A

Summer Training Project Report

On
“ANALYZING THE BRAND AWARENESS AND PERCEPTION”

Submitted in partial fulfillment of the requirements of

Bachelor in Business Administration (BBA)

SUBMITTED TO:- SUBMITTED BY:-

Kurukshetra University, Divya Puri
Kurukshetra BBA- 5th Sem
University No. 191003807

Asia Pacific Institute of Information & Technology, Panipat

Kurukshetra University, Kurukshetra

Session 2021-2022
 DECLARATION

This is to certify that I am Divya Puri, the student of Asia Pacific Institute of Information &
Technology, Panipat studying in BBA 5th Semester, Roll No – 191003807 has undergone
Summer Training at Nestle for 45 days and prepared a project report entitled for the partial
fulfillment of degree of Bachelor of Business Administration.
I hereby declare that the project work entitled “Analyzing the brand awareness and
perception” submitted to the Kurukshetra University, is a record of an original work done by me
under the guidance of Mr. G.M Rathi (Manager) and this project work has not formed the basis
for the award of any other Degree or diploma.

Signature of Candidate

Divya Puri
191003807
BBA

APIIT SD INDIA, PANIPAT

 SUPERVISOR CERTIFICATE

This is to certify that the summer training report titled “Analyzing the Brand Awareness and
Perception” is an academic work done by Divya Puri (191003807) submitted in the partial
fulfillment of the requirement for the award of the degree of “Bachelor of Business
Administration” under my guidance and direction. To the best of my knowledge and belief, the
data and information presented by student in the report has not been submitted earlier elsewhere.

Signature of Supervisor
 HOD CERTIFICATE

This is to certify that the summer training report titled “Analyzing the Brand Awareness and
Perception” is an academic work done by Divya Puri (191003807) submitted in the partial
fulfillment of the requirement for the award of the degree of “Bachelor of Business
Administration” under my guidance and direction. To the best of my knowledge and belief, the
data and information presented by student in the report has not been submitted earlier elsewhere.

Signature of HOD

Head of Department

Department of Management

APIIT SD India
 ACKNOWLEDGEMENT

Gratitude of highest order is expressed to Dr. Khem Chand (Head of Department) for
encouragement and support during my project. His care, endless support and trust motivate me
for opportunity to achieve. This project could not be completed without his insight and achieve.
I am neither expert nor a trend spotter. I am a management student with foundations of
management principles and theories who is keen in different industries, it's happening mainly in
Nestle.
I am highly obliged to Mr. G.M. Rathi (Managaer), my prime internal guide for his invaluable
support; guidance and knowledge that he has shared with me thereby aiding me in making this
project a success along with other employees who provided their utmost working knowledge,
which has broaden my area of interest and benefited mostly in completing the project.
I am highly grateful to my project guide Ms. Anjali Arora (Assistant Professor BBA) for her
inspiring guidance and blessings for fulfilling the project report. I am very grateful for her
research advice, knowledge and many insightful discussion and suggestions.
Lastly, I thank faculty and staff members of Asia Pacific Institute of Information &
Technology, Panipat which gave me an opportunity regarding training purpose and helped me
in building some experience in my career.

Divya Puri
 EXECUTIVE SUMMARY

All the learning in our MBA course is practice oriented. However, hands-on experience in the
corporate world during our course is very necessary to be able to test the ability and extent of
learning of the student before fully entering the corporate world.
The six week training which I underwent at Nestle was a wonderful learning experience. I was
assigned the project “Analyzing the brand awareness and perception towards Nestle.”
With the guidance and suggestions provided by Ms. Anjali Arora my Industry Guide. I started
first phase of my Research i.e. to identify which type of Food Products should market to
particular market segments in India. A survey was undertaken to understand the consumer’s
perception with respect to Nestle While marketing policies the sole duty of an advisor/ agent is to
provide information as per customer requirements.
 Table of Contents

Chapter No. Particulars Page. No.

Chapter- 1 Introduction

 Introduction to Industry 1-26

 Introduction to Company
 Introduction to Topic

Chapter-2 Literature Review 27-31

Chapter -3 Research Methodology 32-35

Chapter- 4 Data Analysis And Interpretation 36-48

Chapter- 5 Findings , Suggestions, Limitation and Conclusion 49-53

Bibliography 54-58

Annexure 59-62
 CHAPTER 1
INTRODUCTION

1
 CHAPTER 1: INTRODUCTION

1.1 INTRODUCTION TO INDUSTRY

The food processing industry in India is a sunrise sector that has gained prominence in recent
years. Availability of raw materials, changing lifestyles and relaxation in policies has given a
considerable push to the industry’s growth. This sector is among the few that serves as a vital
link between the agriculture and industrial segments of the economy. Strengthening this link is of
critical importance to improve the value of agricultural produce; ensure remunerative prices to
farmers and at the same time create favorable demand for Indian agricultural products in the
world market. A thrust to the food processing sector implies significant development of the
agriculture sector and ensures value addition to it.
The Indian food processing industry holds tremendous potential to grow, considering the still
nascent levels of processing at present. Though India’s agricultural production base is reasonably
strong, wastage of agricultural produce is sizeable. Processing of fruits and vegetables is a low
2%, around 35% in milk, 21% in meat and 6% in poultry products. By international comparison,
these levels are significantly low - processing of agriculture produce is around 40% in China,
30% in Thailand, 70% in Brazil, 78% in the Philippines and 80% in Malaysia. Value addition to
agriculture produce in India is just 20%, wastage is estimated to be valued at around US$ 13
billion ( Rs 580 billion).
India, with an arable land of 184 mn hectares is, the highest producer of milk in the world at 90
mn tonnes p.a., second largest producer of fruits & vegetables (150 mn tones), third largest
producer of food grains and fish and has the largest livestock population. Considering the wide-
ranging and large raw material base that the country offers, along with a consumer base of over
one billion people, the industry holds tremendous opportunities for large investments.

Ministry of Food Processing Industries

The Ministry was set up in 1998 and the industry segments that come under its purview are:
g freezing and dehydration)

2
meat and meat products
ilseeds, meals (edible), breakfast foods, biscuits, confectionery,
malt extract, protein isolate, high protein food, weaning food and extruded food products
(including other ready-to-eat foods)
-alcoholic beer
non-molasses base

The Ministry of Food Processing Industries, GoI, has estimated the size of the Indian food
market at US$ 191 bn (Rs 8,600 bn). The processed food market is projected to be over US$ 100
bn, of which the primarily processed food market accounts for 60%, while the value-added
processed food market is around 40%.
The average annual growth of the food processing industry has been around 8.41% between
FY14-FY18. The segments that have driven the growth are the beverages and meat & meat
products and processed fish sectors. The food processing industry in India has a share of 13% in
the total GDP of the country, and as part of total manufacturing accounts for 14%. India’s share
in world trade in respect of processed food is about 25%

Figure no.1

Food Processing Segments

3
 Figure no.2

Structure of Indian food processing sector

Food Processing Units In Organised Sector

Figure no.3

Food processing units in organized sector

4
Major Food Processing Companies In INDIA

Figure no.4
Major food processing companies in india
SWOT Analysis Of Food–Processing Industry

 Strengths
 Abundant availability of raw material
 Priority sector status for agro-processing given by the central Government
 Vast network of manufacturing facilities all over the country
 Vast domestic market

