Project Report On

A STUDY ON THE INFLUENCE OF BRAND AWARENESS AND BRAND

IMAGE ON PURCHASE INTENTION WITH REFERENCE TO
MERICREME ICE CREAMS

Submitted in Partial Fulfilment of

the Requirement for the Award of

the Degree of

Master of Business Administration

SAINTGITS COLLEGE OF ENGINEERING

(AUTONOMOUS)
(Affiliated to the APJ Abdul Kalam Technological University,
Thiruvananthapuram)

Submitted by

KEVIN BINU
Reg.No: MGP21PMB056
Course Code: 21MBA352
Semester 4, 2021-23

Under the Guidance of

Dr. AMLIN DAVID

Assistant professor

Department of Business Administration

Saintgits College of Engineering (Autonomous)

Kottukulam Hills, Pathamuttom, Kottayam-686 532

June, 2023
SAINTGITS
COLLEGE OF ENGINEERING
DEPARTMENT OF MBA
(NBA Accredited MBA Programme)
(Affiliated to APJ Abdul Kalam Technological University, Kerala & Approved by AICTE)

CERTIFICATE
This is to certify that the Comprehensive Project report titled “A Study on influence of brand
awareness and brand image on purchase intention with reference to mericreme ice creams”, is a
bonafide record of the work done by Mr. Kevin Binu 4th semester M.B.A student of Department
of Business Administration,, Saintgits College of Engineering (Autonomous), submitted in
partial fulfillment of the requirements for the award of the Masters degree in Business
Administration of APJ Abdul Kalam Technological University, Thiruvananthapuram, Kerala.

Dr.Amlin David Dr.Jose Joy Thoppan

Assistant Professor Associate Dean

Date: June 2023 Date: June 2023

Place: Pathamuttom Place: Pathamuttom

Examiner 1 Examiner 2

Name and Signature Name and Signature

Examiner 3 Chairman

Name and Signature Name and Signature

CAMPUS
Kottukulam Hills, Pathamuttom P. O., Kottayam – 686 532, Kerala | Tel: +91 2430349, 2436169,
2436170 | hodce@saintgits.org
CORPORATE OFFICE
III Floor, Unity Building, K. K. Road, Kottayam – 686 002, Kerala | Tel: +91 481 2584330,
2300365 |mail@saintgits.org www.saintgits.org

LEARN . GROW . EXCEL

 DECLARATION

I, under signed, hereby declare that the project report titled “A STUDY ON THE INFLUENCE OF
BRAND AWARENESS AND BRAND IMAGE ON PURCHASE INTENTION WITH
REFERENCE TO MERICREME ICE CREAMS” Submitted in partial fulfillment for the award of
Degree of Master of Business Administration of A P J AbdulKalam Technological University is a
bonafide record of work done by me under the guidance of Dr. Amlin David., Assistant Professor,
Department of Business Administration, Saintgits College of Engineering (Autonomous),
Kottukulam Hills, Pathamuttom, Kottayam. This report hasnot previously formed the basis for the
award of any degree, diploma, or similar title of any University.

Place: Pathamuttom
30.05.2023 KEVIN BINU

iii
 ACKNOWLEDGEMENT

Through this acknowledgement, I express my sincere gratitude towards all those people who helped
me in this project, which has been a learning experience.

This space would not be enough to extend my sincere gratitude towards my project guide Dr. Amlin
David, Assistant Professor, for his efforts in coordinating with my work and guiding in rightdirection.

I escalate a heartfelt regard to our Associate Dean of the Institution Dr. Jose Joy Thoppan, for
giving me the essential hand in concluding this work.

I sincerely thank the owners and the top-level officials of selected industrial units, without whom
this study will not be possible.

It would be injustice to proceed without acknowledging those vital supports I received from my
beloved classmates and friends, without whom I would have been half done.

I also use this space to offer my sincere love to my parents and all others who had been there, helping
me walk through this work.

KEVIN BINU

iv
 EXECUTIVE SUMMARY

This abstract provides an overview of research on the impact of brand awareness and brand image on
purchase intent, with particular reference to Mericreme ice cream. The purpose of this study was to
understand the impact of brand awareness and brand image on consumer purchase intentions for
Mericreme ice cream, providing valuable insights for marketing strategy.

The research methods used in this study included a combination of quantitative and qualitative
approaches. A structured questionnaire was designed and distributed to a sample of consumers,
including both existing and potential MeriCreme Ice Creams customers. The survey collected data on
respondents' brand awareness, brand image perceptions, and purchase intentions. In addition, in-depth
interviews were conducted with a selected group of participants to gather qualitative insights and
further enrich the results.

The research has revealed several important findings. First, we found that brand awareness positively
impacts purchase intent. Consumers with greater recognition of the MeriCreme Ice Creams brand were
more likely to purchase the product. This suggests that effective marketing strategies to increase brand
awareness can contribute to increasing consumer willingness to purchase. Second, brand image was
identified as another important factor influencing purchase intent. Consumer perceptions of the
Mericreme ice cream brand image, including attributes such as quality, taste, variety and value for
money, have had a significant impact on purchase intentions. Therefore, creating a positive and
desirable brand image through consistent messaging, product quality and customer experience can
increase purchase intent.

