CONSUMER PERCEPTION ON BRAND

AWARENESS AND BRAND LOYALTY

(With Reference to Coca-Cola and Pepsi)

By
Rasica Thapa

Exam Roll no: 13930 / 14

T.U Registration No: 7-2-444-38-2014

A Summer Project Report Submitted to

Faculty of Management, Tribhuvan University

in the partial fulfillment of the requirements for the degree of

Bachelor of Business Administration

at the
Modern Nepal College
Tribhuvan University

Sorakhutte, Kathmandu
March 2018
 STUDENT DECLARATION

This is to certify that I have completed the Summer Project entitled “Consumer
Perception on Brand Awareness and Brand Loyalty” under the guidance of Mrs.
Mikha Shrestha in partial fulfillment of the requirement for the degree of Bachelor
of Business Administration at Faculty of Management, Tribhuvan University. This
is my original work and I have not submitted it earlier elsewhere.

Date: ……………………….
Name: Rasica Thapa
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the summer project entitled “Consumer Perception on Brand
Awareness and Brand Loyalty” is an academic work done by “Rasica Thapa”
submitted in the partial fulfillment of the requirements for the degree of Bachelor of
Business Administration at the Faculty of Management, Tribhuvan University under
my guidance and supervision. To the best of my knowledge, the information
presented by her in the summer project report has not been submitted earlier.

…………………………..

Signature of the supervisor

Name: Mikha Shrestha

Designation: Supervisor

Date:
 ACKNOWLEDGEMENT

This summer project has been prepared to fulfill the partial requirement for the BBA
course, Tribhuvan University. Many helping hand has gone into the preparation of
this project and thus, the project would certainly not be complete without appreciating
them.

I would like to express my gratitude to all those people whose works and ideas have
helped me to prepare this report. I express my sincere honour and special sense of
gratitude to my academic supervisor Mrs. Mikha Shrestha for generous guidance,
thoughtful encouragement and brilliant insight throughout this research work. Her
constant support and encouragement has been a source of inspiration and without her
help, getting the report ready within such tenure would have been difficult for me.

I am indebted to all the professors, Lecturers and staffs of college who encouraged me
for the completion of this research.

Rasica Thapa
 TABLE OF CONTENTS
Student Declaration
Certificate from the Supervisor
Acknowledgement
Table of Contents
List of Tables
List of Figures
Executive Summary

CHAPTER – 1 INTRODUCTION
1.1 Context Information 1
1.1.1 A Brief Introduction of Selected Organizations 3
1.2 Statement of the problem 4
1.3 Objective of the study 5
1.4 Significance of study 5
1.5 Limitations of the study 6
1.6 Literature Review 6
1.6.1 Conceptual Framework 7
1.6.1.1 Concept of perception 7
1.6.1.2 Concept of Brand Awareness 12
1.6.1.3 Concept of Brand Loyalty 15
1.6.2 Review of Related Studies 17
1.6.2.1 Review of Journals and Articles 17
` 1.6.2.2 Review of Thesis 18

1.7 Research Methods used for Data Collection and Analysis 21

1.7.1 Research design 21
1.7.2 Population and sample 22
1.7.2.1 Sample Size 22
1.7.2.2 Sampling Technique 22
1.7.2.3 Data Collection/Fieldwork 22
1.7.2.4 Questionnaire 22
1.7.3 Sources of Data 23
1.7.4 Data Collection procedures 23
 1.7.5 Method of Analysis 23
1.7.5.1 Statistical Tools 24

CHAPTER – 2 DATA PRESENTATION AND ANALYSIS

2.1 Respondent Profile 26
2.1.1 Age 26
2.1.2 Gender of the Respondents 27
2.1.3 Occupations of the Respondents 28
2.1.4 Educational Status of the Respondents 29

2.2 Data Processing, Analysis & Interpretation 30

2.2.1 Interested Brand of Respondents 30
2.2.2 Similarities in Brands 31
2.2.3 Relationship between brand awareness and brand loyalty 33
2.2.4 Tools widely used while building brand awareness 35

2.2.5 Importance of Brand loyalty 37

2.2.6 Effectiveness of Brand Awareness and Brand Loyalty 40

2.2.7 Rate of Determinants 46

2.3 Findings and Discussion 49

CHAPTER – 3 CONCLUSION AND ACTION IMPLICATIONS

3.1 Conclusion 51
3.2 Action Implications 51
3.2.1 Practical implication 51
3.2.2 Research implication 52

Bibliography

Appendices
 LIST OF TABLES

Table No. Title Page No.

