A

PROJECT REPORT

ON

“BRAND AWARENESS OF SHARP ENGINEERS”

Submitted By
Jaydeepsinh Rana
Enrolment No: 147290585041
Semester X
APRIL 2019

A PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE

AWARD
OF THE DEGREE OF
INTEGRATED MASTERS OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF

Faculty Guide
Prof.Tanay Shah

SUBMITTED TO

L.J Institute of Management Studies

5-year Integrated MBA (IMBA) Programme
GTU Affiliated, AICTE Approved

Under
Gujarat Technological University
Ahmedabad

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2
 DECLARATION

This report is based on my project topics on “Brand Awareness of Sharp Engineers”

have been prepared by me under the guidance of Prof Tanay Shah I further declare
that this is my original work, as a part of our academic course.

PLACE SIGNATURE

DATE

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 CERTIFICATE

This is to certify that the Jaydeepsinh Rana has worked and completed her Project
Report for the Semester 10 IMBA Programme, on title “Brand Awareness of Sharp
Engineers” under my Supervision .It is her own work and facts reported by his
personal Findings and Investigation.

Name and Signature of guide Date of Submission

Name and Signature of Professor in charge/Director of the Institute.

Stamp of the Institute with

date.

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 ACKNOWLEDGEMENT
Project Report is an integral part of MBA course. In connection to the Report subject, I
personally feel that it was a great experience and challenge for me. I take this
opportunity to express my sincere gratitude to Dr. Viral Shah, Director, L.J. Integrated
MBA for his valuable guidance, motivation, cooperation with encouraging attitude at all
stages of my work. I express my deep gratitude to Dean of IMBA Prof. Nikita Macquin for
encouraging me to prepare the Report. I express deep and sincere gratitude to Prof Tanay
Shah whose guidance, encouragement and affectionate presence helped me to complete
the Report work.

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 TABLE OF CONTENTS

Chapters Particulars Page No

Company Certificate I

Declaration II

Guide Certificate III

Acknowledgement IV

1 Introduction 7-17
1.1 Introduction to Brand Awareness 8-11
1.2 Introduction to Sharp Engineers 12-17
2 Literature Review 18-25
3 Details about the Study 26-29
3.1 Problem Statement 27
3.2 Objectives 28
3.3 Scope of the Study 29
4 Research Methodology 30-42
5 Data Analysis & Interpretation 43-53
6 Findings 54-57
6.1 Suggestions 56
6.2 Limitations 57
7 Work Experience Report: 58
7.1 Introduction 59
7.2 Process of selection 60
7.3 Monthly report 61-62
7.4 Job Profile 63
7.5 Achievements 64
7.6 Challenges faced 65
7.7 Learnings 66-68
8 Conclusions 69
9 Bibliography 70
10 Annexure 71-73

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 CHAPTER- 1
INTRODUCTION

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 INTRODUCTION TO BRAND AWARENESS

Brand management begins with having a thorough knowledge of the term “brand”. It includes
developing a promise, making that promise and maintaining it. It means defining the brand,
positioning the brand, and delivering the brand. Brand management is nothing but an art of
creating and sustaining the brand. Branding makes customers committed to your business.
A strong brand differentiates your products from the competitors. It gives a quality image to
your business.

Brand management includes managing the tangible and intangible characteristics of brand.
In case of product brands, the tangibles include the product itself, price, packaging, etc.
While in case of service brands, the tangibles include the customers’ experience. The
intangibles include emotional connections with the product / service.

Branding is assembling of various marketing mix medium into a whole so as to give you an
identity. It is nothing but capturing your customers mind with your brand name. It gives an
image of an experienced, huge and reliable business.

It is all about capturing the niche market for your product / service and about creating a
confidence in the current and prospective customers’ minds that you are the unique solution
to their problem.
The aim of branding is to convey brand message vividly, create customer loyalty, persuade
the buyer for the product, and establish an emotional connectivity with the customers.
Branding forms customer perceptions about the product. It should raise customer
expectations about the product. The primary aim of branding is to create differentiation.

Strong brands reduce customers’ perceived monetary, social and safety risks in buying
goods/services. The customers can better imagine the intangible goods with the help of
brand name. Strong brand organizations have a high market share. The brand should be
given good support so that it can sustain itself in long run. It is essential to manage all
brands and build brand equity over a period of time. Here comes importance and usefulness
of brand management. Brand management helps in building a corporate image. A brand
manager has to oversee overall brand performance. A successful brand can only be created
if the brand management system is competent.

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Brands are different from products in a way that brands are “what the consumers buy”, while
products are “what concern/companies make”. Brand is an accumulation of emotional and
functional associations. Brand is a promise that the product will perform as per customer’s
expectations. It shapes customer’s expectations about the product. Brands usually have a
trademark which protects them from use by others. A brand gives particular information
about the organization, good or service, differentiating it from others in marketplace. Brand
carries an assurance about the characteristics that make the product or service unique. A
strong brand is a means of making people aware of what the company represents and what
its offerings are.

To a consumer, brand means and signifies:

 Source of product
 Delegating responsibility to the manufacturer of product
 Lower risk
 Less search cost
 Quality symbol
 Deal or pact with the product manufacturer
 Symbolic device

Brands simplify consumers purchase decision. Over a period of time, consumers discover
the brands which satisfy their need. If the consumers recognize a particular brand and have
knowledge about it, they make quick purchase decision and save lot of time. Also, they save
search costs for product. Consumers remain committed and loyal to a brand as long as they
believe and have an implicit understanding that the brand will continue meeting their
expectations and perform in the desired manner consistently. As long as the consumers get
benefits and satisfaction from consumption of the product, they will more likely continue to
buy that brand. Brands also play a crucial role in signifying certain product features to
consumers.

To a seller, brand means and signifies:

 Basis of competitive advantage

 Way of bestowing products with unique associations
 Way of identification to easy handling
 Way of legal protection of products’ unique traits/features
 Sign of quality to satisfied customer

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  Means of financial returns

A brand, in short, can be defined as a seller’s promise to provide consistently a unique set
of characteristics, advantages, and services to the buyers/consumers. It is a name, term,
sign, symbol or a combination of all these planned to differentiate the goods/services of one
seller or group of sellers from those of competitors.

A brand connects the four crucial elements of an enterprise- customers, employees,

management and shareholders. Brand is nothing but an assortment of memories in
customers mind. Brand represents values, ideas and even personality. It is a set of
functional, emotional and rational associations and benefits which have occupied target
market’s mind. Associations are nothing but the images and symbols associated with the
brand or brand benefits.

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. Brand
recognition is the ability of consumer to recognize prior knowledge of brand when they are
asked questions about that brand or when they are shown that specific brand, i.e., the
consumers can clearly differentiate the brand as having being earlier noticed or heard.
While brand recall is the potential of customer to recover a brand from his memory when
given the product class/category, needs satisfied by that category or buying scenario as a
signal. In other words, it refers that consumers should correctly recover brand from the
memory when given a clue or he can recall the specific brand when the product category is
mentioned. It is generally easier to recognize a brand rather than recall it from the memory.

Brand awareness is improved to the extent to which brand names are selected that is simple
and easy to pronounce or spell; known and expressive; and unique as well as distinct. There
are two 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.