In conclusion, this study highlights the important role brand awareness and brand image play in
shaping consumer purchase intentions, especially in the context of Mericreme ice cream. By leveraging
insights and implementing recommended strategies, MeriCreme strengthens its market position,
attracts new customers, drives brand loyalty from existing customers, and ultimately outperforms the
competitive ice cream market. You can drive business growth and success in your industry.

v
 TABLE OF CONTENTS

PAGE
CHAPTER CONTENTS
NO.
1 Chapter 1-Introduction 1
1.1 Introduction of the topic 2
1.2 Statement of the problem 2
1.3 Objectives of the study 3
1.4 Significance and scope of the study 3
1.5 Limitations of the study 3
1.6 Background of the study 4
2. Chapter 2-Industry Profiles 8
2.1 Introduction to industry profile 9
3 Chapter 3-Literature reviews 21
3.1 Introduction to the Chapter 22
3.2 Existing studies 22
4. Chapter 4- Research Methodology 24
4.1 Introduction 25
4.2 Objectives of the study 25
4.3 Hypotheses 26
4.4 Research design 26
4.5 Method of data collection 26
4.6 Sampling and sampling size 27
5. Chapter 5 – Data Analysis and Interpretation 28
5.1 Descriptive Analysis of Respondent Profile 29
5.2 Reliability test 31
5.3 Regression Analysis 32
5.4 Model Summary 32
References 36
Annexure 40
 LIST OF TABLE

Table CONTENT Page

no: no.
4.1 Showing frequency and percentage of the gender of respondents 29
4.2 Showing the age of the respondents 29
4.3 Showing the distribution of respondents based on education level 30
4.4 Showing Cronbach’s Alpha value and the corresponding level of reliability 31
4.5 Showing the Cronbach’s Alpha value for the independent and dependent 32
variables
4.6 Showing Model Summary 32
4.7 Showing ANOVA 33
4.8 Showing Coefficients of Regression 33

LIST OF FIGURES

Figure CONTENT Page

no: no.
1.1 Camerry and Mercely’s Logo 12
1.2 Mercely’s Brand Ambassador 13
1.3 Old logo of Mericreme ice cream 14
1.4 New logo of Mericreme 14
1.5 Logo of Lazza 16
1.6 Logo of Kwality Wall’s 17
1.7 Logo of Mother Dairy 17
1.8 Logo of Amul 18
1.9 Logo of Baskin Robbins 19
1.10 Logo of Arun Ice creams 19
1.11 Logo of Pappai Ice cream 20
4.1 Pie Chart Diagram showing the percentage of the gender ofrespondents 29
4.2 Pie chart showing the percentage wise distribution of respondent’sage 30
4.3 Pie chart Showing the percentage wise distribution of respondent 31
 Chapter 1:

INTRODUCTION

1
INTRODUCTION OF THE TOPIC

Brand is one of the crucial elements of a company’s marketing program. Brand reflects the
company, which can be through the value, products, environment etc. One of the major factors
that determine the customer’s purchase intention is the brand of that company.

The problem-centered study project was undertaken for Nutricreams Pvt Ltd, with the aim of
understanding the influence of brand image, brand awareness on purchase intention. Various
statistical tools such as regression and correlation were used to find the effect of the
independent variables such as brand awareness and brand image on the dependent variable
which is purchase intention.

As per the analysis conducted, it was found that both brand image and brand awareness have a
significant effect on the purchase intention, further strengthening the importance of brand for
a company.

STATEMENT OF THE PROBLEM

The purpose of the project is to study how brand awareness and brand image of a brand affect
the purchase intention of customers. Today’s business environment places considerable
emphasis on your ability to set your product apart from the competition. Businesses must think
about how to attract clients as well as the perceptions and characteristics they want people to
have of their goods and services.

The proposed study aims to shed light on how a company with relatively new origins can
compete with the existing market of established players and how branding could be used to
attain a competitive advantage

2
OBJECTIVES OF THE STUDY

 To understand brand awareness and brand image of Meriiboy ice creams.

 To examine the relationship between brand awareness and purchase intention.

 To examine the relationship between brand image and purchase intention

 To understand the importance of branding for companies.

SIGNIFICANCE AND SCOPE OF THE STUDY

The problem centered research project is conducted for Nutricreams Pvt Ltd with the aim of
understanding the brand image and level of brand awareness and to examine the relationship
of brand awareness and brand image on purchase intention. This study contains theoretical
reviews, framework, analysis of data along with the suggestions and findings which sheds light
into the study. The duration of the study was two months starting from 10 th of March 2023 to
10th of May 2023.
The project contributes towards the study of significance of branding towards the consumer
behavior especially the purchase intention of customers. The study provides the firm with
adequate material to explore marketing strategies and branding scope for their future
endeavors.

LIMITATIONS OF THE STUDY

Geographic limitation was one of the greatest limitations of this study. The data was collected
mainly from the state of Kerala. Another limitation was the use of convivence sampling in
collection of data, this may not give an exact representation of the company's target audience’s
vision.

3
 BACKGROUND OF THE STUDY

BRAND

As per the definition given by the American Marketing Association (AMA) a brand is a “name,
term, design, symbol, or any other feature that identifies one seller's good or service as distinct
from those of other sellers.”. Simply put a brand is an intangible concept in marketing that
helps people in differentiating the company, products or services. As per William J. Stanton, a
brand is made up of two main constituents namely, the brand name and brand marks which
contains the design, symbols and colors. These act as an aid to help customers a way to
differentiate the goods and services of various companies.

Since the brand is an intangible concept that exists in the minds of the customer, giving an”
identity” to a good or service cannot be done simply by assigning a brand name and brand
elements. It requires the marketers to provide programs that gives a label and meaning to the
products in the minds of the customer. Label is how the product is recognized by the target
customer and meaning refers to what the target market perceives the good or service, what it
offers, its unique features etc.

