Essential products and teenager’s preferences are very important to explain a

significant segment. It explores the brand consciousness, perceptions, attitudes and

adolescent’s capability to evaluate the brand as the theoretical stage designed for
explaining branding from the adolescent’s point of view. A brand can be defined as
“an identifiable product, service, person, or place augmented in such a way that the
buyer or user perceives relevant, unique added values which their needs most
closely. Furthermore, its success results from being able to sustain these added
value in the face of competition”
Brand is one of the most valuable intangible assets of any organization. Hence it is
imperative to manage it well to maximize its returns. The result of creating a
successful brand fundamentally rests with the customers. Organizations can do their
best to create successful brand, but the question is whether customer also perceives
the same about the brand. This creates a customer disposition and behavior towards
the brand. The customer then starts relating the brand with is environment.
Marketers spend a lot of money on advertising and face a major challenge in
influencing purchase decision of youths favorable towards their product or service.
The final goal is to influence the purchase decision of youth and most marketers
realize is the end result of long process of youth decision making. The youth buying
process is complex process and includes the problem recognition, information
search, evaluation of alternative, purchase decision and post purchase evaluation.
Advertisers need to know the specific need that youths are striving to satisfy and
how these needs translate into purchase criteria, how consumers collect information
from various sources and how this information is used to select from among
competing brands and a purchase decision is taken. Youth are exposed to many
images and commercials of various essential products and services each day. this
excessive amount of media in our day to day life cannot be side lined and impacts
all those surrounded by it. It is an expression of society of which we are part and is
a mirror image of all practical purposes and has a tremendous influence on the
social, cultural and moral values of the youth. The last two decades because
globalization have Seen an unparalleled change, which that express itself in the
form of diminishing community values and building in the lifestyle of youth. Youth
today, spend more time on the Internet and the television there in the classroom.
The subject of the effects of advertising on the youth demand is complex. It is
believed that economic and social factors effect on the youth’s demand. Along

1
with these factors advertising pushes the consumer demand. Advertising potent
communication tool which play a very important role in consumer decision making.
Advertising is meant to convey a message to the prospective customer or audience.
Advertising acts as an advisor and the message is factor of conversion meant to
bring about the person towards the product and its purchase. Advertising is the
communication link between the seller and buyer. It does not simply provide
information about product and services but it is an active attempt influencing
people to action. In other words, advertising does not end with the flow of
information from the seller to the buyer; it goes further to influence and persuades
people to action.
The study of consumers helps firms and organization improve their marketing
strategies by understanding issues such as how youths think, feel, Reason,  and
select between different alternative for example:- brand, products; the psychology
of the youth is influenced by his or her environment for example:-  culture,
family, signs, media; the behavior of the youth while shopping or while making
other marketing decisions and marketing outcomes; How consumer motivation and
decision strategies differ between essential products that they entail for the
consumer; and how marketers can adapt and improve their marketing campaigns
and marketing strategies to more effectively reach the youth.
Globalization has been the harbinger of receding trade barriers between nations.
Countries that were traditionally closed to the world are opening, emerging, and
asserting their competitiveness. These emerging nations, especially China and
India, are oozing with opportunities due to the profitable market size and growth
prospects. In response, a growing number of foreign retailers are entering and
learning to operate in these geographically and culturally distant markets. Although
globalization has delivered convergence of technology, media, and income, youth
behavior in these markets cannot be conceded homogenous due to the significant
differences in national culture, at a macroscopic level, some convergence exists in
youth demands of quality and value, but the taste of consumer from different
cultures still remains heterogeneous. In order to succeed, foreign retailers entering
into emerging countries have to learn to adapt to the tastes and preferences of the
local consumers. Extensive research has been done to examine the attitudes and
preferences of them youth of the developed countries. However, very little
academic attention has-been paid to the youth of the emerging countries such as

2
India. India is the second largest untapped retail market after China, and it has been
ranked within the top five countries in terms of retail development warranting more
research on consumers and the retail
Industry in this country. The Indian retail market was traditionally closed, and
foreign brands and retailers were kept out of the market due to the government’s
stringent investment regulations as a result, only a limited number of western
brands (brands originating from western countries such as the U.S., and examples
include Levis and Nike) were available in the Indian market, and the market was
dominated by small independent owner-operated stores, also referred to as mom
and pop stores or unorganized retailers, mainly selling local brands. However, in
2006, the Indian government introduced a relaxed version of foreign direct
investment policies, leading an increasing number of western brands to enter and
expand in India. As a result, western retail formats, which refer to the retail formats
that are common in western countries such as department stores, shopping malls,
and (single-brand or multiple-brand) specialty stores, are becoming more available
in India youths are now being exposed to an increasing number of western brands
and western retail formats. as the world is turning into a global village and new
products from abroad are finding their way into the country, the trend of
consumption by our native people is slowly changing. They are becoming more
prone to buying International brands than the local ones since the influence by the
western world is getting stronger day by day. The globalization of markets has
created complex and intertwined sourcing and marketing strategies. If any bias
resulting from these strategies is present in the buying decision, then manufacturers,
exporters, importers, distributors, and other channel intermediaries must pay close
attention to how this affects their businesses and use proper strategies to respond to
this phenomenon. Consumers are now more aware of other cultures, lifestyles and
brands due to international travel and satellite television. It has now been observed
that youths buy foreign brands more frequently than the local ones. They feel proud
in purchasing imported goods which has increased the power of global brands. It is
a general perception that youths consider only certain brand while purchasing the
essential product and also “made in….”  factor while purchasing a foreign brand.
But the fact is that there are various other factors involved in the process of product
evaluations.

3
Studies show that youth of developing countries prefer foreign brands, especially
from the west, for reasons not only of perceived quality but also of social status.
Thus a brand’s country of origin serves as a summary of product quality.
Conceptualized in terms of the product’s performance. Demographics (income,
education, occupation and family background) also determine the youth’s lifestyle
and purchase pattern. Demographics substantially determine the exposure to, and
thus the purchase of expensive foreign goods. In developing countries like India
elite class and the upper-middle class go towards expensive foreign brands more
frequently to make a prominent position in the society, as ours is a status conscious
society. Lower classes on the other hand, take the international brands as a luxury.
India is a nation of shopkeepers with approximately 15 million outlets, it has the
highest density of retail outlets in the world.
Factors including gender, income, age, and geographic location. First, consumption
Patterns for clothing in India significantly differ by gender found that Indian
youths’ readiness to buy ready-to-wear clothing, willingness to shop in a modern
(Western) retail format, and willingness to pay for added value were highest for
sportswear, followed by men’s wear, and were lowest for women’s wear. Indian
men tend to wear western style clothing in their everyday lives, thus men’s clothing
sectors have experienced higher proliferation of brands and have been the strongest
category in department stores. Indian women, especially the mid-aged group (> age
40), tend to prefer traditional outfits such as sari or salwar-kameez limiting their
demand for western apparel. approximately 75% of the Indian women’s apparel
market caters mainly to ethnic wear. However, the western clothing market for
women still holds potential due to increasing demand for western styles from
college students and women executives in urban areas along with the number of
working women rising, women’s changing social roles and increased income are
further escalating the demand for western clothing Second, when considering rich,
middle class, aspiring, and deprived income. The consumption patterns of the
middle class segment are changing with increased exposure to the Western lifestyle
through media and overseas travel for work, education, and leisure. Studies have
shown that Indian middle-class youths are value-driven and they are increasingly
considering brand names and store attributes such as merchandise assortment, store
ambience, and exclusivity in making their purchase decisions age is a good
indicator of Indian youth’s consumption patterns. More than 50% of the Indian

4
population is less than 25 years old, making India the world’s youngest nation the
youthful population is experiencing an optimistic job market and a rise in
purchasing power this youth segment also has a greater tendency to visit Western
retail stores. Considering that young, urban consumers have a greater exposure and
propensity towards western brands and western retail formats, this consumer
segment is the focus of this study. A brand can take many forms, including a name,
sign, symbol, color combination or Slogan. For example, Coca Cola is the name of
a brand make by a particular company. The word branding began simply as a way
to tell one person’s cattle from another by means of a hot iron stamp. the word
brand has continued to evolve to encompass identity — it affects the personality of
a product, company or service. It is defined by a perception, good or bad, that your
customers or prospects have about you. Brand is the personality that identifies a
product, service or company (name, term, sign, symbol, or design, or combination
of them) and how it relates to key constituencies: customers, staff, partners,
investors. 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 brand experience is a brand’s action perceived by a person. The
psychological aspect, sometimes referred to as the brand image, is a symbolic
construct created within the minds of people, consisting of all the information and
expectations associated with a product, service or the companies providing them.
Brand awareness refers to customers’ ability to recall and recognize the brand under
different conditions and link to the brand name, logo, jingles and so on to certain
associations in memory. It consists of both brand recognition and brand recall. It
helps the customers to understand to which product or service category the
particular brand belongs and what essential products and services are sold under the
brand name. it also ensures that customers know which of their needs are satisfied
by the brand through its products. Brand awareness is of critical importance since
customers will not consider your brand if they are not aware of it. A global brand is
one which is perceived to reflect the same set of values around the world. Global
brands transcend their origins and create strong enduring relationships with
consumers across countries and cultures. They are brands sold in international

5
markets. Examples of global brands include Facebook, Apple, Pepsi, McDonald’s,
MasterCard, Gap, Sony and Nike. These brands are used to sell the same product
across multiple markets and could be considered successful to the extent that the
associated products are easily recognizable by the diverse set of consumers. The
brand positively acts as a means of launching and introducing more Essential
products that are targeted at same customers at less expenditure. It also restrains
new competitors in the market. Brand loyalty is a key component of brand equity.
Brand loyalty can be developed through various measures such as quick service,
ensuring quality products, continuous improvement, wide distribution network, etc.
When consumers are brand loyal they love the products of the particular brand and
they will minutely consider any other alternative brand as a replacement. Brand
loyalty can be defined as relative possibility of customer shifting to another brand
in case there is a change in product’s features, price or quality. As brand loyalty
increases, customers will respond less to competitive moves and actions. Brand
loyal customers remain committed to the brand, are willing to pay higher price for
that brand, and will promote their brand always. A company having brand loyal
customers will have greater sales, less marketing and advertising costs and best
pricing. This is because the brand loyal customers are less reluctant to shift to other
brands, respond less to price changes and self- promote the brand as they perceive
that their brand have unique value which is not provided by other competitive
brands.
For knowing the buying behavior of customers and brand management of different
Brands I selected some brands. To gain the knowledge about brand loyalty and
brand awareness among Mangalore citizens i surveyed through questionnaires i
collected the views of youth of Mangalore & opinion related to their favorite brand.
today when more and more people are becoming brand conscious retailers are
cashing on it and are earning big bucks.
The big names in the clothing brands tell us how our fashion scenario has evolved
and changed. There are some brands which have been in business for more than 100
years. These clothing brands have made a definite mark in the fashion and clothing
industry. The brands have changed the whole style and clothing scenario. Media
and promotions have been the sole reasons for the brand awareness and
consciousness among the Generation.

