CHAPTER I

INTRODUCTION

1
 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.

A brand differentiates a product in several forms and it can be broadly divided

into two categories- the tangible (rational), and the intangible (emotional and symbolic).
Either way, while the product performs its basic functions, the brand contributes to the
differentiation of a product. These dimensions “distinguish a brand from its unbranded
commodity counterpart and gives it equity which is the sum of consumers’ perceptions
and feeling about the product’s attributes and how they perform, about the brand name
and what it stands for, and the company associated with the brand”. A strong brand
provides consumers multiple access points towards the brand by attracting them
through both functional and emotional attributes. The tangible dimensions that a brand
creates are product innovations, high qualities, and/or attractive prices etc. those are
often observable from the product’s marketing mix and product performance.

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.

1.3 OBJECTIVES OF THE STUDY

➢ To know the effectiveness of brand awareness in youth.

➢ To analyses the awareness of youth about branded effectiveness.
➢ To examine the difference between branded and unbranded products in our
life.
➢ To identify the motivational factors to choose the branded products.

1.4 RESEARCH PROBLEM

A study on awareness of branded products on youth in Sulthan Bathery Thaluk.

1.5 RESEARCH METHODOLOGY

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.

1.6 SOURCE OF DATA

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

➢ H0 -There is no significant difference between the branded products and

unbranded products.
H1 -There is a significant difference between the branded products and
unbranded products.
➢ H0 -There is no significant differnce on awareness level of branded products
among youth comparing with unbranded prodects.
H1 -There is significant differnce on awareness level of branded products among
youth comparing with unbranded prodects.
➢ H0 -There is no significant difference between variances of demand on various
price levels.
H1 -There is significant difference between variances of demand on various
price levels.

1.8 SAMPLE SIZE

For the purpose of collecting data for the study, convenient sampling was used.
Sample size of 50 youth people are selected for the study.

1.9 PERIOD OF STUDY

The study covers 21 days to complete the research.

1.10 TOOLS OF THE STUDY

➢ Percentage analyzis
➢ Chart
➢ Graphs
➢ Table

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 ➢ Chi –square test
➢ ANOVA

1.11 LIMITATION OF THE STUDY

➢ The study covers respondents from Sulthan Bathery Thaluk only.

➢ Time is also a constraint for detailed study.
➢ Respondent’s replies might be baised and so it would affect the accuracy of
results.
➢ As the sample choosen is convenient, it may or may not represent the
population.
➢ The sample size is limited to only 50 respondents.

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 CHAPTER II

REVIEW OF LITERATURE

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 CHAPTER II

REVIEW OF LITERATURE

Fundamental part of any study is a thorough knowledge of the area in which

the researcher is to be carried out and familiarity with other researcher on the same or
related topics. Review of literature makes the investigator aware of the significant of
the problem that have selected for the study. In the initial stage of the research, the
literature helps the researcher to become familiar with the problem are: late it promotes
a greater understanding of the problem and its crucial aspects and its ensuring the
avoidness of the necessary duplication. It also provides a comparative data on the basis
of which to evaluate and interpret the significance of so scholar’s findings:

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.

The American Marketing Association2 defines the term ‘Brand’ as “A name,

term, symbol or design or a combination of them, which is intended to signifies the
goods or service of one seller or group of sellers and to differentiate them from those
competitors.” More importantly, a brand premises relevant differentiated benefits.
Everything an organization does should be focused on enhancing delivery against its
brands promise.

In ELK Asia Pacific Journal Of Marketing And Retail Management3 (Volume

5 Issue 2, April 2014) says, As in this competition era, from business point of view, we
must be aware about the customer needs & wants & what a consumer expects from a
company. We should have this information or a customer database if we want to stay
in the market and to develop a competitive edge in the market. After conducting this
study we must be able to understand what customers want from a brand, why they

7
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.

