1.

0 INTRODUCTION
The project is undertaken to measure the brand awareness level of Agricultural
machineries which produced by KAMCO LTD among the farmers in Palakkad, measuring the brand
awareness level of the company. A particular companys brand is of vital importance since it indicates
the number of people who are aware of a particular brand in a given period of time and it also
highlights the effectiveness of the different advertising or promotional tools used for the purpose.
Brand awareness is the consumers ability to recognize or recall (identify) the brand
within a given product category in sufficient detail to make a purchase decision. This also means that
the consumers can propose, recommend, choose, or use the brand. The objectives of most advertising
campaigns are to create and maintain brand preference. The first step is to make potential consumers
aware of a brands existence.
One of the prominent goals of any business should be to build brand image and
awareness of its product, albeit in as cost effective manner as possible. The consumer tends to make
purchasing decision based on peer recommendation and direct experience, as well as traditional
advertising methods.
The project aims towards increasing the brand awareness since its one of the effective tools to
affect the final purchase decision and the volume of sales. I had used the topic to find out or measure
the brand awareness level among the customers and the ways to increase its awareness.
Kerala Agro Machinery Corporation Ltd. (KAMCO) was established in the year 1973 as a
wholly owned subsidiary of Kerala Agro Industries Corporation Ltd. (KAIC), Trivandrum, for the
manufacture of agricultural machinery specifically Power Tillers and Diesel Engines. Subsequently
KAMCO became a separate Govt. Of Kerala undertaking in 1986. Paid up capital is Rs. 161 lakh and
the Present Net Worth of the Company is Rs. 6014.14 lakh. The total workforce at present is a 567
Certified for ISO 9001 - 2000 version from September 2002.
The analysis was done with the help of the data collected through questionnaire taking the
sample size of 50 in three different areas in Palakkad that is Kongad, Katampazhipuram and Kannadi.
As the brand awareness is directly associated with a promotion strategy taken by the company, its
effectiveness is evaluated and the steps to increase the awareness level of the customers are considered.

Therefore, I have used various tools and techniques for the purpose of analysis of the data and
have tried to throw a clear light towards the level of brand awareness of Agricultural equipments of
KAMCO and the measures to increase its awareness and to evaluate the best media of communication
for the purpose.

1.1 PROFILES
a) INDUSTRY PROFILE
SECURITIES MARKET IN INDIAAN OVERVIEW
The securities markets in India have witnessed several policy initiatives, which has refined the market
micro-structure, modernised operations and broadened investment choices for the investors. The
irregularities in the securities transactions in the last quarter of 2000-01, hastened the introduction and
implementation of several reforms. While a Joint Parliamentary Committee was constituted to go into
the irregularities and manipulations in all their ramifications in all transactions relating to securities,
decisions were taken to complete the process of demutualization and corporatisation of stock exchanges
to separate ownership, management and trading rights on stock exchanges and to effect legislative
changes for
investor protection, and to enhance the effectiveness of SEBI as the capital market regulator. Rolling
settlement on T+5 basis was introduced in respect of most active 251 securities from July 2, 2001 and
in respect of balance securities from 31st December 2001. Rolling settlement on T+3 basis commenced
for all listed securities from April 1, 2002 and subsequently on T+2 basis from April 1, 2003. The
derivatives trading on the NSE commenced with the S&P CNX Nifty Index Futures on June 12, 2000.
The trading in index options commenced on June 4, 2001 and trading in options on individual securities
commenced on July 2, 2001. Single stock futures were launched on November 9, 2001. Due to rapid
changes in volatility in the securities market from time to time, there was a need felt for a measure of
market volatility in the form of an index that would help the market participants. NSE launched the
India VIX, a volatility index based on the S&P CNX Nifty Index Option prices. Volatility Index is a
measure of markets expectation
of volatility over the near term. The Indian stock market regulator, Securities & Exchange Board of
India (SEBI) allowed the direct market access (DMA) facility to investors in India on April 3, 2008. To
begin with, DMA was extended to the institutional investors. In addition to the DMA facility, SEBI also
decided to permit all classes of investors to short sell and the facility for securities lending and
borrowing scheme was operationalized on April 21, 2008. The Debt markets in India have also
2

witnessed a series of reforms, beginning in the year 2001-02 which was quite eventful for debt markets
in India, with implementation of several
important decisions like setting up of a clearing corporation for government securities, a negotiated
dealing system to facilitate transparent electronic bidding in auctions and secondary market transactions
on a real time basis and dematerialisation of debt instruments. Further, there was adoption of modified
Delivery versus-Payment mode of settlement (DvP III in March 2004). The settlement system for
transaction in government securities was standardized to 11 T+1 cycle on May 11, 2005. To provide
banks and other institutions with a more advanced and more efficient trading platform, an anonymous
order matching trading platform (NDSOM) was introduced in August 2005. Short sale was permitted in
G-secs in 2006 to provide an opportunity to market participants to manage their interest rate risk more
effectively and to
improve liquidity in the market. When issued (WI) trading in Central Government Securities was
introduced in 2006.
As a result of the gradual reform process undertaken over the years, the Indian G-Sec market has
become increasingly broad-based and characterized by an efficient auction process, an active secondary
market, electronic trading and settlement technology that ensures safe settlement with Straight through
Processing (STP). This chapter, however, takes a review of the stock market developments since 1990.
These developments in the securities market, which support corporate initiatives, finance the
exploitation of new ideas and facilitate management of financial risks, hold out necessary impetus for
growth, development and strength of the emerging market economy of India.

