Measurement of brand Awareness and Brand perception

Executive Summary

Perception" defined as a "process in which we select, organize, and interpret the input from

their minds to give a unique meaning or order to the world around us". Perception includes

the perceiver, the target of perception, and the situation. In order to evaluate and compare the

consumer perception for brand awareness and brand loyalty for two famous brands of soft

drinks i.e. Coke Coca Cola and Pepsi, during this project research will further extend the

effect of consumer perception of Coke and Pepsi will be determined for consumer association

to these brands. The project will be aimed to do comparative study of two viewpoint of

marketing. i. Consumer perception about brand Loyalty ii. Brand awareness. Relation of

Consumer perception about the loyalty and their awareness for the selected brands of Coke

and Pepsi are compared. Methodology for the research will be adopted to track down the

measurement of consumer’s perceived loyalty of Coke and Pepsi. Consumer’s awareness

about these brands and then making a comparison between both brands in order to evaluate

the consumer’s perception, loyalty and brand awareness. Primary data about consumer’s

perception about Coke and Pepsi brands will be collected through the following sources, 1.

Consumers of Coke 2. Consumers of Pepsi The data from these primary sources will be

collected by using the questionnaires. Secondary data will be collected and extracted from the
secondary sources that already exist and contains relevant information about the Coke and

Pepsi brands related to consumer’s perceptions about loyalty and brand awareness. Following

will be the mostly utilized sources for secondary data. 1. Previous research on consumer’s

perception about brand’s loyalty & awareness 2. Official statistics/ reports about brands 3.

Internet Surveys/Web information 4. Brand Reviews / Evaluation Reports For the underlying

project, a questionnaire will be used to gather the data about the selected brands, consumer

perception, loyalty and consumer awareness towards these brands and This project will help

to improve the stronger brands, impact of brand awareness and brand loyalty. It will also lead

the marketer to construct and develop improved branding strategies through its results and

outcomes while dealing with consumer’s perception, awareness about brand. The outcomes

can be implemented while dealing with the strategies, involving the consumer’s loyalty,

brand awareness, brand positioning and determining the brand strengths in market.
Table of Contents
Chapter 1 Introduction...............................................................................................................9

1.1 Introduction of the Project:..............................................................................................9

1.2 Background:...................................................................................................................12

1.3 Brand/Company’s introduction:.....................................................................................14

1.3.1 COKE:.........................................................................................................................15

1.3.1.1 Coke International:...................................................................................................15

1.3.1.2 Major brands of Coke:.............................................................................................16

1.3.1.3 Major brands of Coke:.............................................................................................16

1.3.2 PEPSI:.........................................................................................................................17

1.3.2.1 Pepsi Cola International:..........................................................................................17

1.3.2.2 Major brands of Pepsi:.............................................................................................17

1.4 List of competitors:........................................................................................................18

1.5 Objectives of Project:.....................................................................................................18

1.6 Significance:...................................................................................................................19

Chapter No. 2 The Coke Brand................................................................................................20

2.1 Marketing mix:...............................................................................................................20

2.1.2 Coke – Price:...............................................................................................................21

2.1.3 Coke – Place:...............................................................................................................22

2.1.4 Coke – Promotion:......................................................................................................22

2.2 Market segmentation strategies......................................................................................23

2.3 Target marketing strategies............................................................................................23

2.4 Brand Loyalty of Coke...................................................................................................24

2.4.1 Defining Brand Loyalty:.............................................................................................24

2.4.2 Elements of Brand Loyalty.........................................................................................24

2.4.2.1 Personal Service.......................................................................................................24

2.4.2.2 Pricing......................................................................................................................24
 2.4.2.3 Value Added Services..............................................................................................25

2.4.2.4 Finance.....................................................................................................................25

2.4.3 Impact of Brand equity................................................................................................25

2.4.3.1 Customer Satisfaction..............................................................................................25

2.4.3.2 Customer Retention..................................................................................................26

2.5 Brand Awareness of Coke..............................................................................................26

2.5.1 What is Brand awareness............................................................................................26

2.5.2 Why Brand Awareness is Important...........................................................................26

2.5.3 Building Brand Awareness.........................................................................................27

Chapter No. 3 Competitor Analysis.........................................................................................28

3.1 Introduction of the competitor firm................................................................................28

3.1.1 Major brands of Pepsi:................................................................................................28

3.2 Marketing mix................................................................................................................28

3.3 Market segmentation strategies......................................................................................30

3.4 Target marketing strategies:...........................................................................................31

3.5 Brand Awareness of Pepsi.............................................................................................31

3.5.1 What is Brand awareness............................................................................................31

3.5.2 Why Brand Awareness is Important...........................................................................31

3.5.3 Building Brand Awareness.........................................................................................32

3.5.4 Defining Brand Loyalty:.............................................................................................32

3.5.5 Elements of Brand Loyalty.........................................................................................33

3.5.5.1 Personal Service.......................................................................................................33

3.5.5.2 Pricing......................................................................................................................33

3.5.5.3 Value Added Services..............................................................................................33

3.5.5.4 Finance.....................................................................................................................34

3.5.6 Impact of Brand equity................................................................................................34

3.5.6.1 Customer Satisfaction..............................................................................................34

 3.5.6.2 Customer Retention..................................................................................................34

Chapter No 4 Methodology......................................................................................................35

Methodology............................................................................................................................35

4.1 Data Collection Sources.................................................................................................35

4.1.1 Primary sources...........................................................................................................35

4.1.2 Secondary sources:......................................................................................................36

4.2 Data Collection Tools/Instruments................................................................................36

4.3 Sampling:.......................................................................................................................36

4.3.1 Sample Size:................................................................................................................37

4.3.2 Sampling Technique....................................................................................................37

4.3.3 Data Collection/Fieldwork..........................................................................................37

4.3.4 Questionnaire..............................................................................................................38

Chapter No 5 Data processing, analysis & interpretation........................................................38

5.1 Fieldwork/Data Collection:............................................................................................38

5.1.1 Data Collection............................................................................................................38

5.1.2 Data QC Assurance.....................................................................................................39

5.1.3 Time Constraints & Data Source Management..........................................................39

5.2 Project Questionnaire:....................................................................................................39

..............................................................................................................................................45

Chapter No 6 Conclusion, recommendations and limitations..................................................45

6.1 Conclusions:...................................................................................................................45

6.2 Recommendations:.........................................................................................................48

6.3 Limitations:....................................................................................................................49

References................................................................................................................................67
Chapter 1 Introduction

1.1 Introduction of the Project:

The project is based on the comparative study of two brands from the beverage industry, one

is Pepsi and Coke. This study will be based on the perspectives of brand awareness and brand

loyalty with respect to the consumer perception about the brands. Both the brands are very

famous and excessively used throughout the globe among the fast moving consumer goods,

so more convenient to draw conclusions and perform research with the limited time and

resources. Consumer’s awareness about the brand and loyalty for the brands are the key

factors for predicting the success of a brand or positioning of any brand within the given

market. Both the factors, brand awareness and brand loyalty has a great impact on

consumer’s perception about the brand equity. Consumer’s perception is something which

consumer’s perceive about a brand in their mind and it has a significant impact on a brand.

Perception of consumer does not necessarily have very much impact on the actual

performance of the product; whereas it is based on the current reputation of brand and

product image with respect to the knowledge of the consumers. Perception is a process

through which any consumer tries to manipulate the brand information in order to get

awareness about the brand which can lead to transformation of brand into brand loyalty.
Generally, during perception following stages cause revival to brand loyalty and awareness

through following stages. • Brand Selection • Brand Information • Image formulation •

Relating / bonding with Brand • Brand Loyalty Humans unlike machines can have the ability

to Perceive. It is a feeling which is based on the conclusion formed with the given

information around and the mindset of the consumer which is responsible of processing the

information. Perception gives humans the might to make important decisions or can reflect

their important decisions. It all leads to the most important decision of purchasing.

