Siri Project

A STUDY ON BRAND AWARENESS
INDEX
PAGE NO:
CHAPTERS CONTENTS
 EXECUTIVE SUMMARY 2-14
1(A): INDUSTRY PROFILE

15-26
CHAPTER 1
1(B): COMPANY PROFILE 27-47
CHAPTER 2 BRAND AWARENESS 48-75
CHAPTER 3 RESEARCH METHODOLOGY 76-83
DATA ANALYSIS AND

CHAPTER 4 84-105
INTERPRETATION
RESULTS
 FINDINGS,SUGGESTIONS,
106-111
RECOMMENDATIONS AND
CONCLUSION.
CHAPTER 5
 BIBLIOGRAPHY 112
 ANNEXURE 113-117
SHRI GNANAMBICA DEGREE Page 1

EXECUTIVE SUMMARY
INDUSTRY PROFILE:
Retailing in India is one of the pillars of its economy and accounts for about 10 percent of its
GDP. The Indian retail market is estimated to be US$ 600 billion and one of the top five retail markets
in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2
billion people.
As of 2003, India's retailing industry was essentially owner manned small shops. In 2010, larger
format convenience stores and supermarkets accounted for about 4 percent of the industry, and these
were present only in large urban centers. India's retail and logistics industry employs about 40 million
Indians (3.3% of Indian population).
Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand
retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail
outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process
In November 2011, India's central government announced retail reforms for both multi-brand
stores and single-brand stores. These market reforms paved the way for retail innovation and
competition with multi-brand retailers such as Walmart, Carrefour and Tesco, as well single brand
majors such as IKEA, Nike, and Apple. The announcement sparked intense activism, both in opposition
and in support of the reforms. In December 2011, under pressure from the opposition, Indian
government placed the retail reforms on hold till it reaches a consensus.
In January 2012, India approved reforms for single-brand stores welcoming anyone in the world
to innovate in Indian retail market with 100% ownership, but imposed the requirement that the single
brand retailer source 30 percent of its goods from India. Indian government continues the hold on retail
reforms for multi-brand stores.
In June 2012, IKEA announced it had applied for permission to invest $1.9 billion in India and
set up 25 retail stores.An analyst from Fitch Group stated that the 30 percent requirement was likely to
significantly delay if not prevent most single brand majors from Europe, USA and Japan from opening
stores and creating associated jobs in India.
On 14 September 2012, the government of India announced the opening of FDI in multi-brand
retail, subject to approvals by individual states. This decision was welcomed by economists and the
markets, but caused protests and an upheaval in India's central government's political coalition structure.
On 20 September 2012, the Government of India formally notified the FDI reforms for single and multi
brand retail, thereby making it effective under Indian law.
On 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand retail
in India. The government managed to get the approval of multi-brand retail in the parliament despite
heavy uproar from the opposition (the NDA and leftist parties.Some states will allow foreign
supermarkets like Walmart, Tesco and Carrefour to open while other states will not.

COMPANY PROFILE:
 The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India‟s largest private
sector enterprise, with business in the energy and materials value chain. Group‟s annual
revenues are in excess of U$$ 66 billion. The flagship company, Reliance Industries Limited, is
a Fortune Global 500 company and is the largest private sector company in India.
 Backward vertical integration has been comerstone of the evolution and growth of Reliance.
Starting with textiles in the seventies. Reliance pursued a strategy of backward vertical
integration – in polyester, fiber intermediates, plastics, petrochemicals, petroleum refining and
oil and gas exploration and production – to be fully integrated along the materials and energy
value chain.
 The group activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals, textiles, retail, infotel and special economic zones.
 Reliance enjoys global leadership in its business, being the largest polyster yarn and fiber
producer in the world and among the top five to ten producers in the world in major
petrochemical products.
 Major Group Companies are Reliance Industries Limited, including its subsidiaries and
Reliance Industrial Infrastructure Limited.

BRAND AWARENESS
Brand awareness refers to the extent to which customers are able to recall or recognize a brand.
Brand Awareness is a key consideration in customer behavior, advertising management, brand
management and strategy development. The consumer‟s ability to recognize or recall a brand is central
to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product
category and a brand within that category. Awareness does not necessarily mean that the customer must
be able to recall a specific brand name, but he or she must be able to recall sufficient distinguishing
features for purchasing to proceed. For instance, if a customer asks her friend to buy her some gum in a
“blue pack”, the friend would be expected to know which gum to buy, even though neither friend can
recall the precise brand name at the time.
Different types of brand awareness have been identified, namely brand recall and brand recognition.
Key researchers argue that these different types of awareness operate in fundamentally different ways
and that this has important implications for the purchase decision process and for marketing
communications. Brand awareness is closely related to concepts such as the evoked set and
consideration set which describe specific aspects of the consumer‟s purchase decision. Consumers are
believed to hold between three and seven brands in their consideration set across a broad range of
product categories . Consumers will normally purchase one of the top three brands in their consideration
set.
Brand Awareness is a key indicator of a brand‟s competitive market performance. Given the
importance of brand awareness in consumer purchasing decisions, marketers have developed a number
of metrics designed to measure brand awareness and other measures of brand health. These metrics are
collectively known as Awareness, Attitudes and Usage (AAU) metrics.
To ensure a product of brand‟s market success. Awareness levels must be managed across the entire
product life-cycle from product launch through to market decline. Many marketers regularly monitor
brand awareness levels, and if they fall below a predetermined threshold, the advertising and
promotional effort is intensified until awareness returns to the desired level.

TYPES OF BRAND AWARENESS
Marketers typically identify two distinct types of brand awareness; namely brand recall (also known
as unaided recall or occasionally spontaneous recall) and brand recognition (also known as aided brand
recall). These types of awareness operate in entirely different ways with important implications for
marketing strategy and advertising.
Brand recall:
Brand recall is also known as unaided recall or spontaneous recall and refers to the ability of the
consumers to correctly elicit a brand name from memory when prompted by a product category. Brand
recall indicates a relatively strong link between a category and a brand while brand recognition indicates
a weaker link. When prompted by a product category, most consumers can only recall a relatively small
set of brands, typically around 3–5 brand names. In consumer tests, few consumers can recall more than
seven brand names within a given category and for low-interest product categories, most consumers can
only recall one or two brand names.
Research suggests that the number of brands that consumers can recall is affected by both individual
and product factors including; brand loyalty, awareness set size, situational, usage factors and education
level. For instance, consumers who are involved with a category, such as heavy users or product
enthusiasts, may be able to recall a slightly larger set of brand names than those who are less involved.
Brand recognition:
Brand recognition is also known as aided recall and refers to the ability of the consumers to correctly
differentiate the brand when they come into contact with it. This does not necessarily require that the
consumers identify the brand name. Instead, it means that consumers can recognize the brand when
presented with it at the point-of-sale or after viewing its visual packaging. In contrast to brand recall,
where few consumers are able to spontaneously recall brand names within a given category, when
prompted with a brand name, a larger number of consumers are typically able to recognize it.

MEASURING BRAND AWARENESS
Just as different types of brand awareness can be identified, there are a variety of methods for
measuring awareness. Typically, researchers use surveys, carried out on a sample of consumers asking
about their knowledge of the focus brand or category.
Two types of recall test are used to measure brand awareness.
 Unaided recall tests: where the respondent is presented with a product category and asked to
nominate as many brands as possible. Thus, the unaided recall test provides the respondent with no
clues or cues. Unaided recall tests are used to test for brand recall.
 Aided recall test: where the respondent is prompted with a brand name and asked whether they
have seen it or heard about it. In some aided recall tests, the respondent might also be asked to
explain what they know about the brand e.g.
 To describe package, colour, logo or other distinctive features. Aided recall tests are used to test for
brand recognition.
 Other brand-effects tests: In addition, to recall tests, brand research often employs a battery of
tests, such as brand association tests, brand attitude, brand image, brand dominance, brand value,
brand salience and other measures of brand health. Although these tests do not explicitly measure
brand awareness, they provide general measures of brand health and often are used in conjunction
with brand recall tests.
To measure brand salience, for example, researchers place products on a shelf in a supermarket,
giving each brand equal shelf space. Consumers are shown photographs of the shelf display and ask
consumers to name the brands noticed. The speed at which consumers nominate a given brand is an
indicator of brand's visual salience. This type of research can provide valuable insights into the
effectiveness of packaging design and brand logos.

Metrics used to measure brand effects are collectively termed AAU metrics (Awareness, Attitudes
and Usage).
RESEARCH METHODOLOGY
Research Design is the plan, structure and strategy of investigation conceived so as to obtain answer
to research questions and to control variance .Research design is in the fact the conceptual structure
with in which the research is conducted. Bernard Philips has described the research design as a “blue
print for the collection measurement and analysis of data.”
Research Methodology is a scientific and systematic way to solve research problems. A research
has to design its methodology, i.e., in addition to the knowledge of methods or techniques, he has to
apply the methodology is wider than research methods. In a way, research methodology deals with
research methods and into consideration the logic behind the methods, we use.
Research Type
For the present study descriptive research design will be
applied Descriptive research design;
 This study describes the phenomena under study
 The data collected here may relate to the demographic or the behavioral variables of the
respondents understudy.
 The research has got very specific objective, clear cut data requirements and uses a large
sample which is drawn through a profitability sampling design.
 The recommendation or findings in a descriptive research are definite.

Sources of data:
 For the present study both primary and secondary data will be used.
Primary data:
 Primary data is one which collected by the investigator himself for the purpose of specific
inquiry or study such data is original in character and it is generated by surveys conducted
by individuals or research institutions.
 For the present study the primary data will be collected using survey method with a
structured questionnaire.
Secondary data:
 When an investigator uses the data which has already collected by others, such data is called
secondary data. The secondary data can be obtained from journals, reports, Government
Sampling:
 Sampling refers to the investigations of a part of the whole population or universal. A

sampling procedure is a technique of selecting a sample from a given population. A
statistical sample, according to Calvin, is a miniature picture or cross section of the entire
group or aggregate from which the sample is taken. The entire group from which a sample is
chosen is known as the population”, universe‟‟, of „‟supply‟‟. In short samples represents
the whole population and by observing the samples certain inferences may be made about
population
Sample size:
 The sample size for distribution of questionnaire to the customers are 40 only
 The samples for the dealers are limited to 10 dealers only


Tools:
 For the present study the statistical tools used are correlation, chi-square and
other normal percentage.
STATEMENT OF THE PROBLEM
A Study on Brand Awareness on RELIANCE TRENDS pvt..Ltd will help in studying the
ways to create Brand Awareness in customers and it enables to analyze plans of the company in view of
competition. A careful and through study of the factors enables the company to with stand changing
situations that favor to the company.
OBJECTIVES OF THE STUDY
 To study Brand Awareness through employees and customers with regard of reliance trends.
 To find out methods to create awareness on brand to customers and employees of the store.
 To analyse consumer awareness level on Reliance trends.
 To find out customer loyalty towards Reliance trends and factors affecting customer loyalty.
NEED OF THE STUDY
The reliance industry is basically retail based industry. Through this study we are going to identify
the importance of Brand Awareness in retail industry .How it is benefited in the retail industry
relevance of implementing Brand Awareness and what role does information technology can play in
Brand Awareness.
LIMITATIONS
 The study is limited to RELIANCE TRENDS pvt ltd .Madanapalle,, Chittoor dist only.
 The study is confined to the customers who are in Madanapalli region only.