PRODUCTS
Transfer of resources from those with idle resources to others who have a productive need for them is
perhaps most efficiently achieved through the securities markets. Stated formally, securities markets
provide channels for reallocation of savings to investments and entrepreneurship and thereby decouple
these two activities. As a result, the savers and investors are not constrained by their individual abilities,
but by the economys abilities to invest and save respectively, which inevitably enhances savings and
investment in the economy. Savings are linked to investments by a variety of intermediaries through a
range of complex financial products called securities which is defined in the Securities Contracts
(Regulation) Act, 1956 to include:
1. shares, scrips, stocks, bonds, debentures, debenture stock or other marketable securities of a like
nature in or of any incorporated company or body corporate;
derivatives;
units of any other instrument issued by any collective investment scheme to the
investors in such schemes;
3

security receipt as defined in clause (zg) of section 2 of the Securitization and

Reconstruction of Financial Assets and Enforcement of Security Interest Act, 2002;
units or any other such instrument issued to the investors under any mutual fund

scheme;
any certificate or instrument (by whatever name called), issued to an investor by any
issuer being a special purpose distinct entity which possesses any debt or receivable,
including mortgage debt, assigned to such entity, and acknowledging beneficial
interest of such investor in such debt or receivable, including mortgage debt, as the

case may be;

2. government securities,

such other instruments as may be declared by the Central Government to be

securities; and

b) COMPANY PROFILE

1.2 STATEMENT OF THE PROBLEM

In the emerging knowledge based economy, it has become necessary to know how much market
power lies with the brand name. The study of brand awareness is essential in marketing planning.
Customer needs and preferences keep changing where brands ultimately command customer loyalty.

The realistic side of the problem is to know the acceptance level of the brand awareness towards
the product. This study will help us to understand the brand awareness and what problems are being
faced by the consumers, to which appropriate measures to be taken to solve the problems.
This project has mainly been taken up to understand the brand awareness, buying motives to
ensure the Brand awareness towards the agro machineries of KAMCO. Apart from this it is to
understand the new opportunities in the market for the improvement of brand awareness and sales
towards the products

1.3 OBJECTIVES OF THE STUDY

(a) Primary Objectives
1. To know the Brand Awareness level of KAMCOs products among the farmers in and around
Palakkad.
The main objective of any business is to acquire larger market share, or higher percentage of sales in
the Industry, This could be only achieved by building a higher percentage of brand loyal customers.
Any company can survive through the stiff competition in the market if it has a brand loyal
customer. Today, many major companies in the market have brand loyal customers and they adopt
many strategies to maintain and improve their branded equity. Without creating a proper Brand
awareness they cannot build brand image.
(b) Secondary Objectives
The study has been conducted with the following objectives in mind:

To judge the awareness level of the prospective customer. .

To judge which promotional tool is effective to increase the awareness level among the
People.

1.4 RESEARCH METHODOLOGY

To define any research problem and give a suitable solution for the problem, a sound research in
inevitable.
Research methodology underlines the various steps involved by the researcher in
systematically solving the problem with the objective of determining various facts.
1.4.1 Type of research
5

The research is of descriptive research type. Descriptive research is used to describe characteristics of
a population or phenomenon being studied. It does not answer questions about how/when/why the
characteristics occurred. Rather, it addresses the "what" question (What are the characteristics of the
population or situation being studied?) The characteristics used to describe the situation or population
are usually some kind of categorical scheme also known as descriptive categories.
1.4.2 Population
The prospective customers for Agro machineries of KAMCO in Palakkad are the population used for this
research.
a. Sampling method
The convenience sampling method is adopted in selecting the sample. Convenience sampling is a
non-probability sampling technique where subjects are selected because of their convenient
accessibility and proximity to the researcher.
b. Sampling size
The sample size of 50 selected from three different parts of Palakkad district, that is Kongad,
Kadampazhipuram and Kannadi is the population. The study requires in depth survey and keen
observation in collecting data regarding the brand awareness level of Agro machineries of
KAMCO.
1.4.3 Data collection instrument and procedure
Based on need and objectives, types of data required for study and other sources of data are identified.
Both Primary as well as Secondary Research Method has been included for preparing this final report.
Primary data has been collected through questionnaires. The questionnaire was mostly related to the
brand awareness towards Agro machineries on different feature such as the model, price, effectiveness
of the brand etc.
Secondary data have been taken from bellow sources:
1.

Reports

2.

Pamphlets

3.

Advertisement
6

4.

Newspapers

5.

Internet
1.4.4 Data analysis tool
Percentage analysis and weighted average method are used for data analysis.
1.4.5 Limitations of the study

The data collection conducted around Kongad, Katampazhipuram and Thenkurussi of Palakkad

and that population only is considered for the study.

The findings and the suggestions cannot be generalized because the perception of customers

will be different according to the personality.

Some customers were not willing to give appointment due to their busy schedule.
Due to the fast pace of life, some customers were not able to do with justification to the
questions.

INTRODUCTION
In this chapter the researcher focused on studying the various researches which are already
researched by several authors. This study shows a path to the researcher to get a real view of the
project. Brand awareness is the ability of customer to recall and recognize the brand. The researchers
showed a detailed study towards the topic Brand awareness level of KAMCOs machineries.

Brand
A traditional definition of a brand was: the name associated with one or more items in the product line
that is used to identify the source of the character of the item (s) (Kotler, 2000).
The American Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors
Brand Equity
(Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand name and symbol
that adds to or subtracts from the value provided by a product or service to a customer. However, many
factors can be attributed to the value of the brand for example awareness, recall and recognition. Brand
equity as a differentiating factor that can influence consumers response to brands marketing activities.
In an attempt to define the relationship between customers and brands, the term brand equity in the
marketing literature emerged
There have been different perspectives or considering brand equity; the customer-based perspectives,
the financial perspectives and combined perspectives. The first perspective of brand equity is from a
financial markets point of view where the asset value of a brand is appraised (Farquhar, 1991).
Customer-based brand equity is evaluating the consumers response to a brand name (Keller, 1993).
While this study focus on the customer based perspectives.