5
 Weaknesses
 Low availability of adequate infrastructural facilities
 Lack of adequate quality control & testing methods as per international standards
 Inefficient supply chain due to a large number of intermediaries
 High requirement of working capital.
 Inadequately developed linkages between R&D labs and industry.
 Seasonality of raw material
 Opportunities
 Large crop and material base offering a vast potential for agro processing activities
 Setting of SEZ/AEZ and food parks for providing added incentive to develop greenfield
projects
 Rising income levels and changing consumption patterns
 Favorable demographic profile and changing lifestyles
 Integration of development in contemporary technologies such as electronics, material
science, bio-technology etc. offer vast scope for rapid improvement and progress
 Opening of global markets
 Threats

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  Affordability and cultural preferences of fresh food
 High inventory carrying cost
 High taxation
 High packaging cost
Constraints & Drivers Of Growth
Urbanization, increasing disposable income, emergence of organised food retail, changing
lifestyles and food consumption patterns are the key factors driving growth for processed foods
in India. These are post-liberalization trends that have given an impetus to the sector.
Consumption patterns in India have been undergoing a visible shift. Earlier, the share of cereal
products was the highest, followed by milk & milk products, vegetables, edible oil and meat
products. However, in recent years, the growth rates for fruits, vegetables, meat and dairy
products have been higher than cereals and pulses. This shift in turn implies that there is also a
need to diversify the food production base to match the changing consumption preferences.
This shift in consumption follows the pattern observed in developed countries in the evolution of
the global food demand. There is a shift from carbohydrate staples to animal sources and sugar.
Going by this pattern, in future, there will be increasing demand for prepared meals, snack foods
and convenience foods and further on the demand would shift towards functional, organic and
diet foods.
Some of the key constraints identified by the industry include:
 Lack of suitable infrastructure in terms of cold storage, warehousing, etc
 Lack of adequate quality control and testing infrastructure
 Inefficient supply chain and involvement of middlemen
 High inventory carrying cost
 High taxation
 High packaging cost
 Affordability and cultural preference of fresh food
Highest priority has been accorded by the Government for the development of infrastructure. The
Government has already taken several initiatives on this front which include developing of food
parks, packaging centres, modernised abattoirs, integrated cold chain facilities, irradiation
facilities and value added centres.

7
The initiative to develop food parks was taken primarily in order to assist the small and medium
enterprises which are unable to invest in capital intensive activities. So far, 22 food parks have
come into operation which provide common facilities like cold storage, food testing and analysis
laboratories, packaging centers, etc
In terms of policy support, the ministry of food processing has taken the following initiatives:
 Formulation of the National Food Processing Policy
 Complete de-licensing, except for alcoholic beverages
 Declared as priority sector for lending in 1999
 100% FDI on automatic route
 Excise duty waived on fruits & vegetables processing from 2000 – 01
 Customs duty reduced on freezer van from 20% to 10% from 2005 – 06
 Eatables processing from 2004 – 05
 Implementation of Meat Food Products Order
 Enactment of FSS Bill 2005
 Food Safety & Standards Bill, 2005
Apart from these initiatives, the Centre has requested state Governments to undertake the
following reforms:
 Amendment to the APMC Act
 Lowering of VAT rates
 Declaring the industry as seasonal
 Integrate the promotional structure
 Investments
The total inflow of foreign direct investment in the food processing sector has been around Rs.
904.7 million (USD 904.7million) between 2109-2020. During the last five years, FDI
witnessed an inflow of over Rs 300 bn of foreign investment. The highest investment in a single
year was in 2018-2019 amounting to Rs 463.44 million.

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1.2 INTRODUCTION TO COMPANY

Nestlé is a Swiss transnational food and beverage company headquartered in Vevey ,

Switzerland. It is the largest food company in the world measured by revenues.

Nestlé's products include baby food, bottled water, breakfast cereals, coffee and tea,
confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. 29 of Nestlé's
brands have annual sales of over 1 billion Swiss francs (about $1.1
billion), including Nespresso, Nescafé, KiTKat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi.
Nestlé has 447 factories, operates in 194 countries, and employs around 333,000 people. It is one
of the main shareholders of L'Oréal, the world's largest cosmetics company.

Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in
1866 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in

1866 by Nestlé. The company grew significantly during the First World War and again following
the Second World War, expanding its offerings beyond its early condensed milk and infant
formula products. The company has made a number of corporate acquisitions, including Crosse
& Blackwell in 1950, Findus in 1963, Libby's in 1971, Rowntree Mackintosh in 1988,
and Gerber in 2007.

Nestlé has a primary listing on the SIX Swiss Exchange and is a constituent of the Swiss Market
Index. It has a secondary listing on Euronext. In 2011, Nestlé was listed No. 1 in the Fortune
Global 500as the world's most profitable corporation. With a market capitalization of $233
billion, Nestlé ranked No. 9 in the FT Global 500 2013.

9
Nestlé's origins date back to 1866, when two separate Swiss enterprises were founded that would
later form the core of Nestlé. In the succeeding decades, the two competing enterprises
aggressively expanded their businesses throughout Europe and US.

In August 1867, Charles (US consul in Switzerland) and George Page, two brothers from Lee
County, Illinois, USA, established the Anglo-Swiss Condensed Milk Company in Cham,
Switzerland. Their first British operation was opened at Chippenham, Wiltshire, in 1873.

Figure no.5
A 1915 advertisement for "Nestles Food", an early infant formula.

In September 1866, in Vevey, Henri Nestlé developed a milk-based baby food, and soon began
marketing it. The following year saw Daniel Peter begin seven years of work perfecting his
invention, the milk chocolate manufacturing process. Nestlé's was the crucial cooperation that
Peter needed to solve the problem of removing all the water from the milk added to his chocolate
and thus preventing the product from developing mildew. Henri Nestlé retired in 1875 but the
company under new ownership retained his name associate Farine Lactée Henri Nestlé..

In 1877, Anglo-Swiss added milk-based baby foods to their products and in the following year
the Nestlé Company added condensed milk so that the firms became direct and fierce rivals.

10
In 1905, the companies merged to become the Nestlé and Anglo-Swiss Condensed Milk
Company, retaining that name until 1947 when the name Nestlé Alimenting SA was taken as a
result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its holding
company Alimentana SA of Kempttal, Switzerland. Maggi was a major manufacturer of soup
mixes and related foodstuffs. The company’s current name was adopted in 1977. By the early
1900s, the company was operating factories in the United States, United Kingdom, Germany,
and Spain. The First World War created demand for dairy products in the form of government
contracts, and, by the end of the war, Nestlé's production had more than doubled.

Nestlé felt the effects of the Second World War immediately. Profits dropped from
US$20 million in 1938, to US$6 million in 1939. Factories were established in developing
countries, particularly in Latin America. Ironically, the war helped with the introduction of the
company's newest product, Nescafé ("Nestlé's Coffee"), which became a staple drink of the US
military. Nestlé's production and sales rose in the wartime economy.