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 Need for the study
The study is basically intended to make the youth aware about the essential
products available to them and make them aware about different brands. It benefits
not only the youth but also the shopkeeper by knowing the purchase behavior of the
youth. It helps the lower category people to purchase the products based on their
income. Essential products help the youth to have better quality products for better
price. This study also helps the youth to know about the advertisement available of
different brands to avoid confusion during the purchase of essential products.

Statement of the problem

The youth of Mangalore are not fully aware of the various brands available to them.
They are usually fooled by the fake products available in the market with the
similar logo and similar name with comparatively cheaper prices than the original
brand. The poorer section of the society Have lack of knowledge about
Advertisement they are often fooled easily by the shop keepers. They tend to
manipulate them by selling them the low quality goods by high prices.

Objectives of the study

 To analyse the influence of advertising on purchase decision of youth.
 To study the role of advertising in buying process.
 To study the impact of the Advertisements on the brand preference of youths.
 To find out the impact of brand Logo/Symbol on the purchasing decision.
 To study the impact of the celebrity endorsement on the youth buying behaviour.
 To provide suggestions based on the study.

Scope of the study

The study is made on the basis on the information provided by various youth in
Mangalore. This project helps in projecting the impact of advertisement on youth’s
brand preference. When the youth select an essential product or service what is the

7
role played by advertisement and brand preference. It also shows how celebrity
endorsement impact customers.

Sample and sample size

The sample of the study involved 60 youths consisting boys and girls situated in
Mangalore. The respondents are selected through a random sampling though effort
was made to cover as many aspects of youth perception and behavior in purchasing
essential products. All the respondents were personally conducted for study to
ensure reliability of data. The results of the survey have been complied.

Methodology of the study

The relevant data for the study has been collected from both primary and secondary
sources.
Primary data: Primary data is the information collected in questionnaire method
and also by conducting personal interview with various youth.
Secondary data: Secondary data is one which already exists and is collected from
the published sources such as newspapers, magazines, internet and information
collected from other people.

Social relevance and contribution

The study will make the youth aware about various brands of the essential products
available to them. It also helps the Shop keepers to be aware of the brands which
the youth of Mangalore prefer to buy. Advertisement Educates the youth and also
the shopkeeper to know about the different branded essential products.
 This study is very relevant to the current scenario as it educates the youth to be
aware of branded and unbranded products.
 Advertisement influences the youth to buy the essential products available to
them.
 Youth will know the difference between branded products and unbranded
products.
 Youth will know about their knowledge in various branded products.

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 Limitations of the study

 The study will be relevant only up to the period of this project conducted.
 The study is restricted to the sample size of 60 respondents.
 The data given by the respondents may not be accurate.
 The study concentrates only on the Youths of Mangalore.
 The analysis and findings are relevant or are applicable to Mangalore city only.

9
 Chapter Scheme:

 Chapter 1: Introduction - It gives brief introduction to entire project work

by providing information on record of objectives, need for the study, research
methodology, limitations of the study, social relevance of the study and also
limitation of the study.

 Chapter 2: Literature review - A literature review is a body of text that

aims at review the critical points of current knowledge including substantive
findings as well as theoretical and methodological contributions to a particular
topic. Literature Review are secondary sources, and as such, do not report any new
or original experimental work.

 Chapter 3: Profile of the study area - This chapter covers profile of the
study area, covering Brand awareness, Advertising and purchase Behavior of the
Youth.

 Chapter 4: Analysis and interpretation of the data collected - This

chapter deals with tables, analysis and interpretation of the data. It is the
comprehensive coverage of forecasting concepts and techniques, which shows the
analysis of data through tabulation computation and graphical representation of
data.

 Chapter 5: Findings, suggestions and conclusion - This chapter deals

with the findings, suggestions and conclusion part which is very important after the
analysis made.

 Chapter 6: Bibliography - This chapter contains a detailed list of various

books, magazines, journals, and websites referred for the preparation of the study
 Chapter 7: Annexure - Questionnaire.

10
 A literature review is a critical analysis of the literature, or research, related to a
specific topic or research question. It is a concise overview of what has been studied,
argued, and established about a topic. A literature review is written in essay format. It
is not an annotated bibliography, because it groups related works together and discusses
trends and developments rather than focusing on one item at a time. It is not a summary
rather it evaluates previous and current research in regard to how relevant or useful it is
and how it relates to your own research.

Frank Presbrey (1929) stated that advertising is a printed, written, oral and illustrated
art of selling its objective is to encourage sales of the advertiser’s products and to create
in the mind of people, individually or collectively, an impression in favor of the
advertiser’s interest.  It is a paid form of mass communication that consists of the
special message sent by the specific person for the specific group of people for the
specific period of time, In the Specific manner to achieve the specific goals. advertising
is an impersonal or non-personal salesmanship in which through various sources
consumers are informed about the products or services and motivated to purchase the
goods. Advertising is bringing a product (or service) to the attention of potential and
current customers. Advertising is focused on one particular product or service. Thus, an
advertising plan for one product might be very different than that for another product.
Advertising is typically done with signs, brochures, commercials, direct mailings or e-
mail messages, personal contact etc.

William J. Stanton (1932) stated that advertising consists of all the activities involved
in presenting to group of non-personal, oral or visual, openly sponsored message
regarding a product, service or idea. This message called advertisement is disseminated
through one or more media and is paid for by the identified sponsor. Advertising proves
to be an essential and effective tool in marketing the products of these producers. Due
to changing needs, tastes and preferences of present the customers, advertising holds an
important place in helping them to choose from a variety of products and services.

National Association of Marketing Teachers of America (1934) stated that

advertising is any paid form of non-personal presentation of goods, services or ideas to

11
a group, such presentation being openly sponsored by the advertisers. It is a paid form
of non-personal presentation of goods. Services or ideas to the masses by an identified
sponsor. It creates brand preference by comparing a product of one brand with a same
type of product of another brand and helps in intimating the general public against the
limitation of brand name.

S.R. Hall (1936) analyzed that advertising is a salesmanship in writing, print or

pictures or spreading information by means of written and printed works and the
pictures. It is one of the important and effective methods of demand creation by serving
the best means of mass communications. It contributes to large-scale selling because of
its useful services. It plays a major role in convincing and persuading people to know
the worth of high price, People also equate products with lower price to lower quality
and hence prefer to buy the substitutes.

Wheeler (1938) stated that advertising is any form of paid non-personal presentation of
idea, goods or services for the purpose of inducing people to buy. It aids in building a
brand’s equity, it helps in building and positioning a brand by making people aware of
it and communicating them to others and making the people buy the particular product.
Advertising shows that products are unique and beneficial to the customers in terms of
price, usage, and benefits compared to their substitutes.

Adler, Julius Ochs (1946) analyzed that advertisement is a communication with the
users of a product or service. Advertisements are messages paid for by those who send
them and are intended to inform or influence people who receive them. It is an attempt
to influence the buying behavior of customers or clients with a persuasive selling
message about products and services. The goal of advertisement is to attract new
customers. It is an art of persuading potential and prospective consumers to buy a
particular product by creating attraction towards them towards the product which helps
in arousing desire in them to buy that product.

12
Albert Frey W (1947) stated that advertising is any paid form of nonpersonal
presentation and promotion of idea, goods or services by presentation and promotion of
idea, goods or services by an identified sponsor. It involves the use of such media as
magazine, newspaper, space, radio, motion pictures, outdoor media, cards, catalogues,
direct mail, directories and references, store signs, programs and menus, novelties and
circulars.

Prof. Albert Frey (1956), stated that advertising is the preparation of visual and oral
messages and their dissemination through paid media for the purpose of making people
aware of and favorably inclined towards a product, brand, service, institution, idea or
point of view. It is a dissemination of information about a product, service or idea
sponsored by a person at his expense to create a demand for his product or service. It
helps in pushing and promoting the product of a manufacturer and creating a demand
for it. Along with large multinational companies to small retailers.

Alderson W. (1957) stated that a product is a bundle of utilities consisting of various

product features and accompanying services. Products are the building blocks of
marketing plan. A product means bundles of tangible or intangible attributes such as
physical objects, design, brand, packaging, label, color, price, services, the reputation
of the manufacturer and the middlemen which provide want satisfying benefits to a
buyer in an exchange.

Stephenson C.P. (1968) stated that everything the purchaser gets in exchange for his
money is called as product. This includes the physical as well as the mental element.
The mere existence of a certain thing or object that one possesses on exchange denotes
the physical element and want-satisfaction that the consumer desires and not the thing
or object.

Walters C.G. and Paul G.W. (1970) stated that consumer behavior is the process
whereby individuals decide whether, what, when, where, how, and from whom to

13
purchase goods and services. It is a behavior exhibited by people in planning,
purchasing and using economic goods and services, it is an integral part of human
behavior. Human behavior refers to the total process by which individuals interact with
the environment.

Engel, James. F, Henry' F. Fiorillo and Murray A. Cayley (1972) stated that Buying
decisions are strongly influenced by variables like psychological, economic and social
factors, personal factors like demographics, life styles and information from a variety
of sources. A variety of variables covered in consumer behavior literature have been
considered as segment variables. The important categories of variables used in past
research include consumer value, motivations, personality, demographic economic
variables and lifestyle variables. Among these variables, demographic/ economic and
lifestyle variables have been particularly important and continue to draw a lot of
research attention. Buying decisions are strongly influenced by variables like
psychological, economic and social factors, personal factors like demographics, life
styles and information from a variety of sources. A variety of variables covered in
consumer behavior literature have been considered as segment variables. The important
categories of variables used in past research include consumer value, motivations,
personality, demographic variables and lifestyle variables. Among these variables,
demographic and lifestyle variables have been particularly important and continue to
draw a lot of research attention. It is all the psychological, social and physical behavior
of potential customers as they become aware of evaluate, purchase, consume and tell
others about the products or services.

Webster Frederic (1979) stated that buyer behavior is the all psychological, social,
and physical behavior of potential customers as they become aware of evaluate,
purchase, consume, and tell other people about products and services. It always focuses
on the decision processes of the individual consumer or consuming unit, such as family.
It includes all the efforts to describe and explain one or more acts of choice either at a
given time or over a period of time. It concerns the consumer’s investment of money
and personal labour in goods, services and leisure pursuits, or his decisions with respect
to saving and assets or his purchase of ideas.