A Framework for Measuring Customer-Based Brand Equity

Aaker (1991) defines Brand equity as the value that consumers associate with a brand. It is the
consumers perception of the overall superiority of a product carrying that brand name when compared
to other brands. Brand equity refers to consumers perception rather than any objective indicators. A
conceptual framework for measuring customer-based brand equity is developed by using the concept of
Aakers five dimensions of brand equity
1. Brand Awareness

Aaker (1991) defines brand or name awareness as the ability of a potential buyer to recognize or
recall that a brand is a member of a certain product category. Therefore, it is important that a link
between product class and brand is implicated because the scope of brand awareness is very wide,
ranging from an unsure sensation that the brand name is recognized, to a conviction that it is the only
one in the product class. Brand awareness refers to the strength of a brands presence in the consumers
mind.
8

It is a measure of the percentage of the target market that is aware of a brand name . Marketers can
create awareness among their target audience through repetitive advertising and publicity. Brand
awareness can provide a host of competitive advantages for the marketer. These include the following:

Brand awareness renders the brand with a sense of familiarity.

Name awareness can be a sign of presence, commitment and substance.

The salience of a brand will decide if it is recalled at a key time in the purchasing process.

Brand awareness is an asset that can be inordinately durable and thus sustainable.

It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. Brand
awareness is vitally important for all brands, but high brand awareness without an understanding of
what sets one apart from the competition does one virtually no good.
Brand awareness is measured according to the different ways in which consumers remember a brand,
which may include brand recognition, brand recall, top of the mind brand and dominant brand.

Brand recognition: It related to consumers ability to confirm prior exposure to that brand
when given the brand a cue. It requires that consumers can correctly discriminate the brand as
having been previously seen or heard.

Brand recall: Brand recall relates to consumers aptitude to retrieve the brand from memory
given the product category, the needs fulfilled by the category or a purchase or usage situation
as a cue. It requires consumers to correctly generate the brand of memory when given a relevant
cue.

Top-of-mind brand: This is the brand name that first comes to mind when a consumer is

presented with the name of a product classification.

Dominant Brand: The ultimate awareness level is brand name dominance, where in a recall task;
most consumers can only provide the name of a single brand.

According to Aaker (1996), for new or niche brands, recognition can be important. For well-known
brand recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand opinion
can be used in part to enhance the measurement of brand recall.
2. Brand Associations
A Brand association is the most accepted aspects of brand equity (Aaker 1992). Associations represent
the basis for purchase decision and for brand loyalty. Brand associations consist of all brand-related
9

thoughts, feelings, perceptions, images, experiences, beliefs, attitudes (Kotler and Keller 2006) and is
anything linked in memory to a brand. Chen A.C.H (2001) categorized two types of brand associations
- product associations and organizational associations.
a. Product Associations
Product associations include functional attribute associations and non-functional associations.
Function attributes are the tangible features of a product (de Chernatony and McWilliam, 1989).
While evaluating a brand, consumers link the performance of the functional attributes to the brand
(Pitta and Katsanis 1995). If a brand does not perform the functions for which it is designed, the brand
will has low level of brand equity. Performance is defined as a consumers judgment about a brands
fault-free and long-lasting physical operation and flawlessness in the products physical construction.
Nonfunctional attributes include symbolic attributes (Farquhar & Herr 1993) which are the intangible
features that meet consumers needs for social approval, personal expression or self-esteem Consumers
linked social image of a brand, trustworthiness, perceived value, differentiation and country of origin to
a brand.
Social Image
Laser (1995) limit the reference of the image dimension to the social dimension, calling it social image
as a social image contributes more to brand equity. Social image is defined as the consumers
perception of the esteem in which the consumers social group holds the brand. It includes the
attributions a consumer makes and a consumer thinks that others make to the typical user of the brand.
Perceived Value
Value appeared in several brand equity models (Feldwick 1996) define perceived value as the
perceived brand utility relative to its costs, assessed by the consumer and based on simultaneous
considerations of what is received and what is given up to receive it. Consumer choice of a brand
depends on a perceived balance between the price of a product and all its utilities (Lassar 1995). A
consumer is willing to pay premium prices due to the higher brand equity.
Trustworthiness
Brand equity models (Lassar 1995) regard trustworthiness of a product as an important attribute in
assessing the strengths of a brand. Also define trustworthiness as the confidence a consumer places in
the firm and the firms communications and as to whether the firms actions would be in the consumers
interest. Consumers place high value in the brands that they trust.
Differentiation/Distinctiveness

