizing,
Measuring, and Managing Customer-Based Brand Equity”. The author presents a conceptual
model of brand equity from the perspective of the individual consumer. Customer-based brand
equity occurs when the consumer is familiar with the brand and holds some favorable, strong,
and unique brand associations in memory. The article also explores some specific aspects of this
conceptualization by considering how customerbased brand equity is built, measured, and
managed. Building brand equity requires creating a familiar brand name and a positive brand
image-that is, favorable, strong, and unique brand associations. Strategies to build customer-
based brand equity are discussed in terms of both the initial choice of the brand identities (brand
name, logo, and symbol) and how the brand identities are supported by and integrated into the
marketing program. Two basic approaches to measuring customer-based brand equity are
outlined. The indirect approach measures brand knowledge (brand awareness and image) to
assess the potential sources of brand equity. The direct approach measures the effects of the
brand knowledge on consumer response to elements of the marketing mix. This article provides
the base for this research study.
Jagdish N. Sheth (1969) , in the paper, “A Factor Analytical Model of Brand Loyalty”,
With factor analysis as a method of estimating parameters, an empirical model of measuring
brand loyalty for individual consumers based on frequency and pattern of purchases is presented.
Since we are more accustomed to probability notions, an interesting extension of this research
would be to establish isomorphic transformation of brand loyalty scores into probability
measures. The resulting probabilities would then be functions of both frequency and pattern
(history) of purchases because brand loyalty scores are themselves based on both frequency and
pattern of purchases. Despite some limitations, the method seems superior to stochastic models
for generating robust measures at the individual level. Reviews in brand loyalty are restricted
though it is an exhaustive area to explore complete reviews and it may deviate from the title.
J. Douglas McConnell (1968) , has conducted a research study titled, “The Development
of Brand Loyalty: An Experimental Study”, A field experiment with a factorial design showed
that consumers developed preferences for three brands of a physically homogeneous product
(beer), identical except for brand name and price. The significance of the experiment for
marketing researchers lies mainly in the relative importance of perceived quality as a
determinant of brand loyalty. Obviously price is only one cue to quality in the real world, and
this makes perceived quality more difficult to measure than purchases over time. Nevertheless, it
is considered that more complex models having such variables will provide considerably greater
predictive power than the stochastic models being suggested.
 CHAPTER-III

RESEARCH METHODOLOGY

3.1. RESEARCH DESIGN

“Research design is the arrangement of activities for the collection and analysis of the data in a
manner that aims to combine relevance to the purpose with economy in procedure.

For this study the design used was descriptive impact of brand equity in Salzer Electronics
Descriptive design as the name itself implies, is conducted to describe something. This study
describes the factors that lead to the. Here the descriptive research was conducted to find out the
information about the factor and to spot light the areas that need the management’s attention.

3.2.PRIMARY DATA:-
Primary data has been collected through questionnaires. The questionnaire was mostly
related to the brand equity and customer expectation Open source solution on different feature
such as the model, price, effectiveness of the brand etc.
3.3.SECONDARY DATA:-
Secondary data has been taken from bellow sources:
1. Reports
2. Pamphlets
3. Advertisement
4. Newspapers
5. Internet
3.4.SAMPLING:-
The sample of 50 has been chosen randomly from in an around employees, the people
siding in an around employees are considered as the population for the study.
3.5.SAMPLE SIZE:-
The sample size of 50 is selected randomly. The study requires on in depth survey and
keen observation in collecting data regarding the brand awareness and customer expectation of
Salzer Electronics.
3.6.SAMPLING TECHNIQUE:-
Only simple random sampling technique is adopted in selection the sample. In this
technique, each and every unit of the population has on equal opportunity of being selected in the
sample
3.7. DATA COLLECTION PROCESS:-
Based on need and objectives, types of data required for study and other sources of data
are identified.

Observation

Primary Data

Questioner
Data
Inside the New letters
Organization documentation
Secondary Data

Outside the Libraries magazines

organization ect

3.7.1.PERCENTAGE ANALYSIS

Percentage refers to a special kind of ratio. Percentages are used in making comparison
between two or more series of data. Percentage is used to describe relative terms the distribution
of two or more series of data.

No. of Respondents

Percentage of respondents = ----------------------------- X100

Total Respondents
3.7.2. Definition of Hypothesis

According to Goode and Hutt, “Hypothesis is a proposition, which can be put to test to
determine validity”.

