3 Chapters - Brand Awareness & Perception (Maharaja Soap Industry) 2020

Brand Awareness and Perception towards Maharaja Soap Industry, Davanagere
Chapter – 1
Industry Profile
Introduction
Soap is the traditional washing compound made from oil fats and caustic alkali. One
can say a detergent is the one that cleans any surface. Synthetic detergent is quite
different from other kinds of detergent. More foam is produced with such kind of
detergents, moreover, there is less tension created on the dirty surface yet
emulsification takes places and the detergent niters the surface much faster. This is the
reason why the cleaning process is fast. Soap is surfactant used in conjunction with
water for washing and cleaning that historically comes in solid bars but also in the
form of a thick liquid, especially from soap dispensers in public washrooms. Soap are
useful for cleaning because soap molecules Handmade soap differs from industrial
soap in that, usually, an excess of fat is used to consume the alkali (super fatting), and
in that the glycerin is not removed. Soap is an item of daily necessity as cleaning
agent. It is mass consumer item in both rural and urban areas. Soap may be divided
into toilet soap and washing soap. In the toilet soap market. New product innovations
such as liquid soap, soap free synthetic detergents and no-wash soap have taken an
increasing share of the market from traditional soap bars. While there are large
companies manufacturing soap including toilet and washing soap, it is an ideal
product to manufacture in SSI sector.
History of the Detergents Industry:
Although start of the synthetic detergent industry is not shrouded in the veils of
history as were the beginning of the soap industry, it is nevertheless not easy to
pinpoint not easy to pinpoint exactly when the detergent industry, as such, came into
being. The primary problem is to decide exactly what is being referred to as a
synthetic detergent. The term itself leads to confusion. In the USA the words
Surfactant or syndicate are being used, whilst in Europe the term ‘tenside’ (for
tension- material) is coming into fashion.
Dept. of Management Studies, PESITM & RC, Shivamogga Page 1

Each of this basic material has its advantages and disadvantage, but in considering the
feasibility of production the following factor must be taken into account.
 Availability of raw materials

 Ease of manufacture
 Cost of raw material
 Cost of manufacture
 Suitability of finished product
This PT benzene very quickly displaced all other basic detergents and for the period
1950-65 considerably more than half the detergents used throughout the world were
based on this.
Soaps and Detergents are cleaning products that have become an essential commodity
in our daily lives. Cleaning products play an essential role in our daily lives. By safely
and effectively removing soils, germs and other contaminants, they help us to stay
healthy, care for our homes and possessions, and make our surroundings more lively
and pleasant.
Proper public understanding of the safety and benefits of cleaning products is crucial
for their effective usage. To get maximum benefit from the cleaning products, it is
necessary to use the right product, which is intended for your specific requirement,
and to use it in the quantity and as per directed.
Types
Depending on their cleaning action and usage, soaps and detergents can be broadly
categorized into four main types, including -
 Personal Cleaning products - Personal cleaning products are cleaning agents

that are used to wash and clean our hands, face, body and hair. These products
may include toilet soaps, liquid cleansers, face wash, shampoos and
conditioners. Personal cleaning products help us remain clean and healthy by
removing dirt, oil, and environmental pollutants from our body. Personal
cleaning products can be categorized into two main types -

o Skin Cleaning products
o Hair Cleaning products
 Laundry Cleaning products - Laundry cleaning products are detergents and

surface active agents, that are manufactured to wash and clean our laundry
items. These products come in various forms, such as detergent cakes,
powders and liquids and are formulated to meet different requirements of
laundry cleaning, such as stain and soil removal, bleaching, fabric softening
and conditioning and disinfectant requirements under the varying temperature,
water, and usage conditions. Laundry Cleaning products can be categorized
into five main types -
o Detergent Powder
o Detergent Cake
o Fabric Softener
o Laundry Liquid
o Stain & Odor Eliminator
 Household Cleaning products - Household Cleaning products are cleaners

that we use in our homes to wash and clean different household products, such
as furniture, glass, plastic items and different types of surfaces. These products
help us keep fit and healthy be killing and removing harmful bacteria and
germs from our homes and workplaces. Household Cleaning products can be
categorized into four main classes -
o Floor Cleaners
o Glass Cleaners
o Toilet Bowl Cleaners
o Wood Cleaners

 Dishwashing products - Dishwashing products are cleaning agents that are

formulated to wash and clean dishes and other kitchen utensils. These products
are available for hand wash as well as machine wash and are made for
different water, temperature and usage conditions. Dishwashing products can
be categorized into four main types -
o Dishwasher Liquid
o Dishwasher Powder
o Dishwasher Gel
o Dishwasher Tablets
The Indian Soap And Detergent Industry Scenario
The Indian soap industry has long been dominated by handful of companies, 1662AD.
The first patent for making soap was taken in London.
The word
 Hindustan levers limited

 Tata oil mills
 Godrej soaps (p) ltd
The Indian soap industry continued to flourish very well unit 1967 to 1968, but
stagnant and soon it started to recover and experienced a short upswing in 1974. This
increase in demand can be attributed due to increase in urbanization.
Present Status
Market Scenario
Ø Growth of population
Ø Income and consumption increases
India is the ideal market for cleaning products. The company’s consumption of
detergent powders and bar stands at 1.6kg and soaps at 534gms. Hindustan liver,
which towers over the cleaning business, cells all over the cleaning business but the
tiniest of Indian settlements.