Purchasing means investing into the brand, for making it a greater brand. Total sales turnover

of the brand depends on the consumer purchase decision. If the consumers perceive positive

about the brand, it means he carriers more loyalty and will remain potential customer, until he

keeps on getting the right value for his money. A comparative study will be performed for the

selected brands i.e. Coke and Pepsi, during the project under the title of “Consumer

perception with respect to Brand Awareness and Brand Loyalty”. Both the selected brands,

Pepsi and Coke are FMCGs, which are used all over the world by different segment of

consumers with different demographics i.e. gender, ages, occupations etc. Both the brands are

marketing, their brands as soft drinks for consumers. These soft drinks are used frequently in

daily lives. These are used excessively at Fast foods, hotels/restaurants, during amusing guest
at home, events & occasions like Holy events of Eids & birthdays/Wedding parties and other

events. These brands have matured over the years, have formed higher levels of awareness

and strong brand loyalties and build up specific perceptions about these brands. While

completing the project and performing the research, necessary data will be collected from the

target population segments and analysis will be made to determine & manipulate the

perception of Consumers with respect to their Brand Loyalty and Awareness of these brands.

Underlying research will focus on concluding the fact the how much is the impact of brand

perception on brand awareness and brand loyalty of these brands. Several conclusions can be

drawn if consumer perception plays any role and there is a relation among the consumer

perception, brand awareness and brand loyalty of these brands. The project is intended to

fulfill the needs of marketing research which is quite important for present marketing trends

Comparative study will help to evaluate and make marketing strategies and decisions and

guidelines as in current marketing era survival of brands depend upon the awareness,

differentiation, uniqueness, identity and perception based on comparison of its competitive

brands. Thus, this research is quite important and beneficial to highlight & recognize several

aspects about the consumer’s perception, brand loyalty and brand awareness to provide
benefit and insights for marketing strategies and brand development. It will help in creating

new bonds and relationship between the potential consumers and the brands.

1.2 Background:

Perception means the way in which something is regarded, understood, or interpreted. More

precisely, in marketing the perception can be defined as “the process by which individuals

select, organize, and interpret the input from their senses to give meaning and order to the

brands around them”. The Components of perception are defined as i. perceiver, ii. Target of

perception, iii. Situation. [1] According to business dictionary consumer perception can be

defined as “a customer's impression, awareness and/or consciousness about a company or its

offerings.” [2] Future purchasing decisions are affected by the perception of quality of any

product or brand along with its origin and other attributes. [3] Consumer perception is

typically affected by means of awareness of a brand i.e. Advertising, Brand Reviews, PRs,

Media, Personal experiences and other channels. [4] The perception of consumer depends on

how consumers think about any brand and how they imagine about brands, so consumer

perception is vital attribute for brand comparisons. It is always at the heart of the business. It

is vital since it can impact consumer loyalty and awareness towards the brand which

ultimately results in change in purchase decision of consumer for the brand. In terms of sales,
finance, advertising etc consumer’s perception, awareness and loyalty becomes very much

important about any brand. The brand success depends upon its ability to sustain the

consumers loyal after attaining the consumers through awareness and the keeping the

perception of brands good in the minds of consumers as it can influence consumer behavior,

which ultimately affects the brand. Thus brands spend a lot on effort on awareness and to

retain the consumers loyal to those brands. Attaining perception by setting different forms of

objectives or actual quality. Results in higher level abstraction rather than a specific attribute

of a product or brand and a global assessment that in some cases usually made within a

consumer's evoked set. Also, the loyalty and perception are not the same things, but they are

inter-related attributes as There is a difference between objective, perception and loyalty. [6]

[7] [8] [9] Thus, Consumer Perception affects the loyalty of a brand and also a brand loyalty

will be affected by the perception of that brand which also is affected the level of Brand

Awareness an Increase in Awareness & Loyalty of brand leads to the brand equity. This,

phrase of brand equity is used in marketing to describe the value of having a well-known

brand name. The idea is based on the concept that a well-known brand name or with higher

awareness brand can earn more from market as compared to a brand with a less awareness.

The consumers believe about brand with more awareness is better, well perceived, also
becomes more famous and favourite as compared to the brand which is less well-known. [10]

[11] [12] [13] Reason to study the brand awareness, brand loyalty on comparative basis is, so

that the behaviour of the consumer and their perception and purchasing on the base of that

perception can be evaluated. Buying or purchasing behaviour of any brand is strongly

influenced by perception which is a psychological factor. Ultimately in order to keep brand

loyalty or association of brand, the quality must be constantly measured and evaluated in

terms of consumer expectations and needs. [14][15] Spreading the awareness, helps to spread

the name of brand and it is considered as the Extrinsic cues, which are generally more

influential than that of intrinsic cues i.e. Packaging [16]. Previously the researcher has

reached to an agreement that the liking a brand and making purchase of a brand, depends on

more than just sensory details. Also the non-physical details i.e. Brand name & prices also

influence the purchase decision of a consumers. [17] So, in order to evaluate consumer

Perception with respect to Brand Awareness and Brand Loyalty these two famous brands of

soft drinks will be undertaken the research and also the research will be further extended to

conclude the further relation among the loyalty, awareness and perception of brands.
1.3 Brand/Company’s introduction:

A General Trading Company of United Emirates Arab, known as Al Ahlia Co (PVT) formed

a partnership with Gulf line of Oman to creat Al Ahlia Gulf Line General Trading (PVT)

LTD in 1988 and started production of Can and bottle Line for Coca Cola. In 2003, for the

very first time CoCa Cola plant was commissioned in Middle East in four stages. Got their

ISO 9001:2000 and in 2004 obtained HACCP certification (Hazard Analysis Critical Control

Points Certification)[18]

1.3.1 COKE:

1.3.1.1 Coke International:

The Coca-Cola was found in the year 1886 by Dr. John Pemberton who produced a Coca-

Cola Syrup for sale in drinks. The bottling business was started by two US Businessmen

Benjamin Thomas & Joseph Whitehead when they got rights to sell Coca-Cola. Coca-Cola

remained an independent & local company until the 1980s when the bottle’s franchising

business began to flourish. In 1986, Coke merged its some operations with the John T.

Lupton franchises & BCI Holding Corporation. The Stocks were sold publicly by the Coke

on 21st November, 1986at the adjusted price of $5.5 per each share. In 1991, Coke became a

larger Company with the Merger between Coke and Johston Coke Bottling Group Inc. After
the merger a dramatic restructuring was carried out in 1992 which became successful. Over

this period 1.4 billion share sales were made and Coke’s total revenue was around $5 billion.

Coke has geographically covered almost 59% of the world market and it is the world’s

biggest company in Soft Drink Industry and Coco-Cola is among the most valuable Global

Brands in the world. [19]

1.3.1.2 Major brands of Coke:

There are different brands of the Coke Company, which are currently in market worldwide.

Coke is engaged in carbonated as well as Other drinks. Following are important brands by

company Page | 13 Consumer perception with respect to Brand Awareness and Brand Loyalty

: A comparative study of Coke & Pepsi • Coke (Coke) • Sprite • Fanta • Diet coke • Coke

classic

1.3.1.3 Major brands of Coke:

Coke has following major brands in the UAE market.

• Coca-Cola

• Diet Coke/Coca-Cola light

• Minute Maid Pulpy

• Sprite • Sprite 3-G

• Sprite Zero/diet Sprite/Sprite light

1.3.2 PEPSI:

1.3.2.1 Pepsi Cola International:

Pepsi was introduced by Caleb Bradham in 1893 at his drugstore. The Pepsi logo was

designed in 1905and redesigned in 1926 & 1929. In 1993, Pepsi went into bankruptcy due to

results of World War I. Pepsi Co is the merger of Pepsi-Cola & Frito-Lay that took place in

1965. Some of the Pepsi brand names of very old (100 Years), but the Pepsi Corporation is

fairly young. “Pepsi Cola” is derivation of two principle ingredients i.e. Pepsin & kola Nuts.

