SUMMER INTERNSHIP REPORT ON Branding and competitive analysis of portable voice amplifier of Kores (India) Ltd.

For Kores (India) Ltd.

In Partial Fulfillment of Award of Master of Business Administration (M.B.A.)
(Affiliated to U.P. Technical University Lucknow)

Submitted To: Mr. A.S.Chauhan

Submitted by:Alok Kumar Singh

Session 2011-2012 Department Of Management

Declaration

I, Alok Kumar Singh student of Masters of Business Administration from Babu Banarasi Das (National Institute Of Technology and Management) hereby declare that I have completed Summer Internship Projects in Kores(India) Ltd. as part of the course requirement .

I further declare that the information presented in this project is true to the best of my knowledge.

Date

Alok Kumar Singh

Acknowledgement

I would like to express my gratitude to my Industry guide Mr. A.S.Chauhan for his support and encouragement for the project. I would also like to thank all my respondents for their support and helping in my project work

Alok Kumar Singh

Contents
Declaration Certificate from Industry Guide Certificate from Faculty guide Acknowledgement

S.No.
1

Chapter Name Introduction and objective Literature Review Research Methodology Data Analysis Conclusion Recommendations, suggestions and limitations

Page No

2 3 4 5 6

References Appendix

CHAPTER 1

INTRODUCTION OF THE COMPANY & OBJECTIVE OF THE STUDY

INTRODUCTION

Kores (India) Limited was incorporated in 1936 inter-alia with the object to take over the Indian business operation of W. KORESKA then carried on in Kolkata and Mumbai mainly in the field of stationery products. In 1956, the late Mr. Krishnalal Thirani acquired majority share holding and took over the management of Kores (India) Limited. Since then, it has grown rapidly and diversified into several fields. The driving force behind the KORES of today is a dream. The dream of Mr. K.L. Thirani. He dreamt of India as a country developing innovative technologies and business practices that would eventually help become a strong economy. In realization of his dream, KORES has consistently grown by well planned approach of expansion and diversification. KORES has the seal of excellence and reliability and above all the trust of its customers for the past more than 75 years. The deep rooted trust of customers is earned through the high quality products and consistent service provided by dedicated employees.

Financial Kores (India) Limited since incorporation has been growing steadily in business while gaining deep rooted confidence of customers reinforced with trust factor. Year ending March 2010 we would be closing at a business value of INR 700 Crores. A steady growth is planned to achieve the long-term business objectives. Social Responsibilities Kores (India) Limited has identified Education and Health as the areas to concentrate on social cause and have been providing support for running educational institutions and primary health centers in rural areas.

Walk N Talk Voice Amplifier

Since the last few years Kores been adding more products to its range of Presentation Accessories which earlier consisted only of Boards, Markers & Dustless Chalk. Products like
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DLP Projectors, Visualiers, Document Cameras, Projection Screens, etc. have given a new direction to Kores (Office Products Division) is now a company also into technology driven products. When we talk of technology driven products, technology keeps changing at a rapid thus opening doors for newer and innovative products making life comfortable and easy for the user. Keeping pace with technology, Kores has now introduced a unique and beautiful product that fits perfectly into it range of Presentation Accessories Kores Walk N Talk Voice Amplifier. WHAT IS KORES WALK N TALK VOICE AMPLIFIER? Kores Walk N Talk Voice Amplifier is a personal mini public address system which amplifies the voice of the speaker and makes him/her audible in any part of the room or in a small crowd. It enhances the voice of a person 6 times. With Kores Walk N Talk Voice Amplifier, there is no need of hiring expensive Public Address Systems. Just attach the amplifer to the waist, plug in the neck-worn microphone to the amplifier, switch the system ON and Kores Walk N Talk Voice Amplifier is ready for use. Besides, it is handy and easy to operate. The specifications & features of Kores Walk N Talk

Voice Amplifier are as under: SPECIFICATIONS:

8 Watt Speaker (enhances your voice 6 times)

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Power Management: 4 x AAA chargeable batteries Charging Time: 4 to 8 hours Usage Time: Indoor 10 hours, Outdoor 6 hours Dimensions: 83mm width x 84mm height x 33mm Depth Weight : Only 175 grams

FEATURES:

Portable & can be taken almost anywhere Clear Voice Reproduction Effective for an audience of 100 to 120 people Helps one save your energy and get through your day effortlessly Audience can hear and understand the speaker better Adjustable strap with quick release buckles (sling across the body or waist) for Women Stainless Steel belt clip for easy fastening for Men Flexi-arm neck-worn microphone piece for comfortable wearing

Kores aims to target Teachers in Schools, Colleges, Educational Institutes, Management Institutes, Training Institutes, Corporates (for board meetings, presentations) , Hotels, Banks (for calling token number), Political Parties (for party meetings), Police Force, Airlines (for making announcements while issuing boarding pass, boarding of aircraft), Courts, etc. for selling this product. Kores is confident that given the quality of the product, its advantages over expensive & bulky sound systems and competitive pricing, it will be a big success in time to

come. For more details on Kores Walk N Talk Voice Amplifier, please call on 02240974460/40974442. Source: PSS

Project
Branding and competitive analysis

Objectives of the study:

The objective of doing this live project was to know about the branding and competitive analysis and what should be the strategies adopted to fill the gap areas. 1. To find out areas of improvement in portable voice amplifier of koress performance 2. To do a competitive analysis between the performance of kores and other players in the market 3. To find and analyze the effect of brand over the customers and the level of satisfaction of koress customers and that of the customers of the other players in the market 4. To study the brand awareness and satisfaction level of customers in different attributes of voice amplifiers.
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CHAPTER 2
REVIEW OF LITERATURE

LITERATURE REVIEW
Secondary Data

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Kores (India) has many divisions like

Office products International business Business and computers Foundry Textiles Pharmaceuticals and chemicals Real estate Engineering International business

Office Stationery Kores offers an almost entire range of stationery you need in Office Stationery. Name it and you have it from Kores. Kores prides in being the only stationery company offering the complete range of Office Stationery Products.
Paper Products

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Stencil Paper Duplicating Paper Pen & Pencil Carbon Papers

Inks

Duplicating Inks Other Inks

Ribbons

Correction Accessories

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Tapes & Adhesives

Markers

Highlighters

Staplers & Pins

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Punches

Punching Machine KP-80

Digital Electronic Safe

Secura Cash Box

Note Counters

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General Stationery

Labelling Solutions

Kores are the sole distributors of Brother International, Japan for P-Touch Label Printers in India. With Brother P-Touch Label Printers, you get instant, durable, laminated labels at the press of a few buttons. These labels give a very professional touch to your office/business.