The 7.4 lakhs ton per annum soap market India in crawling along at 4%. The hope lies
in raising rupee worth, the potential for which as high because the Indian soap market
is pseudo in nature and it amazingly complex being segmented not only on the basis
benefits, but even a range of emotions within that outlining framework.
Market potential
The soap market is divided into true soap and non-soapy detergent. The for soap
product largely mature in developed markets and display stagnant growth potential in
developing countries is huge. The demand for laundry washing in north-eastern region
is estimated at 6825 tons per year.
Future Outlook
Factors such as demographics, environment, globalization, and economy continue to

shape the soaps and detergent industry. The effect of demographic factors can be seen
in different sectors of industry. As the population of a nation grows old, the demand
for cosmetic products with softer colors, milder formulations, and the treatments for
aging skin increases. New cosmetic products are being produced to satisfy demand for
these products. As the consumers become better educated and informed, there is a fast
growing market for scientifically based soap and detergent products, which at the
same time medicate and beautify. For example, the market for sunscreen products,
using science to formulate new products, now has annual sales exceeding $500
million.
Environmental Regulations
Environmental regulations for personal care and laundry cleaning products require
more and more money for testing and production. More consumers are asking for
environment friendly products. There is growing demand for raw materials, which
contain no animal by products and for products, which are not tested on animals.
Many soaps and detergent manufacturers are now rethinking their whole production
lines to respond to the concerns of consumers. Efforts are there to establish industry
guidelines for environmental claims and labeling are under way, and advertising and
labeling are already changing to meet the new requirements.

The soap and detergent industry is becoming more global and integration through
mergers and divestitures has paced the move toward globalization. Corporate
investment strategy, advertising, and R&D are changing from a stress on local
markets to international markets.
The slow economy has influenced the industry in various ways. During a recession
consumer's look to buy products that offer multifunctional benefits, like shampoos,
which can clean, condition, and add shine at the same time. The luxury and designer
segment of industry was most affected by the sluggish economy. Prestige products are
generally sold in department stores and many of them have seen their market share
declining.
Mergers & Acquisitions / Globalization
Due to the saturation of traditional markets and in order to tackle the slow growth in
domestic markets, organizations now days, are creating sophisticated infrastructures
and rationalizing their production so as to make the production process centralized in
fewer but larger plants. This has contributed to standardization of the soap and
detergent ingredients across the globe. Manufacturers are striving to adopt basic
formulations for all consumers all across the world, which can be varied by the
addition of some ingredients to satisfy the trends in local markets.
Another major consequence of M&A trend is the rationalization of brands in order to
realize cost cuts in marketing and branding. Another trend, which is a result of
M&A's is the standardization of production process.

Company Profile
Introduction:
Maharaj Industry’s manufacturing Detergent soaps, washing powder, crystal salt,

table salt and other products under the brand name of Shashi & Savaal, because of its
good quality as products made out of good raw materials to keep up consistent
quality. Our qualified team of sales executives work in close co-ordination with our
clients, to understand their specific requirements and deliver products in exact
accordance, we have a strong foothold in Karnataka as well as South India, due to our
commitment to quality and our excellent service.
Today the firm has grown to such an extent that nearly 150 workers including women
are working in industry. They the labors, which belonging to economically weaker
sections of the society like widows poorer and women. They have given more
importance women category. They have also appointed male categories for hard work
areas and marketing areas. Till today they not faced any type of labour problem
because the labors are working as family members. They are manufacturing their
products in the brand name of Shashi & Savaal. They are manufacturing their best
products of least cost comparing the other products available in the market.
Mr. Raviraja M.E. Established Maharaj Industries in the year 2000, to manufacture
detergent cake and detergent powder in the Brand Name of Shashi & Savaal, with
high standard quality at economical Price. Because of our superior quality, today
Shashi Detergent Cake is well known product in Karnataka and also in some other
states.
Background & Inception of The Company
Maharaj Industries is one of the famous company producing detergent cakes, powder
& scouring powder etc… in south India. Maharaja industry is the most Respected
Company in India by producing quality products. Smt. Shashikala Elangovan Ravi
started manufacturing detergents powder at home in 1990 to spend the free in a useful
manner. She has studied up to 10th standard. Since from childhood, she has been