The logo that Nestlé used until 1966

After the war, government contracts dried up, and consumers switched back to fresh milk.
However, Nestlé's management responded quickly, streamlining operations and reducing debt.
The 1920s saw Nestlé's first expansion into new products, with chocolate-manufacture becoming
the company's second most important activity. Louis Dapples was CEO till 1937, when
succeeded by Édouard Muller till his death in 1948. The end of World War II was the beginning
of a dynamic phase for Nestlé. Growth accelerated and numerous companies were acquired. In
1947 Nestlé merged with Maggi, a manufacturer of seasonings and soups. Crosse &
Blackwell followed in 1950, as did Findus (1963) , Libby's (1971) and Stouffer's (1973).
Diversification came with a shareholding in L’Oreal in 1974. In 1977, Nestlé made its second
venture outside the food industry, by acquiring Alcon Laboratories Inc. In 1984, Nestlé's

11
improved bottom line allowed the company to launch a new round of acquisitions, notably
American food giant Carnation and the British confectionery company Rowntree Mackintosh in
1988, which brought the Willy Wonka brand – among others – to Nestlé.

Figure no.6.

The Brazilian president, Lula da Silva, inaugurates a factory in Feira de Santana (Bahia),
inFebruary2007.
The first half of the 1990s proved to be favorable for Nestlé. Trade barriers crumbled, and world
markets developed into more or less integrated trading areas. Since 1996, there have been
various acquisitions, including San Pellegrino (1997), Spillers Pet foods (1998), and Ralston
Purina (2002). There were two major acquisitions in North America, both in 2002 – in June,
Nestlé merged its U.S. ice cream business into Dreyer's, and in August a US$2.6 billion
acquisition was announced of Chef America, the creator of Hot Pockets. In the same time-frame,
Nestlé came close to purchasing the iconic American company Hershey's, one of its fiercest
confectionery competitors, although the deal eventually fell through. Another recent purchase
included the Jenny Craig weight-loss program, for US$600 million.
In December 2005, Nestlé bought the Greek company Delta Ice Cream for €240 million. In
January 2006, it took full ownership of Dreyer's, thus becoming the world's largest ice cream
maker, with a 17.5% market share.

12
In November 2006, Nestlé purchased the Medical Nutrition division of Novartis Pharmaceutical
for $2.5B, also acquiring, in 2007, the milk-flavouring product known as Ovaltine.
In April 2007, returning to its roots, Nestlé bought US baby-food manufacturer Gerber for
$5.5 billion.
In December 2007, Nestlé entered into a strategic partnership with a Belgian chocolate maker,
Pierre Marceline.
Nestlé agreed to sell its controlling stake in Alcon to Novartis on 4 January 2010. The sale was
to form part of a broader US$39.3 billion offer, by Novartis, for full acquisition of the world’s
largest eye-care company.
On 1 March 2010, Nestlé concluded the purchase of Foods’ North American frozen pizza
business for $3.7 billion.
In July 2011, Nestlé SA agreed to buy 60 percent of Hsu Fu Chi International Ltd. for about $1.7
billion. On 23 April 2012, Nestlé agreed to acquire Pfizer Inc.'s infant-nutrition unit for $11.9
billion. Before the acquisition, there was a 'bidding war' between the three shareholders
Nestlé, Mead Johnson Nutrition and DANONE. Each of the companies held a share, with Nestlé
holding the biggest share (17%) (Johnson held 15%, DANONE 13%).
As of 28 May 2013, Nestlé has announced that it will expand R&D in its research center
in Singapore. With a primary focus on health and nutrition, Nestlé is investing $4.3 million in its
Singapore center, creating 20 jobs for experts in related R&D fields. In 2013 Nestle Nigeria
successfully pioneered and implemented the use of compressed natural gas as a fuel source to
power their Flower gate factory.
In the year 2014, NESTLÉ KITKAT and NESTLÉ EVERYDAY win Gold and Bronze at Goa
Fest 2014
History
In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were unable to
breastfeed. His first success was a premature infant who could not tolerate his mother’s milk or
any of the usual substitutes. People quickly recognized the value of the new product, after
Nestlé's new formula saved the child's life, and soon, Farine Lactée HenriNestlé was being sold
in much of Europe.

13
Highlights

In 1866 US brothers Charles and George Page help establish Anglo-Swiss Condensed Milk
Company. Using abundant supplies of fresh milk in Switzerland, they apply knowledge gained in
their homeland to establish Europe’s first production facility for condensed milk in Cham. They
start supplying Europe’s industrial towns with the product under the Milkmaid brand, marketing
it asa safe, long-life alternative to fresh milk.

In 1867 Nestlé’s founder, German-born pharmacist Henri Nestlé, launches his ‘farine lactée’
(‘flour with milk’) in Vevey, Switzerland. It combines cow’s milk, wheat flour and sugar, and
Nestlé develops it for consumption by infants who cannot be breastfed, to tackle high mortality
rates. Around this time he starts using the now iconic ‘Nest’ logo.

In 1875 Henri Nestlé sells his company and factory in Vevey to three local businessmen. They
employ chemists and skilled workers to help expand production and sales.

In 1878 Fierce competition develops between Nestlé and Anglo-Swiss, when both companies
start selling rival versions of the other’s original products: condensed milk and infant cereal.
Both firms expand sales and production abroad.
In 1882 Anglo-Swiss expands into the US, but the death of George Page frustrates its plans. In
1902 it sells its US-based operations, which paves the way for an eventual merger with Nestlé.

In 1904 Nestlé begins selling chocolate for the first time when it takes over export sales for Peter
& Kohler. The Nestlé company also plays a role in the development of milk chocolate from
1875, when it supplies his Vevey neighbour Daniel Peter with condensed milk, which Peter uses
to develop the first such commercial product in the 1880s.

The Belle Époque

In 1905, Nestlé & Anglo Swiss has more than 20 factories, and starts using overseas subsidiaries
to establish a sales network that spans Africa, Asia, Latin America and Australia. As World War
One approaches, the firm benefits from the period of prosperity known as the Belle Époque or
‘Beautiful Age’, and becomes a global dairy company.

In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Company. By the early 1900s; the
company was operating factories in the United States, Britain, Germany andSpain. World War I

14
created new demand for dairy products in the form of government contracts. By the end of the
war, Nestlé's production had more than doubled.
After the war Government contracts dried up and consumers switched back to fresh
milk.However, Nestlé's management responded quickly, streamlining operations and reducing
debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the Company's
second most important activity.
The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated
and companies were acquired. In 1947 came the merger with Maggi seasonings and soups.
Crosse & Blackwell followed in 1960, as did Findus (1963), Libby's (1971) and Stouffer's
(1973). Diversification came with a shareholding in L’Oreal in 1974.
The first half of the 1990s proved to be favorable for Nestlé: trade barriers crumbled and world
markets developed into more or less integrated trading areas. Since 1996, there have been
acquisitions including San Pellegrino (1997), Spillers Pet foods (1998) and Ralston Purina
(2002). There were two major acquisitions in North America, both in 2002: in July, Nestlé
merged its U.S. ice cream business into Dreyer's, and in August, a USD 2.6bn acquisition was
announced of Chef America, Inc.
Vision Statement
The strategic priorities of Nestle are focused on delivering shareholder value through the
achievement of sustainable, capital efficient and profitable long term growth.Improvements in
profitability will be achieved while respecting quality and safety.
In line with this objective, Nestle envisions to grow in the shortest possible timeinto the number
one food company in INDIA with the unique ability to meet the needs of consumers of every age
group - from infancy to old age, for nutrition and pleasure, through development of a large
variety of food categories of the highest quality.
Mission Statement
Nestlé’s mission is to provide the best food to people throughout the WORLD

