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INTRODUCTION
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CHAPTER I
INTRODUCTION
1.1 INTRODUCTION
A brand is a name, term, design, symbol, or other features that distinguishes one
seller product from those of others. Brands are used in business, marketing and
advertising. In simple words, a brand is a type of product manufactured by a particular
company under a particular name.
Brand awareness refers to the extent to which customers are able to recall or
recognize a brand. Brand awareness is a key consideration in consumer behavior and
advertising strategy. The consumer’s ability to recognize or recall a brand is central to
purchasing decision making. Awareness does not necessarily mean that the consumer
must be able to recall a specific brand name, but he or she must be able to recall enough
distinguishing features for purchasing to proceed.
The project aims towards increasing the brand awareness. Since its one of the
effective tool to effect the final purchase decision and volume of sales. Had used the
topic to find out or measure the brand awareness level among the customers and the
ways to increase its awareness.
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1.2 SIGNIFICANT AND SCOPE OF STUDY
Now a day’s branded products are mostly used by in youth. So study about
effectiveness of brand awareness was very largely effected by the youth. Mainly it is to
looks:- the effectiveness of the brand awareness among in particular area. And this
study was to give more idea about how many youth people are used by the branded
products and how many youth are know about branded items.
The study was analytical in nature. A complete study in the topic is impossible.
Both primary and secondary data is used for the study. Questionnaire methods have
been chosen for the data collection from youths.
Primary data
Primary data are those which are collected a fresh and for the first time and these
happened to be original in character. A closed ended questionnaire was formulated to
find out the awareness of branded products of youth people. The questionnaire was
framed to find out opinion of the youth people and convenient sampling was used for
the data collection. The total sample consists of 50 youth people in Sulthan Bathery
Thaluk.
Secondary data
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The secondary data refers to the data which have already been collected and
analysed by someone else. Secondary data were collected from:-
➢ Books.
➢ Company records.
➢ Websites.
➢ Journals
1.7 HYPOTHESIS
For the purpose of collecting data for the study, convenient sampling was used.
Sample size of 50 youth people are selected for the study.
➢ Percentage analyzis
➢ Chart
➢ Graphs
➢ Table
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➢ Chi –square test
➢ ANOVA
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CHAPTER II
REVIEW OF LITERATURE
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CHAPTER II
REVIEW OF LITERATURE
Kepferer1 (1986) says, “A brand is both, tangible and intangible, partial and
symbolic, visible and invisible under conditions that are economically viable for the
company.Brands are build up by persistent difference ever the long run. They cannot
be reduced just to a symbol on a product or a mere graphic and cosmetic exercise. A
brand is a signature on a consistently renewed, creative process which yields various
products. Products are introduced, they live and disappear, but brands endure. The
consistency of this creative action is what gives a brand its meaning, its content, and its
characters’: creating a brand requires time and identity.
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switches to other brand, what are the factors which force them to purchase branded
apparels. By analyzing these, company can formulate the strategies as per the customer
needs & deliver them the products which consumer wants from the company, which
will be profitable for the company.
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Yin H.S. and Susan S7 (2012) this study examine the purchase preferences
towards foreign and domestic branded apparels. It was found that preferences towards
foreign branded apparels are related to the level of purchasing power and is not related
to the demographics variables. 58% of the students surveyed preferred foreign branded
apparel. There is a positive relationship between media influence and preferences
towards foreign/domestic branded apparels. The more a person is exposed to the media,
the stronger will be the influence of the media in “persuading” the individual to
purchase the apparel.
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Sushilkumar M. Parmar10 (2014) in his article says Apparently, Youth-
generation is style and fashion dominated and would like to be referred as style icon. In
fact, their needs now no longer remain latent due to availability of various cosmetic
products. The presence of cosmetic industry has completely redefined the fashion &
revitalized the life of even growing age people with innovation of anti aging cream &
colorant solution. Building a strong brand loyalty is believed to be a challenging task
for a marketer involved in flourishing cosmetic industry because of the presence of well
known and good domestic and international quality brands. The findings indicate that
brand loyalty has no significant association with gender and domiciles of users of
cosmetic products. Similarly, annual spending on cosmetic products and domiciles of
youth are statistically independent variables. Results also disclose that an excellent
quality of a cosmetic brand was highly ranked by majority of respondents followed by
satisfaction of needs & brand Name.
Manohar David11 of Philips (Director and senior Vice President, Philips India
limited, 1996) says, a challenge loving, risk taking Brand Manager, who retired after a
31 year marketing career with Philips, and responsible for brand success has to say: “
In 1970’s, products were made from the manufacturing, rather than the customers point
of view. But the focus shifting to the consumer, marketing can assume a much longer
role.”