Some of the reasons why brand is of tantamount importance as stated by Temporal & Lee (as
cited in Maunaza, 2012) are as listed by:

 Brand offers choices

In order to cater the varied needs of the different customer segments, brand can offer
various choices that satisfies these various customer needs.

 Brand aids in decision making

There may be cases where the customer may not be aware of the product specifications,
but a brand offers a better understanding. A customer is likely to buy products from a
well-known brand.

 Brand promise better quality

Customers are on a constant search to find a high-quality product. When customers find
4
 a higher quality product, they are more likely to trust that brand and there won’t be any
hesitation to purchase products from the same brand.
 Brand minimizes risks

There are many risks associated with buying goods; these risks include but not limited
to financial risk, physical risks, social risk, time risks etc. Customers would prefer to
purchase products from a brand that they already know and trust to minimize these
risks.

 Brand acts as a tool for self-expression

Brand offers consumers an opportunity to express themselves, this is much more

enhanced with respect to social-psychological needs.

BRAND EQUITY

The added value endowed upon the services and products is referred to as the brand equity. As
per Kotler & Keller; it could be observed by the way in which the consumers think, feel and
act regarding a brand, the offered price, market share and profitability. Brand equity measures
how well the customers get attracted to a brand, gaining the customer’s trust.

Brand equity is associated with the degree of brand awareness, the familiarity with the brand
and the unique brand associations. Brand equity could thus create a favourable consumer
response, they can perceive the products to be of a good or worse quality depending on the
brand’s impression.

BRAND AWARENESS

The ability of consumers to recognize a brand is defined as Brand Awareness. Brand awareness
is related to how well do a brand stay in person's memory which we can measure through the
ability of consumers in identifying the brand under different conditions.

5
The two main constituents of brand awareness are brand recognition and brand recall
performance. Brand recognition is the step where a previously exposed brand is recognized by
the consumer. The ability to remember a brand from the consumer’s memory when asked about
a particular product category or usage situation or needs that are to be fulfilled by a certain
product is called brand recall.

BRAND IMAGE

Brand image is defined as consumer views of a company as expressed by brand connections

they have in their minds. The brand node, which provides the significance of a brand for
customers, is linked to other information nodes called brand associations. The aspects of brand
associations include brand favourability, brand strength, and brand distinctiveness, all of which
have a significant impact on how customers react to a product.

 Strength of Brand Associations

The degree to which brand information is retained in the consumer's memory and how
effectively it enters it allows us to gauge how closely they associate the details of the product
with the current brand in their mind.

 Favorability of Brand Associations

How well a brand and a product can satisfy and meet customer demands determines how
popular they are. The business must persuade the public that its brand has qualities that can
meet their demands.

 Uniqueness of Brand Associations

What a brand can provide that is unique when compared to other brands. It also refers to the
customer benefits that is unique with respect to consuming the products or services of the
brand.

6
PURCHASE INTENTION

The customer’s desire to buy a particular brand’s product is referred to as purchase intention.
According to Fishbein and Ajzen (1975), consumers will first gather information about a
product from their own experiences or the outside world before making a purchase of a good
or service. When the volume of information reaches a particular point, the customer will then
begin reviewing and decide whether or not to buy the product.

"Unplanned buying, moderately planned buying, and fully planned buying" are the three stages
of purchase intention. Unplanned purchases are made by customers who act impulsively and
according to their gut feelings. The term "partially planned buying" refers to clients who have
already decided to purchase a specific product category but have not yet decided which brand
to purchase. Once they visit the store, they will consider the brand. The final option is

completely planned purchasing, in which the customer has already decided on the brand and
goods they would subsequently purchase in the store.

The five elements of purchase intention, according to Schiffman and Kanuk (2004), are interest
in learning more about the product, consideration of purchasing the product, interest in trying
the product, interest in learning more about the product, and desire to own the product.
According to Shahid et al. (2017), the trigger, outcome anticipation, recommendation, and
personal association are all elements that affect buy intention. The term "trigger" refers to
everything that can persuade customers to purchase a product, including TV commercials,
outcome expectations, recommendations from trustworthy or well-known individuals, and
personal associations, which include the customers' feelings and mental images of the product.

RELEVANCE OF THE STUDY

An analysis of the brand image and brand awareness is conducted to understand the level of
brand awareness among the individuals and also to understand how customer perceive the
brand. The study’s relevance can be ascribed understanding the effectiveness of brand
awareness and brand image on the purchase intention of customers.

7
 Chapter 2:

INDUSTRY PROFILE

8
INTRODUCTION TO INDUSTRY PROFILE

Even though there is no definite date of ice cream’s invention, ice cream’s origin can be
tracked down to the second century BC. There are several obscure reports about the origins
of these frozen desserts throughout history. Foods resembling to ice creams is known to
have its inception in Persia during 550 BC. There are other reports that state its origins from
the Mongol Empire which later spread to China.

Marco Polo is often credited for bringing these frozen desserts, especially sorbet-style
deserts to Europe. In the South Asian region the Mughals were credited for the creation of
kulfis using ice from the Hindu Kush. Kulfis are often considered the traditional Indian ice
cream.

In the Financial Year that ended in 2022, The global ice cream market was valued at USD
78 billion. From the year 2022 to 2030 the market is expected to have a compounded annual
growth rate (CAGR) OF 4.3%. Some of the factors that are expected to make the ice cream
market grow are the introduction of innovative and new flavours, and rising demand in
developing countries for various types of ice creams such as ice cream sandwiches, cones.
It is also expected that there would a rise in demand for premium ice creams in the years to
come which can be attributed to the rising health consciousness among the customers.