Fernandez, P4.(2009), focuses on the impact of branding on youth in choice of

clothing as it is hypothesized that they are brand conscious. He suggests that brand
conscious is the right choice of clothing, which helps them create an image and identity
for themselves. Peer influence plays a crucial role in their choice of brands as it aids in
their socialization process. In addition, advertising is an important variable in
conferring brand values and establishing an image for the brand. Celebrity
endorsements have a huge impact on branded clothing too as they promote certain
attributes like image, quality and status. The researcher recommends that to retain
loyalty of youth, brand managers need to build an emotional attachment to make the
brand special and bring lasting competitive advantage. Additionally, advertising should
be used to not only create awareness but influence brand image and preference.

Khare A5. (2010) “Predictors of fashion clothing involvement among Indian

youth”), suggested that in developing countries, consumers are becoming conscious of
fashion brands. He was directed towards understanding the determinants of fashion
clothing involvement of Indian youth. He researched on Youths of Indian colleges to
understand the importance of fashion apparels in their lives. The results show that
Indian youth is involved with branded fashion wear. There was not much significant
difference in the involvement of females and males towards fashion clothing.

Verma A.P.6 and Tiwari K. (2011, “A Study on Consumer’s perception about

branded clothing store and merchandise Levis Stores & Koutons Store in India”,
covered the medium to high potential consumers that international and national brands
can target in the Indian context. This study measures the segment values of some brands
those have achieve success in the Indian market. Study shows that people are becoming
mere brand conscious with the increase in income level. Brands and individuals would
do well to understand the finer aspects of the scenario, and venture out to capitalize on
the opportunities.

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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.

Mittal P and Aggarwal S8 (2012) in this study “ Consumer perception towards

branded garments : A study of Jaipur” one can understand that the consumer and his
behavior is the cornerstone of success in marketing. It includes all the physical, mental
and emotional processes and concerned behavior which are observable before, during
and after each and every purchase of goods and services. This make us compelling to
understand, observe, record and react to such behavior, in case we want to have win-
win strategy that matter for marketer and the customer both. The research report
presented is based on the Consumer Perception towards Branded Garments. Through
this study an attempt has been made to practically understand those emotional or
rational appeals, which drive the purchase decision toward the branded garments. Also
certain demographic and psychographic profiles have been studied and certain relation
has been developed.
Rajput N and Kesharwani S9 (2012) this article defines that the Modern era
provides high quality materials and lot of variety in Indian garment market to satisfy
the desire of customers. The customers are utilizing the opportunity too. The results
confirm that Indian people have become highly brand conscious presently. Hence,
brand image is a not a significant factor in choosing the product or brand to buy. There
are other aspects like, quality, comfort, expectations and demographic characteristics
are also influence to the purchasing decision that dominate the purchase decision of
males and females. The gender differences do exist with respect to build attitude
towards fashionable apparels and brands. The study gives us the information males are
equally interested to go for shopping as females along with they spend excess money
during shopping than their female counterparts. Frequency of males going for shopping
with their companions has increased over times and has reached almost at par with that
of females. Attitude of males towards clothing varies from that of females.

9
 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

1. Kepferer (1986) “The new strategic brand management.”

2. International Journal for Research in Management and Pharmacy Vol. 3, Issue
6, August 2014, “A Study of Brand Loyalty for Cosmetic Products among
Youth.”
3. ELK Asia Pacific Journal Of Marketing And Retail Management (Volume 5
Issue 2, April 2014).
4. Fernandez P.(2009), “Fast fashion brand extensions: An empirical study of
consumer Preferences”
5. Khare, A. & Rakesh,S. (2010), “Predictors of fashion clothing involvement
among Indian youth”, received (in revised form): 16th August 2010 Journal of
Targeting, Measurement and Analysis for Marketing Vol. 18.
6. Verma, A.P. & Tiwari, K. (2010), “A Study on Consumer’s perception about
branded clothing store and merchandise Levis Stores & Koutons Store in India”.
7. Yin H.S. and Susan S. (2012), “Consumers Attitude towards Branded Apparels:
Gender Perspective.” International Journal of Marketing Studies Vol. 4, No. 2;
(April 2012).
8. Mittal, P. & Aggarwal, S. (2012), “ Consumer perception towards branded
garments : A study of Jaipur”.IJRFM Volume 2, Issue 2 (February 2012).
9. Rajput, N., Kesharwani, S. & Khanna, A.(2012),“Dynamics of Female Buying
Behaviour: A Study of Branded Apparels in India.”, International Journal of
Marketing Studies; Vol. 4, No. 4; 2012.
10. Sushilkumar M. Parmar (2014), “Information Behavior of Indian Youth and
Their Opinions towards Fashion Clothes.”
11. Manohar David (2014) “A study of customer perception towards branded
products in India”

