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Impact of advertising on brand awareness & consumer preference with special reference to men’s wear in Agartala city.
MBA, 3rd SEMESTER ROLL NO - MBA 15 REGISTRATION NO – 000119 OF 2006-2007 SCHOOL OF MANAGEMENT TRIPURA UNIVERSITY
I hereby declare that the project entitled, “Impact of advertising on brand awareness & consumer preference with special reference to men’s wear in Agartala city” Is an original piece of work done by me in partial fulfillment of the requirement of MBA degree, offered by the department of MBA, School Of Management, Tripura University, Suryamaninagar. The project report is completed under the supervision and kind guidance of Mr. Bijit Debbarma, faculty member, School Of Management, Tripura University, Suryamaninagar. I further declare that this report has not been submitted, in full or part, to any other institution, organisation or university.
Date : 13 – 01 - 2011
Roll - MBA - 15
Place : Agartala. School Of Management Tripura University
The project entitled, “Impact of advertising on brand awareness & consumer preference with special reference to men’s wear in Agartala city” Is an original piece of work done by me in partial fulfillment of the requirement of MBA degree, offered by the department of MBA, School Of Management, Tripura University, Suryamaninagar. The world is speeding into the information age. Style is taking a seat next to substance & the language is shifting to images & perceptions from nuts & bolts. Brands are bigger than ever but it is also true that more than ever is expected of them. Advertising provides the necessary support during the purchase decision of a consumer. Advertising reduces the feeling of discomfort by providing information on products attributes. Here my project report tries to measure the Impact of advertising on brand awareness & consumer preference with special reference to men’s wear in Agartala city. An effort has also been made to present the report in a comprehensive manner to make simplified and organized so understandable.
faculty member. Suryamaninagar who provided all possible support. I am also thankful to all of my Friends (MBA) for their continuous co-operation and encouragement through out the study. Haradhan Debnath. Tripura University. Co-ordinator. Bijit Debbarma. Kartik Bhattacharjee 4 . I shall be failing in my duty if I do not express my gratitude to my Parents and other Family Members for their constant moral support and encouragement during the entire course of study. I would like to express my humble gratitude to Mr. School Of Management. Tripura University. I would like to thank all the Respondents for their co-operation and diligent efforts in fulfilling the schedules while carrying out the project. guidance and all sorts of valuable inputs during my entire course of study. School Of Management. Finally. Suryamaninagar whose constant guidance and unhesitating help enabled me to formulate this project.ACKNOWLEDGEMENT At the outset I would like to express my humble gratitude to Dr.
5 . PROJECT GUIDE : Mr. SCHEDULE : A Structured Schedule (Database) Was Made To Collect Information From Respondents. OBJECTIVE : To measure brand awareness & consumer preference 5. Bijit Debbarma Faculty Member School Of Management.) 6. RESEARCH METHODOLOGY : Primary Data Collection (Through Schedules) & Secondary Data Collection (From Internet. 4. Books Etc. DURATION : 3. PROJECT TITLE : Impact of advertising on brand awareness & consumer preference with special reference to men’s wear in Agartala city 07 Days 2.EXECUTIVE SUMMARY 1.
INDEX CHAPTER 1 Overall Introduction & General Idea CHAPTER 2 Introduction To The Topic CHAPTER 3 Research Methodology CHAPTER 4 Data Analysis & Interpretation CHAPTER 5 Suggestions CHAPTER 6 Limitations CHAPTER 7 Schedules Used For The Project CHAPTER 9 Bibliography 6 .