The global ice cream consumption was significantly affected by the COVID -19 pandemic.
The pandemic has led to ice cream not being considered a necessary commodity. The panic
among the consumers due to the pandemic has resulted in lower ice cream consumption
due to their fears of catching a cold. In order to exhibit the health benefits of ice creams a
number of manufacturers has forayed into increasing the number of functional ingredients,
exotic, organic and herbal flavours. This has helped them to address the changing customer
needs. It is not uncommon to witness many new players venturing into this segment.

The global leaders in the ice cream market are listed below:

 Unilever

 Inspire Brands, Inc.

 General Mills, Inc.

 Kwality Wall’s

9
  American Dairy Queen Corporation

 Nestlé

 Blue Bell Creameries

 Cold Stone Creamery

 Danone S.A.

 NadaMoo

The ice cream market in India was valued at INR 202.5 billion in 2020. For the years 2021 to
2026 the compound annual growth rate (CAGR) is valued at around 14% and is calculated to
reach INR 440 billion by 2026.

Maharashtra is the biggest consumer of ice creams in India accounting for 15% of the national
consumption. this was followed by the Indian states of Gujarat and Uttar Pradesh.

The ice cream market in India is usually bifurcated into two based on the flavour as well as the
types of ice cream.

On the basis of types, ice cream is as listed below:

 Impulse ice cream – which contains popsicles, ice cream sandwiches, cones
 Take-home ice cream- contains ice creams such as family packs etc
 Artisanal Ice cream

On the basis of flavor, the various types are:

 Chocolate
 Fruit
 Vanilla
 Others

India is one of the largest growing markets of ice creams due to rising per capita income and
rapid urbanization. Moreover, Indian customers are open to try new flavours and types of ice
cream. Traditional and local flavours are gaining popularity in the Indian market. These
flavours include Badam, Anjeer, Kulfi et

10
COMPANY PROFILE

In 2003, Meriiboy started its ice cream company. Within a short period of time, it became one
of the biggest makers of fresh ice cream. The Cousins Group, a division founded by five people
who are blood relatives, gave birth to Meriiboy. The Cousins Group began operating in 1990
and has since grown to a number of locations. Currently the parent company of Mericreme ice
creams is Nutricreams PVT Ltd and has it headquarter in Ernakulam district of Kerala.

The current Partners of the company are

 M E Varghese

 M D Stephen

 Binoy Joseph

 Nigin Thomas

Mericreme started its operations in Kerala before expanding to many other south Indian states
with its delicious ice cream and associated goods. Production of Mericreme began in Kalady,
Ernakulam. Assisted by Tera Park Hoyer from Denmark. Later, in 2006, Meriiboy opened their
second factory in Calicut as the market grew. This was done to cater to the north Kerala market.
They put up their third facility in Trivandrum, south Kerala, very soon in 2010. Meriiboy made
a deliberate choice to locate their plant in Trivandrum, a city with strong ties to Tamil Nadu in
terms of cultural impact and geographic position, in order to better service that state's market.
This market dwarfs Kerala in size. Tamil Nadu's population was 6.7 crores as per the 2011
census, compared to 3.3 crores in Kerala, therefore there will undoubtedly be a good amount
of business. At Kannur, Kerala, they opened the fourth factory as they continued their voyage.
The yearly capacity of this specific brand was eight million liters. They obtained ISO
22000:2005 in 2013. To guarantee the quality and freshness of each and every product that
leaves their production facility, Meriiboy makes significant investments in cutting-edge
technology and a fully functional laboratory. The management and production team there is of
the highest caliber, and they make sure that best practices are followed. Everyone who works
for their firm is instructed to adhere to our standards. Meriiboy Ice-cream asserts that it offers
premium ice cream at an affordable price as a consequence. Quality is prioritized by Meriiboy
ice cream throughout the production process, from acquiring raw ingredients to delivering
finished goods.

11
In 2010, They opened their factory at Trivandrum, aiming to cater the Southern part of Kerala.

IN 2012, They commissioned the fourth factory in Kannur, Kerala. The overall product
capacity reached eight million liters per annum. They also started making their own natural
colors for the various flavors of ice cream.

In 2013, They became one of major players of ice cream in Kerala. They was also Awarded
ISO 22000:2005 by BUREAU VERITAS for Kalady factory. Their distribution network now
spreads across 1200 dealers and more than four hundred distributors mainly catering to
customers in the Southern states of Tamil Nadu and Kerala.

12
Meriiboy gives birth to Mercely’s and Camerry

To the surprise of ice cream lovers, Kerala brand Meriiboy, endorsed by film actress Manju
Warrier disappeared from the market. However, it is reappearing in two avatars, Mercely’s and
Camerry, with brand ambassadors Dulquer Salman for the former and Fahad and Nasiriya for
the latter. Let’s have a look into the story of these Kerala ice cream brands, through the facts
available from the public domain.

Mercely’s: in February 2022 we came to know from the news, that one of Meriiboy’s
promoters Joseph Mercely Kadambukattil signs a contract with Dulquer Salman to be the
ambassador for his newly launched brand, Mercely’s. The brand name is an adaptation of the
middle name of Mr. Joseph. He set up a modern factory at Dharmapuri, Tamil Nadu while
retaining Merriboy’s factories at Trivandrum and, Calicut.

Merricrem: in March 2022 we have the news that the other four promoters of Merriboy roped
in Fahad and his wife Nasiriya to be brand ambassadors of their new brand Merricrem. They
were set to launch the production under Nutricreans Private Ltd, Okkal, Ernakulam, in their
newly commissioned factory at Aluva.