2.1 Age of Respondents 26

2.2 Gender of Respondents 27
2.3 Occupation of Respondents 28
2.4 Educational Status of Respondents 29
2.5 Interested Brand of Respondents 30
2.6 Similarities in Brands (Responses of Coca-cola) 31
2.7 Similarities in Brands (Responses of Pepsi) 32
2.8 Relationship between brand awareness and brand 33
loyalty (Responses of Coca-Cola) 3
2.9 Relationship between brand awareness and brand 34
loyalty (Responses of Pepsi)
2.10 Tools widely used while building brand awareness 35
(Responses of Coca-Cola)
2.11 Tools widely used while building brand awareness 36
(Responses of Pepsi)
2.12 Importance of Brand loyalty (Responses of Coca- 37
Cola)
2.13 Importance of Brand loyalty (Responses of Pepsi) 38

2.14 Effectiveness of Brand Awareness and Brand 40

Loyalty (Reponses of Coca-cola)
2.15 Effectiveness of Brand Awareness and Brand 42
Loyalty (Responses of Pepsi)
2.16 Comparison of Brand Awareness and Brand 44
Loyalty
2.17 Rate of Determinants (Reponses of Coca-cola) 46

2.18 Rate of Determinants (Reponses of Pepsi) 47

2.19 Comparison of Determinants 48

 LIST OF FIGURES

Figure No. Title Page No.

2.1 Age of Respondents 27

2.2 Gender of Respondents 28
2.3 Occupation of Respondents 29
2.4 Educational Status of Respondents 30
2.5 Interested Brand of Respondents 31
2.6 Similarities in Brands (Responses of Coca-cola) 32
2.7 Similarities in Brands (Responses of Pepsi) 33
2.8 Relationship between brand awareness and brand 34
loyalty (Responses of Coca-Cola) 3
2.9 Relationship between brand awareness and brand 35
loyalty (Responses of Pepsi)
2.10 Tools widely used while building brand awareness 36
(Responses of Coca-Cola)
2.11 Tools widely used while building brand awareness 37
(Responses of Pepsi)
2.12 Importance of Brand loyalty (Responses of Coca- 38
Cola)
2.13 Importance of Brand loyalty (Responses of Pepsi) 39
 EXECUTIVE SUMMARY

"Perception" defined as a "process in which we select, organize, and interpret the

input from their minds to give a unique meaning or order to the world around us".
Perception includes the perceiver, the target of perception, and the situation.

In order to evaluate and compare the consumer perception for brand awareness and
brand loyalty for two famous brands of soft drinks i.e. Coke Coca Cola and Pepsi,
during this project research will further extend the effect of consumer perception of
Coke and Pepsi will be determined for consumer association to these brands.

The project will be aimed to do comparative study of two viewpoint of marketing i.e.
Consumer perception about brand Loyalty & brand awareness. Relation of Consumer
perception about the loyalty and their awareness for the selected brands of Coke and
Pepsi are compared.

Methodology for the research will be adopted to track down the measurement of
consumer’s perceived loyalty of Coke and Pepsi. Consumer’s awareness about these
brands and then making a comparison between both brands in order to evaluate the
consumer’s perception, loyalty and brand awareness.

Primary data about consumer’s perception about Coke and Pepsi brands will be
collected through questionnaires. Secondary data will be collected and extracted from
the secondary sources that already exist and contains relevant information about the
Coke and Pepsi brands related to consumer’s perceptions about loyalty and brand
awareness.

For the underlying project, a questionnaire will be used to gather the data about the
selected brands, consumer perception, loyalty and consumer awareness towards these
brands and this project will help to improve the stronger brands, impact of brand
awareness and brand loyalty. It will also lead the marketer to construct and develop
improved branding strategies through its results and outcomes while dealing with
consumer’s perception, awareness about brand. The outcomes can be implemented
while dealing with the strategies, involving the consumer’s loyalty, brand awareness,
brand positioning and determining the brand strengths in market.