1RY12MBA50

Internship Report on
A STUDY ON MEASURING CUSTOMER BASED BRAND

EQUITY OF QUIKR.COM
Submitted By:
VARUN.C
1RY12MBA50
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM
In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION
Under the guidance of
INTERNAL GUIDE
EXTERNAL GUIDE
Prof. Anshu Rani
Chowde Gowda A.S
Asst.Professor
Sales Manager,Quikr.com
Department of MBA
Reva Institute of Technology and Management
Rukmini Knowledge Park, Kattigenahalli,
Yelahanka, Bengaluru-560064.
Batch. 2012-2014
July 2014
CERTIFICATE
This is to certify that Mr./Ms. VARUN C bearing USN. 1RY12MBA50, is a

bonafide student of Master of Business Administration course of the Institute
(Batch.2012-2014), affiliated to Visvesvaraya Technological University,
Belgaum. Internship report on A STUDY ON MEASURING CUSTOMER
BASED BRAND EQUITY OF QUIKR.COM is prepared by him/her under
the guidance of Prof. ANSHU RANI, in partial fulfillment of the requirements
for the award of the degree of Master of Business Administration of
Visvesvaraya Technological University, Belgaum Karnataka.
Prof. Anshu Rani

Asst. Professor
Dept. of MBA
Dr. H. N. Shivaprasad
Professor & Director
Dept. of MBA
Dr. N. Ranapratap Reddy

Principal
Reva, ITM
DECLARATION
I, VARUN C, hereby declare that the Internship Report entitled A STUDY

ON
MEASURING
CUSTOMER
BASED
BRAND
EQUITY
OF
QUIKR.COM with reference to Quikr.com, Bangalore prepared by me

under the guidance of Prof. Anshu Rani, faculty of MBA Department, Reva
Institute of Technology and Management and external assistance by
Mr.Chowde Gowda A.S (Sales Manager at Quikr.com).
I also declare that this Internship work is towards the partial fulfillment of the
university regulations for the award of degree of Master of Business
Administration by Visvesvaraya Technological University, Belgaum.
I have undergone a summer project for a period of twelve weeks. I further
declare that this project is based on the original study undertaken by me and has
not been submitted for the award of any degree/diploma from any other
University/Institution.
Signature of the Student

Place: Bangalore.
Date:
Varun C
1RY12MBA50
ACKNOWLEDGEMENT
I feel its my privilege in writing this acknowledgement to thank all those who gave their views
and suggestions for helping in the completion of my internship in Quikr.com Ltd. from 16-42014 to 30-6-2014.
I would like to take this opportunity to convey my deep sense of gratitude to my internal guide
Prof. Anshu Rani and for providing an opportunity to do this internship.
I sincerely thank Mr.Chowde Gowda A S, Sales Manager ,Quikr.com for having permitted me
to do my internship in Quikr.com Ltd., Shivaji Nagar Branch, Bangalore.
I also thank Mr. Arun Gopal (Dealer) Quikr.com Ltd., Shivaji Nagar branch, Bangalore who
helped me a lot in completing my project.
I also extend my thanks to all staffs of Quik.com Ltd. Shivaji Nagar branch, Bangalore
Finally I would also like to thank Almighty & my parents, friends for giving their due support,
encouragement, assurance in completing this project.
Date:
Place:
Varun.C
USN: 1RY12MBA50
TABLE OF CONTENTS
Sl. No
Topic
Page
No
1 INTRODUCTION
1.1 Topic chosen for study

1.2 Need for the study
1
1
1.3 Objectives of the study
1.4 Scope of the study
1.5 Methodology adopted
1.6 Literature review
1.7 Limitation of the study
2 ORIGIN OF ONLINE INDUSTRY

2.1 Industry profile
6
7
2.2 Company profile
2.3 Promotors
2.4 Vision
2.5 Mission
2.6 Objectives
11
11
11
2.7 Products & services profiles
11
2.8 Area of operation
19
2.9 Infrastructure facilities
20
2.1 Competitors information
21
2.11 Future growth prospect
23
2.12 SWOT analysis
24
2.13 Financial statement
27
THEORETICAL BACKGROUND OF THE STUDY

3
3.1 Elaborative information on the subject chosen for better understanding and
usage in the analysis
28
32
4 ANALYSIS AND INTERPRETATIONS
38
4.1 Chart showing the category that the respondents used
38
4.2 Chart showing about the Brand Salience of Quikr.com
40
4.3 Chart showing about Brand Performance of Quikr.com
41
4.4 Chart showing about the consumer imagery of Quikr.com
43
4.5 Chart showing about customer feeling of Quikr.com
45
4.6 Chart showing about biggest competitors for Quikr.com
47
4.7 Chart showing about consumer judgement
48
4.8
50
Chart showing Quikr as a personality