14
Prof. White P. (1981) stated that advertisement is a purchased publicity, directed
according to a definite plan to secure, maintain and increase the distribution and
consumption of a product. It aids in educating masses regarding business information
related to a business firm promoting its products and services, features of products
advertised by that firm, availability of these products. It proves to be very effective tool
for seller for marketing their products whereas for buyers, advertising helps in
informing them about the availability of a various products and services in the market.

Stanton William J. (1984) stated that a product is a complex of tangible and intangible
attributes, including packaging, color, price, manufacturer’s prestige, retailer’s prestige,
and manufacturer’s and retailer’s services which the buyer may accept as offering
satisfaction of wants or needs. It is applicable to any offering to a market for possible
purchase or use. It encompasses physical objects, services, places organizations,
persons and ideas, it also includes supporting services like design, brand, package,
label. To sum up a product is combination of physical, economic and social and
psychological benefits. It is a non-personal and paid form of sponsor.

Consumers protection Act 1986 states that one who buys goods or hires or avails of
any service for some consideration that is paid or payable. Consumer is a person who
buys any product or service for final consumption for price. The behavior that
consumer behave in the form of acquiring, buying, using, evaluating, or consuming
product, service and idea to fulfill own need, and be the study of the decision making of
consumer in spending resources, both money, time and power for consuming products
and services.

Consumers protection Act 1986 one who uses the goods or hires or avails of any
services with approval of the buyer or hirer. Consumer is a person who buys any
product or hire or avails of any service for his personal use or use of others.

15
Consumers protection Act 1986 one who uses the goods or avails of services to earn
livelihood by self- employment like purchase of truck, car, auto-rickshaw etc.
consumer is a person who purchases the goods to earn his livelihood but not for
commercial purpose for monetary consideration which is paid or agreed to be paid.

Prof Leon G. Schiffman and Leslie Lazon Kanuk (1987) stated that the behavior that
consumers display is searching for, purchasing, using, evaluating and disposing of, if
products and services that they expect will satisfy their needs. Consumers' beliefs and
attitudes have a marked effect on their purchasing behavior when it comes to choosing
types of clothing and brand names. Attitude is a person's evaluation of, or feelings or
inclination towards objects and ideas, and can be positive or negative. Belief covers
knowledge, points of view and opinions.

Tse, D. B. (1989) in his journal he stated that brands create the sense of status
consciousness in many consumers which leads to the sense of recognition and using
different brand products is the new trend of fashion. People feel pleasure when they are
recognized in society, friends and family in connection of specific brand which is
mostly used by a person. Now people want to have very thing branded from the food
they eat, clothes they wear to the decoration of their homes. Status and conspicuous
consumption are also factors which affect the consumer behavior. Consumers now use
the expensive and branded products in order to show their status. The brands which are
used for showing off the luxury, power and wealth are known as status brands The wish
to have a high status is the factor which compels the people to use brands as status
symbol. Brands are consumed to show that the person who used it is highly status
conscious, trendy and wealthy and these brands can be categorized as status brands as
the wish increases, the usage of brands increases.

Aaker, (1991) stated that branding holds tremendous importance since many years; it is
the key to distinguish the goods and services from one to another. Customer's simple
understanding of brand is to associate and reckon with easy information processing
about products purchasing and being certain about the brand to build their trust with

16
time. This reflects the greater need from the organization's point of view to have strong
brands build through proper brand management resulting from effective marketing
programs to create brand equity. The modern concept of branding grew out of the
consumer packaged goods industry and the process of branding has come to include
much more than just creating a way to identify a product or company. Branding today
is used to create emotional attachments to products and companies. Branding efforts
create a feeling of involvement, a sense of higher quality and an aura of intangible
qualities that surround the brand name, mark or symbol.

Keller, Kevin (1993) stated that conceptualizing, measuring, and managing customer-
based brand equity. Brand awareness is related to the functions of brand identities in
consumers’ memory and can be measured by how well the consumers can identify the
brand under various conditions. Brand awareness is also central to understanding the
consumer purchase decision process. Strong brand awareness can be a predictor of
brand success. It is an important measure of Brand strength or Brand equity and is also
involved in customer satisfaction, brand loyalty and the customer's brand relationships.
Brand awareness is a key indicator of a brand's market performance. Every year
advertisers invest substantial sums of money attempting to improve a brand's overall
awareness levels. Many marketers regularly monitor brand awareness levels, and if
they fall below a predetermined threshold, the advertising and promotional effort is
intensified until awareness returns to the desired level. Setting brand awareness goals or
objectives is a key decision in marketing planning and strategy development. Brand
awareness is one of major brand assets that adds value to the product, service or
company. Investments in building brand awareness can lead to sustainable competitive
advantages, thus, leading to long-term value.

Stanton W.J., Etzel M.J. and Walker B.J. (1994) stated that brand is comprehensive,
encompassing other narrow terms. A brand is a name and/or mark intended to identify
the product of one seller or group of sellers and differentiate the product from
competing products. It creates perceived value for consumers through its personality in
a way that makes it stand out from other similar products, it intricately intertwined with

17
the public’s perception and consistently provides consumers with a secure sense that
they know what they are paying for.

Aaker (1996) states that Brand awareness is an asset that can be inordinately durable
and thus sustainable. It may be extremely difficult to dislodge a brand that had achieved
a dominant awareness level. Brand awareness is vitally important for all brands but
high brand awareness without an understanding of what sets one apart from the
competition does one virtually no good. Organizations can generate brand awareness
by, firstly having a broad sales base, and secondly becoming skilled at operating
outside the normal media channels. Brand awareness is measured according to the
different ways in which consumers remember a brand, which may include brand
recognition, brand recall, top of the mind brand and dominant brand. Brand awareness
as into further elaboration is the capacity of consumers to recognize or remember a
brand and there is a linkage between the brand and the product class, but the ink does
not have to be strong. Brand awareness is a process from where the brand is just known
to a level when the consumers have put the brand on a higher rank.

Shermach, K. (1997) stated that brand loyalty is very important for the success of
every type of brand. Consumers can be loyal to a specific brand Loyal consumers help
in gaining a high market share. To make new customer loyal, it needs to invest five
times more cost than to retain the current and existing consumers. Loyal consumers can
provide the competitive edge against competitors which is a significance factor for
success The word loyalty usually refers to the association and recognition. When a
consumer is loyal to brand, he will always prefer that brand upon other brands and he is
purchasing that product from many years. Whenever he will need to buy a particular
product, the same brand will come to his mind which he always buys due to his
attachment and satisfaction which he expects from that brand.

McGoldrick, P.a. (1997) stated in his journal that the word loyalty usually refers to the
association and recognition. When a consumer is loyal to brand, he will always prefer
that brand upon other brands and he is purchasing that product from many years.

18
Whenever he will need to buy particular product, the same brand will come to his mind
which he always buys due to his attachment and satisfaction which he expects from that
brand. With the growing pace of globalization, competition is increasing and to
compete with other brands, innovation is needed.

Eastman, J. K (1999) stated that Consumers should have the brand awareness. It
basically includes awareness of brand and the information or image of brand in the
mind of consumers. Awareness of brands help consumers to recall the brands easily
and it creates a positive image about the brand in consumers’ mind. Awareness of
brand leads to the creation of brand image in consumer’s mind which helps in future
purchases of the same product. Brand image is basically the association and attachment
of consumer with the brand. The image of brand means how the brand looks and its
usage comes to his mind. On the other hand, relationship of consumers with brands has
significant effect on consumer behavior. Relationship with the brands build through
trust and satisfaction provided by the brand to consumers and satisfaction and trust
leads to the attachment with the brand. So for creating a relationship in long term with
brands, attachment and association with the brand is necessary because these are the
variables that affect the current and future prices of consumers. Association with a
brand also helps the consumer in saving the switching cost.

Kotler and Armstrong (2000) suggest that two areas need to be evaluated in an
advertising programme. They call them the ‘communication effect’ and ‘the sales
effect. To evaluate the sales effect, company information about sales and sales
expenditure would be needed. To evaluate the communication effect, Kotler and
Armstrong suggested using a number of research tests. They suggest that these
evaluation measures are not perfect. One cost effective way of evaluating the
effectiveness of the advertisement in terms of sales and movement towards purchasing
is what Kotler and Armstrong call integrated direct marketing. It is marketing that has a
response section which can lead to more appropriate communication between the
company and the prospect. This can also give the company the opportunity to trigger
further movement towards purchasing, so it has the potential to have a greater impact
on sales than a similar advertisement without the response section

19
Wood L (2000) stated that brand is a name, term, symbol or a design or a combination
of both of them which is intended to identify the good or services of one seller or group
of sellers and to differentiate them those of competitors. Brand is a comprehensive
term, and includes brand name, brand mark which identifies the product of a seller and
distinguishes it from those of the competitors. Thus a brand identifies the seller or
maker. Under trademark law, the seller is granted exclusive rights to the use of brand
name in perpetuity. A brand is an emotional and physiological relationship a firm has
with a customer, strong brands elicits thoughts, emotion and sometimes-physiological
responses from a customer. A brand is a source of a promise to its customers. It
promises relevant differentiated benefits. It does so not only to place itself into the
purchase consideration set, but even more importantly, to be the brand chosen from that
purchase consideration set. This is also sometimes referred to as the brand’s unique
value proposition. Whether it is called a unique value proposition or a promise of
relevant differentiated benefits, it is very important that the promise or proposition be
delivered consistently at each point of customer contact, time after time.

American Marketing Association (Peter and Olson) (2001) stated consumer

behavior as the dynamic interaction of affect and cognition, behavior, and
environmental events by which human beings conduct the exchange aspects of their
lives. It is the complex and dynamic processes of deciding what product to buy, when
to buy, from where to buy, how to secure, how to use, or how to dispose to satisfy
individuals, groups, or organization’s needs. It is a decision process and physical
activity individuals, groups, or organizations engage in when evaluating. Acquiring,
using, or disposing of goods and services.

Solomon (2002) stated that knowledge of consumer behavior directly affects marketing
strategy. Firms can satisfy those needs only to the extent that they understand their
customers. For this reason, marketing strategies must incorporate knowledge of
consumer behavior into every facet of a strategic marketing plan. Therefore, this study
of clothing purchasing behavior is important for the sector.

20
Leon G. Schiff man (2002) stated that consumer is one who purchases goods or
services for private or personal use or consumption. The consumer is the one who pays
money as the price or the cost of goods and services, he deserves to get what he pays
for, in real quantity and the quality as per his expectations and anticipations.

