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Consumers were asked to rate the attributes of the brand on 5 point

Likert scale. Respondents of L.G. television have given high weight age to

effective advertisement, durability, overall quality, after sales service, reasonable

price and advanced technology as compare to modern style and easy availability

given by the respondents of Samsung.

Very few respondents of L.G. and Samsung were aware of the social

activities performed by the companies. So, companies should make efforts to make

people aware about the social activities performed by the companies.

Majority of the L.G. respondents were aware of the research and

development done by the company. While in case of Samsung, many consumers

were not aware of the research and development programmes of the company. So,

Samsung should make efforts people aware about its latest research and

development in order to enhance its corporate image.

Media, friends/relatives and dealers have helped the respondents of L.G. and

Samsung in forming opinion regarding corporate image. Media is playing major

role in forming opinion of people regarding company’s image. 

72 percent of the respondents of L.G. wanted to replace the present

television with L.G. only, if need arises, whereas only 52 percent of the

respondents of Samsung want to replace the present television with Samsung only

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if need arises. This shows the consumers of L.G. are more loyal than Samsung

consumers.

Company image, good performance and better quality were the main

factors influencing decision of the respondent of L.G. television for buying L.G.

again, if need arises. While reasonable price and good performance were the main

factors influencing decision of respondents of Samsung for buying the same brand

again if need arises.

Most of the respondents were aware of the other product

manufactured by the same company. 46 percent of the respondents would like to

buy other products manufactured by L.G. whereas only 32 percent preferred to buy

other products of Samsung companies. It shows L.G.’s consumers would prefer to

try other products also. But few consumers liked to try other products of Samsung.

The above findings reveal that to improve the corporate image,

marketers should monitor the consumer behaviours continuously. Image can be

enhanced through better management of the emotional attachment that

stakeholders have with the organization. People perceive that products of a

company, whom they respect and trust, to be superior to those from a company

they believe are not socially responsible or concerned.

Effective management of the corporate image is essentially the only

way to ensure that the organization is building the reputation it wants. Effective

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image and reputation management is both a creative and highly disciplined process

requiring the implementation of a well defined approach. This approach can be

called as there Cs : clarity, cohesiveness and control. The true “Cs” clarity,

cohesiveness and control. Clarity is characterized by a precise business strategy,

shared core values and image goals, and a well defined market position.

Cohesiveness is a part of the process through which a company ensures that a

  brands’ positioning and core attributes are experienced and communicated in a

consistent manner. This means product and service offerings, business practices,

employee behaviour and communications practices are in perfect alignment with

each other. The third “C”- control addresses the process and systems through

which the corporate brand is managed  – appropriate centralizing, monitoring and

adjustments.

Consumers purchase decision is influenced by many factors including

corporate image. All the factor are dynamic. So, research should be condu=cted

continuously to analyze image on consumer’s purchase behaviour. It will help

companies to create better corporate image in the minds of people which will

definitely increase the sales and ultimately market share of the company.