 The sample sizes for distribution of questionnaire to the customers are 40 only.
 Respondents may gave biased answers for the given data.some of the respondents did not like
to respond.
Bibliography
Textbooks:
 PHILIP KOTLER - MARKETING MANAGEMENT

 GARY ARMSTRONG - PRINCIPLES OF MARKETING
 G.C BERI - MARKETING REASERCH
 PAUL HAGUE - A PRACTICAL GUIDE
TO MARKETING
REASERCH
Websites:
 WWW.GOOGLE.COM
 WWW.TIRUMAMADAIRY.COM
 WWW.TMPLMILK@YAHOO.COM


ANNEXURE
QUESTIONNAIRE
BRAND AWARENESS AMONG THE EMPLOYEES

OF RELIANCE TRENDS
NAME :
DESIGNATION :
GENDER :
AGE :
EXPERIENCE :
1. What are the brands that you provide in your store?
2. Which brand is sold most?
3. Why people prefer your brands? [ ]
a. Quality b. Price c. Image d. All of the above
4. Do customers trust your brand? [ ]
a. Yes b. No

5. Which of the following features people prefer the most? [ ]
a. Affordable b. Stylish c. Modern d. Popular
6. How people get to know about your brands? [ ]
a. Through customers b. Advertisements c. Social media d. Others
7. What is the value of your brand in present criteria? [ ]
a. Excellent b. Good c. Average d. Not satisfied
8. Does your brand customize the products according to the needs/wants of

the customers?
a. Yes b. No [ ]
9. What is your target group? [ ]
a. College students b. Employees c. Families d. Others
10. Does the company‟s leadership live up to the brand‟s values? [ ]
a. Yes b. No
11. How much customers care about using your brands? [ ]
a. Slightly b. Stronger c. Not much d. Never
12. Which factor influence customers for branded products? [ ]
a. Price b. Product quality c. Advertisements d. Style

13. Which of the following according to you help build a good brand image?
[ ]
a. Communication strategies b. Competitive pricing c. Quality

d. Free trials and discounts
14. Which brands of casuals does your store have (or) own? [ ]
a. Jeans b. Cargos c. T-shirts d. Others
15. What does your brand gives to the customers? [ ]
a. Recognition b. Satisfaction c. Value for money d. Any
other
16. The price of your brand? [ ]
a. Is as per customer expectations
b. Is more than customer expectations
c. Is less than customer expectations
d. Can‟t say
17. Would you agree that your brands provide high quality service? [ ]
a. Yes b. No
18. Compared to your competitors your prices are? [ ]
a. Low b. Equal c. High
19. Does the brand image of the apparel brand affect buying [ ]
decision?
a. Always b. Often c. Sometimes d. Never
20. Do you think customers buy only branded products? [ ]

a. Yes b. No
21. Does your tagline accurately capture your brand‟s mission? [ ]
a. Yes b. No
22. What is the proportion of branded to unbranded products? [

] a. 20:80 b. 50:50 c. 60:40
d. No products/ only branded product
23. Do you think company sponsorship help to build a stronger brand image? [ ]
a. Yes b. No
THANK YOU FOR YOUR VALUABLE TIME AND EFFORT
Y. SAI SIREESHA
BBA 3rd YEAR
SHRI GNANAMBICA DEGREE COLLEGE
MADANAPALLE

CHAPTER-1(A)
INDUSTRY PROFILE

RETAILING IN INDIA
Retailing in India is one of the pillars of its economy and accounts for about 10 percent of its
GDP. The Indian retail market is estimated to be US$ 600 billion and one of the top five retail markets
in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2
billion people.
As of 2003, India's retailing industry was essentially owner manned small shops. In 2010, larger
format convenience stores and supermarkets accounted for about 4 percent of the industry, and these
were present only in large urban centers. India's retail and logistics industry employs about 40 million
Indians (3.3% of Indian population).
retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail
outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process
In November 2011, India's central government announced retail reforms for both multi-brand
stores and single-brand stores. These market reforms paved the way for retail innovation and
competition with multi-brand retailers such as Walmart, Carrefour and Tesco, as well single brand
majors such as IKEA, Nike, and Apple. The announcement sparked intense activism, both in opposition
and in support of the reforms. In December 2011, under pressure from the opposition, Indian
government placed the retail reforms on hold till it reaches a consensus.
In January 2012, India approved reforms for single-brand stores welcoming anyone in the world
to innovate in Indian retail market with 100% ownership, but imposed the requirement that the single
brand retailer source 30 percent of its goods from India. Indian government continues the hold on retail
reforms for multi-brand stores.
In June 2012, IKEA announced it had applied for permission to invest $1.9 billion in India and
set up 25 retail stores.An analyst from Fitch Group stated that the 30 percent requirement was likely to
significantly delay if not prevent most single brand majors from Europe, USA and Japan from opening
stores and creating associated jobs in India.
On 14 September 2012, the government of India announced the opening of FDI in multi-brand
retail, subject to approvals by individual states. This decision was welcomed by economistsand the
markets, but caused protests and an upheaval in India's central government's political coalition structure.
On 20 September 2012, the Government of India formally notified the FDI reforms for single and multi
brand retail, thereby making it effective under Indian law.
On 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand retail
in India. The government managed to get the approval of multi-brand retail in the parliament despite
heavy uproar from the opposition (the NDA and leftist parties.Some states will allow foreign
supermarkets like Walmart, Tesco and Carrefour to open while other states will not.

Local terms
The National Commission for Enterprises in the Unorganized Sector (NCEUS) defines
Unorganized sector as
„Unorganized Sector is a Sector consisting of all unincorporated private enterprises owned by
individuals or households engaged in the sale or production of goods and services operated on a
proprietary or partnership basis and with less than ten total workers.'
Based on this definition, Organized sector in India is defined as
Organized sector is a sector consisting of all incorporated enterprises which are engaged in the
sales or production of goods and services operated as private limited or limited organizations governed
by Companies act and having more than ten total workers.
With this definition, Organized Retail Sector will be characterized as:
 Company owned retail setups

 Part of the employees are on the direct payroll of the company (some may be on the contract also)
 Employees will be governed by minimum wages act.
 These outlets can be "standalone company owned showroom" or "The retail space" in any of the
super market or mall, etc.
 Practically there may be less than ten worker though
Organised retailing, in India, refers to trading activities undertaken by licensed retailers, that is,
those who are registered for sales tax, income tax, etc. These include the publicly traded supermarkets,
corporate-backed hypermarkets and retail chains, and also the privately owned traditional large retail
businesses who constantly keep upgrading to the market dynamics and change like Saravana Stores,
Pothys, The Chennai Silks who operate in a specific region or a part of the country. Dynamics of retail
are quite different in India, owing to different climatic and cultural and language differences in the
demographic profile.
Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for
example, the local corner shops, owner manned general stores, paan/beedi shops, convenience stores,
hand cart and pavement vendors, etc.
Organised retailing actively started with the entry of Shoppers Stop,Westside, Pantaloons, Pyramid
- Crossroad, all being department store formats in the mid to late 90's and was absent in most rural and
small towns of India till 2010. Supermarkets and similar organised retail accounted for just 4% of the
market.

Most Indian shopping happens in open markets or numerous small grocery and retail shops.
Shoppers typically wait outside the shop, ask for what they want, and can not pick or examine a product
from the shelf. Access to the shelf or product storage area is limited. Once the shopper requests the food
staple or household product they are looking for, the shopkeeper goes to the container or shelf or to the
back of the store, brings it out and offers it for sale to the shopper. Often the shopkeeper may substitute
the product, claiming that it is similar or equivalent to the product the consumer is asking for. The
product typically has no price label in these small retail shops; all packaged products must display the
maximum retail price (MRP) above which the product cannot be sold. It is a criminal offence to sell a
product beyond the MRP of a product. The shopkeeper can price the food staple and household
products arbitrarily, and two consumers may pay different prices for the same product on the same day
but never will those price be above the maximum retail price. Price is rarely negotiated between the
shopper and shopkeeper. The shoppers usually do not have time to examine the product label, and do
not have a choice to make an informed decision between competitive products.
India's retail and logistics industry, organised and unorganized in combination, employs about 40
million Indians (3.3% of Indian population).The typical Indian retail shops are very small. Over 14
million outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m 2) in size.
India has about 11 shop outlets for every 1000 people. Vast majority of the unorganized retail shops in
India employ family members, do not have the scale to procure or transport products at high volume
wholesale level, have limited to no quality control or fake-versus-authentic product screening
technology and have no training on safe and hygienic storage, packaging or logistics. The unorganized
retail shops source their products from a chain of middlemen who mark up the product as it moves from
farmer or producer to the consumer. The unorganized retail shops typically offer no after-sales support
or service. Finally, most transactions at unorganised retail shops are done with cash, with all sales being
final.
Until the 1990s, regulations prevented innovation and entrepreneurship in Indian retailing. Some
retails faced complying with over thirty regulations such as "signboard licenses" and "anti-hoarding
measures" before they could open doors. There are taxes for moving goods to states, from states, and
even within states in some cases. Farmers and producers had to go through middlemen monopolies. The
logistics and infrastructure was very poor, with losses exceeding 30 percent.
Through the 1990s, India introduced widespread free market reforms, including some related to
retail. Between 2000 and 2010, consumers in select Indian cities have gradually begun to experience the
quality, choice, convenience and benefits of organised retail industry.

Growth:
An organised retail store in Ahmedabad (ca. 2009)
Customers inside a retail store in Kolkata (ca. 2011)
Growth over 1997-2010:
India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale. Then, it
required government approval. The approval requirement was relaxed, and automatic permission was
granted in 2006. Between 2000 to 2010, Indian retail attracted about $1.8 billion in foreign direct
investment, representing a very small 1.5% of total investment flow into India.
Single brand retailing attracted 94 proposals between 2006 and 2010, of which 57 were
approved and implemented.[23] For a country of 1.2 billion people, this is a very small number. Some
claim one of the primary restraint inhibiting better participation was that India required single brand
retailers to limit their ownership in Indian outlets to 51%. China in contrast allows 100% ownership by
foreign companies in both single brand and multi-brand retail presence.

Indian retail has experienced limited growth, and its spoilage of food harvest is amongst the
highest in the world, because of very limited integrated cold-chain and other infrastructure. India has
only 5386 stand-alone cold storages, having a total capacity of 23.6 million metric tons. However, 80
percent of this storage is used only for potatoes. The remaining infrastructure capacity is less than 1% of
the annual farm output of India, and grossly inadequate during peak harvest seasons. This leads to about
30% losses in certain perishable agricultural output in India, on average, every year.
Indian laws already allow foreign direct investment in cold-chain infrastructure to the extent of
100 percent. There has been no interest in foreign direct investment in cold storage infrastructure build
out. Experts claim that cold storage infrastructure will become economically viable only when there is
strong and contractually binding demand from organised retail. The risk of cold storing perishable food,
without an assured way to move and sell it, puts the economic viability of expensive cold storage in
doubt. In the absence of organised retail competition and with a ban on foreign direct investment in
multi-brand retailers, foreign direct investments are unlikely to begin in cold storage and farm logistics
infrastructure.
Until 2010, intermediaries and middlemen in India have dominated the value chain. Due to a
number of intermediaries involved in the traditional Indian retail chain, norms are flouted and pricing
lacks transparency. Small Indian farmers realise only 1/3rd of the total price paid by the final Indian
consumer, as against 2/3rd by farmers in nations with a higher share of organised retail. The 60%+
margins for middlemen and traditional retail shops have limited growth and prevented innovation in
Indian retail industry.
India has had years of debate and discussions on the risks and prudence of allowing innovation
and competition within its retail industry. Numerous economists repeatedly recommended to the
Government of India that legal restrictions on organised retail must be removed, and the retail industry
in India must be opened to competition. For example, in an invited address to the Indian parliament in
December 2010, JagdishBhagwati, Professor of Economics and Law at the Columbia University
analysed the relationship between growth and poverty reduction, then urged the Indian parliament to
extend economic reforms by freeing up of the retail sector, further liberalisation of trade in all sectors,
and introducing labour market reforms. Such reforms Professor Bhagwati argued will accelerate
economic growth and make a sustainable difference in the life of India's poorest.,
A 2007 report noted that an increasing number of people in India are turning to the services
sector for employment due to the relative low compensation offered by the traditional agriculture and
manufacturing sectors. The organised retail market is growing at 35 percent annually while growth of
unorganised retail sector is pegged at 6 percent.
The Retail Business in India is currently at the point of inflection. As of 2008, rapid change with
investments to the tune of US$25 billion were being planned by several Indian and multinational
companies in the next 5 years. It is a huge industry in terms of size and according to India Brand Equity
Foundation (IBEF), it is valued at about US$395.96 billion. Organised retail is expected to garner about
16-18 percent of the total retail market (US$65–75 billion) in the next 5 years.
India has topped the A.T. Kearney‟s annual Global Retail Development Index (GRDI) for the
third consecutive year, maintaining its position as the most attractive market for retail investment. The
Indian economy has registered a growth of 8% for 2007. The predictions for 2008 is 7.9%.[29] The

