dissertation_for_cardiff_metropolitan_university (2)

ANINVESTIGATION INTO THERELATIONSHIP BETWEENBRANDING
ANDCONSUMERPERCEPTIONINTHESMARTPHONEINDUSTRY(A
CASESTUDYOFAPPLEIPHONE)
JANNATUN TARANNUM ISMITA
STUDENT ID NUMBER: ST20068635
A dissertation submitted in partial fulfillmentfor requirement
of the Cardiff MetropolitanUniversity, Cardiff, for the award of
a taught Undergraduate’s degree in business studies
Supervisor: David Mwaura

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AN INVESTIGATION INTO THE
RELATIONSHIP BETWEEN BRANDING AND
CONSUMER PERCEPTION IN THE
SMARTPHONE INDUSTRY
A CASE STUDY OF APPLE IPHONE

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ABSTRACT
The study is carried out to investigate the relationship between branding and consumer
perception in the smartphone industry. For this, a case study of Apple IPhone was chosen. Four
major objectives were designed for the study: to investigate the relationship between branding
and consumer perception, to analyze the impact of the branding strategies in the smartphone
industry, to understand on Apple IPhone branding strategy, and to draw relevant
recommendations. As the part of the methodology, quantitative research method was
incorporated and survey stood as the main research strategy. The sample size was 100 who were
the iPhone users and random sampling process is used. The findings revealed that a positive
relationship exist between branding and customer perception. Moreover, positive consumer
perception was governed entirely by the branding mechanism used by the corporation.

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ACKNOWLEDGEMENT
First of all, I would like to express my sincere gratitude to all those people who have directly or
indirectly helped in completing the dissertation. My special thanks goes to my supervisor who
has provided me with valuable guidance, support, suggestions, and motivation for the timely
completion of the dissertation.
I am also very grateful to my parents who always encouraged me to strive and move ahead in
life. Furthermore, I am also very thankful to all the survey respondents who provided me with
their time and relevant information. Without their active participant, I can’t t imagine completing
my dissertation on time and with success.

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TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION ______________________________________ ERROR! BOOKMARK NOT DEFINED.
1.1 BACKGROUND OF THE STU DY ________________________________________________________________________ 7
1.2 BACKGROUND OF THE RESEARCH _____________________________________________________________________ 7
1.3 ORGANIZATION BACKGROUND_______________________________________________________________________ 8
1.4 RATIONALE FOR RESEARCH _________________________________________________________________________ 8
1.5 PROBLEM STATEMENT _____________________________________________________________________________ 9
1.6 RESEARCH AIM ___________________________________________________________________________________ 9
1.7 RESEARCH OBJECTIVES ____________________________________________________________________________ 9
1.8 RESEARCH QUESTIONS ____________________________________________________________________________ 10
1.9 RESEARCH HYPOTHESIS ___________________________________________________________________________ 10
1.10 SIGNIFICANCE OF THE STUDY______________________________________________________________________ 10
1.11 STRUCTURE OF THE STUDY _______________________________________________________________________ 11
CHAPTER 2 LITERATURE REVIEW ________________________________ ERROR! BOOKMARK NOT DEFINED.
2.2 BRANDING ______________________________________________________________________________________ 13
2.3 CONSUMER PERCEPTION __________________________________________________________________________ 14
2.4 BRANDING AND CONSUMER PERCEPTION IN SMARTPHONE INDUSTR Y _______________________________________ 15
2.6 RELATIONSHI P BETWEEN BRANDING AND CONSUMER PERCEPTION _________________________________________ 18
2.7 THEORYAND MODELS _____________________________________________________________________________ 19
2.8 RESEARCH HYPOTHESIS ______________________________________________________ 21
CHAPTER 3 RESEARCH METHODOLOGY__________________________________________________________ 22
3.1 RESEARCH PHILOSOPHY ___________________________________________________________________________22
3.2 RESEARCH DESIGN _______________________________________________________________________________22
3.3 RESEARCH APPROACH ____________________________________________________________________________23
3.4 RESEARCH METHOD ______________________________________________________________________________23
3.5 RESEARCH STRATEGY_____________________________________________________________________________ 24
3.6 DATA COLLECTION _______________________________________________________________________________ 24
3.7 SAMPLING ______________________________________________________________________________________ 25
3.8 DATA ANALYSIS _________________________________________________________________________________ 25
3.9 RELIABILITY AND VALIDITY ________________________________________________________________________ 26
3.10 ETHICAL ISSUES AND RESEARCH LI MITATIONS _______________________________________________________ 26

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CHAPTER 4 – DATA ANALYSIS AND RESULTS_________________________________________________________ 27
4.1 SURVEY QUESTIONNAIRE FOR CUSTOMERS ____________________________________________________________ 27
4.2 DISCUSSION AND ANALYSIS _________________________________________________________________________ 40
4.2.1 ANALYSIS OF IMPACT OF BRANDING ON CUSTOMER PERCEPTION____________________________________________ 41
4.2.2 PROVOKING FACTOR IN SMARTPHONE INDUSTRY INFLUENCING CUSTOMER PERCEPTION __________________________ 42
4.2.3 NEXUS BETWEEN BRANDING AND CUSTOMER PERCEPTION IN THE CONTEXT OF APPLE’S IPHONE ___________________ 43
CHAPTER 5 – CONCLUSION AND RECOMMENDATION ________________________________________________ 45
5.1 CONCLUSION ____________________________________________________________________________________ 45
5.2 RECOMMENDATION _______________________________________________________________________________ 47
BIBLIOGRAPHY_____________________________________________________________________________________ 49
APPENDIX __________________________________________________________________________________________ 58
SURVEY QUESTIONNAIRES _______________________________________________________________________________ 58

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TABLE OF FIGURES
FIGURE 1- CONSUMERS BASED BRAND EQUITY MODELS___________________________________________________________ 19
FIGURE2 - DEDUCTIVE RESEARCH APPROACH _________________________________________________________________ 23
FIGURE3 GENDER OF THE RESEARCH PARTICIPANTS _____________________________________________________________ 27
FIGURE 4 AGE GROUP OF THE RESEARCH PARTICIPANTS __________________________________________________________ 28
FIGURE 5 IMPACT OF BRANDING APPROACH ON CUSTOMER'S BUYING PERCEPTION ______________________________________ 29
FIGURE6 ELEMENTS FOR SATISFACTION WITH SMARTPHONE PROVIDER ______________________________________________ 30
FIGURE 7 INFLUENTIAL BRANDING APPROACH OF APPLE IPHONE___________________________________________________ 31
FIGURE8EFFECTIVE BRANDING AND SATISFIED CUSTOMER OF IPHONE _______________________________________________ 33
FIGURE9 IMPACT OF POOR SERVICE QUALITY UNLIKE ADVERTISED IN BUYING SMARTPHONE ______________________________ 34
FIGURE 10IMPACT OF EXCELLENT CUSTOMER SERVICE AT CUSTOMER CARE CENTER TO IMPRESS CUSTOMERS TOWARDS SMARTPHONE
PROVIDER _______________________________________________________________________________________ 35
FIGURE 11CUSTOMER'S EXCITEMEN T LEVEL WITH APPLE IPHONE'S ADVERTISEMENTS AND POSTERS _______________________ 36
FIGURE 12USE OF BRANDING METHODS FOR INFLUENCING CUSTOMERS PURCHASING PERCEPTION __________________________ 37
FIGURE 13 RELATIONSHIP BETWEEN BRANDING AND CUSTOMER PERCEPTION IN SMARTPHONE INDUSTRY ____________________ 38
FIGURE 14 EFFECTIVE BRANDING STRATEGIES AND POPULARITY OF APPLE IPHONE TO INFLUENCE CUSTOMER’S PERCEPTION ___ 40