10

The Marketing Science Institute (Leuthesser 1988) states that the underlying determinants of
consumer-based brand equity is that brands provide benefits to consumers by differentiating products,
as they facilitate the processing and retrieval of information.
Other marketing literatures (Ries and Trout 1985) also stress the importance of the distinctive
character of brand positioning in contributing to the success of a brand. Distinctiveness is defined as the
degree to which the consumer perceives that a brand is distinct from its competitors. A brand can have a
price premium if it is perceived as being different from its competitors.
Country of origin
Thakor and Kohli (1996) argue that brand country of origin must also be considered. He defines the
brand origin as the place, region or country to which the brand is perceived to belong with its
customers. Country of origin is known to lead to associations in the minds of consumers. The country
of origin of a product is an extrinsic cue, which, similar to brand name, is known to influence
consumers perceptions.
Country of origin refers to the country of origin of a firm or a product (Johansson et al. 1985), or the
country where the product is manufactured or assembled. Also states that less concern should be given
to the place where brands manufacture their products, and more to the place where people perceive the
brands country of origin to be. Therefore, country of origin in the proposed framework referred to the
brands country of origin.
b. Organizational Associations
Organizational associations include corporate ability associations, which are those associations related
to the companys expertise in producing and delivering its outputs and corporate social responsibility
associations, which include organizations activities with respect to its perceived societal obligations
According to Aaker (1996), consumers consider the organization that is the people, values, and
programs that lies behind the brand. Brand-as-organization can be particularly helpful when brands are
similar with respect to attributes, when the organization is visible (as in a durable goods or service
business), or when a corporate brand is involved.
Corporate social responsibility (CSR) must be mentioned as another concept that is influencing the
development of brands nowadays, especially corporate brands as the public wants to know what,
where, and how many brands are giving back to society. Both branding and CSR has become crucially
important now that the organizations have recognized how these strategies can add or detract from their
value (Blumenthal and Bergstrom 2003). CSR can be defined in terms of legitimate ethics or from an
instrumentalist perspective where corporate image is the prime concern.
11

3. Perceived quality
Perceived quality is the customers judgment about a products overall excellence or superiority that is
different from objective quality (Zeithaml 1988). Objective quality refers to the technical, measurable
and verifiable nature of products/services, processes and quality controls. He classified the concept of
perceived quality in two groups of factors that are intrinsic attributes and extrinsic attributes. The
intrinsic attributes relate to the physical aspects of a product (e.g. Color, flavor, form and appearance);
on the other hand, extrinsic attributes are related to the product, but not in the physical part of this one
(e.g. Brand name, stamp of quality, price, store, packaging and production information Its difficult to
generalize attributes as they are specific to product categories.
Zeithaml (1988) classify the concept of perceived quality in two groups of factors that are intrinsic
attributes and extrinsic attributes. The intrinsic attributes relate to the physical aspects of a product (e.g.
Color, flavor, form and appearance); on the other hand, extrinsic attributes are related to the product,
but not in the physical part of this one (e.g. Brand name, stamp of quality, price, store, packaging and
production information. Its difficult to generalize attributes as they are specific to product categories
(Olson and Jacoby 1972)
4. Brand Loyalty
Loyalty is a core dimension of brand equity. Grumbler and Brown (1996) define brand loyalty as the
attachment that a customer has with a brand and describe different levels of loyalty. Behavioral loyalty
is linked to consumer behavior in the marketplace that can be indicated by the number of repeated
purchases or commitments to repay the brand as a primary choice. Cognitive loyalty which means that
a brand comes up first in a consumers mind, when the need making a purchase decision arises, that is
the consumers first choice. The cognitive loyalty is closely linked to the high level of awareness (topof-mind), where the matter of interest also is the brand, in a given category, which the consumers recall
first. Thus, a brand should be able to become the respondents first choices (cognitive loyalty) and is
therefore purchased repeatedly (behavioral loyalty).
Chaudhuri & Holbrook (2001) mention that brand loyalty is directly related to brand price. Identify
price premium as the basic indicator of loyalty. Price premium is defined as the amount a customer will
pay for the brand in comparison with another brand offering similar benefits and it may be high or low
and positive or negative depending on the two brands involved in the comparison.
Customer Satisfaction
Peter and Olson (1993) mention that interaction between the peoples emotions, moods, affection and
special feelings is called consumer behavior, in other words, in environmental events which they

12

exchange ideas and benefits each is called consumer behavior. Buying behavior reflects who purchase
products for personal use and not for business purposes.
Nigel F. Piercy (1996) in his study The effects of customer satisfaction measurement: the internal
market versus the external market Reports some of the findings of a recent study of the internal market
effects of customer satisfaction measurement, and identifies a number of ways in which use of
customer satisfaction information has negative effects within the organization, which may stand in the
way of implementation of market strategies of service and quality. This suggests a management agenda
which extends far beyond the acquisition of customer satisfaction data and reporting systems, to
consider the full impact of such measurement systems.

CONCLUSION
From the previous studies, it is clearly mentioned that brand awareness is influenced in
customers buying behavior. The three important factors influence a customer in purchasing decision is
brand recognition, brand recall, and brand dominance. While considering these factors, the lane of the
study is concerned with purchasing behavior of customers are influenced by brand awareness and the
importance of brand awareness with customers buying behavior.

INTRODUCTION
In this chapter, the researcher mainly focused on compiling the different opinions of the
respondents who evolved in providing data. Hence the collected data are represented in table manner
13

as well as a pie chart in detailed form. These data are then interpreted, so as to brief and to make
recommendations for further movement of the research. The data which are to be made as compiled
data are utilized for making interpretation and analysis. The data which the researcher collected
contains of primary as well as secondary data.

TABLE 3.1 Showing the Gender of respondents

Gender
Male
Female
Total

Frequency
42
8
50

Percentage
84
16
100

(Source: Primary data)

14

FIGURE 3.1 Showing the Gender of respondents

Female; 16%

Male; 84%

INTERPRETATION
The project undertaken to know the brand awareness level of KAMCO was conducted in the
district of Palakkad with the sample size of 50 through a questionnaire. Among the respondents
84%were Male and rest 16% were Female.

TABLE 3. 2 Showing the Age Group of respondents

Age group
Below 25
25-45
45-65
65 and above

Frequency
3
6
35
6

Percentage
6
12
70
12
15

Total

50

100

(Source: Primary data)

FIGURE 3. 2 Showing the Age Group of respondents

Frequency

Percentage
70

35

12
3

12

Below 25

25-45

45-65

65 and above

INTERPRETATION
Respondents chosen were majority of the age group 45-65 which accounts for 70%, followed by
25-45 and 65 and above which accounts to 12%, respectively, there were 6% of the respondents were
aged below 25.