enormous growth of the retail industry has created a huge demand for real estate. Property developers
are creating retail real estate at an aggressive pace and by 2010, 300 malls are estimated to be
operational in the country.
Growth after 2011:
Before 2011, India had prevented innovation and organised competition in its consumer retail
industry. Several studies claim that the lack of infrastructure and competitive retail industry is a key
cause of India's persistently high inflation. Furthermore, because of unorganised retail, in a nation
where malnutrition remains a serious problem, food wastage is rife. Well over 30% of food staples and
perishable goods produced in India spoil because of poor infrastructure and small retail outlets prevent
hygienic storage and movement of the goods from the farmer to the consumer.
One report estimates the 2011 Indian retail market as generating sales of about $470 billion a
year, of which a minuscule $27 billion comes from organised retail such as supermarkets, chain stores
with centralised operations and shops in malls. The opening of retail industry to free market
competition, some claim will enable rapid growth in retail sector of Indian economy. Others believe the
growth of Indian retail industry will take time, with organised retail possibly needing a decade to grow
to a 25% share. A 25% market share, given the expected growth of Indian retail industry through 2021,
is estimated to be over $250 billion a year: a revenue equal to the 2009 revenue share from Japan for the
world's 250 largest retailers.
The Economist forecasts that Indian retail will nearly double in economic value, expanding by
about $850 billion by 2020. The projected increase alone is equivalent to the current retail market size
of France.
In 2011, food accounted for 70% of Indian retail, but was under-represented by organised
retail. A.T. Kearney estimates India's organised retail had a 31% share in clothing and apparel, while the
home supplies retail was growing between 20% to 30% per year.These data correspond to retail
prospects prior to November announcement of the retail reform.
It might be true that India has the largest number of shops per inhabitant. However, there are
detailed figures for Belgium, the Netherlands and Luxemburg. In Belgium, the number of outlets is
approximately 8 per 1,000 and in the Netherlands it is 6. So the Indian number must be far higher.

Indian retail market:
A spice market
Checkout lanes, organised retail in Malad, Mumbai.

Modern retail format:
Modern Retail
Country
(in 2011, % of total)
India 7%
China 20%
Thailand 40%
United States 85%
Indian market has high complexities in terms of a wide geographic spread and distinct consumer
preferences varying by each region necessitating a need for localization even within the geographic
zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at
2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world.
[39]
1.8 million households in India have an annual income of over ₹4.5 million (US$63,090.00).
The organised retail market has a share of 8% as per 2012.[41] While India presents a large
market opportunity given the number and increasing purchasing power of consumers, there are
significant challenges as well given that over 90% of trade is conducted through independent local
stores. Challenges include: Geographically dispersed population, small ticket sizes, complex
distribution network, little use of IT systems, limitations of mass media and existence of counterfeit
goods.
A number of merger and acquisitions have begun in Indian retail market. PWC estimates the
multi-brand retail market to grow to $220 billion by 2020.
Indian retailers:
A 2012 PWC report states that modern retailing has a 5% market share in India with about $27
billion in sales, and is growing at 15 to 20% per year.

There are many modern retail format and mall companies in India. Some examples are in the
following table.
Indian Retail
Market Reach in 2011 and Notes[43]
Group
Pantaloon Retail 65 stores and 21 factory outlets in 35 cities, 2 million square feet space
Shoppers Stop 51 stores in 23 cities, 3.2 million square feet space
Spencers Retail 200 stores in 45 cities, 1 million square feet space
708 mart and supermarkets, 20 wholesale stores in 15 cities, 508 fashion and
Reliance Retail lifestyle
₹1,206 crore (US$170 million) per month sales in 2013[44]
Bharti Retail 74 Easyday stores, plans to add 10 million square feet by 2017
Birla More 575 stores nationwide
Tata Trent 129 Westside mall stores, 13 hypermarkets
Lifestyle Retail 15 lifestyle stores, 8 home centers
193 stores in 3 cities,[45] one of three largest supermarkets retailer in India by

Future Group sales
₹916 crore (US$130 million) per month sales in 2013
Nysaa Retail Pvt Ltd 56 stores in 7 states

Challenges:
A McKinsey study claims retail productivity in India is very low compared to international peer
measures. For example, the labour productivity in Indian retail was just 6% of the labour productivity in
United States in 2010. India's labour productivity in food retailing is about 5% compared to Brazil's
14%; while India's labour productivity in non-food retailing is about 8% compared to Poland's 25%.
Total retail employment in India, both organised and unorganised, account for about 6% of
Indian labour work force currently - most of which is unorganised. This about a third of levels in United
States and Europe; and about half of levels in other emerging economies. A complete expansion of
retail sector to levels and productivity similar to other emerging economies and developed economies
such as the United States would create over 50 million jobs in India. Training and development of
labour and management for higher retail productivity is expected to be a challenge.
In November 2011, the Indian government announced relaxation of some rules and the opening
of retail market to competition.
India retail reforms:

Indian retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any
retail outlets, to sell multiple products from different brands directly to Indian consumers..
The government of Manmohan Singh, prime minister, announced on 24 November 2011 the following:
India will allow foreign groups to own up to 51 per cent in "multi-brand retailers", as supermarkets
are known in India, in the most radical pro-liberalisation reform passed by an Indian cabinet in years;
 Single brand retailers, such as Apple and Ikea, can own 100 percent of their Indian stores, up from
the previous cap of 51 percent;
 Both multi-brand and single brand stores in India will have to source nearly a third of their goods
from small and medium-sized Indian suppliers;
 All multi-brand and single brand stores in India must confine their operations to 53-odd cities with a
population over one million, out of some 7935 towns and cities in India. It is expected that these
stores will now have full access to over 200 million urban consumers in India;
 Multi-brand retailers must have a minimum investment of US$100 million with at least half of the
amount invested in back end infrastructure, including cold chains, refrigeration, transportation,
packing, sorting and processing to considerably reduce the post harvest losses and bring
remunerative prices to farmers;
 The opening of retail competition will be within India's federal structure of government. In other
words, the policy is an enabling legal framework for India. The states of India have the prerogative
to accept it and implement it, or they can decide to not implement it if they so choose. Actual
implementation of policy will be within the parameters of state laws and regulations.

The opening of retail industry to global competition is expected to spur a retail rush to India. It has
the potential to transform not only the retailing landscape but also the nation's ailing infrastructure.
A Wall Street Journal article claims that fresh investments in Indian organised retail will generate
10 million new jobs between 2012–2014, and about five to six million of them in logistics alone; even
though the retail market is being opened to just 53 cities out of about 8000 towns and cities in India.

CHAPTER-1(B)
COMPANY PROFILE

INTRODUCTION
 The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is

India‟s largest private sector enterprise, with business in the energy and materials value chain.
Group‟s annual revenues are in excess of U$$ 66 billion. The flagship company, Reliance
Industries Limited, is a Fortune Global 500 company and is the largest private sector company
in India.
 Backward vertical integration has been comerstone of the evolution and growth of Reliance.
Starting with textiles in the seventies. Reliance pursued a strategy of backward vertical
integration – in polyester, fiber intermediates, plastics, petrochemicals, petroleum refining and
oil and gas exploration and production – to be fully integrated along the materials and energy
value chain.
 The group activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals, textiles, retail, infotel and special economic zones.
 Reliance enjoys global leadership in its business, being the largest polyster yarn and fiber
producer in the world and among the top five to ten producers in the world in major
petrochemical products.
 Major Group Companies are Reliance Industries Limited, including its subsidiaries
and Reliance Industrial Infrastructure Limited.

COMPANY PROFILE
Reliance in Retail:
 Reliance Retail (RRL) is a subsidiary of Reliance industries limited, which is based

in Mumbai. RRL was set up in 2006 and marks the foray of the Reliance Group into
organised retail.
 RRL has been conceptualized to include growth for farmers, vendor partners, small
shopkeepers and consumers. It is based on Reliance‟s backward integration strategy, to
build value chain starting from framers to consumers.
Business Division:
Reliance Retail Ltd has a number of company-owned outlets along with a franchisee format that
would be in collaboration with Kirana shop owners. Its various divisions are:

1. Reliance Mart:
It is designed to be an all under one roof supermarket that again caters to household needs.
2. Reliance Fresh:
It was the first amongst various format stores to be launched by Reliance Retail Ltd. The
ideology behind the initiative has been to bring “Farm to fork” thereby removing middle
men and benefitting both farmer and consumer. The stores would typically be of an area of
around 3,000-5,000 sq ft. Each store is to provide fresh fruits, vegetables and also products
of Reliance select and other related groceries.

3. Reliance Super:
It will be a smaller version of the hypermarket format. It is to offer over 10,000 products in
various categories like grocery, home care, stationery, pharmaceutical products apparels &
accessories. FMCG, Consumer durables & IT, automotive accessories and lifestyle products.
Reliance Super stores are to be large supermarkets with an area of 4,000 to 10,000 sq ft. And
will not sell fruits and vegetables like Reliance Fresh.
4. Reliance Digital:
It is a consumer electronics concept mega store. It is designed to be a one stop shop for
all technology solutions in the field of consumer electronics, home appliances, information
technology and telecommunications.
 The stores are to cover an area of more than 15,000 sq ft and offer a variety of over
4,000 products spread across 150 brands along with solution bundles to meet diverse
customer needs. The staff will counsel and guide customers not only to buy products but
also provide complete solutions to ensure consumers buy the right product at the right
price.

5. Reliance Footprint:
• It is a specialty footwear store that would offer over 25,000 pairs of formal, casual,
ethnic, party wear and sportswear in men, women and children footwear. The store is to be
spread over 7,500 square feet and be dedicated to footwear, handbags and accessories.
 The design of footprint was conceptualized by Pavlik of USA which is one of the best
design house in the world keeping in mind the taste and preferences of the Indian
consumer. It shall offer brands from Europe and America like Josef Siebel, Rockport,
Hush puppies, Lee Cooper Clarks, Levis, Nike, Adidas, and more. For kids, Cross and
Disney will be showcased.
6. Reliance Jewels:
It is a stand-alone fine jewellery format. It is to be a one stop shopping destination for

the jewellery. Reliance Retail ventured into gems and jewellery trade the aim of launching
300 stores all over India within a 3 year time frame. With a growing demand for jewellery
and lower competition.
 The gold jewellery range shall include Kolkata filigree, Rajkot minakari jewellery,
Kundan from jaipur, temple jewellery from Kerala, Jaadu from Amritsar and more. In
Diamond jewellery, Reliance Jewels will offer the finest quality of diamonds and the
widest range of daily wear, party wear and wedding designs.

7. Reliance Trend:
It is a specially apparel store that will sell men, women and children‟s garments. The store
will carry the best of national and international brands like John players, Peter England,
Indigo Nation, Wrangler, Rebook, and Lee, apart from in-house brands.
• The store layout is to compliment the evolving taste and preference of fashion savvy
consumers, giving them an opportunity to view shop with ease, along with well trained customer
service associates, to compliment the entire shopping process. Reliance Trends is operation with
123 stores across the country, providing employment to so many people and planning to launch
many new stores.

Company Profile
Company : Reliance Retail
Subsidiary Company : Reliance Trends
Founded : 2007
Headquarters : Mumbai
Chairman and Managing Director : Shri Mukesh Ambani
• The Appeals Luggage and accessories division of reliance retail has announced the launch of
their first Apparel speciality store „Reliance Trends”.
• All the Reliance Trends stores located at different places across Bangalore offer some of the
best Indian and International brands
with each store‟s area of more than 15,000 sq. Ft. Of shopping area, and has been designed and
furnished by the best of the international design agencies to offer a high style and lavish
experience to the Indian consumer.
• The store layout compliments the evolving tastes and preference of fashion savvy consumers,
giving them an opportunity to view/shop with ease, along with an army of well trained customer
service associates to compliment the entire shopping process.