dreaming to industrialist. She was encouraged by her husband & friends to start a
small scale industry in manufacturing of detergent cakes, powder & scouring powder.
Sri Elangovan Ravi, who was working in a detergent company, had a good experience
in his job. He resigned his job & joined his wife to support in her work. Initially.She
has commenced the business die investment around one lakh rupees with the help of 8
to 10 labors. Maharaj industry was registered under the partnership act with two
partners, being Smt. Shashikala Elangovan Ravi who is entitled for 60% share in the
firm & Sri Elangovan Ravi who has entitled for 40% of share in the firm. However,
Sri Elangovan Ravi is the partner of the Maharaja industries.
Growth of Maharaj Industry:
Initially the firm started manufacturing the products with the help of 8 to 10 labors.
But today, the firm has grown to such an extent that nearly 300 workers including
1400 women are working in industry. They, the labors, which belonging to
economically weaker sections of the society like widows poorer and women. They
have given more importance women category. They have also appointed male
categories for hard work areas and marketing areas. Till today they not faced any type
of labor problem because the labors are working as family members. They are
manufacturing their products in the brand name of “SHASHI, KAVYA, INDRA, and
SKANDA and SAVAAL”. They are manufacturing their best products of least cost
comparing the other products available in the markets. Now a day, their products have
capture the whole are of Karnataka and some part of other states like, Kerala Andhra
Pradesh and Maharashtra.
Vision, Mission and Company Values
Vision
 To be the first choice soaps for customers

 To be the preferred employer for staff in the detergent industry
 To be the number one detergent for creating shareholder value
Mission

As a responsible, customer focused market leader, we will strive to understand the

detergent needs of the consumers and translate into affordable products that deliver
value for money.
 Steps taken to achieve the mission

 Education for all: To secure them a brighter future
 Sustainable livelihood: Through training and education for skill development
 Health care and hygienic living conditions
 Family welfare
 Restoring self esteem of the physically handicapped
 Empowerment of women
 Community development, Holistic development of the community including
infrastructure.
Product Profile
Shashi detergent cake is the flagship brand of the Maharaj industries situated in
davangere. Maharaj industries specialized in manufacturing detergent cakes, soaps
and dish wash powder. The company is one of the major detergent manufacturing
industry owned by a single individual and running independently.
PRODUCTS
 Shashi detergent cake

 Shashi detergent powder
 Shashi agarabhatti
 Shashi match boxes
 Shashi crystal salt
 Shashi table salt
DETERGENT:
This division manufacturing high quality detergent cake and detergent powder. Under
the brand name of Shashi and Savaal.
SHASHI DETERGENT CAKE

Shashi detergent cake is available in pink And blue colour with 150gms and 250gms
Pack size, posses the perfect information for the washing requirements and also
Detergents optical whiter and anti-graying Ingredient enhance the brightness of cloth.
SHASHI DETERGENT WASHING POWDER
Exploding the myth that “Better quality always demands higher price” Shashi
introduced a spray dried blue coloured washing powder in the premium segment
available in 250g, 500g, and 1000g packets, these products out classed its competitor
brands, this brand within a short span of time had reached its goal.
CRYSTAL SALT AND TABLE SALT
These units deals in good quality with affordable price.
AGARABHATTI, MATCH BOX
These products strictly competence to international products.
SAVAAL DETERGENT CAKE
Concerned substantial market share in the premium detergent segment and continues
to perform well. Savaal detergent cake available both in white and blue colour.
150gms and 250gms pack size possesses perfect formulation for the washing
requirements, and detergent are optical whiter and anti graying ingredients enhance
the brightness of the cloth.
SAVAAL DETERGENT WASHING POWDER
To enter the need of the specific target audience, Savaal launched a good quality
product at an affordable price. This objective is to convert the non-users of detergents
into users and prevent the manufacturers to lure away competitors and local
manufacturers to lure away the prospective. Savaal consumers by sub-standard
products. It is available in pack sizes of 500mg and 1000mg .
SHASHI AND SAVAAL SCOURING PRODUCTS
Scouring bar is potential emerging market in India. By offering Shashi and Savaal
dish wash bar, Shashi tried to tap this huge market. It is also a one type of value
product to the brand loyal consumers, carting their distinct needs. This product, like
other available in 300gm packs size. It is being offered in 200gm and 400gm size.

Inspired by the success of the bar, Shashi bar and dish wash powder was also,
subsequently soft launched, in 1000gm pack size.
SHASHI AND SAVAAL IODISED SALT
Iodised salt is a quality product with a guarantee of being the best in the quality
parameters, free flow nature, whiteness and the size of the granules, in 1kg pack.
SHASHI SOAP NUT POWDER
It is one of the most trust worthy and reliable brand nut powder removes dandruff and
gives great look to black hair.
LIST OF RAW MATERIALS
 Soda ash light

 Acid
 Sodium silicate
 Soap stone powder
 Dolomite powder
 Perfume
 Sodium sulphate
 Colour
 Liquid detergent etc.
Nature of Business:
Manufactures/Supplying of detergent cakes and powder, like shashi soap, shashi

premium powder, savaal detergent powder, shashi sachet powder, and savaal
detergent sachet.
Product Profile:
Shashi detergent cake is the flagship brand of the ‘Maharaja industries’, situated in
Davangere. A Maharaj industry is specialized in manufacturing detergent cake, soap
and dish wash powder. The company is one of the major detergent manufacturing
industries owned by a single individual in Karnataka and is running independently.