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CHAPTER ONE: INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Branding, at present, has become a strong tool for businesses to strengthen their competitive
position in the market by making competition irrelevant. The impact of branding can be seen in
direct relation to the consumer’s perception of the product or services (Latiff & Safiee, 2015). In
this study, an attempt has been made to understand the impact and relationship of branding over
consumer’s perception. Branding is how companies position their products and services not just
in the market but in the minds of the consumers. It helps in creating recognition of the product
based on uniqueness and brand appeal. Thus, branding can be seen as an effective tool of
marketing that the marketers use in order to influence the consumer’s choice and decision.
Branding is not just about developing a brand name or image (Seyedghorban, et al., 2015). In
real, branding covers a vast space that ranges from developing logo, brand name etc. to creation
of brand image, brand equity and brand value. Consumer’s perception on a brand’s value can be
a determinant of their purchase decisions. When consumers feel associated with a brand, they
tend to be loyal to it due to the added value it offers (Barwise, 1993). Thus, brands have become
very much valuable tools for companies to impact the consumer’s behavior and perception
(Kapferer, 2005).
1.2 BACKGROUND OF THE RESEARCH
This research on the branding and its relationship with consumer perception attempts to uncover
the significance and impact of this relationship. In this research, an overall study of the smart
phone industry, and its relevant branding strategies have been made with the view of
understanding its branding efforts(Nam, et al., 2015). Here, the use of different literature sources
related to branding and consumer decision factors have been made in order to draw
understanding on the hypothesis developed to test the proposed relationship between branding
and consumer participation. Furthermore, a data collected through survey questionnaire have
been used in this study to further analyze the relationship between branding and consumer
perception and the impact of such relationship over smart phone industry and the constituent
company’s market share and brand value. In this deductive research, the developed hypotheses
are tested based on the data collected through questionnaires and literature review (Thiel, 2014).

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Furthermore, this research also offers general recommendations that can be important in
enhancing the relationship between branding and consumer’s perception in the context of the
global smart phone industry.
1.3 ORGANIZATION BACKGROUND
Apple Inc. is a leading brand in the global electronics and software market. One of its most
prominent products is the iPhone (Seyedghorban, et al., 2015). Apple’s IPhone has occupied a
greater share in market making it one of the leading phones in the world. The American
multinational company Apple Inc. the world’s largest technology company based on its assets
holding. Its products are traded worldwide as an epitome of quality and class.
The globally loved product of Apple Inc. – IPhone is an internet enabled smartphone that is
capable of multitasking and multiprocessing. Apple has launched different series of IPhone since
2007 and the last launched had been of IPhone 6 and IPhone 6 Plus in September, 2015. The
IPhone series of Apple Inc. have been loved by the consumers mostly because of its excellence
in quality and functionality. Apart from that, it’s strong branding effort and greater brand equity
has helped in shaping remarkable perception of the consumer over the company’s phones. Brand
equity helps in changing the stakeholder’s responses through marketing and promotion (Davis,
2010). With branding efforts in communicating the quality and specifications of IPhone, Apple
has been able to create a strong perception of the consumer over its products. Consumers
perceive IPhone to be of greater quality and believe that it offers added value over other
smartphones in the market. Thus, based on the study of Apple Inc.’s IPhone, this study attempts
to track and study the relationship and impact of branding over the perception of the consumers
(Bierut, 2015).
1.4 RATIONALE FOR RESEARCH
The impact of branding on consumer’s perception has been seen as an important issue for
business at present time (Ottman, 2011). It is not just something that concerns the business but
the consumers themselves. Consumer’s today are aware of different brands and their values. This
understanding helps in creating a perception about the brand that can be both positive and
negative (Wheeler , 2012). Effective and appropriate branding efforts can allow the business to

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develop favorable and desired consumer’s perception. On the other hand, failure of branding
strategies and efforts leads to unfavorable consumer’s perception. Thus, it has become important
for companies to understand such impact of their branding efforts over the perception of the
consumers. Thus, the rationale of this research is to uncover this very relationship so as to
suggest the companies with sustainable solutions to impact the consumer’s perception in the
desired manner (Posner, 2015).
1.5 PROBLEM STATEMENT
Branding has a remarkable impact upon the perception of the consumers about a product or
service (Lerman, 2013). The perception of the consumers about the brand is a major factor that
influences the consumer’s choice of products. If the branding efforts can trigger positive
consumer perception, there may emerge positive purchase decision. Thus, there is great
significance of the relationship of a company’s branding and the consumer’s perception.
However, despite of its significance in organization’s value and image, there has not been much
research over the relationship of branding with consumer’s perception (Hui Li, et al., 2016).
1.6 RESEARCH AIM
The aim of this research is to investigate the relationship of branding with the perception of the
consumers based on the study of Apple Inc.’s IPhone.
1.7 RESEARCH OBJECTIVES
The objectives of this study are as follows:
 To investigate the relationship between branding and consumer perception
 To analyze the impact of the branding strategies in the smartphone industry
 To learn how Apple IPhone’s branding strategies have made an impact upon its
consumer’s perception.
 To recommend ways how the relationship between branding and consumer perception
can be enhanced in order to bring positive impact upon the choice of the consumers

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1.8 RESEARCH QUESTIONS
 What is the relationship between branding and customer perception?
 What impact does branding strategies have upon the smartphone industry?
 How can Apple make desired impact upon its consumer’s perception by making use of
branding strategies?
 What improvements can be suggested to the branding strategies of smartphone industry
in order to create positive impact upon consumer’s choice?
1.9 RESEARCH HYPOTHESIS
Hypothesis 1: Branding efforts in smartphone industry influences the perception of the
consumers
Hypothesis 2: Improvements in branding strategies can promote positive perception of the
consumers about the brand
Hypothesis 3: Brand image and equity in smart phone industry has a positive impact upon the
consumer’s perception
Hypothesis 4: Consumer’s perceived quality plays a major role in defining their choice and
loyalty in the smart phone industry
1.10 SIGNIFICANCE OF THE STUDY
This research attempts to uncover the relationship between the branding and consumer’s
perception in the smartphone industry. Smartphone industry has been one of the strongest and
rapidly growing industries at present time. In such industry where competition is adverse, it is
important for companies to identify and trigger the factors that would create positive perception
of the consumers upon their products. Thus, branding strategies play a major role in influencing
the consumer’s perception in the smartphone industry (Nam, et al., 2015). This impact of
branding strategies upon consumer perception can crucial for the companies in the smartphone
industry. Thus, it is important for them to understand factors that could influence the consumer
perception and internalize those factors while developing branding strategies. Thus, this study is

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significant in a view that it identifies different factors that impact the consumer’s perception and
its relevance in effective branding (Ross, 2014).
1.11 STRUCTURE OF THE STUDY
This study has been divided into six chapters based on which an investigation of the relationship
between the branding strategies and consumer’s perception in the smartphone industry has been
performed.
Figure: Structure of the Study
As shown in the above figure, the entire study is divided into six different sections. The first
chapter of the study is introduction chapter where a brief description of the research and its study
variables has been provided. This section presents the research aims, objective, questions and
significance. Furthermore, a brief introduction of Apple Inc. and its product IPhone have also
been presented in this section. Similarly, the second chapter, literature review, comprise of
review of literature related to the research variables. It presents the theoretical and conceptual
framework of the study. In the methodology chapter, the research methods, strategies,
philosophy and data collection are explained. Furthermore, the ethical issues related to the
research are also discussed in this section. In the fourth section, the results and findings of the
Introduction
LiteratureReview
Research Methodology
Results and Findings
Analysis and Discussions
Conclusions and
Recommendations

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research is presented and in fifth section, the findings are discussed based on analysis. In the
final conclusion section, the analyzed data and findings are studied in order to make concrete and
generalizable recommendations (Biber , 2011).