• Riding on the tremendous success of Reliance Mart at variuos locations across India, the
apparel division of Reliance Retail is well on track to democratise and make it attainable to the
masses.
• This is being possible by the extraordinary design pool of Indian and international designers,
integrating the international design trends and preferences of the Indian consumers.
• The company is offering solutions to common maintenance problems through its state of the
art innovative products like Ever White Shirts, Wrinkle free range of garments, aromatic clothes
for infants and quick-dry sportswear that ensures optimum moisture management.
• Product quality has been ingrained into the DNA of Reliance Trend and is integral to the
mission of “Grahak Devo Bhava”. The quality system are designed, implemented and monitored
as per international standards by a highly competent team of professionals.
• To deliver the customer the best value for their money. Only those products that demonstrate
an exemplary safety and quality meeting both implicit and explicit needs of the consumer are
approved for purchase.
• Some of the quality standards that are being followed are American Association of textiles,
chemists and colourists. American Standard, ISO and BIS methods.
• For the first time in organised retail, Reliance Trends introducing Made to Measure tailoring
service offering customised fits to all the customers buying fabric from the store at prices
compatible to neighbourhood tailors.
• Reliance Trends offering a homogenous mix of private label of brands across men‟s,
women‟s, and children‟s category to fulfil every customer‟s requirements.
• The Network range of garments comprises of formal office wear and collection for men and
women, while the Netplay range, showcases a smart casual collection for the evolving
workplace. The DNMX range has been developed with a clear focus on the youth of India,
offering them exclusively crafted fashion garments like Denims, T-shirts etc.
• Sparsh range of Indian wear for women, offers the finest collection of salwar kurtas, churidars
and a fast evolving Mix and Match range of garments. An exclusive label Panda has been
developed for toddlers, while the FRENDZ range of garments would complement the wardrobes
of the growing generation of boys and girls.
• Apart from this private label, the store is also offering some of the most renowned brands in
the country like Levis Strauss Signature, Peter England, Indigo Nation, American Tourister,
John Players etc. Some designer labels either directly or through their sub brands most of these
exclusively for Reliance Trends.

• Continuing the tradition of reaching out to the middle class of the country, the current offering
from Reliance Trends is easily affordable to the Indian consumer. The specific private label
called First Class, is designed to cater to the range of garments cutting across men‟s, women‟s,
and children‟s wear to deliver extreme value to the Indian consumers.
• Taking forward the voice of Shri Mukesh Ambani, Chairman & Managing Director, Reliance
Industries Ltd, Reliance Trends deliver unmatched affordability, quality and chain of products
services to the consumer.
• Reliance Retail continues to fine tune its offering and listening to its customers and learning
from them. This as the Chairman envisions, will be the beginning of transformation of Indian
Retail with benefits for the consumer.
PRIVATE LABLES OF RELIANCE TRENDS


RELIANCE INDIAN BRAND
Reliance Trends is a leading lifestyle retail chain with over 777 retail stores across India.
Reliance Trends offers stylish, high-quality products across Womenswear, Lingerie, Menswear,
Kidswear and fashion accessories through a diversified portfolio of own brands, national and
international brands.
The uniqueness of the store is the core, which delivers "fashion at great value". Spread over
8,000 – 24,000 square feet of shopping area, each Reliance Trends store is designed to offer a unique
shopping experience for the entire family through wide aisles, coordinated displays and highly trained
fashion professionals offering best in class customer assistance.
Reliance Trends customer through www.reliancetrends.com can access a large collection of

fashionable, high quality products at great value delivered at their door steps.
The own brand portfolio includes:
 Rio - a vibrant range of snazzy trends for young women

 Fig - fashion wear for discerning, independent & working women
 Avaasa - a range of Indian wear for women offering the finest collection of Salwar Kurtas,
Churidars and a fast evolving Mix n Match range of garments
 Fusion – a range of fusion wear for women where east meets west & style meets comfort
 Hushh - the lingerie line for women offers an extensive range of innerwear and sleepwear
 Frendz - range of garments that complements the wardrobes of the growing generation of boys
and girls
 Pureza – a collection of pure Cotton & Linen shirts for men
 Network – offering a range of garments which comprises of formal office wear collection for men
and women
 Netplay - range showcases a smart casual collection for the evolving workplace
 The DNMX - range has been developed with a clear focus on the youth of India, offering
them exclusively crafted fashion garments like Denims, T shirts etc.
 Performax - the specialized sportswear or active wear brand, which supports performance in
sporting activity
 Graviti - the innerwear range for men offering the best of inner and lounge wear
 Point Cove – Kidswear brand that features bold colors bringing the California spirit to India

OUR PARTNERSHIPS WITH GLOBAL BRANDS
Reliance Retail has a portfolio of over 45 international brands that spans across the entire spectrum of
luxury, bridge to luxury, high–premium and high–street lifestyle. Reliance Retail operates over 682
stores for these international brands and continues to partner with new and revered international brands.
The strong brand portfolio reinforces Reliance Retail as a partner of choice for best international brands.
Leveraging on to Reliance Retail‟s deep market understanding, unwavering focus and strong operating
capabilities, many International brands from the portfolio have made India a significant market outside
of their home countries and have largest store presence in India then any country. This reflects the trust
and optimism which Reliance Retail and its partner brands share with each other.













New Brand Ambassadors for reliance trends
Apparel and accessories specialty chain of Reliance Retail, Trends has announced its association
with actors Vicky Kaushal and Janhvi Kapoor as brand ambassadors.
Trends‟ new national festive TV campaign featuring Vicky & Janhvi is on air in all leading
channels across genres like general entertainment channels, movie channels, news channels & sports
and will go on until Diwali.
The TV campaign featuring Vicky and Janhvi for the East/Durga Puja markets is also on air in
the leading regional satellite channels of East India. Both the TV campaigns will be supported by an
outdoor campaign featuring Vicky & Janhvi in trends festive collection.



CHAPTER-2
BRAND AWARENESS

INTRODUCTION
Brand awareness refers to the extent to which customers are able to recall or recognize a brand.
Brand Awareness is a key consideration in customer behavior, advertising management, brand
management and strategy development. The consumer‟s ability to recognize or recall a brand is central
to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product
category and a brand within that category. Awareness does not necessarily mean that the customer must
be able to recall a specific brand name, but he or she must be able to recall sufficient distinguishing
features for purchasing to proceed. For instance, if a customer asks her friend to buy her some gum in a
“blue pack”, the friend would be expected to know which gum to buy, even though neither friend can
recall the precise brand name at the time.
Different types of brand awareness have been identified, namely brand recall and brand recognition.
Key researchers argue that these different types of awareness operate in fundamentally different ways
and that this has important implications for the purchase decision process and for marketing
communications. Brand awareness is closely related to concepts such as the evoked set and
consideration set which describe specific aspects of the consumer‟s purchase decision. Consumers are
believed to hold between three and seven brands in their consideration set across a broad range of
product categories . Consumers will normally purchase one of the top three brands in their consideration
set.
Brand Awareness is a key indicator of a brand‟s competitive market performance. Given the
importance of brand awareness in consumer purchasing decisions, marketers have developed a number
of metrics designed to measure brand awareness and other measures of brand health. These metrics are
collectively known as Awareness, Attitudes and Usage (AAU) metrics.
To ensure a product of brand‟s market success. Awareness levels must be managed across the entire
product life-cycle from product launch through to market decline. Many marketers regularly monitor
brand awareness levels, and if they fall below a predetermined threshold, the advertising and
promotional effort is intensified until awareness returns to the desired level.

IMPORTANCE OF BRAND AWARENESS
Brand awareness is related to the functions of brand identities in consumers memory and can be
measured by how well the consumers can identify the brand under various conditions. Brand awareness
is also central to understanding the consumer purchase decision process. Strong brand awareness can be
predictor of brand success. It is an important measure of brand strength or brand equity and also
involved in customer satisfaction, brand loyalty and the customer‟s brand relationships.

Brand awareness is a key indicator of brand‟s market performance. Ever year advertisers invest
substantial sums of money attempting to improve a brand‟s overall awareness levels. Many marketers
regularly monitor brand awareness levels, and if they fall below a predetermined threshold, the
advertising and promotional effort is intensified until awareness returns to desired level. Setting brand
awareness goals/objectives is a key decision in marketing planning and strategy development.
Brand awareness is one of the major brand assets that adds value to the product, service or company.
Investments in building brand awareness can lead to sustainable competitive advantages, thus, leading
to long-term value.
BRAND EQUITY
Brand equity is the sum of assets and liabilities relating to a brand, its name and logo, and the sum of
difference is the value that is offered by the product or service or a company or the company‟s
customers. For the assets and liabilities to have effect on brand equity they have to be related to the
name or logo of the brand. If the brand‟s name or logo changes then, it can either have a positive or a
negative impact on the assets and liabilities of the brand with some of them getting transferred the new
name and logo. The brand equity stands on the assets and liabilities and it can offer from factor to factor
such as, brand loyalty, brand name awareness, how a customer perceives the quality of a brand, and
other proprietary assets such as patent and trade mark.

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

BRAND
BRAND RECALL
RE COGNITION
Brand recall:
Brand recall is also known as unaided recall or spontaneous recall and refers to the ability of the
consumers to correctly elicit a brand name from memory when prompted by a product category. Brand
recall indicates a relatively strong link between a category and a brand while brand recognition indicates
a weaker link. When prompted by a product category, most consumers can only recall a relatively small
set of brands, typically around 3–5 brand names. In consumer tests, few consumers can recall more than
seven brand names within a given category and for low-interest product categories, most consumers can
only recall one or two brand names.
Research suggests that the number of brands that consumers can recall is affected by both individual
and product factors including; brand loyalty, awareness set size, situational, usage factors and education
level. For instance, consumers who are involved with a category, such as heavy users or product
enthusiasts, may be able to recall a slightly larger set of brand names than those who are less involved.
Brand recognition:
Brand recognition is also known as aided recall and refers to the ability of the consumers to correctly
differentiate the brand when they come into contact with it. This does not necessarily require that the

consumers identify the brand name. Instead, it means that consumers can recognize the brand when
presented with it at the point-of-sale or after viewing its visual packaging. In contrast to brand recall,
where few consumers are able to spontaneously recall brand names within a given category, when
prompted with a brand name, a larger number of consumers are typically able to recognize it.
MEASURING BRAND AWARENESS
Just as different types of brand awareness can be identified, there are a variety of methods for
measuring awareness. Typically, researchers use surveys, carried out on a sample of consumers asking
about their knowledge of the focus brand or category.
Two types of recall test are used to measure brand awareness.
 Unaided recall tests: where the respondent is presented with a product category and asked to
nominate as many brands as possible. Thus, the unaided recall test provides the respondent with no
clues or cues. Unaided recall tests are used to test for brand recall.
 Aided recall test: where the respondent is prompted with a brand name and asked whether they
have seen it or heard about it. In some aided recall tests, the respondent might also be asked to
explain what they know about the brand e.g.
 To describe package, colour, logo or other distinctive features. Aided recall tests are used to test for
brand recognition.
 Other brand-effects tests: In addition, to recall tests, brand research often employs a battery of
tests, such as brand association tests, brand attitude, brand image, brand dominance, brand value,
brand salience and other measures of brand health. Although these tests do not explicitly measure
brand awareness, they provide general measures of brand health and often are used in conjunction
with brand recall tests.
To measure brand salience, for example, researchers place products on a shelf in a supermarket,
giving each brand equal shelf space. Consumers are shown photographs of the shelf display and ask

consumers to name the brands noticed. The speed at which consumers nominate a given brand is an
indicator of brand's visual salience. This type of research can provide valuable insights into the
effectiveness of packaging design and brand logos.
Metrics used to measure brand effects are collectively termed AAU metrics (Awareness, Attitudes
and Usage).
BRAND AWARENESS AND THE HIERARCHYOF EFFECTS
Brand awareness is a standard feature of a group of models known as hierarchy of effects models.
Hierarchical models are linear sequential models built on an assumption that consumers move through a
series of cognitive and affective stages, beginning with brand awareness (or category awareness) and
culminating in the purchase decision. In these models, advertising and marketing communications
operate as an external stimulus and the purchase decision is a consumer response.
A number of hierarchical models can be found in the literature including DAGMAR and AIDA. In a
survey of more than 250 papers, Vakratsas and Ambler (1999) found little empirical support for any of
the hierarchies of effects. In spite of that, some authors have argued that hierarchical models continue to
dominate theory, especially in the area of marketing communications and advertising.
The hierarchy of effects developed by Lavidge in the 1960s is one of the original hierarchical
models. It proposes that customers progress through a sequence of six stages from brand awareness
through to the purchase of a product.