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 CHAPTER III

BRAND AWARENESS - AN OVERVIEW

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 CHAPTER III

BRAND AWARENESS - AN OVERVIEW

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.

A brand is any name, design, style, words or symbols used singularly or in

combination that distinguish one product from another in the eyes of the customer.
Initially, livestock branding was adopted to differentiate one person’s cattle from
another's by means of a distinctive symbol burned into the animal’s skin with a hot
branding iron. However, the term has been extended to mean a strategic personality for
a product or company, so that ‘brand’ now suggests the values and promises that a
consumer may perceive and buy into.

Branding is a set of marketing and communication methods that help to

distinguish a company from competitors and create a lasting impression in the minds
of customers. The key components that form a brand's toolbox include a brand’s
identity, brand communication (such as by logos and trademarks), brand awareness,
brand loyalty, and various branding (brand management) strategies. Brand equity is the
measurable totality of a brand's worth and is validated by assessing the effectiveness of
these branding components. In a fleeting market where traditional linear models of
business are being replaced by more radical interconnected models, brand equity is one
marketing technique that remains firmly rooted in prosperity. To reach such an
invaluable brand prestige requires a commitment to a particular way of doing business.
A corporation who exhibits a strong brand culture is dedicated on producing intangible
outputs such as customer satisfaction, reduced price sensitivity and customer loyalty.
A brand is in essence a promise to its customers that they can expect long-term security,
a competitive frame of reference and consistent delivery of functional as well as
emotional benefits. When a customer is familiar with a brand or favours it incomparably
to its competitors, this is when a corporation has reached a high level of brand equity.

13
 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.

In accounting, a brand defined as an intangible asset is often the most valuable

asset on a corporation’s balance sheet. Brand owners manage their brands carefully to
create shareholder value, and brand valuation is an important management technique
that ascribes a money value to a brand, and allows marketing investment to be managed
(e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although
only acquired brands appear on a company's balance sheet, the notion of putting a value
on a brand forces marketing leaders to be focused on long term stewardship of the brand
and managing for value.

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.

3.2 Brand name

The term "brand name" is quite often(quantify) used(by whom?)

Interchangeably with "brand", although it is more correctly used to specifically denote
written or spoken linguistic elements of any product. In this context a "brand name"
constitutes a type of trademark, if the brand name exclusively identifies the brand owner
as the commercial source of products or services. A brand owner may seek to protect
proprietary rights in relation to a brand name through trademark registration - such
trademarks are called (by whom?) "registered trademarks". Advertising spokespersons
have also become part of some brands, for example: mr. Whipple of charmin toilet
tissue and tony the tiger of kellogg's frosted flakes. Putting a value on a brand by brand
valuation or using marketing mix modeling techniques is distinct to valuing a
trademark.