Kumar (2003) revealed that the majority of the consumers were highly enlightened
and were concerned about the quality of the products. He also revealed that the
consumers, uniformly in urban and rural areas, desired to have quality products at
reasonable prices and trusted more on the advice of the retailers.

Keller (2003) stated that brand awareness can be referred to as the ability of a
consumer to distinguish a brand under various conditions. Keller also noted that brand
awareness is built and increased by familiarity with the brand as a result of repeated
vulnerability which eventually leads to consumer’s experience with the brand.
Consumer’s experience of a particular brand could either be by hearing, seeing, or
thinking about it and this will help the brand to stick in their memory. Brand awareness
is the probability that consumers recognize the existence and availability of a
company’s product or services, creating this awareness by a company are one of the
key steps to promote the company’s goods and services. Brand awareness consists of
both brand recognition and brand recall performance. Brand recognition is the
capability of a customer recognizing a brand as one, which he or she already been
exposed to.

Vaid, H., (2003) stated that brand name is a part of a brand consisting of words, letter,
group of words, or letters comprising a name which is intended to identify the goods or
services of a seller or group of sellers and to differentiate them from those of
competitors. They are shorthand marketing messages that create bonds with customers.
brands are composed of tangible elements related to specific promise, personality, and
positioning and tangible components having identifiable re presentation including
logos, graphics, colors and sounds.

21
Clifton R., and Simson (2003) stated that brand is a name, term symbol or a design or
a combination of them which is intended to identify the goods or services of one seller
or group of sellers and to differentiate them from those of competitors. On other hand,
branding is the process of finding and fixing the means of identification. It is a known
identity of a company in terms of what products and services they offer but also the
essence of what the company stands for in terms of services and other emotional, non-
tangible consumer concerns. To brand something is a company when or person makes
descriptive and evocative communications, subtle and overt statements that describe
what the company stands for.

Philip Kotler (2004) stated that a product is anything that can be offered to a market
for attention, acquisition, use or consumption that might satisfy a want or need. It
includes physical objects, services, persons, places, organizations and ideas. Product is
a basically bundle of physical services and symbolic attributes, expected to yield
satisfaction or benefits given to the buyers.

Kevin Keller (2006) stated what distinguishes a brand from its unbranded commodity
counter parts is the consumer’s perceptions and feelings about the product’s attributes
and how they perform. Ultimately, a brand resides in the minds of consumers. It is very
important for a manufacturer as well as the ultimate customers to build brand’s
personality, It is important to highlight its unique or differentiating qualities and value
to the people to make people aware as to what terms is their product better than others.
Thus brand personality helps in differentiating one’s products and services with others
and aids in competitive advantage.

Prof. starch (2009) stated that advertising is selling in print or representing a

commodity in print to the people in such a way that they may be induced to buy it. It
basically means informing the people about that availability of the product or service,
stimulating their desire for the advertised product or services and inducing them to buy
the same. It plays an essential role in promoting and pushing sales of a particular brand.

22
It builds awareness amongst the masses regarding the different products available in the
market. Effective and attractive advertising sparks an interest in the customers to buy
that advertised product which directly boosts the sales of that product.

Keller, K.L(2010) stated that to examine about the consumer behavior of younger and
older consumers in relation to the factors like income or age. Degree of loyalty is also
influenced by the type of product, importance of product and also the characteristics of
brand. It is proposed that the products like toothpaste which consumers use every day
and for long time, they rarely think about changing these types of products. Sometimes
consumers stay loyal to a brand and avoid switching brand, because they want to be
saved from mistakes and it regulates their buying behavior. It is also found that the
reference groups influence the consumers to choose such type of products which leads
to status consumption and display of wealth and high status which is basically,
conspicuous consumption.

Advertising has a vital role in modern age because its mechanism to build the
behavior of society regarding products. With the help of advertisement people can
enjoy information and make decisions regarding product. People emotional,
psychological and behavioral aspects play a crucial role during buying decision. There
is a significant positive relationship between television ads and consumer buying
behavior. All demographic variables indirectly deal with consumer buying behavior
tendency. In modern age people make shopping for social status, self-esteem and
mental satisfaction. Consumer buying behavior significant positive relation with social
status and brand loyalty. Income has no moderate relation among brand loyalty and
consumer purchase attention.

23
 MANGALORE CITY
History
The History of Mangalore dates back to the 3rd century BC and has been ruled by a
number of rulers like the Kadambas and Vira Harihararaya II. It was later conquered by
the Portuguese, who lost it to Hyder Ali. Mangalore, officially known as Mangaluru, is
the chief port city of the Indian state of Karnataka. It is located about 352 km west of
the state capital, Bangalore, between the Arabian Sea and the Western Ghats mountain
range. It is the second major city in Karnataka state in all aspects after the capital city
Bangalore. It is the only city in Karnataka to have all modes of transport- Air, Road,
Rail and Sea along with 5 other major cities in India. It is also known as Gateway of
Karnataka. It is the largest city in Tulu Nadu region of Karnataka. Mangalore is the
second best business destination in Karnataka after Bangalore and 13th best in India.
The population of urban agglomeration was 6,23,841, according to provisional results
of the 2011 national census of India.
Mangalore developed as a port in the Arabian Sea during ancient times and became a
major port of India. This port handles 75 percent of India’s coffee and cashew exports.
The port is used as staging point for sea traffic along the Malabar Coast. This coastal
city was ruled by seven major powers, including the Kadambas, Alupas, Vijayanagara
Empire, Keladi Nayaks and the Portuguese. The city was a source of contention
between the British and the Mysore rulers, Hyder Ali and Tipu Sultan. Eventually
annexed by the British in 1799, Mangalore remained the part of the Madras Presidency
until India’s independence in 1947. The city was unified with the state of Mysore in
1956.
Mangalore is the largest city and administrative headquarters of the Dakshina Kannada
district, and is one of the most multicultural non-metro cities of India. It is also the
largest city in the Coastal and Malnad regions of Karnataka, besides being a
commercial, industrial. Educational and health care hub on the West Coast of India.
This port city has the second largest airport in Karnataka. Mangalore city urban
agglomeration extends from Ullal in the south to Surathkal in the north, covering a
distance of 30 km. The city has extended in the eastward direction up to Vamanjoor
and Padil. The city’s landscape is characterised by rolling hills, coconut palms,
freshwater streams and hard red-clay tiled- roof buildings. India’s first and only 3D
planetarium is situated in the port city of Mangalore. Mangalore is included in Smart

24
Cities Mission list and one among the 100 smart cities to be developed in India. The
city has an average elevation of 22m above mean sea level. Mangalore has tropical
monsoon climate, and is under the influence of Southwest monsoon.
According to the Scottish physician Francis Buchanan who visited Mangalore in 1801,
Mangalore was a rich and prosperous port with flourishing trading activity. Rice was
the grand article of export, and was exported to Muscat, Bombay, Goa and Malabar.
Supari or Betel-nut was exported to Bombay, Surat and Kutch. Pepper and Sandalwood
were exported to Bombay. Turmeric was exported to Muscat, Kutch, Surat and
Bombay, along with Cassia Cinnamon, Sugar, Iron, Saltpetre, Ginger, Coir and Timber.
The British colonial government did not support industrialisation in the region, and
local capital remained invested mostly in land and money lending, which led to the
later development of banking in the region. With the arrival of European missionaries
in the early 19th century, the region saw the development of educational institutions
and a modern industrial base, modelled on European industries. The opening of the
Lutheran Swiss Basel Mission in 1834 was central to the industrialisation process.
Printing press, cloth-weaving mills and factories manufacturing Mangalore tiles were
set up by the missionaries. When Canara was bifurcated into North Canara in 1859,
Mangalore was transferred into South Canara and became its headquarters. South
Canara remained under Madras Presidency, while North Canara was detached from
Madras Presidency and transferred to Bombay Presidency in 1862.
Later modern and contemporary history: The enactment of the Madras Town
Improvement Act mandated the establishment of the Municipal council on 23 May
1866, which was responsible for urban planning and providing civic amenities. The
Italian Jesuits, who arrived in Mangalore in 1878, played an important role in
education, economy, health, and social welfare of the city. The linking of Mangalore in
1907 to the Southern Railway, and the subsequent proliferation of motor vehicles in
India, further increased trade and communication between the city and the rest of the
country. By the early 20th century, Mangalore had become a major supplier of
educated manpower to Bombay, Bangalore, and the Middle East.

Geographic and Climate

Mangalore is located at 12.87°N 74.88°E in the Dakshina Kannada district of

Karnataka. It has an average elevation of 22 m above mean sea level. It is the

25
administrative headquarters of the Dakshina Kannada district, the largest urban coastal
centre of Karnataka. Mangalore is situated on the west coast of India, and is bounded
by the Arabian Sea to its west and the Western Ghats to its east.Mangalore city, as a
municipal entity, spans an area of 184 km2. Mangalore experiences moderate to gusty
winds during day time and gentle winds at night.The topography of the city is plain up
to 30 km inside the coast, and changes to undulating hilly terrain sharply towards the
east in Western Ghats.The geology of the city is characterised by hard laterite in hilly
tracts and sandy soil along the seashore. The Geological Survey of India has identified
Mangalore as a moderately earthquake-prone urban centre and categorised the city in
the Seismic III Zone.The Netravati and Gurupura rivers rivers encircle the city, with the
Gurupura flowing around the north and the Netravati flowing around the south of the
city.The rivers form an estuary at the south-western region of the city and subsequently
flow into the Arabian sea.Coconut trees, palm trees, and Ashoka trees comprise the
primary vegetation of the city.
Under the Koppen climate classification, Mangalore has a tropical monsoon climate
and is under the direct influence of the Arabian Sea branch of the southwest monsoon.
It receives about 95 per cent of its total annual rainfall within a period of about six
months from May to October, while remaining extremely dry from December to
March. The average annual precipitation in Mangalore is 3,796.9 millimetres. Humidity
is approximately 75 per cent on average, and peaks during May, June and July. The
maximum average humidity is 93 percent in July and average minimum humidity is 56
per cent in January.
The driest and least humid months are from December to February. During this period,
temperatures during the day stay below 34 °C and drop to about 19 °C at night. The
lowest recorded temperature at Panambur is 15.6 °C on January 8, 1992, and at Bajpe it
is 15.9 °C on November 19, 1974 In Mangalore, the temperature has never touched 40
°C, according to the India Meteorological Department. The highest ever recorded
temperature in Mangalore is 38.1 °C on March 13, 1985.The summer gives way to the
monsoon season, when the city experiences the highest precipitation among all urban
centres in India, due to the influence of the Western Ghats.The rains subside in
September, with the occasional rainfall in October. The highest rainfall recorded in a
24-hour period is 330.8 millimetres on 22 June 2003.In the year 1994, Mangalore
received very heavy annual rainfall of 5,018.52 millimetres.