4.9 Age of the respondents
4.1 Chart showing the gender of customers
4.11 Chart showing the education level of the customers
51
52
53
4.12 Chart showing the occupation of the customer
54
5 FINDING
5.1 Suggestions/ recommendation
56
57
5.2 Conclusion
59
Bibliography
Anexure
60
61
LIST OF FIGURES
Sl. No
1
2
3
4
5
6
7
8
Topic
Chart showing the category that the respondents used
Page
No.
38
Chart showing about the Brand Salience of Quikr.com
40
Chart showing about Brand Performance of Quikr.com
41
Chart showing about the consumer imagery of Quikr.com
43
Chart showing about customer feeling of Quikr.com
45
Chart showing about biggest competitors for Quikr.com
47
Chart showing about consumer judgement
48
Chart showing Quikr.com as a personality
50
Chart showing age of the customers

9
10
11
12
Chart showing the gender of customers
51
52
Chart showing the education level of the customers
53
Chart showing the occupation of the customer
54
EXECUTIVE SUMMARY
Marketing research is carried out to take some of the strategic decision by the companies to
enhance their credibility and better profit. The modern manager relies on marketing research
while making decision on strategic variables. To avoid unnecessary cost on research and time
constraint consumer products company tend to rely on data collection from customer. Their
opinion place an important role while taking decision.
The topic chosen for the study A STUDY ON MEASURING CUSTOMER BASED BRAND
EQUITY OF QUIKR.com this study is conducted keeping Keller`s model of customer based
brand equity as a basis. From 16-4-2014 to 30-6-2014 I have done project in Quikr.com under
the guidance of Mr. Chowde Gowda(sales manages). The company is about online marketing
industry. Online marketing industry is the marketing of products or services over the internet & it
ties together creative and technical aspects of the internet, including design, development
advertising and sale.
The research methodology adopted in this study, field survey has been conducted and primary
data collected from 65 customers, secondary data for this project was collected from various
sources like employees, website and company articles. Sample unit chosen were all the
customers who have purchased the products by looking at the add posted in QUIKR.com, the
sample size of 65 customers. convenience sampling is done for collecting of data from
customers. In this research the questionnaires have been solved by customer for conducting the
survey. Descriptive research is used where the fact finding investigation is done with a adequate
interpretation. Data is collected by one or more appropriate methods like mail questionnaire
telephonic survey and directly meeting the customer.
The major finding by verifying the solved questionnaires, It was found that most of the customer
(68%) are aware of the Quikr and its different product offerings, It was found that majority
(60%) of the customers perception towards the pricing policy of the company is reasonable.
Most of the customers (62%) agree that if they want to save money and time, they will happily
go for Quikr.com. It has been found that the OLX.com and Sulaka.com are biggest competitors
for Quikr.com.(60%) respondents of Quikr.com is most dependable & reliable brand for buying
local products or services than its competitors.
The major suggestions are Quikr.com should spend time and resources to improve its awareness
because still there is a scope for improvement. When people are highly aware of a brand it is
likely to considerate while making the purchase decision. They can concentrate on advertising
and other promotional strategies.The Brand performance can be improve by ensuring good
service level and assisting customer in posting ads for buying and selling. Brand personality is
not yet clear for quikr.com. They can spend resources in developing attitude of sincerity. The
company need to focus on the more to improve the efficiency of marketing team in Quikr.com
CHAPTER-1
INTRODUCTION
A study on measuring customer based brand equity of Quikr.com

1.INTRODUCTION ABOUT THE INTERNSHIP
The internship program is designed to provide students engaged in a field experience with an
opportunity to share their insight, to explore the links between students academic preparation
and their field work, and to assist participation in developing and carrying out the major research
project which will serve to culminate their internship experience.
An internship is a learning situation where the student has the opportunity to gain practical
experience. When placed in this situation, students expand their concepts of different
organizational structure and different working relationships within the workplace. In order to
obtain academic for the experience, the intern is required to complete an internship report as
described in section 2 below.
The intern is expected to provide information in the organization, in which he or she worked,
description of specific work completed, and specific sports and or recreation aspects relevant to
the assigned tasks. The report also provides information on your communication skills and
should indicate critical thinking skills. Since a major part of your experience should be related to
either sports or recreation, that should be demonstration in your report. Internship are
individualization and tailored to the needs and interests of each student in the program. As part
of the internship experience, students are expected to take an active role in finding an appropriate
internship for themselves.
1.1 TOPIC CHOSEN FOR THE STUDY:
THE STUDY ON MEASURING CUSTOMER BASED BRAND EQUITY OF QUIKR.com
1.2 NEED FOR THE STUDY
Brand equity is the added value that endowed to products and services. Companies invests large
amount of money on branding their products and services or companies. Good brand products &
services will be recognized quickly by the customers. Different customer will be having different
opinion about the products & services or companies. The customer awareness can be analyzed
through THE STUDY ON MEASURING CUSTOMER BASED BRAND EQUITY OF
QUIKR.com using customer based brand equity model as a base.
Reva Institute of Technology And Management
Page 1