TABLE 3.3 Showing the Annual income of the respondents

Annual income

Frequency

Percentage

Below 2 lakh
2-5 lakh
5-10 lakh
Above 10 lakh

12
28
8
2

24
56
16
4
16

Total

50

100

(Source: Primary data)

FIGURE 3.3 Showing the Annual income of the respondents

28

12
8

2
Below 2 lakh

2-5 lakh

5-10 lakh

Above 10 lakh

INTERPRETATION
From the above chart, 56% respondent were the majority with annual income of Rs 2-5
lakh followed by 24% respondents with annual income Below 2 lakh. 16% respondents were in an
An income group of 5-10 lakh followed by higher class people having an annual income above 10 lakh
which account for 4%.

TABLE 3.4 Showing what Kind of agriculture the respondents are doing

Type

Frequency

Percentage

Paddy

29

58
17

Coconut
Rubber
Multiple
Total

6
5
10
50

12
10
20
100

(Source: Primary data)

FIGURE 3.4 Showing what Kind of agriculture the respondents are doing
Frequency

Percentage

58

29
20
12

Paddy

10

Coconut

Rubber

10

Multiple

INTERPRETATION
From the above chart, 58% respondent were with the majority are in the paddy agriculture
followed by 20% are doing other agricultures such as banana and other vegetables etc.. 12% of the
respondents were doing Coconut business and remaining 10% are involved in the rubber business.

TABLE 3.5 Showing how much of agricultural land the respondents having

Size

Frequency

Percentage

Below 5 Acre
5-10 Acre

25
24

50
48
18

Above 10 acres
Dont know
Total

1
0
50

2
0
100

(Source: Primary data)

FIGURE 3.5: Showing how much of agricultural land the respondents having
Frequency
50

25

Percentage

48

24

1
Below 5 Acre

5-10 Acre

Above 10 acre

Dont
0 know
0

INTERPRETATION
From the above chart, 50% respondents with majority are owned land that below 5 acres,
followed by 48% respondents with land in 5-10 acre. Remaining 2% of respondents having land of
above 10 acres. None of the respondents are not aware about the land theyve holding

TABLE 3.6 Showing the Type of agricultural practice the farmers are following
Mechanized/labor power

Frequency

Percentage
19

Mechanized
Labor power
Total

17
33
50

34
66
100

(Source: Primary data)

FIGURE 3.6 Showing the Type of agricultural practice the farmers are doing
Mechanized

Labour power
66

34

33

17

Frequency

Percentage

INTERPRETATION
Among the sample of 50, 34% are following mechanized agricultural practices. And the rest 66%
sample were are still using labor power, so the majority of the farmers in Palakkad still not mechanized
their agricultural field.

TABLE 3.7 Showing the Type of machinery equipments currently the mechanized

farmers is using.
20

Type

Frequency

Percentage

Tiller
Tractor
Sweeper
Others
Total

8
3
2
4
17

47
18
12
23
100

(Source: Primary data)

FIGURE 3.7 Showing the Type of machinery equipments currently the mechanized

farmers is using.

Frequency

Percentage

47

23
18
12
8
3
Tiller

Tractor

Sweeper

4
Others

INTERPRETATION
Among the 17 mechanized farmers there are 47% of the people having a tiller for plowing their
agricultural fields , 18% of this mechanized farmers having tractors instead tillers especially the
farmers having land above 10 acre, but only 12 percentage of are having a sweeper to harvest the
paddy fields, 23% of the respondents are using other kind of agricultural equipments.

TABLE 3.8 Showing which companys product currently the mechanized farmers

are using

21

Company
VST Tillers
Kamco
Ganga
Others
Total

Frequency

Percentage

6
4
4
3
17

35
24
24
17
100

(Source: Primary data)

FIGURE 3.8 Showing which companys product currently the mechanized farmers

are using

Frequency

Percentage

35

24

24
17

VST Tillers

Kamco

Ganga

Others

INTERPRETATION
When samples were asked about the company of the products which they are currently using 35% of
the samples with a majority are using the tillers which produced by VST Tillers followed by ganga
which accounts 24%, and 4 of the samples were using Kamcos Tiller that also accounts about 24%,
and 17% of the samples are using machineries of other than these three companies like Tesmaco,
Crompton greaves .

22

TABLE 3.9 Showing how many respondents are already heard about KAMCO

Yes
No
Total

Frequency
30
20
50

Percentage
60
40
100

(Source: Primary data)

FIGURE 3.9: Showing how many respondents are already heard about KAMCO

Percentage
60

40

Yes

No

INTERPRETATION
When the respondent were asked about whether they had heard about KAMCO or not, 60% people out of
50 responded that they had heard about the product and the rest 40% people had not heard about the
product

23

TABLE 3.10 Showing the response when the respondents asked KAMCO as the first

choice when buying an Agro machinery

Frequency
6
24
30

Yes
No
Total

Percentage
20
80
100

(Source: Primary data)

FIGURE 3.10: Showing the response when the respondents asked KAMCO as the

first choice when buying an Agro machinery

Yes

No
80

24

20

6
Frequency

Percentage

INTERPRETATION
Among the sample of 50, 20 samples not aware about the brand KAMCO. So when the rest 30 sample
were asked, 20% have chosen KAMCO as their first choice and 80% has not chosen KAMCO as their
first choice.