15
 NESTLE PLANT AT GURUGRAM

Figure no.7
Objective
At the threshold of this new millennium, Nestlé’s objective Is to consolidate and strengthen its
leading position at the cutting edge of innovation in the food area in order to meet the needs and
desires of customers around the world, for pleasure, convenience, health and well being.
Some of the most popular nestle′ products

16
1.3 INTRODUCTION TO TOPIC
The average person is exposed to 2500 advertising messages per day through various media
channels such as billboards, magazines and newspapers, television, radio, online etc. As human
beings, we have a limited amount of „storage space‟ in which we retain these brands and it is
therefore very important for the future success of brands that the people in charge of managing
them are aware of who the target audience is, what it is in their lives that they want brands to
fulfil , and how the current image, perception or attitude of YOUR brand compares to that of
your competitors‟ brands. Nowadays, a successful brand can be a determining factor in whether
or not a business is successful. The process of branding involves creating and managing an
identity for your brand through which a clear message is expressed. It is important that the values
and images associated with the brand are clearly identified by the organization, regularly
„checked ‟to determine whether they are (still) relevant and consistently portrayed at every touch
point with the consumer. It is vital that the manufacturers / marketers of the brand understand
what the consumers‟ wants and needs are and that they are able to anticipate what they will be in
the future. Smart organizations understand how important it is to create an emotional link
between brands and consumers, and even form relationships with them, in order to create a
situation of loyal consumers rather than just satisfied consumers. The purpose of this research
report is to perform a brand audit in order to measure the brand image of the NESTLE.
Brand Awareness

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Brand awareness is the extent to which a brand is recognized by potential customers, and is
correctly associated with a particular product. Expressed usually as a percentage of the target
market, brand awareness is the primary goal of advertising in the early months or years of
a product's introduction.
Brand awareness is related to the functions of brand identities in consumers’ memory and can be
reflected by how well the consumers can identify the brand under various conditions. Brand
awareness includes brand recognition and brand recall performance. Brand recognition refers to
the ability of the consumers to correctly differentiate the brand they previously have been
exposed to. This does not necessarily require that the consumers identify the brand name.
Instead, it often means that consumers can response to a certain brand after viewing its visual
packaging images. Brand recall refers to the ability of the consumers to correctly generate and
retrieve the brand in their memory.
A brand name that is well known to the great majority of households is also called a household
name.
Importance
Brand awareness plays a major role in a consumer’s buying decision-making process. During
this process, the category need is stimulated first. For example, you need to do food shopping.
You will only write down the food categories, like chocolate, instead of brand names on your
list. You will scan the packages of chocolate on the shelf and recognize different brands. Such
recognition might be based on the knowledge of an acquaintance or friend having used the
product in the past or constant advertisement. In this situation, brand awareness does not require
brand recall because brand awareness may occur along with brand recognition. However, in
other situations, brand recall is required. For instance, you are in a hurry and want to grab a bite
at a fast-food restaurant. It is not possible for you to drive around and make a decision. You need
to retrieve different fast-food brands in your memory, choose one and go there directly. In this
situation, constant advertisement is important in consumers’ memory retrieval because the
consumers are willing to go to the first brand that can be recalled.

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Challenges

Maintaining Brand Awareness is a very important aspect in marketing a company. It is

imperative and very helpful to analyze the response your audience has towards the change in
packaging, advertising, products and messages sent across through various means. Working
towards creating an image in the minds of the consumers is not the last thing a company should
aim to do. Inviting consumer feedback and maintaining a constant presence in the market is
equally essential. Availability of the product to the consumer is one such way of doing this. The
consumer should not have to come looking for you when he is in need of making a second
purchase of the product, dealerships and outlets at convenient places should make the consumer
think of the brand as the most convenient and best solution to their needs of fulfillments.
While brand awareness scores tend to be quite stable at aggregate level, individual consumers
show considerable propensity to change their responses to aided recall based brand awareness
measures. For unaided recall based brand awareness measures, consumers’ brand awareness
remain relatively stable. For top of mind recall measures, consumers give the same answer in
two interviews typically only 50% the time. Similar low levels of consistency in response have
been recorded for other cues to elicit brand name responses.

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Brand Perception

Brand Perception is that which is received or interpreted. Brand Perception is determined by everyone
else who comes in contact with that brand. This is why Brand Perception is more difficult to control. It is
always filtered through the idiosyncrasies of the viewer and the relationship the viewer has with the
brand as well as other like brands. And if you are a company that offers products or services to others
(and which ones don’t) then the perception of your target audience does matter. I understand that
perception is reality no matter how strongly you may try to convince otherwise.
So, if A FIRM is considering a branding or re-branding initiative, be sure to keep the AMP
Principle in mind:
 Audience. Who would be the most interested in your product or service?
 Message. What message would resonate with your audience based on their experiences?
 Platform. What form of communication will they best respond to? Print? Web? Social
Media?
“Perceived quality” is your customers’ view of the quality of a product or service both in terms
of what they expect and also in comparison with how they perceive the quality of competing
offerings. That means “perceived quality is defined as a measure of belief”.

20
So – if consumers believe you are the best, then you are. Regardless of the measures you may put
in place. Regardless of what the critics might say. Or the awards you may have received.
For those of us who believe in the power of intangibles, this makes complete sense on reflection
but it also contrasts with how we probably believe quality should work – or tell ourselves it does
work. “Why can’t they see that our goods are better?” is a question I get asked a lot.
Quality doesn’t speak for itself. It speaks to each consumer in their own particular way, and the
authors quote David Aaker to explain why.

According to Aaker, perceived quality is generated by each buyer’s perception of up to seven

elements. In evaluating these quality elements, consumers literally make up their mind about
whether what you’re saying matches the qualities they’re seeing. Just as importantly, these
elements are how they decide to choose your qualities over the qualities of others.

Vision Statement
The strategic priorities of Nestle are focused on delivering shareholder value through the
achievement of sustainable, capital efficient and profitable long term growth. Improvements in
profitability will be achieved while respecting quality and safety Standards at all times.
In line with this objective, Nestle envisions to grow in the shortest possible time into the number
one food company in INDIA with the unique ability to meet the needs of consumers of every age
group - from infancy to old age, for nutrition and pleasure, through development of a large
variety of food categories of the highest quality.
Nestle envisions the company to develop an extremely motivated and professionally trained
work force, which would drive growth through innovation and renovation.
It aspires, as a respected corporate citizen, to continue playing a significant role in the social and
environmental sectors of the country.

21
Direct Marketing

Use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit response
or dialogue from specific customers and prospects this platform is used to inform the „reliance
one‟ members (a loyalty programmed) through e-mails, telephones and SMS. Through this the
information regarding the latest offers, events are being communicated to the customers.
Push Strategy
Nestle adopting push strategy like point of sale displays, special displays, dealers premium, gifts,
advertising materials, catalogs and brochure, events and sampling for clearing their inventories in
time. Figure hows the images of different strategy implemented in reliance fresh.

22
Push Strategy
Reliance fresh adopting push strategy like point of sale displays, special displays, dealers
premium, gifts, advertising materials, catalogs and brochure, events and sampling for clearing
their inventories in time. Figure hows the images of different strategy implemented in reliance
fresh.

