‘A STUDY ON BRAND AWARENESS ON

HERITAGE PRODUCTS’
PROJECT REPORT
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF THE DEGREE OF B.COM (COMPUTER APPLICATIONS)

Bachelor of Commerce (computer applications)

SUBMITTED TO
OSMANIA UNIVERSITY, HYDERABAD

SUBMITTED BY

Name of the student University Roll No

BHASKAR PATWARI 1064-20-407-5111

SUPERVISED BY
DR. D. Gyaneshwar
Lecturer in commerce
Badruka College Of Commerce And Arts, Hyderabad.

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 S.NO
CHAPTER
CHAPTER-1 INTRODUCTION
 1.1 Importance of brand awareness
 1.2 Need for study
 1.3 Objectives of study
 1.4 Research methodology
 1.5 Scope of study
 1.6 Limitations

CHAPTER-2 COMPANY PROFILE

 2.1 History
 2.2 About Founder
 2.3 SWOT Analysis
 2.4 Missions
 2.5 Visions
 2.6 Awards and Recognitions
 2.7 Heritage Slogans
 2.8 Quality policy of HFIL

CHAPTER-3 Data analysis and interpretation

CHAPTER-4 Finding, Suggestion and Conclusions

Bibliography

Questionnaire

ABSTRACT
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 This study is about brand awareness of Heritage Products. Brand
awareness, as one of the fundamental dimensions of brand equity, is
often considered to be a prerequisite of consumers ‘buying decision,
as it represents the main factor for including a brand in the
consideration set. Brand awareness can also influence consumers’
perceived risk assessment and their confidence in the purchased
decision, due to familiarity with the brand and it’s characteristics.
This paper tries to reveal, on one hand, the importance of unaided
brand awareness when it comes to consumers ‘ buying decision and,
on the other hand, the importance of aided brand awareness when
assessing the perceived risk associated with the purchase. The
analysis is conducted in a comparative manner, considering the case
of durable versus non-durable products.

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 CHAPTER-1
INTRODUCTION

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1. INTRODUCTION
BRAND AWARENESS
The likelihood that consumers recognize the existence and availability of a
company’s product or service is known as brand awareness.

Brand awareness is an important way of promoting commodity- related

products. This is because for these products, these are very few factors
that differentiate one product from it’s competitors. Therefore, the
product that maintains the highest brand awareness compared to it’s
competitors will usually get the most sales. Brand awareness refers to the
extent to which customers are able to recall recognition consumer
behaviour, 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 the
category. Awareness does not necessarily mean that the consumer 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. 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. Consumer’s are believed to hold between three and
seven brands in their consideration set across a board range of product
categories. Consumer’s 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 decision’s, marketers have developed a number a
metrics designed to measure brand awareness and other measures of
brand health..

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1.1 IMPORTANCE OF BRAND AWARENESS
Brand awareness is related to the functions of brand identities in
consumer’s 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 a predictor of brand success. It is an important
measure of brand strength or brand equity and is also involve in customer
satisfaction, brand loyalty and the customer’s brand relationships. Brand
awareness is a key indicator of a brand’s market performance. Every year
advertisers invest substantial sums of money attempting to improve a
brand’s overall awareness levels. Many marketers regularly monitor brand
awareness level, and if they fall below a predetermined threshold, the
advertising and promotional efforts is intensified until awareness returns
to the desired level. Setting brand awareness goals or objectives is a key
decision in marketing planning and strategy development.

Brand awareness is one of major brand assets that adds value to the
products, service or company. Investments in building brand awareness
can lead to sustainable competitive advantages, thus, leading to long-term
value . A brand that enjoys top-of-mind awareness will generally be
considered as a genuine purchase option, provided that the consumer is
favourably disposed to the brand name. Top-of-mind awareness is
relevant when consumers make a quick choice between competing brands
in low involvement categories or for impulse type purchases.

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Marketing implications of brand awareness
Clearly brand awareness is closely related to the concepts of the evoked
set (defined as the set of brands that a consumer can elicit from memory
when contemplating a purchase) and the consideration set (defined as the
“small set of brands which a consumer pays close attention to when
making a purchase decision”). One of the central roles of advertising is to
create both brand awareness and brand image, in order to increase the
likelihood that a brand is included in the consumer’s evoked set or
consideration set and regarded favourably. Awareness alone is not
sufficient to trigger a purchase, consumer’s also need to be favourably
disposed to a brand before it will be considered as a realistic purchase
option.