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CHAPTER TWO: LITERATURE REVIEW
2.2 BRANDING
Brand: as per conceptualization by Kotler brand is representative form of identity of goods or
services that may represent one or group of sellers with focus of differentiation from
competitors. The brand may be name, term, sign, symbol or designs or mixtures of the forms that
allows easy location of the product or services in the mass of products or services in the market.
Handley (2013) defines brand to be the image of company or product that exists in concept of
people. Friedlein (2014) defines brand to the sum up perception of people for specific company
or products. Consideration of brand from the approach of marketing presents it to be the brief
marketing message that allows development of emotional bond between the producer and the
consumers of the product ore services as per explained by Cohen (2009). Other aspect of
marketing defines brand to be the reason due to which customer consume certain product or
services.
Branding:
There are various approaches for defining branding. In the traditional approaches of defining
branding it is considerate to the process for development of uniqueness in name and image of
product or services to capture the mind of customers. Advertisement being the main approach
with development of theme for advertisement was practiced as basis of branding. Brand name
considered being the main focus creation of distinct brand name and dissemination of brand
name can be considered to be branding which may be applied for corporate identity or individual
product or services. Branding is aspect of creation of personality for the product or services that
make the firm distinct and uniqueness in competitive market. Branding in present situation is the
strategic approach in the business development and success generation. Kotler consider branding
to be major issue in product strategy.
Branding has various aims which may be development of brand image, brand equity, brand
awareness, etc. development of brand image was determined to be main goal of traditional
branding by Aaker and Joachimsthaler (2008). Other function of branding was proposed to be
creation of distinguishing image that served identification of product or services in the mass of
competitive market (Anand and Bharat (2010).

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Consideration of branding in two parts as brand awareness and brand image was suggested by
Keller (1993) having differentiated focus on development of branding and its goals.
 Brand awareness
Brand awareness is knowledge in the potential customer about the brand that make customer able
to recognize the brand. It is function of identity of brand in the mind of customer that governs the
behavior of customer in relation to identifying the brand in different conditions. Recognition and
recall are the parts of brand awareness that can be enhanced through increased familiarity by
repeated exposure. Experience is best source for development of awareness among potential
customers.
 Brand image
The image of brand created in the mind of customer through association with product by being
unique is brand image. It is reflection of the perception of customer. Favorable brand image have
been shown to decide the decision of customer regarding purchase of products or services (porter
and Claycomb 1997). Set of beliefs that customer hold about a particular brand is termed to be
brand image by Kotler et al (1999).
2.3 CONSUMER PERCEPTION
Belch and belch in 2009 defined perception to be the process which leads to acceptance of
external information locating the source along with personal interpretation of the information
received. Perception is determined to differ among person depending on situation as well as
personal characters and qualities. The attribute of people that determines personal selection,
organization and interpretation of the information that creates image of certain thing is called
perception.
Perception difference is source of influence in the customer behavior which leads to difference
among the customers in the same situation. Selective attention, selective distortion and selective
retention are accepted to be the factors that determine the difference in perception of the
customers to certain thing in same situation. Perception of customer influences customer
behavior for the company.

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The different aspects of customer perception sets definition for the various business terms that
play important role in business and making branding success.
Circumstances play important role in determination of perception of products ranging the
spectrum of perception from extremely positive to extremely negative as presented by (Keller
&Kevin Lane, 1998). Expectations, Experience opinion, influence generated by advertisement
and economical factors play important role in development of brand perception in customers.
Word of mouth is determined to be important factor that decides the brand perception in the
customer and experience that fulfils expectations leads to positive brand perception. Other
factors of branding like pricing, quality maintenance, customer satisfaction and customer loyalty
as well as customer retention are determined by the perception of the customers. The different
dimensions of customer’s perception are determinants of brand equity for any business. Five
dimensions of customer perspectives have been presented by Aaker model of brand equity.
Valuation of brand is found to be determined by customer based brand equity that is generated
from customers perception (keller 1993) regarding the price, quality, loyalty and satisfaction.
Brand image is perception of customer regarding association between customer and product in
the memory attributed by product related benefits.
2.4 BRANDING AND CONSUMER PERCEPTION IN SMARTPHONE INDUSTRY
The accelerated speed of advancement in telecommunication through the development of smart
phone has challenged the competitive market of smartphone in maintaining the brand through
distinct branding. Development of perception of the customer from negative to highly positive is
main motto of branding n the Smartphone market. implementation of branding as experience and
advertisement frequency that perceived by the customer through the advertisement and
marketing sources by Alba and Hutchinson (1987) has proposed more importance to customer
perception for the successful branding of any product. There is high competition in the market
for the smart phones and the pressure of market is higher for iphone as it is somewhat
sophisticated in using as well as pricing is higher in comparison to other smart phones. Branding
of the Smartphone is primarily important in the smartphone industry as the brand equity,
awareness of brand, pricing, quality; brand involvements as well as association of brand to daily
life of people determine the success of branding.

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Branding is an approach for setting customer perception in respect brand quality, brand
knowledge, awareness, brand association and customer involvement in order to develop brand
equity, customer loyalty and customer retention. Strategic branding helps address the needs and
expectations of the customer that will gain customer trust and loyalty through the delivery of
customer satisfaction from the consumption of the product or services.
The perception of customer regarding the brands of cellphones was found to be determined by
branding, price and appearance of the phone. Consumer decision making process is precisely
determined by the brand. Branding provides distinct and focused image for the product that will
help capture the mind of customer and approach development of perception in the customer
regarding various aspects of product in customer. The smart phone industry is highly influenced
by the branding as the decision of buying smart phone is determined by the perception
developed in the customer regarding performance of device, utility of devices, trendiness and
appropriateness of devices in the advanced situation of the communication.
Understanding the Impact of branding on consumer perception is essential for the success of
business in smart phone industry as it will help development of product strategies regarding
brand and branding to enhance success of business. Some of the impacts of branding observed
are
Brand equity
Strategic branding practiced by the apple company in development of iphone and its launch has
been found to be the source of development of brand equity for the company as it has allowed
competitive entry to the market of smartphones. Carrying value for the customner and
developing the prospective of customer for how they perceive the product or service is essential
to define the brand equity of the company. Customer’s perceptions and behaviors are the
determinants of the brand equity which is based on the customer. The psychological and physical
factors are perceived by the customer which leads to development of brand equity as per stated
by Cobb-Walgren, Ruble and Dontho (1995).
Brand awareness:

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Brand awareness is result of efficient branding that give a brand capacity to be creating the
situation of recognition in the mass of products in the market and recalled as option for the
purchase intentions of the customers. Identification of the brand in various situational status of
the market is the result of brand awareness. The decision of purchasing smart phone by people
has been found to be determined by the brand awareness and strategic branding is most essential
for the generation of brand awareness increasing perception of brand in the market.
Customer brand involvement
Branding and its strategic adoption by the companies also intend to determine the customer
brand involvement which is customer’s state of mine that determines motivation and relatedness
for the individual customers. Customer brand involvement is approach of creating perceived
level of value in the customer’s mentality through direct involvement. Engaging customers
emotionally and psychologically in branding are adopted by smartphone industry to develop
influence in the customer. Organization of events and activities to ensure customer involvement
is another approach of branding.
Brand loyalty
Different attributes of branding like quality of product, firm viability, image of brand and
services provided after sales are found to influence the purchase behavior of customer by Smith
and Wright (2004). Considerations of quality of product and customer involvement are focused
in branding to develop brand loyalty.
Brand association
Branding is another approach for development of brand association with customer that allow
motivate customers and influence their purchase decision to incline towards the brand. It
approaches the attribute of providing experience prior purchase of the brand that will develop
trust and confidence in the customer regarding leading to sales of the product. it is degree of
functional and experiential quality of products perceived by customer establishing association
between customer and product through exposure.

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2.6 RELATIONSHIP BETWEEN BRANDING AND CONSUMER PERCEPTION
The statement of Liz (2010) “a brand is all about perception” presents the core of relationship
between branding and consumer perception, which explains the difficulty company may face in
branding to guide the perception of the customer. Influence on the customer perception on brand
and creation of satisfaction fulfilling developed expectations are shown to be achievable through
strategic branding. Favorable perception of the consumers regarding the quality and value of the
product is source of willingness to purchase (Dodds 1991). Overall effect of brand awareness,
quality, functionality and utility along with attractive image drives the perceived value of product
in the smart phone industry. Customer’s emotional reaction, faith and loyalty developed in the
customer in reference to the utility and differentiation of the product is result of brand
perception. Product quality is another implication of branding that allows development of better
perception in the customer through development of satisfaction fulfilling the expectations and
needs.
Publicity can determine the perception of consumer as bad publicity creates negative perception
whatever is situation of quality of the product. Positive perception regarding the quality of the
product is a key to higher brand success in the competitive market. Perception is vitally
influenced by other attributes of products like variety, features, appearance, etc. The capacity of
products to satisfy customer’s needs and expectations is determined to be perception of brand
equity as the satisfied customer source of true loyalty for the company and are true asset in the
market for the organization.
The reasonability of price concerned to level of product quality was perceived to be value
perception of customer by Bryant (1996). Value perception by the customer has been determined
to be directly correlated to the level of customer satisfaction by the study of Bryant (1996).
Value perception is essential for setting influence in the purchase decision making of the
customer.