Student Art Materials

Kores has also entered the student stationery segment with a range of Student Stationery like Pencils, Geometry Boxes, Erasers, Scales, Crayons, Water Colors, Poster Colors, Modeling Clay, etc. So children Grow Up With The Kores Kids Khazana.

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Gifting Solutions

Kores presents a range of fabulous gift packs that make the perfect gift for any occasion. These gifts are certain to leave an everlasting impression. Presentation Accessories

Add life to your presentation with the Kores range of Presentation Accessories that includes DLP Projectors, OHP Projectors, Screens, Boards, Mini Voice Amplifier Systems, Markers, etc.
DLP Projectors

Vivitek DLP projector -

OHP Projectors

LIBERTY VISION 250

Research based on voice amplfiers

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Teaching is an occupation with a high incidence of voice problems (Herrington-Hall, Lee, Stemple, Niemi, McHone, 1988; Rantala, & Vilkman, 1999; Smith, Gray, Dove, Kirchner, & Heras, 1997; Titze, Lemka, Montequin, 1997). Smith and colleagues found that while teachers comprise only 2% of the working population, they constitute 16% of hospital voice clinic populations diagnosed with a voice disorder. Twenty percent of the teacher population analyzed by Smith reported missing work as a result of a voice problem. Research findings in Europe, led by Rantala, concluded that as many as 50% to 80% of teachers experience or have experienced voice problems (p.484). Eustace (1996) determined that teachers are the second largest occupational group reporting chronic laryngeal fatigue.

Participants Teachers from four school systems participated in this study. Data were collected in 2001 and 2002 from approximately 500 teachers from elementary, middle, and secondary schools. The current data are based on the results of 230 teachers who reported experiencing voice problems related to classroom teaching. One hundred ninety seven (86%) were female and thirty three (14%) were male. The mean number of years teaching was 14 with a range of one to 35 years.

Method Data were collected via questionnaire to obtain information on 29 areas of voice problems and associated factors, including: school setting, subject area, voice use, gastroesophageal reflux, sinus/allergy problems, caffeine intake, hydration, presence, symptoms, type and severity of
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voice problems experienced, if the problem has affected teaching, and the number of days missed from work. Results More than 47% of the teachers surveyed (230 out of 480) thought that they currently had a voice problem or had experienced a voice problem in the past year.

School Setting The 230 teachers reporting voice problems in different school settings: Kindergarten: 5%, 12/230 Elementary: 35%, 79/230 Middle: Secondary: 22%, 50/230 27%, 61/230

Two or more: 11%, 25/230

Teaching Situation The 220 teachers reporting voice problems represented a variety of instructional areas and situations: 79% were Classroom teachers 13% were Music teachers 4% were PE teachers 4% were Band teachers

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Vocal Demands Time speaking: Teaching: 9.57 hours/day 6.57 hours/day, 5.03 days/week

Outside vocal activities: 6.31 hours/week, 2.74 times/week

Teachers Rated Voice Problems as Mild, Moderate, or Significant Mild: 63%, 140/230

Moderate: 31%, 68/230 Significant: 7%, 15/230

The Five Most Common Voice Symptoms Reported by Teachers: Hoarseness: Frequent throat clearing: Effort or strain to speak : 87%, 201/230 41%, 95/230 38%, 88/230

Voice gives out during the day: 31%, 71/230 Weak, tired voice: 27%, 61/230

Most Common Voice Problems Reported by Teachers: Quality: 47%, 107/230

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Durability: Loudness:

41%, 96/230 36%, 83/230

Consistency: 21%, 49/230 Pitch: 18%, 43/230

Water intake Teachers with voice problems drank 3.81 glasses/day Teachers without voice problems drank 3.24 glasses/day

Caffeine intake Teachers with voice problems drank 2.15 caffeinated beverages/day Teachers without voice problems drank 3.22 caffeinated beverages/da Voice Problems Affect Teaching 52% of teachers (115/222) feel that problems with their voice have mildly to moderately affected their ability to teach. 9% of teachers (19/222) feel that problems with their voice have moderately to greatly affected their ability to teach. 21% of the teachers (48/227) or 10% of the total number surveyed missed work within the past year due to problems with their voice.

Discussion The results indicate that 47% of teachers experience or have experienced problems with their voice, which is greater than the 16% found by Smith. Elementary teachers (40%) were most
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likely to experience voice problems, followed by Secondary teachers (27%), Middle School teachers (22%). Teachers were asked to rate the severity of voice problems. 63% rated their voice problem mild, 31% moderate, and 7% significant. 52% think that voice problems have mildly to moderately affected their ability to teach and 9% think that problems with their voice have moderately to greatly affected their ability to teach. 21% of the teachers or 10% of the total number surveyed missed work within the past year due to problems with their voice. Those teachers missing work missed an average of 2.4 days per teacher per year due to voice problems. Clearly, teachers are likely to develop voice problems which can affect their ability to teach. Teachers who complain of sinus problems, throat problems, have vocal activities outside the classroom are more likely to develop problems. Further research to identify those teachers most likely to develop problems is necessary. If problems develop recent work by Roy, N., Gray,S., Simon, M., Dove, H., Corbin-Lewis, K., & Stemple, J.(2001) and Roy, N., Weinrich, B., Gray,S., Tanner, K., Toledo, S., Dove, H., Corbin-Lewis, K., & Stemple, J.(2002) has demonstrated effective measures, such as vocal function exercises or the use of amplification in the classroom, to improve voice production in the classroom. (Source : Research and Markets )

Research & Development The Research & Development has an important role in the success of our division. It is recognized by the Department of Science & Technology, Government of India. With the well equipped and updated facilities, it is capable of developing and synthesizing molecules
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up to kilo levels. It undertakes challenging chemical synthesis based on specific customer requirements. R&D is equipped with Gradient HPLC, FT-IR, GC with Head Space Analyzer and other regular analytical instruments. The development of the product characterization, impurity profiling and all other activities follow the ICH Guidelines. Processes are transferred to the Production Department through documented procedure for Technology Transfer.