The Tropicana was acquired in 1998 and in 2001 The Quaker Oats Company merged with

Pepsi. Pepsi Co. brands are found nearly in 200 countries which consists Snack business of

Frito-Lay, Pepsi-Cola, Tropicana, Cereals & Other food products.

1.3.2.2 Major brands of Pepsi:

There are different brands of the Pepsi, which are currently in market worldwide. Pepsi not

only deals in the carbonated drinks but also other drinks. Dubai Refreshment Corporate

(DRC) was allotted as a sole franchisee and distributor of Pepsi Co in 1962 although the
factory established in 1959. It became a Public Shareholding Company in 1994. Its strategic

location on the main Sheikh Zayed Road is itself a landmark.[20] Dubai Refreshment

Corporation Brands.

1.4 List of competitors:

Both the brands of Pepsi and Coke are from the Beverages industry. Following are the list of

beverage companied which can be each other’s competitors.

The Coca-Cola beverages

• PepsiCo

• Thunder Cola

• Barbican

1.5 Objectives of Project:

Mainly the project objective is to evaluate the consumer perception about the brand with

respect to Brand Awareness and Brand Loyalty towards these brands. Following are major

objectives of the research,

1. To determine consumer perception with respect to Brand Awareness and Brand Loyalty of

Coke
2. To determine consumer perception with respect to Brand Awareness and Brand Loyalty of

Pepsi

3. To compare the Brand Awareness, Brand Loyalty with respect Consumer perception of

both the brands.

1.6 Significance:

Consumers are always backbone of the business. Any brand owes the position in market

according to, how consumers perceive the brand. For consumer perception the brand

awareness and loyalty is deep seated in consumer’s mind about that brand. Thus, brand

loyalty is the extent and everything which the consumer imagines and thinks about that

brand, good, bad or ordinary. Also, as brand awareness or relatedness to the brand is

something which keeps the consumer committed to the brand as compared to their

competitors and keep the consumers to stick with the brand even though market pressure of

other brands is there. When consumers start perceiving good about a brand, then their

relatedness and loyalty with that brand increases. As brand loyalty become stronger, brand

become more strong and popular among its potential consumers. Thus, the study of the

consumer’s perception about the brand and its relation with brand loyalty and brand

awareness is a significant topicto research on. The research is also significant to help to draw
some useful conclusions which will be helpful to develop the brands and help them to acquire

the competitive advantage over other brands. The conclusions drawn from the underlying

research will help the brands to improve their awareness and then to increase the loyalty of

consumers with the brand with respect to consumer perception about the brands. Research

can be utilized to construct and develop more striking branding strategies using the

conclusions of the research regarding consumer perception, brand loyalty and brand

awareness.

Chapter No. 2 The Coke Brand

2.1 Marketing mix:

Marketing Mix is a combination of marketing tools which are utilized by firms to follow its

marketing objectives in market. Marketing Mix contains 4 major tools which are also as

following: 4P s i.e. Product, Price, Place and Promotion.

Product is the most basic element of marketing. If the product is strong in value then can

become a vital tool of marketing. It comprises product design, quality, features, branding, and

packaging. • Price also plays important role, Prices are determined with view to the buying

power of the potential consumer, it is another most critical tool. Price also includes discounts,
allowances, credit terms and payment period. • Place or distribution channel determines the

accessibility to the consumer and it is also key marketing mix tool. Place includes logistics,

storage, transportation and making it available for the customer. The greater you cover the

bigger the market coverage you have and so is the sales turnover. • Promotion, publicity,

advertising, sale promotion is the fourth marketing mix tool. Promotion includes activities

that the company undertakes to communicate in order to promote its product to target market.

Direct marketing, sales promotion, advertising, sales force, public relations are some

examples.

2.1.1 Coke – Product:

Product’s secret formulation is a business secret of Coke which in terms is related to

ingredients and ratio of its products i.e. Colour, flavor, sugar and carbonic water etc. A

product formula is held as trade secrets and few employees know a little about it and can’t

duplicate it. When we talk about product in terms of product ingredients, its flavors, its

brands, packaging can all be different. Since coke has several product brands like Fanta, diet

coke, coke etc. Packaging in glass bottle, tin packs in different quantities, served as chill adds

to the flavors.
2.1.2 Coke – Price:

Pepsi and Coke are ruling the market due to the pricing strategies. The price of Coke is based

on the cost based as well as demand and supply. They have to sell in volumes in order to

generate high turnovers, since the profit margins are low. In UAE market Pepsi and Coke had

a strong monopoly with a price of 1 Dirham and just recently the price has been increased to

1.5 Dirhams. A common man under the scotching heat of the desert can afford to buy a 1

Dirham can of 330ml to overcome his thirst. This quantity, price and packing are not

available anywhere else. Therefore both Coke and Pepsi keep a common price in order to

compete.

2.1.3 Coke – Place:

Coke as a multinational company as set standards for huge network of distributions

worldwide and in UAE. Coke utilizes the manufacturing and distribution agencies, local

shops network, restaurants etc. It has also attached itself with outlets in institutes, universities

colleges.

2.1.4 Coke – Promotion:

Coke is using the following promotion campaigns. 1. Advertising (TV, Bill Boards, Radio

Adds, Affiliation with other brands) 2. Personal selling (Exhibitions or Special Campaigns on
events) 3. Sales promotion (Discounts, jumbo packs, buy one get one free) 4. Publicity and

public relations (Mass marketing based on building bonds) Coke is utilizing the Event

organizational activities i.e. Coke studio, different seasonal events such as Eid, Basanet,

Cricket Matches etc.

2.2 Market segmentation strategies

Coke has segmented its Market in four broad ways, which are given below: • Mass Marketing

• Differentiated Marketing • Concentrated Marketing • Niche Marketing Obviously, the Coke

is mostly using the method of Differentiated Marketing, because it is catering the needs of

different market segments with diverse strategies of different flavors, diet coke, varied price

range, packaging, different sizes (1.5, regular, Tin pack) and labels etc. For Example Coke is

offering Diet Coke, Regular Coke, Sprite, Fanta and such other flavors keeping in view the

needs & preferences of customers from different segments.

2.3 Target marketing strategies

Target marketing is the strategy to specifically focus on the particular market segment which

can be more productive, beneficial and result oriented. The Target Market for Coke is very

wide because it has devised different strategies for satisfying the needs of varied customers. It

ranges from Regular Coke to Flavored beverages and Health-Conscious diet beverages. Coke
is targeting almost all age groups & market characteristics with greater products

diversification including Children, Male, Female, Youngers and even Elders, Students,

Professionals, Businessman, Employees and Households.

2.4 Brand Loyalty of Coke

2.4.1 Defining Brand Loyalty:

Brand Loyalty refers to the continuous process of a customer to repeatedly buy a product of

same brand rather than switching to other brands. In other words, the social and

psychological attachment of a customer with particular brand is said to be Brand Loyalty.

Coke has massively developed its Brand Loyalty by providing value-added services and

personalized offerings.

2.4.2 Elements of Brand Loyalty

2.4.2.1 Personal Service

Brand loyalty exhibits the personal bondage with the brand. A customized service on part of

Coke, play a vital role in building personal bondage. Due to this a customer is ready to go an

extra mile to get the same brand product instead of switching his choice. Special offers for

loyal customers promote the word of mouth and bring more & more referrals for brand.
2.4.2.2 Pricing

Pricing is the key marketing factor which is closely related with brand positioning in market.

Coke has adopted the different pricing strategies for different market groups as right price for

the right value of product is very important in brand loyalty. This is because it has to not only

meet the customer requirements but he has to give something extra than expectations.

2.4.2.3 Value Added Services

With Value-Added Services, the brand adds value to the customer experience of buying a

product and pays back more than the expectations of customers. The brands life is also

associated with value addition. More the value Coke offers more the brand grows and

inversely it would decline to die if there is no value-addition. It is important factor for

sustaining Brand Equity as well.