Infrastructure
The total inflow of foreign direct investment in the food processing sector has been around Rs
52.7 bn (US$ 1.2 bn) between 1991 to November 2006. During the last five years, FDI witnessed
an inflow of over Rs 24 bn of foreign investment. The highest investment in a single year was in
2001-02 amounting to Rs 10 bn.
Maharashtra was among the front-runners to receive the highest share of FDI in food processing
during the last five years. The dairy and consumer industries received FDI worth Rs 2.7 bn each
as foreign investment. Nearly 30 per cent of FDI in the food processing sector comes from EU
countries such as Netherlands, Germany, Italy and France. Perfetti, Cadbury, Godrej-Pillsbury,
Nutrition International, Manjini Comaco are some of the successful ventures from EU countries .

Procurement
Milk and Milk Products India has one of the highest livestock populations in the world,
accounting for 50% of the buffaloes and 20% of the world’s cattle population, most of which are
milk cows and milk buffaloes. India’s dairy industry is considered as one of the most successful
development programmers in the post-Independence era.

23
As of 2005-06 total milk production in the country was over 90 man tones with a per capita
availability of 229 gms/day. The industry has been recording an annual growth of 4% during the
period 1993-2005, which is almost 3 times the average growth rate of the dairy industry in the
world. Milk processing in India is around 35%, (with the organized dairy industry accounting for
13% of the milk produced) while the rest of the milk is either consumed at farm level, or sold as
fresh, non-pasteurized milk through unorganised channels.
Dairy Cooperatives account for the major share of processed liquid milk marketed in the India.
Milk is processed and marketed by 170 Milk Producers’ Cooperative Unions, which federate into
15 State Cooperative Milk Marketing Federations. Over the years, several brands have been
created by cooperatives like Amul (GCMMF), Vijay (AP), Verka (Punjab), Saras (Rajasthan).
Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur).
The milk surplus states in India are Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat,
Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The manufacturing of milk products
is concentrated in these milk surplus States.
As per data released by the Ministry of Food Processing Industries, exports of dairy products
have been growing at the rate of 25% p.a. in quantity terms and 28% in value terms since 2001.
Significant investment opportunities exist for the manufacturing of value-added milk products
like milk powder, packaged milk, butter, ghee, cheese and ready-to-drink milk products.
Technology Development
This segment includes packaged foods, aerated soft drinks, packaged drinking water and
alcoholic beverages.
Consumer food industry mainly consists of ready-to-eat and ready-to-cook products, chips,
salted snacks, pasta products, cocoa based products, bakery products, biscuits, soft drinks, etc.
There are around 60,000 bakeries, 20,000 traditional food units and several pasta food units. The
bakery industry is among the few processed food segments whose production has been
increasing steadily in the country in the last couple of years. Bakery products include bread,
biscuits, pastries, cakes, buns, rusk etc. This activity is mostly concentrated in the unorganized
sector. Bread and biscuits constitute the largest segment of consumer foods with an annual
production is around 4.00 mn tonnes. Bread manufacturing is reserved for the small scale sector.
Out of the total production of bread, 40% is produced in the organized sector and the remaining

24
60% in the unorganised sector. Similarly, in the production of biscuits, share of unorganized
sector is about 80%.
 Cocoa Products
There are 20 units engaged in the manufacture of cocoa products like chocolates, drinking
chocolate, cocoa butter substitutes, cocoa based malted milk foods with an annual production of
approximately 34,000 tones.
Soft drinks
This segment is the 3rd largest in the packaged foods industry, after packed tea and packed
biscuits. The aerated soft drinks industry in India comprises over 100 plants and provides direct
and indirect employment to over 125,000 employees. It has attracted one of the highest foreign
direct investments in the country. Its position is strengthened by strong forward and backward
linkages with glass, plastic, refrigeration, sugar and the transportation industry.
Penetration levels of aerated soft drinks in India are quite low compared to other developing and
developed markets, which is indicative of the potential the segment holds for further growth.
Store Operations
The merchandise is checked properly from time to time by the supervisor. The house keeping
people clean the outlet at least 7 times a day’s span. Refrigeration and temperature are checked
regularly by the store manager. In the latter half of the day, indent of the next day merchandise is
prepared by the store manager with the help of the supervisor. At the end of the day the closing
stock is checked and further details of replenishment are forwarded to the head office by the
supervisor. The cash manager checks the balance and compares it with the sale. The store winds
up for customers around 10pm. The accounting procedures are completed and the operators shut
down the outlet at 11 pm. In Figure 6 the nestle store layout and design are depicted clearly.

25
Store Layout and Design

Store Layout:
Grid Type Layout Grid Type Layout: This type of layout is a retailer’s primary choice when it
comes to Layout Planning or Designing. These layout makes you feel where and what are you
shopping. Ambience: Reliance fresh provides good ambience having proper lighting, ventilation
facilities. Also products are properly arranged according to category. Customers are provided
with trolleys and baskets to select products on their own. For this purpose enough space is made
available with the help of grid layout. Air conditions are also used.
Shelving Pattern:
Use of Wall Racks, Corner Racks, Retail Gondolas, Fruits and Vegetable Racks, Shopping
Trolleys and Baskets, Wire Products, Checkout Counter, Glass Shelves and Accessories,
Gondola End Racks, Wall Unit Racks, Wire Baskets.

26
 CHAPTER 2
LITERATURE REVIEW

27
 CHAPTER 2 : LITERATURE REVIEW

2.1 REVIEW OF LITERATURE

Anderson, E. W. and Mittal, V. (2000) According to theory, consumer chooses a brand they
recognize, before an unfamiliar brand. If the consumer do not choose according to theories, what
are the factors that have a greater effect on the buying behaviour ? There is not much research
about the effect of brand awareness on brand choice, which is why this subject was investigated.
One of the purpose of this dissertation was to do a research about brand awareness, to see to
what extent it matters when purchasing the first time in an unfamiliar environment. One of the
objectives was to determine if there were any differences in buying behaviour between the
choosen cultures. The research group was limited to the studentsfrom China, India and Iran at
Kristianad University. Due to the low number of participants from India, we had to exclude them
from our analysis. The research questions were important since they structured the problem that
was to be answered and made it easier to limit the scope of the dissertation. The questionnaire
that washanded out reflected our research questions. This made it possible to observe which
product the students recognized most and which product recognized the least. The conclusion of
the dissertation was that all investigated factors had some importance for choice of brand, while
quality had a greater effect on brand choice than brand awareness. Further, there was no
difference in buying behaviour between the cultures. Finally, it was not possible to state any
difference in buying behaviour the first time compared to today.

Baldauf, A., Cravens, K. S. and Binder, G. (2003) Brand awareness and perception is
important when trying to market a product or service into a new or already established market.
This study‟s focal point rests on the ultimate questions:”How does brand awareness and
perception affects consumer purchasing?”. The process involves a comprehensive understanding
of the most current literature on marketing and marketing theories, as well as a thorough review
of three company rebranding case studies and a comparison between them all, and an in-depth
look at the design elements and features of branding and the branding process. Additionally,
interviews were undertaken, as well as compiling survey data pertaining to each of four
predetermined objective to back up there searched literature. This research determines that brand
design as a significant impact on consumer purchasing. Ingrid Staisch, University of
Stellenbosch The purpose of this introductory chapter is to introduce the reader to brands, as well

28
asthe widely researched field of consumer behaviour. The primary field of research with which
this study is concerned is „Branding‟. However, the author felt it also necessary to introduce the
reader to some of the theories on consumer behaviour due to the fact that there are many
similarities between these closely related fields of research and that many concepts and theories
in consumer behaviour are used throughout this research report.