Court bans Mericrem: By the middle of August 2022, we came across the advertisement by
the owners of Merriboy, that they have stopped production in February 2022. The ad also stated

13
that the court had banned the distribution of Merricrem, which sounds similar to Meriiboy.

Merricrem to Camerry: Merricrem changed its name to Camerry and launched its campaign
with a full cover page ad in Malayalam dailies in the first week of November. Thus, Merriboy
at its own death has given birth to two ice cream brands Mercely’s and Camerry.

BRAND LOGO

The company’s initial logo is given below.

Fig 1.1 Old logo of Meriiboy ice cream

This was later changed to a new one as shown below.

Fig 1.2. New logo of Meriiboy

14
 COMPANY VISION

Meriiboy ice cream has a bold goal of dominating the market for fast moving consumer goods.
Total client satisfaction is what it strives to achieve via constant service and manufacturing
process improvement.

PRODUCT LINE

The brand began with fresh ice cream before moving on to more exciting and exciting items.
Today, they have expanded to include a variety of other ingredients such original slices of year-
round and exotic fruits and nuts. Vanilla, strawberry, orange, chocolate, tender coconut, alphonso
mango, pista, coffee, chickoo, blackcurrent, butterscotch, papaya, kesar badam pista,strawberry
vanilla, fig and honey, forest berry, kiwi, peach, pineapple, blueberry, jackfruit, walnut cherry,
lychee, kulfi, Spanish delight, lemon, and guava are among the flavors of ice cream that are
offered. There are roughly 1200 distributors and dealers in the Meriiboy distribution network
throughout Kerala and Tamil Nadu, with one distributor for every three dealers.

15
MAJOR COMPETITORS

 LAZZA ICE CREAM

The company was established in 1972 by Mr. MC John, a former top official for the Keralan
government. Brother of Francis John, Mr. Simon John, currently serves as its director. The
company is a market leader in the ice cream industry in South India. The business's first
facility was established in Kochi, and it currently has over 28 sites in South India. The 22
businesses' aggregate output capacity is among the finest in the nation. Additionally, the
company has started doing business in Africa and the Middle East.

Fig 1.3. Logo of Lazza

 HINDUSTAN UNILEVER ICE CREAMS

A Dutch company called Hindustan Lever Ltd makes some of the most well-liked ice cream
varieties in India. It is a well-known global brand that is appropriate for any situation. This
company sells several ice cream flavours, such as:

Magnum: The Hindustan brand creates and markets the Magnum line of upscale ice creams
in India. In India, the brand is offered as a component of the "Heartline" ice cream line.

Kwality Walls' ice cream is currently accessible in more than 40 nations. This ice cream
has a unique flavour and is nearly universally well-known. It is the most well-known and
well-liked ice cream brand in India (2022).

16
Fig 1.4. Logo of Kwality Wall’s

 MOTHER DAIRY

The National Dairy Development Board (NDDB), an Indian government-owned

corporation, is the owner of the Mother Dairy brand. The largest milk producer and maker
of products using milk in India is Mother Dairy. It is one of the most well-known ice cream
brands in India. In India, Mother Dairy offers a wide selection of normal and speciality ice
creams in addition to the fantastic ice creams we have all long loved. The company
expanded its operations and diversified its goods, including food oil, fruits, and vegetables,
through stores and outlets.

Fig 1.5. Logo of Mother Dairy

17
 AMUL

Located in Anand, Gujarat, Amul is a dairy state government cooperative society. It is a

cooperative brand managed by the Gujarat Cooperative Milk Marketing Federation Ltd.
(GCMMF), which is under the control of the 36 lakh milk producers in the state of Gujarat
and the supreme council of 13 district milk unions scattered across 13,000 villages. Amul
was the driving force behind the White Revolution in India, which elevated the country to
the top global producer of milk and dairy goods. The abbreviation AMUL is used to refer
to the Anand Milk Union Limited.

The organization's first chairman was Tribhuvandas Kishibhai Patel, who served in that
capacity until Sardar Vallabhbhai Patel retired in the 1970s. In 1949, he hired Varghese
Kurien and persuaded him to remain and help with the mission. Under Tribhuvandas'
leadership, Kurien served as general manager and supported Amul's technical and
commercial operations. After Tribhuvandas Kishibhai Patel passed away in 1994, Kurien
briefly held the position of chairman of Amul. Kurien is credited with Amul's marketing
success and served as the GCMMF's founder and chairman for more than 30 years (1973–
2006). Amul has branched out into foreign markets.

Fig 1.6. Logo of Amul

 BASKIN ROBBINS

In 1993, Baskin Robbins launched a joint venture in India with The Graviss Group under
the name "America's World Ice Cream Brand." In Pune, Baskin Robbins opened its first
factory outside of North America.

18
Fig 1.7. Logo of Baskin Robbins

 ARUN ICE CREAMS

Arun, a well-known ice cream brand in South India, is owned by Hatsun Agro. The
company also produces the well-known milk brands Arokya and Gomatha in Tamil Nadu.
The company has almost 1,000 exclusive locations, with 670 of them in Tamil Nadu, 148
in Karnataka, and the remaining ones in Andhra Pradesh and Kerala. The businesses
manufacture ice cream bars, cones, and little ice cream bars. To fulfil your taste, you can
select from a choice of crunchy ice creams in a variety of delectable flavours and sizes.

