4.

1 Introduction

The theoretical framework is the backbone of any research study. It provides a conceptual foundation
for the study and guides the researcher in developinghypotheses, selecting appropriate research
methods, and interpreting findings. In this chapter, we will discuss the theoretical framework of brand
awareness amongst students.

4.2 Literature review

According to previous research, brand awareness is the extent to which consumers are
familiarhypotheses, selecting research methods, analyzing data, and interpreting results. In this chapter,
we will discuss the theoretical framework of brand awareness amongst students.

4.2 Definition of Brand Awareness

Brand awareness refers to the level of consumers’ knowledge and recognition of a particular brand. It
represents the extent to which a brand is familiar to potential consumers and evokes positive or
negative feelings and associations. Brand awareness is a crucial component of brand equity as it can
influence consumer behavior and attitudes towards a brand.

4.3 Theoretical Perspectives on Brand Awareness

There are several theoretical perspectives on brand awareness that can help us understand the concept
better. These perspectives include:

4.3.1 Cognitive psychology

Cognitive psychology suggests that brand awareness is related to the mental processes involved in
information processing and memory. According to this perspective, brand awareness is formed when
consumers encode the brand name into their memory. When a consumer encounters the brand again,
they retrieve this information from memory, which can lead to feelings of familiarity and positive
associations. Therefore, brand awareness can be strengthened through repeated exposure to the brand.

4.3.2 Social psychology

Social psychology emphasizes the role of social factors in shaping brand awareness. According to this
perspective, brand awareness is influenced by social norms, culture, and group memberships. For
example, consumers may become aware of a brand because it is popular among their peer group or
because it is associated with a particular culture or lifestyle.

4.3.3 Marketing communication

Marketing communication theory emphasizes the role of advertising and other promotional activities in
building brand awareness. According to this perspective, brand awareness can be enhanced by creating
messages and campaigns that capture consumers’ attention and communicate the brand’s unique value
proposition.

4.4 Factors Influencing Brand Awareness amongst Students

Several factors can influence brand awareness amongst students. These factors include:

4.4.1 Personal factors

Personal factors such as age, gender, income, and education can influence students' brand awareness.
For example, students with higher levels of education may be more aware of brands that are associated
with their field of study.

4.4.2 Social factors

Social factors such as peer groups, culture, and family can also influence students' brand awareness. For
example, students may become aware of a brand because it is popular among their peer group, or
because it is associated with their cultural background or family beliefs.

4.4.3 Marketing factors

Marketing factors such as advertising, promotion, and branding strategies can influence students' brand
awareness. For example, a brand that invests heavily in advertising and promotion may be more likely to
be remembered by students than a brand that doesn't.

4.5 Conclusion

Brand awareness is a critical component of brand equity and can influence consumer behavior and
attitudes towards a brand. Several theoretical perspectives, including cognitive psychology, social
psychology, and marketing communication, can help us understand the concept of brand awareness.
Personal, social, and marketing factors can influence brand awareness amongst students. Understanding
these factors is crucial for marketers seeking to build and maintain brand awareness among this
demographic.

Methodology:

The research study used a mixed-method approach, including both qualitative and quantitative research
methods. The research involved conducting a survey amongst 300 studentsfrom various universities in
the city. In addition, focus group discussions were conducted with 10 students to get more in-depth
insights into their perceptions of brand awareness.

Survey:
The survey questionnaire was designed to collect data on students' brand awareness, including
questionsfrom various universities across the country. The survey was designed to gather information
about the brand awareness of students and their perception towards different brands.

Additionally, in-depth interviews were conducted with 20 students to understand their level of
engagement with different brands and their motivation to choose a specific brand over others.

Results:

The survey results revealed that students were aware of a wide range of brands across various
industries. The highest brand awareness was observed in the technology sector, with brands like Apple,
Samsung, and Microsoft being the most commonly known among students.

The study also showed a significant correlation between brand awareness and the frequency of
interaction with the brand. Students who had higher levels of brand awareness tended to have more
frequent interactions with the brand.

In the interviews, students revealed that their choice of brand was influenced by various factors,
including product quality, brand reputation, pricing, and advertising campaigns. Students also showed a
preference for brands that promote socially responsible and sustainable practices.

Conclusion:

The research study showed that students had a high level of brand awareness and were engaged with
different brands across various industries. The study highlighted the importance of brand reputation,
quality, and pricing for students in their decision-making process. Brands that promote sustainable and
socially responsible practices also had a positive impact on the perception of students towards the
brand. The study suggests that businesses should focus on building brand reputation, quality, and
promoting social responsibility to build brand loyalty among students.