Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
SUBMITTED BY
Harshit Verma
BBA (2015 2018)
ENROLLMENT NO. - A7006415031
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DECLARATION
B) I declare that this report is my original work. Wherever work from other
source has been appropriately acknowledged and referenced in accordance with
the requirements of NTCC Regulations and Guidelines.
c) I have not used work previously produced by another student or any other
person to submit it as my own.
D) I have not permitted, and will not permit, anybody to copy my work with the
purpose of passing it off as his or her own work.
e) The work conforms to the guidelines for layout, content and style as set out in
the Regulations and Guidelines.
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AMITY UNIVERSITY, LUCKNOW
CONFIDENTIALITY AGREEMENT
CONFIDENTIALITY:
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1. I will use confidential information only as needed by me to perform my
legitimate duties as intern. This means, among other things that.
A. I will not seek confidential information for which I have no legitimate
need to know,
B. I will not any way divulge share, copy, release sell loan revise, alter or
destroy any confidential information except as properly authorized within
the scope of my internship:
C. I will not misuse confidential information or carelessly care for
confidential information; and
D. I will strive to protect the privacy of all confidential information that I
come into contact with.
2. I will safeguard and will not disclose my access code or any other
authorization I have that allows me to access confidential information. I
accept responsibility for all activities undertaken using my access code
and other authorization.
3. I will report to my Head / supervisor activities by any individual or entity
that I suspect may compromise the confidently of confidential. Reports
made in good faith about suspect activities will be held in confidence to
the extent permitted by law, including the identity of the individual
reporting the activities;
4. I will be responsible for my misuse or wrongful disclosure of confidential
information and for my failure to safeguard my access code or other
authorization to access confidential information. I understand that I have
no right or ownership interest in any confidential information referred to
in this agreement. The University may at any time revoke my access
code, other authorization or access or confidential information. At all
time during my internship with Amity University, I will act in the best
interests of PMC.
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I have read and understand the above definition of confidential information
I agree that I will not at any time, both during and after my enrollment in
University Internship, communicate or disclose confidential information to
any person corporation or entity.
___________________________________ (DATE)
ACCEPTED
REGISTRAR
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STUDENTS CERTIFICATE
Date:
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FACULTY CERTIFICATE
This project work is partial fulfillment of the requirement for the degree of
Bachelor of Business Administration from Amity University Lucknow Campus,
Uttar Pradesh.
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ACKNOWLEDGMENT
Sincerely,
Harshit Verma
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TABLE OF CONTENT
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INTRODUCTION
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Nowadays, disapproval (i.e. whole creation) is that the most significant a part of
business. Success or failure of everybusiness, despite in what sector, is
ultimately passionate about its whole. The success of a whole is in extricably
complex with the success of the business. If a shopper were tomention his or her
criteria of selecting a product, one amongst them
Business managers regard brands as powerful and effective tools within the
method of client decision-making. Theybelieve that the most role of disapproval
is differentiation. Researchers and consultants of promoting have recently
shown high interest in learning and examining the means emotional bonds
between shoppers and their favorite brands emerge
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Brand attachment is one amongst the characteristics of the link between the
patron and whole that ends up in their automatic thoughts and feelings
regarding the brand. making emotional bonding between shoppers and makes
is associate objective of corporations as sturdy bonding ends up in positive
outcomes, like loyalty and achieving a value premium.
Brand attachment and whole perspective strength share many similarities. each
area unit psychological constructs that reference a whole. each involve
assessments of strength (i.e., of the bond or the attitude). each assume that top
levels of their various constructs area unit supported substantial process
concerning the whole. each have implications for marketingrelevant
consumption behaviors, like whole purchase,repeat purchase, and disposition to
suggest a whole.
because the whole isn't connected to the self and therefore is a smaller amount
powerfully coupled to resource allocation for the needs of sustaining a whole
relationship.
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BRAND ATTACHMENT
Brand attachment refers to the strength of the cognitive and affective
bond connecting the brand with the self in a symbolic manner. When
customers interact with the market environment, they create some
certain links that connect them to brands .
Fournier (1994) has proposed brand attachment as one of thesix
dimensions relevant in a consumer-brand relationship. The significance
of brand attachment as a key determinant in consumer consumption
behavior is substantiated by several attributes inherent to the concept.
Attachment expresses emotional bonds which are persistent, resist to
change, impact cognition, and predict behavior . Persistence reflects the
degree to which an individual's attachment toward an object remains
unchanged over time. Resistance represents an individuals ability to
refuse shifting to competitive products
Many intellectuals such as Ling and Chunlin (2010), Yan andDahai
(2008), Thomson, MacInnis, and Park (2005) agree onthe fact that
attachment is the typical emotional link between the consumer and the
brand Brand attachment refers to the fact that bonds, relationships
and identifying with the brand would be powerful predicting factors for
purchasing the brand in the past and the future; thus, brand attachment
has a positive impact on current and future purchase.