2.4.2.4 Finance

Finance refers to the Revenues & Profits that comes with Sales. Coke beverages are

consumed all around the world with its massive amounts of sales. Coke is financially sound

to set the budges for future marketing to sustain the value added services with best price to

maintain brand loyalty and brand image.

2.4.3 Impact of Brand equity

2.4.3.1 Customer Satisfaction

Customer Satisfaction is the core marketing objective. It is the measure of how well the

customer is satisfied with the offerings of Coke. The brand needs to exceed the specified

satisfaction goals of customers because the number of satisfied customers and Customer

satisfaction ratio highly affects the brand equity.

2.4.3.2 Customer Retention

Retaining a loyal customer is more easy & productive than finding more new customers. The

customer retention includes the first contact of customer with brand to the entire life

experience of brand produces, value-added services and offerings. The products & services

are not the only attributes for customer retention, but the way customer is being served is also

key feature to retention. Coke is retaining its Market share with is distinctive customer

focused strategies and flavored products for variety of customer needs.

2.5 Brand Awareness of Coke

2.5.1 What is Brand awareness

Brand Awareness is simply the recognition and existence of the particular brand. How well

the customer knows about the Coke or how well is the customer informed with brand
offerings defines the level of Brand Awareness. It is the foremost step for promoting the

Brand and Product.

2.5.2 Why Brand Awareness is Important

Brand awareness is crucially important because it not only ensures attraction of new

customers but it also encourages them to become loyal with brand. With good brand

awareness, we get increased sales leads and repeated businesses, because the customers are

more likely to attach with the brands they can trust and identify easily. According to AAU

(Awareness, Attitudes & Usage) Metrics, the customers usually go through the sequential

process of awareness, initial purchase of product and loyalty to brand. Therefore, brand

awareness is the key factor to build brand loyalty.

2.5.3 Building Brand Awareness

For Building Brand Awareness a complete strategy takes place which includes the Logo,

symbols taglines and all the related images & messages. The Coke has been very prominent

in building its Brand Awareness through particular messages, segment-specific tactics,

geographical strategies and various promotional tactics. This is why the brand of Coke is

among the 10 Best Global Brands. Coke is implementing many promotional tools for brand

awareness such as Advertisement, Publicity, Promotional Offers and Specialized Labeling on

particular occasions like Eid etc. Recently, the Coke is using sense of belongingness in its

advertising to promote friendships, brotherhood and family attachments in order to boost the

Brand awareness.

Chapter No. 3 Competitor Analysis

3.1 Introduction of the competitor firm

Pepsi Co is the merger of Pepsi-Cola & Frito-Lay that took place in 1965. Some of the Pepsi

brand names of very old (100 Years), but the Pepsi Corporation is fairly young. “Pepsi Cola”

is derivation of two principle ingredients i.e. Pepsin & kola Nuts. The Tropicana was

acquired in 1998 and in 2001 The Quaker Oats Company merged with Pepsi. Pepsi Co.

brands are found nearly in 200 countries which consists Snack business of Frito-Lay, Pepsi-

Cola, Tropicana, Cereals & Other food products.

3.1.1 Major brands of Pepsi:

Pepsi Cola Entered in the Market of Dubai (UAE) by offering Pepsi Franchise to Dubai

Refreshment Co. in 1979 with following brands: • Pepsi Regular • Pepsi Diet • 7-Up • 7-Up

Free • Mirinda • Mountain Dew

3.2 Marketing mix

Marketing Mix is the basic marketing tool with 4 major Marketing Functions often referred

as 4 Ps that is Product, Price, Place & Promotion.

• Product is the basic object or service being sold by the company to customer. It includes

product design, features, quality, branding, packaging labeling and support services. The

Pepsi products are well planned and have good image in Market. The Product formula is a

business secret for both the Pepsi & Coke which is not the publicly opened. Rather Pepsi

products are also diversified into different flavors, labels packaging & sizes based on

customer preferences. • Price is something or the amount of some money paid by the

customer on exchange of a product. It includes different Pricing Strategies with discounts,

credit terms, payment period and allowances. The Price of Pepsi Products & Coke Products is

almost same for each product. In earlier days Pepsi was the market leader in beverage

industry and it was using Costbased Pricing Strategy which means the price of Product

included cost incurred on product plus the margin. However, with the rising global

widespread of Coke and emergence of other competitors like Sufi & Gourmet Cola etc. Pepsi

is now using Competitive Pricing Strategy to keep pace with this competitive market era.
• Place or Distribution Channel is also another major tool of Marketing Mix. It simply deals

with the complete procedure of getting the product from manufacturing site to the end user. It

includes, transportation channels of distribution, warehouses etc. Pepsi has its Distribution

strategy in all around the world. It has many franchises, wholesalers, retailers and distribution

agencies worldwide in different countries, which help the Pepsi in building their strong

Distribution Network across the globe.

• Promotion is also one of the major tools of Marketing Mix. It is the process of

communicating the company message to customers and to promote the company products.

The key promotional strategies of Pepsi include Advertising, Sales Promotion, Personal

Selling, Publicity & Public Relations. Additionally, it is also using Seasonal Events strategies

for promotions and it has also been a sponsor for Pakistan Cricket Board, Cricket World Cups

& Other Sports.

3.3 Market segmentation strategies

The following are the broad ways in which Pepsi has segmented its market like its competitor

Coke. • Mass Marketing • Concentrated marketing • Differentiated marketing • Niche

marketing Pepsi is also using differentiated market segmentation method like Coke in order

Page | 25 Consumer perception with respect to Brand Awareness and Brand Loyalty : A
comparative study of Coke & Pepsi to satisfy the needs of diverse market groups. It has

offered different flavors Regular Pepsi, 7-Up, Mirinida, Mountain Dew. It has varied price

ranges and packages in regular, tin packs 1.5 Liter and now 2.25 Liter even. For example

Mountain Dew is preferred by teenagers & youngsters whereas Health-conscious people

prefer 7-Up.

3.4 Target marketing strategies:

Pepsi is targeting a very wide segment market without gender difference. It covers Children,

youngsters, elders, professionals, businessmen, students and households as well. Its target

market is considerably large. It has designed different products or flavor for different market

segments. For example, Pepsi offers 7-Up to Health Conscious people, Dew for youngsters &

teenagers whereas Regular Pepsi Drink for average people.

3.5 Brand Awareness of Pepsi

3.5.1 What is Brand awareness

Brand awareness is the public existence or recognition of the Brand. In other words, how

much the customer is aware about the Brand, is termed as Brand Awareness. Pepsi has

maintained very good awareness for its brand in the market.

3.5.2 Why Brand Awareness is Important

Brand Awareness is important because the Brand awareness brings the initial sales that are

converted into brand loyalty. Brand Awareness is a key process to gain initial contact with

customers, build relationship & convert them to become loyal. If there is no brand awareness

in market, the brand would become useless. More the brand awareness is built more the

chances of success.

3.5.3 Building Brand Awareness

Building Brand Awareness is a process to advertise and publicize the brand to a level that

every customer of the market segment should know about the brand and its products.

Building Awareness involves messages, logos, symbols and taglines as well. Pepsi is also

keenly engaged in building its Brand Awareness to become Competitive. If customers are

unknown of the brand, how they can attach with the brand. Pepsi is also using advertising

intensively for building its brand awareness. Besides this, various other promotional

strategies like sales promotion, sponsorships, and seasonal campaigns are also used to build

brand awareness.
3.5.4 Defining Brand Loyalty:

Brand Loyalty refers to the social & psychological attachment of customer with a particular

brand. It is the personal bondage of customer with the brand. A person with Brand loyalty

repeatedly purchases the products of same brand without switching to other choices easily

available. There is good brand loyalty developed by Pepsi as well as the customers of Pepsi

for its different flavors & products are found loyal to the brand.