The facilities in R&D provide scope to the qualified and experienced scientists to work in a free and competitive environment, resulting in a broad range of products. The most noticeable achievements are in the fields of Xanthine and Oxazole chemistry. The department has developed a number of products for European customers with complete Confidentiality and Exclusivity. Quality Assurance Quality has always been our motto and our continuous efforts towards attaining the highest levels of quality have ensured that our product specifications are of international standard. We have an established Quality Assurance and Quality Control systems, which encompasses activities both manufacturing control as well as sampling, analysis and release of relevant raw materials, intermediates and Active Pharmaceutical Ingredients (APIs). Keeping in mind the fast changing times, our QC is well equipped with sophisticated equipments / instruments / systems / qualified personnel.
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The QA / QC system and Laboratory has been audited by a number of overseas as well as Indian customers and approved as a vendor

Growth Drivers - Service and Modernization: The underlying growth drivers for maintenance, modernization and service revenue are quite distinct to those for new equipment sales. In 2005, more than two thirds of all existing units were estimated to be more than 20 years old. In the context of changing safety and performance requirements, demands on this old equipment are becoming more stringent. This need for modernization is not present to the same extent in the developing economies of Asia since the installed base is much younger and rapidly growing.

Other trends that drive modernization work in the Western world are hardly present in developing economies; neither does Asia suffer from a rapidly ageing population nor are regulations as stringent as they are in the West. Maintenance activity is regulated and enforced by law in most developed countries, with a certain number of maintenance visits required per year. This provides for relatively predictable future cash flows.

In the industrialized countries, sales of maintenance and upgrade services are expected to grow at higher rates than new equipment sales supported by an expanding installed base, safety requirements and the ageing of current installations.
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( Source : Business Review 2008 )

CONSUMER PERCEPTION IN VOICE AMPLIFIER INDUSTRY

With better understanding of customers perceptions, companies can determine the actions required to meet the customers needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out the future progress and improvement. Customer satisfaction measurement helps to promote an increased focus on customers outcomes and stimulate improvements in the work practices and processes used within the company. Customer expectations are the customer defined attributes of your product

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or service. We cannot create satisfaction just by meeting customers requirements fully because these have to be met at any case. However falling short is certain to create satisfaction. Major attributes of customer satisfaction can be summarized as: Product quality Product packaging Keeping delivery commitments Price Responsiveness and ability to resolve complaints and reject reports Overall communication, accessibility and attitudes

Values

Benefits

Features Attributes

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We cannot begin to address the customer satisfaction issue we define the parameters and measures clearly. The buying process involves the following steps:

Problem recognition Information search Evaluation

Decision

Buy

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Dissastisfaction = Brand

Post purchase Dissonance

Satisfaction = Brand

 The fact that word of mouth sales are a big deal in this industry has also helped. Industry players and market surveys reveal that 30-40 percent of sales are through the word of mouth.

Recommendation comes from satisfaction and satisfaction comes from quality

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It is possible to set up any yardstick for relationship between a buyer and a seller. No two organizations can have similar set of rules for maintaining relationship. Even if on a particular occasion a situation prompted a particular behaviour, it is not necessary that a similar behaviour is necessary on other occasion. The time, place and group of person might be the same but behave in different way, though circumstances and situations might be identical. A buyer is also a seller. A seller is also a buyer. Both could also be customers. To make the point clear let us take the example of a trader who buys goods for resale or a buyer who buys goods and then sells it after value addition. Therefore, you cannot show same behaviour when you are in the role of a buyer as then your priorities are different then when you are in the role of a seller.

Let us for some time consider our own behaviour in our own house with our family members.
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Are we all at times act in similar manner in a given set of situation? Perhaps not! What are the factors that motivate our behaviour?

It is my sincere opinion that our senses, mental state of mind and our capacity of physical endure to react to given situation play an important role in our behaviour as seller, buyer or customer. At no two given time perhaps we are in alike condition. Our behaviour will therefore, show different relationship. The relationship is product of our own emotions. We may be having more or less in similar given condition if we can control our emotions. This is very difficult if perhaps not impossible.

Looking purely from they viewpoint of a customer the relationship could be short time or long time. it is primarily dependent on the objective of the customer and the supplier or vendor. A customer will always wish for a long term relationship with the vendor. The vendor on the other hand has his own values and objectives. The whole talk about customer satisfaction or customer delight turn meaningless when all over the place we see customers not satisfied with the service level provided by the vendors. Whether it is sellers market or buyers market in India generally the customers is taken for granted and his endurance is tested to breaking limit. We have live examples of customer taken for a ride all around us. The voter is customer to the governments elected by him. In return he is entitled for certain basic fulfilments of promises by the elected member of the government. This is the guarantee clause attached to the democratic system. But where are we in customer satisfaction. What about a builder who has taken advance from

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persons who booked the flat then to provide the flats by scheduled date? Or he has provided the flat then the work is not done as promised.

We talk of customer focused management. Who is the customer we are talking about? It is the ultimate user of goods and services? It is the internal as also external customers? It is an intermediate customer. Who so ever it may be, there is a foundation laid to build up or develop relationship on business objectives. The business objectives are based on the return on the investment. Speaking as a matter of fact no businessman will extend any facility without charging the price to remain remunerative on the investment pundits. To explain the point precisely let us sees some of the motives kept in mind to set objectives for objectives for customer satisfaction.

1. Personal Gains: one of the parties for Its hidden of some personal gain develops relationship by showing friendship, nearness and some advantage. The personal gain is so intense that the party oriented to be a well wisher of the other. In more then 60% cases innocent people fall prey to the cunnings of one party and repent later. There are several cases in Indian industry where for personal gains goals have been finalized both in public and private sectors. Some have been termed as scan other as scandals. This does nor requires any further explanation.