1.3 OBJECTIVES OF THE STUDY
To Understand brand strength in order to support strategic decision-making.
To evaluate performance of brand management over time.

To evaluate Brand performance in respect with competitors.
To find out the brand personality as integrated part of brand equity.
To helps to know the loyalty status of the customers.
1.4 SCOPE OF THE STUDY
The scope of study is restricted to:
The study will only analysis the customer based brand equity in view of its
customer.
This study will use Keller's Customer based brand equity Model to generalize the
result in the area of Bangalore only.
The sample unit is only customers of Quikr.com.
1.5 RESEARCH METHODOLOGY:

Data collection:
Data collection is a term used to describe a process of preparing and collecting data for
example as part of a process improvement or similar project. The purpose of data
collection is to obtain information to keep on record , to make decisions about important
issues , to pass information on to others . Primarily data is collected to provide
information regarding a a specific topic.
1. Primary data: field survey is to be conducted and primary data need to collect from
65 customers
2. Secondary data: secondary data required for the project was collected from various
sources like employees, website and company articles.
Page 2

Sampling technique:
Sampling unit: sample chosen were all the customers who have purchased the products
by looking at the add posted in QUIKR.com.
Sampling size: the sample size is expected to 65 customers.
Sampling method: convenience sampling is done for collecting of data from customers.
In this research the researcher has prepared questionnaires for conducting the survey.
Plan of analysis
The analysis is done on the basis of detailed questionnaire. Two types of analysis has
been done.
1. Coding and tabulation
2. Chart wise presentation
Coding and tabulation
Tabulation representation is the systematic representation of rows and column through
tables. A table makes the data more clear and it enables the reader to make quick
comparison.
Research type
Descriptive research is used where the fact finding investigation is done with a adequate
interpretation. Data is collected by one or more appropriate methods like mail
questionnaire, telephonic survey and directly meeting the customer.
Review of research articles:

Keller`s definition of Brand equity Brand equity is defined as the differential effect that
knowledge about the brand has on consumer response to the marketing of that brand
Professor Kevin keller
Page 3

1.6 REVIEW OF LITERATURE
Definitions and Dimensions of Customer-Based Brand Equity
There are two principal and distinct perspectives that have been taken by academics to study
brand equity financial and customer based. The first perspective of brand equity is from a
financial markets point of view where the asset value of a brand is appraised (Farquhar et al.
1991, Simon and Sullivan 1990). Customer-based brand equity is evaluating the consumers
response to a brand name (Keller 1993, Shocker et al. 1994).
Reviewing the current literature on brand equity, there is a plethora of brand equity definitions
and dimensions of the same. The following table illustrates the diversity of existing definitions
and concept of brand equity.
STUDY
DESCRIPTION OF THE STUDY
The Marketing
The set of associations and behavior on the part of the brands
Science Institute
consumers, channel members, and parent corporation that permits
(Leuthesser 1988)
the brand to earn greater volume or greater margins than it would

without the brand name and that gives the brand a strong,
sustainable, and differentiated advantage over competitors
Aaker (1991)
The value consumers associate with a brand, as reflected in the

dimensions of brand awareness, brand associations, perceived
quality ,brand loyalty and other proprietary brand asset.
Swaitet al (1993)
The consumers implicit valuation of the brand in a market with

differentiated brands relative to a market with no brand
differentiation. Brands act as a signal or cue regarding the nature of
product and service quality and reliability and image/status.
Kamakura &
Customer-based brand equity occurs when the consumer is familiar
Russell 1993
with the brand and holds some favorable, strong, and unique brand
(Lassar et al.1995)
associations in the memory.
Keller 1993
The differential effect of brand knowledge on consumer response to

the marketing of the brand. Brand knowledge is the full set of brand
associations linked to the brand in long-term consumer memory.
Page 4