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The relative importance of brand recall and recognition will rely on the degree to which
consumers make product-related decisions with the brand present or not. For instance - In a
store, brand recognition is more crucial as the brand will be physically present. In a scenario
where brands are not physically present, brand recall is more significant (as in case of
services and online brands).

Building brand awareness is essential for building brand equity. It includes use of various
renowned channels of promotion such as advertising, word of mouth publicity, social media
like blogs, sponsorships, launching events, etc. To create brand awareness, it is important to
create reliable brand image, slogans and taglines. The brand message to be communicated
should also be consistent. Strong brand awareness leads to high sales and high market
share. Brand awareness can be regarded as a means through which consumers become
acquainted and familiar with a brand and recognize that brand.

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 COMPANY PROFILE

The company was established in 1994 and started manufacturing of all kind of elevator
traction machine. Sharp engineers have more than 23 years of experience in the field of
manufacturing elevator traction machine and their parts for urban development.
In 2007 sharp engineers started their new manufacturing plant at kathwada Ahmedabad,
dedicated to developing and producing all type of traction system. Sharp engineers is a
company with a modern organization and ensuring absolute uniformity in the production. The
ideology to achieve the best quality is not a mere business approach but it is the company’s
motto and deep resolution to provide the best.

Sharp Engineers commitment for investment is to large scale modernization, to be equipped

with the state of the art ultra modern Machineries & equipment and incorporates the latest
global Developments; apparently it is the company’s sincere contemplation to enhance the
quality in its product for the ultimate total satisfaction of the valued patrons.

Sharp engineers commitment & dedication has been rewarded with due recognition. The
company has spared no efforts & left no stone unturned to gain enduring relationship with
their valued customer by offering superior product performance and excellent service
including good management policies and practices.

PRODUCTS:-
Sharp Engineers able to supply any lift component that is necessary for your new or
refurbishment project. Our range of products includes, Geared, Gearless,Overspeed
governors, Diverter pulleys, Guide shoe, Car frames, and Guide clip. They also carry a
comprehensive stock of spare parts to support these products.

CLIENT BASE:-
At present Sharp Engineers have enviable clientele list spread across India & world. They
improve quality as well as our production capacity which more than 22000 units per Annum.
They are specialists in the manufacturing of Elevator Traction Machine in the lift industry for
both modernization and new lift projects, They offer advice and technical support to our
contractor clients and consultants alike from the initial project survey through to final
completion and beyond.

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COMMITMENT:-

It speaks volumes for our standards, the value and quality of our products in domestic as
well as in global market. Each product is tested on-line and passed under stringent
regulations by our quality control engineers at our in-house established & international
approved quality systems. Sharp Engineers always believe that quality inspires trust; this
philosophy is embraced and proven by all of our staff. When it comes to quality and
environmental issues, our evolution has been in line with applicable safety standards,
product certification and efforts to bring the integrated system up to international standards
UNE-EN-ISO-9001:2008.

RESEARCH AND DEVELOPMENT

Sharp engineer’s innovative developments is an everyday on-going process. With our due
efforts and workmanship we intend to cater new and newer engineering platter to the world
with the best quality for a lifetime. Our commitment for investments is to large scale
modernization, to be equipped with the state-of-the-art ultra-modern machineries &
equipment and incorporate the latest global developments. Apparently it is the company’s
sincere contemplation to enhance the quality in its products for the ultimate total satisfaction
of the value’s patrons.

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HISTORY

 Sharp engineer’s first elevator traction machine was launched in 1994.

 In 1997 they launched sl series type elevator traction machine
 In 2001 they launched cauldron series type elevator traction machine
 In 2007 they started new manufacturing plant at kathwada Ahmedabad and started to
supply in international market and become first exporter in this field.
 In 2010 they launched mrl type traction machine.
 In 2011 the gearless machine was launched
 In 2012 they launched 3 direction traction machine in mp series
 In 2015 launched economic model stellar-125 for Indian market
 In 2016 launched belt drive gearless machine and launched gearless machine with
3000 kg capacity model seg -70
 In 2017 launched gearless machine sew-10 in November 2017

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PRODUCTS USED IN SHARP ENGINEERS

Two types of machine is manufacture by sharp engineers are:-

 Geared machine
 Gearless machine

TYPES OF CAULDRON GEARED MACHINE

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TYPE OF MP SERIES MACHINE

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TYPE OF GEARLESS MACHINE

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 CHAPTER-2
LITERATURE REVIEW

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The work of Snook and his colleagues (1974) is related to the effects of frequency, duration
and pace on work output during manual lifting. This work is reviewed in detail by Burse
(1978). This group has used a combination of working - heart rate criterion of 115 beats/min
and a psychophysical approach, following which the worker determines the load or
frequency that can be handled continuously through the workday without excessive strain.
They have concluded that greater output with the least strain can be achieved when heavier
loads are lifted at a slower rate than at a faster rate

Ayoub, Dryden et al (1978) have investigated the effects of task frequency at three levels (1,
3, and 4 lifts per minute) using psychophysical approach . They have concluded that lifting
capacity (load lifted) decreased with increase in frequency

Ciriello and Snook (1983) in their study on the effects of box size, distance of lift, height level
and frequency effects on manual handling tasks, have investigated different frequencies
ranging from once every 5 seconds to once every 8 hours. They have observed significant
differences in load at higher frequencies of lifting or lowering and that the acceptable loads
decreased with increase in task frequency. The acceptable loads are observed to be
significantly higher for male subjects.

As the brand was only part of the product, the communication strategy worked towards
exposing the brand and creating a brand image. Within the traditional branding model, the
goal was to build a brand image, (Aaker and Joachimsthaler, 2000); a tactical element that
drives short-term results. It is mentioned that the brand is a sign–therefore external-whose
function is to disclose the hidden qualities of a product which are inaccessible to contact
(Kapferer, 1997).

The brand served to identify a product and to distinguish it from competition. In the journey
from product-centric brands to customer-centric brands, many consumer companies have
locked in on a transitional concept – segment-specific brands. While brand Nike focuses on
physically active consumers, brand Disney focuses on parents with small children. This is a
significant step in the right direction and it reflects growing awareness of the power of
customers. A brand differentiates a product in several forms and it can be broadly divided
into two categories- The tangibles (rational), and the intangibles (emotional and symbolic).
Either way, while the product performs its basic functions, the brand contributes to the
differentiation of a product (Keller, 2003). These dimensions “distinguish a brand from its
unbranded commodity counterpart and gives it equity which is the sum total of consumers’
perceptions and feelings about the product’s attributes and how they perform, about the

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brand name and what it stands for, and about the company associated with the brand”
(Achenaum, 1993).

A strong brand provides consumers multiple access points towards the brand by attracting
them through both functional and emotional attributes (Keller, 2003). 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 (Keller, 2003). The intangible values of a brand will include those that cannot
be quantified. These intangibles go beyond the product level to become a synaptic process
in the brain. In other words, consumers will be able to respond to this particular brand
without the presence of the product (Bedbury, 2002).