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Types of brand names

Brand names come in many styles. A few include:

• Initialism: a name made of initials, such as "UPS" or "IBM"

• Descriptive: names that describe a product benefit or function, such as "Whole
Foods" or "Toys r' us"
• Alliteration and rhyme: names that are fun to say and which stick in the mind,
such as "Reese's Pieces" or "Dunkin' Donuts"
• Evocative: names that can evoke a vivid image, such as "Amazon" or "Crest"
• Neologisms: completely made-up words, such as "Wii" or "Häagen-Dazs"
• Foreign word: adoption of a word from another language, such as "Volvo" or
"Samsung"
• Founders' names: using the names of real people, (especially a founder's
name), such as "Hewlett-Packard", "Dell", "Disney", "Stussy" or "Mars"
• Geography: naming for regions and landmarks, such as "Cisco" or "Fuji Film"
• Personification: taking names from myths, such as "nike"; or from the minds
of ad execs, such as "Betty Crocker"
• Punny: some brands create their name by using a silly pun, such as "lord of the
fries", "Wok On Water" or "Eggs Eggscetera"
• Combination: combining multiple words together to create one, such as
"Microsoft" ("Microcomputer" and "Software"), "Comcast" ("Communi-
cations" and "Broadcast"), "Evernote" ("Forever" and "Note"), "Vodafone"
("Voice", "Data", "Telephone")

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.

Brand awareness is a key indicator of a brand's competitive market

performance. Given the importance of brand awareness in consumer purchasing
decisions, marketers have developed a number of metrics designed to measure brand
awareness and other measures of brand health. These metrics are collectively known as
awareness, attitudes and usage metrics.

To ensure a product or brand's market success, awareness levels must be

managed across the entire product life-cycle - from product launch through to market
decline. Many marketers regularly monitor brand awareness levels, and if they fall
below a predetermined threshold, the advertising and promotional effort is intensified
until awareness returns to the desired level. Brand awareness

16
 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.

➢ Most companies aim for "top-of-mind". Top-of-mind awareness occurs when

a brand pops into a consumer's mind when asked to name brands in a product
category. For example, when someone is asked to name a type of facial tissue,
the common answer, "kleenex", will represent a top-of-mind brand.
➢ Unaided awareness (also known as brand recall or spontaneous awareness)
refers to the brand or set of brands that a consumer can elicit from memory when
prompted with a product category
➢ Aided awareness (also known as brand recognition) occurs when consumers
see or read a list of brands, and express familiarity with a particular brand only
after they hear or see it as a type of memory aide.
➢ Strategic awareness occurs when a brand is not only top-of-mind to
consumers, but also has distinctive qualities which consumers perceive as
making it better than other brands in the particular market. The distinction(s)

17
 that set a product apart from the competition is/are also known (by whom?) As
the unique selling point.

Types of brand awareness

Marketers typically identify two distinct types of brand awareness; namely

brand recall (also known as unaided recall or occasionally spontaneous recall) and
brand recognition (also known as aided brand recall). These types of awareness operate
in entirely different ways with important implications for marketing strategy and
advertising.

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

18
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.

By definition, top-of-mind awareness is "the first brand that comes to mind

when a customer is asked an unprompted question about a category. When discussing
top-of-mind awareness among larger groups of consumers (as opposed to a single
consumer), it is more often defined as the "most remembered" or "most recalled" brand
name(s).

A brand that enjoys top-of-mind awareness will generally be considered as a

genuine purchase option, provided that the consumer is favorably disposed to the brand
name. Top-of-mind awareness is relevant when consumers make a quick choice
between competing brands in low-involvement categories or for impulse type
purchases.

3.4 Brand image

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 (sometimes known as a client, buyer, or purchaser)is the recipient

of a goods, service, product or idea, obtained from a seller, vendor, or supplier for a
monitory or other valuable consideration. Customers are generally categorized into two
types:

➢ An intermediate customer or trade customer (more informally:”the trade”)who

is a dealer that purchases goods for resale
➢ An ultimate customer who does not in turn resell the things bought but either
passes them to the consumer or actually is the consumer.

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.

3.6 Consumer awareness

Brand awareness is the extent to which a brand is recognized by potential

customers, and is correctly associated with a particular product. Expressed usually as a
percentage of target market, brand awareness is the primary goal of advertising in the

20
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.

3.7 Impact of brand awareness

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.