5 What is Brand Management? 1.6 Impact of advertising on brand awareness.1 Definition of Advertisement. 1.7 Challenges associated with Brand-Objectives.2 1. Definition of Brand Awareness. Definition of Brand Preference.3 1. 7 .CHAPTER 1 OVERALL INTRODUCTION & GENERAL IDEA 1. 1. Definition of Brand.4 1.
well-leveraged brands produce higher returns to shareholders than weaker. published by Interbrand and Business Week. goods or services and to promote it by an identified sponsor.1 DEFINITION OF ADVERTISEMENT : “It is any paid form of non-personal presentation of any idea. All of these enhancements may improve the profitability of a brand. Research by McKinsey & Company.4 DEFINITION OF BRAND PREFERENCE : The deliberate decision to choose one particular brand over another. This may increase sales by making a comparison with competing products more favorable. which ultimately makes branding a CEO responsibility. term. product line. in 2000 suggested that strong.” ------. sign. and/or reduced or more efficient marketing investment. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. 1963 1. 1.5 WHAT IS BRAND MANAGEMENT ? Brand management is the application of marketing techniques to a specific product.” ------. this means that brands seriously impact shareholder value. 8 . In this regard. symbol or design or combination of them intended to identify the goods & services of one seller or group of sellers and to differentiate them from those of competitors. The value of the brand is determined by the amount of profit it generates for the manufacturer.2 DEFINITION OF BRAND : “A name. This can result from a combination of increased sales and increased price. Taken together. narrower brands. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity.1. and/or reduced COGS (cost of goods sold). indicates that the market value of companies often consists largely of brand equity. 1. or brand. The annual list of the world’s most valuable brands.AMA (American Marketing Association). a global consulting firm.3 DEFINITION OF BRAND AWARENESS : It is consumers’ ability to identify the brand under different conditions. It may also enable the manufacturer to charge more for the product. Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone. as reflected by their brand recognition or recall performance.AMA (American Marketing Association) 1.
Only when these conflicts and tradeoffs are made explicit. price. Short-term objectives should be seen as milestones towards long-term objectives. it is well known that since brands are coming in by dozens.or product-level objectives.1. Advertisement is one of the most important cultural sign systems that reflect and mould our lives. It is sometimes difficult to translate corporate level objectives into brand.6 IMPACT OF ADVERTISING ON BRAND AWARENESS : Now. Most product level or brand managers limit themselves to setting short-term objectives because their compensation packages are designed to reward short-term behavior. Even if one does not read newspaper or watches T. Brand managers sometimes limit themselves to setting financial and market performance objectives. is it possible for all levels of objectives to fit together in a coherent and mutually supportive manner.V it is impossible to escape from the advertising images that prevade our surroundings. channel or distribution and personal selling advertisement attempt to achieve the marketing objectives. Changes in shareholders' equity are easy for a company to calculate. Thus. Brands are sometimes criticized within social media web sites and this must be monitored and managed.7 CHALLENGES ASSOCIATED WITH BRAND-OBJECTIVS : There are several challenges associated with setting objectives for a brand or product category. In a diversified company. the objectives of some brands may conflict with those of other brands. together with the product or brand. Often product level managers are not given enough information to construct strategic objectives. 9 . corporate objectives may conflict with the specific needs of your brand. It is an inevitable part of anyone’s life. This is particularly true in regard to the trade-off between stability and riskiness. More complex metrics like changes in the net present value of shareholders' equity are even more difficult for the product manager to assess. It is not so easy to calculate the change in shareholders' equity that can be attributed to a product or category. 1. They may not question strategic objectives if they feel this is the responsibility of senior management. it is only advertisement which forms a vast superstructure with an autonomous existence and immense influence. Or worse.
2.5 Objectives of the study. Vital Statistics of the state Tripura. 2.1 Title of the topic.4 Relevance of the study.CHAPTER 2 Introduction To The Topic 2.3 Salient features of Agartala city. 10 .2 2. 2.