More importantly, an intimate rapport may be developed between the consumers and their
brands (Roberts, 2004; Fournier, 1998; Muniz and Schau, 2005). The attributes of a branded
product add value for consumers, the intermediaries, and the manufacturers. The most
significant contribution of a strong brand to consumers would be the reduced searching time
and cost when they are confronted with a set of identical products. It helps consumers to
identify and locate a product with less information processing and decision time because of
the expected quality from accumulated brand knowledge (Pelsmacker et al., 2004).
Consumers will be able to develop associations and assumptions through brand name,
package, label etc.

A strong brand also offers a high brand credibility: it becomes a signal of the product quality
and performance. This reduces the risks involved in the purchase including the functional,
physical, financial, social, psychological, and time risks (Swait and Erdem, 2004 ; Keller,
2003). Consumers do not only benefit from the functional values of a brand, they also benefit
from the emotional aspects. A strong brand mixes and blends the product performance and
imagery to create a rich, deep, and complementary set of consumer responses towards the
brand (Zamardino and Goodfellow, 2007).

Hence consumers are attracted to more dimensions of a brand and will be more likely to
effectively bond with the brand. Consumers also use the brand as a means of self image
reflection, symbolic status, and an anchor in this forever changing world. Finally, a brand
smoothes consumers’ communication process to others and enrich their everyday lives
(Holt, 2004; Keller 2003; Fournier, 1998)

In terms of the branding benefits to intermediaries such as retailers and wholesalers, a

strong brand with high brand recognition and brand awareness speeds up the stock turnover
rate, lowers the selling cost, and leads to higher sales. Consumers will also be more inclined

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to (re)purchase in their stores and spread word of mouth to others. These in turn facilitate
the in store activities related to the selling of the products with the brand.

On the other hand, a strong brand also implies that the manufacturer supplying the products
will be more committed to the in-store promotions (Webster, 2000). For manufacturers, a
strong brand is a valuable asset to the company. A well recognized brand serves as a signal,
and it increases the likelihood for consumers to place the product in their consideration or
choice set (Swait and Erdem, 2004).

Manufacturers will also win a reputable name through consumers’ positive attitudes and
evaluation towards the brand. As discussed previously, manufacturers with strong brands
are more committed to their retailers, and the retailers will in return invest more effort and
resource in maintaining the relationship. Therefore, a strong brand leads to mutual trust and
commitment, and fosters the manufacturer-retailer relationship (Morgan and Hunt, 1994).
Sometimes, the manufacturers may even gain greater bargaining power over their retailers,
and are presented with more distribution channels (Pelsmacker et al., 2004).

Furthermore, a price premium can be imposed on a strong brand because of the brand’s
perceived higher quality over the competitors’ brands (Keller, 2003). A unique product
positioning can be created by a strong brand, which may act as an entry barrier, such as the
retention of intellectual property rights, patents, or trademarks etc (Keller, 2003). This entry
barrier can also be established through consumer’s repurchase behavior, because it
enhances the sales forecast predictability and secures the demand (Keller, 2003). Moreover,
because of these loyal customers (i.e. implying higher customer retention rate), a company
will find it easier to extend its brand, and lower its marketing costs. Several studies have
proved that a higher customer retention rate will enhance a firm’s financial performance and
lead to a higher shareholder value (Srivastava, et al. 1998; Anderson et al. 2004).

A strong brand also affects a company’s financial bottom line directly in case of a merger or
acquisition, because buyers are usually required to pay an extra cost over the fair value of
the firm. This results in a positive goodwill (i.e. intangible asset) which will be booked on the
balance sheets (Elliot and Elliot, 2007). Overall, a branded product adds value to all parties
associated with it. However it does not automatically create value. Only through adoption of
an appropriate marketing communication strategy will the brand be successful. The key to
branding is that consumers perceive the brand differently as compared to other brands in the
same product category (Keller, 2003). This statement is supported by (Pennington and Ball,
2007), they define branding as “the process in which a customer or customers, define, label,
and seek to purchase a subset of an otherwise undifferentiated or unbranded product”. On

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the surface it appears that it is up to the consumers to determine a brand’s strength, but in
fact it is the branding process that creates a unique mental map in a consumers’ mind and
guides their behavior (Keller, 2003).

In this context, it is vital for organizations to shift the locus of the consumer relationship from
product brands toward a trusted and credible umbrella brand and further move the
implementation of tactical activities with targeted consumers or segments, rather than at the
brand level.

Brand awareness plays an important factor in any consumer choice decision. When a
consumer faces a set of different brands, the brand with the highest brand awareness will be
preferred, despite the quality and prices of the other brands (Macdonald and Sharp, 2000).
Hence, a deep analysis of the concept of brand awareness will be provided. Brand
awareness is a term which has been defined by many different authors since long time ago.
Every author contributes in some way to get a wide overview and a complete definition of
this relevant term. Brand awareness definitions will be organized chronologically.

One of the first definitions of this term is from Kanungo and Dutta (1966) who reported that
brand awareness is more efficient if the brand name is highly meaningful than if it is of low
meaningfulness, and that brand awareness of high‐utility products is superior to that of
low‐utility products. In addition, they suggested that the technique of measuring
meaningfulness of verbal labels could be used by the advertisers for the purpose of brand
naming (Kanungo and Panda, 1964a, 1964b; Noble, 1961).

Two years later, Assael and Day (1968) expressed the idea of brand awareness being
based on unaided brand recall. This pioneer idea was, later on, taken by other authors.
Keiser (1975) stated in his article that managerial judgment and experience must be used
when evaluating all the costs of securing brand awareness. Some years later, Rossiter and
Percy (1987) related brand awareness to the strength of the brand node or trace in
consumers’ memory, as well as reflected by consumers´ ability to identify or recognize the
brand under different conditions

n 1990, brand awareness was defined by Hoyer and Brown (1990) as an elementary level of
brand knowledge involving recognition of the brand name. They argue that awareness
represents the lowest end of a continuum of brand knowledge that scopes from simple
recognition of the brand name to a highly developed cognitive structure based on detailed
information. Recognition is the process of perceiving a brand as previously encountered
(Mandler, 1980).

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For Hoyer and Brown (1990), brand awareness is the major reason behind a consumer
repeat purchase decisions. They point out that building brand awareness increases the
probabilities of choosing a specific brand. They also add that brand awareness is a frequent
choice tactic among inexperienced consumers facing a new decision task. Hoyer and Brown
(1990), Srinivasan et al. (2005) and Farris et al. (2010) concluded that brand awareness
notably influences consumer choice. Nedungadi (1990) notes that having a high level of
brand awareness will develop the trade to stock the brand, and this will provoke high brand
availability and high brand choice probability.

He adds that brand awareness is a necessary precondition for choice. One year later, some
new definitions came out. Rossiter and Percy (1991) claim that brand awareness is the
essential first step when building a brand. They also argued that, when many options are
present at the time of purchase (e.g., brands on a supermarket shelf), aided awareness is
relevant; when they are not, spontaneous awareness should be used. Rossiter and Percy
(1991) note that brand awareness is not always about the brand name but can be also about
the color, shape of the packaging or other associated distinctive brand features.

Aaker (1991, p.61) wrote about “the ability of a potential buyer to recognize or recall that a
brand is a member of a certain product category”. Aaker (1991) classifies brand awareness
using a three‐layer hierarchical format: first, the lowest level of awareness, brand
recognition, is mainly based on an aided recall test; second, moderate level awareness,
brand recall, is based on asking a person to name the brand in a certain product category
and is also known as “spontaneous awareness” (Laurent et al., 1995); and third, the highest
level awareness, top‐of‐mind awareness (TOMA), which is the first brand being named in an
unaided recall task (Aaker, 1991; Kucuk, 2010).