Lassar et al.(1995)
The consumers perception of the overall superiority of a product

carrying that brand name when compared to other brands. Five
perceptual dimension of brand equity includes performance, social
image, value, trustworthiness and attachment.
Clearly, various researches in brand equity through the years result in all different kinds of
dimension of brand equity that can be linked to a brand. However, the common denominator in
all models is the utilization of one or more dimension of the Aaker model (Keller 1993;
Mutagenic and Shahrokhi 1998; Yoo and Donthu 2001; Bendixen et al. 2003; Kim et al. 2003).
Therefore, the consumer-based brand equity is an asset of four dimensions that are brand
awareness, brand associations, perceived quality and brand loyalty.
1.7 LIMITATION OF THE STUDY

1 .It is an academic study limited by time and money constraint.
2 .The survey will be conducted for only Bangalore district, due to time constrain and the result
may or may not be applied to other districts.
3. Result are based upon the data collected from customers through questionnaires.
4. The targeted was only on online people.
Page 5
CHAPTER-2
INDUSTRY AND COMPANY PROFILE

2 ORIGIN OF ONLINE MARKETING
When hotwired decided to make money from their website in 1994, they set in motion events
that would come back to haunt us all: the creation of banner ads
After that there is a long tale. Companies started to know the importance of internet, since it
was able to fulfill their basic and most important need MARKETING. They started publishing
ads on some popular sites. It resulted in growth providing an exact figure of customers viewed
the advertisement. They initially named it internet advertisement.
An Indian recognized the strength of emailing internet. Sabeer Bhatia launched hotmail in
1996. It was world`s first free emailed site. It gave every individual in the world a power to mail
with a speed million times faster than ever. Again companies got a way to establish a direct
contact to their customer. In very short periods of time Email marketing become a powerful tool
for their marketing purpose.
Then in 1998 came GOOGLE, a search engine designed to search website on user requests
through certain keywords. It was like an open and free advertising portal throwing out names of
website by millions of results. A worldwide war started among companies to pull them up in the
search list. They named it SEO Search Engine Optimization
Social media shifted the world towards a new era. Since 2004 world`s 600 million population
is sharing, liking and commenting on FACEBOOK. Brands also started creating account so that
users can like them resulting in brand awareness
In an era that now completely depends on internet, learning the way to use it becoming
essential.
Page 6

2.1 ONLINE MARKETING INDUSTRY:
Online marketing is the marketing of products or services over the internet & it ties together
creative and technical aspects of the internet, including design, development advertising and sale
Online marketing is used by companies selling goods & services directly to consumers as
well as to those who operate on a business to business model
Strategies and techniques applied on the internet to support an organization`s overall online
marketing objectives
2.2 MARKET GROWTH PROSPECT

Rapid employment growth is expected in web search portals and data processing, hosting and
related services, while employment in internet service providers is expected to decline. About a
third of all jobs are in computer occupation. About 46 percent of jobs are in California, texas,
fiorida, Virginia, new York and Georgia
Internet service provider, web search portals and data processing services are the backbone of
the internet and provide the infrastructure for it to operate smoothly, by processing and storing
data, and allowing people to access and sort these data, they facilitate the flow of information
that has become vital to the economy.
While ISP`s connect clients to the internet by routing data, the physical connecting that carry
the information to end users are often the wires or cables of telecommunication establishment.
Some web search portals also offer additional services, such as news, e-mail, maps, and local
business directions. The key distinction of web search portals is that the information is gathered
automatically from across the web, rather than manually edited and entered into a predetermined
directory.
Page 7

2.3 COMPANY PROFILE
INTRODUCTION
Quikr India is a community-based classifieds website that helps people find and sell products and
services across diverse categories. Quikr providing the local community with platform to help
them to buy, sell, rent and find something and addresses need across many categories. is
presently working 900 cities across India. Quikr is having over 12 categories and sub categories
is around 140 range. It enables people in the same city to meet trade, share ideas and help in
various areas.
Quikr India Private Limited operates as a community classifieds Website. It enables people in
the same city to meet, trade, share ideas, and help in various areas, such as household goods, cars
and bikes, services, real estate, jobs, and matrimonials. Quikr India Private Limited was formerly
known as Kijiji India Private Limited. The company was incorporated in 2005 and is based in
Mumbai, India. Quikr India Private Limited is a former subsidiary of eBay.
2.3 CURRENT TEAM\PROMOTER
Pranay Chulet
Founder & CEO
Anirudha Shanbhag
CTO
Page 8

Sumeer Goyal
Sudhir Tiwari
CTO
Senior Manager - Engineering
Aastha Agrawal
Abhishek Patodia
Assistant Manager Human Resources
Manager - Product Analytics
Atul Tewari
COD
Jatin Srivastava
Human Resources
Page 9
Offices/Locations (1)
HQ
1 Marol Bhavan
Makwana Road, Marol Andheri East
Mumbai, 400059
INDIA
Quikr India raises 6000000 in venture round
Quikr India raises 8000000 in venture round
CURRENT BUSINESS MODEL OF QUIKR:

Our revenue streams as of today are largely advertising based, and include both Text Ads
and Display Advertising. We are also going to be launching Paid Listings very soon these will
basically include optional payment that business and individuals can make in order to get more
visibility for their ads, thereby generating a higher number of responses for themselves. But we
will always continue to give our users the option of posting free ads. Our monetization strategy
has been developed with a backdrop of our community oriented principles, and any of our
current or future revenue streams will be structured in a way that ensures that we always take
good care of our community of users.
FUTURE GROWTH AND PLANNING OF QUIKR
Our strategy is to build a network of local community based websites across the country,
and we will be in over 50 of the top Indian cities within the next 3 months. We believe
growth will come for Quikr from both metros and the smaller cities, with the network effect
kicking in for each new city in a short amount of time after we launch in it. We cant ignore the
potential of the smaller cities they might be individually smaller than the metros, but in
aggregate, they offer an opportunity of a staggering magnitude.
Page 10

PROJECTION REGARDING ONLINE CLASSIFIED MARKET IN INDIA
To the contrary, I firmly believe that Online Classifieds is at a very early stage in India and
there is a lot of upside left. If you look at the need in the market v/s the number of people who
are using the digital classified platforms today, you can safely say we have not even scratched
the surface yet. Given the size of the opportunity, it is natural that it has attracted a few players,
but you see, an over, crowded market is very different from a market with noise. You have to
look at the market players in the context of their current standing, team, investors, strategy, and
execution. Anyone can put up a website, but as we all know, it takes a little more than that to
build a business
VISION, MISSION AND OBJECTIVES
2.4 VISION
To reach to the level of excellence and meet the requirement of customers.
2.5 MISSION
To overtake the competitors and capture the market and being monopoly in the existing market.
2.6 OBJECTIVES
To provide employment opportunity and make the right investment.
2.7 PRODUCTS AND SERVICES OF QUIKR
1 premium ads
2 banner ads
a) Home page master head
b) Home page classic banner ads
c) Search and browse top head
d) Search and browse classic
e) View ad page
We are SME partners for Google.. So we handle Google ads SME [small medium
enterprise]
Page 11

CATEGORIES AND SUB-CATEGORIES OF QUIKR
Sl.
no
1.
2.
Product
Images
Electronics &
Technology
Details
Camera Accessories
Cameras - Digicams
Computer Peripherals
Fax, EPABX, Office Equipment
Inverters, UPS & Generators
iPods, MP3 Players
Laptops - Desktops - Tablets
Music Systems - Home Theatre
Office Supplies
Security Equipment - Products
Tools - Machinery - Industrial
TV - DVD - Multimedia
Video Games - Consoles
Everything Else
Mobile Phones
Mobile Cell Phones
Mobile Accessories
Page 12

3.
Home & Lifestyle
Air Conditioners & Coolers
Antiques - Handicrafts
Baby - Infant Products
Bags - Luggage
Barter - Exchange
Books - Magazines
Clothing - Garments
Coins - Stamps
Collectibles
Discounted - Sale Items
Fashion Accessories
Gifts - Stationary
Health - Beauty Products
Home - Kitchen Appliances
Home - Office Furniture
Home Decor - Furnishings
Household
Jewellery
Music - Movies
Musical Instruments
Paintings
Sport - Fitness Equipment
Toys - Games
Watches Wholesale
- Bulk
4.
Entertainment
Acting - Modeling Roles
Acting Schools
Actor - Model Portfolios
Art Directors - Editors
Fashion Designers - Stylists
Make Up - Hair
Modeling Agencies
Musicians
Page 13
5.
6.
Jobs
Services
Photographers - Cameraman
Script Writers
Set Designers
Sound Engineers
Studios - Locations for hire
Other Entertainment
Create Free Resume
Freelancers
Full Time Jobs
Non-Profit NGOs
Part Time Jobs
Summer Trainees - Interns
Work From Home
Other Jobs
Advertising - Design
Airline - Train - Bus Tickets
Astrology - Numerology
Baby Sitters - Nanny
Business Offers
Car Rentals - Taxi Services
Carpenters - Upholstery
Catering -Tiffin Services
Computer - Web Services
Cooks
Courier Services
Doctors
Drivers
DTH & Set Top Boxes
Electronics - Appliances
Repair
Event -Party Planners - DJ
Page 14
Health - Fitness
Hotels - Resorts
Household Repairs Renovation
Interior Designers - Architects
Investment - Financial
Planning
Lawyers - Advocates
Loans - Insurance
Maids & Housekeeping
Movers & Packers
Parlours and Salons
Placement - Recruitment
Agencies
Plumbers - Electricians
Restaurants - Coffee Shops
Retail
Taxation - Audit
Travel Agents
Vaastu/Vacation - Tour
Packages
Page 15