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WORKSITES
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CHAPTER III
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CHAPTER III
3.1 Brand
A brand is a name, term, design, symbol, or other feature that distinguishes one
seller’s product from those of others. Brands are used in business, marketing, and
advertising.
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Many companies are beginning to understand that there is often little to
differentiate between products in the 21st century. Branding remains the last bastion
for differentiation.
The word ‘brand’ is often used as a metonym referring to the company that is
strongly identified with a brand.
Marque or make are often used to denote a brand of motor vehicle, which may
be distinguished from a car model. A concept brand is a brand that is associated with
an abstract concept, like breast cancer awareness or environmentalism, rather than a
specific product, service, or business. A commodity brand is a brand associated with a
commodity.
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Types of brand names
The act of associating a product or service with a brand has become part of pop
culture. Most products have some kind of brand identity, from common table salt to
designer jeans. A brandnomer is a brand name that has colloquially become a generic
term for a product or service, such as band-aid, nylon, or kleenex—which are often
used to describe any brand of adhesive bandage; any type of hosiery; or any brand of
facial tissue respectively. Xerox, for example, has become synonymous with the word
"copy".
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3.3 Brand awareness
Brand awareness refers to the extent to which customers are able to recall or
recognize a brand. Brand awareness is a key consideration in consumer behavior,
advertising management, brand management and strategy development. The
consumer's ability to recognize or recall a brand is central to purchasing decision-
making. Purchasing cannot proceed unless a consumer is first aware of a product
category and a brand within that category. Awareness does not necessarily mean that
the consumer must be able to recall a specific brand name, but he or she must be able
to recall sufficient distinguishing features for purchasing to proceed. For instance, if a
consumer asks her friend to buy her some gum in a "blue pack", the friend would be
expected to know which gum to buy, even though neither friend can recall the precise
brand name at the time.
Different types of brand awareness have been identified, namely brand recall
and brand recognition. Key researchers argue that these different types of awareness
operate in fundamentally different ways and that this has important implications for the
purchase decision process and for marketing communications. Brand awareness is
closely related to concepts such as the evoked set and consideration set which describe
specific aspects of the consumer's purchase decision. Consumers will normally
purchase one of the top three brands in their consideration set.
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Brand awareness involves a customers' ability to recall and/or recognize brands,
logos and branded advertising. Brands helps customers to understand which brands or
products belong to which product or service category. Brands assist customers to
understand the constellation of benefits offered by individual brands, and how a given
brand within a category is differentiated from competing brands, and thus the brand
helps customers understand which brand satisfies their needs. Thus, the brand offers
the customer a short-cut to understanding the different product or service offerings that
make up a category.
Brand awareness is a key step in the customer's purchase decision process, since
some kind of awareness is a precondition to purchasing. That is, customers will not
consider a brand if they are not aware of it. Brand awareness is a key component in
understanding the effectiveness both of a brand's identity and of its communication
methods.
Successful brands are those that consistently generate a high level of brand
awareness, as this can often (quantify) be the pivotal factor in securing customer
transaction. Various forms of brand awareness can be identified. Each form reflects a
different stage in a customer's cognitive ability to address the brand in a given
circumstance.
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that set a product apart from the competition is/are also known (by whom?) As
the unique selling point.
Brand recall
Brand recall is also known as unaided recall or spontaneous recall and refers to
the ability of the consumers to correctly elicit a brand name from memory when
prompted by a product category. Brand recall indicates a relatively strong link between
a category and a brand while brand recognition indicates a weaker link. When prompted
by a product category, most consumers can only recall a relatively small set of brands,
typically around 3-5 brand names. In consumer tests, few consumers can recall more
than seven brand names within a given category and for low-interest product categories;
most consumers can only recall one or two brand names.
Research suggests that the number of brands that consumers can recall is
affected by both individual and product factors including; brand loyalty, awareness set
size, situational, usage factors and education level. For instance, consumers who are
involved with a category, such as heavy users or product enthusiasts, may be able to
recall a slightly larger set of brand names than those who are less involved.
Brand recognition
Brand recognition is also known as aided recall and refers to the ability of the
consumers to correctly differentiate the brand when they come into contact with it. This
does not necessarily require that the consumers identify the brand name. Instead, it
means that consumers can recognize the brand when presented with it at the point-of-
sale or after viewing its visual packaging. In contrast to brand recall, where few
consumers are able to spontaneously recall brand names within a given category, when
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prompted with a brand name, a larger number of consumers are typically able to
recognize it.