3.5.5 Elements of Brand Loyalty

3.5.5.1 Personal Service

Brand loyalty ensures customer satisfaction and his bondage with the brand. Pepsi is also

promoting its brand loyalty by offering personalized services like different flavors for

particular group of people and geographic specific ads with related messages to create the

good feel in customers of being cared.

3.5.5.2 Pricing

Pricing Strategy plays a key role in building brand loyalty and to position the brand in

Market. Pepsi was already adopting cost based pricing but now they are adopting

Competitive Pricing Strategy to give value to customers over competitors for building brand

loyalty.
3.5.5.3 Value Added Services

Value-Added Services on part of Pepsi include Jumbo promotions, Ramzan Package This

value-addition is key element for brand loyalty because it develops the customer’s lifetime

experience with the brand. Pepsi is also conscious for its Value-Added Services strategy.

3.5.5.4 Finance

Finance as element of brand loyalty refers to the brand’s financial position to carry out

strategies & campaigns for building Brand Loyalty. Pepsi is a large organization with sound

financial position to launch different schemes & campaigns for Brand Loyalty.

3.5.6 Impact of Brand equity

3.5.6.1 Customer Satisfaction

Customer Satisfaction is the measure of fulfillment of customer’s needs and how well

customer is happy with offering of Pepsi. Pepsi is also taking initiatives to maintain higher

levels of customer satisfaction to exceed the expectations as it is key ingredient for Brand

Equity. More satisfied customers, higher the brand equity.

3.5.6.2 Customer Retention

Higher customer satisfaction leads towards the customer retention. Customer Retention refers

to the loyal customers who remain with same brand with their lifetime good experience of

brand offerings.

Chapter No 4 Methodology

Methodology

This project does the comparative study of following perspective of marketing related to

brands,

i. Consumer perception

ii. Brand Awareness

iii. Brand Loyalty

A Methodology will be designed, implemented and followed to analyze the consumer’s

perception about brands, their awareness and loyalty towards these brands so that a

comparison can be made between these both brands.

4.1 Data Collection Sources

In order to acquire information for conclusions and findings during this project, different

sources are used which include the primary data and secondary sources.

4.1.1 Primary sources

Primary data for the research is gathered through the following primary sources, 1.

Consumers of Coke 2. Consumers of Pepsi The data is collected through the questionnaires.

4.1.2 Secondary sources:

Also some secondary sources will be used to obtain the Secondary data i.e.

1. Any previous research data

2. Official statistics about Coke and Pepsi

3. Brand Reviews/ Brand Official reports 4. Web information/ Internet Survey

4.2 Data Collection Tools/Instruments

The tool used to gather the data for the project was Questionnaires, A questionnaire designed

to gather data about the brand awareness, brand loyalty and brand perception of consumers

and any other relevant data.

4.3 Sampling:

The main targeted population for the project are Consumers of soft drinks and For the current

research project subjects or target population chosen was from the Consumers of Coke and

Pepsi brands. The subjects were individual consumers, household, student, people form

different professions with different age , gender, social class and local people of UAE.

4.3.1 Sample Size:

To keep the research time convenient and time bound, a Sample size of 100 was taken. This

reasonable size of sample was taken in order to collect the sufficient reliable and authentic

data and to make sure the ease of access for the data.

4.3.2 Sampling Technique

Although the target population base of the sample population is huge due to wide spread use

of Pepsi and Coke. But for sample size of 100 to choose the samples conveniently and easily,

Convenience sampling technique was used, because by using this technique, we can select

the cases haphazardly on the basis of ease of access.[21] Reasons behind using the

convenience sampling technique are, • Convenience of reaching to the sample population •

Involves low cost of doing research • Saving the time • To reduce the biasness effect • For

fast, easy, cost effective research.

4.3.3 Data Collection/Fieldwork

Questionnaire is used in order to collect the data from the target population i.e. consumers of

Pepsi & Coke , distributor in the field .

4.3.4 Questionnaire

The Questionnaire was used as the data collection tool and questions were developed in

manner to provide following type of information,

• Information to disclose the consumers perception about the Coke and Pepsi

• Information to show the brand awareness

• Information to help predict the brand loyalty • To help to gain information directly from the

consumer of Pepsi & Coke.

Chapter No 5 Data processing, analysis & interpretation

5.1 Fieldwork/Data Collection:

5.1.1 Data Collection

All the data for the project was gathered using the questionnaire in order to determine the

specific responses of the sample population. Different other sources of data collection were

used in order to collect data for other uses i.e. introduction of companies and brands, for
marketing strategies mixes etc. The used sources for this purpose were some Previous

research work, Web information, Official stats/Reports, Reviews and case studies about

brands.

5.1.2 Data QC Assurance

During the data collection Quality of data during all the phases of project generally and in

data collection particularly was assured from all aspects of the data collection process to

minimize error and enhance the reliability of data and conclusions drawn. Quality of data was

assured through following ways, 1. By utilizing and assuring authenticity of sources 2.

Assuring Data consistency 3. Data Re-checking and error omission 4. By avoiding any

biasness by consumers 5. By protecting data loss 6. By avoiding personal biasing toward

Coke or Pepsi brands.

5.1.3 Time Constraints & Data Source Management

Major portion of data for brands, their history, market segments, consumer behavior,

opinions, brand association. The facts and figures, business analysis, annual business reports

and surveys, Reviews etc. are taken from online webs of Coke i.e. and Pepsi.
5.2 Project Questionnaire:

Following project questionnaire was used for the project. All the questions were designed to

include following dimensions of Consumer behavior, perception and association towards

Brands. • Consumer perception • Brand loyalty • Brand awareness • Repeat purchase

behavior Below given Questionnaire was used to collect the data.

Survey Questionnaire

The following survey is being conducted for academic purposes only. Information provided

will be kept private and confidential. Your Participation in this regard will serve as a helping

hand in the knowledge creation process. Please take a few moments to complete this research

survey.

Which of the following brand of cold drink do you buy mostly?

a. Coke

b. Pepsi

5.2.2 Questions about Brand Loyalty& Brand Awareness:

To evaluate the brand awareness, loyalty and purchase behavior to determine which brand do

they prefer and how often they purchase that brand, following questions were asked:
5.2.3 Questions about Brand Awareness:

In order to determine the consumer’s perception about the brand, likert scale from “strongly

agree” to “strongly disagree” was used for following Questions, • I did not search attribute

information of the brands I was not aware of. • I usually purchase the same brand within a

product class. • At the place of purchase, I could visually detect my preferred brand without

much effort. • I can quickly recall the symbol or logo of brand when I am not at the place of

purchase. • When think about that product line, I always have the brand in mind.

5.2.4 Questions about Brand Loyalty:

Responses for following Questions were collected through questionnaire on Likert scale. to

determine the consumer’s loyalty with the brand, • If my preferred brand in this product class

is not available at the store, it makes little difference to me if I must choose another brand. If

I had made a brand choice in this product class before actually making the purchase, I might

easily change my intended choice upon receiving discrepant information. • I automatically

knew which brand to buy. • When think about that product line, I always have the brand in

mind.

5.3 Data Processing, Analysis & Interpretation:

Question No. 1

Brand Selection of Respondent (Which of the following brands of cold drink do you Buy

mostly?)

a. Coke

b. Pepsi

Question No. 2

Age of Subject/Respondent

a. 20-30
b. 30-40

c. 40-50

d. Above 51

Question No. 3

Gender of Subject

• Male

• Female
Question No. 4

Occupation of Subject/Respondent (what is your Occupation?)