2. Monte Carlo. there are about 13 big branded outlets in the city. Wrangler etc. They are Cotton County. Reebok.2. Winter – Woolens. 11 . Winter : 7 to 27 degree C. There are a hundreds of hoardings spots in the city. main big market.1 TITLE OF THE TOPIC : Impact of advertising on brand awareness & consumer preference with special reference to men’s wear in Agartala city. Summer – Cotton.V or dish T. A large no. of households are using cable T. Bombay Dyeing.2 VITAL STATISTICS OF STATE TRIPURA : Area : Capital : Altitude : Population : Temperature : Clothing : 10. Lee.492 sq km Agartala 12. The city has Doordarshan’s local transmission along with three-four local channels. Park Avenue. John Players. Belmonte.V services. More or less all the leading newspapers in english & bangali are circulated here regularly. Sheriff. The study is focused on menswear. Kuotons. Moustache. having organised retailers & catering to other suburbs & districts. Peter England.80 metres 3191168 (Provisional census-2001) Summer : 20 to 36 degree C. 2.3 SALIENT FEATURES OF AGARTALA CITY : Commercial hub of Tripura.
gives an insight that whether advertising is able to gauge the attention & interest of the prospects and thus helping them to select right brands that match their needs & personalities. b) 12 . To study the relationship between the brand awareness and its impact on consumers’ preferences.2. 2. c) To study the brand awareness in different demographic groups & their final preference & choice. e) To study the tendency of brand switching among consumers. d) To study the impact of other factors in brand preference of readymade garments.4 RELEVANCE OF THE STUDY : The study is associated with men’s wear.5 OBJECTIVES OF THE STUDY : a) To study the impact of advertising on consumers’ brand awareness.
6 Research problem. 3.7 Research objective. 13 .3 Research process. 3.1 Research methodology. 3.2 Importance of research methodology.4 Research procedure carried out for this project. 3.CHAPTER 3 RESEARCH METHODOLOGY 3. 3. 3.5 Sampling plan.
A methodology used for the Research is called research methodology. It helps him to develop disciplined thinking & to observe the field objectively. Research methodology is used to search answers of research questions. the importance of knowing research methodology & research techniques is obvious since this constitute the tools of his trade.3. (b)The knowledge of research methodology provides good training specially to the new research worker & enables him to do better research. community development & social work where peoples are increasingly called upon to evaluate & use research results for action.2 IMPORTANCE OF RESEARCH METHODOLOGY : The study of research methodology gives the student the necessary training in gathering materials & arranging them. storing it out & interpreting it.1 RESEARCH METHODOLOGY : Research can be defined as a scientific & systematic search for pertinent information on specified topic. 14 . (d)It enables us to make intelligent decisions concerning problems faced in practical life. participation in field-work when required & also training for the collection of data appropriate to particular problems. In fact. (c) The knowledge of research methodology is helpful in various fields such as government or business administration. the importance of research methodology stems from the following considerations -----(a)For one who is preparing himself for a career of carrying out research. Thus the knowledge of research methodology provides tool to look at things in life objectively. 3.
evaluate them & take rational decisions.(e)The knowledge of research methodology helps the consumer to avail the research results.3 RESEARCH PROCESS : PROBLEM FORMULATION RESEARCH DESIGN SAMPLE DESIGN DATA COLLECTION TECHNIQUES FIELD WORK ANALYSIS & INTERPRETATION RESEARCH REPORT 15 . 3.
It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. (D) DATA COLLECTION TECHNIQUE : Once the appropriate sample design is selected the task is to look for type & sources of data. (2)Descriptive & (3)Caused. They are – (1)Exploratory. “A well defined problem is half solved. 16 . (E) FIELD WORK : Here a structured schedule is used for collection of primary data.” (B) RESEARCH DESIGN : The fundamental to the success of any formal research project is sound research design. There are three types of research design. From the analyzed data researcher can make interpretation necessary for the preparation of the report. There are many sample designs from which a researcher can choose.(A) PROBLEM FORMULATION : The first step in research process is to define the problem for investigation. I have used exploratory research design in my project. While doing the field work of fulfilling the schedules we must keep two things in mind --(1) Objective of the research project & (2) The respondents’ point of view. The type of data available to the research are -----(1) Primary data & (2) Secondary data. (F) ANALYSIS & INTERPRETATION : In order to extract meaningfull information from the data collected data analysis is carried out. (C) SAMPLE DESIGN : A sample design is a definite plan for obtaining a sample from a given population. This is the single most important step to be performed since it is said.