3.8 How to increase brand awareness

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 can your brand seen by more people?

➢ How will you measure if you have been successful in boosting your brand

awareness?

21
 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

DATA ANALYSIS AND INTERPRETATION

23
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

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

Percentage analysis is the method to represent raw streams of data as a

percentage for better understanding for collected data.

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

Analysis of variance is a collection of statistical models and their associated estimation

procedures (such as the “variation” among and between groups) used to analyze the
difference among group means in a sample.

Greater variance
F=
Smaller varience

24
 TABLE NO. 4.1

GENDER WISE DISTRIBUTION OF RESPONDENTS

Gender Number Percentage

Male 28 56
Female 22 44
Total 50 100
Source: Primary data

CHART NO. 4.1

GENDER WISE DISTRIBUTION OF THE RESPONDENTS

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.

25
 TABLE NO. 4.2

AWARENESS WISE DISTRIBUTION OF RESPONDENTS

Opinion No. of respondents Percentage

Yes 50 100
No 0 0
Total 50 100
Source: Primary data

CHART NO 4.2

AWARENESS WISE DISTRIBUTION OF RESPONDENTS

100 %

Yes
No

Interpretation: The above chart shows that awareness of branded products

respondents 100 percentages of people are saying YES.

26
 TABLE NO 4.3

OPINION OF RESPONDENTS ON THE FACT WHETHER THEY BUY

ONLY BRANDED PRODUCTS

Opinion No. of respondents Percentage

Yes 34 68
No 16 32
Total 50 100
Source: Primary data

CHART NO 4.3

OPINION OF RESPONDENTS ON THE FACT WHETHER THEY BUY

ONLY BRANDED PRODUCTS

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.

27
 TABLE NO 4.4

MOTIVATIONAL FACTOR FOR SELECTING BRANDED

PRODUCTS OF THE RESPONDENTS

Motivational factor No. of respondents Percentage

Quality 44 88
Price 0 0
Availability 0 0
Attractive 5 10
Others 1 2
Total 50 100
Source: Primary data

CHART NO 4.4

MOTIVATIONAL FACTOR FOR SELECTING BRANDED

PRODUCTS OF THE RESPONDENTS

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.

28
 TABLE NO 4.5

HOW LONG USED BRANDED PRODUCTS BY RESPONDENTS

Years No. of respondents Percentage

Below 2 19 38
2–5 24 48
5 - 10 5 10
Above 10 2 4
Total 50 100
Source: Primary data

CHART NO 4.5

HOW LONG USING BRANDED PRODUCTS BY RESPONDENTS

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.

29
 TABLE NO 4.6

AWARE ABOUT THE BRANDED PRODUCT OF RESPONDENTS

Opinion No. of respondents Percentage

Social media 36 72
Television 3 6
News paper 1 2
Others 10 20
Total 50 100
Source: Primary data

CHART NO 4.6

AWARE ABOUT THE BRANDED PRODUCT OF RESPONDENTS

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.

30
 TABLE NO 4.7

OPINION OF RESPONDENTS REGARDING THE INDEPENDANCE

IN TAKING PURCHASE DECISION

Opinion No. of respondents Percentage

Yes 39 78
No 11 22
Total 50 100
Source: Primary data

CHART NO 4.7

OPINION OF RESPONDENTS REGARDING THE INDEPENDENCE

IN TAKING PURCHASE DECISION

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.

31
 TABLE NO 4.8

BRAND LOYALTY OF RESPONDENTS

Opinion No. of respondents Percentage

Cloths 17 34
Footwear 7 14
Accessories 3 6
Others 1 2
All 22 44
Total 50 100
Source: Primary data

CHART NO 4.8

BRAND LOYALTY OF RESPONDENTS

44%
45%
40% 34%
35%
% of respondents

30%
25%
20% 14%
15%
10% 6%
2%
5%
0%
Cloths Footwear Accessories Others All
Brand Loyalty

Interpretation: The above chart shows that brand loyalty of respondents. 34 % of

respondents buy cloths, 14 % of respondents buy footwear, 6 % of respondents buys
accessories and 2 % of respondents buy others and balance 44 % of respondents buy all
on the basis of brand loyalty.