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2. Mutual Gains: the two parties in this situation joint together for mutual gain irrespective of the act that by their personal gains the organization they serve and the ultimate customer is going to suffer. This involves a give and take policy. One is giving advantage to the others for mutual gains at the coast of their organizational interest. Both are cheats form an unholy alliance. The organisational should see through their gain programmes are on rise in present day economic scene. Many a time dealership is awarded on consideration of mutual gains. This is very common in large variety of consumer durable, projects floated for investments in mutual funds, plantation programme etc. where every day we read in newspapers that customers are left with hardly any avenue for relief. The principal party and agents just disappear in the air. Very little legal remedy is available against such unholy alliances. Many eminent personalities have formed such unholy alliance for mutual gains to attract simple customers. 3. Social gains: Alliance formed for social gains are those where society at large is the

gainer. Nationalization of banks, petroleum companies, coal mining industry are few examples of alliance formed for social gains. The objective was to ensure proper and planned growth of core sector and save the customers and public at large from exploitation. The story is however, different as desired objectives could not be reached due to formation of alliances in government and within organizations based on impersonal and mutual gains. Nowhere the focus is on customer. Many of us have experienced rude and unbearable treatment at nationalized banks while drawing our own money. We are drawing our money not begging. I have seen a senior citizen at the bank counter virtually begging for hours to get his pension cheque en cashed. It is an ordeal to get the bank draft made at the banks. However, this are easy if one enters into unholy alliance for mutual and personal gains.

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4. Organizational gains: This is the area where we should have maintained main trust for long term benefit to customers. Customer focused management should be the only objective of every organization. It is at this place that buyer, seller and customer should form a strategic alliance without taking advantage of one or the other. If they join hand wend work for all round gain the result would be great. The theory of organizational gain in many western nations, Japan and some other south eastern countries has already been recognized. These countries have long back focused their business on customer satisfaction and customer delight. Unfortunately, in India even alliance made with the industrial giants and premier brand names of these countries could not show the same results. The only reason that comes to my mind is that we as Indians do not have a sincere desire on marginal attitude towards customer focussed business or trade. The Indian entrepreneurs perhaps still not aware of market volatility and the foreign partners have studied the Indian business mentality. Unfortunately, the economic planners and their mentor have not seen the plight of ultimate customer both in the industrial or domestic consumables. There remains a gap in programmes and implementation. This is again due to the relationship developed for personal and mutual gains. It is for this reason that Indian economy is not able to reach to a level where it should be after 51 years of independence and our rich heritage. None of our programmes and policies are really customer oriented. It is therefore, right time that management at least in Indian industry try and focus attention on the customers. 5. Onetime gains: There are situations where a relationship is made for one time gain. Both the parties join together, fulfil the task expected from each and then depart with no obligation what so ever on either side. All onetime contracts are example of such one time gain. Once the deal is concluded the relationship is severed. But do we have such one time gain contracts?

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6. Permanent Gains: Such alliances are made in business world for long time gain to both the sides i.e., the buyer and seller. This is more or less lifetime alliance and therefore, permanent in nature. The buyer or customer gets goods or services from a supplier for a life time use. The seller on the other hand buildup a life time goodwill. This is based on zero defect principle. The seller ensures that after sales service is provided to the customer for the life time utility of the product, goods and services. The customer receives maximum return on his investment. A satisfied customer is perhaps the best and least costly advertiser. A dissatisfied customer is perhaps the worst enemy moving loose in the cruel world of business. Recommendation of a delightful customer is having stronger unpack on prospective customers than any amount of multimedia advertisements. A goodwill build upon satisfied customers will be more potent for growth in sales than any sales promotion gimmicks adopted by any smart salesman. Several examples of customers delight are available for goods and services. A customer makes sacrifice and in return he expect that he is relieved of after purchase headaches and botheration. For the sacrifices made the customer expects sound sleep in the night.

7. Promotional Gains: Such alliances are formed at the time of launching of a new products and or a company. Glorious future is projected to lure the prospective customers. Alliance is made between the launcher and brokerage agency or advertising agency. Both the partners to the alliance are gainers. The customer may or may not be the gainer.

It is therefore, clear that objectively all relationships first of all have vested interest. When we talk about the customer-focused management we implied to certain predetermined objectives as narrated above. Organizational culture, the work environment and the perception of seller about
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customer focus play a very important role in setting up the objective for customer satisfaction. In the business world the relationship are not platonically constructed. There has to be some motive! Holy or unholy.

The management pundits in recent past in India have been quoting and advocating for Japanese style of buyer and seller relationship. It is long lasting and rests on very well established sense of trust. Above all both parties have real price in such long-term relationship. Customer delight is therefore possible. Japan can boast about the national culture and all citizens have great patriotism. This is reflected in their business dealings. It is for this reason the war shattered country rose to a dominating economic and trading force in about thirty years. Japan can today proudly say that it has best of alliances world over. Other nationals look forward to enter in to business collaborations with Japan. India is also one such nation! Over and above personal or mutual gains a Japanese concern would also see the national and social gains. This is customerfocused management. Can we in India have same perception and fix up out strategies for customer satisfaction and elite? Unfortunately in India Japanese collaboration could not get same amount of success due to attitude and outlook of their Indian Counterpart.

Opening of economy and liberalization in trade in the country brought a sea of change in customers perception of buyer and seller relationship. The customer today is not only very demanding but also likes to know the relationship between the supplier of goods and services and its relationship with the manufacturer or principal and its antecedents. It is on this relationship depends the guarantee and warranty terms to which the customer is entitled. A customer expects trouble free service during the guarantee period. Thereafter it is expected that
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a product will last to its full productive life with minimum down time and the vendor will provide the required support service to ensure that customer is not put to trouble.

What is the scene today? There has been a wide gap between the preaching and practice. Very few organizations in the country with certainty can say that their main concern is the customer; By and large even today customers are taken for granted. The objective today also is same what it was yesterday! Just pass on the goods. Get the payment and forget the customer. It is indeed surprising to see the cases pending before the consumer courts. Some of the TV channels have also started programmes to help customers and provide some assistance in solving customer-related problems. To narrate some examples of famous brand names and their customer oriented programmes I first refer to a customers letter in a newspaper where after making advance payment a company could not supply a well advertised cooking range for weeks. It is only after prolonged correspondence and follow up the money was returned to the prospective customer without any interest. A friend has some time back purchased a Samsung TV set from an authorized dealer. The TV set developed some problem and it stopped showing picture. In spite of regular complaints the TV set is still not rectified as the dealer feel that guarantee period is over and dealers responsibility is over. Beside, the service engineers & over worked attending long list of complaints. The famous AIWA brand of music system came out with sales promotional scheme on its music system with supply of fifty CDs free of cost. Many of the customers are still to get all the CDs. A local dealer of computer came out with a sale promotional scheme of cash discount if an Ink Jet printer and a scanner is taken as a package. I become a victim myself when the scanner was collected back by the dealer for repairs after
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three days of delivery and only after scanning four or five pictures. It is now more than three weeks that a brand new scanner highly recommended by the dealer is not returned after repairs. Most-depressing part is that neither the dealer nor the service centre at Delhi could provide positive reply except that they want me to bear some more time with them These are few examples of customer oriented, customer focused management by International Brands. What return is there on the investment made by the customer? The vendor is concerned with getting his money and goes for all sorts of savings by remaining understaffed and under prepared for immediately and promptly attending to the complaints.