Top‐of‐mind awareness takes place when a certain brand is recalled on the first place from a
particular product category and is considered a good indicator of how consumers develop
their own preferences towards the brand (Hakala et al., 2012). Brand awareness is
considered as one of the key pillars of a brand’s consumer‐based brand equity (Aaker,
1991).

One of the fundamental dimensions of brand equity is brand awareness, often seen as
prerequistite of peoples’ buying decicion (Kotler & Keller 2016, 235). Generating and
maintaining brand awareness has long been held one of the main goals of marketing. The
set of brands also defined as consumer’s consideration set, to which a consumer gives a
serious attention when making a purchase decicion. The brands that enter consumer’s
consideration set, is strongly affected by the brand awareness. (Mcdonald & Sharp 2000.)

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Kotler and Keller (2016, 20) define brand awareness as fostering people’s ability to recall or
recognize the brand in sufficient detail to make a purchase. Keller (2008, 54) sees brand
recognition in a way that, are the consumers, who have prior exposure to the brand, able to
recognize the brand when given it as a cue. Brand recall is defined as consumers’ ability to
seek the brand from memory when for example given a cue of a purchase usage situation or
product category. Brand recall is more important for online brands when the consumer
decisions are not made at the point of purchase but settings away from the point of
purchase. Recall is not that easy to achieve than recognition since consumers more likely
recognize for example the color than the name of the brand. Top of mind awareness (TOMA)
is the brand that comes to mind when thinking of a particular product class, without a cue

Brand awareness is not a mere cognitive measure in fact, it is correlated with many valuable
image dimensions. When a brand is known, every individual knows it is known and this leads
to spontaneous inferences. Awareness is mostly correlated with aspects such as trust,
reliability, high quality, closeness to people, a good quality/price ratio, accessibility and
traditional styling. (Kapferer 2012, 21.)

The benefits of creating high level of brand awareness are consideration advantages,
learning advantages and choice advantages. Strength and the formation of the associations
that make up the brand image is influenced by brand awareness. Marketers must first
establish a brand node in memory to create a brand image. The nature of which affects how
easily the consumer stores and learns additional brand associations. Registering the brand
in the minds of consumers is the first step in building brand equity. Whenever consumers are
making purchase decisions, they must consider the brand or as mentioned earlier, be a
member of the consideration set. Consumers more likely have a handful of brands that
receive a consideration for purchase instead of having only one brand they are loyal to. The
third advantage of creating a high level of brand awareness is that it can affect choices
among brands in the consideration set. This in turn is affected by consumers purchase
motivation and purchase ability. For many consumers choosing a brand is not a life-or death
decision. If among brand category, there is a lack of perceived differences it is likely to leave
the consumer unmotivated about the choice process. Many times consumers do not have
the necessary knowledge or experience to judge product quality even if they so desired.
These are for instance products with a high degree of technical sophistication. (Keller 2008,
54-55.)

The preconditions of an organization are positive images and meanings. Nowadays, it is not
only the material markets that companies are competing in, but also intangible markets. The
images of an organization in consumers’ minds are the ones that control the consumption.

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For consumers, brands primarily occur as images and perceptions and these are personal
for every individual. (Malmelin & Hakala 2008, 124-126.)

Brand image is about consumers’ perceptions about a brand. Images are multidimensional
and they reflect characteristics of a product or service or aspects independent of those.
(Keller 2008, 51.) Marketing programs that link strong, favorable, and unique associations to
the brand in memory, is what it takes to create a positive brand image. (Keller 2008, 56)

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 CHAPTER-3

DETAILS OF THE STUDY

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 PROBLEM STATEMENT
In the emerging knowledge based economy it has become necessary to know how much
market power lies with the brand name. The study of brand awareness is essential in
marketing planning. Customer needs and preferences keep changing where brands
ultimately command customer’s loyalty.

The Realistic side of the problem is to know the acceptance level of the brand Awareness
towards the product. 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.

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 OBJECTIVES OF THE STUDY

 To know how Brand Awareness made Customer to purchase product

 To know the level of Satisfaction about the brand awareness of Sharp engineers
 To know about the Service Quality of Sharp Engineers
 To understand the concept of Customers about Sharp Engineers

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 SCOPE OF THE STUDY

The main important purpose of the study is to know the Brand awareness level of Sharp
Engineers, and I also like to know the factors, which influences the purchasing of the
Machine. The overall Scope of the present study considered all the variables and factors that
have major impact over the customer in considering particular Brand. This especially
included how a customer regally evaluate recognize the brand and what position particular
brand occupies in the Customer mind. The study includes how Brand Awareness among
potential customers can be maintained and improves.

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 CHAPTER-4

RESEARCH METHODOLOGY

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WHAT IS RESEARCH?

Research can be defined as the search for knowledge or any systematic investigation to
establish facts. The primary purpose for applied research (as opposed to basic research) is
discovering, interpreting, and the development of methods and systems for the advancement
of human knowledge on a wide variety of scientific matters of our world and the universe.
Research can use the scientific method, but need not do so.

Scientific research relies on the application of the scientific method, a harnessing of

curiosity. This research provides scientific information and theories for the explanation of the
nature and the properties of the world around us. It makes practical applications possible.
Scientific research is funded by public authorities, by charitable organizations and by private
groups, including many companies. Scientific research can be subdivided into different
classifications according to their academic and application disciplines.

Historical research is embodied in the method. The term research is also used to describe
an entire collection of information about a particular subject

TYPES OF RESEARCH

Research can be classified by purpose or by method. If we categorise it by purpose, it would

fall into two major categories: Basic Research and Applied Research, while in case of
method, it would be deductive research and inductive research.

 BASIC RESEARCH

Also called Pure or fundamental Research, it is undertaken for increase in knowledge. There
is no direct benefit as it is a research for the sake of research. It is conducted to satisfy any
curiosity such as: (a) what makes things happen, (b) why society changes and (c) why social
relations are in a certain way. In fact, it is the source of most new theories, principles and
ideas. Basic research rarely helps anyone directly. It only stimulates new ways of thinking.
The main motivation is to expand man's knowledge. There is absolutely no commercial
value to the discoveries resulting from such research.

 However, in the long run, it forms the basis of applied research or development
commercial products. If basic work is done first, then applied spin-offs often

31
 eventually result from this research. As Dr. George Smoot of LBNL says,
"People cannot foresee the future well enough to predict what's going to develop
from basic research. If we only did "applied research", we would still be making
better spears."
 To sum up, basic research is purely theoretical to increase our understanding of
certain phenomena or behavior but does not seek to solve any existing problem.