7 RESEARCH OBJECTIVE : 3.” 3. 17 . RESEARCH INSTRUMENT : Schedule.2 SECONDARY OBJECTIVE : To get a knowledge about the followings -------- c) d) The impact of advertising on consumers’ brand awareness. TYPE OF QUESTIONS : Closed as well as open handed.7.5 SAMPLING PLAN : SAMPLE SIZE : 50 SAMPLING PROCEDURE : Simple Random Sampling with Replacement. DATA SOURCES : Primary Data as well as secondary data.6 RESEARCH PROBLEM : “Impact of advertising on brand awareness & consumer preference with special reference to men’s wear in Agartala city.1 PRIMARY OBJECTIVE : To ascertain brand awareness & consumer preference for advertisement in men’s wear. CONTACT METHOD : Direct One On One. TYPE OF SCHEDULE : Structured.4 RESEARCH PROCEDURE CARRIED OUT FOR THIS PROJECT : RESEARCH TYPE : Exploratory Research. 3. 3. 3.7. The relationship between the brand awareness and its impact on consuners’ preferences.(G) RESEARCH REPORT : Based on the above results researcher try to formulate the project report. c) The brand awareness in different demographic groups & their final preference & choice. 3.
CHAPTER 4 Data Analysis & Interpretation 4. Findings. Overall ranks based on the analysis.4 18 .2 4.3 4. Diagrammatic representation of the data.d) The impact of other factors in brand preference of readymade garments.1 Demographic profile of the respondents. 4. e) The tendency of brand switching among consumers.
000 + Total No.000 10.1 DEMOGRAPHIC PROFILE OF THE RESPONDENTS : Age Less than 18 18 – 24 25 – 35 40 + Total No.000 – 20.000 20.000 30. of Respondents 08 27 12 03 50 Percentage (%) 16 54 24 06 100 19 .4. of Respondents Percentage (%) 05 25 15 05 50 10 50 30 10 100 Monthly income Less than 10.000 – 30.
20 . 50 45 40 35 Respondents 30 25 20 15 10 5 0 30 12 8 a) b) c) 2. Which one is primarily responsible for your purchase of ready-to-wear Garments ? a) Movies & T. of Respondents 10 22 18 50 Percentage (%) 20 44 36 100 4. b) Tailor switched garments. b) Growing income. c) Growing popularity of readymade garments. d) Drawing the attention of opposite sex. You prefer …… a) Readymade garments.2 DIAGRAMATIC REPRESENTATION OF THE DATA : 1. c) Both.Educational qualification Under graduates Graduates Post graduates Total No.V channels.
b) Exclusive choice. b) Not always. c) Never.50 45 40 35 Respondents 30 25 20 15 10 5 18 14 10 8 Your verdict to buy a particular brand depends on …… a) b) 0 c) d) a) Scrupulous advertising. 21 . To what extent advertising leads your fondness in buying ready-to-wear garments? a) Always. 50 45 40 35 Respondents 30 25 20 15 10 5 0 22 16 12 a) b) c) 4. c) Seeing others using the brand.
50 45 40 35 Respondents 30 25 20 15 50 10 45 5 40 19 15 13 3 a) b) c) d) 35 Respondents 0 30 6. c) Internet. of variants about ready-to-wear garments? a) b) c) a) T. d) Retail outlets. b) Advertisements.V. c) Newspapers & Magazines. d) Others. Which one provides enough information & shows the desired no.50 45 40 35 Respondents 30 25 20 15 10 5 25 15 10 0 5. For information about new ready-to-wear garment’s brands you depend by & large 23 25 on …… a) Friends & colleagues. b) Hoardings. 15 12 11 10 5 0 20 4 22 a) b) c) d) .