BRAND PERSONALITY IN VOICE AMPLIFIER INDUSTRY Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. its employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. For instance - Allen Solly brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value and intellectualism. Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits (For instance Shahrukh Khan and Airtel ,
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John Abraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence). Brand personality is the result of all the consumers experiences with the brand. It is unique and long lasting.

Brand personality must be differentiated from brand image, in sense that, while brand image denote the tangible (physical and functional) benefits and attributes of a brand, brand personality indicates emotional associations of the brand. If brand image is comprehensive brand according to consumers opinion, brand personality is that aspect of comprehensive brand which generates its emotional character and associations in consumers mind. Brand personality develops brand equity. It sets the brand attitude. It is a key input into the look and feel of any communication or marketing activity by the brand. It helps in gaining thorough knowledge of customers feelings about the brand. Brand personality differentiates among brands specifically when they are alike in many attributes. For instance - Sony versus Panasonic. Brand personality is used to make the brand strategy lively, i.e., to implement brand strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is a means by which a customer communicates his own identity. Brand personality and celebrity should supplement each other. Trustworthy celebrity ensures immediate awareness, acceptability and optimism towards the brand. This will influence consumers purchase decision and also create brand loyalty. For instance - Bollywood actress Priyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts.

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Brand personality not only includes the personality features/characteristics, but also the demographic features like age, gender or class and psychographic features. Personality traits are what the brand exists for.

The creation Of Brand Personality for voice amplifier Industry Brand personality traits are formed and influenced by any direct or indirect contact that the consumer has with a brand. A brand, unlike a person, cannot think, feel or act. A brand has no objective existence at all: it is simply a collection of perception on the mind of the consumer. Consumers accept the marketing action to humanize brands. One explanation fort this can be found in the theories of animism, which suggest that there exist need by people to anthropomorphize objects in order to facilitate interaction with the nonmaterial world. Anthropomorphize occurs when human qualities are attributed to non human objects, e.g. brands. Consumers easily assign personality quality to inanimate objects like brand in thinking about the brands as if they are human characters.

In a direct way, personality traits are associated with a brand by the people associated to that brand. One direct way to form and influence brand personality is user imaginary. User imaginary is defined as the set of human characteristics associated with the typical or stereotype user of the brand. Associations with the company employees or CEO and the brands product endorsers are also direct ways by which brand personality traits are formed and influenced. The
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Personality traits that of the people associated with a brand are transferred directly to the brand. the theories of animism describe another process mechanism that directly explains the specific ways in which the vitality of the brand can be realized. Spokesperson that is used in advertising can have personalities that fit those of the brand they advertise. Over time, the personalities of the spokesperson that they transmitted to the brand. The brand person associations can also have a more personal nature. Brands can be associated with the person from whom the gift was received. These person associative serve to animate the brand as a vital in the minds of the consumers. Obviously, this aspect is much less under the control of the marketers. Indirectly, the brad personality is created by all the elements of the marketing mix. Betra, Lehman and Singh suggest the personality is created by all the personality of a brand is created over time, by the entire marketing mix of the brand its price (high or low, odd or even), retail store location (imaginary associations), product formulation (ingredients, benefits) , and product form (solid, liquid. Etc), packaging details (colour, size, material, shape), symbol; used an all phases of the brand communication, sales promotion and media advertising.

Another form of animism explains how brand personality is created more in a more indirect way. This form of animism involves complete anthropomorphization of the brand object itself. Human qualities of emotionally and thought are transferred to the brand. This is achieved with the help of marketing action, especially advertising. For example, the brand character of M&M in the M&M commercials has the capacity to laugh and joke.

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One of the advantages of the brand personality is based on their distinctive personalities. Consumers are able to differentiate between brands. Another advantage is that the consumer can interpret the brands image in such a way that it is personally more meaningful. Brand personality encourages more active processing on the part of the customer. Thus the consumer put more efforts in creating and using the brand personality. A further advantage of brand personality can be examined, namely the role of a brand as relationship partner in a consumerbrand relationship. Next we will concentrate on these consumer based relationship.

Whether the brand is product or a company, the company has to decide what personality traits the brand is to have. There are various ways of creating brand personality. One way is to match the brand personality that they like. The process will be

define the target audience Find out what they need, want and like Build a consumer personality profile Create the product personality to match that profile

Both profile appeal mostly to the emotional side of the peoples mind to their feelings and sensory function. This profiling approach aims to reinforce the self concept of the consumers and their aspirations . the approach is ideal for brands that adopt a market niche- strategy, and
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can be extremely successful if a market segment has a degree of global homogeneity , as in the case with Levis.

Non product related brand personality drivers

User imaginary user imaginary can be based on either typical users or idealized users. User imaginary can be powerful driver of brand personality , in part because the user is already is person and thus the difficulty of conceptualizing the brand personality is reduced. For example Charlie has a feminine, strongly independent brand personality driven by it user personality of Calvin Klein are similarly influenced by user imaginary .

Sponsorship- activities such as events sponsored by the brand will influence its personality. Swatch ,for example reinforce its offbeat , youthful personality will targeted sponsorships that have included the freestyle ski world cup in Breckenridge, the first international.

Age- How long a brand has been on the market can effect its personality. thus new entrants such as Apple, MCI, and Saturn tend to have younger brand personalities than brand such as IBM, AT&T, and Chevrolet, and it all as too common for a major dominate brand to see as strongly and old fashioned, a brand for older people.

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Symbol- a symbol can be powerful influence on brand personality because it can be controlled and can have extremely strong associates. Apple bitten apple, the Marlboro cowboy, the Michelin mans all help to crate and reinforce a personality for their brands.