 APPLIED RESEARCH

It is use of basic research or past theories, knowledge and methods for solving an existing
problem. It deals with practical problems. It is opposed to pure research which is not
problem-oriented but for the increase in knowledge which may or may not be used in future.
In the present world situation, more emphasis is being given to applied research to solve
problems arising out of overpopulation and scarcity of natural resources. Applied research
should not be treated the same as Research & Development (R&D) which is involved in
developing products demanded by the existing clients. Applied Research, on the other hand,
focuses on uncovering what needs are not being met and use that information in designing
products or services that would create their own demand. Thus, applied research brings in
new customers and also provides better products and services to the existing customers. In
old days, the mobile phone was expensive, bulky and had a short range. Applied Research
foresaw that this product would have a limited market and stressed on cost-cutting, reduced
weight and long-distance communication. Such measures caused a heavy demand.

32
WHAT IS METHODOLOGY?

Methodology can be defined as:

1. "the analysis of the principles of methods, rules, and postulates employed by a

discipline".
2. "the systematic study of methods that are, can be, or have been applied within a
discipline".

Concept

Methodology may be a description of process, or may be expanded to include a

philosophically coherent collection of theories, concepts or ideas as they relate to a
particular discipline or field of inquiry

Methodology may refer to nothing more than a simple set of methods or procedures, or it
may refer to the rationale and the philosophical assumptions that underlie a particular study
relative to the scientific method. For example, scholarly literature often includes a section on
the methodology of the researchers.

WHAT IS MARKETING RESEARCH?

Marketing research is the systematic gathering, recording, and analysis of data about
issues relating to marketing products and services. The term is commonly interchanged with
market research; however, expert practitioners may wish to draw a distinction, in that
market research is concerned specifically with markets, while marketing research is
concerned specifically about marketing processes.

Marketing research is often partitioned into two sets of categorical pairs, either by target
market:

 Consumer marketing research, and

 Business-to-business (B2B) marketing research

- The first is consumer market research. The goal is to study the purchasing habits of
consumers. This can be done by tallying up how much of a product is sold, through surveys
or through other means. The information gathered from consumers can be used to analyze
current marketing campaigns and to create new ones. Consumer marketing research is a

33
form of applied sociology that concentrates on understanding the preferences, attitudes, and
behaviors of consumers in a market-based economy, and it aims to understand the effects
and comparative success of marketing campaigns. The field of consumer marketing
research as a statistical science was pioneered by Arthur Nielsen with the founding of the
ACNielsen Company in 1923.

-The second type of marketing research is business to business (B2B) research, which
studies how businesses sell products and services to other businesses. For example,
Company As ells computer equipment to companies B and C. Someone may be interested
in seeing how companies B and C found out about the equipment, how company A
marketed its product and how good the market for that product is.

Marketing research is not the same as market research. Marketing research studies how
and why consumers and businesses buy, and how those sales can be increased or why they
have decreased. It involves in-depth studies into the affect of advertisements and market
conditions on consumers. Market research is the research that may be done into a single
market, focusing on the size and trends in that market.

Market research can also prove helpful if you want to explore business opportunities in new
markets. Market research can be conducted by two methods, primary research or
secondary research.

 Primary Research

Primary research refers to information that is directly collected from the source. Another
simple method of primary research would be to directly talk to your customers and get their
feedback. Primary research can be both qualitative and quantitative.

 Qualitative Primary Research

Qualitative primary research involves gathering information from interviews or focus groups.

 Open-ended interviews include questions that cannot be answered with a yes or no.
You can get a lot of information from such interviews and also find out about the
dislikes, likes, requirements, trends and emotional motivators of your primary market
 A focus group should ideally be led by experienced professionals who can lead a
group of 6 or more people and ask them both general and specific questions. Since
trained professionals are required to handle focus groups, they are very expensive.

34
  Quantitative Primary Research

Quantitative primary research involves the collection of numerical information from surveys.
This information is then analyzed.

 Surveys can provide you with the information you require if the survey has
meaningful questions. More people would be willing to take a survey as it takes less
time. The cheapest and easiest way of conducting a survey is through the telephone
and on the place where your product is being sold.

 Secondary Market Research

 Secondary research is more economical and easier to do when compared to primary

research. Here you will have to analyze the information that has been collected for
some other reason. You can find the data that you require through a set of articles,
demographic/ statistical data, studies etc.
 By investing in secondary market research you can analyze your target markets,
evaluate your competitors and assess political, social and economic factors. The
internet has a large number of secondary data sources and most resources,
magazines and press releases are now available online.

 RESEARCH PROCESS
1. Formulation of research problem
2. Formulation of research design
3. Selection of sources of data
4. Decision of data collection techniques
5. Determining sampling design and size
6. Organizing and conducting field survey
7. Processing and analyzing of data
8. Prepare the research report

35
Step 1: Formulation of Research Problem

Identification of the problem is the starting point of the research process.

This is the 1st step in the research process. It is the most important step in the step
in the research process. In business researches are basic researches which are
done to augment the knowledge of that particular discipline. In most of the cases
business researchers are the applied researches. They can be seen as “problem
solving process” or “opportunity tapping process”

My research problem is to study the “Consumers psychology towards surrogate

advertisement.

Step 2: Formulation of Research Design

After formulating of the research problem, the next step is to formulate the research
design. In this it include the types of method that will be used for conducting the
study for a particular problem.

Research design can grouped into three categories.

 Exploratory Design
 Casual Design
 Descriptive Design

 Exploratory research:

An exploratory research focuses on the discovery of ideas and is generally based

on secondary data.

 Causal research:

A causal research is undertaken when the researcher is interested in knowing the

cause and effect relationship between two or more variables. Such studies are
base on reasoning along with tested lines.

 Descriptive research:

A descriptive study is undertaken when the researcher wants to know the

characteristics of certain groups such as age, sex, education level, income,
occupation etc.

36
 Descriptive study can be divided into two brand categories:

 Cross Sectional
 Longitudinal

 Cross Sectional is of two types:

 Field studies
 Survey

This project is taking into consideration of survey method.

Step 3: Selections of sources of data

The 3rd step in the research process includes selections of sources of data. This
step is related to form where the data will be selected.

There are mainly two types of sources of data which are as follows:

 Primary Data
 Secondary Data

 Primary Data:

Primary Data implies to those in which the researcher himself did all the survey no
sources would be applied for the survey.

For questionnaire I have chosen close ended to get overall opinion of customers.

 Secondary Data:

Secondary Data implies to those in which the researcher himself did not do all the
survey; various sources will be applied for the survey.

37
I have selected both the data for my report as I did all the surveys by my self as
well as applied other sources like various Web sites, Books, Magazines,
newspapers, Journals, etc.

Step 4: Decision of data collection techniques

The two types of data collection techniques are as follows:

1. Observational Method
2. Survey Method

I have chosen personal survey method as it would be the best method for my
survey. As this would the only method to know and collect the data.

Step 5: Determining sampling design and sampling size

i. Sample Size:

The sample size of the questionnaire is 70.

ii. Sampling Frame:

The Sampling Frame is Ahmedabad which implies that the survey has been
taken place only in Ahmedabad city

iii. Sample Element:

The sample element which I have selected regarding the survey is as

follows:

1. Students
2. Housewives
3. Businessman
4. Serviceman

iv. Sampling Method:

There are various types of sampling methods from which I have chosen
random sampling method as I have chosen the 70 respondents randomly

38
v. Survey Tool

Survey tools include various types of tools like Structured Questionnaire or

Unstructured questionnaire, Close – ended Questionnaire or Open – ended
Questionnaire, Personal interviewing, Telephone interviewing, Mail
interviewing, electronic interviewing etc.