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2.7 THEORY AND MODELS
2.7.1 KELLER’S CONSUMER BASED BRAND EQUITY MODEL
FIGURE: 2 THE CONSUMER BASED BRAND EQUITY MODEL
(KELLER, 2002)
This model represents the procedure how a strong brand builds. This model is based on added
value that is proposed to the consumers by the iconic brand. According to the Keller’s this added
value is linked up with marketing of that brand. So it can be summed up by saying what
consumers perceive about that brand after marketing. This model consists of few stages in an
order. There are six stages of brand equity which has been described in this model. These are
brand salience, brand performance, brand imagery, consumer judgments, consumer feelings, and
brand resonance. Brand equity is considered as maximum at the top called resonance. According
to the Keller the resonance implies the consumer’s awareness and acquaintance about the
particular brand and how they differentiate it from other product in their mind.
 Brand Salience
This is first stage that illustrates how to develop a brand with a question of who am I??
The business owner needs to put its product in a way where consumers find no difficulty
to recognize this product. This also leads to the stage where consumers are able to have a

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mind set-up that particular brand are different from other products. Salience determines
the familiarity of a brand. So it means how easily consumers can recognize this brand.
Salience reach its peak when consumers has strong connection with that brand in their
mind and how does it effect when consumers buy a product. So brand salience is the
basis of this pyramid.
 Brand performance and brand imagery
After the brand salience has been established the next step is brand performance and
brand imagery. This can be related to the question what am I? This means in what way
consumers think of a brand. So to get the best results brand performance must meet
consumer’s needs by delivering excellent service and can be even exceeded consumers
needs. On the other hand brand imaginary refers to the more psychological than practical.
This is the term when consumers just set up a thought for a brand without literally
concentrating on the product’s services. Brand imaginary emerges from experience,
brand advertising. This term of brand equity leads to the strong brand link. This may lead
to the loyalty.
 Brand judgments and brand feelings
When consumers have strong mind-setup about particular brand the next step is brand
judgments and brand feeling which get closer to the pyramid. This step is all about how
consumers view and critic about the brand. Consumers view point can be consisted of
three factors. These are eminence, dependability, and supremacy. Brand feelings are
associated with the inner responses of consumers for a brand. This inner response is so
much important that consumers can be persuaded by these feelings without considering
concrete apply of the product. These feelings come from self-worth, contentment,
protection, the view point of the society.
 Brand resonance
After achieving all stages mentioned above, this is the stage where consumers have
obtained a affirmative thought about a brand. At this stage consumers think about a brand
in psychologically (spiritually) and logically. This leads to the long lasting bonding
between a brand and consumers where consumers convenience in repeated buying, not
bothering how good other products are, spending good amount money. This is the stage
where a amazing bonding is built up between them. These can be achieved through brand

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loyalty, mind set-up for that brand, being a part of that brand related events, always keep
in touch to the brand information. The example of this is Apple, coca-cola.
2.8 RESEARCH HYPOTHESIS
Hypothesis 1: Branding efforts in smartphone industry influences the perception of the
consumers
Hypothesis 2: Improvements in branding strategies can promote positive perception of the
consumers about the brand
Hypothesis 3: Brand image and equity in smartphone industry has a positive impact upon
the consumer’s perception
Hypothesis 4: Consumer’s perceived quality plays a major role in defining their choice and
loyalty in the smartphone industry

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CHAPTER THREE: RESEARCH METHODOLOGY
3.1 RESEARCH PHILOSOPHY
Research philosophy can be understood as the belief or perception of the research on how the
research should be carried on(Bryman & Bell, 2015). It explains the researcher’s view on data
collection, analysis and presentation. In order to create an effective research design for a
research, it is important to understand the relevance of a given philosophy for the research. There
can be three types of research philosophies i.e. Positivism, Interpretivism and Realism. The
choice of research philosophy solely depends upon the nature and belief of the researcher
(Creswell, 2014).
In this research on global smartphone market, positivism is used as the research philosophy.
Positivism philosophy concerns with use of scientific methods and techniques in order to create
outcomes that are measurable, specific and organized. In a research that has been performed
based on positivist philosophy, the researcher is not affected by the research (Kumar, 2014).
Furthermore, based on the positivist philosophy, this research makes use of reason and logic in
order to investigate the relationship between branding and consumer perception in the context of
global smartphone industry.
3.2 RESEARCH DESIGN
The design of a research explains the overall orientation of the research. It explains the research
approach, research methods, data collection techniques and overall research methodology
(Saunders, et al., 2015). The research design present a layout of the research methodology by
explaining how the data will be collected, analyzed and presented in order to reach general
conclusions.
In this research, its design can be explained by the approaches, methods and strategies used in it.
This research makes use of deductive approach and quantitative method for data collection.
Furthermore, this research uses sampling strategy in order to collect the data for the research.
This defines the overall design of this research on smartphone industry (Thiel, 2014).

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3.3 RESEARCH APPROACH
The approach of a research explains the totality of research strategies, methods and concepts that
have been adopted in a research. It shows how the research moves towards a certain direction
based on the collected data and facts. The research approach explains whether the research
develops a theory or tests and existing one.
Figure 2 - Deductive Research Approach
(Bryman & Bell, 2015)
In this research, there has been use of deductive approaches where the attempts are made to
reach a specific conclusion based on general premises. Based on the deductive approach, this
research develops several hypothesis related to the research variables (Creswell, 2013).
Furthermore, the use of research methods and literature review is done in order to test the
applicability and validity of the developed hypothesis.
3.4 RESEARCH METHOD
Research method refers to the way or techniques that have been used in the research in order to
collect the relevant data (Bryman & Bell, 2015). It explains the models for collecting the
database on either qualitative or quantitative methods. The quantitative research method is that
kind of research method that collects statistical data based on objective metrics. On the other
hand the qualitative method concerns with collecting qualitative data based on observation,
interviews etc. (Bryman, 2012). In this study, the quantitative research method has been used in
Theory
Hypothesis
Observation/ Tests
Confirmation/ Rejection

24
order to collect and objectively measure the statistical data. There has been use of quantitative
data analysis of the data collected using survey strategy.
3.5 RESEARCH STRATEGY
Research strategy can be understood as the plan that the research uses in order to perform the
research (Bryman & Bell, 2015). It offers a clear guideline on how the data will be collected
analyzed and presented during the research. A researcher can make use of different research
strategies in order to perform the research. Some of the research strategies are experiment,
survey, case study etc. Nevertheless, the research strategies are based on research philosophy and
research design (Thomas, 2013).
In this study, survey strategy has been used in order to collect and analyze the collected data.
Based on the survey method, data have been collected from a sample population using
questionnaires (Creswell, 2014). These questionnaires have been prepared using the
understanding gained through literature review the research objectives. In this study, survey
questionnaires have helped in acquiring quantitative data related to the opinions and views of the
consumers.
3.6 DATA COLLECTION
Data is required in any research for the purpose of analysis and discussion. Thus, data collection
is one of the most important aspect of the research methodology. Data collection refers to
process of collecting relevant data for the research using different sources of data such as
primary sources and secondary sources (Bryman & Bell, 2015). In this study, there has been use
of both primary and secondary data for the research purpose.
Primary data are the first hand data that are collected by the researcher exclusively for the
purpose of research (Creswell, 2013). This type of data is focused on the research objectives.
Secondary data, on the other hand, are those data that have be collected by someone else and but
used by the researcher for research purpose. In this research, primary data have been collected
using survey based questionnaires. Survey questionnaires based on the research objectives were
distributed among the sample population of IPhone consumers in order to collected primary data
related to their brand perception (Creswell, 2013). Apart from that, the secondary data for this