Why use brand personality

The brand personality can help construct the brand strategies by enhanching their understandings of peoples perceptions of and attitude towards the brand , contributing to a differentiating brand identity guiding the communication effort and creating brand equality. Enriching understanding

The brand personality metaphor can help a manager gain as in depth understanding of consumer perception and attitudes towards the brand. By asking people to describe a brand personality, feelings and relationship can be identified that often provide more insight than is gained by asking about attribute perceptions. Contributing to a differentiating identity

Strategically, a brand personality, as a part of a core or extended identity, can serve as the foundation for meaningful differentiations. Advertising agencies such as young & Rubicam and Ogilvy & Mather routinely a brand personality statement as a part of their brand positioning strategy.
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Guiding with communication effort

Totally the brand personality concept and vocabulary communication the brand identify which richness and texture to those who must implement the identity building effort. Practical decisions need to be made about not only advertising but packaging, promotions, which events to associate with , and the style of person interactions between the customer with the brand. Creating brand equity

The brand personality creates brand equity. The self-expression model explains this. The model says that for a certain group of customers; some brands become vehicles to express a part of their self-identity. People express their own or idealized identity in a variety of ways, such as job choices, attitudes, options, activities, and lifestyles. Brand that people like admire, discuss, buy and use also provide a vehicle for self-expression.

CHAPTER 3
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RESEARCH METHODOLOGY

RESEARCH METHODOLGY
Methodology includes the overall research procedures, which are followed in the research study. This includes research design, the sampling procedures, and the data collection method and analysis procedures. To broad methodologies can be used to answer any research questionexperimental research and non- experimental research. The major difference between the two methodologies lies in the control of extraneous variable by intervention of the investigator in the experimental research.

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RESEARCH DESIGN A research design is defined, as the specification of method and procedures for acquiring of the information needed. It is a plant or organizing framework for doing the study and collecting the data. Designing a research plan requires decision all the data sources, research approaches, research instruments, sampling plan and contact method.

Research design is mainly of following type:1. Exploratory research. 2. Descriptive studies 3. Casual Studies

EXPLORATORY RESEARCH The major purpose of exploratory studies are the identification of problems, the more precise formulation of problems and the formulations of new alternative course of action. The design of exploratory studies is characterized by great amount of flexibility and ad-hoc veracity.

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DESCRIPTIVE STUDIES Descriptive research in contrast to exploratory research is marked by the prior formulation of specific research Questions. The investigator already knows a substantial amount about the research problem. Perhaps as a Result of an exploratory study, before the project is initiated. Descriptive research is also characterized by a Pre planned and structured design.

CASUAL OR EXPERIMENTAL DESIGN A casual design investigates the cause and effect relationship between two or more variables. The hypothesis is tested and the experiment is done. There are following type of casual design: I. II. III. IV. V. VI. After only design Before after design Before after with control group design Four groups, six studies design After only with control group design. Consumer panel design
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VII.

Exposit facto design

B)

DATA COLLECTION METHOD

SECONDARY

PRIMARY
Published sources Unpublished sources

Direct personal interview Indirect personal interview

Information from correspondents

govt. publications
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Mailed questionnaire Question filled by enumerators

Report committees & commissions Private publication Research institute

PRIMARY DATA These data are collected first time as original data. The data is recorded as observed or encountered. Essentially they are raw materials. They may be combined, totalled but they have not extensively been statically processed. For example, data obtained by the peoples but I did not used in the Dissertation.

SECONDARY DATA

Sources of secondary Data

Following are the main sources of secondary data:

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1. Official Publications: Publications of the Pepsi, Dabur & others or the by the corporate

office of Pepsi, Dabur & Others.

2. Publications Relating to Trade: Publications of the trade association, stock exchange,

trade union etc.

3. Journal / Newspapers etc: Some newspapers/ journals collect and publish their own

data, e.g. Indian journal of economics, economist, Economic Times.

4. Data Collected by Industry associations: For example, data available with Pepsi,

Dabur & others.

5. Unpublished Data: Data may be obtained from several companies, organizations,

working in the same areas. For example areas. For example, data on Pepsi, Dabur & Others by magazines. Step in the Development of the Survey Instruments: The main instruments required for survey was a well-developed questionnaire. The questionnaire development took place in a series of steps as described below:

Research objectives are being transformed into information objectives.

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Step 1 The appropriate data collection method have been determined Step 2 The information required by each objective is being determined. Step 3 Specific Questions/ Scale measurement format is developed. Step 4 Question/ Scale Measurement is being evaluated. Step 5 The number of information needed is being determined. Step 6 The questionnaire and layout is being evaluated. Step 7 Revise the questionnaire layout if needed. Step 8 The Questionnaire format is being finalized.

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Step 9 The selected customers have filled the questionnaires. Step 10 Filled questionnaire are being analyzed. Step 11 Conclusion and Recommendations are drawn after the analysis.

QUANTITIVE METHODS:

Data Collection The whole research is based on primary data as well as secondary data.

Primary Data: Primary data collected through the questionnaire from the various voice amplifier companies

Secondary data: secondary data collected through the magazines, newspapers, insurance companies catalogue and the advertisement.
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Sample status STEPS IN SAMPLING PROCESS Steps Description

1. Define population

The population is define in terms of (a) element (b) Units (c) Extents (d) Time.

2. Specify sampling frame

The means of representing the element of the population e.g., telephone directory, map

3. Specify sampling

Unit for sampling which holds the sampling household elements e.g., city block, household.

4. Specify sampling method

The method by which the sampling unit to be selected is described i.e., probability/ non probability.

5. Determine sample size

The number of elements of the population to be sampled is chosen.

6. Specify sampling plan The operational procedure for selection of sampling units are selected.

7. Select the sample

The office and field work necessary for the selection of the
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sample are carried out.

SAMPLE SIZE:
35 respondents.

The respondents of various educational organizations.

The age of respondents is approximately between 25-65 yrs. It is based on convenient sampling. Reason for selecting convenient sampling. Time constraint Resource constraint Cost constraint

Limitations of research:

The results through the questionnaire not always correct.

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Convenient sampling some time leads to the distortion in results. The sampling size of 35 respondents not sufficient for exact result.

Regional limitations

In conducting the market research on portable voice amplifier and I found the regional limitations as our research was limited to Lucknow region. Although I conducted telephonic interviews in different states, but our statistics holds a greater percentage of Lucknow and Kanpur. Sample size The sample size taken for this market research was 30, but this sample size is too small to be a true representative for population size. The data collected from this sample size cannot be generalized for the population.