Hierarchical models have been widely adapted and many variations can be found, however, all follow
the basic sequence which includes Cognition (C)- Affect (A) - Behaviour (B) and for this reason, they
are sometimes known as C-A-B models. Some of the more recent adaptations are designed to
accommodate the consumer's digital media habits and opportunities for social influence.

Stage 1: AWARENESS - The consumer becomes aware of a category, product or brand
(usually through advertising)
↓
Stage 2: KNOWLEDGE - The consumer learns about the brand (e.g. sizes, colours, prices,
availability etc)
↓
Stage 3: LIKING - The consumer develops a favourable/unfavourable disposition towards the
brand
↓
Stage 4: PREFERENCE - The consumer begins to rate one brand above other comparable
brands
↓
Stage 5: CONVICTION - The consumer demonstrates a desire to purchase (via inspection,
sampling, trial)
↓
Stage 6: PURCHASE - The consumer acquires the product
MARKETING IMPLICATIONS OF HIERARCHIAL MODELS
It should be evident that brand awareness constitutes just one of six stages that outline the typical
consumer's progress towards a purchase decision. While awareness is a necessary precondition for a
purchase, awareness alone cannot guarantee the ultimate purchase. Consumers may be aware of a brand,
but for different reasons, may not like it or may fail to develop a preference for that brand. Hence, brand
awareness is an indicator of sales performance, but does not account for all sales performance. For these
reasons, marketers use a variety of metrics, including cognitive, affective and behavioral variables, to
monitor a brand's market performance.
As consumers move through the hierarchy of effects (awareness→ knowledge→ liking→

preference→ conviction→ purchase), they rely on different sources of information to learn about
brands. While main media advertising is useful for creating awareness, its capacity to convey long or

complex messages is limited. In order to acquire more detailed knowledge about a brand, consumers
rely on different sources such as product reviews, expert opinion, word-of-mouth referrals and brand/
corporate websites. As consumers move closer to the actual purchase, they begin to rely on more
personal sources of information such as recommendations from friends and relatives or the advice of
sales representatives. For example, the opinion of an influential blogger might be enough to shore up
preference/conviction while a salesperson might be necessary to close the actual purchase.
The Purchase Funnel indicates that awareness is a necessary precondition for purchase
All hierarchical models indicate that brand awareness is a necessary precondition to brand attitude or
brand liking, which serves to underscore the importance of creating high levels of awareness as early as
possible in a product or brand life-cycle. Hierarchical models provide marketers and advertisers with
basic insights about the nature of the target audience, the optimal message and media strategy indicated
at different junctures throughout a product's life cycle. For new products, the main advertising objective
should be to create awareness with a broad cross-section of the potential market. When the desired
levels of awareness have been attained, the advertising effort should shift to stimulating interest, desire
or conviction. The number of potential purchasers decreases as the product moves through the natural
sales cycle in an effect likened to a funnel. Later in the cycle, and as the number of prospects becomes
smaller, the marketer can employ more tightly targeted promotions such as personal selling, direct mail
and email directed at those individuals or sub-segments likely to exhibit a genuine interest in the
product or brand.

3 STEPS FOR BUILDING A BRAND AWARENESS STRATEGY
Building a strong brand awareness strategy isn't just a great idea - a solid strategy helps you directly
impact your company's bottom line sales figures. A great brand awareness strategy requires a multi-
faceted approach to improving brand engagement with past, current, and future customers. In a world
where 70 percent of buying experiences are based on how the customer feels they are being treated, it is
incredibly important that brands establish a loyal following of active customers. To truly understand if
your brand awareness marketing tactics have actually converted loyal followers into active customers,
marketers need to first undertake three important steps:

Step 1: Segment Branding Efforts to Target Highly Specific Audiences
In a similar fashion to direct response marketing campaigns, brand awareness strategies should
continue to focus on capturing the attention of current customers. These customers can be identified as
those individuals whom have shown an interest by visiting the company website, reading company
announcements, or otherwise indicated an intent to purchase.
To make the most of branding efforts, marketers should focus their attention on the brand's identified
target market. Through increased efforts marketers can increase brand-awareness to a larger, more
qualified audience. Audiences can be found online via the brand website or through direct targeting on
the right social media networks at the right time.
Step 2: Use Search Result Retargeting to Establish Strong Brand Recall
Retargeted ads are a type of digital display ad that "retargets" a user who has visited your website or
interacted with a digital asset. Using digital retargeting, especially in display ads, can stimulate brand
recall and encourage prospects to come back to your site. There are four general ways that you can use
retargeting to establish stronger brand recall amongst current and prospective customers:
 Retarget individuals with a preliminary brand awareness.

 Retarget people who have previously visited your site.
 Focus on people who have opened an email.
 Track users who have searched for your product by name.
In addition to retargeting efforts, be sure to customize your marketing messages. One of the best
methods for customizing marketing messages is to develop an A/B Split Test. This test is one of the
most effective ways to measure improvements to your online brand presence.
During an A/B Split Test, you can run two versions of the same piece of content at the same time to
equally sized audiences. Measure the results to gain powerful insights into the mindset of your
audience. Knowing what your audience prefers can help you to create more impactful marketing
messages. In addition to A/B Split Testing, the following tactics can help you to create more powerful,
customized messages:
 Using available data to improve personalization within your targeted marketing messages.
 Being proactive in your searches for the ideal target audiences.
 Finding customers where they are instead of waiting for them to come to you.
Step 3: Make Social Customer Engagement a Priority
Did you know that in 2014 92 percent of marketers agreed that social media was important for their
business? However, only 72 percent of marketers use social media to develop loyal fans. Instead of
sitting passively by while fans come to your brand's social media accounts, you will need to proactively
search for your targeted (soon to be loyal) audience.
In 2015 and beyond, success on social media networks will require marketers to take a proactive,
rather than reactive, stance. Being proactive can help you to increase brand awareness in your audience
and the ROI of your social media marketing.
By being proactive you can:
 Build a better brand experience for customers.

 Improve prospective customer engagement levels.
 Help prospective customers become loyal brand followers.
 Engage in a dual conversation between your past, present, and future customers.
 Turn leads into profitable sales.

TECHNIQUES USED IN BUILDING BRAND AWARENESS
1. Get influencers to display your art or other product:
Inviting influencers into your niche is a great way to increase brand awareness and hopefully drive
sales. When influencers have an established audience that knows and trusts them, once they mention
your product(s) and discuss your brand in their content, those mentions will expand your reach and
increase people‟s awareness of your product.
Ikonick is a perfect example of a company that works directly with influencers: It sells canvas art for
your home and office. The way Ikonick uses influencers involves providing them with art and having
those influencers pose with the art, then share the photos on social media.
"Our relationships are an important part of our business," co-founder Mark Mastrandrea told me.
"Our relationships make up our community, and the community is how our brand grows."
Ikonick uses all types of influencers, from Instagram photographers to celebrities. The company's
social strategy has enabled it to scale and grow exponentially because its influencers become part of its
sales team -- even ambassadors. The relationship is mutually rewarding, Mastrandrea said.
Companies can also offer to sponsor influencers at an event (if they do that sort of thing) and even
use them as spokespersons for their brand and product(s). A lot of CrossFit-related companies do this,
including Rogue Fitness, which sponsors certain athletes with clothing. The athlete then becomes a
walking billboard for the company.
2. Use branded packaging
Have you ever received an order that came in branded packaging? Rather than see it as just
another shipment, perhaps you felt that that that special branding made the package seem like a gift.
Packlane is a company that allows companies to design custom packaging, using their own logo and
branding to enhance the customer experience. The team has created unique boxes for L'Oreal, HP,
Shopify and RedBull, to name a few.
The team knows that the product experience doesn't commence at first use, but rather at the unboxing
stage. How companies present their brand, and the story they tell through their design and graphics, can
create an emotional connection with the customer that may last even longer than the product itself.
Branded packaging offers an additional touchpoint to the value your brand gives to each customer‟s
experience, and helps distinguish you from marketplace competitors. Overlooking your product‟s
packaging is a missed branding opportunity in today‟s ultra-competitive market landscape.

3. Do your SEO research.
Have you heard that the majority of consumers don‟t look past the first page of search results, and
the majority of people in that group don‟t look past the first few results on the page?
Think about how powerful that SEO is for companies pitching to prospects. If competitors are all
citing the same information, though, it loses some of its power because of all those companies trying to
get new clients.
Researching SEO strategies related to your niche, products or services can help you increase brand
awareness. This research will set you apart as an expert and leader in your industry. Jaaxy.com is a
great tool that helps you conduct the right type of research because it provides specific keyword
research.
4. Double-down on social.
Instagram is a social media platform with power. It‟s said that a picture is worth a thousand words,
and Instagram lets you promote that story via the image(s) you post and the text you narrate. It‟s a great
tool for friends and family to keep up with one other, and it's just as good for brands reaching out to
their consumers.
Azazie sells bridesmaids' and bridal wedding gowns. To do that, it's become hyper-focused on
growing its social communities, especially on Instagram.
The reason is that on that platform, the company can ask new brides to share images of their special
day -- and their experiences with Azazie's dresses. Not surprisingly, Azazie's Instagram page is full of
beautiful photos that inspire other brides-to-be to imagine themselves in one of its gowns.
Best of all, Azazie harnesses the power of social proof by leveraging testimonials (and personal
images) from the customers it's helped make gorgeous brides and bridal party members.
Then there's Facebook: Like Instagram, Facebook has the power to increase brand awareness and
create a community. Gallant Dill is a self-made entrepreneur who's built a community through
his Facebook group. Dill's business is a mentoring program which teaches entrepreneurs how to build
and scale their companies.
Facebook helps him speak directly to this community and share the results of his different mentoring
programs and products. Just 26 years old, he has multiple multi-million dollar businesses, a feat which
testifies to his intelligence but also to the power of social communities.


5. Step up your game on Twitter
Twitter is yet another big social media platform for brand awareness because it helps you publish
news and interact with customers already talking about your business.
Wendy‟s, for instance, has built a reputation on Twitter and increased its brand awareness by
responding to media mentions of its brand, as well as competitors‟ posts with quippy, sassy and
hilarious remarks. One of the best examples occurred when a user called out the company, asking where
the closest McDonald's was.
Wendy's responded with a trash can image.
Then there are Wendy's tweets (here are some examples shared by BoredPanda). Whether you like
Wendy‟s or not, it‟s hard not to appreciate its roasts -- and keep the brand top of mind.
6. Take advantage of Google’s AdSense auto ads
Finally, paid ads are a great way to get your name and website in front of your target audience, but
narrowing down your audience and getting your pitch just right can be tricky.
Google recently announced its new AdSense Auto ads, which show publishers the best place to create
and optimize their ads.
Through machine learning technology, Auto Ads can be automatically placed on sites that are best for
your brand. There, they effectively reach your target audience, giving you a greater return on
investment.
CREATING AND MAINTAINING BRAND AWARENESS
Brand advertising can increase the probability that a consumer will include a given brand in his or her
consideration set. Brand-related advertising expenditure has a positive effect on brand awareness levels.
Virtually anything that exposes consumers to a brand increases brand awareness. “Repeat brand
exposure in stores improves consumers' ability to recognize and recall the brand.” Increased exposure to
brand advertising can increase consumer awareness and facilitate consumer processing of the included
information, and by doing this it can heighten consumers brand recall and attitude towards the brand.