Area of Operation:
Maharaj industry is located in Davangere, Karnataka state. The plant is located in

outside Davangere i.e. at the industrial area in the Lokikere road. The address of the
firm is.
Maharaja Industries
No.205/A, KIADB, Industrial Area, Lokikere road, Davangere- 577005.
Ownership Pattern:
Maharaj Industries was registered under the partnership act with two partners, being
Smt. Shashikala Elangovan Ravi who is entitled for 60% share in the firm and Sri
Elangovan Ravi who has entitled for 40% of share in the firm. However, Sri
Elangovan Ravi is the partner of the Maharaj Industries.
Competitors Information:
 Nirma
 Wheel
 Sundari
 Henko
 Surf-excel
 Rin
Infrastructural Facilities:
 Canteen facility
 Vehicle facility
 Waiting room

Achievements/Award:
During the year of 2002, the Davangere district women industrialist association has
selected Smt. Shashikala Elangovan Ravi has a “BEST WOMAN
ENTREPRENEUR”. The Lakshmi Vilas bank, the Davangere co-operative urban
bank, the lions club and Mahilasamaja have honored her getting the award.
For quality maintenance and for invention of new formulas, there is a separate
laboratory. They are always checking the quality of the finished product. Till this
industry as given the more importance to the new method of technology, this should
not minimize the labors.
Strengths:
 The factory is located in the heart of the city & has all infrastructure facilities,
 It is fully owned by Govt. of Karnataka so in times of financial crisis it can
easily get the financial support from government.
 A very little competition for its major products sandal soap.
 An ISO 9002 certified company has its own brand image.
 An ISO 14001 company, which commits to reserve the natural environment in
the production of its quality products to the satisfaction of its customers.
 Diversified product range keeps the company stable.
 Abundant availability of raw materials at present
Weaknesses:
 Excessive labor force has increased the operating cost.

 Low turnover .
 Company is having Defective marketing strategy .
 The technology used for production is old and needs up gradation.
 R&D is not effective in reducing the cost of production.
 The large proportion of the target area is upper middle class and upper class
people, it has very few offers to lower middle class.

 Unskilled labor force is hampering the growth.
Opportunities:
 Company can try and increase the number of product range in the
same product Line.
 The toilet soap and the detergents market are an ever expanding industry and a
major company like KS& DL with its manufacturing expertise can grab the
market if it reaches peak manufacturing capacity.
 The company has a great opportunity to expand its market share by increasing
exports.
 At present it has Good raw material sources to enhance production.
Threats
 As company depends on forests for its main raw materials make the company
to find chemical alternatives to sandalwood
 Government interference may reduce growth potential.
Future Growth And Prospectus:
Within the short period they will start the manufacturing of shampoo, talcum powder,
toilet soaps with herbal based, they will try to improve their business to complete in
the foreign market also. Introduction of new higher power point detergent powder for
institutional sales in bulk packaging & attaining the market leadership. Introducing
new trade schemes to increase sales. Aggressive advertisement and publicity as a part
of sales promotion.

Chapter – 2
Conceptual Frame Work and Review of Literature
Theoretical Background
Brand Awareness
Brand awareness is the degree to which consumers in the marketplace are familiar
with particular brands. Small businesses can find their products at a disadvantage
compared with larger competitors' alternatives, which can be backed by millions of
dollars in advertising. Brand awareness has a number of distinct effects on consumers'
perception of different brands, and working to build brand awareness is crucial for
small business success.
Brand awareness is the probability that consumers are familiar about the life and
availability of the product. It is the degree to which consumers precisely associate the
brand with the specific product. It is measured as ratio of niche market that has former
knowledge of brand. Brand awareness includes both brand recognition as well as
brand recall
According to (Aaker, 1991) Brand awareness is the capacity of consumers to
recognize or remember a brand, and there is a linkage between the brand and the
product class, but the link does not have to be strong. Brand awareness is a process
from where the brand is just known to a level when the consumers have put the brand
on a higher rank; the brand has become the “top of mind”.
Types of brand awareness
1. Aided awareness- This means that on mentioning the product category, the
customers recognize your brand from the lists of brands shown.
2. Top of mind awareness (Immediate brand recall)- This means that on
mentioning the product category, the first brand that customer recalls from his
mind is your brand.