Baldinger, A. L. and Rubinson, J., 1996 Today the primary capital of many businesses is their
brands. For decades the value of a company was measured in terms of its real estate, then
tangible assets, plants and equipments. However it has recently been recognized that company’s
real value lies outside business itself, in the minds of potential buyers or consumers.

“A brand is both, tangible and intangible, practical and symbolic, visible and invisible under
conditions that are economically viable for the company”

Brands are built up by persistent difference ever the long run. They can not be reduced just to a
symbol on a product or a mere graphic and cosmetic exercise. A brand is the signature on a
constantly renewed, creative process which yields various products. Products are introduced,
they live and disappear, but brands endure. The consistency of this creative action is what gives a
brand its meaning, its content, and its characters’: creating a brand requires time and identity.

The American Marketing Association

defines the term ‘Brand’ as “A name, term, symbol or design, or a combination of them, which is
intended to signify the goods or services of one seller or group of sellers and to differentiate
them from those of competitors.” More

importantly, a brand promises relevant differentiated benefits. Everything an organization

does, should be focused on enhancing delivery against its brand’s promise. Combining a few
different definitions, a brand is the name and symbols that identify• The source of a relationship
with the consumer.

• The source of a promise to the consumert,he unique source of products and services

• The single concept that is created inside the mind of the prospect

29
• The sum total of each customer’s experience with the corporate

Boateng, H. and Okoe, A. F. (2015) of Philips (Director and Senior Vice President, Philips
India Limited, 2012), a challenge loving, risk taking Brand Manager, who retired after a 31 year
marketing career with Philips, and responsible for its brand success has to say;

“In the 1970’s, products were made from the manufacturing, rather than the customerpoint of
view. But with the focus shifting to the consumer, marketing has assumed a much larger role”.

Aberdeen, N. I., Syamsun, M. and Najib, M., 2016 Significant parameters in brand building
literature have experienced a dramatic shift in the last decade. Branding and the role of brands, as
traditionally understood, have been subject to constant review and redefinition. A traditional
definition of a typical brand was: “the name, associated with one or more items in the product
line, which is used to identify the source of character of the item(s)” . The American Marketing
Association’s (AMA) definition of a brand is “a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods and services of one seller or group of sellers
and to differentiate them from those of competitors”. Within this view, whenever a marketer
creates a new name, logo, or symbol for a new product, he or she has created a brand,

Kotler, 2009 He recognizes, however, that brands today are much more than that. As can be
seen, according to these definitions brands had a simple and clear function as identifiers. Before
the shift in focus towards brands and the brand building process, brands were just another step in
the whole process of marketing to sell products. For a long time, the brand has been treated in an
off-hand fashion as a part of the product Branding is a major issue in product strategy (Kotler,
2009). As the brand was only part of the product, the communication strategy worked towards
exposing the brand and creating a brand image.

Aaker and Joachimsthaler, 2008 Within the traditional branding model, the goal was to build a
brand image, a tactical element that drives short-term results. It is mentioned that the brand is a
sign–therefore external-whose function is to disclose the hidden qualities of aproduct which are
inaccessible to contact (Kapferer, 2008). The brand served to identify a product and to
distinguish it from competition.

In the journey from product-centric brands to customer-centric brands, many consumer

30
companies have locked in on a transitional concept – segment-specific brands. While brand Nike
focuses on physically active consumers, brand Disney focuses on parents with small children.
This is a significant step in the right direction and it reflects growing awareness of the power of
customers.

Keller, 2008 A brand differentiates a product in several forms and it can be broadly divided into
two categories- The tangibles (rational), and the intangibles (emotional and symbolic). Either
way, while the product performs its basic functions, the brand contributes to the differentiation of
a product. These dimensions “distinguish a brand from its unbranded commodity counterpart and
gives it equity which is the sum total of consumers’ perceptions and feelings about the product’s
attributes and how they perform, about the brand name and what it stands for, and about the
company associated with the brand”. A strong brand provides consumers multiple access points
towards the brand by attracting them through both functional and emotional attributes. The
tangible dimensions that a brand creates are product innovations, high qualities, and/or attractive
prices etc. Those are often observable from the product’s marketing mix and product
performance.

The intangible values of a brand will include those that cannot be quantified. These intangibles
go beyond the product level to become a synaptic process in the brain. In other words, consumers
will be able to respond to this particular brand without the presence of the product.

31
 CHAPTER 3
RESEARCH
METHODOLOGY

32
 CHAPTER 3 : RESEARCH METHODOLOGY

3.1 RESEARCH METHODOLOGY

Research refers to search of knowledge. The pattern in which a research is carried out to arrive at
a conclusion or to find new relationship within a particular framework is called research
methodology. Research methodology also refers to the various sequences, steps to be adopted by
a researcher to study a problem with certain objectives in view

The research methodology adopted for this study is descriptive. A descriptive study is
undertaken in order to ascertain and describe the characteristics of the variable of interest in a
situation.

Objective Of Study

1. To determine the brand image, perception, attitudes and behavior of the target audience
with regard to the NESTLE PRODUCTS.
2. To find the relationship between the quality of the product and its brand name .
3. The satisfaction level of the customers in different ways towards the branded products ,
can be studied through this report..

Research Design

Research design is the framework or plan for a study that guides the collection and analysis of
the data. It is a map or blue print according to which research is to be conducted. The research
design is given below,

a) nature of research: The research design followed for this study is descriptive research for
analyzing the collected data, an in-depth research analysis was framed and various statistical
tools and techniques were also used for the purpose.

b) descriptive research: Descriptive research includes surveys and fact-findings enquiries of

different kinds. The Major purpose of descriptive research is description of the state of affairs as
it exists at present. The methods of research utilized in descriptive research are survey methods
of all kinds, including comparative and correlation methods.

33
Sampling Technique

Convenience sampling has been used in order to draw the sample from that part of population.
The reason behind convenience sampling is that it is available & convenient for selecting the
sample population. In statistics, stratified sampling75 is a method of sampling from a population.
When sub-populations vary considerably; it is advantageous to sample each subpopulation
(stratum) independently. Stratification is the process of grouping members of the population into
relatively homogeneous subgroups before sampling. The strata should be mutually exclusive:
every element in the population must be assigned to only one stratum. The strata should also be
collectively exhaustive: no population element can be excluded. Then random or systematic
sampling is applied within each stratum. This often improves the representative ness of the
sample by reducing sampling error. It can produce a weighted mean that has less variability than
the arithmetic mean of a simple random sample of the population.

Sample Size : Size of the sample means the number of sampling units selected from the
population for the investigation. Sample size that has been used in the study is 100.

Sampling Area

The sampling unit may be a Geographical one such as state, District, Village etc., The
geographical sampling unit under study has covered the area of Gurugram.