To increase the probability of a product's acceptance by the market, it is important to create high
levels of brand awareness as early as practical in a product or brand's life-cycle. To achieve top-of-mind
awareness, marketers have traditionally, relied on intensive advertising campaigns, especially at the
time of a product launch. To be successful, an intensive campaign utilises both broad reach (expose
more people to the message) and high frequency (expose people multiple times to the message).
Advertising, especially main media advertising, was seen as the most cost efficient means of reaching
large audiences with the relatively high frequency needed to create high awareness levels. Nevertheless,
intensive advertising campaigns can become very expensive and can rarely be sustained for long
periods. Alhaddad (2015) indicates that advertising awareness plays as a good source of meaning and
identity for a brand by enhance brand awareness and brand image in social media
As new products enter the market growth stage, the number of competitors tends to increase with
implications for market share. Marketers may need to maintain awareness at some predetermined level
to ensure steady sales and stable market share. Marketers often rely on rough and ready 'rules-of-thumb'
to estimate the amount of advertising expenditure required to achieve a given level of awareness. For
instance, it was often held that to increase brand awareness by just one per cent, it was necessary to
double the dollars spent on advertising.

When a brand becomes established and attains the desired awareness levels (typically outlined in the
marketing plan), the brand advertiser will shift from an intensive advertising campaign to a reminder
campaign. The objective of a reminder campaign is simply to keep target audiences aware of the brand's
existence and to introduce new life into the brand offer. A reminder campaign typically maintains broad
reach, but with reduced frequency and as a consequence is a less expensive advertising option.
Reminder advertising is used by established brands, often when they are entering the maturity stage of
the product lifecycle. In the decline stage, marketers often shift to a caretaker or maintenance program
where advertising expenditure is cut back.
While advertising remains important for creating awareness, a number of changes in the media
The rise of digital media and social networks is changing the way that consumers search for
landscape and to consumer media habits have reduced the reliance on main media advertising. Instead,
product information.
marketers are seeking to place their brand messages across a much wider variety of platforms. An
increasing amount of consumer time and attention is devoted to digital communications devices - from
computers and tablets through to cellphones. It is now possible to engage with consumers in a more cost
efficient manner using platforms such as social media networks that command massive audiences. For
example, Facebook has become an extremely important communications channel. Moreover, social
media channels allow for two-way, interactive communications that are not paralleled by traditional
main media. Interactive communications provide more opportunities for brands to connect with
audience members and to move beyond simple awareness, facilitating brand preference, brand
conviction and ultimately brand loyalty.
The rise of social media networks has increased the opportunities for opinion leaders to play a role in
brand awareness. In theory, anyone can be an opinion leader e.g. celebrities, journalists or public
figures, but the rise of the digital environment has changed our understanding of who is a potentially
useful influencer. Indeed, the digital environment has created more opportunities for bloggers to
become important influencers because they are seen as accessible, authentic and tend to have loyal
followings. Bloggers have become key influencers in important consumer goods and services including
fashion, consumer electronics, food and beverage, cooking, restaurant dining and bars. For example, a
recent survey by Collective Bias, showed that when it comes to product endorsements digital
influencers are more popular than celebrities. Findings showed that only 3% of participants said they
would consider buying a celebrity-endorsed item, in comparison to 60% who said they had been
influenced by a blog review or social media post when shopping. For marketers, the digital landscape
has made it somewhat easier to identify social influencers.

The Effect of Brand Awareness on Consumer Buying Behavior
Brand awareness is a key component of marketing efforts, as harried consumers overwhelmed

by the amount of commercial messaging they see or hear use mental shortcuts to make their decision.
Imprinting in their minds what your brand is and what it stands for can increase sales, particularly in
areas where few obvious differences are apparent among competitors.
Studies:
Consumers employ heuristics to make their purchasing decisions, using mental shortcuts to
streamline the process and avoid being paralyzed by the number of available options or the need for
constant comparisons among competitors. Multiple studies have shown that brand awareness is a
prevalent choice tactic for consumers inexperienced in buying a product. A 1990 Hoyer and Brown
study first linked brand awareness to consumer preferences, and the findings have been confirmed in
several subsequent efforts.
Buying Habits:
Studies have shown that customers decide more quickly from among a number of options that
includes one known brand than they decide with a set that includes only unfamiliar ones. Upon
exposure to other brands, the instances of selecting the original based on awareness declined, but most
still chose the same high-awareness brand they picked initially. Consumers in a study conducted under
the auspices of two Australian universities sampled fewer brands in product trials when there was
awareness of one of the brands than in studies in which all were unknown.

Implications:
Building brand awareness can increase your market share in a number of ways. Being the first to
get your brand implanted in customers' minds increases the barrier to entry that other brands may face
later. If your industry is more competitive or already has established players, you‟ll likely have to be
more aggressive in your approach, but you still can become one of the brands consumers consider if
they become more aware of your name. The Australian study also indicated that the awareness effect is
mediated by cost, so increasing brand awareness cannot necessarily be followed by an increase in the
price of your product or services.
Techniques:
To build brand awareness, you must make sure your target market is exposed to your products
and recognizes them in multiple ways. An identifiable logo and distinct brand message can present the
repetition that can make your name memorable. Getting your brand exposed to the audience can take
place via multiple distribution platforms, from direct marketing to traditional advertising to social media
to public relations. While the strategy for each particular campaign may vary, a consistent depiction of
the brand, and a commitment to following up on the promises made in the initial exposure, help bring
your product to the forefront of consumers‟ minds when it‟s time to make a decision to purchase.

How to test and measure the different brand awareness types
A variety of methods are used to measure the different types of brand awareness. The most
common one is surveys. The surveys involve samples of customers whose knowledge of a brand or
product category is tested.
The types of tests used for brand awareness:
1. Unaided recall tests
A consumer is presented with a product category. They are then asked to nominate brands. No
clues or cues are given. These are usually tests for brand recall.
Calculating brand recall
You need to have conducted a survey in order to calculate brand recall. Divide the number of
survey respondents who managed to correctly identify or suggest your brand by the total participants in
the survey. Multiply the results by 100. This should convert it to a percentage.

Brand Recall helps measure pre-purchase awareness.
More metrics like website traffic growth and net promoter score are required in order to measure
purchase intent which can shed more light into purchases.
2. Aided recall tests
The consumer is prompted with a brand name and then asked whether they have seen or heard it
before. The consumer might be asked to explain what they know about a brand or describe its visual
features like packaging, logos or brand colors. These tests are used for brand recognition.
3. Other brand-effects tests
These are used in conjunction with brand recall tests. They may not be measures of brand
awareness, but are used to indicate brand health. Let‟s delve into a few of these.
Brand association tests
A good example that will help you understand brand associations is what can is referred to as
“PR disasters”. If they get to social media, it could completely destroy a brand‟s reputation. A brand
association test is usually done via surveys and/or focus groups. These tests could be affected by
response bias due to the pressure at the back of their minds to give maybe favorable answers to the
direct questions. They could also be a bit costly, so you may need to have the surveys done online.
When done online, the respondents could be shown a brand logo and are asked to type the first
word that they would use to describe the brand. Sometimes, the respondents may be asked to type up to
5 words. With online surveys, respondents may get brand names mixed. The number of brands that
respondents can identify online are also limited. Here are Coke brand associations.

Brand attitude
This is simply what customers feel or think about your brand. Brand attitude can be described
via words like favorable, unfavorable, or neutral. To test for brand attitude, you need to have a set of
statements that respondents agree or disagree with. The choices could range from strongly disagree to
strongly agree. You can also test both general and specific concepts. You may want your brand‟s
favorability ranking well when compared with competition, this is why the test is performed.
Specific concepts that you may want to test include brand and product characteristics, as well as
the experiences associated with the brand or product (these concepts are known as brand pillars, the
attributes that you would like your brand to communicate). Brand pillars have to do with the value your
customers feel that they get from your product/service, whether your customers feel that they trust your
brand, and whether they feel that your product is of good quality.
It helps to find out how respondents arrived at the expressed views. Allow them to give this
feedback using their own words. This will give further insights on what contributes attitudes towards
your brand and the areas of improvement that you need to focus on.
Brand affinity analysis
This is an analysis of the words that are associated with a brand. Usually the set of words is
presented to the respondents. It is classified into positive and negative terms. You then need to calculate
and tabulate the responses. Here is an example:

Brand Salience
An example of how brand salience is measured would be in supermarkets. Products are placed
on a shelf each with equal shelf space. Customers are then shown photos of that shelf and asked to name
the brands. The speed at which the consumers nominate a brand is what is referred to as visual salience.
This is used as a test of a product‟s visual identity (logos, packaging, and brand colors).

Role of Brands in Retail Business
1. Manufacturer Brands:
Generally a retailer‟s major portion of profits come from sale of manufacturer‟s brands such as
Bata, Vimal, Peter England, Cotton County, Koutons, English Channel, Priknit, Nestle, Samsung etc.
These brands are also known as „National‟ or „Global‟ brands. It has been seen that big retailers have
various shops/boutiques within their stores for separate brands, like in case of clothing; a retailer has
separate display for Vimal brand, Raymond, Bhilwara, Siyaram, Bombay Dyeing and Donear. Offering
a category by national brand rather than in a traditional way (all brands at same place) is always
significant and builds the image of a retailer.
Manufacturer brands usually take less promotional efforts as compared to private brands.
Manufacturers utilize considerable efforts in terms of money and R & D to create demand for their
products. Consequently, on the part of a retailer it takes less time to convince the customers and sell
manufacturer goods. Further, customers go to a store and without looking for what is displayed, ask for
particular brand by name because they know what they are buying and how the product will perform.
Having manufacturers‟ brands may build or loose store image, for instance if the manufacturer
brand is available in a limited number of stores, customers loyal to the manufacturer brand will
automatically become loyal to these limited stores.
On the other hand, in case of manufacturer brand is easily available from a number of stores,
customers may go to any store as per their convenience and comfort, resulting in decreasing store
loyalty, and in this case, retailers will find themselves helpless – how to differentiate from their
competitors.
The other problem with offering manufacturer brand is that they can limit a retailer‟s flexibility
towards selling operations such as Koutons and Cantabil (clothes providers) instruct the retailers about
how to display the clothes and how and when their merchandise should be advertised.
Lastly, selling manufacturer brands is less profitable option rather than offering private brands,
as former one provide very less profit percentage. The reason is that manufacturer
would like to meet the promotional expense and retailers‟ situation for having these brands at any cost.
As these brands are easily and widely available, retailers offer significant discount to increase customer
traffic on the cost of their profit margins.

2. Licensed Brands:
Like manufacturer brands, this category is also becoming popular in newly born organized retail
industry. In this category, a well established brand name (known as licensor) enters in a contract with
outsider for developing, producing and selling the merchandise under defined set of terms and
conditions. This license may be either given to a retailer having large chain stores or to a third party
who then sells to the retailers. In recent years, due to the popularity of outsourcing concept, big and
established manufacturer brands are giving license in and/or outside the country under multi-year
agreements.
3. Private Label Brands:
Private Label Brands (commonly known as private or store‟s own brands) are the brands exclusively
developed by a retailer and are sold from that retail store only. For example, Vishal Mega Mart has
almost all store brands in each category they are into. Private brands usually are affordable and lead to
customers‟ loyalty towards the store as compared to manufacturer brands.
Various reasons for the growth of so called store brands are:
(i) These are cheaper to the tune of 20-40% as compared to similar category of manufacturer brands due
to own production and absence of intermediaries for selling.
(ii) Due to store‟s brands, customers don‟t hesitate to buy as they know there is someone who will
listen to them in case of any defect or nonperformance.
(iii) As these are stores own creations, replacing the items under warranty or guarantee arrangements,
does not make much time as retailer (store) do not has to send these defective items of merchandise to
third parties.