Top-of-mind awareness
Consumers will normally purchase one of the top three brands in their
consideration set. This is known as top-of-mind awareness. Consequently, one of the
goals for most marketing communications is to increase the probability that consumers
will include the brand in their consideration sets.
Brand image is the current view of the customer about a brand. It can be defined
as a unique bundle of association with in the minds of target customers. It signifies that
what the brand presently stands for. It i set of beliefs held about a specific brand. In
short, it is nothing but the consumer’s perception about the product. It is the manner in
which a specific brand is positioned in the market. Brand image conveys emotional
value and not just a mental image. Brand image is nothing but an organization’s
character. It is an accumulation of contact and observation by people external to an
organization. It should highlight an organization’s mission and vision to all. The main
elements of positive brand image are unique logo reflecting organization’s business in
brief and identifier supporting the key values.
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Brand image is the overall impression in consumer’s mind that is form from all
sources. Consumers develop various associations with the brand. Based on these
associations, they from brand image. An image is formed about the brand on the basis
of subjective perceptions of associations, bundle that the consumers have about the
brand. Volvo is associated with safety. Toyota is associated with reliability.
The idea behind brand image is that the consumer is not purchasing just the
product/service but also the image associated with that product/service. Brand image
can be strengthened promotional tools, etc.
3.5 Customer
A customer may or may not also be a consumer, but the two notations are
distinct, even though the terms are commonly confused. Customer purchase goods; a
consumer uses them. An ultimate customer may be a consumer. An intermediate
customer is not a consumer at all .the situation is somewhat complicated in that ultimate
customers of so called industrial and services (who are entities such as government
bodies, manufactures, and educational and medical institutions) either themselves use
up the goods and services that they buy, or incorporate them into other finished
products, and so are technically consumers too.
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early months or years of a product’s introduction. Product awareness can consist of
consumer knowledge of brand benefits, features, slogans, tag lines and other brand
messaging elements.
The eventual goal of most business is to generate profits and increase sales.
Brand awareness plays a major role in a consumers buying decision process, and is
essential to helping companies build market share. Word of mouth marketing from
family and friends or high recognition of the product through repeated advertising, can
drive consumers to purchase certain brands over others. Consequently integrated
marketing communication strategies are instrumented in helping companies expand
there customer base and encourage repeat purchases.
High brand awareness about a product suggests that the brand is easily
recognizable and accepted by the market in ways that differentiate the brand from
similar products and other competitors. Effective marketing campaigns that increase
brand awareness also eliminate confusion between similar brands.
There are billions of brands in the world all varying for the public’s attention
and the business. As such it can be difficult to get your voice heard, especially to get
you are new, small brands trying to compete against the more established large
corporation.
So just what makes a brand stand out? Social media, advertising and public
relation can all help get your brand get more exposure, but we all know its more
complicated than just putting stuff out there and hoping that right people see it. In this
article, with the help of marketing experts, you’ll learn the answers to these questions:
➢ How can you make your brand messaging clear, consistent and recognizable?
➢ How will you measure if you have been successful in boosting your brand
awareness?
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There are questions that every successful brand has to ask, and find the answers
to, at some point. This guide will break down awareness just why you need to increase
it, but how you can.
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CHAPTER IV
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CHAPTER 4
Analysis and interpretation are the integral part of the project report. Analysis
means the computation of certain indices or measures along with searching for patterns
of relationship that exists among data groups. The purpose of research is to find out
something. Analysis of data helps to find out the same thing. Analysis of data is to be
made with reference to the problem in mind. Through analysis one attempts to study
the collected data and desired results. Interpretation refers to the technique of drawing
inference from collected facts and explaining the significance of those inferences after
an analytical and experimental study. Through interpretation one draw conclusion.
Percentage Analysis
no.of respondents
Percentage analysis = × 100
Total no.of respondents
Chi-square
Chi square test for testing goodness of fit is used to decide whether there is any
difference between the observed value (experimental) value and the expected
(theoretical) value.
(O – E)2
χ 2 = 𝝨
E
ANOVA
Greater variance
F=
Smaller varience
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TABLE NO. 4.1
44%
Male
56%
Female
Interpretation: The above chart shows the gender wise distribution of the respondents.
56 percentages of the respondents are Male and 44 percentages of them are Female.
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TABLE NO. 4.2
CHART NO 4.2
100 %
Yes
No
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TABLE NO 4.3
CHART NO 4.3
32%
Yes
68% No
Interpretation: The above chart shows the opinion of respondents on the fact
whether they buy only branded products. 68% of people are saying YES and balance
32% says NO.