24

TABLE 3.11 Showing the Reason for not choosing KAMCO as first choice

Reason for not choosing

KAMCO as their choice
Unawareness
Dealerships
Others
Total

Frequency

Percentage

14
6
4
24

58
25
17
100

(Source: Primary data)

FIGURE 3.11: Showing the Reason for not choosing KAMCO as first choice

Frequency

Percentage

58

25
17

14
6
Unawareness

Dealerships

Others

INTERPRETATION
From the above chart 58% of the respondents who voted KAMCO as not their first choice while
choosing an agro machinery, because they dont know anything about the brand or they didnt even
heard or seen it. 25% responded that they dont find any dealership of KAMCO nearby their place,
followed by 17% respondents who have other reasons.

25

TABLE 3.12 Showing the source of information about KAMCO by

the respondents
Where did you get the
information about KAMCO
TV
Friends
Exhibitions
Magazines
Others
Total

Frequency

Percentage

2
9
10
3
6
30

7
30
33
10
20
100

(Source: Primary data)

FIGURE 3.12 Showing the source of information about KAMCO by

the respondents
Frequency

Percentage
33

30

20

10

10
6
3

2
TV

Friends

Exhibitions

Magazines

Others

INTERPRETATION
About 10 out of 30 that is 33% people responded that they came to know about the Products of
KAMCO through the exhibitions, followed by 30% and 20% of who said they came to know about the
products through their friends and other sources, magazines and TV has a less influence in the brand
awareness level of the company as 10% and 7% of the respondents are coming to know about
26

KAMCO through Magazines and TV.

TABLE 3.13 Showing how many of the respondents are aware about the product list

of KAMCO
Frequency
10
20
30

Yes
No
Total

Percentage
33
67
100

(Source: Primary data)

FIGURE 3.13: Showing how many of the respondents know the product list of

KAMCO
Yes

No
67

33
20
10

Frequency

Percentage

INTERPRETATION

27

Among the sample of 30, 67% of them are not aware about the products of KAMCO, but the rest of the
33% respondents know the product list of KAMCO.

TABLE 3.14: Showing how many of the respondents know the price list of KAMCO

Frequency
9
21
30

Yes
No
Total

Percentage
30
70
100

(Source: Primary data)

FIGURE 3.14: Showing how many of the respondents know the price list of KAMCO
Yes

No
70

30
21
9

Frequency

Percentage

INTERPRETATION
28

Among the sample of 30, 70% of them are not aware about the price list of KAMCO, but the rest of the
30% know the price list of KAMCO.

TABLE 3.15 Showing how many of the respondents Are able to recognize the logo of
KAMCO.Ltd
Frequency
9
21
30

Yes
No
Total

Percentage
30
70
100

(Source: Primary data)

FIGURE 3.15 Showing how many of the respondents Are able to recognize the logo
of KAMCO.Ltd

Yes

No
70

30
21
9

Frequency

Percentage

29

INTERPRETATION
Among the sample of 30, 70% of them cannot recognize the brand when they see any of their product
or advertisement, but the rest of the 30% can recognize the brand by its product or logo.

TABLE 3.16 Showing how much the advertisement of this brand influencing the
respondents
Frequency
0
0
11
19
30

Highly
Average
Poor
Never
Total

Percentage
0
0
37
63
100

(Source: Primary data)

FIGURE 3.16 Showing how much the advertisement of this brand influencing the

respondents

Frequency

Percentage
63

37

19
11

0Highly0

Average
0
0

Poor

30

Never

INTERPRETATION
Among the sample size of 30, 63% of them responded they didnt see any advertisement of
KAMCO on Television or other print media so the advertisements never influenced them, the rest of
the 37% also said KAMCOs advertisements are poor.

TABLE 3.17 Showing How often the respondents see the advertisements of KAMCO

How often have you

heard or seen it
Many times
Often
Dont know
Never
Total

Frequency

Percentage

2
2
8
18
30

7
7
26
60
100

(Source: Primary data)

FIGURE 3.17 Showing How often the respondents see the advertisements of KAMCO
Frequency

Percentage
60

26
18
7
2
Many times

7
2
Often

Dont know

INTERPRETATION
31

Never

From the above chart, 3.17 out of 30 that is 60% people responded that they have never heard
about or seen the advertisements followed by 26% are dont know if they have seen or not, only a few
that is about 7% of the respondents are told they seen the advertisements many ties and often times.

TABLE 3.18 Showing the perception of the respondents towards the brand
KAMCO.Ltd

High quality
Low Maintenance
Well-known brand name
Durability
Total

Frequency
19

Percentage
63

3
3

10
10

5
30

17
100

(Source: Primary data)

FIGURE 3.18 showing the perception of the respondents towards the brand

KAMCO.Ltd

32

Frequency

Percentage

63

19
5

br
an
d

na
m
e

W
el
l-k
no
wn

M
ai
nt
en
an
ce
Lo
w

H
ig
h

qu
al
ity

17

10

D
ur
ab
ilit
y

10

INTERPRETATION
This question was answered by only those respondent who have already heard about KAMCO LTD to
know their perception towards the brand, Among the sample size of 30 63% people think KAMCOs
products are high quality followed by 17% are responded the question as durability, and the rest of
them are saying KAMCO is well established brand name (10%) and Low maintenance (10%)

TABLE 3.19 showing how the respondents rated this brand in five point scaling method

against its competitors

5 of 5
4 of 5
3 of 5
2 of 5
1 of 5
Total

Frequency

Percentage

3
4
15
8
0
30

10
13
50
27
0
100

(Source: Primary data)

FIGURE 3.19 showing how the respondents rated this brand in five point scaling method

against its competitors

33

Frequency

Percentage
50

27

13

10
3

5 of 5

4 of 5

15
8

3 of 5

2 of 5

0
1 of 5
0

INTERPRETATION
When samples was asked to rate the brand KAMCO majority of respondents rated 3 out of 5 (50%)
followed by 2 of 5 (27%) and 13% people rated as 4 out of 5 and 4 out of 5 are Only 10% respondents
rated as 5 out of 5.