But from the above survey tools I have selected Structured Questionnaire,
Close – ended Questionnaire and personal interviewing.

Step 6: Organizing and conducting field survey

After preparing the questionnaire and select the sample design and sample size,
the next step is to organize and conduct the field survey. Two very important
aspects had to be looked after while conducting the survey.

1) Interviewing
2) Supervision

Interviewing seems as child play, out but on the other side it is a difficult takes
because the respondent were generally resistant in giving information. They had to
be tackled with tact, initiative, patience and intelligence.

Supervision of the field work is very important to ensure timely and proper
completion of the survey.

I have assumed the worst situation while I have done my survey. I have assumed
that the respondents were busy and lazy creatures so it is necessary to supervise
the survey otherwise the survey would not get complete in proper time. Moreover, I
would require running after every individual who have left half questionnaire and
gave silly excuses like getting very late, not interested, feeling very sleepy and
bored.

39
Step 7: Processing and analyzing of data

The next step after collecting the data is to process and analyzed in such a manner
that it reveal the main characteristic. After completing the survey I used following
steps to processed and analyzed the raw data:

 After completing the survey I started doing tally marking this helped me to get the no.
of frequency.
 The next step is to prepare a table showing the percentage and frequency.
 After that I have started preparing graphs using different charts, bar charts, pie charts
etc.

Step 8: Prepare the research report

Once the data has been tabulated, analyzed and interpreted, according to the
market research process, the report is to be prepared carefully. It should be taken
care that the objectively, coherence and clarity are followed. To make good report
the use o graphs are made. Moreover, different techniques are used. The graph
and techniques are self interpreted and suggestions are given.

RESEARCH DESIGN

A research design is the detailed blueprint used to guide a research study towards its
objectives .It helps to collect, measure and analysis of data.

The present study seeks to find out the consumers psychology towards surrogate
advertisements. The study also aims at findings out the impact of surrogate advertisements
on children and also the impact of surrogate advertisements on the sales of the company.
So this makes the study a descriptive one.

Nature of Research

The study is ―quantitative in nature.

It is structured, standardized, question based interview.

40
Types of Question

The types of question asked during the study are ―Straight forward and limited probing.

Total number of questions: 10

Total number of close ended questions: 10

SOURCES OF DATA

Primary Source

The Primary source of collecting data for research is: Questionnaire filled by the citizens of
the Ahmedabad city

Secondary Source

In this study the secondary data is collected from the following sources.

1 Internet
2 Reports of Company
3. Newspapers, Magazines and Journals
4. Books on Marketing and Research methodology.

Primary Data of Collection

Research Technique

In this study the survey method is used as a research technique. This method helps to
obtain right information from respondents.

Contact Method

In this study Personal Exit interview it is taken as a tool for the contact method. In which the
personal interview is conducted with citizens of the Ahmedabad city.

41
Sampling plan

Sampling is a process of obtaining. The information about the entire population by examine
a part of it. The effectiveness of the research depends on the sample sizes elected for the
survey purpose.

(A) Population:-

The survey was conducted in Ahmedabad city.

(B)Sampling Unit:-

It means who is to be surveyed. Here target population is decided and the respondents are
the citizens of the Ahmedabad.

(C)Sample size:-

For the purpose of proper survey, there is need of perfect research instruments to find out
sample size for more accurate result about consumers psychology towards surrogate
advertisement. The sample size 70

(D)Sample Extent

The sample extent is limited to Ahmedabad

(F)Sampling Procedure

The sampling procedure followed is convenience.

42
 CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

43
1. Are you using traction machine?

a) Yes

b) No

a b

0%

100%

Interpretation:- This Graph Represent that 100% are using traction machine

44
2) Which company machine you are using?

a) Montanari

b) Torren drive

c) Sharp engineers

d) BBL

a b c d

7% 12%

6%

75%

Interpretation:- This Graph Represent that 75% are using sharp engineer machines.

45
3. How do you know about Sharp Engineers?

a) Internet

b) Newspaper

c) Exhibition

d) Event

a b c d

9%

11%

57%
23%

Interpretation:- This Graph Represent that 57% of people by internet , 23% by Newspaper,
11% by Exhibition and 9% by event got to know about Sharp Engineers

46
4. What type of machine are you using?

a) Gear

b) Gearless

a b

30%

70%

Interpretation:- This Graph Represent that 70% uses Gear machine and other 30% uses
Gearless Machine.

47
5. When you hear about product category can you recall sharp engineers?

a) Yes

b) No

a b

22%

78%

Interpretation:- This Graph Represent that 78% of people can recall by product category

48
6. Do you trust Sharp Engineers in case of advance payment?

a) Yes

b) No

a b

29%

71%

Interpretation:- This Graph Represent that 71 % of people have trust on paying advance and
29% still don’t trust.

49
7. Which factors do you prefer while purchasing machine from sharp Engineers?

a) Quality

b) Good Service

c) Delivery

d) Price

a b c d

10%

12%

55%
23%

Interpretation:- This Graph Represent that 55% people purchase machine because of
Quality , 23% for Good Service, 12% for Delivery and 10% for price .

50
8. On yearly basis how much quantity of machine is consumed by your company?

a) 10-50 nos

b) 50-100 nos

c) 100-200 nos

d) 200 or More nos

a b c d

7%

16% 34%

43%

Interpretation:- This Graph Represent that maximum 50-100 machine are Consumed on
yearly basis.

51
9. How is the Service given by Sharp Engineers?

a)Highly Satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly Dissatisfied

a b c d e

3%

5%
7%

20%

65%

Interpretation:- This Graph Represent that 65% feels that they are Highly Satisfied by the
Service.

52
10. What is your Opinion about Sharp Engineers?

a) Excellent

b) Good

c) Average

d) Poor

a b c d

7%
9%

21%

63%

Interpretation: - This Graph Represent that 63% people are Satisfied by the product and
have excellent repo for Sharp Engineers.

53
 CHAPTER-6
FINDINGS & CONCLUSION

54
 FINDINGS

 According to the Survey, 100% of people Respondent that they are using traction
machine
 75% of people are using Sharp engineers Machine.
 57% of people by internet , 23% by Newspaper, 11% by Exhibition and 9% by
event got to know about Sharp Engineers
 70% of Customer uses Gear machines and 30% uses Gearless Machine
 55% of Customer purchase machine because of Quality , 23% for Good Service,
12% for Delivery and 10% for price
 Most of the Customers are Highly satisfied by the Sharp Engineers Product.
 Most of the Customers are Satisfied by the Quality given by Sharp Engineers

55
 SUGGESTIONS

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

 In order to promote sale in highly Competitive auto market Attractive schemes

can be given to the consumer.
 Customer Should be contacted at regular interval through phone calls and free
servicing of the machine to ask them if they are facing any problem with the
machine as because post sales with the customer may be very important to
maintain customer Satisfaction
 Advertising plays an important role in increasing the awareness and in reminding
the customer about the products and services offered by Sharp Engineers.
Hence Advertising about the firm and in products and services must be aired on
local T.V channels as well as in Newspaper and Magazine.
 Sharp Engineers should focus more on prices of the product and Delivery.