25
research have been collected using different secondary sources such as internet sources, census
data, publications, reports, annual reports etc.
3.7 SAMPLING
In this research, survey questionnaires have been used in order to collect the relevant data. These
questionnaires were distributed to a sample population of 100 using random sampling method.
This sample was taken because of practical impossibility of conducting research over the entire
targeted population (Thomas, 2013). Based on the random sampling method, in this study, a
sample size of 100 IPhone consumers was asked to be a part of the survey using questionnaires
that were designed using the understanding of gained using literature review. Similarly, the
survey’s sample size are the offer representation of the total target population of the research.
3.8 DATA ANALYSIS
Data analysis refers to the process of transforming and modelling the collected data into
information that can be used in order to reach conclusions and to draw recommendations
(Bryman & Bell, 2015). In this study, the data are collected using survey questionnaires.
However, the collected data is of no relevance without analysis. Thus, data analysis modifies and
transforms the collected data in a way that it gives some meaning (Creswell, 2014). This research
makes use of several analytical models in order to analyze the data collected.
In this research, the major variables are branding and consumer perception. Thus, the collected
data is analyzed in order to track the relationship between these two variables and its pattern in
the context of smartphone industry. Data analysis helps in testing the hypothesis. It concerns
with understanding of different factors that shape up this relationship by making use of several
statistical and mathematical tools (Saunders, et al., 2015). Based on the analysis of the data, it is
possible for the researcher to test the developed hypothesis. Furthermore, data analysis in this
study has also helped much in reaching a definite conclusion. It has its major contribution in
identifying recommendations that would help meeting the research objectives and addressing
research question.

26
3.9 RELIABILITY AND VALIDITY
Reliability and validity are two major issues that have great relevance while carrying out a
specific research. Reliability in research refers to the ability of the research to create results that
are consistent enough by making use of the chosen data collection techniques (Bryman & Bell,
2015). The research reliability is mostly concerned with the reliability of the data collection
techniques. In this research the data are collected using techniques that are capable in developing
consistency in results making it more reliable. Validity, on the other hand, is related to the
effectiveness of the research methods (Saunders, et al., 2015). The validity of a research refers to
the degree to which the research method is able to show accuracy in the measurement. In this
research, quantitative research method has been used using the survey strategy. This research
method has offered ample accuracy in measuring the collected data for the purpose of tracking
the relationship between the research variables (Bryman & Bell, 2015). Thus, this research is
both reliable and valid.
3.10 ETHICAL ISSUES AND RESEARCH LIMITATIONS
Ethical issues are core to any research. Research is performed in the society by taking the entities
within the society (Saunders, et al., 2015). Thus, it is important for the researcher to understand
and adhere to the issues that are related to the research. The very first ethical issue related to this
research is the consent of the survey participants. The research uses opinions of the consumers as
the participants of the survey. Thus, while presenting the collected data consent is taken from the
participants as well as Apple Inc. Furthermore, the collected data are presented as it without any
manipulations that would change the meaning of the data (Thomas, 2013). Similarly, the
secondary data collected are used based on the approval of the concerned parties.
Like every research, this research also has certain limitations. It attempts to identify the
relationship between the branding and customer’s perception in smart phone industry. However,
there are different factors that influence such relationship. In the lack of time and resources to
study each of those factors, this research leaves ample space for further research.

27
Chapter 4 – Data analysis and Results
4.1 SURVEY QUESTIONNAIRE FOR CUSTOMERS
1 Gender
 Male
 Female
Figure 3 Gender of the research participants
In the first survey questionnaire it was given to specify the gender of the research participants.
Survey in the research study was conducted among 100 research participants who are the
customers of the Apple Company and are from the group of the IPhone users. Among 100
research participants 55% of the total participants specified them to be male and remaining 45%
of the total research participants were female. The findings of the first survey questionnaire show
that there was not special priority for the selection of the male or the female research participants
to carry out the views and opinions through the survey.
2 Which age group do you belong to?
0
10
20
30
40
50
60
Male Female
Specifying Gender
No of Respondents

28
 18-20 years
 20-30 years
 30-40 years
 40-50 years
 Above 50 years
Figure 4 Age groups of the research participants
The need and the interest of the people vary as per their growing age. Needs, perception, and
interest of the people vary on the basis of their age bar. The second survey questionnaire has
tried to identify about the different age group of the research participants who are involved in the
survey. Five different age groups were mentioned in the survey questionnaire that supports to
identify the age group of the research participants. Among 100 research participants there were
only 10% of the total participants who were from the age group 15-20 years. Similarly, the larger
numbers of the research participants that is total 40% in this survey were from the age group 20-
30 years. Other 30% of the total research participants who were involved in this survey were
from the age group 30-40 years. Likewise, the findings of the survey show that there were 15%
of the total research participants who were from the age group of 40-50 years. Remaining 5% of
0
5
10
15
20
25
30
35
40
45
15-20 years 20-30 years 30-40 years 40-50 years Above 50
Age Group
No of Respondents

29
the total research participants were above 50 years who made their participants in the survey of
this research work.
3 Branding approach has influence in making impact on consumer perception of buying.
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
Figure 5 Impact of branding approach on customer's buying perception
The third survey questionnaire has tried to collect the primary data about an influence of
branding approach on customer’s perception of buying. All together 100 participants has
provided their valuable views and opinions and the findings has been made on the basis of the
research participants views. In the total research participants there were only 10% for selecting
that they are strongly agreed with the given statement. Similarly, 20% of the total research
participants told that they are agree upon an impact of branding approach on customer’s buying
perception. The larger numbers of the total research participants that is altogether 40% seems to
0
5
10
15
20
25
30
35
40
45
Strongly agree Agree Neither agree nor
disagree
Disagree Strongly disagree
Impactof Branding Approach on customer's Buying
Perception
No of Respondents

30
confusing who are neither agree nor disagree with the given statement. There were 20% of the
research participants who were disagreed to believe about an impact of branding approach in
customers buying perception. Among the total 100 research participants there were only 5% who
were strongly disagreed upon the given statement. With the collected data and the research
findings it can be concluded that total 40% seem to be confused to agree or disagree on the
impact on branding approach on customer’s buying perception.
4 What elements do you see for satisfaction with smartphone provider?
 Quality handset
 Excellent customer service
 Affordable cost
 After sales service
Figure 6 Elements for satisfaction with smartphone provider
As, there are different factors about the products and the provider companies that leads for the
customer satisfaction. The fourth research questionnaire has tried to find out the data and
information about level of the different element that leads for the customer’s satisfaction. Among
the 100 research participants there were total 35% of the participants who told that quality of the
0
5
10
15
20
25
30
35
40
Quality handset Excellent customer service Affordable cost After sales service
Elements for Satisfaction with SmartphoneProvider
No of Respondents

31
handset of smartphone like Apple’s IPhone that creates customer satisfaction. Similarly, there
were 25% of the total research participants who said it is excellent customer service that has
enabled for the customer satisfaction with the smartphone provider company. 15% of the total
research participants presented their view about the affordable cost of the smartphones that has
remain as the major cause for the customer satisfaction. Remaining 25% of the total research
participants said that after sales service is the major element that has helps for enabling the
customer satisfaction with the smartphone providers. When the findings of the fourth survey
questionnaire show that the quality handset seems to be the major element for customer
satisfaction with the smartphone provider company.
5 Do you agree that Apple IPhone adopts influential branding approach?
 Strongly agree
 Agree
 Disagree
Figure 7 Influential Branding approach of Apple IPhone
0
5
10
15
20
25
30
35
disagree
InfluentialBranding Approach of Apple Iphone
No of Respondents