A hypothesis can be defined as a logically conjectured relationship between two or more

variables expressed in the form of testable statement.

3.7.3. Null Hypothesis (Ho)

Null hypothesis is formulated only to test whether there is any relationship between
variables related to the problem being studied. Usually the null hypothesis usually is formed as a
negative statement.

3.7.4. Alternate Hypothesis (H1)

Alternate Hypothesis (H1) is a statement, which is accepted after the null hypothesis is
rejected based on the test result. The alternate hypothesis usually is formed as a positive
statement

3.7.5. Chi – Square Test

The chi – square test is one of the simplest and most widely used non parametric
tests in statistical work. The symbol X² is the Greek letter chi Karl Pearson first used the chi –
square test in the year 1980. The quantity chi – square describes the magnitude of the
discrepancy between theory and observation.

In this Chi – square test Yates correction is used when the value of observed frequency in less
than 10. The formula is given

X² = (|Oi-Ei|) ²/Ei

.
 CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

4.1. GENDER OF THE RESPONDENTS

Table 4.1. Gender of the Respondents

Gender of the Frequency Valid Percent Cumulative

Respondents Percent
Male 34 68.0 68.0
Female 16 32.0 100.0
Total 50 100.0
Source: Primary data

The above table 4.1. Reveals that 68 percentage of the respondents were belongs to Male
category and remaining percentage of the respondents were belongs to female category

Figure 4.1. Gender of the Respondents

Gender
Female
32%

Male
68%
4.2. AGE OF THE RESPONDENTS

Table 4.2. Age of the Respondents

Age of the Frequency Valid Cumulative

Respondents Percent Percent

Below 25 10 20.0 20.0

25-35 14 28.0 48.0
35-45 16 32.0 80.0
45-55 8 16.0 96.0
Above 55 2 4.0 100.0
Total 50 100.0
Source: Primary data

The above table examines that 20 percentage of the respondents were belongs to below
25age category,28 percentage of the respondents were belongs to25-35,32 percentage of the
respondents were belongs to 35-45,16 percentage respondents to belongs to 45-55 and 4
percentage of the respondents belongs to above 55 age category.

Figure 4.2. Age of the Respondents

Age of the Respondents

18
16
14
12
10
8
6
4
2
0
Below 25 25-35 35-45 45-55 Above 55
4.3. MARITAL STATUS OF THE RESPONDENTS

Table 4.3.Marital Status of the Respondents

Marital Status of the Frequency Valid Percent Cumulative

Respondents Percent
Married 43 86.0 86.0
Unmarried 7 14.0 100.0
Total 50 100.0
Source: Primary data

Majority of the respondents were Married and only 14 percentage of the respondents
were unmarried.

Figure 4.3.Marital Status of the Respondents

Marital Status
Married Unmarried

14%

86%
4.4. EDUCATION LEVEL OF THE RESPONDENTS

Table 4.4. Education level of the Respondents

Education Level Frequency Valid Cumulative

of the Percent Percent
Respondents
Up to Schooling 3 6.0 6.0
Diploma 9 18.0 24.0
UG 14 28.0 52.0
PG 12 24.0 76.0
Professional 12 24.0 100.0
Total 50 100.0
Source: Primary data

The above table 4.4. Analyze that 6 percentage of the respondents were
completed their schooling,18 percentage of the respondents were completed their
diploma,28 percentage of the respondents were completed their UG and 12 percentage of
the respondents were completed their professional degree

Figure 4.4. Education level of the Respondents

EducationLevel
16
14
12
10
8
6
4
2
0
Up to Schooling Diploma UG PG Professional
4.5. INCOME LEVEL OF THE RESPONDENTS

Table 4.5. Income Level of the Respondents

Income Level of Frequency Valid Cumulative

the Respondents Percent Percent

Below 15000 5 10.0 10.0

15000-25000 16 32.0 42.0
25000-35000 13 26.0 68.0
35000-45000 9 18.0 86.0
Above 45000 7 14.0 100.0
Total 50 100.0
Source: Primary data

The above table examines that 10 percentage of the respondents were income is below
15000,32 percent of the respondents income is 15000-25000,26 percent of the respondents were
income is 25000-35000,9 percent of the income is35000-45000 and 7 percent of the income is
above 45000