(iv) With the emergence of new form of store branding, i.e. the premium brand, offers same quality or
in some cases even exceeds that of manufacturer brands while selling it for a low price.
However, retailers need to understand that while creating private brands that it is not always feasible
and profitable option especially in case where demand for products is limited that can disturb the
company‟s budget on development, manufacturing and packaging the goods. Therefore, private brand
programme should have the proper mix of price, quality, features and product differentiation otherwise
retailers‟ gross margin may suffer on account of non-performance of few brands.

CHAPTER-3

Research Design is the plan, structure and strategy of investigation conceived so as to obtain
answer to research questions and to control variance .Research design is in the fact the conceptual
structure with in which the research is conducted. Bernard Philips has described the research design as
a “blue print for the collection measurement and analysis of data.”
Research Methodology is a scientific and systematic way to solve research problems. A research
has to design its methodology, i.e., in addition to the knowledge of methods or techniques, he has to
apply the methodology is wider than research methods. In a way, research methodology deals with
research methods and into consideration the logic behind the methods, we use.
Research Type
For the present study descriptive research design will be
applied Descriptive research design;
 This study describes the phenomena under study
 The data collected here may relate to the demographic or the behavioral variables of the
respondents understudy.
 The research has got very specific objective, clear cut data requirements and uses a large
sample which is drawn through a profitability sampling design.
 The recommendation or findings in a descriptive research are definite.

Sources of data:
 For the present study both primary and secondary data will be used.
Primary data:
 Primary data is one which collected by the investigator himself for the purpose of specific
inquiry or study such data is original in character and it is generated by surveys conducted
by individuals or research institutions.
 For the present study the primary data will be collected using survey method with a
structured questionnaire.
Secondary data:
 When an investigator uses the data which has already collected by others, such data is called
secondary data. The secondary data can be obtained from journals, reports, Government
Sampling:
 Sampling refers to the investigations of a part of the whole population or universal. A

sampling procedure is a technique of selecting a sample from a given population. A
statistical sample, according to Calvin, is a miniature picture or cross section of the entire
group or aggregate from which the sample is taken. The entire group from which a sample is
chosen is known as the population”, universe‟‟, of „‟supply‟‟. In short samples represents
the whole population and by observing the samples certain inferences may be made about
population

Sample size:
 The sample size for distribution of questionnaire to the customers are 40 only
 The samples for the dealers are limited to 10 dealers only
Tools:
 For the present study the statistical tools used are correlation, chi-square and
other normal percentage.


STATEMENT OF THE PROBLEM
A Study on Brand Awareness on RELIANCE TRENDS pvt..Ltd will help in studying the
ways to create Brand Awareness in customers and it enables to analyze plans of the company in view of
competition. A careful and through study of the factors enables the company to with stand changing
situations that favor to the company.

OBJECTIVES OF THE STUDY
 To study Brand Awareness through employee and customers with regard of reliance trends.
 To find out methods to create awareness on brand to customers and employees of the store.
 To analyse consumer awareness level on Reliance trends.
 To find out customer loyalty towards Reliance trends and factors affecting customer loyalty.

NEED OF THE STUDY
The reliance industry is basically retail based industry. Through this study we are going to identify
the importance of Brand Awareness in retail industry .How it is benefited in the retail industry
relevance of implementing Brand Awareness and what role does information technology can play in
Brand Awareness.

LIMITATIONS
 The study is limited to RELIANCE TRENDS pvt ltd .Madanapalle,, Chittoor dist only.
 The study is confined to the customers who are in Madanapalli region only.
 The sample sizes for distribution of questionnaire to the customers are 40 only.
 Respondents may gave biased answers for the given data.some of the respondents did not like
to respond.

CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION

QUESTION 1: Why people prefer your brands?
PREFER VALUES PERCENTAGES

A. Quality 15 60
B. Price 0 0
C. Image 0 0
D. All of the above 10 40
Total 25 100
60
50
40
30 Series1
20
10
0
A. Quality B. Price C. ImageD. All of the
above
INTERPRETATION:
From the chart, it is observed that the people prefer the brands in Reliance Trends, Madanapalle due to
quality, price and image. 60% of employees agreed that people prefer brands because of quality. And
remaining 40% of employees agreed to all of the above i.e, quality, price, image.

QUESTION 2: Do customers trust your brand?
TRUST VALUES PERCENTAGES

A. Yes 25 100
B. No 0 0
Total 25 100
100
90
80
70
60
50 Series1
40
30
20
10
0
A. YesB. No
INTERPRETATION:
From the chart, it is observed that the customers trust their brand in Reliance Trends, Madanapalle. And
employees agreed that 100% of customers trust their brands.

QUESTION 3: Which of the following features people prefer the most?
FEATURES VALUES PERCENTAGES

A. Affordable 0 0
B. Stylish 15 60
C. Modern 10 40
E. Popular 0 0
Total 25 100
60
50
40
30 Series1
20
10
0
A. AffordableB. Stylish C. ModernD. Popular
INTERPRETATION:
From the chart, it is observed that the customers prefer stylish and modern features in Reliance Trends,
Madanapalle. And the employees agreed that 60% of customers prefer stylish and 40% customers prefer
modern features of their brands.

QUESTION 4: How people get to know about your brands?
ABOUT BRANDS VALUES PERCENTAGES

A. Through customers 10 40
B. Advertisements 10 40
C. Social media 5 20
D. Others 0 0
Total 25 100
40
35
30
25
20
15
10
Series1
5
0
INTERPRETATION:
From the chart, it is observed that the customers know about their brands through customers,
advertisements, social media of Reliance Trends, Madanapalle. And the employees agreed that 40% of
customers get to know about their brands through customers, 40% of customers through advertisements
and 20% of customers through social media.

QUESTION 5: What is the value of your brand in present criteria?
VAIUE OF BRAND VALUES PERCENTAGE

A. Excellent 5 20
B. Good 20 80
C. Average 0 0
D. Not satisfied 0 0
Total 25 100
80
70
60
50
40
30
20 Series1
10
0
A. ExcellentB. Good C. Average D. Not
satisfied
INTERPRETATION:
From the chart, it is observed that in Reliance Trends, Madanapalle. 80% of employees agreed that the
value of their brand is good in present criteria and 20% of employees agreed that the value of their
brand is excellent in present criteria.
SHRI GNANAMBICA DEGREE Page

QUESTION 6: Does your brand customize the products according to the needs/wants of the
customers?
NEEDS/WANTS VALUES PERCENTAGES

A. Yes 25 100
B. No 0 0
Total 25 100
100
90
80
70
60
50 Series1
40
30
20
10
0
A. YesB. No
INTERPRETATION:
From the chart, it is observed that in Reliance Trends, Madanapalle. The employees agreed that 100%
of customers get their products customize according to the needs and wants.

QUESTION 7: What is your target group?
TARGET VALUES PERCENTAGES

A. College students 5 20
B. Employees 5 20
C. Families 15 60
D. Others 0 0
Total 25 100
60
50
40
30 Series1
20
10
0
A. College B. EmployeesC. Families D. Others
students
INTERPRETATION:
From the chart, it is observed that in Reliance Trends, Madanapalle. The employees agreed that they
target 20% of college students, 20% of employees and 60% of families.

QUESTION 8: Does the company‟s leadership live up to the brand‟s value?
COMPANY’S VALUES PERCENTAGES

LEADERSHIP
A. Yes 25 100
B. No 0 0
Total 25 100
100
90
80
70
60
50 Series1
40
30
20
10
0
A. YesB. No
INTERPRETATION:
From the chart, it is observed that in Reliance Trends, Madanapalle. 100% of employees agreed that the
company‟s leadership live up to the brand‟s value.

QUESTION 9: How much customers care about using your brands?
CARE VALUES PERCENTAGES

A. Slightly 10 40
B. Strongly 15 60
C. Not much 0 0
D. Never 0 0
Total 25 100
60
50
40
30 Series1
20
10
0
A. SlightlyB. StronglyC. Not muchD. Never
INTERPRETATION:
From the graph, it is observed that in Reliance Trends, Madanapalle. 40% of employees agreed that
customers slightly care about using the brands and 60% of employees agreed that customers strongly
care about using the brands.

QUESTION 10: Which factor influence customers for branded products?
INFLUENCE VALUES PERCENTAGES

A. Price 0 0
B. Product quality 25 100
C. Advertisements 0 0
D. Style 0 0
Total 25 100
100
90
80
70
60
50
40
Series1
30
20
10
0
INTERPRETATION:
From the chart, it is observed that in Reliance Trends, Madanapalle 100% of employees agreed that the
product quality influence customers for branded products.

QUESTION 11: Which of the following according to you help build a good brand image?
BRAND IMAGE VALUES PERCENTAGES

A. Communication 5 20
strategies
B. Competitive pricing 0 0
C. Quality 10 40
D. Free trials and 10 40
discounts
Total 25 100
40
35
30
25
20
15
10
5 Series1
0
INTERPRETATION:
From the chart, it is observed that in Reliance Trends, Madanapalle 20% of employees agreed that
communication strategies helps to build a good brand image, 40% of employees agreed that quality
helps to bulid a good brand image and 40% of employees agreed that free trials and discounts helps to
build a good brand image.

QUESTION 12: Which brand of casuals does your store have or own?
CASUALS VALUES PERCENTAGES

A. Jeans 15 60
B. Cargos 0 0
C. T-Shirts 10 40
D. Others 0 0
Total 25 100
60
50
40
30 Series1
20
10
0
A. Jeans B. Cargos C. T-Shirts D. Others
INTERPRETATION:
From the graph, it is observed that in Reliance Trends, Madanapalle 60% of employees agreed that
they have more jeans as casuals at their store and 40% of employees agreed that they have more t-shits
as casuals in their store.

QUESTION 13: What does your brand gives to the customers?
BRAND VALUES PERCENTAGES

A. Recognition 0 0
B. Satisfaction 15 60
C. Value for money 5 20
D. Any other 5 20
Total 25 100
60
50
40
30 Series1
20
10
0
A. B. C. Value forD. Any other
RecognitionSatisfaction money
INTERPRETATION:
customers are satisfied with their brand, 20% of employees agreed that customers feel that their brand
gives value for money and 20% of employees agreed that any other factor influences the customers
about their brand.

QUESTION 14: The price of your brand?
PRICE VALUES PERCENTAGES

A. Is as per customer 20 80
expectations
B. Is more than customer 0 0
expectations
C. Is less than customer 0 0
expectations
D. Can‟t say 5 20
Total 25 100
80
70
60
50
40
30
20
Series1
10
0
A. Is as per B. Is more C. Is less than D. Can't say

customer expectations
than customercustomer
expectations
expectations
INTERPRETATION:
From the graph, it is observed that in Reliance Trends, Madanapalle 80% of employees agreed that the
price of their brand is as per customer expectations and remaining 20% of employees agreed that there
are some other factors that they can‟t say.

QUESTION 15: Would you agree that your brands provide high quality service?
QUALITY SERVICE VALUES PERCENTAGES

A. Yes 25 100
B. No 0 0
Total 25 100
100
90
80
70
60
50 Series1
40
30
20
10
0
A. YesB. No
INTERPRETATION:
their brand provides high quality service.

QUESTION 16: Compared to your competitors your prices are?
PRICES VALUES PERCENTAGES

A. Low 5 20
B. Equal 20 80
C. High 0 0
Total 25 100
80
70
60
50
40
Series1
30
20
10
0
A. Low B. Equal C. High
INTERPRETATION:
From the graph, it is observed that in Reliance Trends, Madanaplle 20% 0f employees agreed that
compared to their competitors their prices are low and 80% of employees agreed that compared to the
competitors their prices are equal.