26
Economy
Mangalore's economy comprises industrial, commercial, agricultural processing and
port-related activities. The New Mangalore Port is India's eighth largest port, in terms
of cargo handling.It handles 75 per cent of India's coffee exports and the bulk of its
cashew nuts.During 2000–01, Mangalore generated a revenue of ₹33.47 crore to the
state.Imports through Mangalore harbour include crude oil, edible oil, LPG, and
timber.The city along with Tuticorin is also one of two points for import of wood to
South India.
The city's major petrochemical industries include Mangalore Refinery and
Petrochemicals Ltd., Mangalore Chemicals and Fertilizers Ltd , Kudremukh Iron Ore
Company Ltd. , Hindustan Petroleum Corporation Ltd. , Bharat Petroleum Corporation
Ltd ,JBF Petrochemicals and Total Oil India Limited. The Oil and Natural Gas
Corporation plans to invest over ₹35,000 crores in a new 15 million-tonne refinery,
petrochemical plant and power, as well as Liquefied natural gas plants at the Mangalore
Special Economic Zone. Indian Strategic Petroleum Reserves Ltd, a special purpose
vehicle under the Oil Industry Development Board, has developed strategic crude oil
reserves in Mangalore and two other places in India. Out of the 5 million metric tonnes
storage, 1.5 million metric tonnes is stored at Mangalore. India has built 5.33 million
tons of strategic crude oil storages at Mangalore, Padur in Karnataka and at
Visakhapatnam to ensure energy security. Bharati Shipyard Ltd now known as Bharati
Defence and Infrastructure Limited. Has established its ship building site near
Tannirbavi in Mangalore.

Demographic
Mangalore is known as Kudla in Tulu, Kodial in Konkani, Maikāla in Beary,
Mangaluru in Kannada and Mangalapuram in Malayalam.The city has a population of
623,841 as per the 2011 census of India.Male literacy rate was 96.49%, while the
female literacy rate was 91.63%. About 8.5% population was under six years of
age.The Human Development Index of Mangalore city is 0.83.The death rate and Infant
mortality rate were at 3.7% and 1.2% respectively.According to the 2011 census, 7726
people reside in slums in Mangalore city, which is 1.55% of the total population.The

27
languages spoken in Mangalore are Tulu, Konkani, Kannada, Beary, English,
Malayalam and Hindi.
Hinduism is the largest religion in Mangalore, with Devadiga, Mogaveera, Billavas,
Ganigas, Bunts, Vishwakarma, Kota Brahmins, Shivalli Brahmins, Havyaka Brahmins,
Sthanika Brahmins, Goud Saraswat Brahmins and Chitpavan Brahmins, Daivadnyas
are the major communities in Hindus.Christians form a sizeable section of
Mangalorean society, with Mangalorean Catholics accounting for the largest Christian
community. Protestants in Mangalore typically speak Kannada. Anglo-Indians were
also part of the Mangalorean Christian Community.
Mangalore has one of the highest percentage of Muslims as compared to other cities in
Karnataka. Most Muslims in Mangalore are Bearys, who speak the Beary
language.Majority of them follow the Shafi'i school of Fish . Mangalore also has a
small group of Urdu-speaking Dakhini Muslims.There is also a small community of
Tuluva Jains, Gujaratis and Marathis.

Culture
Many classical dance forms and folk art are practised in the city. The Yakshagana, a
night-long dance and drama performance, is held in Mangalore,while Pilivesha, a folk
dance unique to the city, is performed during Dasara and Krishna Janmashtami. Karadi
Vesha is another well-known dance performed during Dasara.Paddanas are sung by a
community of impersonators in Tulu and are usually accompanied by the rhythmic
drum beats.The Bearys' unique traditions are reflected in such folk songs as kolkai,
unjal pat, moilanji pat, and oppune pat .The Evkaristik Purshanv is an annual Catholic
religious procession led on the first Sunday of each year. The Shreemanti Bai Memorial
Government Museum in Bejai is the only museum in Mangalore.
Most of the popular Indian festivals are celebrated in the city, the most important being
Dasara, Diwali, Christmas, Easter, Eid and Ganesh Chaturthi. Kodial Theru, also
known as Mangaluru Rathotsava is a festival unique to the Goud Saraswat Brahmin
community, and is celebrated at the Sri Venkatramana Temple in Mangalore.The
Mangalorean Catholics community's unique festivals include Monti Fest, which
celebrates the Nativity feast and the blessing of new harvests.The Jain Milan, a
committee comprising Jain families of Mangalore, organises the Jain food festival
annually, while festivals such as Mosaru Kudike, which is part of Krishna Janmashtami

28
festival, is celebrated by the whole community. Aati, a festival worshiping Kalenja, a
patron spirit of the city, occurs during the Aashaadha month of Hindu calendar.
Festivals such as Karavali Utsav and Kudlotsava are highlighted by national and state-
level performances in dance, drama and music.Bhuta Kola, is usually performed by the
Tuluva community at night. Nagaradhane is performed in the city in praise of Naga
Devatha, who is said to be the protector of all snakes. An ancient ritual associated with
the Hindu temples in rural areas Kori Katta a religious and spiritual cockfight, is held at
the temples and also allowed if organized as part of religious or cultural events.

Civic administration
The Mangalore City Corporation is the municipal corporation in charge of the civic and
infrastructural assets of the city. Mangalore has a city area of 184 km2. Municipal
limits begin with Surathkal in the north, to Netravati river bridge in the south and
western sea shore to Vamanjoor in the east. The Mangalore City corporation council
comprises 60 elected representatives, called corporators, one from each of the 60 wards
of the city.A corporator from the majority party is selected as a Mayor. The
headquarters of Mangalore6 City Corporation is at Lalbagh. Until the revision of Lok
Sabha and the legislative constituencies by the Delimitation commission, Mangalore
contributed two members to the Lok Sabha, one for the southern part of the city which
fell under the Mangalore Lok Sabha constituency, and another for the northern part of
the city which fell under the Udupi Lok Sabha constituency. Additionally, Mangalore
sends three members to the Karnataka Legislative Assembly from Mangalore City
South, Mangalore City North and Mangalore. With the revision, the entire Mangalore
taluk now falls under the Dakshina Kannada Lok Sabha constituency, resulting in
Mangalore contributing only one Member of Parliament.

Education
The pre-collegiate mediums of instruction in schools are predominantly English and
Kannada, and the medium of instruction in educational institutions after matriculation
is English. Schools and colleges in Mangalore are either government-run or run by
private trusts and individuals. The schools are affiliated with either the Karnataka State
Board, Indian Certificate of Secondary Education, the Central Board for Secondary

29
Education and the National Institute of Open Schooling boards. The earliest schools
established in Mangalore were the Canara High School, Basel Evangelical School,St.
Ann's High School, Rosario High School and Milagres School.
The Kasturba Medical College established in 1953, was India's first private medical
college and also Manipal College of Dental Sciences. Established. A public library run
by the Corporation Bank, is located at Mannagudda in Mangalore. Mangalore
University was established on 10 September 1980. It caters to the higher educational
needs of Dakshina Kannada, Udupi and Kodagu districts, and is a National Assessment
and Accreditation Council accredited four-star level institution.

Transport
Air: Mangalore International Airport is an international airport which is located near
Bajpe or Kenjar, and is located about 13 kilometres north-east of the Mangalore city
centre. It operates regular scheduled flights to major cities in India and the Middle East.
It is the second largest and second busiest airport in the state of Karnataka. The new
terminals and runways at the airport accommodate both cargo and passenger
requirements.State-run government buses Vajra Volvo ply between the city and the
airport
Road: Five National Highways pass through Mangalore. NH-66, which runs from
Panvel to Kanyakumari, passes through Mangalore in a north–south direction and
connects with Udupi, Bhatkal, Karwar, Goa, etc. in north and Kannur, Kochi,
Thiruvananthapuram, etc. in the south while NH-75 runs eastward to Bangalore and
Vellore. NH-169 runs north-east from Mangalore to Shimoga. NH-73, a 315-km long
National Highway connects Mangalore to Tumkur. NH-275 also connects Mangalore
with Bangalore via Mysore. National Highways Authority of India is upgrading the
national highways connecting New Mangalore Port to Surathkal on NH-66 and BC
Road junction on NH-75. Under the port connectivity programme of the National
Highways Development Project a 37.5-kilometre stretch of these highways will be
upgraded from two-lane to four-lane roads.
Even though Mangalore's city bus service is dominated by private operators, with
routes covering the full extent of the city and beyond, Karnataka State Road Transport
Corporation is plying buses in multiple routes. Two distinct sets of routes for the buses
exist—city routes are covered by city buses, while intercity routes are covered by

30
service and express buses. Karnataka State Road Transport Corporation operates long
distance bus services from Mangalore to other parts of the state. The other key players
who run bus services from Mangalore are the Dakshina Kannada Bus Operators
Association and the Canara Bus Operators Association. There are also Karnataka State
Road Transport Corporation run green colour city buses plying from the State Bank bus
stand. These buses travel to different parts of the city and its suburbs.
Cab providers like Ola Cabs and Uber also offer transport services in the city, and their
services are extended to the Mangalore International Airport.
Rail: Rail connectivity in Mangalore was established in 1907. Mangalore was also the
starting point of India's longest rail route. The city has three railway stations Mangalore
Central, Mangalore Junction and Surathkal railway station. A railway track, built
through the Western Ghats, connects Mangalore with Hassan. The broad gauge track
connecting Mangalore to Bangalore via Hassan was opened to freight traffic in May
2006 and passenger traffic in December 2007.Mangalore is also connected to Chennai,
Thiruvananthapuram, Kochi, and Kollam through the Southern Railway and to
Mumbai, Bhatkal, Karwar, Gujarat, Ajmer and Goa via the Konkan Railway.
Sea: The Mangalore Harbor has shipping, storage, and logistical services, while the
New Mangalore Port handles dry, bulk, and fluid cargoes. The New Mangalore Port is
also equipped to handle petroleum oil lubricants, crude products and LPG containers. It
is also the station for the coast guard. This artificial harbor is India's eighth largest port,
in terms of cargo handling, and is the only major port in Karnataka. Foreigners can
enter Mangalore through the New Mangalore Port with the help of Electronic visa.
Cruise ships from Europe, North America and UAE arrive at New Mangalore Port.