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TABLE NO 4.4
CHART NO 4.4
88%
90%
80%
70%
%of respondents
60%
50%
40%
30%
10%
20% 2%
0% 0%
10%
0%
Quality Price Availability Attractive Others
Motivational Factors
Interpretation: From the above chart shows that, the motivational factor for selecting
the branded products. 88 % of respondents are on the basis of quality, 10% of
respondents are on the basis of attractiveness and 2 % of respondents are on basis of
other factors. The respondent not considering the availability and price factors for
choosing branded items.
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TABLE NO 4.5
CHART NO 4.5
48%
50%
45%
38%
40%
35%
% of respondents
30%
25%
20%
15% 10%
10% 4%
5%
0%
Below 2 years 2-5 years 5-10 years Above 10 years
Opinion
Interpretation: From the above chart shows that, how long using the branded products
by respondents. 48 % of respondents are using branded products 2 to 5 years. 38 % of
respondents are using below 2 years. 10 % of respondents are using 5 to 10 years and
4 % of respondents are using above 10 years.
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TABLE NO 4.6
CHART NO 4.6
80% 72%
70%
60%
% of respondents
50%
40%
30% 20%
20%
6%
10% 2%
0%
Social media Television News paper Others
Opinion
Interpretation: Above chart show that 72 % of respondents are aware about the
branded products by the way of social media. 6 % of respondents are aware about the
branded products by the way of television. 2 % of respondents are aware about the
branded products by the way of news paper and 20 % of respondents are aware about
the branded products by the way of others.
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TABLE NO 4.7
CHART NO 4.7
22%
Yes
No
78%
Interpretation: The above chart shows the opinion of respondents regarding the
independence in taking purchase decision. 78% of people are saying YES and balance
22% says NO.
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TABLE NO 4.8
CHART NO 4.8
44%
45%
40% 34%
35%
% of respondents
30%
25%
20% 14%
15%
10% 6%
2%
5%
0%
Cloths Footwear Accessories Others All
Brand Loyalty
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TABLE NO 4.9
CHART NO 4.9
8%
Yes
No
92%
Interpretation: The above chart shows the opinion of respondents on the fact that
particular brand gives them a sense of satisfaction. 92% of people are saying YES and
balance 8% says NO.
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TABLE NO 4.10
CHART NO 4.10
24%
Yes
No
76%
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TABLE NO 4.11
CHART NO 4.11
26%
Yes
No
74%
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TABLE NO 4.12
CHART NO 4.12
70%
60%
60%
50%
% of respondents
40%
30% 24%
16%
20%
10%
0% 0%
0%
Highly Satisfied Average Dissatisfied Highly
satisfied dissatisfied
Rating of effectiveness
Interpretation: Above chart shows the rate of the effectiveness of branded products
of respondents. 60 % of satisfied and 24 % of highly satisfied and 16 % average and
no one are dissatisfied & highly dissatisfied.
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TABLE NO 4.13
CHART NO 4.13
28%
Yes
No
72%
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TABLE NO 4.14
CHART NO 4.14
90%
82%
80%
70%
60%
% of respondents
50%
40%
30%
16%
20%
2%
10%
0%
Always Never Sometimes
Seasonal Discount of Branded Products
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TABLE NO 4.15
CHART NO 4.15
42%
Yes
58% No
Interpretation: Above chart shows family members bothered about branded products
of respondents. 58 percentages of youth says YES and balance 42 percentages of youth
says NO.
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TABLE NO 4.16
CHART NO 4.16
60%
60%
50%
% of respondents
40%
32%
30%
20%
8%
10%
0%
Yes No May be
opinion
Interpretation: Above chart shows the respondents view on increase in income affect
to became more brand conscious. 60 % of respondents says may be, 32% says yes and
balance 8% says no.
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TABLE NO 4.17
CHART NO 4.17
48%
52%
Yes
No
Interpretation: Above chart shows the respondents view on the fact whether country
of origin affect their purchase decision. 52% of youth people says YES and balance
48% are says NO.
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TABLE NO 4.18
CHART NO 4.18
56%
60%
50%
% of respondents
40%
28%
30%
20% 12%
10% 4%
0%
0%
Cheap quality Poor Less Similar price Others
durability attractiveness
Drawbacks
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TABLE NO 4.19
CHART NO 4.19
56%
60%
50%
% of respondents
40%
30% 22%
18%
20%
4%
10% 0%
0%
1 2 3 4 5
rating
Interpretation: Above chart shows the rating of branded items comparing with
unbranded products by respondents. 56 percent of give 4 rating to branded products. 22
percent youth people give 3 rating to branded products.18 percent youth people gives
5 or full rating to branded products. 4 percent youth people give 2 rating and 0 percent
youth people give 1 rating to branded products.