QUESTION 17: Does the brand image of the apparel brand affect buying decision?
BUYING DECISION VALUES PERCENTAGES

A. Always 5 20
B. Often 0 0
C. Sometimes 20 80
D. Never 0 0
Total 25 100
80
70
60
50
40
30
20 Series1
10
0
A. AlwaysB. Often C. D. Never

Sometimes
INTERPRETATION:
brand image of the apparel brand always affect the buying decision and 80% of employees agreed that
the brad image of the apparel brand sometimes affect the buying decision.

QUESTION 18: Do you think customers buy only branded products?
BRANDED PRODUCTS VALUES PERCENTAGES

A. Yes 5 20
B. No 20 80
Total 25 100
80
70
60
50
40
30 Series1
20
10
0
A. YesB. No
INTERPRETATION:
customers buy only branded products and the remaining 80% of employees disagreed.

QUESTION 19: Does your tagline accurately capture your brand‟s mission?
BRAND’S MISSION VALUE PERCENTAGE

A. Yes 25 100
B. No 0 0
Total 25 100
100
90
80
70
60
50 Series1
40
30
20
10
0
A. YesB. No
INTERPRETATION:
their tagline accurately capture their brand‟s mission.

QUESTION 20: What is the proportion of branded to unbranded products?
PROPORTION VALUES PERCENTAGES

A. 20:80 0 0
B. 50:50 0 0
C. 60:40 0 0
D. No products/only 25 100
branded
Total 25 100
100
90
80
70
60
50
40
Series1
30
20
10
0
A. 20:80B. 50:50C. 60:40D. No

product/only branded
INTERPRETATION:
From the graph it is observed that in Reliance Trends, Madanapalle 100% of employees agreed that the
proportion of branded to unbranded products are not maintained at the store.

QUESTION 21: Do you think company sponsorship help to build a stronger brand image?
SPONSORSHIP VALUES PERCENTAGES

A. Yes 25 100
B. No 0 0
Total 25 100
100
90
80
70
60
50 Series1
40
30
20
10
0
A. YesB. No
INTERPRETATION:
they think company sponsorship help to build a stronger brand image.

CHAPTER-5
RESULTS

FINDINGS
POSITIVE FINDINGS:
 I have found that in reliance trends ,customers prefer their brand according to the quality.
 I have found that in reliance trends, customers trust their brand.
 I have found that in reliance trends , customers prefer stylish and modern features of their brands
 I have found that in reliance trends, customers get to know about their brands through
customers, advertisements.
 I have found that in reliance trends, the value of their brand is good in present criteria.
 I have found that in reliance trends, their brand customize the products according to the needs
and wants of the customers.
 I have found that in reliance trends, their target group is mostly families.
 I have found that in reliance trends, the company‟s leadership live up to the brand‟s value.
 I have found that in reliance trends , the customers strongly care about using their brands.
 I have found that in reliance trends, product quality influence customers for branded products.
 I have found that in reliance trends, quality , free trails and discounts helps to build a good brand
image.
 I have found that in reliance trends, jeans and t-shirts brands of casuals their store have .
 I have found that in reliance trends , the price of their brand is as per customer expectations.
 I have found that in reliance trends, the employees agreed that their brands provide high quality
service.
 I have found that in reliance trends, compared to the competitors their prices are equal.
 I have found that in reliance trends, the brand image of the apparel brand some times affect
buying decision.
 I have found that in reliance trends, the employees agreed that the customers don‟t buy only
branded products.
 I have found that in reliance trends, the tag line accurately capture their brand‟s mission.
 I have found that in reliance trends, no products/only branded products are found in their store.
 I have found that in reliance trends, the employees agreed that the company sponsorship help to
build a stronger brand image.

NEGATIVE FINDINGS:
 I have found that people not only prefer quality , but they also prefer price and image of the
brand.
 I have found that people not only prefer stylish and modern features, but they also prefer
affordable and popular features.
 I have found that the store does not make well use of social media to make people know about
their products
 I have found that they mainly target on families , but not on other groups.
 I have found that the store has mainly concentrated on product quality but not other factors to
influence the customers.
 I have found that the communication strategy in the store is weak in a good brand image.
 I have found that the store have limited brands of casuals.
 I have found that the customers doesn‟t always buy branded products.

SUGGESTIONS
 I suggest that people not only prefer the quality, but they also prefer price and image of the
brand. So, the store have to improve their strategy on pricing and brand image.
 I suggest that people not only prefer stylish and modern features, but they also prefer affordable
and popular features. So the store has to concentrate on them as well.
 I suggest the store has to use social media for the marketing of their products.
 I suggest that the store has to target youth and employees apart from families, and should
provide products to attract them.
 I suggest that the store has to influence customers based on the price , advertisements, and style .
 I suggest that the store has to develop communication strategies for building a good brand
image.
 I suggest the store to improve their brand of casuals to attract customers.
 I suggest store to provide other factors apart from quality because customers always don‟t buy
branded products.

RECOMMENDATIONS
 The store doesn‟t give preference to some features like price, image of the brand, affordable and
popular features. So I recommend the store that to provide features through which the customers
will be satisfied and gain brand awareness on their store.
 The store is weak in using social media for marketing purpose. I recommend them to make use
of social media to a greater purpose because, social media nowadays play‟s a vital role in
communicating the information. So through this they can create brand awareness in the
customers.
 The store target only families. I recommend that they have to target youth and employees apart
from families because this creates a huge number of customers for their store and makes a way
to gain profit.
 The store doesn‟t have proper communication strategies. I recommend that communication is
the best source to create brand awareness among the customers so the store have to improve
their communication strategies.
 The store doesn‟t have huge collection of brand of casuals to attract customers. I recommend
the store to improve their brand of casuals to gain customers.

CONCLUSION
From the overall analysis of the Reliance Trends we can conclude that, the Brand Awareness among the
employees and customers are not up to the mark. So, most of the customers are not satisfied with the
pricing, brand image, features, communication strategies, brands of casuals of their store. Most of the
employees of the store gave the above reasons to improve Brand Awareness among the customers. By
making proper strategies the store can create Brand Awareness.

Bibliography
Textbooks:
 PHILIP KOTLER - MARKETING MANAGEMENT

 GARY ARMSTRONG - PRINCIPLES OF MARKETING
 G.C BERI - MARKETING REASERCH
 PAUL HAGUE - A PRACTICAL GUIDE
TO MARKETING
REASERCH
Websites:
 WWW.GOOGLE.COM
 WWW.TIRUMAMADAIRY.COM
 WWW.TMPLMILK@YAHOO.COM


ANNEXURE
COVER
LETTER
Respected Sir/Madam,
SUB : Y. Sai Sireesha conducting project study on Brand Awareness . Requested for co-operation-
Regards
Ms. Sai Sireesha pursuing final BBA in Shri Gnanambica Degree College , Madanapalli ,under the
guidance of Mrs. Afrin Sulthana ,Head Of Department ,BBA. To complete her project work she needs
your co-operation and co-ordination so as to enable her to acquire data for her project work . The area
of project work is regarding Brand Awareness. As a part of Academic curriculum she has to acquire
primary data through structured questionnaire.
Therefore , I request to extend your co-operation and also some of your valuable time in giving
guidance and filling the enclosed questionnaire , help her in producing meaningful study. Hope you
will do the needful.
Thanking you Sir/Madam
Yours faithfully,
(Mrs .Afrin Sulthana)


QUESTIONNAIRE
BRAND AWARENESS AMONG THE EMPLOYEES

OF RELIANCE TRENDS
NAME :
DESIGNATION :
GENDER :
AGE :
EXPERIENCE :
1. What are the brands that you provide in your store?
2. Which brand is sold most?
3. Why people prefer your brands? [ ]
a. Quality b. Price c. Image d. All of the above
4. Do customers trust your brand? [ ]
a. Yes b. No
5. Which of the following features people prefer the most? [ ]
a. Affordable b. Stylish c. Modern d. Popular
6. How people get to know about your brands? [ ]
a. Through customers b. Advertisements c. Social media d. Others

7. What is the value of your brand in present criteria? [ ]
a. Excellent b. Good c. Average d. Not satisfied
8. Does your brand customize the products according to the needs/wants of

the customers?
a. Yes b. No [ ]
9. What is your target group? [ ]
a. College students b. Employees c. Families d. Others
10.Does the company‟s leadership live up to the brand‟s values? [ ]
a. Yes b. No
11.How much customers care about using your brands? [ ]
a. Slightly b. Stronger c. Not much d. Never
12.Which factor influence customers for branded products? [ ]
a. Price b. Product quality c. Advertisements d. Style
14. Which of the following according to you help build a good brand image?
[ ]
a. Communication strategies b. Competitive pricing c. Quality

d. Free trials and discounts
14. Which brands of casuals does your store have (or) own? [ ]
a. Jeans b. Cargos c. T-shirts d. Others
15. What does your brand gives to the customers? [ ]
a. Recognition b. Satisfaction c. Value for money d. Any
other
16. The price of your brand? [ ]
a. Is as per customer expectations
b. Is more than customer expectations
c. Is less than customer expectations
d. Can‟t say
17. Would you agree that your brands provide high quality service? [ ]
b. Yes b. No
18. Compared to your competitors your prices are? [ ]
a. Low b. Equal c. High
19. Does the brand image of the apparel brand affect buying [ ]
decision?
a. Always b. Often c. Sometimes d. Never
20. Do you think customers buy only branded products? []
a. Yes b. No
21.Does your tagline accurately capture your brand‟s mission? [ ]
a. Yes b. No
22. What is the proportion of branded to unbranded products? [

] a. 20:80 b. 50:50 c. 60:40
d. No products/ only branded products
23. Do you think company sponsorship help to build a stronger brand image? [ ]
a. Yes b. No
THANK YOU FOR YOUR VALUABLE TIME AND EFFORT

Y. SAI SIREESHA
BBA 3rd YEAR
SHRI GNANAMBICA DEGREE COLLEGE
MADANAPALLE


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A STUDY ON BRAND AWARENESS

 EXECUTIVE SUMMARY 2-14

1(A): INDUSTRY PROFILE

1(B): COMPANY PROFILE 27-47

CHAPTER 2 BRAND AWARENESS 48-75

CHAPTER 3 RESEARCH METHODOLOGY 76-83

DATA ANALYSIS AND

SHRI GNANAMBICA DEGREE Page 1

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applied Descriptive research design;

 This study describes the phenomena under study

 The recommendation or findings in a descriptive research are definite.

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 Sampling refers to the investigations of a part of the whole population or universal. A

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STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

 To analyse consumer awareness level on Reliance trends.

NEED OF THE STUDY

SHRI GNANAMBICA DEGREE Page 10

 PHILIP KOTLER - MARKETING MANAGEMENT

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A STUDY ON BRAND AWARENESS

BRAND AWARENESS AMONG THE EMPLOYEES

1. What are the brands that you provide in your store?

2. Which brand is sold most?

3. Why people prefer your brands? [ ]

a. Quality b. Price c. Image d. All of the above

4. Do customers trust your brand? [ ]

SHRI GNANAMBICA DEGREE Page 13

5. Which of the following features people prefer the most? [ ]

a. Affordable b. Stylish c. Modern d. Popular

6. How people get to know about your brands? [ ]

a. Through customers b. Advertisements c. Social media d. Others

7. What is the value of your brand in present criteria? [ ]

a. Excellent b. Good c. Average d. Not satisfied

8. Does your brand customize the products according to the needs/wants of

9. What is your target group? [ ]

a. College students b. Employees c. Families d. Others

10. Does the company‟s leadership live up to the brand‟s values? [ ]

11. How much customers care about using your brands? [ ]

a. Slightly b. Stronger c. Not much d. Never

12. Which factor influence customers for branded products? [ ]

a. Price b. Product quality c. Advertisements d. Style

SHRI GNANAMBICA DEGREE Page 14

a. Communication strategies b. Competitive pricing c. Quality

20. Do you think customers buy only branded products? [ ]

22. What is the proportion of branded to unbranded products? [

THANK YOU FOR YOUR VALUABLE TIME AND EFFORT

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 Company owned retail setups

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An organised retail store in Ahmedabad (ca. 2009)