Wrangler Brand Awareness 47 38 37 35 35 32 28 25 20 20 17 15 08 Brand Preference 32 27 25 25 18 18 16 14 15 12 12 10 05 23 . Peter England 3. kuotons 5.3 OVERALL RANKS BASED ON THE ANALYSIS : Brands available in Agartala city 1. Lee 9. Mayfair 13. Monte Carlo 2. John Players 10. Cotton County 8.4. Reebok 6. Camaro 12. Moustache 11. Sheriff 4. Belmonte 7.
24 .4 FINDINGS : • Ready-to-wear garments are becoming popular even in micro cities like Agartala & predominantly with youths.4.
• Growing brand patronage was found to be the prime reason for the growing popularity of exclusive show-rooms even in micro cities like agartala.• Provocation of advertising was the foremost factor for buying of ready-to-wear garments. • Audio-visual & print media was found to be most effective. • Both. • It was a general attitude that even men preferred to see a good no. of arrays & variants before finally selecting the garment. 25 . • The youth were found to be more eager to wear new garments as soon as they bought them. pre-deciding the brand to be bought or deciding at the point of purchase were found in practice. • It was a general feeling that rigorous advertising is primarily responsible for popularising ready-to-wear garments.
CHAPTER 5 Suggestions SUGGESTIONS 26 .
It will increase brand awareness. it creates a perpetual notion on consumers’ mind about brands & may even amend his acuity of what he needs.• The most important suggestion from the analysis is that the new age consumers equipped with the effectual tool of advertising seeks more conception about the product.e. • Advertisers should convey the massage simply & with unmistakable clarity. 27 . • Advertisers as well as marketers put emphasis especially on audio-visual & print media as they have maximum reach. its features & its uses. i. • If advertising is presented in an efficient & inspired manner. • To be successful the advertisement must be creative. it should contain an innovative idea.
The size of the sample is small compared to size of population which may create a change in overall impression. 28 .CHAPTER 6 Limitations LIMITATIONS 1.
29 . Central tendency of human being is also a problem to come up with unbiased response from the respondents. 4. The duration of the project is small thinking to the wide spectrum of the area. It is difficult to extract all the relevant information because of the busy environment of the retail outlets & associated people. the cost associated with it also worked as a limitation. Since it is a self financed project.2. 3. Still I tried my level best to minimize the limitations & to come up with accurate information. 5.
... Occupation : …………… . ……………… You prefer …… . Age : ……. 30 .. Contact No.CHAPTER 7 Schedules Used For The Project Name : ………………………………………………………………….
For information about new ready-to-wear garment’s brands you depend by & large on …… a) Friends & colleagues. d) Others. To what extent advertising leads your fondness in buying ready-to-wear garments? a) Always. 4. d) Retail outlets. b) Growing income. 6. d) Drawing the attention of opposite sex. 5. c) Growing popularity of readymade garments. c) Never. c) Newspapers & Magazines. b) Hoardings. b) Tailor switched garments. Your verdict to buy a particular brand depends on …… a) Scrupulous advertising. c) Internet. c) Both. 2. b) Exclusive choice. 31 .V. Which one is primarily responsible for your purchase of ready-to-wear Garments ? a) Movies & T. c) Seeing others using the brand.V channels.a) Readymade garments. 3. b) Not always. b) Advertisements. of variants about ready-to-wear garments? a) T. Which one provides enough information & shows the desired no.
CHAPTER 9 Bibliography BIBLIOGRAPHY BOOKS AUTHORS & PUBLISHERS 32 .
Advertising Management Jaishri Jethwaney. Excell Group. Wishwa 2. C R Kothari. Advertising Promotion And New Media 5. Kevin Lane Keller.com www.brandking. 5. WEBSITES 1. 2.montecarlo. Marketing Management Philip Kotler. 3.Google. 6.1.indiantelevision. Faber.com www.Com 33 . Prentice-Hall India. 4. 4. Advertisement & Sales Promotion Kazmi & Batra. www. Prentice-Hall India.Com www.moustache. 3.tripurainfo.Com www.com www. Oxford Marla R. Shruti Jain. Abraham Koshi & Mithileshwar Jha. Stafford & Ronald J. Research Methodology Prakashan.