7. Pets & Pet Care
8.
Real Estate
Pet Adoption
Pet Care - Accessories
Pet Clinics
Pet Foods
Pet Training & Grooming
Pets
Apartments - For Sale
Apartments - Rent - Lease
Commercial Property for Sale
Flat mates
Land - Plot For Sale
Office-Commercial For Rent Lease
Paying Guest - Hostel
Service Apartments
Vacation Rentals - Timeshare
Villas/Bungalows for Rent
Villas/Bungalows for Sale
Page 16

9. Cars & Bikes
Bicycles
Buses - Trucks - Commercial

Vehicles
10. Education &

Learning
Cars
Construction Vehicles
Driving Schools
Motor Service - Repair
Motorcycles
Scooters
Spare Parts - Accessories
SUVs & Vans
Other Vehicles
Career Counseling
Coaching & Tuitions
Dance - Music Classes
Distance Learning Courses
Hobby Classes
Play Schools - Creche
Professional & Short Term

Courses
Text books & Study Material
Workshops
Page 17

11. Community
.
Announcements
Car Pool - Bike Ride
Charity - Donate - NGO
Lost - Found
Tender Notices
12. Events
13.
Matrimonial
Dance - Music Concerts
Exhibitions - Trade Fairs
Festivals
Theatre - Plays - Movies
Workshops - Seminars
Brides
Grooms
Wedding Planner
Page 18

2.8AREAS OF OPERATION:
Quikr is operating across 10 major cities in India.
Branches of the company:
1.Ahmedabad
2.Bangalore
3.Chennai
4.Gurgaon
5.Hyderabad
6.Jaipur
7.Kolkata
8.Mumbai
9.New Delhi
10.Pune
Page 19

2.9 ONLINE MARKETING INFRASTRUCTURE:
Direct
Marketing
Infrastructure
Production
Market
Inputs
Information
and
Market
Informatio
Services
support
Infrastructu
online
Marketing
Infrastructure
Functional
Market
Infrastruct
Common
ure
Facilities
INFRASTRUCTURE FACILITIES:Quikr has well equipped office all over the country. Head office for India operation is located
in Mumbai. Every office is well equipped with computer system and good working environment.
Page 20

QUIKR LOGO
2.10 COMPITATORS INFORMATION:

1. OLX.in
OLX provides online classified in many versions, including those for India, Spain, Portugal,
Mexico, and South America. Fabric Grinda and oxenford founded OLX because they wanted to
improve on the offering of cralgslist. They found that people were frustrated that you could not
search at a global level, embed videos and post in different languages.OLX has a FACEbook
application and mobile products, and it also runs classified for other companies like friendster
and Fotolog. As of early 2008 ,OLX was most popular in Spain and Latin America. In august
2009 OLX announced a partnership with social networking site.
2. CLICKINDIA.com
Click India is free classified site to post ads to buy sell products and services online. Post free
classified for sale, purchase, rental and services related to jobs, real estates, education,
automotive, pets, travel, matrimonial, electronics, home appliances, health, machines etc. find
local classified advertisement ads for used and new products at best price in India.
Page 21

3. CLICK.in
Click.in-keep scoring is a young mobile technology company that has created a first-of-itskind network for people to discover who they click with. We have created a unique social
currency that enables our users to freely express themselves with their existing partners or even
those that they can find on the network.
click.in has partnered with source fuse technologies, a leading technology solution provider
with multiple officers across the United States and India and we are now looking for a CTO to
head and drive technology.
4. LOCANTO.in
Locanto offers free user-to-user classified ads in all major cities in India. You can post an ad at
no cost and browse through the huge selection of free classifieds on Locanto
LOCALLY:
Many things in life work best locally. For example, if you are searching online for a used car or a
part time job, local solutions are often the best solutions. This is why Locanto free classifieds
offers a local marketplace in your own community
NATIONAL WIDE:
Locantos nationwide search allows you to easily and quickly travel throughout the country on
your computer to take advantage of the free classifieds opportunities that you want, where you
want, in all of our categories
5. INDIALIST.com
Indialist.com is an online market place for buyers and sellers, providing an excellent platform for
both to connect. The site is the perfect place to advertise listening of every kind. From real
estates, jobs, automobiles, electronics, computers, to health, marriage, food, apparels, household
products etc. you can find just about anything on the site. It has a comprehensive, yet userfriendly design facilitating easy & effective navigation.
Page 22