Figure 4.5. Income Level of the Respondents

Income Level of the Respondents

Above 45000 Below 15000
14% 10%

35000-
45000 15000-
18% 25000
32%
25000-
35000
26%
4.6.NO OF YEARS OF PURCHASE OF THE RESPONDENTS

Table 4.6. No of Years of Purchase

No of years Frequency Valid Cumulative

Purchase of the Percent Percent
Respondents
Below 2 years 12 24.0 24.0
2- 4 years 14 28.0 52.0
4- 6 years 17 34.0 86.0
6-8 years 5 10.0 96.0
Above 8 years 2 4.0 100.0
Total 50 100.0
Source: Primary data

From the above table we understood that out of 50 respondents 12 respondents

were purchasing below 2 years.14 respondents were belongs to 2-4 years,17 respondents
were belongs to 4-6 years,5 respondents were belongs to 6-8 years and only 2
respondents were purchasing above 8 years

Figure 4.6. No of Years of Purchase

No of Years of Purchase
18
16
14
12
10
8
6
4
2
0
Below 2 years 2- 4 years 4- 6 years 6-8 years Above 8 years
4.7. MODE OF KNOWN ABOUT SALZER ELECTRONICS

Table 4.7. Mode of known about Salzer Electronics

Mode of Known Frequency Valid Cumulative

Percent Percent

Television 10 20.0 20.0

Hoardings 15 30.0 50.0
Newspapers &
12 24.0 74.0
Magazines
Friends &
8 16.0 90.0
Relatives
Others 5 10.0 100.0
Total 50 100.0
Source: Primary data

The above table 4.7 table reveals that 20 percentage of the respondents known through
television,30 percent of the respondents known though hoardings,12 percent of the respondents
known through Newspapers and Magazines,16 percent of the respondents known through friends
and relatives and 10 percentage of the respondents known through others medium

Figure 4.7. Mode of known about Salzer Electronics

Mode of Known
Others

Friends & Relatives

Newspapers & Magazines

Hoardings

Television

0 2 4 6 8 10 12 14 16
4.8. CONSUMER OPINION TOWARDS BRAND AWARENESS

Table 4.8.1.Identification of Logo

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 17 34.0 34.0

Agree 19 38.0 72.0
Neutral 4 8.0 80.0
Disagree 4 8.0 88.0
Strongly Disagree 6 12.0 100.0
Total 50 100.0
Source: Primary data

From the above table we understood that majority of the respondents

agreed about identification of logo and only 12 percentage of the respondents
disagreed about identification of logo

Figure 4.8.1.Identification of Logo

Identification of Logo
Strongly Agree Agree Neutral
Disagree Strongly Disagree

8% 12%
34%

8%

38%
 Table 4.8.2.Characteristics of Cloud Lab Products

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 25 50.0 50.0

Agree 15 30.0 80.0
Neutral 4 8.0 88.0
Disagree 4 8.0 96.0
Strongly Disagree 2 4.0 100.0
Total 50 100.0
Source: Primary data

From the above table percentage analysis we understood that 50percentage of the
respondents strongly agreed that they known about characteristics of cloud lab
brands,30percenatge of the respondents were agrees,8 percentage of the respondents were
neutral,8 percentage of the respondents were disagreed and 4percentage of the
respondents were strongly disagreed

Figure 4.8.2.Characteristics of Cloud Lab Products

Characteristics of Cloud Lab

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

0 5 10 15 20 25 30
 Table 4.8.3.Recoginization of Cloud Lab brand with other Competitive Brand

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 19 38.0 38.0

Agree 19 38.0 76.0
Neutral 4 8.0 84.0
Disagree 4 8.0 92.0
Strongly Disagree 4 8.0 100.0
Total 50 100.0
Source: Primary data

Majority of the respondents were strongly agreed that they can recognize the cloud lab
brand with other brands and 8 percentage of the respondents were strongly disagreed about this .

Figure 4.8.3.Recoginization of Cloud Lab brand with other Competitive Brand

Reconginization of Brand with

Competetive Brand
Strongly Agree Agree Neutral
Disagree Strongly Disagree

8% 8%
8% 38%

38%
4.9. CONSUMER OPINION TOWARDS BRAND LOYALTY

Table 4.9.1. Repurchase of Cloud Lab Product

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 16 32.0 32.0

Agree 19 38.0 70.0
Neutral 8 16.0 86.0
Disagree 4 8.0 94.0
Strongly Disagree 3 6.0 100.0
Total 50 100.0
Source: Primary data

The above table 4.9.1 examines that 32 percent of the respondents strongly agreed about
repurchase of product,38 percent of the respondents were agreed,16 percent of the respondents
were neutral,8percent of the respondents were strongly disagreed and 6 percent of the
respondents were strongly disagreed about repurchase of cloud lab product.