Target population The target population for this market group was the educational institute. They are mainly coaching institute and the degree colleges.

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Class limitation The target population was in majority from the medium and large no of student institutes. Generally, the small no of student such as 10 to 20 students in a class dont use such products. Thus adding biasness to the inferences. To the kores Customers, we asked the reason for choosing particular company. The results shows that the major reasons for choosing particular co are: 1. Level of service provided by the kores company 2. Price Options 3. After Sales services

While option of up gradation and modernization as well as the promotional schemes and packages offered affects their decision the least while choosing any voice amplifier company.

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CHAPTER 4
DATA ANALYSIS

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Firstly, I asked the organizations about their usage of portable voice amplifier, initially, I take the sample of 35 people, as 35 out of 30 says they use i.e. 85% .but 4 out of these says they dont use it. So I take out those five sample and now my sample size reduces to 30.

Do you use the portable voice amplifier? Frequency Valid yes no Total 30 5 35 Percent 85.7 14.3 100.0 Valid Percent 85.7 14.3 100.0 Cumulative Percent 85.7 100.0

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So, the conclusion is that most of all the teaching organizations use voice amplifier to address their students or for the presentation purpose.

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As those who dont use voice amplifier I asked them for their refrain for using the same 50% of them said that they dont have so much public to address, might be they have small organization and the left 50% says that Do not feel free to use it , as it is heavy and cumbersome to carry etc .

So , those who use it then we directly move to question no. 3 as per the questionnaire which brand are they currently using different organization have different products.

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Which brand are you currently using?

Frequency Valid Sony Philips Intex local brands others Total 4 11 5 6 4 30

Percent 13.3 36.7 16.7 20.0 13.3 100.0

Valid Percent 13.3 36.7 16.7 20.0 13.3 100.0

Cumulative Percent 13.3 50.0 66.7 86.7 100.0

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Conclusion: A competition is quite tough between the existing brands but most of the consumers use the Philips brand.

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Now we move to question no. 4 .How did you hear about the above mentioned brand/s? As 30% i.e. 9 out of 30 said that they hear through the word of mouth.

How did you hear about the above mentioned brand/s?

Frequency Valid Advertisement Word of mouth Recommended by other organization Came across it in a electronic market Total 30 6 8 9 7

Percent 26.7 30.0 23.3

Valid Percent 26.7 30.0 23.3

Cumulative Percent 26.7 56.7 80.0

20.0

20.0

100.0

100.0

100.0

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Conclusion is that they give importance to the saying of the other person rather than the advertisement or any other source.

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Now we move further as I asked about their usage of the whole product range offered. As most out of them 73% said that they dont use and the remaining 27% said that they use.

Do you use the whole product range offered? Frequency Valid yes , please specify which products you use in the range no Total 22 30 73.3 100.0 73.3 100.0 100.0 8 Percent 26.7 Valid Percent 26.7 Cumulative Percent 26.7

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Conclusion: Is that they dont bother about the range offered they only use the product of that brand whatever they want to use.

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Now move to question no. 7. I asked about their spending on these products. 50% out of the 30 says that they spend between Rs. 5000 to Rs 10,000 on these products. Only 10% said that their spending are more than Rs 10,000.

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Approximately how much do you spend on these products ? Frequency Valid Less than Rs.5000 Rs.5000-10000 Rs.10000 and above Total 12 15 3 30 Percent 40.0 50.0 10.0 100.0 Valid Percent 40.0 50.0 10.0 100.0 Cumulative Percent 40.0 90.0 100.0

Conclusion is that they only 10% or less are most brand conscious and the 50% are brand conscious but they generally dont go for expensive brands and the left 40% dont bother about the brands and quality.
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I asked about the battery backup they get in one recharge. So the answers came very close between the 5-10 hrs and 10-15 hrs. 12 says 5-10 and 12says 10-15 hrs. so there is a tie between the two.

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How much battery backup you get in one recharge? Frequency Valid 1-5 Hour 5-10 Hour 10-15 Hour More than 15 Hour Total 2 12 12 4 30 Percent 6.7 40.0 40.0 13.3 100.0 Valid Percent 6.7 40.0 40.0 13.3 100.0 Cumulative Percent 6.7 46.7 86.7 100.0

So the conclusion is that most of the amplifiers have almost the same battery backup i.e. between 5-15 hrs depends on the usage.

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Q9. Approxim atelyhow m audience you uch have to address?

0% 33% 27%
10-2020-50 50-100

40%

More than 100

Approximately how much audience you have to address ? Frequency Valid 20-50 50-100 More than 100 Total 8 12 10 30 Percent 26.7 40.0 33.3 100.0 Valid Percent 26.7 40.0 33.3 100.0 Cumulative Percent 26.7 66.7 100.0

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Now . I asked about the number of audience they have to address. Most of them said they have to address 50 to 100 audience and no one said that they have to address 10 to 20 and use the voice amplifier. Conclusion , this clearly shows that voice amplifier is best option when the boss have to address people between 50 to100.

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Q 10 How much impact of companies hiring brand ambassadors propelling you to use such products?

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How much impact of companies hiring Brand ambassadors propelling you to use such products. Frequency Valid 2 3 4 5 6 7 Total Missing Total System 1 8 8 5 5 3 30 5 35 Rate on the scale of 1-7 Percent 2.9 22.9 22.9 14.3 14.3 8.6 85.7 14.3 100.0 Valid Percent 3.3 26.7 26.7 16.7 16.7 10.0 100.0 Cumulative Percent 3.3 30.0 56.7 73.3 90.0 100.0

Question no 11 knowing about the marketing techniques.

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One-Sample Statistics N Does the known brand companys marketing techniques affects your buying decision ? 30 Mean 3.40 Std. Deviation 1.276 Std. Error Mean .233

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Does the known brand companys marketing techniques affects your buying decision ? Cumulative Frequency Percent Valid Percent Percent Valid 2 10 28.6 33.3 33.3 3 6 17.1 20.0 53.3 4 8 22.9 26.7 80.0 5 4 11.4 13.3 93.3 6 2 5.7 6.7 100.0 Total 30 85.7 100.0 Missing System 5 14.3 Total 35 100.0

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CHAPTER 5
CONCLUSION

CONCLUSION
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To conclude, the result show that the companies are playing on the peripheral cues to maintain their Total Relationship Management and connect to the customers both present and potential. The companies are operating in a highly aggressive and competitive global market place and this climate has led to the emphasis on quality in all aspects. TQM focuses on integration and coordination as well as the continuous improvement of all activities and process. Total Relationship Management (TRM) is a very recent marketing strategy and philosophy. It focuses on and is concerned with all integrated internal and external activities within and between the organizations. These two terms are integrated by the manufactures by building good quality products and building good relationship with dealers and enhancing service levels. However, when studied from the point of the view of a customer there seems to be no major difference among the voice amplifier brands in a segment as far as performance is concerned.