32
 TABLE NO 4.9

OPINION OF RESPONDENTS ON THE FACT THAT PARTICULAR

BRAND GIVES THEM A SENSE OF SATISFACTION

Opinion No. of respondents Percentage

Yes 46 92
No 4 8
Total 50 100
Source: Primary data

CHART NO 4.9

OPINION OF RESPONDENTS ON THE FACT THAT PARTICULAR

BRAND GIVES THEM A SENSE OF SATISFACTION

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.

33
 TABLE NO 4.10

ADVERTISEMENT INFLUENCE BRAND LOYALTY OF

RESPONDENTS

Opinion No. of respondents Percentage

Yes 38 76
No 12 24
Total 50 100
Source: Primary data

CHART NO 4.10

ADVERTISEMENT INFLUENCE BRAND LOYALTY OF

RESPONDENTS

24%

Yes
No
76%

Interpretation: Above chart shows that advertisements influence on brand loyalty of

respondents. 76 percentages youth people says YES and balance 24 percentages of
youth people says NO.

34
 TABLE NO 4.11

AVAILABILITY OF BRANDED PRODUCTS IN LOCAL MARKET OF

RESPONDENTS

Opinion No. of respondents Percentage

Yes 13 26
No 37 74
Total 50 100
Source: Primary data

CHART NO 4.11

AVAILABILITY OF BRANDED PRODUCTS IN LOCAL MARKET OF

RESPONDENTS

26%

Yes
No

74%

Interpretation: above chart shows availability of branded products in local market of

respondents. 26 percentages of youth people says YES and 74 percentages of youth
people says NO.

35
 TABLE NO 4.12

RATE THE EFFECTIVENESS

Opinion No. of respondents Percentage

Highly satisfied 12 24
Satisfied 30 60
Average 8 16
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100
Source: Primary data

CHART NO 4.12

RATE THE EFFECTIVENESS

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.

36
 TABLE NO 4.13

PRIVILEGE BY PURCHASING BRANDED ITEMS

Opinion No. of respondents Percentage

Yes 36 72
No 14 28
Total 50 100
Source: Primary data

CHART NO 4.13

PRIVILEGE BY PURCHASING BRANDED ITEMS

28%

Yes
No

72%

Interpretation: Above chart shows privilege by purchasing branded items of

respondents. 72 percentages of youth people says YES and balance 28 percentages are
says NO.

37
 TABLE NO 4.14

SEASONAL DISCOUNT OF BRANDED PRODUCTS

Opinion No. of respondents Percentage

Always 8 16
Never 1 2
Sometimes 41 82
Total 50 100
Source: Primary data

CHART NO 4.14

SEASONAL DISCOUNT OF BRANDED PRODUCTS

90%
82%
80%

70%

60%
% of respondents

50%

40%

30%
16%
20%
2%
10%

0%
Always Never Sometimes
Seasonal Discount of Branded Products

Interpretation: Above chart shows seasonal discount of branded products of

respondents. 16 % of youth says always, 2 % of youth says never and 82 % of youth
says sometimes.

38
 TABLE NO 4.15

FAMILY MEMBERS BOTHERED ABOUT BRANDED PRODUCTS OF

RESPONDENTS

Opinion No. of respondents Percentage

Yes 29 58
No 21 42
Total 50 100
Source: Primary data

CHART NO 4.15

FAMILY MEMBERS BOTHERED ABOUT BRANDED PRODUCTS OF

RESPONDENTS

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.

39
 TABLE NO 4.16

RESPONDENTS VIEW ON INCREASE IN INCOME AFFECT TO

BECAME MORE BRAND CONSCIOUS

Opinion No. of respondents Percentage

Yes 16 32
No 4 8
May be 30 60
Total 50 100
Source: Primary data

CHART NO 4.16

RESPONDENTS VIEW ON INCREASE IN INCOME AFFECT TO

BECAME MORE BRAND CONSCIOUS
70%

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.