Brand Perception
Brand perceptions are shaped by the sum of all experiences customers have with your
brand. In short, people buy when they believe in the value of what they are getting
and their focus is drawn away, through critical factors like perceived quality, from the
plethora of options available in the market to the one or two products that ‘feel like
them’.
Brand owners may feel they understand exactly what their brand represents. However,
this image may be more reflective of their aspirations for the brand, rather than the
reality of public opinion. Brand perception is owned by consumers, not brands.
Regardless of your message, whatever people are thinking and saying about your
brand, that is your brand. Surveys and focus groups can form an important part of any
strategy in measuring and improving brand perception. One of the easiest ways to
research what people are saying about your brand is to use social listening to find
relevant brand mentions within the billions of unedited online conversations.
Types of brand perception
To be little more precise brand perception meaning can be elucidated like this that it is
the sum total of all kinds experience that a consumer may have faced while using your
brand. Like your products and services is user friendly, of the highest quality and
extremely reliable. Right now we talked about functional aspect, but there is another
level of perception to this, which is the emotional facet. It could be described like this
– “I feel good to use this brand” or “Hey, using this brand makes my day!” So brand
perception can be illustrated in many ways.
Factors that develop this perception
Well there are many factors as this purely based on the emotional understanding of a
consumer. Nonetheless a few things like the below mentioned points can definitely
influence a consumer’s thinking:
 A word of mouth from relatives or acquaintances can add to brand perception
definition.
 Proper ways of promoting the product.
 With the advent of internet positive reviews mean a lot.

 No denying the fact that previous associations with the brand also play a vital
role.
 Another significant verity would be experience as that of a walk in customer
which may include behavior of the staff and ambience of the facility.
All these bearings very clearly can make a difference to the perception of your brand
by a consumer. This means that these factors should be kept in mind and serious
minded entrepreneurs are requested to start their branding keeping all of these in
mind. This will be of great help in the long run and you will know about it sooner or
later.

Review of Literature
1. Emma Macdonald (2003), in his article "Management Perceptions of the
Importance of Brand Awareness as an Indication of Advertising Effectiveness"
stated that The above two roles of brand awareness should be well known to
marketing managers. The role of brand awareness in decision theory is
probably less well known. Brand awareness and the consideration set Brand
awareness has been hypothesized to play a crucial role in determining the
consideration set: the small set of brands which a consumer gives serious
attention when making a purchase.
2. Kevin Lane Keller & Donald R. Lehmann (2016) in their study “Brands
and Branding: Research Findings and Future Priorities” stated that Driven in
part by this intense industry interest, academic researchers have explored a
number of different brand-related topics in recent years, generating scores of
papers, articles, research reports, and books. This paper identifies some of the
influential work in the branding area, highlighting what has been learned from
an academic perspective on important topics such as brand positioning, brand
integration, brand-equity measurement, brand growth, and brand management.
3. Hui-Chu Chen (2008), in his article " Brand equity, marketing strategy, and
consumer income: A hypermarket study " stated that Brand value, or equity is
influenced by the consumers’ perceptions of the brand and their ability and
willingness to purchase. Marketing and brand managers have the control to
develop marketing strategies to position the brand and to increase brand
equity. On the other hand, consumers must have enough disposable income to
buy the brand, regardless of the strategy. Moreover, these consumers have
differences in their ability (income) to purchase that influence their brand
decisions, and the brand value.
4. Ovidiu Ioan Moisescu (2009), in his article " The Importance of Brand
Awareness in Consumers’ Buying Decision and Perceived Risk Assessment "
stated that Brand awareness is the first and prerequisite dimension of the entire
brand knowledge system in consumers’ minds, reflecting their ability to

identify the brand under different conditions: the likelihood that a brand name
will come to mind and the ease with which it does so.
5. Muhammad Imtiaz (2011), in his article "A Study on the Association
between Brand Awareness and Consumer/Brand Loyalty for the Packaged
Milk Industry in Pakistan" stated that Brand awareness remains fundamental
to consumer life as the interaction initiation point to the brands. This paper put
forwards the relationship of brand awareness on consumer/brand loyalty in the
packaged milk brands in the urban Pakistan. There is evidence of brand
awareness and consumer/brand loyalty on brand equity. The approach takes
into account sources of brand equity-brand awareness, consumer/brand loyalty
and image (perceptions / associations) on the sample of consumer households.
6. Juntunen, M (2011), in his article "Corporate brand equity and loyalty in
B2B markets. A study among logistics service purchasers " stated that Product
brand equity has become one of the most discussed concepts among marketing
scholars. It is suggested that brand equity impacts on customers‟ loyalty
intentions. This paper widens the traditional brand equity discussions into
corporate level, namely into corporate brand equity, and examines whether
corporate brand equity results in customer loyalty in B2B services context. A
tentative model was created and tested by using empirical survey data
collected from Finnish industrial logistics service purchasers.
7. Chieng Fayrene Y.L. (2011), in his article "Customer-Based Brand Equity: A
Literature Review " stated that Brand equity is a concept born in 1980 s. It
has aroused intense interest among business strategists from a wide variety of
industries as brand equity is closely related with brand loyalty and brand
extensions. Besides, successful brands provide competitive advantages that are
critical to the success of companies. However, there is no common viewpoint
emerged on the content and measurement of brand equity.
8. Maciej Koniewski (2012), in his article "Brand Awareness and Customer
Loyalty " stated that Brand awareness is the lowest level of brand recall. This
is where the brand recall continuum begins, extending from simple brand