Figure 4.9.1. Repurchase of Cloud Lab Product

Repurchase of Cloud Lab Product

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

0 2 4 6 8 10 12 14 16 18 20
 Table 4.9.2. Recommendations of Cloud Lab Product

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Disagree 20 40.0 40.0

Disagree 17 34.0 74.0
Neutral 6 12.0 86.0
Disagree 5 10.0 96.0
Strongly Disagree 2 4.0 100.0
Total 50 100.0
Source: Primary data

From the above table we understood that 40 percent of the respondents were strongly
agreed about recommendations of product and 4 percentage of the respondents strongly
disagreed about recommendations of the product.

Figure 4.9.2. Recommendations of Cloud Lab Product

Recommendations of Product
Strongly Disagree
4%
Disagree
10%
Neutral
12% Strongly Disagree
40%

Disagree
34%
 Table 4.9.3. Purchase of the product if the price is high

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 13 26.0 26.0

Agree 19 38.0 64.0
Neutral 11 22.0 86.0
Disagree 4 8.0 94.0
Strongly Disagree 3 6.0 100.0
Total 50 100.0
Source: Primary data

From the above table we understood that out of 50respondents 13 respondents were
strongly agreed that they will buy the product if the price also increases, 3respondents were
strongly disagreed that they won’t buy the cloud lab product if the price increases.

Figure 4.9.3. Purchase of the product if the price is high

Purchase of the product if the price is

high
20
18
16
14
12
10
8
6
4
2
0
Strongly Agree Agree Neutral Disagree Strongly
Disagree
 Table 4.9.4. Satisfaction of Cloud Lab Products

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 16 32.0 32.0

Agree 18 36.0 68.0
Neutral 7 14.0 82.0
Disagree 6 12.0 94.0
Strongly Disagree 3 6.0 100.0
Total 50 100.0
Source: Primary data

The above table 4.9.4 reveals that 32respondents were strongly agreed that they
satisfied with the cloud lab product,14 percent of the respondents were neutral opinion about
this and only 6 percentage of the respondents were strongly disagreed about satisfaction of cloud
lab products

Figure 4.9.4. Satisfaction of Cloud Lab Products

Satisfaction of Cloudlab Product

18
16
14
12
10
8
6
4
2
0
Strongly Agree Neutral Disagree Strongly
Agree Disagree
4.10. CONSUMER OPINION TOWARDS PERCEIVED QUALITY

Table 4.10.1.Quality of the product

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 18 36.0 36.0

Agree 17 34.0 70.0
Neutral 6 12.0 82.0
Disagree 5 10.0 92.0
Strongly Disagree 4 8.0 100.0
Total 50 100.0
Source: Primary data

From the table 4.10.1 we understood that 36 percentage of the respondents

strongly agreed about quality of the product,34 percentage of the respondents were
agreed about quality of the product andonly8 percentage of the respondents were strongly
disagreed about the quality of the product

Figure 4.10.1.Quality of the product

Quality of the Product

Strongly Agree Agree Neutral
Disagree Strongly Disagree

8%
10%
36%
12%

34%
 Table 4.10.2.Features of the product

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 12 24.0 24.0

Agree 18 36.0 60.0
Neutral 12 24.0 84.0
Disagree 5 10.0 94.0
Disagree 3 6.0 100.0
Total 50 100.0
Source: Primary data

The above table analyze that out of 50 respondents 12 respondents were strongly agreed
about features of cloud lab product,18 respondents were agreed and 3 respondents were strongly
disagreed about features of the product

Figure 4.10.2.Features of the product

Features

Disagree
Disagree 6% Strongly Agree
10% 24%

Neutral
24%

Agree
36%
 Table 4.10.3.Cloud Lab product is best than other Competitive Product

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 22 44.0 44.0

Agree 16 32.0 76.0
Neutral 6 12.0 88.0
Disagree 4 8.0 96.0
Strongly Disagree 2 4.0 100.0
Total 50 100.0
Source: Primary data

From the table 4.10.3 we understood that 44percentage of the respondents were
strongly agreed that cloud lab product is best than other competitive product and 12
percentage of the respondents were no opinion about this and 4 percentage of the
respondents were strongly disagreed.