40
 TABLE NO 4.17

RESPONDENTS VIEW ON THE FACT WHETHER COUNTRY OF

ORIGIN AFFECT THEIR PURCHASE DECISION

Opinion No. of respondents Percentage

Yes 26 52
No 24 48
Total 50 100
Source: Primary data

CHART NO 4.17

RESPONDENTS VIEW ON THE FACT WHETHER COUNTRY OF

ORIGIN AFFECT THEIR PURCHASE DECISION

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.

41
 TABLE NO 4.18

MAJOR DRAWBACKS OF UNBRANDED PRODUCTS

Opinion No. of respondents Percentage

Cheap quality 28 56
Poor durability 14 28
Less attractiveness 6 12
Similar price 0 0
Others 2 4
Total 50 100
Source: Primary data

CHART NO 4.18

MAJOR DRAWBACKS OF UNBRANDED PRODUCTS

56%
60%

50%
% of respondents

40%
28%
30%

20% 12%

10% 4%
0%

0%
Cheap quality Poor Less Similar price Others
durability attractiveness
Drawbacks

Interpretation: Above chart shows Major drawbacks of unbranded items of

respondents. 56 percentages of respondents says cheap quality, 28 percent says poor
durability, 12 percent says less attractiveness, 0 percent says similar price and balance
4 percent says others.

42
 TABLE NO 4.19

RATING OF BRANDED PRODUCTS

Opinion No. of respondents Percentage

1 0 0
2 2 4
3 11 22
4 28 56
5 9 18
Total 50 100
Source: Primary data

CHART NO 4.19

RATING OF BRANDED PRODUCTS

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.

43
 TABLE NO 4.20

PURCHASING METHOD OF BRANDED PRODUCTS OF

RESPONDENTS

Opinion No. of respondents Percentage

From shop 23 46
Online 26 52
Television & Advertisement 1 2
Others 0 0
Total 50 100
Source: Primary data

CHART NO 4.20

PURCHASING METHOD OF BRANDED PRODUCTS OF

RESPONDENTS

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.

44
 TABLE NO 4.21

OPINION OF RESPONDENTS ON USING CELEBRITIES AS BRAND

AMBASSADORS IS GOOD STRATEGY

Opinion No. of respondents Percentage

Sometimes, may be 31 62
Yes, Yes 8 16
No-No 3 6
Rarely, Not sure 8 16
Total 50 100
Source: Primary data

CHART NO 4.21

OPINION OF RESPONDENTS ON USING CELEBRITIES AS BRAND

AMBASSADORS IS GOOD STRATEGY

70% 62%

60%

50%
% of respondents

40%

30% 16% 16%

20%
6%
10%

0%
Some times, May Yes, yes No-No Rarely, Not sure
be
opinion

Interpretation: Above chart shows, opinion of respondents on using celebrities as

brand ambassadors is good strategy. 62% of respondents says sometimes, may be. 16
% says yes,yes and other 16 % says rarely, not sure. Balace 6% of respondents says no-
no.

45
 TABLE NO 4.22

RESPONSE REGARDING THE FACT THAT EVEN AT LOW PRICE

GOOD QUALITY CAN BE MAINTAINED

Opinion No. of respondents Percentage

Yes 31 62
No 19 38
Total 50 100
Source: Primary data

CHART NO 4.22

RESPONSE REGARDING THE FACT THAT EVEN AT LOW PRICE

GOOD QUALITY CAN BE MAINTAINED

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.

46
 TABLE NO 4.23

OPINION ABOUT THE BRANDED PRODUCTS OF RESPONDENTS

Highly Satisfied Neutral Dissatisfied Highly Total

satisfied dissatisfied

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

Source: Primary data

Calculated value : 24.5

Table value : 31.410
Degree of freedom : 20
Level of significance : 0.05

Calculated value < Table value, So we accept the H0 and reject H1.