The brand perception is dependant mostly on the peripheral cues depending upon the nature and quality of the service provided along with the pricing, maintance, availability of spare parts and related issues. The study shows that brand perception is something which starts building up before a product is purchased and goes on with its reflected in the recommendations the customer makes to his acquaintances for the same products. Also, Its seen that the customer might not be using the products still he holds the perceptions about it.

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Brand personality of tiles product is enforced by the sellers in the mindsets of the customers and the customers react to it by forming their perceptions about the tiles products and this reflects in the overall brand image of the products. So brand image and brand personality complement each other and the brand perception aids the building of the brand image.

Finally the major point that emerges out of this detailed study is a caution for the voice amplifier companies. It says that there is no doubt that Indian amplifier market may be growing with a double digit figure still the voice amplifier companies have a long way to travel to convince their customers about the brand personality of their product and how it suit the prospective buyers. Simply because it simply is not a guarantee that how so ever good the customer might be holding the brand perception and how so ever good the brand image may be it is not guarantee that it will convert into sale.

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CHAPTER 6
RECOMMENDATIONS, SUGGESTIONS AND LIMITATIONS

RECOMMENDATIONS
Promotional activities- this is one of the primary things that are required within the company. During my visits to different organizations, I came across that there is no awareness of the
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companying the form of posters, stands and other related things. One thing that would like to recommend would be the introduction of more promotional activities so as to generate more revenues for the company. Campany can introduce more -Schemes -Get together for channel partners -Brand recognition in the market -To keep more inventories -Advertisement in Industrial area

Focus more on b and c category companies- This is also one of the prime things that are required. With around 80% of the revenues coming from less than 20% of the companies , more focus should be given on b and c companies .A category agents are said to be the agents who contribute more than Rs. 50000 of revenues per month. Companies should focus more on b and c category clients so that more of these clients can be converted into a category.

Co-ordination among different channelsWith agency office in a different building and no direct control over the district operations, transparency between different channels is lacking. With the plan for executives that I have
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suggested above, there could be more transparency that can come in the overall operations of the NCR region.

Different commissions slabs for different channelsWith commissions being one of the prime motives for the sales executive to do business with different companies, more and more emphasis should be given on the commission that are rendered to the agents.

Very limited corporate tie upsThis should be one of the most important thing that should be on the agenda for the travel category. A corporate tie up can easily deliver a business of more than 50000 per month. Other than that, the contract is on a long term basis. This therefore helps in getting an easy business for the company. Therefore, from my point of view, more emphasis should be given on category of business as well.

Suggestions:

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Product: Pricing to be more competitive Provide more specifications and designs Increase product line

Service: Revamp the entire quick reaction procedure for emergencies Provide customized contracts and more options as such Error diagnosis time and procedure needs to be analyzed Price of service contracts and parts should not be increased blindly

LIMITATIONS

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Although every effort has been in to collect the relevant information through the sources available, still some relevant information could be gathered.

Busy schedule of concerned executives: The concerned executives were having

very busy schedule because of which they were reluctant to give appointment.

Time: The time duration could not provide ample opportunity to study every

detail of the company.

Unawareness: Executives were unaware of many terms related to same while

asking to them.

Confidential information: As the company on account of confidential report

has not disclosed some figures. Moreover, in some cases separate accounts of division are not separately maintained thereby, leading to restrictions in study.

REFERENCES

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BOOKS

Beri- Marketing Research(Tata McGraw-Hill),1993,2nd ed. Kotler,Philip- Marketing Management :Analysis, Planning,Implementations and Control,Pearson Education, New Delhi.2003, 11th ed.

Kotler, Philip and Armstrong, Graw Principles of Marketing, Pearson education, New Delhi.

Sharma J.K.- Business Statistics( Pearson Education)

DAILY & JOURNALS

Article given in Free-Press-Release.com August 26, 2009 A survey by Research and Markets 2009 Business Today

INTERNET

http://www.pssmagazine.com/readmore_special.php?newsid=41
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Information on portable voice amplifier http://www.kores-india.com/

APPENDIX
Questionnaire for Organizations

Kores(India) Ltd.
NOTE: I am management student of Babu Banarasi Das and all the information collected will only be used for the purpose of research only and in any case the identity of the respondents will not be revealed. 87

NAME_______________________________________________________ ORGANIZATION_________________________________________________ DESIGNATION__________________________________________________ MOBILE NO. ____________________________ 1. Do your organization use portable voice amplifier ? Yes No

(If yes , directly proceed to question 3 and if no only answer 2) 2. Why do you refrain from using such products? Does not have so much public to address. Do not feel free to use it , as it is heavy and cumbersome to carry etc Any other_______________________________________________

3. Which brand are you currently using? ______________________________________________________________________

4. How did you hear about the above mentioned brand/s? Advertisement Recommended by other organization market Any other____________________________________________________________________ Word of mouth Came across it in a electronic

5. What benefits you get using such a particular product? ______________________________________________________________________

6. Do you use the whole product range offered?

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(For example A particular brand may offer a range of products like speakers, projectors etc) (Yes, please specify which products you use in the range) __________________________________________________________________ No

7. Approximately how much do you spend on these products ? Less than Rs.5000 Rs.5000-10000 Rs.10000 and above

8. How much battery backup you get in one recharge? 1-5 Hour 5-10 Hour 10-15 Hour More than 15 Hour

9. Approximately how much audience you have to address ? 10-20 50-100 20-50 More than 100

10. How much impact of companies hiring Brand ambassadors propelling you to use such products. Rate on the scale of 1-7 Very high 1 2 3 4 5 6 7 89 No impact at all

(______/______/______/______/______/______/______)

11. Does the known brand companys marketing techniques affects your buying decision ? Very much 1 2 3 4 5 6 7 Not at all

(______/______/______/______/______/______/______)

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91