Fig 1.8. Logo of Arun Ice creams

 PAPPAI

PAPPAI is a line of high-end ice creams created by Rime Rich Foods Pvt. Ltd. employing
the most cutting-edge European technology. A million litres of ice cream can be made per
19
day in Pappai's state-of-the-art production facilities, guaranteeing premium quality. A
factory with strict sanitary standards, 100% tamper-proof packaging, and fully autonomous
technologies guarantee consistently good health and flavour.

Fig 1.9. Logo of Pappai Ice cream

20
 Chapter 3:

LITERATURE REVIEWS

21
INTRODUCTION TO CHAPTERS
This chapter deals with review of literature. Review of literature is a scholarly paper, which includes
the current knowledge including substantive findings, as well as theoretical and methodological
contributions to a particular topic

EXISTING STUDIES

Rossiter and Percy, (2017) - In their research found that the importance of selecting the appropriate
advertising format and media based on the target audience, product category. The book also delves
into the different stages of the advertising process, from developing creative strategies and concepts
to executing and evaluating advertising campaigns. The book also discusses the role of promotions,
such as discounts, coupons, and contests, in building brand awareness and driving sales.

Fennis BM and Pruyn TH, (2017) found that the concept of brand personality and its influence
on consumer impression formation. The authors investigate how consumers form impressions of
brands based on their perceived brand personality. They argue that consumers attribute human-like
characteristics to brands, and these brand personality traits shape their attitudes.

Hess J and Story J, (2016) examines the role of trust and commitment in consumer-brand
relationships. The authors propose a theoretical framework that considers trust and commitment
as multidimensional constructs. They argue that trust and commitment have cognitive, affective,
and behavioral dimensions, which collectively contribute to the strength and longevity of
consumer-brand relationships.

Nandan S, (2015) he found that the linkage between brand identity and brand image from a
communications perspective. The study aims to understand how brand identity, which represents
the internal characteristics and values of a brand, is communicated and perceived by consumers,
ultimately shaping the brand image.

22
Koo DM, (2014) found that the interrelationships between store images, store satisfaction, and
store loyalty in the context of Korea's discount retail sector. The study focuses on understanding
how consumers' perceptions of a store's image affect their satisfaction with the store and
subsequently influence their loyalty towards the store.

Macdonald and Sharp, (2013) found that brand awareness had a significant positive impact on
consumers' willingness to pay a price premium for a branded product. Consumers were willing to
pay up to 33% more for a branded product compared to a non-branded or generic product, even
when the quality and attributes of the two products were identical.

Oliver RL, (2010) he found that a comprehensive analysis of consumer satisfaction from a
behavioral perspective. The book explores various aspects of consumer satisfaction, including its
measurement, determinants, and consequences. Oliver presents a theoretical framework for
understanding consumer satisfaction and provides practical insights for marketers and researchers.

Hutton JG, (2010) found that the concept of brand equity within the context of organizational
buying. The study explores how brand equity, which is typically associated with consumer
behavior, can also be applicable and influential in the organizational or business-to-business (B2B)
buying environment.

Gordon GL, (2009) his study focuses on examining the concept of brand equity in the business-
to-business (B2B) sector. Brand equity refers to the intangible value associated with a brand,
including its reputation, recognition, and customer loyalty. While brand equity has been
extensively studied in the context of consumer products, this article aims to explore its significance
in the B2B environment. They collect data through in-depth interviews with managers from various
industries. The study provides insights into the dimensions of brand equity that are considered
important in the B2B sector and identifies the factors influencing its development and maintenance.

23
 Chapter 4:

RESEARCH METHODOLOGY

24
 INTRODUCTION
This chapter brings clarity and focus to the study. Research methodology
includes objectives, research design, publication research, interviews, surveys
and other research techniques.

OBJECTIVES OF THE STUDY

 To understand brand awareness and brand image of Meriiboy ice creams.

 To examine the relationship between brand awareness and purchase intention.

 To examine the relationship between brand image and purchase intention

 To understand the importance of branding for companies


A framework was designed to assist in the development of the questionnaire and the analysis
of the data gathered, considering the literature study on branding awareness, brand image, and
purchase intention as well as current research in related domains.

The framework of this study stems from research conducted by Richard Soelaiman which
studies the effect of brand image and brand awareness on consumer behavior towards Siemens
Indonesia. Classification of variables within the questionnaire was done with the insights from
the mentioned research.

The major elements of brand awareness are brand recognition and brand recall. Brand recall
is the ability of customers to recall brand names without prompting whereas brand recognition
is the degree to which a customer can recognize a specific item or service solely by looking at
its logo, tagline, packaging, or advertising campaign. The major constituents of brand image
are strength of brand association, favorability of brand association and uniqueness of brand
association.

The purchase intention as per Schiffman and Kanuk (2004) has five major constituents as
described, customer’s eagerness to find out information about the product, considering to buy
the product, interest to buy the product, wanted to know more about the product and wanted to
own the product. As per Shahid et.al (2017) there are four factors in purchase intention.
These factors include trigger, outcome expectation, recommendation and personal association.
25
 Anything that attracts a customer is called a trigger, which may include tv advertisements. The
expectation of the customer when they buy the product, recommendationfrom a reliable source
and personal association which may include their feelings and image about the product

HYPOTHESES

In the research brand image and brand awareness was taken as the independent variable and
purchase intention was taken as the dependent variable.

The research hypotheses of this research are:

Ha. 1: Brand awareness has a significant influence on the purchase intention of the customers.
Ha.2: Brand image has a significant influence on the purchase intention of the customers.


RESEARCH DESGIN

The study is conducted using a descriptive research design. The required are collected with the
aid of questionnaires which are then analysed using SPSS. The results of the hypotheses are
also established using analytical tools.