Brand attachment is defined as the extent to which self and brand are
connected. Brand attachment is a psychological variable that displays a
stable and persistent bond with the brand which is emotional. This
construct is an indication of a close mental relationship between the self
and the brand.
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partners trustworthiness is viewed as a belief, sentiment, or expectation.
Second, trust has been viewed as behaviour or a behavioural intention
that reflects a trust on a partner and involves uncertainty and
vulnerability on the part of trustee (Moorman, et al., 1993, p. 315). Brand
trust could be generated by providing beliefs of safety, reliability and
honesty about their brands to consumers (Doney & Cannon, 1997).
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COMPONENTS OF BRAND ATTACHMENT
Two factors represent brand attachment
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FACTORS AFFECTING BRAND ATTACHMENT
self-congruence
Customer satisfaction
According to Ekinci and colleagues (2008), consumer satisfaction
reflects the overall emotional response of consumers to the whole
service experience at the postpurchasing point for a particular
transaction. Carroll and her colleague (2006) noted that consumers who
feel satisfied and have greater brand love would be more loyal to the
brand and also engage in a positive word of mouth. Emotional
attachment, in a retail setting and when satisfaction is high, was found to
be consistently stronger in positive affective environments [24]. They
also found that satisfaction mediates the effects of store-evoked
pleasure and arousal on brand attachment
Brand familiarity
Brand familiarity refers to consumers accumulated experiences, direct
or indirect, with brands. Hazan and Shaver (1994) stated that familiarity
and responsiveness are two things that related to the selection of an
attachment figure. They proposed that familiarity and responsiveness
are fundamental to attachment because both dictate and influence the
preferences and the process of selection. Furthermore, the literature and
research on place attachment suggest that familiarity is one of the
predictors of the bonding between people and place. Several other
researchers, developing a measurement for place attachment,
considered familiarity as one of the dimensions.
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Brand responsiveness
Brands can be responsive if it can fulfil the need for autonomy,
relatedness and competence. A model examining inter-relations
between maternal attachment, responsiveness, and infant attachment
found that maternal responsiveness is a predictor of infant attachment
.When a brand enhances consumers feelings of autonomy and
relatedness, while not suppressing feelings of competence, consumers
are likely to become strongly attached to the brand.
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FACTORS AFFECTED BY BRAND ATTACHMENT
Brand loyalty
Brand loyalty refers to a directed behavioral response and a relying on
psychological processes from the individual who can make decisions
over time and in relation to one or more alternative brand among a
selection of brands.
According to Thomson et al. (2005), it is expected that strong
attachments toward brands affect brand loyalty and induces devaluation
of competing alternatives and that means a higher tendency to stay in a
relationship with the brand and this may enhance customer loyalty as a
result. Moreover, as customers tend to repeat pleasurable outcomes, it
is expected that customers will repeat these favorable experiences and
recommend them to others
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Loyalty may involve merely in a guarantee of relationship continuation
that, for some reasons, has nothing to do with attachment. Individuals
may become loyal to a brand simply due to the lack of competitive
alternatives or a moral and contractual responsibility toward a company
or brand vendors. Loyalty is not based on attachment and does not
contribute to a strong self-brand connection or automatic retention of
thoughts and feelings concerning a certain brand
Involvement
In the same way as loyalty, involvement is an outcome of attachment.
Those consumers who become attached to a product may develop
involvement with it. Hence, it seems that involvement with those brands
to which consumers are attached has to be higher .
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Moderating effects
Involvement
Loyalty theorists in both attitudinal and behavioural perspective consider
the importance of the involvement of the customer to determine the
strength of loyalty (Lovelock, Patterson, & Walker, 1998; Schiffman &
Kanuk, 1991). Day (1970, p. 10), defined the term involvement as the
general level of interest in the object or the centrality of the object to the
persons ego structure. Some researches indicate that needs, externally
prompted feelings of self-relevance, and personal responses to the
product contribute to the construct of involvement (Celsi & Olson, 1988).
While, Kapferer and Laurnet (1993) suggest consumer involvement
consists five aspects namely personal meaning and self-reference,
ability to provide pleasure, ability to express the persons self, perceived
importance of negative consequences (perceived importance of
purchase risk) and perceived probability of purchase risk. This indicates
the relevant importance of involvement in determining purchase decision
of an individual.