The process of moving consumers from brand awareness and a positive

brand attitude through to the actual sale is known as conversion. While
advertising is an excellent tool for creating awareness and brand attitude,
it usually requires support from other elements in the marketing program
to convert attitude into actual sales. Other promotional activities, such as
telemarketing, are vastly superior to advertising in terms of generating
sales. Accordingly, the advertising message might attempt to drive
consumer’s to direct sales call centers as part of an integrated
communications strategy. Many different techniques can be used to
convert interest into sales including special price offers, special
promotional offers, attractive trade-in terms or guarantees.

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Measuring brand awareness
Two types of recall test are used to measure 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 consumer’s asking about their knowledge of the
focus brand or category.

 Unaided recall tests: where the respondent is presenting with a

product category and asked to nominate as many brands as possible.
Thus, the unaided recall test provides the responded with no clues or
cues. Unaided recall tests are used to test for brand recall.
 Aided recall test: where the responded 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,
color, logo or other distinctive features. Aided recall tests are used to
test for brand recognition.
 Other brand-effects tests: In additions, to recall tests, brand research
often employees 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.

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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 affect on brand awareness levels.
Virtually anything that exposes consumer’s to a brand increases brand
awareness.”Repeat brand exposure in stores improves consumer’s
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 consumer’s brand recall and attitude towards the brand.

Brand marketers must consider how to manage awareness throughout

a product’s entire life-cycle.

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 compaign utilizes 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.

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1.2 NEED FOR STUDY
The changing trends in the Indian society lead consumer’s towards four
wheelers from two wheelers .The four wheeler/food industry is prospering
in India with eleven existing companies and different models are being
produced by each of the company. HERITAGE Udyog Ltd. Being a standard
company holds a major share in the Indian market. With increase in
competition it is releasing new models of foods with a less time gap
between one and the other. Due to the fewer gaps between one and the
others, many models are left unaware. Thus, this study helps to know the
level of brand awareness of HERITAGE FRESH FOODS and impact of
advertisement in creating brand awareness.

1.3 OBJECTIVES OF STUDY :

The main objective’s of the study is to know the level of BRAND
AWARENESS of HERITAGE FRESH FOODS.

 To study the level of brand recall and brand recognition rate.

 To analyze the role of advertisement in motivation people towards
HERITAGE.
 To evaluate the practices implemented in the process of building
brand awareness.

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1.4 RESEARCH METHODOLOGY :
Source of data: Data which is to be use for the project has come both from
primary as well as secondary sources.

Primary data: Primary data was collected by interview method and

through structured source for this data.

Secondary data: Information had been borrowed from both internal

sources such as company records and external sources like journals, books
and websites.

Sample size: As the total sales of food per year were around 1000. So 10%
of them was taken as sample size and 100 respondents were contacted.

Sampling unit: General public and food owners of various brands were
selected as the sampling unit to collect the data regarding awareness of
the brand.

Statistical tool: Statistical tools used to analyze the data collected and
interpretation of the same was done with the help of percentages, pie and
bar charts respectively.

1.5 SCOPE OF STUDY

Scope of the study is extended to 13 models of HERITAGE FRESH FOODS.
And the area of study is HYDERABAD.

1.6 LIMITATIONS
 Findings are confined to specified period.
 The study is limited to HYDERABAD and SECUNDERABAD area.

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REVIEWLITERATURE

In general, awareness describes people’s ”perceptions and cognitive

reaction to a Condition or event”. Awareness does not necessarily imply
understanding as it is an abstract concept. Awareness may be focused
on an internal state, such as an instinctive feeling, or an external events
such as sensory perception. Event though, there is awareness of
everything at the same time, the intensity varies. People’s awareness is
reshaping its structure constantly, and what we call awareness is the
sum of the individual’s experience .So it is possible to do one thing
while still be aware of many other things .Brand awareness is the
capacity of consumer’s to recognize or remember a brand, and there is
a linkage between the brand and the product class, but the link does
not have to be strong . Brand awareness is a process from where the
brand is just known to a level when the consumer’s have put the brand
on a higher rank; the brand has become the “top of mind”. Anchor to
which other associations can be attached is when a new product has to
work to win recognition, because there are few purchase decisions that
can be done without knowledge about the product. Moreover, without
attained recognition it is difficult to learn about the character and
advantages of the new merchandise. With product identification it is
easy to create a new relationship to the item. The explanation of
familiarity/linking is that people like familiarity, and knowledge make
the product and brand more well-known and familiar. This contains
most of all low-involvement products like sugar, salt, paper, towels
when the knowledge about the brand often makes the buying decision.