Collection Of Data

As far as data is concerned ,structured undisguised questionnaire was used to collect the primary
data. The sampling technique involved in this research is Random sampling , and the
questionnaires are distributed to a sample size of 100.

COLLECTION OF DATA

QUESTIONNAIRE RANDOM SAMPLING

34
Collection of data tools

ANALYSIS TECHNIQUES : These have been used to obtain findings and arrange information
in a logical sequence from the raw data collected. The tools that are used for analysis are
Charts, Percentage etc

Data Type :The two main types of data for present study have been primary data and
secondary data.

DATA

PRIMARY DATA SECONDARY DATA

Primary Data : Primary data is collected in the form of questionnaire. Through the
questionnaire which consists of a number of questions printed in a definite order on a set of
forms, the respondents were expected to read and understand the questions itself. The
respondents need to answer the questions on their own and according to their perception.

Secondary Data : Secondary data consists of information that already exists. Somewhere,
having been collected for specific purpose in the study. The secondary data for this study was
collected from various books, internet etc

35
 CHAPTER 4
DATA ANALYSIS &
INTERPRETATION

36
 CHAPTER 4 : DATA ANALYSIS AND INTERPRETATION

4.1 Data Analysis & Interpretation

100 Respondents were approached to fill up the questionnaires, mostly students and working
professionals, to enquire about their awareness of nestle products , the sources from which they
got to know of these products, their price perception and also to know the reasons behind
purchasing them.

Table No.4.1 Occupation Respondents are Engaged

Occupation Respondents

Govt. employees 17

Self employed 15

Private employees 38

Students 30

Source: Primary Data

Occupation Respondents are Engaged

Fig.No.4.1 Graph Showing Ocupation Respodents are Engaged

Interpretation: From the data collected through the questionnaire we may infer that 17
respondents are government employees, 15 are self employed, 38 are private employees & 30 are
students.

37
Table No. 4.2 Gender Do The Respondents Belong

Gender Respondents

Male 66

Female 34

Source: Primary Data

Table Showing Gender Proportion Of Respondents

Fig.No.4.2. Graph Showing Gender Proportion of Respodents

Interpretation: From the graph it is analyses that 66 respondents are male and 34 are female.

38
Table No.4.3 Income Level Do The Respondents Belong To

MONTHLY INCOME RESPONDENTS

10K-20K 31

21K-30K 46

31K & ABOVE 23

Source: Primary Data

Table Showing Income Level Of Respondents

Fig.No.4.3. Graph Showing Inome Level of Respodents

Interpretation: From the graph, it is noted that 31 respondents earn around 10,000-20,000
rupees per month 46 respondents earn around 21,000-30,000 per month 23 respondents earn
30,000 and above on monthly basis.

39
 Table No.4.4 You Aware Of Nestle As a Company

Awareness of nestle as company Respondents

Yes 100

No 0

Source: Primary Data

Table Showing Awareness Of Nestle As a Company

Fig.No.4.4. Graph Showing Awareness of Nestle as a Company

Interpretation: From the above graph ,we may conclude that name of nestle as a company is
well known as none of the respondents said that they don’t know about nestle and the type of
products provided by the company.

40
Table No.4.5 You Aware of the Various Products Of Nestle

AWARENESS RESPONDENTS

YES 98

NO 2

Source: Primary Data

Table Showing Awareness of Nestle Products

Fig.No.4.5.Graph Showing Awareness of Nestle Products

Interpretation: From the graph, we may conclude that 98 respondents are aware of various
brands of nestle while 2 respondents admitted having never purchased any nestle product, being
unaware of them.

41
Table No.4.6 Makes You To Buy Nestle Products

REASONS(BUYING) RESPONDENTS

QUALITY 65

PRICE 0

PACKAGING 4

BRAND IMAGE 31

Source: Primary Data

Table Showing Reasons Behind Buying of Nestle Products

Fig.No.4.6. Graph Showing Reasons Behind Buying of Nestle Products

Interpretation: From the graph ,we come to know that 65 respondents buy nestle products
because they find these products to be of very good quality while none of the respondents is
attracted towards these products because of the price factor.4 people purchase nestle products as
they find their packaging to be very attractive.

42
Table No.4.7 People Know About Nestle

Source Respondents

Advertisement 51

Friends 25

Internet 14

Others 10

Source: Primary Data

Table Showing the Source of Awareness of Nestle Products

Fig.No.4.7 Graph Table Showing the Source of Awareness of Nestle Products

Interpretation : From the above graph ,it is analyses that 51 respondents came to know of nestle
through advertisements while 25 people heard about the brand from their friends.14 people know
about nestle via internet while the rest know it from other sources viz. free samples, publicity etc.

43
Table No.4.8 Nestle Products Are Costly

Price perception Respondents

Costly 83

Economical 17

Source: Primary Data

Table Showing Price Perception of Consumers Towards Nestle Products

Fig.No.4.8. Graph Showing Price Perception of Consumers Towards Nestle Products

Interpretation: From the pie chart , we may conclude that 83 out of 100 respondents think that
nestle products are relatively HIGHER PRICED THAN the substitutes while the rest 17 find
nestle products to be economical.

44
Table No.4.9 Frequently Do You Buy Nestle Products

Buying frequency Respondents

Regular 62

Sometimes 16

Very often 18

Occasionally 4

Source: Primary Data

Table Showing Customer’s Buying Frequency

Fig.No.4.9.Graph Showing Customer’s Buying Frequency

Interpretation : From the above piechart , we can infer that 62 respondents buy nestle products
on regular basis,4 respondents buy these products occasionally.16 respondents admitted having
bought the products sometimes while the rest buy nestle’ products very often though not
regularly.

45
Table No.4.10 Continue Buying The Nestle Products Even If Price Rises

Response to price rise Respondents

Continue buying 82

Quit buying 18

Source: Primary Data

Table Showing Response of Customer’s Towards Buying Nestle Products if Price Rises

Fig.No.4.10. Graph Showing Response of Customer’s Towards Buying Nestle Products if

Price Rises

Interpretation : From the above graph ,we may conclude that 82 respondents will continue
buying nestle products even if price rises while 18 people hinted of shifting on to substitutes in
case of price hike.

46
Table No.4.11 Your Favourite Nestle Product

Most popular nestle products Respondents

Maggi noodles 53

Nescafe coffee 11

Nestle kitkat 04

Nestle milk 12

Nestle ghee 20

Source: Primary Data

Table Showing the Most Popular Nestle Products

Fig.No.4.11. Graph Showing the Most Popular Nestle Products

Interpretation: From the above graph we may conclude that nestle′ maggi is the most poular
product among the respondents as 53 respondents called it their favourite product.

47
Table No.4.12 Nestle Products Easily Available

Easy availability Respondents

Yes 100

No 0

Source: Primary Data

Table Showing Availability of Nestle Products

Fig.No.4.12.Graph Showing Availability of Nestle Products

Interpretation : From the above graph, we may interpret that all the respondents support the
opinion that nestle products are easily available at their nearby stores while none of the
respondents opposed this opinion.