Product itself doesnt have involvement but it is perceived by customer, it
means involvement resides within the consumer but is influenced by the
product. There is no universally accepted criteria available regarding
level of involvement but based on the time and effort customers spend
with the product indicates whether low level or high level of involvement
(Malr, Krohmer, Hoyer, & Nyffenegger, 2011). Thus, involvement
moderates the levels of both attitudinal and behavioural loyalty in
different situations.
Gender
The impact of gender on buying behaviour has been the focus of
attention in numerous scholarly papers (Jasper & Lan, 1992). Davis,
(1999) stated females involve greatly and strongly in the recall process
of emotional events and real-world experiences than males. Women are
more involved in purchasing activities and more heavily influenced by
personal interactions than men (Slama & Tashchian, 1985). On the other
hand, some researches point out that males involve in the technical
aspect of their thought process.
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2004). In this way, females apply emotional memory and feelings to
experiences such as pain and negativity than a male which concludes
women are more intimate than men in a relationship process (McAdams,
Lester, Brand, McNamara, & Lensky, 1988; Miller, 2005). Women have
more loyalty towards service performance if they receive satisfaction in
service setting while men have more loyalty if they receive satisfaction in
product performance (Moutinho & Goode, 1995)nsdmd
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Review of Literature
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Conclusion
After working on this topic, I get to know that an Indian customer are in
diversified form, nobody knows what anyone wants because their
perceptions, liking, lifestyles, behaviour, tastes, preferences may vary up
to different stages according to different strategies.
Major factors are- Price and Brand i.e Quality. The basic choosing of
products is depend on need, want, desire, then they check price of the
product when it depend on lifestyles, income, social status, occupation it
changes to the Brand of the Product. The basic need of the customers
are roti, kapda, makan after satisfying their need it may change into want
or desire that now they want 2BHK flat or branded clothes. While
satisfying all these the factors change from Price to Brand. So
companies are also ready for answering these types of customers they
have wide range of products based on different sizes, prices or need of
the customers. Many service oriented companies like hotels,
restaurants, service centers, they are providing the best service or a
service according to the need of the customers, for examples-
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After Demonetisation and GST application competition is becoming
more tougher because now people with business class have limited
amount to spend in market so they are so much saturated that their
money would satisfy their need and demand. Now a days companies are
also making their as much as efforts after applying cgst and sgst
because they are also not sure in which products how much they apply
how much because gst is not saturated in market fully. But the factors
are still same for the customers while choosing products that are either
price and brand.
People are compromising towards price rather than brand because they
are now just utilising the value for money not just going for brand loyalty
or they are preferring products of any brand. Brand loyalty may lead to
Brand familiarity because for example once you gone KFC for birthday
celebration of your brother or friend then the staff of the KFC attracts all
the customers coming to the party then may all your brother or friends
go to KFC for celebration of any party. They attract small children by
giving them balloons to insist their parents to come KFC only. These are
some tactics or strategies followed by Mcd, Dominoz and Kfc to attract
customer as well as customer retention. So this may carry on generation
to generationand leads to Brand familiarity which rather choose brand
than price.
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Findings
I founded customers while working on the project that some customers
wants value for the money while transaction either buying or selling.
Price of the product plays an vital role in this, these customers rather
choose price than brand.
Companies are providing price point to the customers that they have
some limit or range of price in which the category of the product belong,
and they can easily by the product with satisfaction. As well as
companies are providing desired level of service to experienced by the
customers with full satisfaction. Consumer have may flexible loyalty
which may vary time to time because day to day change in lifestyles
changing the perception of consumers mind time to time what they want
for the value of the money they cannot choice alternatively because
there liking and disliking how so on vary independently.
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Questionnaire
Chart Title
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2) What will you see when you purchase the necessity products ?
a) Price
b) Brand
c) Availability in the market
Chart Title
After getting answer to the above question i get to know that price plays
an important role in necessity products as if you have the purchasing
power then you get into brand or buy unknowingly.
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3) What will you see when you purchase any expensive products ?
a) Brand
b) Price
c) Availibilty in the market
Chart Title
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RESEARCH
METHODOLOGY
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A research design is simply the framework or plan for a study that is used as guide in
collecting and analyzing the data. It is blue print that is followed in completing a study.
Research design is the plan structure, and strategy of investigation conceived so as to obtain
answer research question and to control variance.
SECONDARY DATA
Secondary data analysis can be literally defined as second-hand analysis. It is the analysis
of data or information that was either gathered by someone else (e.g., researchers,
institutions, other NGOs, etc.).
In this project Secondary Data has been undertaken with care and diligence. Secondary data
analysis and review involves collecting and analysing a vast array of information.
Case Study
Books
Internet
Organizational Reports
Business Magazines
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