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TABLE NO 4.20
CHART NO 4.20
60% 52%
46%
50%
% of respondents
40%
30%
20%
10% 2% 0%
0%
From shop Online Television & Others
Advertisement
Purchasing Method
Interpretation: Above chart shows, in which way the respondents will purchase the
branded products. 52 percent youth says they purchase the branded products through
online. 46 percent youth says they purchase branded products from shop. And balance
2 percent youth says television and advertisement.
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TABLE NO 4.21
CHART NO 4.21
70% 62%
60%
50%
% of respondents
40%
0%
Some times, May Yes, yes No-No Rarely, Not sure
be
opinion
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TABLE NO 4.22
CHART NO 4.22
38%
62%
Yes
No
Interpretation: Above chart shows the respondents response regarding the fact that
even at low price good quality can be maintained. 62% of youth people say YES and
balance 38% are says NO.
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TABLE NO 4.23
Quality 11 18 9 7 5 50
Price 5 14 17 6 8 50
Status 10 19 8 7 6 50
Attractiveness 12 18 7 8 5 50
Availability 5 13 13 10 9 50
Others 6 11 20 6 7 50
Total 49 93 74 44 40 300
Calculated value < Table value, So we accept the H0 and reject H1.
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TABLE NO 4.24
Calculated value < Table value, So we accept the H0 and reject H1.
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TABLE NO 4.25
High price 6 29 15 50
Moderate price 34 9 7 50
Low price 13 28 9 50
Total 53 66 31 150
TABLE NO 4.26
ANOVA TABLE
Between
samples 208.67 2 104.335
1.139
Within the
sample 713.33 6 118.888
Total 922 8
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Calculated value : 1.139
Table value : 5.14
Degree of freedom : 6,2
Level of significance : 0.05
Calculated value < Table value, So we accept the H0 and reject H1.
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CHAPTER V
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CHAPTER V
5.1 FINDING
The following details can be inferred after analysis with a sample size of 50
which included youth, by questionnaire method to find out the brand awareness towards
all type of branded products.
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➢ Rate the effectiveness of respondents satisfied level is 60 %, highly satisfied level
is 24 %, average level is 16%, and no ones are dissatisfied
➢ From this study, it is clear that privilege by purchasing branded items 72% of YES
and 28% of NO.
➢ The study is clear that seasonal discount on branded products of respondents is 16%
of always, 2% of never and 82% of some times.
➢ Under this study, it is clear that 58% of family’s are bothered about branded
products and 42% of family’s are not bothered about branded products.
➢ In this study, the respondents view on increase in income affect to became more
brand conscious. 60 % of respondents says may be, 32% says yes and balance 8%
says no.
➢ In the study majority of respondents (52%) says that the coutry of origin of branded
poducts affects their purchase decision.
➢ In this study major drawbacks of unbranded products is 56% say cheap quality, 28%
say poor durability, 12% say less atractiveness and balance 4% say others..
➢ In this study the customers rating on branded products on 5 is, 56% of give 4 rating,
22% of give 3 rating, 18% of them give full (5) rating and 4% youth give 2 rating.
➢ From this study it is clear that respondents are purchasing branded products 52%
through online, 46% from direct shop and balance 2% from television.
➢ In this study, opinion of respondents on using celebrities as brand ambassadors is
good strategy. 62% say sometimes, may be. 16% say yes,yes and other 16% say
rarely, not sure. Balace 6% of youth says no-no.
➢ In this study majority(62%) of respondents says that companies can reduce the price
and still maintain a good quality of branded products.
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5.2 SUGGESTIONS
Suggestions are done on the basis of finding and analysis of data collected
through questionnaire:-
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5.3 CONCLUSION
Brands are now a central feature of consumer marketing, they are important in
building Long-term relationship with consumer, irrespective of the type of market.
Their importance is now also being recognized in other markets including service and
individual. Investing in a brand builds consumer confidence and loyalty and allows for
brand stretching. It requires a consistend and long term strategy. Only a few brands
have emerged as truly globel.
In conclusion I would say the all the type of brand is quite known to peoples.
The customers aware largely of the product with the help of social media and a holdings
and the product still has a way to increase its advertising channels to reach the relatively
large number of people. The products advertising in the hill stations around siliguri is
relatively less and also its awareness.
I would like to thank all the people who have been so co-operative throughout
the survey.
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