56
 LIMITATIONS OF THE STUDY

 The Study was conducted at Ahmedabad city; it may not be applicable for other
Cities.
 The Study was purely 70 Samples, May not be applicable to entire customers

57
INTERNSHIP EXPERIENCE
AT
SHARP ENGINEERS

58
 INTRODUCTION

An internship is an opportunity offered by an employer to potential employees, called interns,

to work at a firm for a fixed, limited period of time. Interns are usually undergraduates or
students, and most internships last for any length of time between one week and 12 months.

Some students may even apply for internship after graduation. Interns function somewhere
between a student and an employee. Internships may be paid or unpaid, may receive
academic credit or not. The experience is intended to help the student close the gap
between school and work.

An internship consists of an exchange of services of experience between the student and an

organization. Students can also use an internship to determine if they have an interest in a
particular career, to create a network of contacts, or to gain credit. Some interns find
permanent, paid employment with the organization for which they worked upon completion
of the internship.

59
 SELECTION PROCESS

The process of internship starts with the interview conducted by the respective company to
analyze the strengths and weaknesses. After that they select the candidate for the specified
time period.

Before starting my internship they had taken my interview then after they selected me for
internship period of 90 days.

1. Tell me something about yourself,

I had introduced my name and my personal detail with education, qualification, objective,
skills and interesting area.

2. How you get to know about “Sharp Engineers”

I had told them through Job portal I got to know about Sharp Engineers. Then after that
they explain about the company and how it works.

3. Why should we select you?

I had said like I want to learn and develop my skills and knowledge by working with your
company.

60
 MONTHLY REPORT

During my internship period, I worked in marketing area. I have completed all my tasks with
dedication and hard work, whatever given by my guide in Sharp Engineers. During 3 months
work I had also worked with market area as well as in back office area.

On the other side I did market survey and market research activities. I was given update of
Sharp Engineers products and other service and, to understand customer wants. During my
internship I have undertaken below mentioned activities:

FIRST MONTH OF INTERNSHIP

My first day at Sharp Engineers was quite a new exposure which transformed my attitude
towards corporate environment. It was quite informal and friendly which was unexpected. I
thought it would be strict professional environment loving perfection in every work. In the
meeting with the HR Manager, I was informed to start my work form the first day itself.

I was given training about the products. So I observed following things at the office of Sharp
Engineers and after that I started calling to customers for product selling

SECOND MONTH OF THE INTERNSHIP

In the second month I have got training on quotations and my seniors explained me
that how we make quotations according to our client requirement and after the
completion of my training of 1 week then they have assigned me a task to make
Quotation of products I have started working on that Assignment. On the completion
of my task I have submitted them all the reports with the quotation file. They
appreciated my work

After Completion of my work I started making Quotation for the clients and making
reports of the clients. I have sold few of machines of Sharp engineers by calling
Clients and at the month end I have sold 5 machines

61
THIRD MONTH OF INTERNSHIP

At the last month of internship I learned so many things like how to talk to customer,
cold callings, creating PowerPoint presentation, proposal writing and the most
important task for me was the field work. The experience was a very positive one in
which I developed my skills further expanded my knowledge and I took a step
beyond the classroom and got my feet wet in the real world of business.

62
 JOB PROFILE

My Job profile was as a Sales Person who actively engages with the Customer. I was
Responsible for Sales Activities Such as:-

 Present, promote and sell products/services using solid arguments to existing and
prospective customers.
 Reach out to customer leads through cold calling
 Coordinate sales effort with team members and other departments
 Continuously improve through feedback
 Establish, develop and maintain positive business and customer relationships
 Prepare and Submit weekly Sales report to Management
 Learn how products work and how to make quotation of products.

63
 SPECIAL ACHIEVEMENTS

During this internship there were many personal achievements that I’ve made and to me
they’re important because I would usually spend a few months trying to make it happen.

The key achievements I have gained during my internship are knowledge and experience
gained in the work place. My work experience has given me a range of transferable skills.
These include:

 A thorough knowledge of product ranges and detailed understanding of target

markets including seasonal variations
 Excellent communication and interpersonal skills.
 A strong customer focus.
 Ability to work under pressure and to fight deadlines.
 A strong commitment to effective time management.
 A belief that having good personal presentation is important in conveying corporate
values.

Above all I am passionate about any task allocated to me and I consistently go the extra
mile. It was very good experience working with Sharp Engineers

64
 CHALLENGES FACED

The biggest challenge I had to face in my job is lack of experience. The sales
process required to know lot of information and use of different systems that will
require more than years of experience.

The second challenge I had to face is practical implementation of my theoretical

knowledge.

The third challenge I had to face was difficulty in handling some customers. Some
customers have different attitudes and handling them was a very difficult job for me

65
 LEARNING OPPORTUNITY

Career skills

Whether it’s how to write a concise email, answer a telephone, or shake a hand there is a
professional way to do everything. Working in an office environment, you’ll have the chance
to observe how others operate and take on those attributes that you feel work best, whether
it’s communication, behavior, or office etiquette. This way you won’t end up making mistakes
or asking a lot of question in your first full-fledged job.

 Learn about a career field from the inside and decide.

 Work alongside a professional in your chosen career.
 Observe the work place and see if it matches expectation.

Leadership and skill development

 Learn new skills and add to my knowledge base while gaining confidence in
your abilities.
 Opportunity to practice communication and teamwork skills.
 Gain industry knowledge first hand from an organization and professionals.
 Provide evidence that I have initiative is reliable and have a sense of
responsibility.
 Apply some of the ideas learned in college and provide a bridge between
college and professional world.
 Achieve a sense of accomplishment by contributing to an organization.

Skills

Obviously the main thing internships teach me are the skills I need to work in that field. My
field of choice has been Human resource. In this I get to know how the Hr has to keep good
relation with the employees and to manage the work of office.

Team work

Being able to work with other people in your department and office is key.

At Sharp Engineers I worked with the team. Interns are encouraged to work together and
brainstorming ideas to help the company. Being able to work together and help one another
was vital to the department’s success. Team work is such an important aspect of running
successful company and my internships have taught me how to do this on a business level.

66
Independence

I had to create it from the ground up and teach those in the office how having a vital
presence would help them and their image.Being able to work on my own with little guidance
and work independently is also very important in the working world.

Confidence

The above points help give the confidence to believe in yourself and your skill level.
Believing in yourself is vital to your success and internship help to gain the experience that
helps to feel competent and confident in what you do.

Experience company culture

Internships allow you to work in different kinds of companies to see what environment works
best for you. May be you want try a small business, a large corporation , or a start up. Each
of these business has unique opportunities and benefits. Without trying a variety of
businesses , it’s hard to know where you’ll best fit. An internship allows you to do just that.

67
 WORK EXPERIENCE CHANGED THE VIEWPOINT ABOUT
WORKING OF COMPANIES

Before I joint work this company, I had thought like corporate work is easy , but working for
3 months over there I came to know the actual meaning of corporation.

REAL WORLD EXPERIENCE

Joining a company as an Intern gives you the opportunity to work hands on a

professional environment. As an intern you are not just there to get coffee or run errands
but you‘re there to gain actual work experience.

Internships help by teaching you more about the career path you are pursuing think of it
like this –internships are a way to test drive possible jobs and explore different career
options.