Sports
Traditional sports: Traditional sports like Kambala, contested in water filled paddy
fields, and Korikatta are very popular in the city. The Kambala of Kadri is a traditional
sports event organized within the city limits. A locality in Mangalore named "Kadri
Kambla", is named after this sport. Plikula Kambala is yet another Kambala event
organized within the city.
Kite festivals: International Kite festivals are organized in Panambur Beach which
attract kite enthusiasts from countries like France, Netherlands, Australia and United
Kingdom.The city's own group of kite enthusiasts — Team Mangalore — participates

31
with kites named Kathakali, Yaksha, Gajaraja, Bhoota Kola, Pushpaka Vimana, Garuda
and Vibhishana.
Surfing:Mangalore hosted the first edition of Indian Open of Surfing in 2016. Mantra
Surf Club, located at Mulki has trained surfers to represent India at the International
Surfing Association World and Paddleboard Championship, held in Fiji. The second
edition of Indian Open of Surfing was also held in Mangalore.
Football: Football is also quite popular in the city and is usually played in the maidans,
with the Nehru Maidan being the most popular venue for domestic
tournaments.Dakshina Kannada District Football Association, annually organizes the
"Independence Day Cup" on the occasion of Independence Day at District Football
Grounds adjacent to Nehru Maidan.Various schools and colleges from across Dakshina
Kannada, Udupi, and Kodagu districts participate and the matches are conducted under
seven categories — higher primary school, high school, P.U.C. boys, college boys,
P.U.C girls and college girls.
Chess: Chess is also a popular indoor sport in the city.Mangalore is the headquarters of
South Kanara District Chess Association, which has hosted two All India Open Chess
tournaments.
Others: Other sports such as tennis, squash, billiards, badminton, table tennis and golf
are played in the numerous clubs and gymkhanas. Pilikula Nisargadhama, an integrated
theme park, has a fully functional nine-hole golf course at Vamanjoor. U S Mallya
Indoor Stadium offers sporting facilities for badminton and basketball in the city.

Media
Mangalooru Samachara, the first ever newspaper in Kannada, was brought out by Rev.
Hermann Friedrich Mögling of the Basel mission in 1843.The first ever Kannada to
English dictionary was published in Mangalore by Ferdinand Kittel in 1894. Major
national English language newspapers such as Times of India, The Hindu, The New
Indian Express, Deccan Herald and Daijiworld publish localised Mangalore editions.
The Madipu, Mogaveera, Samparka and Saphala are well-known Tulu periodicals in
Mangalore. Popular Konkani language periodicals published in the city are Raknno,
Konknni Dirvem and Kannik. Beary periodicals like Jyothi and Swatantra Bharata are
also published from Mangalore. Among Kannada newspapers, Udayavani by Manipal
Press Ltd, Vijaya Karnataka, Prajavani, Kannada Prabha, Varthabharathi, Samyukta

32
Karnataka and Hosa Digantha are popular. Evening newspapers such as Karavali Ale,
Mangalooru Mitra, Sanjevani and Jayakirana are also published in the city. The
Konkani language newspaper Kodial Khabar is released fortnightly. Malayalam
newspapers such as Malayala Manorama and Madhyamam publish localised Mangalore
editions.
All India Radio has a studio at Kadri that airs program during scheduled hours.
Mangalore's private FM stations include Radio Mirchi 98.3 FM, Big 92.7 FM and Red
93.5 FM. Radio SARANG 107.8 is a community radio run by St. Aloysius College.
There are multiple local TV channels which telecast programmes, news in Tulu,
Konkani, Beary, and Kannada. Namma TV, V4 News and Spandana are some of the
local TV channels. Namma Kudla and Posa Kural are the Tulu channels dedicated to
Tulu programs. Mangalore is home to the Tulu film industry, which releases one film
per month on average.Popular Tulu films include Kadala Mage and Suddha .Tulu
dramas, mostly played in the Town Hall at Hampankatta, are very popular. In 2006, a
Tulu film festival was organised in Mangalore. Tulu Cinemotsava 2015 was organized
in January 2015

Utility services
Electricity in mangalore is regulated by the karnataka power transmission corporation
limited and distributed through mangalore electricity supply company major industries
like mangalore refinery and petrochemicals and Mangalore Chemicals & Fertilizers
operate their own captive power plants.
Potable water to the city is supplied from the vented dam, constructed across the
Netravati river at thumbe, 14 kilometres from mangalore. The karnataka urban
development and Coastal environment management project aims to improve safe water
supply systems and reduce leakage and losses in the distribution system in Mangalore.
The official garbage dumping ground of mangalore is in Vamanjoor.The city generates
an average of 175 tons per day of waste, which is handled by the health department of
the Mangalore City Corporation.
Fixed Line telecom services are offered alongside global system for mobile and Code
division multiple access mobile services. Mangalore is the headquarters of the
Dakshina kannada telecom district, the second largest telecom district in Karnataka.
Prominent broadband internet service providers in the city include Tata indicom, Airtel

33
and DataOne by Bharath sanchar nigam ltd. Bharti airtel, Vodafone India, Reliance Jio
and Idea Cellular have launched 4G LTE service in the city.

Tourism
The city is called the Gateway of Karnataka  and lies between the Arabian Sea and the
Western Ghats.The various temples and buildings in Mangalore include the
Mangaladevi Temple, Kadri Manjunatha temple, St Aloysius Chapel, the Rosario
Cathedral, Milagres Church, Dargah of Hazrat Shareef ul Madni at Ullal and the
Zeenath Baksh Jumma Masjid in Bunder.The city is also known for beaches such as
Panambur, Tannirbavi, NITK beach, Sasihithlu beach, Someshwara beach, Ullal beach,
Kotekar beach and Batapady beach. Panambur and Thannirbhavi beaches attract
tourists from across the country. Panambur beach has many facilities including jet ski
rides, Boating, dolphin viewing, food stalls, besides trained beach lifeguards and patrol
vehicles to ensure the safety of the visitors. Saavira Kambada Basadi is situated 34 km
northeast of Mangalore in the town of Moodabidri. The Sultan Battery watch tower,
built by Tipu Sultan, situated in Boloor, is on the banks of Gurupura River where one
can take the ferry ride by paying small amount across the river and reach Tannirbhavi
Beach.Adyar waterfalls is at the outskirts at about 12 km from the city.

Impact of advertisement, brand awareness, and purchase behavior in

Mangalore
Mangalorean youth seem to swear by the brand both national and international. With
the opening of super and hyper markets, cloth and accessory stores, eateries and
multiplexes, Mangalorean’s now have more variety to choose from. To the question:
“which is your favourite brand of apparel?”, one of the students came up with 30
names. Apparel seemed to have a greater visibility in malls, especially for the young
shoppers. The slogan of a popular international cosmetic brand is preferred by most of
the females. It is revealed that most of the Mangalorean youth prefer to buy mobile
phones of high-end brands, never mind the price. The shopping scene in the port city
has apparently received a makeover with “brand” becoming the determining factor.
Most of the youth said they buy more branded products now than before. International
labels have added a variety to the life of Mangalorean’s. Their familiarity with more
than 25 of the 30 international brands available.

34
Problems faced by Mangalorean youth
Respondents in Mangalore do not have access to all the branded products only few
selected products are available in Mangalore. Respondents in Mangalore are dependent
on branded products, they spend their money in buying unnecessary branded products.
They think branded product are prestigious. Respondents spend lot of money in buying
such items which they do not use day to day. Some of the respondents buy only to raise
their standard of living. Respondents buy branded products to show it to their friends,
relatives and the society and not for themselves. Few people in Mangalore do not know
about existing products this is because they skip advertisements in TV. Some of them
do not know the information of the products when they go to purchase them, they
easily get fooled by the sellers and they will not know the difference between branded
products and unbranded products.

35
Data analysis and interpretation means to analyse the collected data and interpreting its
results. In this chapter the data will be collected by means of questionnaire from the
youth has been analysed by percentage method and the results obtained has been
presented with the help of tables and diagrams

Gender No. of respondents Percentage

Male 30 50
Female 30 50
Total 60 100
Table No. 4.1: Table showing the respondents on the basis of their gender

Source: Survey data

Chart No. 4.1: chart showing the respondents on the basis of their gender

GENDER

MALE
FEMALE
FEMALE MALE
50% 50%

Interpretation

The above table and chart shows that 50% of the respondents are male and 50%
are female.

Table No. 4.2: Table showing respondents on the basis of their educational
qualification

36
Educational No. of respondents Percentage
qualification
Below SSLC 0 0
PUC 3 5
Graduation 49 81.67
Post-graduation 8 13.33
Total 60 100
Source: Survey data

Chart No. 4.2: Chart showing the respondents on the basis of their
Educational qualification

Educational Qualification

0 10 20 30 40 50 60 70 80 90

Below SSLC PUC Graduation Post Graduation

Interpretation

The above table and chart shows the Educational qualification of the respondents.
Respondents who did Graduation are more by 81.67% and then comes the customers
whose Educational qualification is Post graduation with13.33% then comes the
customers whose educational qualification is PUC with 5%.

Table No. 4.3: Table showing occupation of respondents

Occupation No. of respondents Percentage

Student 42 70
Working 12 20

37
Searching for job 6 10
Total 60 100
Source: Survey data

OCCUPATION

10%

STUDENT
20% WORKING
SEARCHING FOR JOB

70%

Chart No. 4.3: Chart showing occupation of respondents

Interpretation

The above table and chart shows that Occupation of respondents. Student with 70%
whereas working is 20% and respondents those who are searching for job is of 10%.

Table No. 4.4: Table showing buyers preference to buy branded products

Opinion No. of respondents Percentage

Always 9 15
Only when quality is 38 63.33
important

38
Rarely 13 21.67
Never 0 0
Total 60 100
Source: Survey data

Chart No. 4.4: Chart showing buyers preference to buy branded products

Buyers buy branded products

70
63.33
60

50 Always
only when quality is important
40 rarely
never
30
21.67
20
15

10

0
0

Interpretation

The above table and chart shows the data when buyers prefer to buy branded products.
Buyers prefer to buy branded products only when quality is important is 63.33%, those
who buy rarely is 21.67% and Some respondents who always buy branded products is
15%.

Table No. 4.5: Table showing whether the respondents are price sensitive
customer towards branded products

Opinion No. of respondents Percentage

Always 19 32
Sometimes 40 66
Rarely 1 2
Total 60 100

39
Source: Survey data

Chart No. 4.5: Chart showing whether the respondents are price sensitive
customer towards branded products

Price sensitive customer

Always Sometimes Rarely
2%

32%

67%

Interpretation

The above table and chart shows the data of price sensitive customers. The respondents
who are sometimes price sensitive is 66%, those who are always price sensitive is 32%
and rarely is 2% so the customers who are sometimes price sensitive is more.

Table No. 4.6: Table showing whether respondents will stick to the same
product even if their price increase and they are loyal customer of that
product.