Chapter No 6 Conclusion, recommendations and limitations

6.1 Conclusions:

This research product was aimed to determine the consumer perception about the brands

Coke & Pepsi based upon the perceived quality of brand by the consumers and thus their

association towards brands. Following conclusions can be drawn from the study. i. The

overall research survey for Coke and Pepsi has revealed that Coke is more adopted brand

then that of Pepsi. ii. Consumer’s perception and loyalty about those brands is better which

are more advertised or about which more information is spread. In our case of soft drinks,

coke due to its widespread awareness through its advertisement is more favorite & consumers
are more likely to buy Coke then Pepsi. iii. The research leads to an important conclusion that

Customer is always looking for awareness due to several factors. Consumer always try to find

more about the features of any brands and even the brands they know very well, still they

want to know any new features or information about that brand. iv. This research help to find

the fact that the consumers, when they used to buy the same brand whenever they have to

make purchase in same product class i.e. soft drinks, clothing, handheld devices and other

FMGs, their loyalty with that brand keep them sticking with that very same brand. So the

brand loyalty is a major factor in making consumer’s perception about the brand or in other

words the brand loyalty will be higher if the consumer perceptions are higher for the brand. v.

An important outcome from research is that when customers perception about any brand

becomes good, it help them to be loyal to that brand which also comes through the brand

awareness, as awareness helps to make the consumer, initially interested and then loyal to the

brand. So, in case of unavailability of any brand on shelf, consumers still, don’t find it easy to

change the mind about purchasing other brand, which concludes that awareness and loyalty

are linked strongly and awareness of a brand help the consumers to perceive good about a

brand and then to stick to that brand. vi. Research indicate that a well-known brand for which

consumers have more awareness, ultimately gets closer to consumers and also find a good
image and perceived value. Consumers being more aware of and loyal about these brands,

tend to prefer the brand when it comes to buying that brand. vii. This research helps us to

conclude that it is obvious that if at the place of purchase consumers can visually detect their

preferred brand then it means that they are well familiar with it, they can recognized a brand

due to awareness about the brand and also it shows the loyalty of the consumers for that

brand. At the same time, more loyal are the consumers, more likely they have better

perception about the brand and they are more aware about the brand. So, in order to increase

the loyalty with the brand, the brand awareness must be expanded. viii. Conclusion can be

drawn from this research that, for both brands majority of the consumers were strongly

agreed with the statement that they can remember the symbol /logo of their favorite brand. ix.

Thus loyalty is strongly connected to the fact that when consumers become loyal, they can

recall and remember the logos of their favorite brand; on the other hand awareness is

important factor, more they become aware with the brand logos through advertising etc, they

become more loyal towards the brand and so does the consumer perception also increases. x.

Through the research we can conclude that if consumers have the brand in mind, while they

are discussing about the product line i.e. soft drinks, then it shows the loyalty of the

consumers towards that brand. The more quickly they can remind the brand, more loyal are
they with the brand and ultimately, it employee that awareness is also very important and

same is the case about the perception, so consumer perception is linked to the awareness and

loyalty of the brands. xi. Research leads to conclude, by asking about discrepant

information’s effect on chosen brand’s purchase, that the consumer awareness is important

thing and company must spread the information about the brand in precise and transparent

way, as it has a greater impact on consumer’s loyalty if some information reveal on consumer

before purchase, even though sometimes these are in accord with brand, but as these are

revealed just in time to consumer so he might not understand or interpret these ones at

sudden, so it spoils the loyalty and consumer perception about brand can change.

6.2 Recommendations:

Concluding from the above research, following recommendations are worth considering. o

As perception leads to the brand loyalty, thus brands in general and Coke and Pepsi needs to

focus on the point that its consumers are made to perceive more value from the brand which

can come through assuring them about quality of product and other factor i.e. best price, best

value, availability, trend etc. o The perceived value should be increased through different

ways, i.e. by spreading more awareness without any discrepant information, to make the

consumers feel more loyal and aware about the brand. Coke and Pepsi here can emphasize on
enhancing the brand repute through more awareness or advertisement so that perception of

consumers about the brand improves and hence loyalty dose too. o Due to losing popularity

of Pepsi among young people as found in research who are more fans of Coke brand which

are usually profit making segment for cold drinks and FMCGs brands. Pepsi can concentrate

on young people. o Less people of elder age selected the Coke, so Coke should also focus on

the target market of elder consumers. o Research suggest that brands awareness is the only

way which brings a perception of loyalty and also loyalty is the key to evoke good perception

and once loyalty is shown by consumer from any brand, consumer’s loyalty and association

with that brand will increase, so Coke and Pepsi especially in contest of research and other

brands in general should focus on spreading the awareness about their brands by more and

more advertising and should try to gain the loyalty and good perception by consumers by

their brand to increase the consumers of their brands.

6.3 Limitations:

There were several limiting conditions which were faced as the restrictive factors during the

course of this research product and they have affected the research product in one way or

other. Some important limitation which otherwise have let the research results and finding

more refined and improved, are o Difficulty in accessing the concerned

participants/respondents as they were scattered and people were more often unwilling to

respond and fill the questionnaire. o At several stages access to the required information was

difficult due to several reasons i.e. privacy issues, company policies, non-disclosure

confidential data from companies, researchers etc. o Time was the biggest limitation which

has reduced the scope of study and forbade to dip into more detailed analysis and to reach the

more segments of the populations. As research scope was very large as compared to the time

allowed for completion of the research. If the time was flexible there were more aspects

which can be reached through this research by enlarging the sample size and dimensions of

study. o Among major hurdles were the lack of budget available for travelling to coverage the

more urban and rural areas and also to utilizing the more concise information and

professional sources i.e. IEEE libraries and other sources which are available after paying. So

like every research, if budget was more readily available, more professional and useful

dimensions could be added to this research. o Scope of study was limited to only perceived

quality and consumer’s brand association which if was made broad with allowing other

dimensions, could make the research more elaborative and useful.

Branding is a popular subject having a significant amount of work done by academics as well

as researchers on new product launch and brand awareness. Brands are also more powerful in
terms of forging relationship with customer which is sustainable and profitable compared to

regular unbranded products (De Chernatony, L., et al.,2010). Through the literature

ascertained, it has been derived that brand awareness can be created through the presentation

of brands to the customers which in turn develop a stimuli like response from them where

they are able to relate, recognize, recall and be on the whole aware of brands. Existing brand

tend to use brand reinforcement techniques to build on their brand awareness programs. The

new products on the other hand make use of advertising and promotion to increase the

awareness of product amongst the existing and potential consumers of the product. Strategies

that can be employed by businesses to increase awareness of brands include making us of

attitude advertising and management of the brand image, (Percy et al.,2006). The behavior of

customers associate with their purchase of products in the market is largely based on

elements of their value framework (Oh, Haemoon,2000).For consumers in the market place

value framework is made up of items like the brand image, the class association, of the brand,

its price and its overall awareness in the market relative to others. Work conducted by (Farris

et al.,2010).depicts that the purchase decisions made by consumers on a cognitive level are

influenced significantly by the brand image and its awareness amongst the target market.

Research also provides that brands that have a higher level of associated brand image and
awareness amongst the consumer are likely to be purchased again and again by consumers.