TABLE 3.20 Showing the Possibility of buying KAMCOs products in the future

Definitely yes
Mostly
May be
No
Total

Frequency
2

Percentage
7

21
4

70
13

3
30

10
100

(Source: Primary data)

FIGURE 3.20 Showing the Possibility of buying KAMCOs products in the future

34

Frequency

Percentage

70

21
13
2

10

Definitely yes

Mostly

May be

No

INTERPRETATION
When the respondents are asked the possibility of buying KAMCOs products if they planning
to buy an agro machinery in future 70% are responded mostly with the majority, followed by 13% and
10% are said May be and No respectively only 7% respondents are definitely ready to buy a KAMCOs
product if they want to buy an agro machinery.

TABLE 3.21 Showing How important is the brand name while choosing an agro

machinery

Importance of brand name

Highly important
Important
Not necessary
Dont know
Total

Frequency

Percentage

5
16
8
1
30

17
53
27
3
100

(Source: Primary data)

FIGURE 3.21 Showing How important is the brand name while choosing an agro
35

machinery
Frequency

Percentage

53

27
17

16
8

Highly important

Important

Not necessary

Dont know

INTERPRETATION
When samples was asked whether the brand name is important, majority 53% respondents agreed
brand name is important followed by 27% with an opinion as Not necessary. 17% respondents rated as
important, followed by 3% as dont know.

TABLE 3.22 Showing whether the respondents will recommend this brand to others or

not

Would you recommend

this product to others
Definitely
May be
No
Neutral
Total

Frequency

Percentage

3
24
3
0
30

10
80
10
0
100
36

(Source: Primary data)

FIGURE 3.22 Showing whether the respondents will recommend this brand to others
Frequency

Percentage

80

24
10

10

3
Definitely

3
May be

No

Neutral
0
0

INTERPRETATION
When the sample was asked whether they will recommend this product to others 80 % respondents
replied May be followed by 10% respondents replied definitely and No respectively.

INTRODUCTION
In this chapter, the researcher made the total abstract of the research. The researcher analysed
various interpretations from the charts and tables. The core of the research is mentioned in the topic.
From all the processed data the researcher recommended various suggestions. The three aspects of the
research are the abstract of the data which are processed in the previous chapter. The various

37

suggestions for improving the brand awareness and the top of mind of the respondents are abstracted
here. The findings and the suggestions are accordance with the objective of the study.

4.1 SUMMARY
This report was commissioned to examine the brand awareness level of KAMCO LTD with reference
to the farmers in and around Palakkad.
Brand awareness is the consumers ability to recognize or recall (identify) the brand within a given
product category in sufficient detail to make a purchase decision. This also means that the consumers
38

can propose, recommend, choose, or use the brand. The objectives of most advertising campaigns are to
create and maintain brand preference. The first step is to make potential consumers aware of a brands
existence.
The research draws attention to various factors which indicates the level of awareness like familiarity
with the company logo and advertisement recalling ability of the prospective customers. The factors by
which most people came to know about the brand is the most effective marketing channel as it creates
more awareness. Further investigation reveals the level of brand awareness compared to other
companies. This gives an idea about the brand awareness level compared to competitors more over it
analyse the overall perception about the brand which is a result of brand image and awards.
This report evaluates and concludes that the brand KAMCO has got only an average brand image and
there is a very unfavourable condition in the market for various reasons. Still company can make the
marketing channels stronger to reach unexplored markets across the country. In short, we can
understand from the research that the brand (KAMCO) is quite unknown to people. KAMCO has not
built its brand awareness among a relatively lesser number of people in an around Palakkad.

4.2 FINDINGS
The majority of the respondents is still using labor power for agricultural practices (Ref.
TABLE 3.6).
The majority of the respondents refused to choose KAMCO as the first choice when buying an
Agra machinery, the main reason is unawareness (Ref: and TABLE 3.10).
39

 The majority of the respondents are not aware about the product list and price range of
KAMCOs machineries (Ref: TABLE 3.13) and (Ref: TABLE 3.14).
The majority of respondents never heard or seen the advertisements of KAMCO (Ref: TABLE
3.17).
The majority of the respondents has a positive perception towards KAMCO that it produces high
quality machineries (Ref: TABLE 3.18).
The majority of the respondents said theyre almost ready to prefer KAMCO if they want to buy an
Agra machinery in the future (Ref: TABLE 3.20).
Irrespective of age and income, people consider brand name as highly important while buying
an agro machinery too (Ref: TABLE 3.21).
Majority of the respondents are not sure to recommend the brand to others because they dont
know about the brand and only a small percent are willing to recommend the brand and it is based
on their perception towards KAMCO (Ref: TABLE 3.22).