Ho – There is no significant difference between the branded products and

unbranded products.

47
 TABLE NO 4.24

AWARENESS LEVEL OF RESPONDENTS ABOUT BRANDED

PRODUCTS

Fully Partially Aware Neutral Unaware Total

aware aware
Quality 22 5 11 7 5 50
Attractiveness 17 13 10 5 5 50
Availability 12 10 16 6 6 50
Status 10 12 13 8 7 50
Others 6 9 19 11 5 50
Total 67 49 69 37 28 250

Source: Primary data

Calculated value : 22.94

Table value : 26.296
Degree of freedom : 16
Level of significance : 0.05

Calculated value < Table value, So we accept the H0 and reject H1.

H0 - There is no significant difference on awareness level of branded products

among youth comparing with unbranded products.

48
 TABLE NO 4.25

OPINION ABOUT THE PRICE – DEMAND RELATIONSHIP OF

BRANDED PRODUCTS OF RESPONDENTS

High demand Moderate Low demand Total

demand

High price 6 29 15 50

Moderate price 34 9 7 50

Low price 13 28 9 50

Total 53 66 31 150

Source: Primary data

TABLE NO 4.26

ANOVA TABLE

Source of Sum of Degree of Mean square Variance

variation squares freedom ratio of F

Between
samples 208.67 2 104.335
1.139
Within the
sample 713.33 6 118.888

Total 922 8

49
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.

H0 - There is no significant difference between variances of demand on

various price levels.

50
 CHAPTER V

FINDING, SUGGESTION AND CONCLUSSION

51
 CHAPTER V

FINDING, SUGGESTION AND CONCLUSSION

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.

➢ 56 % of the male respondents and 44 % of female respondents are aware about

branded products.
➢ The study shows that the whole respondents (100%) in the study can be bother
about branded products.
➢ From the study 68% of people are using branded only and balance 32% using
both.
➢ From this study the reason for selecting branded products 88 % of youth people
says that quality, 10 % of youth says attractiveness and 2 % says other factors.
➢ The study shows that 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.
➢ From this study it is clear that 72 % of youth says that social media help to aware
about the branded products, 6 % of youth says that television, 2% of youth says that
news paper and balance 20 % of youth says that other ways.
➢ In the study majority of respondents (78%) taking purchase decision independently.
➢ The study is clear that brand loyalty of respondents 34% of cloths, 14% of footwear,
6 % of accessories, 2% of others and 44 % of all.
➢ In the study most of the respondents (92%) says using particular brand gives them
a sense of satisfaction.
➢ In the study majority of respondents(76%) says that advertisements influence on
brand loyalty of respondents.
➢ From this study it is clear that the availability of branded products in local market
of respondents 26 % says YES and 74 % says NO.

52
➢ 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.

53
5.2 SUGGESTIONS

Suggestions are done on the basis of finding and analysis of data collected
through questionnaire:-

➢ In order to promote sale in highly competitive auto market provide attractive

schemes such as cash discount, complementory gift, lucky draws, etc.
➢ Advertising plays a very important role in increasing the awareness and in
reminding the customer about the products and services offered by many of the
branded products. Hence adverrtisement about the firm and its products and
services must be aired on local T.V. channels as well as in news paper, magazines
and social medias.
➢ For promoting sale of branded products in rural areas conduct its ex-hibision in
regular intervals.
➢ Customers satisfaction is the ultimate results of any company. So pre-checks and
post-checks should conducted properly.
➢ In our world the customers attitudes towards branded products are different. So
collect their feedback for improving the features of products so as to attract more
customers.

54
5.3 CONCLUSION

Accomplishing this project on brand awareness among the youth was an

excellent and knowledge gaining experience for me. Despite small sample size for
questionnaire this project helped me to know the view of customer and common people
towards the brand awareness of so many products.

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.

55