recognition to having complex cognitive structures constructed on the basis of

detailed information concerning the brand. The set of associations and facts
about a brand is the direct result of a company’s marketing activity, but also of
other factors beyond the company’s direct control, e.g. recommendations by
other product users.
9. Sally Samih Baalbaki (2012), in his article " Consumer Perception Of Brand
Equity Measurement: A New Scale." stated that Brand equity is, if not the
most, one of the most important marketing concepts for both academia and
practice. Academics want to understand how brand equity is measured and
what it means for a company, while practitioners want to understand how to
influence consumer.
10. Debabrata Das (2012), in his article " A Conceptual Framework to Measure
Brand Equity in Indian Banking & Financial Services Firms " stated that
Brand equity in prevalent competitive scenario & Indian banking and financial
services firms are no exceptions. Research on services marketing indicates that
customer satisfaction has a positive direct effect on brand equity and that is
why the customer based brand equity concept has become most popular
among all the brand equity measures, because this concept acknowledges that
the power of a brand resides in the minds of the customers.
11. Kevin Lane Keller (2013), in his article " Conceptualizing, Measuring, and
Managing Customer-Based Brand Equity" . stated that A brand is said to have
positive (negative) customer-based brand equity when consumers react more
(less) favorably to an element of the marketing mix for the brand than they do
to the same marketing mix element when it is attributed to a fictitiously named
or unnamed version of the product or service. Brand knowledge is
conceptualized according to an associative network memory model in terms of
two components, brand awareness and brand image (i.e., a set of brand
associations).
12. John R. Rossiter (2014), in his article " Branding' explained: defining and
measuring brand awareness and brand attitude " stated that brand awareness

and then brand attitude. In the present article he expands this model from two
to now three types of brand awareness (brand recognition, category-cued
brand-name recall, and brand recall-boosted recognition) and from three to
now five levels of brand attitude (reject, unaware, acceptable if on special, one
of my several preferred brands,and my single preferred brand). Also, he shows
how to most efficiently measure these two necessary components of branding.
13. Muhammad Asif (2015), in his article "Impact of Brand Awareness and
Loyalty on Brand Equity" stated that Brand awareness represents a condition
in which the consumer is familiar with the brand and recalls some favorable,
strong, and unique brand associations. This definition focuses on the
individual consumers and the consumer’s reactions to marketing of a
particular product. In addition, (Keller, 1993) describes what consumers know
about brands and what suck knowledge implies for marketing strategy.
(Keller, 1993) conceptualized brand equity by using an associative memory
model focused on brand knowledge and involving two components, brands
awareness and brand image, described as a set of brand association.
14. Abdullah Awad Alhaddad (2015) in his article " The Effect of Advertising
Awareness on Brand Equity in Social Media " stated that brands and
consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know,
how to manage communicate in social media seeking to build brand equity by
building the brand awareness and positive image for brand. The essence of this
study is to research how a company can seize the moment of using social
media networks to create brand equity and also explore its challenges to draw
the attention of those companies venturing into social media networks to
increase brand awareness and brand image.
15. Leila Andervazh (2015), in his article "The Effects of Brand Perceived
quality and awareness on Brand loyalty (Case Study: Carbonated drinks)"
stated that brand is one of the important variables which effects on behavior of
customer’s. According to viewpoints of customer’s, brand is investigated an

important section of product. Brand is section of emotional and operational

specifications that attributes customer to services and substances and is a
supporter in decision making and purchase process
16. Asaad Ali Karam (2015), in his article " An Analysis Study of Improving
Brand Awareness and Its Impact on Consumer Behavior Via Media in North
Cyprus (A Case Study of Fast Food Restaurants) " stated that The brand
awareness has turned into an important variable that impacts customer's
perceptions of a brand. Achievement in brand management arises from
understanding and overseeing brand image and loyalty correctly to create
strong characteristics that will impact consumers when making on their
decisions. This thesis concentrates on the importance of these dimensions
(brand awareness, brand loyalty, brand image and consumer behavior) of
customer built brand equity in light of consumer's perceptions of a brand.
17. Tina Vukasović (2016) , in his article " A Conceptual Framework For
Understanding Consumer – Based Brand Equity" stated that brand equity as
being a key business strategic asset of a company. Keller and Lehmann (2006)
have argued that a brand represents its influence at three primary market levels
– customer, product and financial – and that the value accrued by these
markets can be called brand equity. The brand equity concept has been
discussed to a great extent in marketing literature and many researchers have
offered different approaches to the conceptualization and definition of brand
equity.
18. ANTILA (2016), in his article " Brand awareness research Case: Travel
Bird " stated that The first one is online tourism intermediaries delimited to
online travel agencies and tour operators. The second one consists of brand,
brand awareness and the affect of brand awareness on consumers buying
behavior. The empirical framework consists of quantitative research made for
current and potential customers of Travel Bird.
19. Naufal Iza Aberdeen(2016), in his article "The Effect of Brand Awareness
and Image on Consumer Perceived Quality and Purchase Intension –A Study