NETWORKING

Internships often give you the opportunity to attend meetings and events. By interacting with
professionals you gain new connections and learn how to communicate in professional
environment. Personally, my internships have helped and Introduced me to a meet a variety
of professionals in my field.

TIME MANAGEMENT

As an intern I will become a master of time management .when you’re working in a fast
paced professional environment you need to know every minute counts. Time management
is vital in every circumstance whether you’re attending meetings, finishing tasks on
deadlines.

68
 CONCLUSION

As customers, we buy a lot of things every day. We buy, not only after having any pre
assumption about the product but also having nothing. Needs must be fulfilled. People go
anywhere to get his dreams come true. In such a time, all business leaders are striving hard
to get more customers and spare no effort to get them satisfied. The era is not like past.
Customers are the leaders of the business, not the company. The customer will decide to
make a product success or not. They are the key players. So that, every companies are
running behind these customers offering them large priorities and convincing them its
peculiarities. Building brands, quality, image are the short cut to it. Today majority has a
brand oriented life. If anyone satisfied with a brand, he will be continuing with the same. In
such a time, every brand had to try best to put awareness about it.

Sharp Engineers has great such effects on customers which had helped to increase their
sales. They have a good scale of sales every year and they provide a good piece of services
to customers. This study has impartial results on its findings so that it can be conclude that
brand awareness has a great range of impact on buying product

69
 BIBLIOGRAPGHY

 Philip kotler, Marketing Management , 2003,Pearson Education Inc, New Delhi

 Kotler Philip and Amstrong Gary, Principles of Marketing , 2003 , Printice Hall of India
Private Ltd, New Delhi
 Kothari C.R, Research Methodology, 1998, Wishwaprakashan, New Delhi
 Kothari C.R,Quantitative Techniques, 1985,Vikas Publishing House Pvt Ltd; 3rd
edition, New Delhi
 Arunkumar& N.Meenakshi,Marketing Management, 2007Vikas Publishing House Pvt
Ltd, New Delhi
 Rajagopal,Marketing Management ,2004,Vikas publishing House Ltd, New Delhi

70
ANNEXURE

71
 Questionnaire of Brand Awareness at Sharp Engineers
Name:-

Designation:-

Address:-

Phone number/Email-id:-

1. Are you using traction machine?

a) Yes

b) No

2) Which company machine you are using?

a) Montanari

b) Torren drive

c) Sharp engineers

d) BBL

3. How do you know about Sharp Engineers?

a) Internet

b) Newspaper

c) Exhibition

d) Event

4. What type of machine are you using?

a) Gear

b) Gearless

5. When you hear about product category can you recall sharp engineers?

a) Yes

b) No

6. Do you trust Sharp engineers in case of advance payment?

a) Yes

b) No

72
7. Which factors do you prefer while purchasing machine from sharp Engineers?

a) Quality

b) Good Service

c) Delivery

d) Price

8. On yearly basis how much quantity of machine is consumed by your company?

a) 10-5 0nos

b) 50-100 nos

c) 100-200 nos

d) 200 or More nos

9. How is the Service given by Sharp Engineers?

a)Highly Satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly Dissatisfied

10. What is your Opinion about Sharp Engineers?

a) Excellent

b) Good

c) Average

d) Poor

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 PLAGIARISM SCAN REPORT

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. Learn how products work and how to make quotation of products. SPECIAL ACHIEVEMENTS During this
internship there were many personal achievements that Iâve made and to me theyâre important because I
would usually spend a few months trying to make it happen. The key achievements I have gained during
my internship are knowledge and experience gained in the work place. My work experience has given me a
range of transferable skills. These include: A thorough knowledge of product ranges and detailed
understanding of target markets including seasonal variations Excellent communication and interpersonal
skills. A strong customer focus. Ability to work under pressure and to fight deadlines. A strong commitment
to effective time management. A belief that having good personal presentation is important in conveying
corporate values. Above all I am passionate about any task allocated to me and I consistently go the extra
mile. It was very good experience working with Sharp Engineers CHALLENGES FACED The biggest
challenge I had to face in my job is lack of experience. The sales process required to know lot of
information and use of different systems that will require more than years of experience. The second
challenge I had to face is practical implementation of my theoretical knowledge. The third challenge I had to
face was difficulty in handling some customers. Some customers have different attitudes and handling
them was a very difficult job for me LEARNING OPPORTUNITY Career skills Whether it’s how to write a
concise email, answer a telephone, or shake a hand there is a professional way to do everything. Working
in an office environment, you’ll have the chance to observe how others operate and take on those attributes
that you feel work best, whether it’s communication, behavior, or office etiquette. This way you won’t end
up making mistakes or asking a lot of question in your first full-fledged job. Learn about a career field from
the inside and decide. Work alongside a professional in your chosen career. Observe the work place and
see if it matches expectation. Leadership and skill development Learn new skills and add to my knowledge

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base while gaining confidence in your abilities. Opportunity to practice communication and teamwork skills.
Gain industry knowledge first hand from an organization and professionals. Provide evidence that I have
initiative is reliable and have a sense of responsibility. Apply some of the ideas learned in college and
provide a bridge between college and professional world. Achieve a sense of accomplishment by
contributing to an organization. Skills Obviously the main thing internships teach me are the skills I need to
work in that field. My field of choice has been Human resource. In this I get to know how the Hr has to keep
good relation with the employees and to manage the work of office. Team work Being able to work with
other people in your department and office is key. At Sharp Engineers I worked with the team. Interns are
encouraged to work together and brainstorming ideas to help the company. Being able to work together
and help one another was vital to the department’s success. Team work is such an important aspect of
running successful company and my internships have taught me how to do this on a business level.
Independence I had to create it from the ground up and teach those in the office how having a vital
presence would help them and their image.Being able to work on my own with little guidance and work
independently is also very important in the working world. Confidence The above points help give the
confidence to believe in yourself and your skill level. Believing in yourself is vital to your success and
internship help to gain the experience that helps to feel competent and confident in what you do.
Experience company culture Internships allow you to work in different kinds of companies to see what
environment works best for you. May be you want try a small business, a large corporation , or a start up.
Each of these business has unique opportunities and benefits. Without trying a variety of businesses , it’s
hard to know where you’ll best fit. An internship allows you to do just that. WORK EXPERIENCE
CHANGED THE VIEWPOINT ABOUT WORKING OF COMPANIES Before I joint work this company, I had
thought like corporate work is easy , but working for 3 months over there I came to know the actual
meaning of corporation. REAL WORLD EXPERIENCE Joining a company as an Intern gives you the
opportunity to work hands on a professional environment. As an intern you are not just there to get coffee
or run errands but you‘re there to gain actual work experience. Internships help by teaching you more
about the career path you are pursuing think of it like this –internships are a way to test drive possible
jobs and explore different career options. NETWORKING Internships often give you the opportunity to
attend meetings and events. By interacting with professionals you gain new connections and
learn how to communicate in professional environment. Personally, my internships have helped and
Introduced me to a meet a variety of professionals in my field. TIME MANAGEMENT As an intern I
will become a master of time management .when you’re working in a fast paced professional
environment you need to know every minute counts. Time management is vital in every circumstance
whether you’re attending meetings, finishing tasks on deadlines.

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