NEED FOR THE STUDY

Today costumers are facing a growing range of choice in the different brands of products and
services. They are making their choice on the basis of their perceptions of brand, quality
service and value.The company has to adopt strategies to keep brand in consumers
memory. Astrong brand awareness means easy acceptance of new products. An organization
has tomeasure the level of awareness of the potential customers and has to adopt
different
strategies to enhance the awareness level and to identify the appropriate
promotionaltool.B r a n d a w a r e n e s s i s a s s e t w h i c h b r a n d ma n a g e r s c r e a t e a n d
e n h a n c e t o b u i l d brand equity. It is related to the nature and features of product. It leads
to brand strengthw h i c h i s c o ns t i t u t e d b y m e a s u r i n g t h e v a r i a b l e l i k e
l e a d e r s h i p , s t a b i l i t y, M a r k e t , geographic, trend, support and protection etc
Creating brand awareness with the use of advertising,
p r o m o t i o n e v e n t ma n a g e m e n t e t c a d i ffe r e n t b r a n d h a s d i ffe r e n t k i n d
o f a w a r e n e s s w h i c h r e t a i n s recognition.B r a n d a w a r e n e s s s a t i s f i e s a
n e e d o f t h e c o n s u m e r . A c o n s u m e r a s a i m s , ambitions, motivation
drives and desire. Consumer feels more powerful when he uses t h e b r a n d .
S a t i s f a c t i o n s o r p r e f e r e n c e f o r a b r a n d s h o w s h o w l o ya l t h e c o n s u me r
i s likely to be brand.I n t o d a ys c o m p e t i t i v e b u s i n e s s s c e n a r i o w h e r e e v e r y
c o mp a n i e s p r o d u c t i s competing with each other retaining loyal customer is an essence
for which increasingthe level of brand awarness is very vital.
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This study is not concerned only with brand awareness but deals also with other facts.
Itincludes a wide preview of

From where did the potential customers come to know about the product?

Which media is effective in communicating the message to the potential customers?

Did the potential customers feel that the brand is important to purchase?
Which attribute of the product drive the potential customer to prefer the particular
product.?

D i d t h e p o t e n t i a l c u s t o m e r s f e l t t h a t t h e b r a n d e d p r o d u c t ma t c h e s
t h e i r expectations?

How the brands influence the market?

What is the effect of the competitors product?

Are the potential customers satisfied with the brand, price, quality etc?
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STATEMENT OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to know howmuch
market power lies with the brand name. The study of brand awareness is essentialin
marketing planning. Customer needs and preferences keep changing where
brandsultimately command customers loyalty.

The realistic side of the problem is to know the acceptance level of the
branda w a r e n e s s t o w a r d s t h e p r o d u c t . T h i s s t u d y w i l l h e l p u s t o
u n d e r s t a n d t h e b r a n d awareness and what problems are being faced by the consumers,
to which appropriatemeasures to be taken to solve the problems.This project has mainly been
taken up to understand the brand awareness, buyingmotives to ensure the Brand
awareness towards Mahindra Xylo apart from this, it is t o u n d e r s t a n d t h e n e w
o p p o r t u n i t i e s i n t h e m a r k e t f o r t h e i mp r o v e m e n t o f b r a n d awareness and sales
towards the products
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OBJECTIVES OF THE STUDY
The main objective of any business is to acquire larger market
s h a r e , o r h i g h e r 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 of the market if its
has b r a n d l o ya l c u s t o me r. Tod a y m a n y ma j o r c o m p a n i e s i n t h e ma r k e t h a s
b r a n d l o ya l c u s t o m e r s a n d t h e y a d o p t m a n y s t r a t e g i e s t o m a i n t a i n a n d
i mp r o v e t h e r e b r a n d e d equity. Without creating a proper Brand awareness they cannot
build brand image.Strong brands help build the corporate image and also by making it eager
for thecompanies launch new brands. Today brands are treated, as major enduring assets of
acompany-more over brand equity are major contributor to customer equity. This all
canhappen only there is proper brand awareness.T h e l i g h t f o u r w h e e l e r i n d u s t r y h a s

b e e n e x p a n d i n g r a p i d l y a r e g o n e t h e d a y when possessing a small and mid-size cars

was seen as a luxury. Now days it is viewedas a mere necessity.
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The study has been conducted with the following objectives in mind:
To judge the awareness level of the prospect customer.

To know how they are aware regarding the product.

To judge in which way they have developed the awareness.