Figure 4.10.3.Cloud Lab product is best than other Competitive Product

Frequency
Strongly Agree Agree Neutral
Disagree Strongly Disagree
4%
8%
12%
44%

32%
4.11. CONSUMER OPINION TOWARDS BRAND ASSOCIATION

Table 4.11.1.Unique Image of the Product

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 13 26.0 26.0

Agree 19 38.0 64.0
Neutral 11 22.0 86.0
Disagree 4 8.0 94.0
Strongly Disagree 3 6.0 100.0
Total 50 100.0
Source: Primary data

It is found from the above table that 26 respondents were strongly agreed about
unique image of the product, 38percentage of the respondents were agreed and 6
percentage of the respondents were strongly disagreed.

Figure 4.11.1.Unique Image of the Product

Unique Image of the Product

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

0 2 4 6 8 10 12 14 16 18 20
 Table 4.11.2.Trusting the Product

Consumer Frequency Valid Cumulative

Opinion Percent Percent

Strongly Agree 13 26.0 26.0

Agree 19 38.0 64.0
Neutral 11 22.0 86.0
Disagree 4 8.0 94.0
Strongly Disagree 3 6.0 100.0
Total 50 100.0
Source: Primary data

From the above table we understood that majority of the respondents were agreed that
they are trusting the product of cloud lab product and 6 percentage of the respondents
were strongly disagreed.

Figure 4.11.2.Trusting the Product

Trusting the Cloud Lab Product

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

0 2 4 6 8 10 12 14 16 18 20
4.12. CORRELATION TEST

TABLE 4.12.1. EDUCATION AND SATISFACTION OF CLOUD LAB PRODUCT

Education Satisfaction of
Qualification of Cloud Lab
the Respondents Product

Pearson Correlation 1 .865**

Education Qualification of
Sig. (2-tailed) .000
the Respondents
N 50 50
Pearson Correlation .865** 1
Satisfaction of Cloud Lab
Sig. (2-tailed) .000
Product
N 50 50
**. Correlation is significant at the 0.01 level (2-tailed).

From the above table we understood that correlation is tested between qualification of the
respondents and Satisfaction of the respondent’s .It is tested under significant level of 0.01 level.
 TABLE 4.12.2. AGE AND NO OF YEARS OF PURCHASE FROM CLOUD LAB

Age of the No of Years of

Respondents Purchase
Pearson Correlation 1 .713**
Age of the Respondents Sig. (2-tailed) .000
N 50 50
Pearson Correlation .713** 1
No of Years of Purchase Sig. (2-tailed) .000
N 50 50
**. Correlation is significant at the 0.01 level (2-tailed).

From the above table we understood that correlation is tested between ageof the
respondents and No of years of purchase of the respondents .It is tested under significant
level of 0.01 level.
 TABLE 4.12.3. EDUCATION AND RECOMMENDATIONS OF CLOUD LAB
PRODUCT

Education Recommendations
Qualification of of Cloud Lab
the Respondents Products with
Others Friends
and Relatives
Pearson Correlation 1 .842**
Education Qualification of the
Sig. (2-tailed) .000
Respondents
N 50 50
Recommendations of Cloud Pearson Correlation .842** 1
Lab Products with Others Sig. (2-tailed) .000
Friends and Relatives N 50 50
**. Correlation is significant at the 0.01 level (2-tailed).

From the above table we understood that correlation is tested between

qualification of the respondents and recommendations of cloud lab products .It is tested
under significant level of 0.01 levels.
Model Unstandardized Standardize t Sig. 95.0% Confidence
Coefficients d Interval for B
Coefficients
B Std. Error Beta Lower Upper
Bound Bound
(Constant) -.668 .266 -2.513 .015 -1.203 -.134
Education
1
Qualification of the .792 .073 .842 10.792 .000 .644 .939
Respondents
a. Dependent Variable: Recommendations of Cloud Lab Products with Others Friends and Relatives
4.13. REGRESSION AND ANOVA

Table 4.13.1.1. COEFFICIENT

4.13.1. Educational Qualification and Recommendations of cloud lab products with others

Table 4.13.1.2. ANOVA

Model Sum of Squares df Mean Square F Sig.