Case of Carbonated Drink Brand at Bogor City" stated that A brand is a

name, term, sign, symbol, or the design, or a combination from all of them that
aims to identify goods and services from a group of sellers and distinguish
their products from the competitors .Consumer perception can be built by
understanding consumer behavior towards a brand. The more a brand is
considered prestigious by consumer, the higher brand equity is. The strength
of a brand will attract consumer to consume certain products.
20. Ezgi ERKMEN (2018), in his article " Employee Based Brand Equity:
Building Brand Value for Employees through Internal Branding " stated that
brand equity in service industry. A conceptual model, which incorporates the
internal branding mechanisms, namely the human resources, leadership, and
internal communication, is proposed to understand their effect on employee
based brand equity. A quantitative research methodology, using structural
equation modeling, was adopted to understand the role of internal branding in
creating brand equity for employees.

Chapter – 3
Research Design
Statement of the problem
Brand Awareness & perception refers how a Maharaj Soaps Industry (P) Ltd,
Davanagere can market its products through MLM (Multi Level Marketing) as well as
what makes people to be fond of Maharaj Soaps Industry (P) Ltd, Davanagere. It
shows whether a person is favorable or unfavorable to the particular brands of
products in this case of Maharaj Soaps Industry (P) Ltd, Davanagere. This attitude
will change from man to man, and from time to time, the people have different
attitudes. How the people behave while purchasing Maharaj Soaps Industry (P) Ltd,
Davanagere, how they create awareness through direct selling? What are the factors
they will consider, what factors influence a buying decision? There are some
questions concerned under the consumer questionnaire survey. It is also the part of
research
This study will help us to understand the brand awareness and what problems are
being faced by the consumers, to which appropriate measures to be taken to solve the
problems. This project has mainly been taken up to understand the brand awareness,
buying motives to ensure the “Brand awareness towards Maharaj Soaps Industry
Products” apart from this, it is to understand the new opportunities in the market for
the improvement of brand awareness and sales towards the products.
Needs for the study
 To understand the concept of Brand Awareness and Perception

 Brand Awareness & perception” has a great role to play in the purchase
decision, therefore it is necessary for every marketing manager to try and
understand the “Brand Awareness”. This could be helpful to the manufacturer
to understand the likes & dislikes of the consumer

Objectives of the research:

 To Study the brand awareness of customer regarding the Soaps and
Detergents which are available in Maharaj Soaps Industry (P) Ltd,
Davanagere
 To study the attitude of customers about the branded Soaps
 To know the factors that are influencing to select the branded Soaps
 To study the product quality that are providing in the branded Soaps which
motivates to buy the customers
 To judge the awareness level of the prospect customer.
 To know the various sources through which customer are aware of To
judge the awareness level of the prospect customer.
 To see whether brand awareness influences the buying behavior or not.
 To see whether brand awareness influences the buying behavior or not.
Scope of the study
The scope of the study is also restricts itself to Davanagere region only. This study
focuses on Branded Awareness and Brand Perception of Consumer towards Maharaj
Soaps Industry (P) Ltd, Davanagere. The present scope of the study extends to cover
only the respondents of Davanagere city. The study attempts to identify the reach of
Shashi Soap Products which would help the company in formulating suitable
strategies. The study also identifies the attitudes and preference of the consumers. The
study also focused on consultants through which the product reaches the consumers.
Research Methodology Adopted
The research design is probability research design and is descriptive research.

Sources Of Data Collection
Primary Data
Primary data has been used by me in the form of Questionnaire & Observation, which
are the two basic methods of collecting primary data, which suffices all research
objectives.
Secondary data
Secondary data sources like catalogue of the company, product range book of the
company, various internet sites and Literature Reviews have been used.
Sampling Design
The research was designed to achieve the above mentioned objectives and the
following tools were used to collect the required data.
Sampling method
A sample is considered during a research when the size of the population is very large
and a set is chosen to represent the whole population, this set is called a sample is a
representative of the population under study.
There are two methods of sampling i.e., probability and non probability sampling. To
carry out this project I have used non probability sampling method.
Sampling frame
The sample frame represents the groups of respondents that were contacted during the
survey it also represents the profession of the respondents that were connected for
data.
Sampling technique
To carry out this project Convenience technique will be used
Sample Size
The total sample size for the data collection for the research is 100 respondents.
Tools for data collection:
Structured Questionnaires were the tools for data collection. The Questionnaire was
neatly designed and constructed for the purpose in line with the objective of the study.