32
The use of an influential branding approach has major impact on the product sale of the
company. The fifth survey questionnaire in this research work has tried out to make the research
findings about the influential brandings approach of the Apple IPhone. In the given statement
there were total 30 research participants who were agreed about the influential branding
approach adopted by the Apple Company. Similarly, the same numbers of the total research
participants that are total 30% were neither agreed nor disagreed with the given statement. 20%
of the total research participants seem to be strongly agreed upon the give statement and the 15%
of them were strongly disagreed. There were only 5% who were disagreed with the given
statement. As the highest numbers of the research participants are agreed upon the given
statement so, we can conclude that adaptation of the influential branding approach can be seen in
the Apple Company.
6 IPhone has been successful in both effective branding and making customer satisfied. Do
you believe this?
 Strongly believe
 Believe
 Neutral
 Disbelieve
 Strongly disbelieve

33
Figure 8 Effective branding and satisfied customer of IPhone
Among the smartphone manufacturer company Apple has remained as highly successful and
adored by many business market customers. In the sixth survey questionnaire the statement
“IPhone has been successful in both effective branding and making customer satisfied” was
given for the research participants along with the several options to fill up. There were 30% of
the total research participants who believe that IPhone has been successful in both effective
branding and making customer satisfied. Another 25% of the total research participants has
presented their view on strongly believe. 15 of the total research participants selected to stay
neutral in the given statement. Whereas, there were 20% of the research participants who told
they disbelieve with the given statement. Lastly, remaining only 10% presented their view on
strongly disbelieve. From these research findings we can conclude that effective branding has
supported for earning satisfied customers and it has remained the great indicator for the business
success of the IPhone Company.
7 Do you buy smartphone if it has poor service quality unlike advertised?
 Yes
 No
0
5
10
15
20
25
30
35
Strongly believe Believe Neutral Disbelieve Strongly disbelieve
Effective Branding and Satisfied Customer of IPhone
No of Respondents

34
Figure 9 Impact of poor service quality unlike advertised in buying smartphone
Question no seven “Do you buy smartphone if it has poor service quality unlike advertised?” has
tried to figure out the about its impact. The huge differences can be seen among the views
presented by the total research participants. There were all together 95% of the total research
participants who denied to purchase smartphone in case of having poor quality of service unlike
advertised. Only the remaining 5% told they will purchase smartphone despite of having poor
service quality unlike advertised. This research finding has dragged out the information about the
need of the greater service quality for influence customers and helps them for the decision
making to purchase the products.
8 Does excellent customer service at customer care center impresses you towards the
smartphone provider?
 Strongly agree
 Agree
 Disagree
0
10
20
30
40
50
60
70
80
90
100
Yes No
Impactof poor servicequality unlike advertised on buying
smartphone
No of Respondents

35
Figure10 Impact of excellent customer service at customer care center to impress customers
towards smartphone provider
Normally excellent customer service at customer care center works to impress customers towards
the smartphone provider company. This survey questionnaire has tried to make the research
finding that presents the views and opinions of the smartphone users who are the participants in
this research work. 20% of the total research participants are strongly agreed on the given
statement about an impact of excellent customer service at customer care center to impress
customers towards smartphone provider. The larger numbers of the research participants that is
40% of the total research participants told that are agreed with the give statement. Similarly,
group of the 30 research participants that is total 30% of them seems to be confused with the
given statement and presented their views by saying neither agree nor disagree. There were 8%
of the total research participants who were disagreed with the survey statement. Very few
numbers of the total research participants that is only 2% of then said that they were strongly
disagreed with the give statement. This research finding has helped to conclude that it is
excellent customer service provided by the customer care center that helps to impress the
customers to the smartphone provider company.
0
5
10
15
20
25
30
35
40
45
disagree
Excellent customer serviceimpresses customers
No of Respondents

36
9 How often do you get impressed and excited with Apple IPhone advertisements and
posters?
 Always
 Often
 Sometimes
 Rarely
 Never
Figure 11 Customer's excitement level with Apple IPhone's Advertisements and Posters
The survey question was asked about how often the customers get impressed or excited with the
advertisement or the posters of the Apple IPhone. It has supported to carry out the varied
opinions if the research participants who are the IPhone users, customers of the Apple company.
Among the 100 research participants there were 30% of the research participants who presented
their view by selecting ‘Always’ and equal research participants that is another 30% selected
‘sometimes’. There was 15% of the total research participant who often gets impressed or
excited with Apple IPhone advertisement or posters. 10% of them told that get rarely excited and
impressed with the advertisements and the posters of the Apple IPhone. Remaining 15% of the
0
5
10
15
20
25
30
35
Always Often Sometimes Rarely Never
Excitement with Apple IPhoneAdvertisements and Posters
No of Respondents

37
total research participants told that they never get excited or impressed with IPhone’s
advertisements or posters.
10 Branding methods can influence customer purchasing perception. How do you take this
statement?
 Strongly agree
 Agree
 Disagree
Figure 121 Use of branding methods for influencing customers purchasing perception
It can be said that the branding methods helps in influencing the customer’s perception. To know
the customers view and opinion on this statement the survey was conducted among the 100
research participants and that has presented their different views that have enabled to carry out
the research findings for the researcher in this study. In the given statement there were total 40
research participants who were agreed about the use of the branding methods for influencing
customers purchasing perception. Similarly, 20% of the total research participants seem to be
0
5
10
15
20
25
30
35
40
45
disagree
Use of brandings methods for influencing customers
purchasing perception
No of Respondents

38
strongly agreed upon the give statement and the other 20% of them were neither agree nor
disagree with the given statement. There were 15% who were disagreed with the given
statement. Lastly, the remaining 5% of the total research participants who were strongly
disagreed with the given statement. As the highest numbers of the research participants are
agreed upon the given statement so, we can conclude that the use of the different branding
methods helps to influence upon customers purchasing perception.
11 There is strong relationship between branding and consumer perception with respect to
smartphone industry. Do you believe this?
 Believe
 Neutral
 Disbelieve
Figure 13Relationship between branding and customer perception in smartphone industry
This survey questionnaire has tried out to present customer’s belief about the relationship
between the branding and the customer perception in the smartphone industry. There were 35%
0
5
10
15
20
25
30
35
40
Strongly believe Believe Neutral Disbelieve Strongly disbelieve
Relationship between branding and customer perception
No of Respondents

39
of the total research participants who believe that there is strong relationship between the
branding and the customer perception in the smartphone industry. Another 30% of the total
research participants has presented their view on strongly belief. 10% of the total research
participants selected to stay neutral in the given statement. Whereas, there were 15% of the
research participants who told they disbelieve with the given statement. Lastly, remaining only
10% presented their view on strongly disbelieve. From this research finding we can conclude
that the relationship between the branding and the customer perception in the smartphone
industry has strong impact on the product sale of the company.
12 The popularity of Apple IPhone has been the result of effective branding strategies that has
been able to influence customer perception positively and excite them. Do you agree with this?
 Strongly agree
 Agree
 Disagree
0
5
10
15
20
25
30
35
40
disagree
Popularity of Apple IPhoneand effectivebranding
startegies to influence customer perception positively
No of Respondents

40
Figure 14 Effective branding strategies and popularity of Apple IPhone to influence
customer’s perception
In the twelfth survey questionnaire, statement was presented in front of the customers about “The
popularity of Apple IPhone has been the result of effective branding strategies that has been able
to influence customer perception positively and excite them”. To know the customers view and
opinion on this statement the survey was conducted among the 100 research participants and that
has presented their different views that have enabled to carry out the research findings for the
researcher in this study. In the given statement there were total 35% of the research participants
who were agreed about and effective branding strategies and popularity of Apple IPhone to
influence customer’s perception. Similarly, 20% of the total research participants seem to be
strongly agreed upon the give statement and the other 30% of them were neither agree nor
disagree with the given statement. There were 10% who were disagreed with the given
statement. Lastly, the remaining 5% of the total research participants who were strongly
disagreed with the given statement. This survey finding has helped to conclude that effective
branding strategy has enabled the Apple IPhone company to influence the customer’s perception
positively.
4.2 DISCUSSION AND ANALYSIS
The findings of the research study have revealed that there is positive relationship between
branding and customer perception. Apple Inc. being leading brand in electronics and software
have been receiving trust and loyalty of customers globally(Avidar et al., 2015). Being one of the
reputed brands it has shaped remarkable perception of the customers. IPhone is one of the
important product produced by the company and positive perception created by the company
among customer have helped in success of the product(Cecere et al., 2015). The Apple’s iPhone
is successful in influencing perception of the customers in a positive way. As the product have
been successful in establishing strong perception among customers it is able to gain trust and
loyalty towards the brand. The findings of the research have proved that there is positive relation
between branding and customer perception in smartphone industry. Branding strategy adopted by
Apple have influenced perception of customers towards brand ensuring success of its product in
market. it also have helped in gaining trust and loyalty of customers(Hewener & Tretbar, 2015).