TOOLS FOR DATA COLLECTION

The google forms platform was extensively used to collect the data required. Google forms
offers a free and easy method of data collection and the data collected can be easily used in
SPSS software for analysis.

METHOD OF DATA COLLECTION

The main data source was of primary nature. Literature review and theoretical framework
formulation and internet were used to widely circulate the set google forms to the sample
population.

26
The questionnaire had a total 17 questions of which there were 14 closed ended questions based
on a 5-point Likert scale. The data from google forms was downloaded in .xls format which
were then analyzed in SPSS.

SAMPLING AND SAMPLE SIZE

Convenience method of sampling was taken. The sample size of the study was 181 respondents
who have previously consumed Mericreme ice creams.

27
 CHAPTER 5
DATA
ANALYSIS
AND INTERPRETATION

28
Descriptive Analysis of Respondent Profile

Gender

Table 4.1.Showing frequency and percentage of the gender of respondents

Cumulative
Frequency Percent Valid Percent Percent
Valid Female 69 38.1 38.1 38.1
Male 112 61.9 61.9 100.0
Total 181 100.0 100.0

Fig 4.1 Pie Chart Diagram showing the percentage of the gender of respondents.

The gender of the respondents has been represented with the help of a table and a pie chart.
The gender along the frequency and their corresponding percentage has been given in the above
table. The survey was mostly done by men (61.9%) followed by women(38.1%).

Age
Table 4.2 Showing the age of the respondents

Cumulative
Frequency Percent Valid Percent Percent
Valid >45 32 17.7 17.7 17.7
18-25 76 42.0 42.0 59.7
26-35 53 29.3 29.3 89.0
36-45 20 11.0 11.0 100.0
Total 181 100.0 100.0

29
Fig 4.2 Pie chart showing the percentage wise distribution of respondent’s age

The age of the respondents has been represented with the help of a table and a pie chart. The
age along the frequency and their corresponding percentage has been given in the above table.
People in the age group of 18-25 (42%) made the most amount of contribution towards the
survey whereas the least was by people in the age group of 36-45 (11%).

Education Background

Table 4.3 Showing the distribution of respondent based on education level

Cumulative
Frequency Percent Valid Percent Percent
Valid High School 16 8.8 8.8 8.8
No Formal Education 9 5.0 5.0 13.8
Post Graduation 94 51.9 51.9 65.7
Under Graduation 62 34.3 34.3 100.0
Total 181 100.0 100.0

30
Fig 4.3 Pie chart Showing the percentage wise distribution of respondent based on education level

The education level of the respondents has been represented with the help of a table and a pie
chart. The level of education along the frequency and their corresponding percentage has been
given in the above table. The survey was mostly filled by Post Graduates by 51.9%.

Reliability test

One of the most commonly used parameters used for measuring reliability is the Cronbach’s
alpha. This gives the extent to which the assessment tool provides a consistent and stable result.

Table 4.4 Showing Cronbach’s Alpha value and the corresponding level of reliability
Cronbach’s Alpha Level of Reliability
Greater than 0.9 Excellent
Between 0.8 and 0.9 Good
Between 0.7 and 0.8 Acceptable
Between 0.6 and 0.7 Questionable
Between 0.5 and 0.6 Poor
Less than 0.5 Unacceptable

31
Table 4.5 Showing the Cronbach’s Alpha value for the independent and dependent variables
Number of items Cronbach’s Alpha
Brand Awareness 3 0.789
Brand Image 7 0.886
Purchase Intension 3 0.876

As per the reliability test conducted all the three categories of variables have acceptable level
of reliability at the minimum.

Regression Analysis

Relationship between Brand Awareness and Brand Image on Purchase Intention

Regression analysis was used to measure the effect of brand awareness as well as brand image
on the purchase intention of customers. Here, there independent variable namely, Brand
Awareness and Brand Image. The purchase intention of customers was taken as the dependent
variable.

Model Summary

Table 4.6 Showing Model Summary

Std. Error of the
Model R R Square Adjusted R Square Estimate
1 .762a .581 .576 .49681
a. Predictors: (Constant), brand_image, brand_awareness

The model summary table shows that R Square value as 0.581, which state that the brand image
and brand awareness( independent variable) had an influence of 58.1% on the purchase
intention of customers( dependent variable). This is a significant amount meaning the
correlation between the independent and dependent variables are strong.

32
Table 4.7 Showing ANOVA
Sum of
Model Squares df Mean Square F Sig.
1 Regression 60.847 2 30.423 123.262 .000b
Residual 43.934 178 .247
Total 104.781 180

Table 4.8 Showing Coefficients of Regression

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) .126 .233 .540 .590
brand_awarenes .411 .101 .340 4.073 .000
s
brand_image .536 .098 .459 5.488 .000
a. Dependent Variable: purchase_intention

b. Predictors: (Constant), brand_image, brand_awareness

From the above table we can see that beta values of both the brand awareness and brand image
are 0.340 and 0.459 respectively against a p-value of 0(less than 0.05).

Hence, we could conclude from the results of regression analysis that both the brand awareness
and brand image has an impact on purchase intention of customer.

33
 CHAPTER 6-
FINDINGS, SUGGESTIONS, AND
CONCLUSION

34
 i. FINDINGS
The study was conducted to find out the influence of brand awareness and brand image on
purchase intention of customer with reference to Meriiboy Ice creams. From the analysis
conducted it was seen that there is a strong correlation between brand image and brand
awareness on purchase intention of customers.