Limitations Of The Study
 The study is limited Shashi Soap (Maharaj Soaps Industry), Davanagere
 The study will constrains only to Shivamogga city. A more intensive study
would be necessary to arrive at exact conclusion.
 This project report survey is restricted to Shashi Soap (Maharaj Soaps

Industry) Customers only
 The size of the sampling was not big enough to arrive at strong conclusion.
Chapter Scheme
First Chapter deals with Industry Profile and Company Profile, Promoters, Vision,
Mission & Quality Policy, Products/ service profile, Area of the operation,
Infrastructure facilities, Competitors Information, SWOT Analysis, Future Growth
and Prospects and Financial Statement
Second Chapter deals with Theoretical Background of the study, Literature Review
with Research Gap
Third chapter deals with Statement of the problem, Need for the study, Objectives of
the study, Scope of the study, Research Methodology, Hypotheses, Limitations,
Chapter Scheme
Fourth chapter deals with Analysis and interpretation of the data collected with
relevant tables and graphs.
Fifth chapter deals with Summary of Findings, Conclusion and Suggestions /
Recommendation

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Brand Awareness and Perception towards Maharaja Soap Industry, Davanagere

History of the Detergents Industry:

Dept. of Management Studies, PESITM & RC, Shivamogga Page 1

 Availability of raw materials

 Personal Cleaning products - Personal cleaning products are cleaning agents

Dept. of Management Studies, PESITM & RC, Shivamogga Page 2

o Skin Cleaning products

o Hair Cleaning products

 Laundry Cleaning products - Laundry cleaning products are detergents and

o Stain & Odor Eliminator

 Household Cleaning products - Household Cleaning products are cleaners

o Toilet Bowl Cleaners

Dept. of Management Studies, PESITM & RC, Shivamogga Page 3

 Dishwashing products - Dishwashing products are cleaning agents that are

The Indian Soap And Detergent Industry Scenario

 Hindustan levers limited

Dept. of Management Studies, PESITM & RC, Shivamogga Page 4

Factors such as demographics, environment, globalization, and economy continue to

Dept. of Management Studies, PESITM & RC, Shivamogga Page 5

Dept. of Management Studies, PESITM & RC, Shivamogga Page 6

Maharaj Industry’s manufacturing Detergent soaps, washing powder, crystal salt,

Background & Inception of The Company

Dept. of Management Studies, PESITM & RC, Shivamogga Page 7

Growth of Maharaj Industry:

Vision, Mission and Company Values

 To be the first choice soaps for customers

Dept. of Management Studies, PESITM & RC, Shivamogga Page 8

As a responsible, customer focused market leader, we will strive to understand the

 Steps taken to achieve the mission

 Shashi detergent cake

Dept. of Management Studies, PESITM & RC, Shivamogga Page 9

Dept. of Management Studies, PESITM & RC, Shivamogga Page 10

 Soda ash light

Manufactures/Supplying of detergent cakes and powder, like shashi soap, shashi

Dept. of Management Studies, PESITM & RC, Shivamogga Page 11

Maharaj industry is located in Davangere, Karnataka state. The plant is located in

Dept. of Management Studies, PESITM & RC, Shivamogga Page 12

 Abundant availability of raw materials at present

 Excessive labor force has increased the operating cost.

Dept. of Management Studies, PESITM & RC, Shivamogga Page 13

 Unskilled labor force is hampering the growth.

Future Growth And Prospectus:

Dept. of Management Studies, PESITM & RC, Shivamogga Page 14

Types of brand awareness

Dept. of Management Studies, PESITM & RC, Shivamogga Page 15

Dept. of Management Studies, PESITM & RC, Shivamogga Page 16

Dept. of Management Studies, PESITM & RC, Shivamogga Page 17

Dept. of Management Studies, PESITM & RC, Shivamogga Page 18

Dept. of Management Studies, PESITM & RC, Shivamogga Page 19

recognition to having complex cognitive structures constructed on the basis of

Dept. of Management Studies, PESITM & RC, Shivamogga Page 20

Dept. of Management Studies, PESITM & RC, Shivamogga Page 21

important section of product. Brand is section of emotional and operational

Dept. of Management Studies, PESITM & RC, Shivamogga Page 22

Case of Carbonated Drink Brand at Bogor City" stated that A brand is a

Dept. of Management Studies, PESITM & RC, Shivamogga Page 23

Needs for the study

 To understand the concept of Brand Awareness and Perception

Dept. of Management Studies, PESITM & RC, Shivamogga Page 24

Objectives of the research:

Scope of the study

Research Methodology Adopted

The research design is probability research design and is descriptive research.

Dept. of Management Studies, PESITM & RC, Shivamogga Page 25

3 Chapters - Brand Awareness & Perception (Maharaja Soap Industry) 2020

3 Chapters - Brand Awareness & Perception (Maharaja Soap Industry) 2020