Opinion No. of respondents Percentage

Yes, Irrespective of the price 6 10
Up to a certain limit in price 34 56.67
increase
No, I may look for different 20 33.33
product
Total 60 100
Source: Survey data

40
Chart No. 4.6: Chart showing whether respondents will stick to the same
product even if their price increase and they are loyal customer of that
product

Who will stick to same product

56.67

Yes, Irrespective of the price

Up to a certain limit in price
increase
No, I may look for different
product

10

Interpretation

The above table and chart shows the data of showing customers those who will stick to
the same product even if their price increase and they are loyal customer of that product
is more if the price increase upto a certain limit is 56.67% and 10% is if the price
increase to any limit and 2% of the customers look for a different product.
Table No. 4.7: Table showing respondents for whom country of origin
affects product purchase decision
Opinion No. of respondents Percentage
Always 6 10
Sometimes 33 55
Rarely 21 35
Total 60 100
Source: Survey data

Chart No. 4.7: Chart showing the respondents for whom country of origin
affects product purchase decision

41
 Country of origin affects

Rarely
3% Always
15%

Always
Sometimes
Rarely

Sometimes
82%

Interpretation

The above table and chart shows that for 82% of the respondent’s country of origin
matters only sometime where as 15% of the respondent’s country of origin of a product
matters always and for 3% rarely it matters.

Table No. 4.8: Table showing influence of respondents to buy particular

product

Choices No. of respondents Percentage

Advertisement 24 25
Attractive Packaging 9 9
Shop display 13 13
Offers/Discount 33 34
Price 19 19
Total 60 100
Source: Survey data

42
Chart No. 4.8: Chart showing influence of respondents to buy particular
product

What influenced to buy a particular brand

Price
19%
Advertisement
24%

Attractive Packaging
9%

Offers/Discount
34% Shop display
13%

Advertisement Attractive Packaging Shop display Offers/Discount Price

Interpretation

The above table and chart shows the data of respondents what influenced respondents
to buy particular brand. 34% of respondents are influenced by offers/discount, likewise
25% based on advertisement, on price is 19%, 13 % based on shop display and 9%
based on attractive packaging.

Table No. 4.9: Table showing respondents that makes them notice a brand

Choices No. of respondents Percentage

Quality 53 59.55
Advertisement 17 19.10
Endorsing celebrity 2 2.25
Price 17 19.10
Total 60 100
Source: Survey data

Chart No. 4.9: Chart showing respondents that makes them notice a brand

43
 Notice a brand

19% QUALITY
ADVERTISEMENT
2% ENDORSING CELEBRITY
PRICE

19% 60%

Interpretation

The above table and chart shows the data of respondents stating what makes them
notice a brand. Quality has 59.55% whereas advertisement is 19.10%, price is 19.10%.
and endorsing celebrity is 2.25%.

Table No. 4.10: Table showing the opinion of respondents stating whether
popular celebrities are good ambassadors and investing in them is a good
strategy
Opinion No. of respondents Percentage
Yes 12 20
No 4 6.67
Sometimes, maybe 39 65
Rarely, Not sure 5 8.33
Total 60 100
Source: Survey data

Chart No. 4.10: Chart showing the opinion of respondents stating whether
popular celebrities are good ambassadors and investing in them is a good
strategy

44
 P o p u l a r Cl eb ret i es g o o d a mb a ssa d o rs
65

20

6.67 8.33

Yes No Sometimes, maybe Rarely, Not sure

Interpretation

The above table and chart shows the opinion of respondents stating whether popular
celebrities are good ambassadors and investing in them a good strategy and the 65% of
the opinion is maybe, 20% opinion is yes, 8.33% opinion is not sure and 6.67% opinion
is no.

Table No. 4.11: Table showing whether respondents experiment with

different brands
Opinion No. of respondents Percentage
Yes 34 56.67
No 6 10
Sometimes 20 33.33
Total 60 100
Source: Survey data

Chart No. 4.11: Chart showing whether respondents experiment with

different brands

45
 Experiment with different brands

2%
15%

Yes
No
Sometimes

83%

Interpretation

The above table and chart shows the data respondents who experiment with different
Brands 83% of the respondent’s experiment with different brands, 15% of the
respondents do not experiment with different brands and 2% experiment only
sometimes. Comparatively the number customers experiment with different brands is
higher.

Table No. 4.12: Table showing the respondents who think branded
products are better than unbranded products

Opinion No. of respondents Percentage

Yes 29 48.33
No 5 8.33
Sometimes 26 43.33
Total 60 100
Source: Survey data

46
Chart No. 4.12: Chart showing the respondents who think branded
products are better than unbranded products

Br a nde d pr oduc ts ar e be tte r than unbr ande d

pr oduc ts
yes; 48.33
50
Sometimes; 43.33
45
40
35
30
25
20
15 No; 8.33
10
5
0
yes No Sometimes

Interpretation

The above table and chart shows the data of respondents who say branded products are
better than unbranded products. 48.33% of the respondents that branded products are
better than unbranded products. 8.33% of the respondents do not agree and 43.33% of
the respondents say sometimes branded products are better than unbranded products.

Table No. 4.13: Table showing preference of respondents while shopping

for the products
Opinion No. of respondents Percentage
Clothes 52 37.14
Accessories 33 23.57
Shoes and bags 33 23.57
Cosmetics 15 10.71
Utensils 7 5
Total 60 100
Source: Survey data

Chart No. 4.13: Chart showing preference of respondents while shopping

for the products

47
 Customers go shopping for
37.14

23.57 23.57

10.71

Clothes Accessories Shoes and bags cosmetics utensils

Interpretation

The above table and chart shows the data showing what they go shopping for and
37.14% of the respondents go shopping for clothes, 23.57% of the respondents go
shopping for accessories, shoes and bags and 10.71% of the respondents go shopping
for cosmetic products and 5% go for utensils.

Table No. 4.14: Table showing how much influence do respondents feel
advertisement have on their buying behaviour
Opinion No. of respondents Percentage
Large influence 18 30
Medium influence 33 55

Low influence 9 15
Total 60 100
Source: Survey data

Chart No. 4.14: Chart showing how much influence do respondents feel
advertisement have on their buying behaviour

48
 Influence of advertisement

Low influence
15%
Large influence
30%

Medium
influence
55%

Interpretation

The above table and chart shows that 55% of the respondents have medium influence
on advertisement on their buying behavior, 30% of the respondents have large
influence and 15% have low influence

Table No. 4.15: Table showing respondents look out for in an advertisement

Opinion No. of respondents Percentage

Product information 37 31.90
Price information 22 18.97
Discount and deals 26 22.41
Features 31 26.72
Total 60 100
Source: Survey data

Chart No. 4.15: Chart showing what respondents look out for in
advertisement

49
 Consumer's look in advertisement

35 31.9

30 26.72

22.41
25
18.97
20

15

10

0
Product information Price information Discount and deals Features

Interpretation

The above table and chart shows the data what respondents look out for in an
advertisement and 31.9% of the respondents look for product information, 18.97% look
for price information, 22.41% look out for discount and deals and 26.72% look out for
features.

Table No.4.16: Table showing whether quality of advertisement change

respondent’s perception
Opinion No. of respondents Percentage
Always 22 36.67
Sometimes 30 50
Rarely 8 13.33
Total 60 100
Source: Survey data

Chart No.4.16: chart showing whether quality of advertisement change

respondent’s perception

50
 Quality of advertisement change consumers perception

Rarely 13.33

Sometimes 50

Always 36.67

Interpretation

The above table and chart shows that whether Quality of advertisement change
respondent’s perception. Sometimes respondent’s quality of advertisement perception
changes is 50%, 36.67% of the respondent’s perception changes always and remaining
13.33% of the respondent’s perception never changes.

Table No. 4.17: Table showing effective means of advertisement for

respondents

Choice No. of respondents Percentage

TV Advertisement 43 38.39
Mobile advertisement 35 31.25
Sponsorship 10 8.93
advertisement
Posters/Banners 18 16.07
Radio 4 3.57
Pamphlets 2 1.79
Total 60 100
Source: Survey data

51
Chart No. 4.17: Chart showing effective means of advertisement for
respondents

Effective means of advertisement

38.39

31.25

16.07
8.93
3.57
1.79

TV Mobile Sponsorship Posters/Banners Radio Pamphlets

Advertisement advertisement advertisement

Interpretation

The above table and chart shows effective means of advertisement for the respondents.
38.39% say that TV advertisement is an effective means of advertisement, 31.25% say
that mobile advertisement, 16.07% say posters and banners, 8.93 say sponsorship
advertisement, 3.57% say radio and 1.79% say that pamphlets is effective means of
advertisement.

Table No. 4.18: Table showing if respondents like to try the new products
after watching advertisements

Opinion No. of respondents Percentage

Always 6 10
Sometimes 44 73.33
Rarely 10 16.67
Total 60 100
Source: Survey data

Chart No. 4.18: chart showing if respondents like to try the new products
after watching advertisements

52
  
Consumers like to try the new products after watching
Advertisements

73.33
Always
Sometimes
Rarely
16.67
10

Consumers like to try the new products after watching Advertisements

Interpretation

The above table and chart shows that 73.33% sometimes like to try new products after
watching advertisement, 16.67% rarely like to try and 10% always like to try the new
products after watching Advertisements.

Table No. 4.19: Table showing impact of advertisement on respondents to

their choice to buy a particular product

Impact of No. of respondents Percentage

advertisement
Yes 25 41.67
No 7 11.67
Maybe 28 46.67
Total 60 100
Source: Survey data

Chart No. 4.19: Chart showing opinion of respondents on advertisement

impact their choice to buy a particular product

53
 Impact of advertisement to buy a particular product

3% Yes
21% No
maybe

76%

Interpretation

The above table and chart shows the opinion of respondents on advertisement impact
their choice to buy a particular product and 76% always advertisement impacts on their
choice to buy a particular product, 21% opinion is no and 3% opinion is maybe.

Table No. 4.20: Table showing for how long respondents have been using
branded products

Usage of branded No. of respondents Percentage

products
Less than one year 7 11.67
More than one year 16 26.67
Less than five years 9 15
More than five years 28 46.67
Total 60 100
Source: Survey data

Chart No. 4.20: Chart showing for how long respondents have been using
branded products

54
 Use of branded products
Less than one year
More than one year
Less than five years
More than five years
46.67

26.67

15
11.67

How long consumer’s have been using branded prod...

Interpretation

The above table and chart shows that for how long respondents have been using
branded products and 46.67% of the customers have been using the products more than
five years, 26.67% of the customers have been using the products more than a year,
15% of the customers have been using the products less than five years and 11.76% of
the customers have been using the product less than a year.