OTHER MAIN COMPITATORS INCLUDES
1.Sulaka.com
2 Adoos.in
3 Khojile.in
4 E bayclassifieds.com
5 classifiedsgaints.com
6 Usfreeads.com
7 Backpage.com
8 Gurntree.com
2.11 FUTURE PROSPECT OF QUIKR.COM

Quikr listings now to be shown on Junglee.com
Junglee.com, a comparison-shopping website, has announced a strategic partnership with
Quikr.com, one of Indias leading classifieds website, today with the partnership, those surfing
Junglee.com can compare prices of new products across hundreds of online shopping sites and
also find locally available pre-owned products listed on Quikr, alongside new products,
Junglee.com said in a press statement. Under the section titled, Related Product Listings on the
product pages of Junglee.com, consumers will be able to view relevant classifieds for other
similar pre-owned products, based on the their location, all in the same section. Quikr, which has
Page 23

been advertising heavily, seemingly now has an upper hand over other second-hand
marketplaces such as OLX, Second Hand Mall, etc.
Being one of the most popular product categories searched by consumers on both the site and
on Quikr, the new feature has been introduced for the consumer electronics category,
Junglee.com said
Customers across 10 major Indian cities (Ahmedabad, Bangalore, Chennai, Gurgaon,
Hyderabad, Jaipur, Kolkata, Mumbai, New Delhi, Pune) will be able to view this feature from
today onwards. Junglee.com says it is planning to expand the coverage of categories and cities in
the near future.
2.12 SWOT ANALYSIS

SWOT analysis is a strategic planning method used to evaluate the strengths, weakness,
opportunities and threats involved in a project or in a business venture . It involves specifying the
objective of the business venture or project and identifying the internal and external factors that
are favorable and unfavorable to achieve that objective. The technique is credited to Albert
Humphrey, who led a convention at Stanford university in the 1960s and 1970s using data from
fortune 500 companies.
Page 24
STRENGHTS
OPPURTUNITY
WEEKNESS
THREATS
Quikr.com is Indias leading horizontal classifieds company

Formally known as kijiji.com, it rebranded itself in july 2008
Currently has 160 categories over 83 cities across the country
Quikr provides the local community in every city a platform where consumers can buy,
sell, rent, find something and address a need while doing so ,in over 150 categories
Page 25

Strengths of Quikr.com
Among worlds top 250 private companies
Over seven million users every month
Offers faster and better and cheaper online visibility
Proper feedback and customer loyalty
Unique products
Innovative culture
Well managed Supply chain management
Weakness of Quikr.com
Weak R&D
Huge advertisements cost
Not appropriates customer services.
Lack in Brand image
Opportunities of Quikr.com
Changing customer attitude for shopping
Entering in international market can become global
start own online store with existing business line
Coinage[innovation] market can be easily expand by increasing their products
categories using better services and products mix
Threats of Quikr.com
Recession decreasing the number of potential customers
International competition & substitute products like OLX , AMAZON & EBAY
Changing in tastes consumers can change their tastes vary quickly
Political and government risks.
Page 26

2.13 FINANCIAL STATEMENT
Page 27
CHAPTER-3
THEORITICAL BACKGROUND OF THE
STUDY
3.1 THEORETICAL BACKGROUND OF THE STUDY:

BRAND
According to American Marketing Association,
Brand is the name, term, sign, symbol, or design, or a combination of them which is intended to
identify the goods or services of one seller or a group of sellers and to differentiate them from
those of competitors
In general BRAND is a emotional association with its products and services which builds
image in the minds of customer. A brand is well-known and associated with high-satisfaction
levels provides an improved image and added value to the product.
GENERAL INTRODUCTION:
BRAND EQUITY
Brand equity is the financial value of a brand which provides capital/value to products and
services. Developed brand assets in the past, enable the brand to leverage its strength and
delivers future value to the brand. Hence, brand equity plays a bridging role where it connects
the past to the future. The purpose of brand equity is to measure the value of a brand. The brand
encompasses the name, logo, image and perceptions that identify a product, service, provider in
the minds of the customers. It takes shape in advertising, packaging and other marketing
communications, and becomes a focus of the relationship with consumers. When consumers trust
a brand and find it relevant, they may select the offerings associated with that brand over those of
competitors, even at a premium price. When a brands promise extends beyond a particular
product, its owner may leverage it to newer markets. For, all these reasons, a brand can hold
tremendous value, known as brand equity.
Page 28