48
 CHAPTER 5
FINDINGS, SUGGESTION

& CONCLUSION

49
CHAPTER 5 : FINDINGS, SUGGESTION & CONCLUSION

5.1. FINDINGS

1. From the data collected through the questionnaire we may infer that 17 respondents are
government employees, 15 are self employed, 38 are private employees & 30 are
students.
2. It is noted that 31 respondents earn around 10,000-20,000 rupees per month,46
respondents earn around 21,000-30,000 per month,23 respondents earn 30,000 and
above on monthly basis.
3. Name of nestle as a company is well known as none of the respondents said that they
don’t know about nestle and the type of products provided by the company.
4. 98 respondents are aware of various brands of nestle while 2 respondents admitted
having never purchased any nestle product, being unaware of them
5. 65 respondents buy nestle products because they find these products to be of very good
quality.
6. none of the respondents is attracted towards these products because of the price factor.4
people purchase nestle products as they find their packaging to be very attractive.
7. it is analyses that 51 respondents came to know of nestle through advertisements while
25 people heard about the brand from their friends.14 people know about nestle via
internet while the rest know it from other sources viz. free samples, publicity etc.
8. 83 out of 100 respondents think that nestle products are relatively HIGHER PRICED
THAN the substitutes while the rest 17 find nestle products to be economical.
9. we may conclude that nestle′ maggi is the most poular product among the respondents as
53 respondents called it their favourite product.

50
 5.2. SUGGESTIONS / RECOMMENDATIONS
Through the conclusion I found out that there are certain suggestions / recommendation which
might be given to Nestle.
1. Fresh in order to improve the performance to serve the customer in better way:-
2. These are the following suggestions that can be given to nestle Fresh:-
3. Nestle should give training to its entire staff from time to time, so that they will know how, when
and what they have.
4. Nestle should see that their staff are performing the job they were appointed and not wasting
time.
5. Nestle should look after the availability of the products in the store.
6. It should be seen that the entire shelf's of vegetables are clean and there is no spoil or rotten one.
7. Nestle should make their one to one linkage between suppliers and warehouse departments more
perfect.

51
5.3. LIMITATION

First, Only three types of retail format (Supermarket. Department store, hypermarket) are
considered for this study. Thus, the generalization of the research results is somewhat
limited.

Second, the primary data was confined to Pune city and data from rural & semi urban area
were not covered.

Third, during pilot study, researcher found that the marketing managers are very busy in
their work hence researcher developed such questionnaire which can effortlessly filled by
the store managers who are easily available.

Fourth, despite best efforts, researcher did not get all the data as some of the respondents
did not apply to the task in hand.

52
5.4. CONCLUSION

From this study, we can come to the conclusion that high level of brand awareness is an
important driver with regard to influencing the purchasing behavior of consumers.

Majority of the customers believe that the branded products will always have a good quality and
the opinion about the branded products will always be positive among the customers. This
research clearly reveals that branded products are always status related and enhances the sales of
the products. NESTLE has to develop actions to enhance the brand imagery that this group
associates with the NESTLE’s brand positively. These actions should lead to long-term strategic
and market-related benefits (e.g. market share) for NESTLE within the target audience of this
study.

Although Nestle has well established brand names globally, catering to the needs of the middle
as well as high income groups but some of its products have failed to make a mark like nestle
Supligen and Drumstick .While some of it’s brands have become a household name such as
nestle ghee & milk, products like kitkat are facing tough competition from dairymilk chocolates.
Many companies have launched exact replicas of “magi noodles”,the most sought after product
of nestle.

In light of All the above factors, it is advisable for nestle to improve its marketing starategy to
keep going & still further improve its present brand image so as to make the target consumers
associate more positively with the various brands offered by the giant transnational company.

In the modern era of cut throat competition where innovative and cheaper substitutes of almost
every product are being launched by various companies every day it is indispensable to conduct
research in the market on regular intervals and keep a close eye on the strategies adopted by the
the other companies to maintain & still further improve the perception of the target consumers
towards their products and spread more awareness about various brands that they have launched
in the market.

53
BIBLIOGRAPHY

54
BIBLIOGRAPHY
Some of the websites and magazines referred by me to complete this report,

BOOKS

 Business Today Books:-Marketing Research - G.C Beri

 Marketing Management- Philip Kotler

 Marketing Management- V.S Ramaswamy & S. NamakumariI.

 Magazines:-Companies Brochures & Manuals. Magazines Overdrive

WEBSITES

 www.nestle.in,

 www.questionpro.com

 www.enaraldinsight.com

 www.sage.pup.in

55
REFERENCES

56
REFERENCES

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marketing: A review and analysis of the existing literature. Telematics and Informatics,
34(7), 1177-1190.
 Anderson, E. W. and Mittal, V. (2000). Strengthening the Satisfaction-Profit Chain.
Journal of Service Research, 3(2), 107-120.
 Baldauf, A., Cravens, K. S. and Binder, G. (2003). Performance consequences of brand
equity management: evidence from organizations in the value chain. Journal of Product
& Brand Management, 12(4), 220-236.
 Baldinger, A. L. and Rubinson, J. (1996). Brand Loyalty: The Link between Attitude and
Behavior. Journal of Advertising Research, 36(2), 22-36.
 Bloemer, J., Ruyter, K. D. and Wetzels, M. (1999). Linking Perceived Service Quality
and Service Loyalty: A Multi-Dimensional Perspective. European Journal of Marketing,
33(11/12), 1082-1106.
 Boateng, H. and Okoe, A. F. (2015). Consumers’ attitude towards social media
advertising and their behavioural response: The moderating role of corporate reputation.
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 Breitsohl, J., Kunz, W. H. and Dowell, D. (2015). Does the host match the content? A
taxonomical update on online consumption communities. Journal of Marketing
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 Aberdeen, N. I., Syamsun, M. and Najib, M. (2016). The Effect of Brand Awareness and
Image on Consumer Perceived Quality and Purchase Intension – A Study Case of
Carbonated Drink Brand at Bogor City. International Journal of Scientific and Research
Publications, 6(8), 441-446.

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ANNEXURE

58
APPENDIX

A Survey on “ANALYZING THE BRAND AWARENESS AND PERCEPTION”

Dear Sir/ Madam,
I am a student of Asia Pacific Institute of Information & Technology, Panipat. As part
of the requirements for my Master Degree in Business Administration I am required to
do a research based report. Kindly spend a few minutes of your valuable time and fill in
this questionnaire. All the information provided by you will be used only for academic
purposes and will be strictly confidential.

BRAND AWARENESS & PERCEPTION

 . I request you to kindly help me by filling this questionnaire

Name:

Age:

1.) Gender:

2.) Occupation: Government/ Private/ student /others

3.) Income level:

(A) Rs.10000-20000

(B) Rs.21000-30000

(C)Rs.30000 Above

4.) Are you aware of NESTLE,

(A) Yes

(B) No

5.) If yes, are you aware of various products of NESTLE?

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(A) Yes

(B) No

6.) What makes you to buy NESTLE PRODUCTS?

(A)Price

(B) Quality

(C) Packaging

7) How do you know about NESTLE?

(A) Advertisement

(B)Friends

(C) Internet

(D) Others

8.) Do you think nestle Products are costly?

(a)Yes

(b) no

9.) How frequently you purchase NESTLE products?

(A)Very often

(B) Regular

(C)Sometimes

(D) Occasionally

10) Would you continue to buy NESTLE products even if price rises?

(A)Yes

(B)No

11.) Which is your favourite nestle product?

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12.) Are nestle products easily available?

A.)Yes

B.)No

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