Table No. 4.21: Table showing respondents who buy a product if their
favourite celebrity is endorsing it
Opinion No. of respondents Percentage
Always 3 5
Sometimes 32 53.33
Never 25 41.67
Total 60 100
Source: Survey data

Chart No. 4.21: Chart showing respondents who buy a product if their
favourite celebrity is endorsing it

55
 Would consumer buy a product if their favourite celebrity is endorsing it

5%

Always
Sometimes 42%
Never

53%

Interpretation

The above table and chart shows whether the respondents would buy the product if
their favourite celebrity is endorsing it and 53.33% would sometimes buy the product
and 41.67% would never buy the product if their favourite celebrity was endorsing and
5% of the respondents would buy the product if their favourite celebrity was endorsing
it.

Table No. 4.22: Table showing would discount policy affect respondent’s
scheme
Opinion No. of respondents Percentage

Always 20 33.33

Sometimes 38 63.33

Never 2 3.33

Total 60 100

Source: Survey data

Chart No. 4.22: Chart showing would discount policy affect respondent’s
scheme

56
 Discount policy affect consumer’s scheme
Always Sometimes Never

3%

33%

63%

Interpretation

The above table and chart shows that 64% of the respondent affects the discount policy
sometimes, for 33% of the respondents it affects always and for remaining 3% it never
affects.

Table No. 4.23: Table showing how often respondents buy branded
products
Choices No. of respondents Percentage
Very frequently 6 10
Frequently 44 73.33
Rarely 10 16.67
Never 0 0
Total 60 100
Source: Survey data

Chart No. 4.23: Chart showing how often respondent’s buy branded
products

57
 Respondents buying branded products

16.67

73.33

10

Very frequently Frequently Rarely Never

Interpretation

The above table and chart shows the data of how often do the respondents buy branded
products and 73.33% of the respondents buy the branded products frequently, 16.67%
buy them rarely and 10% buy it very frequently.

Table No. 4.24: Table showing according to respondents what will help
build a good brand image
Opinion No. of respondents Percentage

Quality 46 46.46

Communication strategies 9 9.09

Price 25 25.25

Free trials and discounts 19 19.19

Total 60 100

Source: Survey data

58
 Chart No. 4.24: chart showing according to respondents what will help
build a good brand image

Good brand image

46.46

25.25
19.19

9.09

Category 1

Quality Communication strategies Price Free trials and discounts

Interpretation
The above table and chart shows that based on quality 46.46% will help build a good
brand Image, 25.25% based on price and 19.19% based on free trials and discount and
9.09% based on communication strategies.

Table No. 4.25: Table showing which attributes do attract respondents to

purchase a branded product
Choices No. of respondents Percentage
Brand name 33 55
Price 20 33.33
Easy availability 7 11.67
Total 60 100
Source: Survey data

Chart No. 4.25: Chart showing which attributes do attract respondents to

purchase a branded product

59
 Attributes attract customer purchase branded products
Brand NAME Price Easy availability
12%

55%
33%

Interpretation

The above table and chart shows that most of the respondent’s attribute that attracts
them to buy branded products is brand name with 55% then it comes with price 33.33%
and easy availability with 11.67%.

Table 4.26: Table showing on what occasion respondents make purchase

Choice No. of respondents Percentage

Festivals 23 38.33
Gifts 4 6.67
Offers 25 41.67
Weddings 4 6.67
Others 4 6.67
Total 60 100
Source: Survey data

Chart No. 4.26: chart showing on what occasion respondents make

purchase

60
 On what occasion respondents make purchase

Others
Wedding7%
7%
Festival
38%

Offers
42% Gifts
7%

Interpretation

The above table and chart shows that 41.67% buy products during offers,38.33% of the
respondents purchase products during festival, 6.67% purchase products to buy gifts,
6.67% purchase products for wedding and remaining 6.67% of the respondents
purchase products for other purpose.

Table No. 4.27: Table showing whether packing of the product influence
respondents purchase behaviour

Opinion No. of respondents Percentage

Yes 29 48.33

No 12 20

Maybe 19 31.67

Total 60 100

Source: Survey data

Chart No. 4.27: Chart showing whether packing of the product influence
respondents purchase behaviour

61
 Packing of products influence

Yes 32%
No
Maybe 48%

20%

Interpretation

The above table and chart shows that whether packing of the product influence
respondents purchase behaviour and 48% of the respondents packing of product
influenced purchase behaviour, 32% it may influence their purchase behaviour and
20% of the respondents packing doesn’t influence their purchase behaviour.

Table No. 4.28: Table showing whether branded products provide sense of
self-esteem to the respondents

Choice No. of respondents Percentage

Always 23 38.33
Sometimes 31 51.67
Rarely 6 10
Total 60 100
Source: Survey data

Chart No. 4.28: chart showing whether branded products provide sense of
self-esteem to the respondents

62
 Branded products provide sense of self esteem

10%

always
38% sometimes
rarely

52%

Interpretation

The above table and chart shows that whether branded products provide sense of self-
esteem to the customers and 51.67% of the respondents feel sometimes it provides
sense of self-esteem, 38.33% of the respondents feel that it always provides sense of
self-esteem and 10% of the respondents feel it rarely provides sense of self-esteem.

Table No. 4.29: Table showing whether branded products align with values
and beliefs of respondents

Choice No. of respondents Percentage

Yes 17 28.33
No 15 25
Maybe 28 46.67
Total 60 100
Source: Survey data

Chart No. 4.29: Chart showing whether branded products align with values
and beliefs of respondents

63
 Branded products align with values and beliefs

46.67

28.33
25

Yes No Maybe

Interpretation

The above table and chart shows that 46.67% maybe feel branded products align
with values and beliefs of respondents, 28.33% feel branded products align with
values and beliefs of respondents and 25% say branded products do not align
with values and beliefs of respondents.

Table No. 4.30: Table showing when respondents purchase online what are
the goods they usually buy

Choices No. of respondents Percentage

Clothes 38 26.39
Accessories 38 26.39
Bags 24 16.67
Shoes 28 19.44
Cosmetics 12 8.33
Utensils 4 2.78
Total 60 100
Source: Survey data

64
Chart No. 4.30: Chart showing when respondents purchase online what are
the goods they usually buy

What goods respondents buy

3%
8%
26%
Clothes
19% Accessories
Bags
Shoes
Cosmetics
Utensils
17% 26%

Interpretation

The above table and chart shows what goods respondents purchase online and 26% of
the respondents purchase clothes and accessories, 20 of the respondents purchase shoes,
17% of the respondents purchase bags, 8% of the respondents purchase cosmetics and
3% purchase utensils.

Table No. 4.31: Table showing to what extent has the branded products
have been successful to meet respondents need

Opinion No. of respondents Percentage

To the fullest extent 8 13.33
More than 80% 29 48.33
50% - 80% 20 33.33
Less than 50% 3 5
Total 60 100
Source: Survey data

Chart No. 4.31: Chart showing to what extent has the branded products
have been successful to meet respondents need

65
 Branded products have been successful to meet needs

48.33

33.33

13.33
5

To the fullest extent More than 80% 50% - 80% Less than 50%

Interpretation

The above table and chart shows that 48.33% respondents feel that more than 80% of
the branded products have been successful to meet their needs, 33.33% feel 50%-80%
branded products have been successful to meet their needs, 13.33% feel to the full
extent branded products have been successful to meet their needs and 5% feel that less
than 5% branded products have been successful to meet their needs.

66
 Findings

 There are equal number of respondents.

 High number of respondents are graduates with 81.67%
 The occupation of respondents revealed that there are more number of students
with 70%.
 63.33% respondents buy branded products when they prefer quality over other
aspects.
 66% of the respondents sometimes are price sensitive towards branded
products.
 If a price increase upto a certain limit then 56.67% of the customers will stick to
the same product and they are the loyal customer of that product
 Country of origin affects 55% of the customers sometimes.
 Offers/ Discount with 34% influences majority of the respondents to buy
particular product.
 59.55% respondents feel quality of a product makes them notice a brand.
 Sometimes popular celebrities are good ambassadors and investing in them is a
good strategy.
 56.67% of the people experiment with different brands.
 48.33% respondents say branded products are better than unbranded products.
 37.14% consumers prefer to shop for clothes than other products.
 Respondents feel Advertisement has medium influence on their buying
behavior with 55%.
 31.90% respondents look out for product information in the advertisement.
 50% of the respondents feel sometimes quality of advertisement change their
perception.
 According to 39.39% respondent’s TV advertisement is an effective means of
advertisement.
 73.33% of the respondents sometimes like to try the new products after
watching advertisement
 46.67% of the respondents have been using branded products more than five
years.
 Discount policy would sometimes affect the 63.33% respondent’s scheme.
 73.33% respondents very frequently purchase branded products.

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 Respondents with 46.46% feel quality of the product will help build a good
brand image.
 Brand name with 55% attracts the people to purchase branded products.
 41.67% respondents buy products when there is offers.
 For 48.33% of respondents packing of the product influence their buying
behavior.
 46.67% respondents feel sometimes branded products may align with values
and beliefs of people.
 26.39% of the respondents do online purchase they usually purchase clothes and
accessories.

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 Suggestions

 A brand is a promise of certain level of quality, taste and overall experience so

the respondents must prefer to buy branded products
 Advertisement is a great way for consumers to find out about the products or
services they do need.
 Branded companies provide customer feedbacks, feel, security and comfort
these are the things which all customers love for their products.
 Customer should choose something which their friends recommended,
something they watch on television or something which is making them a
promise about his/her brand.
 branded products are well thought, well designed easily accessible. You know
where will you get particular product unlike unbranded which are scattered and
copied and unethical sometimes.
 Consumers should view advertisements and find out about their products
similarly to how they find out about how they find current events in the news.
 Most advertisements will provide consumers with a general idea of product’s
features, price and other aspects of products so they must view the
advertisements and seek information.

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 Conclusion
Brand awareness reflects the popularity of a brand name and is a decisive factor
in purchasing decisions which occur in various contexts. Brand recognition plays a
particularly important role in ecommerce, because the customer cannot handle and
examine the products. Most of the consumers watch television advertisement and do
the purchase based on advertisement, it was observed that the consumer’s choice of
product was related to exposure to advertisement of the product. Branding is a promise
made to a customer that will deliver values beyond expectation.
To conclude the youth of Mangalore, prefer branded products compared to local
products. The youth are highly influenced by advertisements in television and mobile
phones. All the youth are not aware about the brands available to them and some can’t
afford to buy branded products. It also helps them understand the brand awareness and
what problems are being faced by them, to which appropriate measures they have to
take to solve the problem.

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