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 In some cases, the brand awareness and understanding can depend on a
buying situation and do all the effort for consumer’s in a buying process.
The level of brands to consider is the first level to reach. When buying
merchandise is to choose a collection of trade names to consider a
“consideration set”.

Brand awareness is much about communication. This is how it explains the

awareness and recall of a name: “A name is like a special file folder in the
mind which can be filled with name-related facts and feelings. Without
such a file readily accessible in memory, the facts and feelings become
misfiled, and cannot be readily accessed when needed.” Brand awareness
is the situation and the level of depended upon both achieved awareness.

Figure levels of brand awareness:

Brand recall
Brand recall is also known as unaided recall or spontaneous recall and
refers to the ability of the consumer’s 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
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 brands 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,
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awareness set size, situational, usage factors and educational level. For
instance consumers who are involved with a category, such a heavy users
or product enthusiasts, may be able to recall a slightly largest 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
contrast 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 when it at the point-of-sale or after viewing its
visual packaging. In contrast to brand recall brand names within a given
category, when prompted with a brand name, a larger number of
consumers are typically able to recognize it.

Top-of-mind awareness
Consumers will normally purchase one of the top three brands in their
consideration set. This is known as top-of-mind awareness. Consequently,
one of the goals for most marketing communication is to increase the
probability that consumers will include the brand in their consideration
sets.

By definition, top-of-mind awareness is “the first brand that comes to

mind when a customer is asked as unprompted question about a
category.”When discussing top-of-mind awareness among larger groups of
consumers (as opposed to a single consumer), it is more often defined as
the “most remembered” or “most recalled” brand name.

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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.

Percy and Rossiter (1992) argue that the two types of awareness, namely
brand recall and brand recognition, operate in fundamentally different
ways in the purchase decision. For routine purchases such as fast moving
consumer goods (FMCG), few shoppers carry shopping lists.

Marion and Booth (1997) give good examples of awareness: People have
earlier experience of a certain situation and are aware of that. They are
also aware of who they are, the background to the circumstances, where
being located as well as the emotions to the place, what time of year it is
and what day it is, and also what to do the rest of the day.

Jiang’s (2004) investigation also shows that brand name, in other words
recognition of a brand, has an impact on consumers; choice. Achieving
Brand Awareness Recognition and recall in attaining awareness, engage
two responsibilities: to increase the brand name identity as well as linking
the characteristics to the item. This is in particular vital when the product
is new (Aaker, 1991). Aaker (1991) has set up the following factors
concerning how to achieve brand awareness.

Keller (2003) claims that brand awareness consists of recognition and

recall and that brand awareness in its turns is a part of brand knowledge.
To measure brand awareness effectively it is important to know where
most of the consumer decisions are made. If many decisions are made at

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the point of the purchase, where the brand, logo, packaging etc. are
visible, brand recognition measures will be important.

BRAND POSITIONING
This idea of a well positioned product/brand has always intrigued
companies and brand markets like. The concept of brand positioning has
generated a lot of interest among brand enthusiasts and it is one branding
concept backed by empirical research at paradoxical as it may seem it is
one of the most misunderstood concepts of branding. Positioning
invariably as been associated with creating the desired place for the
product/brand in the market. Yet, this definition of positioning is to
simplistic. The concept is far more abstract than it is perceived to be, at
first glance. However this does not in any way diminish its importance in
brand management as a matter of fact with increased research activity in
the area, positioning concept is fast becoming an important branding tool.

BRAND CUSTOMER RELATIONSHIP:

The relationship between brand and customers is a complex one. The

purpose of brand marketing is more than attraction. Acquisition and
retention of customers. It is necessary to build a long term relationship
between brand and customer as it is portable and both the parties. While
building a long term relationship with customers ensures to steady stream
of income, a consistent market base and, stability in share market, for the
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company. For consumers, besides the utilitarian value of having to
dispense with the time and money spent in searching for new brands,
there are other social and emotional values that brands provide. A
meaning full relationship is one way in both the customers and the brands
provides value to each other. Customers view brands as a means of self
expression and hence brands needs to exploit the idea by developing
closer links with its target audience, who share similar values and beliefs.