4.3 SUGGESTIONS
Suggestions are done on the basis of finding and analysis of data collected through
Questionnaire: Advertising plays a very important role in increasing the awareness and in reminding the
customer about the products and services offered by KAMCO.Ltd. Hence advertisement
40

about the firm and its products and services must be aired on local TV channels as well as in
local magazines.
The majority of respondents are not yet mechanized their agricultural field, so it is an
opportunity for KAMCO.Ltd to reach to prospect customers by any marketing campaigns.
As a major percentage of the respondents are above at the age of 40 years old, local newspapers,
magazines, exhibitions and local channels would be the preferred mode for promotional activities.
By offering more variants in the product portfolio KAMCO can attract more farmers in the various
segments.
As from the INTERPRETATION, most important criterias for selection of an agro machinery
is its specifications which include price, productivity, efficiency, maintenance, etc. There
would be a definite increase in the sale of the products of KAMCO if this point would be looked
into and improved.
It can be observed that since the people tends to forget the advertising of a particular product a
reminder message has to be enforced in a regular interval and in a proper medium which would
reach a large number of potential customers

4.4 CONCLUSION
Accomplishing this project on brand awareness was an excellent and knowledge gaining
Experience for the researcher. Despite the small sample size for questionnaire this project helped me to
know the view of customer and common people towards the brand awareness of KAMCO.Ltd. Brands
are now a central feature of consumer marketing, they are important in building long- term
41

relationships with the consumer, irrespective of the type of market. Their importance is now also being
recognized in other markets, including service and industrial. Investing in a brand builds consumer
confidence and loyalty and allows for brand stretching. It requires a consistent and long-term strategy.
Only a few brands have emerged as truly global.
In conclusion, I would say that the brand (KAMCO.Ltd) has an average brand awareness among
the farmers in Palakkad. They have not built its brand awareness among a relatively large number of
people in an around Palakkad it may due to their promotional activities. The customers are not aware
largely of the product and price list with the help of Television and Word of mouth and the products
still has a way to increase its advertising channels to reach the relatively large number of people.

BIBLIOGRAPHY
Reference Books:

Farquhar (1991)3, Recognizing and Measuring Brand Assets, Marketing Science Institute,
Cambridge, MA

42

Farquhar, P.H., Herr P.M. (1993),The dual structure of brand associations, In Aaker, D.A.,
Biel, A. Eds. Brand Equity & Advertising: Advertisings Role in Building Strong Brands, 263-

77.
Kotler, Philip (2000), Marketing Management. The Millennium Edition, Upper Saddle River,

Prentice Hall.
Kotler, Philip and Keller, Kevin L. (2006), Marketing Management, 12th edition. Upper
Saddle River, NJ: Prentice Hall.

Journals:

Chaudhuri, A. And Holbrook M. B. (2001), The chain of effects from brand trust and brand

effect to brand performance: The role of brand loyalty, Journal of Marketing 65 (April): 81-93.
Chen A.C.H. (2001), Using free association to examine the relationship between the
characteristics of brand associations and brand equity, Journal of Product & Brand

Management 10 (7): 439 451

De Chernatony, L. & McWilliam G. (1989),The varying nature of brands as asset,

International Journal of Advertising 8: 339-49.

Johansson (1985), Assessing the impact of country of origin on product evaluations: a new

methodological perspective, Journal of Marketing Research 5 (3): 175-187.

Keller KL. (1993), Conceptualizing, measuring, and managing customer-based brand equity,

Journal of Marketing 57 (1): 1-22.

Feldwick, P. (1996), What is brand equity anyway and how do you measure it, Journal of the

Market Research Society. 38: 85-104.

Gremler, D. And Brown, S.W. (1996), The loyalty ripple effect: appreciating the full value of
customers, International Journal of Service Industry Management 10 (3): 271-93

Reference from website:

www.safaribooksonline.com
www.articlebase.com
www.wikipedia.com
www.kamcoindia.com
43

www.slashdocs.com

QUESTIONNAIRE
Sir/Madam,
I am Subair. NA, from LEAD College of Management, Palakkad. As a part of my MBA course, I
am doing a project on the topic A study on the Brand awareness level of Agro machineries
produced by KAMCO .Ltd among the farmers in Palakkad. I would appreciate it if you could
take a few moments of your time to carry out this survey. All results will be kept confidential.
Name..
Address..
..
PH..
44

Gender?
Male

Female

Your age group?

25-30
60

30-40
60 and above

Annual Income?
Below 2 lakh
5

- 10 lakh

Above 10 lakh

What kind of Agriculture Business are you into?

Paddy

Wheat

Rubber

Others

How much agricultural land do you own?

Below acresre

5-10 acre

Above 10 acre

dont know

What sort of agricultural practices are you following?

Mechanized

2 - 5 Lakh

Labor power

If mechanized what are all the equipments you are using?

Tractor

Tiller

Sweepers

Others

Which companys equipments are you using?

KAMCO

VST Tillers

Tesmaco

Others
45

Have you ever heard about the company KAMCO?

Yes

No

If you answered NO at question no 9, the questionnaire ends here.

Thank you for your valuable time.

The following questions are all about KAMCO.Ltd.

10 If your answer to question no 6 is Labor power
Your preferred brand while choosing an Agro machinery is KAMCO.
Yes

No

If no, what are the reasons for not choosing KAMCO? Ans
11 Where have you heard about KAMCO?
TV

Friends

Company salesman

Magazines

Others (specify.)

12 Are you aware about the products of KAMCO?

Yes

No

13 Are you aware about the price list of KAMCOs products?

Yes

No

14 Are you able to recognize the logo KAMCO.Ltd?

Yes

No
46

15 How the advertisement about this brand influenced you?

Highly

Average

Neutral

Never

16 How often have you heard or seen it?

Many times

often

Sometimes

Others

17 What would you say this brand is best known for?

High quality

Low maintenance cost

Well-known brand name

Durability

18 How would you rate this brand against its competitors?

5

19 To what extent is your possibility to buy a KAMCO product when you are planning to buy in
future?
Definitely yes

Yes

May be

No

20 How important is a brand name while purchasing an Agro machinery?

Highly important

Important

Unimportant

Dont know

47

21 Would you recommend this product to others?

Definitely
No

May be
Neutral

22 Any other suggestions with respect to the companys product?

Thank you sir/madam

48