(Hoyer, Wayne, D., & Steven P. Brown,1990).Therefore specifically for inducing repeat

purchase behavior in the consumers, brand awareness can be considered as a significant

contributor (Macdonald, Emma, K.,& Byron M. Sharp,2000). New products can increase

their awareness in the marketplace amongst consumers through a number of different

strategies employing new as well as traditional media. Traditional media based advertising

and promotions using ATL techniques have the widest reach in the market but can be

expensive to manage for new products. As a result new BTL launch techniques,(Salcido

T.,2011), are innovatively employed by businesses to introduce new brands into the

marketplace in a more personal way in which consumers in the market can relate to the new

brands more effectively while reducing the overall costs incurred. Popular new media

strategies that are being employed by businesses include using internet and mobile based

network marketing strategies. (Jenkins, H., 2006). (Ou, Shih, Chen & Wang, 2011)explain

brand loyalty as inferred promise to repurchase the solicitous goods. It expands the

motivation of purchasers towards buying behavior.They said that brand loyalty can be

expanded by building strong customer relationship and consumer loyalty programs.(Moraga,

Parraga& Gonzalez 2008) clarify brand loyalty as continual purchasing ethics. Brand loyalty
is not an onetime stroke however a continual process. It helps the organization to get

customer preference, buy intention and secured profitability. Brand loyalty is the interpreter

of organization's financial performance. Brand loyalty is actually accomplished when the

customer’s show repeated buy behavior towards the particular brand. Loyalty comes as a

consequence of the customer fulfillment, if customers are fulfilled from the brand functions

then they demonstrate loyalty towards the brand and they turn into the heartless of price

factor and they will indicate strong interest to purchase the product at any expense. Brand

loyalty serves to augment the brand value in the area. There are sure behaviors which created

in the buyers as an aftereffect of the brand loyalty.(Jalilvand, Samiei& Mahdavania,2011)

studied the impact of brand loyalty on buy intention. In view of 242 observations from

different respondents they confirmed that brand loyalty has a positive impact on buy

intention. (Arslan&Altuna,2010) defined brand image as the positive and negative feeling

about the brand concerning the brain of the customers unexpectedly or when they recall their

memories. They have the view that there are three aspects of brand image which make the

entire image of the brand which are; positivity, strength, and peculiarity. (Lee, Lee and

Wu,2011)clarify the brand image as the general personality reflection and convictions about

the specific brand by remembering its unique qualities which make it not the same as the
others. The brand image is important aspect towards buy expectation. It drives the customers

to expend more esteem on the particular brand having good brand image. It helps the

consumers to choose whether which brand is a superior choice for them and they are

compelled to make purchase expectations a few of times. For internet marketing it is critical

for companies to be learned about factors such as consumer attitudes, values, convictions,

feelings, purchasing habits, and purchasing decisions in different settings furthermore they

should to perceive many measurements of human behavior and decision-making is

constituted by national society (Soares, Farhangmehr, & Shoham,2007). (Katona, Zubcsek, &

Sarvary,2011)found the electronic communications design being used inside online social

media permits research into how one individual can hold impact over an another. They

likewise found that these patterns are of great utilization to advertisers "who scan for new

popular marketing strategies to encourage new product diffusion" (Katona, Zubcsek,

&Sarvary,2011.p. 441). Their objective was to confirm the assumption that network data can

help recognize influences to or far from potential customer adoption of a potential product.

They additionally attempted to identify "how the network structure drives adoption" (Katona,

Zubcsek,& Sarvary,2011.p. 426). Research Problem and Research Questions The objective of

this research is to figure out which approaches to satisfy customers and how to promote
awareness of its brand image, and loyalty with an immigrant population in North-Cyprus and

a suitable area where there are heaps of migrants and a hard transportation, what variables

impact consumers behavior and decision making which can build the offers of the product

and services? There are focal inquiries that must be replied so as to determine the purpose for

these low customers turn out and frail brand awareness and character: 1. which among these

three dimensions of customers based-brand value brand image, brand loyalty and perceived

quality seems to have the slightest brand equity rating? 2. Which factors have significant

impacts on customer's behavior to product and services? 3. Which strategies may be utilized

to improve the brand value and image, loyalty awareness of the cooperative? 4. Does

customer based-brand value differ between restaurants as for each one quality of brand

awareness, brand image, perceived quality and brand loyalty? Research Aims & Significance

The main aims of the research are depicted as follows 1. Highlight the significance of brand

awareness of products and how it can improve their market success rate. 2. Provide that a

direct relationship exists between brand awareness and consumer purchase design making

behavior. 3. Depict how new and alternative media can be used in a more creative and

effective mannerto improve brand awareness for new brands amongst consumers. The

proposed research is significant as it not only highlights the importance of brand awareness
for new brand penetration in the market but provides strategies that can be employed by new

brands to create awareness in the market place in a more cost effective and efficient manner.

Theory as well as practical strategies can be tied through the proposed research using analysis

of case studies of different strategies employed by businesses for increasing new brand

awareness through different media options. Research methods can be inductive, deductive or

adductive. (Saunders, Lewis &Thornhill2000).Deductive approaches will test the hypothesis

against reality and thereafter, verified or nullified. These methods arequalitative. In this

report, deductive approaches will attest to the impact that culture plays in the M&A (Media

Awareness) process and the accrued benefits if a company indulges in pre-merger

sensitization. Inductive approaches deal with the empirical findings and look for any laws,

theories or generalizations that describe them. The culture aspect will be reviewed and

analyzed basing the findings on case data retrieved from interviews and surveys. These

methods are quantitative. The adductive approach equilibrates between the deductive and the

inductive approaches. In the case of this research, the approaches that will gain prominence

include the deductive approach in liaison with the qualitative and the quantitative methods.

The research methodology of the thesis is a combination of secondary data and primary data.

Secondary data were collected from journals, articles and books using the school library and
web. The primary data were collected utilizing communication with the utilization of surveys.

Questionnaires were distributed personally. the study depend more on the primary data since

the research work is about individuals' attitude, intentions, and purchasing behavior for a

specific brand. This study accept that help researcher know more about the purposes behind

buyer's behavior and managers decision. Regarding to reason for this study, data was

collected by distributing questionnaire among people with different gender and age, levels of

education, profession. A self-designed questionnaire has been considered for data collection.

The questionnaire and its validity has been measured and ensured by scholarly and

practitioners. Participants have needed to answer each one inquiries utilizing five-point Likert

scale, ranging from 5=strongly agree to 1=strongly disagree.The study is deductive in nature

where is gathered and analyzed the primary date to find the factors which impact brand

awareness and customer behavior by media particularly for fast food restaurants, such as

brand equity, brand image, and loyalty, accessibility in local store, efficient, to know

consumer concerns about online purchasing, and brand awareness like recall of brand

privacy, trust, after sales service, delivery, nature of merchandise services, and consumer

characteristics about these demographics. In order to measure underlying factors to buying of

fast food products online or to order in a store the study have calculated factor analysis, a data
reduction technique by combining related variables to factors. This study have likewise

figured average rating to find the main barriers in internet shopping. In the study the

questionnaire has main segments for example, demographics variables, general purchaser

behavior and particular brand awareness. The questionnaire was filled in by local people of

Girne in north - Cyprus. So as to meet time and asset constraints, particular populations in the

researcher's round were utilized. Out of 150 questionnaires 115 respondents were

contemplated for analysis and research. A questionnaire was one of the methods applied in

the collection of market information. This was done before using the brand awareness

strategy in the promotion of the commodities. However, there were some limitations

experienced in the use of questionnaires. For instance, the questionnaire was prepared in

English language, which most of the respondents did not understand. The target market is

composed of clients from diverse backgrounds. This means that most of the respondents use

English as their second language so maybe they did not understand the questions postedto

complete and this was not enough to gather sufficient information. Disseminating the

questions and analyzing the responses required substantial time to understand the market

trends.Similarly, use of questionnaires did not express the true changes of consumer

characteristics such as changes of emotions, behaviors or feelings. This implies that the
responses do not show the valid reactions of respondents. It is not easy to tell how truthful the

clients are when giving their suggestions(Saunders and Thornhill,2000). It was also noticed

that some respondents did not submit their questionnaires after answering the questions. This

is because some people were not willing to offer their opinions or fill in the questionnaires.

Sometimes they thought that the questions were too standardized and did not allow them to

offer their suggestions. The questions are constructed in such an approach to answer the

exploration question and the questions were additionally built in relation to consumer

perceptual measure of brand awareness.Question 1, 2, 3 and 4 were constructed to know the

demographical variables of our respondents. For brand awareness, two brand awareness

attributes i.e. first of mind and brand recognition were adopted from past research (kapferer,

1994 Yoo and Donthun 2001). To find top of mind brand recall, the respondents were asked

to “mention down the name of a fast food restaurant in North Cyprus that first comes to their

mind”. To measure brand recognition, the research asked respondent to “choose the fast food

restaurant they are most familiar with from a list of three fast food restaurant in North

Cyprus”. (Engel Blackwell & Miniard.1993) referred to brand image as the joined impact of

brand affiliation or customers perception of the "brands tangible and intangible affiliation".