BRAND LOYALTY
All brand marketers want their brands to command a high degree of brand
loyalty the desire of having a large set of brand loyal customers is
ultimately linked to long term profitability of the brand. It is a well known
fact the profits accrue mainly due to repeat purchases and brand loyal
customers are known to make frequent purchases of their favourite
brands, leading to the steady stream of profits from comparatively lesser
outlays on advertising and promotions. But with thousands of brands vying
for consumers limited mind space, achieving this elusive level of brand
loyalty seems to be quiet impossible. Yet brands have large brand
following and in certain cases customers refuse to buy any other brands in
case the desires brand is not available. This chapter examines analyzes the
cause of the brand loyalty and the strategy for and means of nurturing and
developing loyalty among consumers.

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 CHAPTER-2
COMPANY PROFILE

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COMPANY PROFILE
2.1 History:
Heritage at glance: Heritage foods limited was founded by Mr. Nara
Chandrababu Naidu in the year 1992, which is one of the fastest
growing public listed companies in india, with two business division-
diary and renewable energy. The annual turnover of heritage foods
cross INR 2344CR in financial year 2022-23.

Currently, Heritage milk and milk products have a market presence in

Andhra Pradesh, Telangana, Karnataka, Kerla, Tamilnadu, Maharashtra,
Delhi and Madhya Pradesh. It is one of the fastest growing private
sector enterprises in india, with three business divisions viz.. Dairy,
Retail, and Agri under its flagship company Heritage foods (India)
limited (HFIL) one infrastructure subsidiary -Heritage infra developers
limited and others associated companies viz.. heritage finlease limited,
heritage international limited and heritage agro merine private limited.
The annual turnover of heritage foods cross Rs 347 Cr in 2022-23 and is
aiming for which is 700 Cr for 2023-2024. Currently, Heritages milk and
milk product have a market presence in Andhra Pradesh , Telangana,
Karnataka, Tamilnadu. Integrated agri operations are in Chittoor and
Medak district and these are back bone to retail operations. In the year
1994, HFIL went to public issue to raise resources, which was over
subscribe 54 times and it shares are listed under B1 category on BSE
(stock code:519552) and NSE (Stock code: HERITAGEFOOD)

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2.2 ABOUT THE FOUNDER

Sri Chandra Babu Naidu is one of the greatest dynamic, pragmatic,

progressive and visionary leassers of the 21st century. With an objective
of bringing prosperity in to the rural families through co-operative
efforts, he along with his relatives

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 CHAPTER 5
DATA ANALYSIS

1. GENDER

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GENDER COUNT OF EMAIL ID
Male 55
Female 44
Grand Total 99

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2. AGE OF THE RESPONDENT

AGE OF THE RESPONDENTS NO OF RESPONDENTS

Below 18 years 12
18- 25 years 50
25 – 35 years 30
Above 35 years 7
Grand total 99

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3. Occupation

OCCUPATION RESPONSES
Student 60
Employee 18
Businessman 9
Other 12
99

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 4.Brand selection

1.Which brand/company super market

do you prefer shopping in? count
Amul 1
DMART 7
HERITAGE 44
Mbs 1
MORE 16
Ratnadeep 1
RELAINCE FRESH 29
Grand Total 99

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5.Dairy products

TYPES OF PRODUCTS RESPONSES

Milk 40
Ghee 10
Curd 12
Paneer 16
Butter Milk 8
Butter 10
Other 3

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5.PREFER WHICH TYPE OF MILK

TYPE OF MILK RESPONSES

Cow Milk 44
Buffalo Milk 55
Total 99

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6. Basis To Choose A Brand

BASIS RESPONSES
Quality 65
Quantity 12
Price 15
Package 7
Total 99

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7. Opinion on Heritage brand

OPINION ON BRAND HERITAGE RESPONSES

Reputed known brand 50
Low maintance 5
Good service 30
High performance 12
others 2
Grand total 99

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4. LEARNT AHERITAGE

FIRSTLY HEARD ABOUT HERITAGE RESPONSES

Telivision 34
Newspaper 10
Magazine 8
Internet 15
Family & Friends 32
Total 99

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5. Heritage Advertisement Response

ADVERTISEMENT RESPONSE RESPONSES

Excellent 15
Good 60
Satisfactory 16
Bad 4
Worse 4
Total 99

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6. Is Advertisiment Sufficent for the product

ADVERTISIMENT OF PRODUCT RESPONSES

Yes 44
No 55
Total 99

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8.Aware of New product Launch by Heritage

LAUNCH OF NEW PRODUCT RESPONSES

Yes 35
No 35
Maybe 29
Total 99

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9.What You think of Heritage Food

OPINION ON HERITAGE FOOD RESPONSES

Excellent 20
Good 60
Satisfactory 14
Neutral 5
Bad 0
Total 99

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