Both the hypothesis are accepted; Brand awareness has a significant influence in purchase
intention. Brand image has a significant influence on purchase intention.

ii. SUGGESTIONS
From the studies conducted, we were able to establish a strong correlation between brand image
and brand awareness on purchase intention of customers. During the course of data collection,
it was found that the brand logo was not easily recognized by many. An investment in visual
assets and a strong presence on social media could be employed to address these problems.

Having a single and simple tagline could really help in building the brand image of the company
as well as it’s products. Taglines are often a common factor in all of the world’s most successful
brands.

From the data collected it was found that the logo of Meriiboy ice creams cannot be easily
recognized by the respondents as the logos have changed from merriboy to mericreme and them
splited into mercelys and camery. Having a brand logo like the golden arcs of McDonald’s
couldgreatly help un improving the brand recall and recognition of brand.

iii. CONCLUSION

The study was conducted to find the relationship between brand awareness and brand image
on the purchase intention of customers. A questionnaire was created and distributed through
the Google Forms platform to record the various parameters used to measure the brand image,
brand awareness and purchase intention.

SPSS was used to analyze the data collected from the above questionnaire. Regression analysis,
pie charts, and reliability tests were conducted using SPSS. Both the proposed hypothesis was
found to be true using regression analysis.
35
 iv. LIMITATIONS
Geographic limitation was one of the greatest limitations of this study. The data was collected
mainly from the state of Kerala. Another limitation was the use of convivence sampling in
collection of data, this may not give an exact representation of the company's target audience’s
vision.

v. SCOPE FOR FURTHER STUDIES

A study of brand image and brand awareness based on the company’s sales volume could be
explored in the future. This helps in establishing an accurate study on the effect of brand image
and brand awareness on the company’s overall sales and profit. A detailed study of brand equity
and the effectiveness of various programs on branding elements could also be explored in the
future.

36
REFERENCES

37
American Marketing Association Dictionary (2013) available at:
http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B
https://www.ama.org/

Fennis BM and Pruyn TH (2017) You are what you wear: Brand personality influences on
consumer impression formation. Journal of Business Research
doi:10.1016/j.jbusres.2006.06.013 (utwente.nl)

Hess J and Story J (2016) Trust-based commitment: multidimensional consumer- brand

relationships. Journal of Consumer Marketing 21(5): 321-345
https://www.researchgate.net/publication/235301773_Trust-
based_commitment_Multidimensional_consumer-brand_relationships

Koo DM (2014) Inter-relationships among store images, store satisfaction, and store loyalty
among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics 15(4):
42–71.
https://www.researchgate.net/publication/235299735_Inter-
relationships_among_store_images_store_satisfaction_and_store_loyalty_among_Koreadisco
unt_retail_patro

Nandan S (2015) An exploration of the brand identity-brand image linkage: communications

perspective. Brand Management 12(4): 264–278.
https://www.researchgate.net/publication/233589192_An_exploration_of_the_brand_identity
-brand_image_linkage_A_communications_perspective

Hutton JG.(2010) A study of brand equity in an organizational-buying context. J Prod Brand

Manage;6(6):428 – 39.
https://www.deepdyve.com/lp/emerald-publishing/a-study-of-brand-equity-in-an-
organizational-buying-context-ckAh3tQ8Ht

Gordon GL, (2009) Calantone RJ, di Benedetto CA. Brand equity in the business-to-business
sector: an exploratory study. J Prod Brand Manage 1993;2(3):4 – 16.

38
https://www.emerald.com/insight/content/doi/10.1108/10610429310046689/full/html

Oliver RL (1997) Satisfaction: a behavioral perspective on the consumer (ed.). New York, NY:
McGraw-Hill.
https://www.taylorfrancis.com/books/mono/10.4324/9781315700892/satisfaction-behavioral-perspective-

39
ANNEXURE

40
Questionnaire
Respondent Profile:
1. Gender
a) Male
b) Female
c) Others
d) Prefer not to say

2. Age
a) 21-25 years old
b) 26- 35 years old
c) >40 years old

3. Your Education Level/Background?

a) No Formal Education b) High School

c) Under Graduation d) Post Graduation

Brand Awareness

4. Meriiboy is the first brand that comes to your mind when thinking of ice cream?

a. Strongly Agree b. Agree

c. Neutral d. Disagree
e. Strongly Disagree

5. I can quickly recall the logo of Meriiboy ice creams.

a. Strongly Agree b. Agree

c. Neutral d. Disagree
e. Strongly Disagree

6. I can recognize Mercelys and Camery ice creams among competing brands.

a. Strongly Agree b. Agree

c. Neutral d. Disagree
e. Strongly Disagree

41
Brand Image

7. Which of the following, according to you, help build a good brand image?
a) Quality

b) Communication strategies
c) Competitive pricing
d) Free trails and discounts
e) Others
If others, please specify

8. I prefer Meriiboy ice creams because of it’s superior taste(flavor)

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

9. The brand is well regarded by my friends and family

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

10. I purchase Meriiboy ice creams due to its easy availability.

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

11. I prefer Meriiboy Ice cream as it offers value for price.

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

12. I prefer Meriiboy Ice cream due its high quality

a. Strongly Agree b. Agree

c. Neutral d. Disagree
e. Strongly Disagree

13. Meriiboy in my opinion provide ice creams which are far more superior than the competition
a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

42
 14. The brand’s region of origin is important while choosing the product.
a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

Purchase Intention

15. I will definitely buy this product again

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

16. I would recommend this brand to my colleagues.

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

17. I would like to receive information regarding the launch of new products of this brand.
a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

43