(Keller K.L,1993) see brand image as an issue or affiliation consumers structure as an result
of their memory concerning a product. As per (Low & Lamb,2000 p.352), brand image can

likewise be referred to as the emotional perception or reason that shoppers place to a specific

brand. Subsequently, brand image does not exist in the features, innovation or the real

product itself, it is in some cases brought out by advertisement, promotion or clients. Brand

image empowers a consumer to perceive a product, lower purchase risks, assess the quality

and get certain experience and fulfillment out of product separation. Marketing researchers,

for example, (Keller K.L,1993) have recommended that brand image is an important

component of brand value. (Krishnan,1996) found that brands with high brand value are

inclined to more positive brand relationship than those with low brand value. Also (Lassar et

al.,1995) figured out that brand with high brand image rating always have higher brand value

and premium cost. Decisively, (Kwon,1990) reported that positive brand image is basically

likely connected with favored brands. Analysts have suggested that brand value is to an

extent determined by the brand affiliation composition of the image. As per (Keller (1993),

positive, unique and strong affiliations are expected to give a positive brand image which will

make an inclination in the psyche of consumers in this manner expanding the brand value,

(Pitta and Katsanis,1995).likewise expressed that a unique, favorable and strong brand image

permits the brand to be effortlessly separated and situated in the consumers psyche, in this
way adding to the possibility of expanded brand value. Consumer Behavior is the

investigation of individual, groups, or associations and the procedures they use to choose,

secure, and discard products, services, experiences, or thoughts to fulfill needs and the

impacts that these methods have on the consumer and society.(Kuester,Sabine.2012)It blends

elements from psychology, sociology, social anthropology, marketing and economics. It

endeavors to understand the decision-making processes of purchasers, both individually and

in groups , for example, how feelings influence purchasing behavior. It thinks about

characteristics of individual consumers, for example, demographics and behavioral variables

trying to attempt individuals' needs. It additionally tries to evaluate impacts on the consumer

from groups, for example, family, companions, games, reference groups, and society in

general (Lynn R. Kahle, Angeline G. Close,2011). As per (Ugala,2001),two sorts of

consumer behavior exist, i.e. cognitive and experience-oriented consumer behavior.

Consumers with cognitive behavior are logical and rational consumers while experience

oriented consumers have more emotional motivation to need to buy a product(Dalqvist&

Linde.2002).described consumer behavior into four i.e. rational, learned, unconscious and

social behavior and they are adapted by these three steps: KNOWLEDGE→ ATTITUDE→

ACTION. • Rational Behavior: consumers with rational behavior first get some information
about the product and what it may offer. By evaluating this information, they get a

disposition at the product and at last act; whether to purchase the product. This kind of

behavior is generally regular when consumers are purchasing costly product for instance

autos.KNOWLEDGE→ATTITUDE→ACTION. • Unconscious Behavior: consumers with

unconscious behavior starts with an attitude towards the product, this attitude might either

originate from feelings or sentiments. This attitude will lead the consumers to figure out more

data about the product and get knowledge about it lastly act their decision.

ATTITUDE→KNOWLEDGE→ACTION. • Learned Behavior: this kind of behavior stems

from propensities. These Consumers don't arrange their decision of product, they do it by

habit. Sample of this behavior is when purchasing a newspaper. Media has greatly influenced

the relationship between consumers and businesses, especially the social media. They have a

large number of connections with the most attention commanded from user base. The

connections built in real life by networking have lots of potential(De Chernatony, et

al.,2010). Products and services are introduced to consumers meaningfully, that is through a

two way conversation. The social media can be a very important channel of a brand.

Feedback on a company’s products is easily accessed. Social media users say what the

product means to them at that time and so the data collected from such forums is real. This is
beneficial in the improvement of strategies for better customer satisfaction. It will enable the

business to know and understand the situation on the market for better strategizing(De

Chernatony, et al.,2010). The media can; however, be disastrous too. If constant attention is

not given to the website or the social media account such that the correct information is

posted and customers’ questions are answered, it could lead to a loss of customers and a

decrease in market share. There has to be someone constantly online, which can be tiresome

(Farris, Paul.,et al.,2010).Sometimes the service provider loses network for a while.

Depending on the duration taken, the potential market could be acquired by someone else

elsewhere. It is; therefore, risky sometimes. With the current technological advances, many

people are now hacking into other people’s accounts on the social network. The business

page could; therefore, be hacked and the information tampered with, which could maybe

result in wrong information being fed to customers, who might forego any purchasing. The

brand awareness has turned into an important variable that impacts customer's perceptions of

a brand. Achievement in brand management arises from understanding and overseeing brand

image and loyalty correctly to create strong characteristics that will impact consumers when

making on their decisions.This thesis concentrates on the importance of these dimensions

(brand awareness, brand loyalty, brand image and consumer behavior) of customer built
brand equity in light of consumer's perceptions of a brand. This is focused around the

assumption that all these dimensions of customer based-brand image and loyalty will have

impact on consumer's perceptions of brand. However, this study aims to discover which

among these three dimensions (brand image, brand loyalty and consumer behavior) seem to

have the slightest brand equity in restaurants and to find out whether customer based-brand

equity differ between fast food with respect to each characteristic of brand awareness, brand

image, consumer behaviorand brand loyalty. Brand awareness was treated with independently

from different dimensions because of the difference in scale, and moreover media and sorts

of media affecting on consumer behavior. An organized survey was constructed to provide

answers to research question. In this study, one hundred and fifteen questionnaires, on

facilities available in the society, and technology were distributed. The research studied four

dimensions of consumer's based-brand equity specifically brand awareness, brand image,

perceived quality and brand loyalty. Among the three dimensions, brand loyalty seems to

have the minimum brand equity rating by consumers than alternate dimensions. Although, the

dimension seem to have impact on consumer perceptions of brand. This paper likewise

provides a solution to brand awareness via media store sellers which may help the sellers to

promote their products in light of consumer behavior. The aim of the paper is to propose
methods through which awareness can be created throughmedia for brands in the market. The

trend in the market that has been observed particularly for consumer products over last couple

of decades is high level of brand consciousness amongst consumers behavior. Catering to this

demand presented by the consumers behavior, the fast food in the market seek to introduce

products into the market as brands. In such a market the issue of creating awareness for

brands is a difficult task. On the other hand the advancement of the market in terms of their

knowledge and maturity provides new opportunities and avenues for marketing as well. The

proposed paper targets this issue by providing businesses with optimal methods for creating

awareness for their brand using traditional as well as new media. Consumers' behavior is

distinctive in every consumer and is influenced by purchasing habits and decisions and

tempered by psychological through media and traditional media. In this technical period the

three W's i.e. World Wide Web is structured around the people where social and professional

circles are influential and leads to online buying and also online awareness. Internet is

organized around the individuals where social and expert rings are persuasive and prompts

online purchasing furthermore online awareness. This world is a technical world and in light

of the prominence of intuitive media and most recent technologies, routine marketing has

changed as organizations and clients have both changed; there is a revolution in marketing
and trade through giving various service, for example, interchanges, data get to and promote

brand awareness, saving money, protection, advertising, training, purchasing and offering,

which additionally opens up potential outcomes in the zones of marketing, costumers

behavior and criticism, lower exchanges and requesting expenses, and consumers

maintenance. The Internet has created channels for both business manager and consumers to

attain their own particular objectives as it empowers organizations to achieve their clients

worldwide, and consumers of all age gatherings utilize this channel to research, select, and

purchase products and service from organizations as far and wide as possible. Business and

consumers must exploit this data. Presently very nearly all business are doing their awareness

in contrast route by traditional media which is newspaper, magazines, billboard, print

advertising, TV, radio, and online by utilizing their sites as live showrooms of their products

and service on the grounds that organizations have watched an addition in client fragments

for online shopping.

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