41
4.2.1 ANALYSIS OF IMPACT OF BRANDING ON CUSTOMER PERCEPTION
The literature review carried out helped in providing valuable insight about the relationship
between branding and customer perception. Strong customer perception can be established
through creation of strong brand. Establishing a strong ensures the quality of brand, its
knowledge and awareness among customers creating strong reputations among
customers(Chmielarz, 2015). Strong brand also ensures loyalty and trust of customers among the
brand and its products and services. Creating strong brand helps in addressing needs and
expectations of customers. Strong branding is an indicator of customer satisfaction. Branding
along with price and appearance of products are three main factors that determines perceptions of
customers. The purchasing decision of customer is directly related to the brand(Tomažič &
Škrjanc, 2015). Customers usually prefer to buy products of those companies that have
established itself as strong brand in the market. Like any other industry customer perception in
smart phone industry is highly influenced by branding. For developing various strategies for
growth and improvement of products it is essential for understanding impact of branding on
perception of customers. Establishing strong brand generally helps in influencing perception of
customers in positive ways. The major impact of branding on customer perception is listed
below:
 Establishing strong brand generally helps companies for establishing brand equity. It
provides competitive advantage for company and increase its brand value in the
market(Millar, 2015). Creation of value to customers helps in influencing the customers
to have strong perception towards the brand. Perception of customers directly is related to
brand equity created by companies. Different types of factors are perceived by the
customers that helps in increasing the value of any brand(Marks-Maran, 2015).
 Branding helps customer to be aware about different aspect of brand. A brand and its
capacity are generally recognizable through branding. It helps customer to remember and
recall about different option they possess when making purchasing decision. Branding
plays role in creating awareness among customers contributing customers to have certain
perception towards the brand(Nolan, 2015).
 Branding strategy adopted by business companies usually involves customers for creating
certain level of perception. The motivation and relatedness of customers towards any

42
brand is directly related to involvement of customers in brand and its activities. Branding
engages customers both physically and emotionally creating perception among
them(Roth et al., 2014).
 Strong branding always results brand loyalty. Different factors associated with branding
such as quality of products or service provided and image of brand among customers
influence the behavior of customers. Generally those brand that are able to meet
expectation and needs of the customers gets trust of customers(Vanhaute et al., 2016).
 Branding plays huge role in influencing and motivating customers for taking decision to
purchase products and services. Branding usually helps in winning loyalty and trust
among customers regarding purchase of brand’s products. By establishing association
with customers branding influence perception of customers(Seyedghorban et al., 2015).
4.2.2 PROVOKING FACTOR IN SMARTPHONE INDUSTRY INFLUENCING
CUSTOMER PERCEPTION
The smartphone industries have been found to be successful in creating strong brand for
influencing perception of customers positively. Branding is extreme essential in smartphone
industry as it helps in establishing strong perception of customers towards any brand(Rapport et
al., 2015). There are different types of provoking factors in smartphone industry that helps in
building strong customer perception. Those factors directly or indirectly influence perception of
customers towards any brand in smartphone industry. Customer needs are different and their
perception for any products in smartphone industry also differs(Khan et al., 2015). Therefore for
addressing issue related to customer perception the smartphone industry is in need for adopting
most appropriate branding strategies. The major provoking factors associated with smartphone
industry to influence customer perception are listed below:
 Behavior of customer: behavior of customer is one of the provoking factor that influence
their perception towards any brand in smartphone industry. Generally behavior of
customers is influenced when the brand is able to create value to the customer. Generally
customer prefer using products and services of those brand that is able to value its
customers and their opinion(Savage & Waldman, 2015). With smartphone market going
global and through rapid change in technology needs of customers keeps on changing.

43
Customer behavior therefore is a factor that influences perception of customer towards
any brand in smartphone industry.
 Brand name: name of a brand plays important role in influencing perception of
customers. In this technological advanced world many smartphone manufacturing have
been established for providing varieties of smartphones to customers. Customer usually
have strong perception towards the brand that have established itself as reputed name in
the market(Pookulangara & Shephard, 2013). Brand name is essential elements for any
smartphone business operating company for making itself recognizable among
customers. Ensuring strong brand name therefore helps business to influence perception
of customers.
 Price of products: price of product is another provoking factor that influences perception
of customers. Pricing of any product is generally related to psychology of customers.
Customer needs to make monetary trade when making purchase of products. It is the key
concern of customer when making purchasing decision. Generally those products that are
affordable by them are their priority. So price of product influence perception of
customers(Kim & Lee, 2015).
 Quality of products: beside price quality is another element that influences perception of
customers. Customers look for quality products when they decide to make purchase of
any products. Products of high quality are first priority of customers. So quality of
products is also one of the provoking factor that influence quality of products(Darcy et
al., 2014).
4.2.3 NEXUS BETWEEN BRANDING AND CUSTOMER PERCEPTION IN THE
CONTEXT OF APPLE’S IPHONE
The Apple Inc. has been found establishing positive relationship between branding and customer
perception. Branding have been found to be helpful for the company to build strong customer
perception. The company have been found to be highly successful in influencing perception of
customers through strong branding(Kim et al., 2015). IPhone being one of the prominent product
of the company it have created strong customer perception. Branding has enabled the company
to establish brand equity, awareness of brand among customers, involvement of customer in
brand, creation of loyalty of brand and brand association. So strong perception of customers
towards IPhone is directly related to branding. Apple Inc. has always given focus to provide high

44
quality products to its customers. Through strong branding the company is able to influencing
perception of customers, encouraging them to purchase product of the company(Nakamura &
Abe, 2014). The major findings of relationship between branding and customer perception is
discussed below:
 The company has strongly used its branding approach for influencing customer
perception. With adaptation of branding strategy customers have become aware about
product offered. It is the branding approach adopted by Apple that have created
awareness about IPhone(Vanhaute et al., 2016). As the company is one of the reputed
name in smartphone producing companies it have been able to create value to the
customers. strong branding also have helped in increasing loyalty towards brand
influencing perception of customers to make decision for making purchase of
iPhone(Kipnis et al., 2013).
 Branding helps in ensuring product and service quality. Apple Inc. has always given
focus on quality of its products. Quality handset, excellent customer service, affordable
price and after sales service are ensured by Apple through branding strategy that it has
adopted. This have huge role in influencing perception of customers of the
company(Choi et al., 2014).
 Branding approach adopted has helped in good publicity of iPhone among customers.
Quality of product, variety in features and applications, appearances of iPhone have
helped in establishing positive perception among customers. Majority of customer using
iPhone are fully satisfied resulting positive perception of customers towards the
company(Bartlett et al., 2015).
 Apple iPhone have used influential branding approach. It has been effective in branding
and making its customers satisfied. Excellent customer’s service and presence of
customer care service offered by the company have also helped in influencing perspective
of customers. the popularity of iPhone have been result of branding strategy adopted by
Apple Inc. this have also helped in influencing perception of customer positively.
Branding method therefore have influenced customer purchasing perception for
iPhone(Wong, 2013).

