Brand

Management
Assignment
[Electronic Brands]

Assignment 1

Brand Sony
Pranav

Aniket

Christopher

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TABLE OF CONTENTS

INTRODUCTION ..........................................................................................................................3

DATA ANALYSIS & INTERPRETATION .........................................................................................4

PURCHASE DRIVERS ...............................................................................................................4

BRAND EXPECTATION ............................................................................................................5

AGE Vs BRAND EXPECTATION ................................................................................................6

INCOME Vs BRAND EXPECTATION .........................................................................................7

BRAND PERSONALITY- LG ......................................................................................................8

BRAND PERSONALITY- SAMSUNG..........................................................................................8

BRAND PERSONALITY- SONY..................................................................................................9

BRAND PERSONALITY............................................................................................................10

CONCLUSIONS ..........................................................................................................................12

APPENDIX…….............................................................................................................................13
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INTRODUCTION

There are so many brands flooded in the market today and consumers have wide & varied
options to select from but the question remains, why a consumer buys what he buys? Why
are consumers so particular about the brands they choose? Why does he select a particular
brand?

A brand is the personality that identifies a product, service or company and how it relates to
key people: Customers, Staff, Partners, Investors etc.

Some people distinguish the psychological aspect, brand associations like thoughts, feelings,
perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the
brand, of a brand from the experiential aspect.

The experiential aspect consists of the sum of all points of contact with the brand and is
known as the brand experience. The psychological aspect, sometimes referred to as the
brand image, is a symbolic construct created within the minds of people and consists of all
the information and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has
certain qualities or characteristics that make it special or unique. A brand is therefore one of
the most valuable elements as it demonstrates what the brand owner is able to offer in the
marketplace.

This study is therefore done to understand the Brand Perceptions held by people.

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DATA ANALYSIS & INTERPRETATION

Analysis regarding the Brand Perceptions held by consumers in Mumbai was done by taking
into consideration the following factors.

For the purpose of analysis a total of 163 respondents were surveyed and the following was
the outcome.

PURCHASE DRIVERS

Out of the total 163 people surveyed, 18% of them said that when purchasing an electronic
good they take Cost, Design & Looks and Performance into consideration.

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BRAND EXPECTATION

This is the general expectation of consumers from an electronic brand, which says that 18%
of the people go in for smarter brands followed by 16% going for stylish brands.

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AGE Vs BRAND EXPECTATION

The above data suggests that youth belonging to the age group of 20-29 gave a mixed
reaction to the personality traits mentioned above.

People belonging to 30-39 age group prefers stylish & smart brands

40-49 age group prefers smart, sophisticated & stylish brands

50+ age group are more inclined towards reliable and smart brands

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INCOME Vs BRAND EXPECTATION

People earning < Rs 25000 give more importance to Style, Reliability & Smartness of the
brand

25-40k earning people again vouch for stylish and smart brands

40-55k for smart brands

55k+ look out for more sophisticated brands.

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BRAND PERSONALITY- LG

21% of the total respondents suggested that LG is a reliable brand.

BRAND PERSONALITY- SAMSUNG

Samsung has a relatively mixed response with again reliability leading the chart
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BRAND PERSONALITY- SONY

Approx 18% of the people said that Sony is both Smart & Stylish.

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BRAND PERSONALITY

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Brand personality of all the 3 brands taken together

Most Sophisticated : Sony

Most Stylish : LG

Bold Brand : Samsung

Most Modern : Sony

Most Expertise : LG

Most Reliable : Sony

Smart Brand : Sony

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Conclusions

The following things can be concluded from the study

1. People consider Sony as the most desirable brand and is quite a rage among all the
sections & age groups of the society.

2. People want a smart electronic brand which would satisfy their needs.

3. Youngsters’ look for a combination of sophisticated, stylish, bold, modern, expertise,

reliable and smart electronic brand.

4. It is evident after this survey that each age group has a set mindset as to what they
actually look for in the brands they buy, thus manufacturers, marketers, media,
retailers etc need to reach them accordingly and satisfy their wants.

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 Appendix

FILE DESCRIPTION

Contains a snapshot of the questionnaire used

Appendix 1 to conduct the survey.

Contains the rawdata as collected via the

survey. Fields are in the sequence of the
questions and their options as given in the
Appendix 2 questionnaire. Hover the cursor over the field
heading for description of its contents.

Contains compiled results from the data as

collected via the survey. Fields are in the
sequence of the questions and their options as
Appendix 3 given in the questionnaire. Hover over the field
heading for description of its contents.

Note: Double click on the icons to open the appendix files

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