Regression 45.266 1 45.266 116.473 .000b
1 Residual 18.654 48 .389
Total 63.920 49
a. Dependent Variable: Recommendations of Cloud Lab Products with Others Friends and
Relatives
b. Predictors: (Constant), Education Qualification of the Respondents

4.14. CHI-SQUARE TEST

4.14.1.Education * Satisfaction of the consumers
H0: There is no association between respondent’s educational qualification and satisfaction of
consumers
Table 4.14
Chi-Square Tests
Asymp. Sig. (2-
Value Df sided)
Pearson Chi-Square 17.077a 12 .147
Likelihood Ratio 19.197 12 .084
Linear-by-Linear Association .204 1 .651
N of Valid Cases 100

a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .16.

Source:-Primary Data
As the significant value 0.147 is more than the significant level 0.05 null hypothesis (H0)
is accepted. Hence there is association between respondent’s educational qualification and
satisfaction of consumers

4.14.2.No of Years of Purchase*Recommendation of Cloud Lab Products

H0: There is no association between No of Years of Purchase and Recommendation of Cloud
Lab Products
Table 4.14.2.
Chi-Square Tests

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 20.133a 9 .017
Likelihood Ratio 20.176 9 .017
Linear-by-Linear Association .344 1 .557
N of Valid Cases 100

a. 9 cells (56.3%) have expected count less than 5. The minimum expected count is 1.20.

Source:-Primary Data
As the significant value 0.017 is less than the significant level 0.05 null hypothesis (H0)
is rejected. Hence there is association between No of Years of Purchase and Recommendation of
Cloud Lab Products .

CHAPTER-V

FINIDNGS AND CONCLUSIONS

5.1. FINDINGS

 It was found that out of 50 respondents 34 respondents were belongs to Male Category
 From the analysis we understood that 32 percentage of the respondents were belongs to
35-45 age group category
 It was found that 86 percentages of the respondents were married.
 Majority of the respondents were completed UG degree
 It was understood that 14 percentage of the respondents were earning above 45000 rupees
 34 percentage of the respondents were purchasing form cloud lab 3-4 years
 From the analysis we understood that 24 percentage of the respondents known about
cloud lab through Friends
 Majority of the respondents agreed that they can identify logos
 From the analysis we understood that 50 percentage of the respondents strongly agreed
that they know the characteristics of cloud lab products
 It was understood that 38 percentage of the respondents strongly agreed that they can
recognize the cloud lab product with other competitive product
 It was found that 6 percentage of the respondents strongly disagreed that they won’t
purchase the product from Cloud Lab in future
 It was found 10 percentage of the respondents disagreed that they won’t recommend the
product with others and relatives
 Majority of the respondents agreed that they will buy the product if the rate is increased.
 It was found that 6 percentage of the respondents strongly disagreed about satisfaction of
the cloud lab products
 It was found that out of 50 respondents 6 respondents gave neutral opinion towards
quality of the product
 Majority of the respondents agreed about features of the product
 From the analysis we understood that 44 percentage of the respondents were strongly
agreed that cloud lab product is best than other competitive products
 Majority of the respondents agreed that cloud lab products are having unique image
 From the analysis we understood that 36 percentage of the respondents strongly agreed
that they are trusting the cloud lab products
5.2. CONCLUSIONS

Branding has become so strong that today hardly anything goes unbranded particularly
the reason that branding helps buyers in many ways. Brand name helps the consumer to identify
products that might benefit them, and for familiarizing brand name advertisements play key role.
Brands also tell the buyer something about the product quality. Buyers who always buy the same
brand know that they will get same features, benefits, and quality each time they buy. In this
way, it is found that a powerful brand has high brand equity, higher brand loyalty, name
awareness, perceived quality, strong brand associations and other assets such as patents,
trademarks and channel relationship.

However it is important to note that fundamental asset underlying brand equity is

consumer equity and hence proper focus of market planning is required to extend life value to the
legal consumers. All these aspects facilitate the brands to go for brand extension where
successful brand name helps in launching new products. The very important point to be
considered is that if a brand extension fails, it may harm consumer attitude towards the other
products that carry the same brand name. It is worth to note that a brand name may lose its
special positioning in the consumer’s mind through over use and hence the companies intend to
use the old name.