45
CHAPTER 5 – CONCLUSION AND RECOMMENDATION
5.1 CONCLUSION
In this research study the relationship between branding and customer perception in the
smartphone industry was studied. The study was conducted in the context of Apple’s iPhone.
Research question to conduct this dissertation was designed on the basis of problem of the
research. Likewise four different research objectives were designed considering research
problem. For reviewing different types of literature in literature review section secondary data
was widely used(Kipnis et al., 2013). Secondary data was collected from various source that
helped in revealing in-depth information about branding and customer perception. The
information received revealed that there branding have huge role in influencing perception of
customers. The study therefore used deductive reasoning and hypothesis was developed where
established theories was tested through development of hypothesis. Positivism research
philosophy was employed in the research study. Use of this research philosophy helped in
ensuring that outcomes of the research are measurable and well organized(Jerand et al., 2016).
This research philosophy also has helped in ensuring findings of research to be factual. This
research philosophy has helped in investigating relationship between branding and customer
perception by using logical reasoning. Quantitative research method is employed in this study for
collecting data relevant for the study. It also has helped in objectively measuring collected data.
Survey strategy was adopted. This research strategy helped in collecting and analyzing data
collected when conducting survey. Questionnaire was prepared for conducting survey to
understand viewpoint of customer using Apple iPhone. Survey was conducted among 100
participants who were customers of Apple. Survey questionnaire was prepared on the basis of
research objectives and simple random sampling technique was employed to conduct the
research study. Data collected then was used for testing hypotheses that was established.
Likewise reliability and validity were given special attention for making findings of the study
more reliable and factual(Nakamura & Abe, 2014).
The findings of the research have helped in showing that there is positive relationship between
branding and customer perception. Around 40% of customer agree and 20% strongly agree that
there is positive relation between branding and customer perception with respect to smartphone
industry(Tomažič & Škrjanc, 2015). Form this findings it can be said that majority of people

46
think branding as essential element for influencing customer perception. Form the findings it also
have been revealed that the popularity of Apple iPhone was the result of effective branding
strategies that have been able to influence customer perception positively(Agbobli et al., 2015).
This helped in revealing that Apple has been successful in influencing its customers by creating
positive image in the market. It was revealed that around 40% of customers agreed that use of
branding methods can have huge role for influencing customer purchasing perception. It proves
that business have to consider using branding method for influencing customers to buy their
products. This research study also helped to revel that customers gets excited when they see
advertisement and posters of Apple IPhone(Anon, 2013). 30% of customers revealed that they
always gets excited when they see advertisement and posters while another 30% of them reveled
that they get excited sometimes with Apple iPhone advertisement and posters. The research
findings also helped in revealing different age group of customers using Apple iPhone. It was
revealed around 40% of total customers were between the age of 20-30 years. Around 40% of
customers participated in survey were neither agreeing nor disagreeing that branding approach
had impact on customer buying perception. Customers look for different elements before being
satisfied with service provider. Around 35% of customers look for quality handset, 25% of them
look for excellent customer service, 15% of them see for affordable cost and 25% of them look
for after sales service. Apple iPhone therefore needs to consider all these elements for increasing
satisfaction of customers. It is identified that around 30% of customer thinks that apple have
been adopting influential branding approach. Around 30% of customers thinks that Apple have
been successful in effective branding and making customers satisfied(Sipahi & Enginoglu,
2015). It is identified that the company is successfully able to creating effective branding and it
also have been successful in satisfying its customers. Form the findings of research study it have
been identified that customers will be buying smartphone that offers good service quality. It was
revealed that about 95% of customers will be avoiding purchase of smartphones with poor
service quality unlike it have been advertised(Lieutaud et al., 2014). Form the findings of
research through survey it was also revealed that 40% of customers agree that excellent customer
service at customer care center impresses them. Need for companies to focus on excellent
customer service at customer care center have been identified through the findings of the
research(Vanhaute et al., 2016).

47
The survey that was carried out among 100 customers of Apple have given us valuable insight
about positive relationship between branding and customer perception. Apple have been able to
adopt effective branding strategy and this have helped the company to create positive customer
perception(Main et al., 2015). Therefore the company is able to create positive relationship
between branding and customer perception.
5.2 RECOMMENDATION
Apple have established itself as distinct brand that focus on providing quality product to its
customers. IPhone being one of the popular products have created positive perception on
customers. Effective branding approach adopted by the company have helped in establishing
strong customer perception(Migliaccio et al., 2015). Although company has been successful in
establishing positive perception towards customers it stills needs to address different issue for
influencing customer perception positively. This study on IPhone presents how the perception of
the consumers is greatly related with the branding efforts and strategies of Apple Inc. The
company currently follows an extensive branding strategy that focuses on the features and
service excellence of its product IPhone(Akgün et al., 2013). The company has been able to
establish itself as a leading brand in the global smartphone market. Nevertheless, the presence of
other competing rivals or the market challengers such as Samsung, HTC, and Nokia etc. requires
the company to strengthen its branding strategies to a great extent. The market challengers have
been coming up with added features and service differentiation that has become a challenge to
Apple’s IPhone(Campbell-Kelly et al., 2015). Thus, the company can follow the below
mentioned recommendations to positively impact the consumer’s perception with effective
branding:
 The company was identified using different branding approach for influencing customer
perception positively. However some customers of the company still were unsatisfied
with all the branding strategy adopted by the company. Therefore the company needs to
enhance its branding strategy by involving customers into it so that better approach will
be adopted(Giry, 2015). Company is recommended to make improvement for influencing
customers positively and to make them satisfied with branding strategy adopted by the
company.

48
 There is need for the company to understand and identify changing need and demand of
customers(Moen & Middelthon, 2015). Customer needs keeps on changing overtime.
Using same kind of branding strategy for long time may not be acceptable by customers.
By examining and interpreting needs and demand of customers the company needs to
make changes in branding strategy for influencing perception of customers
positively(Anon, 2013).
 There is need for apple to focus on different elements for increasing level of satisfaction
of customers. focus on element like quality of handset, excellent customer service,
affordable cost and after sales service are some of the basic elements that needs to be
considered by the company for increasing customer satisfaction(Rodina et al., 2015).
 Many customers of Apple still think that apple is unable to adopt influential branding
approach. The company needs to make adopt those branding approach that is influential.
There are still some customers who are unhappy with branding of the company. Making
customer satisfied is essential for creating positive customer perception(van Griensven et
al., 2014).
 The branding strategies of Apple Inc. should be directed towards triggering the emotional
and rational appeal of the consumers. It is recommended for the company to embed its
marketing messages in a way that communicates brand excellence and
superiority(Vorobyeva & Ermakov, 2015).
 Another effort that Apple can undertake in an attempt of positively influencing the
consumer perception through its branding strategies is to continuously involve in research
and development activities for further strengthening its brand(Thibier & Vallat, 2014).
Thus, these recommendations can be of great value for the company in influencing its
consumer’s perception in a positive way through quality and effectiveness in branding.

49
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58
APPENDIX
SURVEY QUESTIONNAIRES
1 Please specify gender.
 Male
 Female
2 Which age group do you belong to?
 18-20 years
 20-30 years
 30-40 years
 40-50 years
 Above 50 years
3 Branding approach has influence in making impact on consumer perception of buying.
 Strongly agree
 Agree
 Disagree
4 What elements do you see for satisfaction with smartphone provider?
 Quality handset
 Excellent customer service
 Affordable cost
 After sales service
5 Do you agree that Apple IPhone adopts influential branding approach?
 Strongly agree
 Agree

59
 Disagree
6 IPhone has been successful in both effective branding and making customer satisfied. Do you
believe this?
 Believe
 Neutral
 Disbelieve
7 Do you buy smartphone if it has poor service quality unlike advertised?
 Yes
 No
8 Does excellent customer service at customer care centre impresses you towards the smartphone
provider?
 Strongly agree
 Agree
 Disagree
9 How often do you get impressed and excited with Apple IPhone advertisements and posters?
 Always
 Often
 Sometimes
 Rarely
 Never

60
10 Branding methods can influence customer purchasing perception. How do you take this
statement?
 Strongly agree
 Agree
 Disagree
11 There is strong relationship between branding and consumer perception with respect to
smartphone industry. Do you believe this?
 Believe
 Neutral
 Disbelieve
12 The popularity of Apple IPhone has been the result of effective branding strategies that has
been able to influence customer perception positively and excite them. Do you agree with this?
 Strongly agree
 Agree
 Disagree

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