MEANING OF BRAND EQUITY
Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined
as the differential impact of brand knowledge on consumers response to the Brand
Marketing. Brand Equity exists as a function of consumer choice in the market place. The
concept of Brand Equity comes into existence when consumer makes a choice of a product or a
service. It occurs when the consumer is familiar with the brand and holds some favorable
positive strong and distinctive brand associations in the memory.
Brand Equity is a set of brand assets and liabilities linked to a brand , its name and symbol that
add or subtract from the value provided by a product or service to the firms customers. Brand
Equity, simply, means - the value of the brand.
DEFINITION OF BRAND EQUITY

ACCORDING TO KELLER, Brand equity is defined in terms of marketing effects uniquely
attributable to the brands.
Brand
Equity
Brand
image/
Association
Brand
Awareness
Brand
Recall
Brand
Recogniti
on
Strength
Favorable
uniqueness
Page 29

SIGNIFICANCE OF BRAND EQUITY
Significance to customers:
Brand equity assets can enhance or decrease value for the customers. A brand`s equity is
valuable to customers because:
1. It helps customers in providing information processing.
2. A brand`s assets enhance customer confidence in the purchase decision.
3. The final value to the customer comes in the form of usage satisfaction.
Significance to marketer:
1. The effectiveness and efficiency of marketing programs is increased by brand equity assets.
2. Brand equity allows a firm to charge premium.
3. Brand equity dimensions allow a firm to have greater customer loyalty.
4. Brand equity provides great opportunities for growth.
5. Brand equity is an implicit assurance of success.
6. Brand equity is a provider of competitive advantage.
SOURCES OF BRAND EQUITY:

The sources of brand equity typically are either financial, brand extensions or consumerbased perceptions. Identifying and measuring brand equity allows for better income and cash
flows or converting the brand equity into goodwill. Goodwill is an asset that a company reports
on its balance sheet, often when purchasing another business.
Financial sources of brand equity attempt to determine a product's price premium over other
products. For example, a consumer might prefer to purchase a name-brand electronic item. Even
though this item costs more money than an acceptable generic product, brand equity indicates
Page 30

that a consumer will pay the higher price for the name-brand product. This equity comes from
the business ability to promote its products over others in the market. Measuring brand equity
often comes from looking at the money spent to achieve these consumer purchases.
Brand extensions are other sources of brand equity. To achieve this type of brand equity, a
company usually must establish a financial brand equity source. After a company establishes
financial brand equity, it can use brand extensions when placing new products into the market.
For example, a company that sells hair dryers and experiences financial brand equity might also
want to begin selling curling irons. Brand extension equity indicates that the curling irons should
sell as well as the hair dryers because of the companys brand equity.
Consumer-based sources of brand equity are the final category. This brand equity type is
often the hardest one to measure appropriately. Consumers might have feelings, beliefs or other
intangible attitudes toward a product. No matter what products are available, consumers will
often tend to purchase a specific brand. Strong brand equity often leads to brand loyalty, which
means that a company will purchase just about any good from a certain company.
Page 31

3.2 KELLER`S MODEL OF BRAND EQUITY:
Page 32
BRAND SALIENCE:
Brand Salience: it measures awareness of brand.
Depth of brand awareness
Ease of recognition and recall
Strength and clarity of category membership
Breadth of brand awareness
Purchase consideration
Consumption consideration
The brand must not only be top-of-mind and have sufficient mind share, but it must
also do so at the right times and places.
Page 33
BRAND PERFORMANCE
Brand Performance: it is all about how well the product or service meets customer's more
functional need.
It is often judge on these parameter:
Primary characteristics and supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
BRAND IMAGERY:
Brand Imagery: it is brand attempt to meet customers psychological or social need.
It comes in the form intangible aspects.

Imagery Dimensions
User profiles
Demographic and psychographic characteristics
Actual or inspirational
Group perceptionspopularity
Purchase and usage situations
Type of channel, specific stores, ease of purchase
Time (day, week, month, year, etc.), location, and context of usage
Page 34
Personality and values
Sincerity, excitement, competence, sophistication, and ruggedness
History, heritage, and experiences
Nostalgia
Memories
BRAND JUDGMENT:
Brand Judgment are customers personal opinions about and evaluation of the brand, which
consumer form by putting together all the different brand performance and imagery associations
Judgment Dimensions
Brand quality
Value
Satisfaction
Brand credibility
Expertise
Trustworthiness
Likeability
Brand consideration
Relevance
Brand superiority
Differentiation
Page 35

BRAND FEELING:
Brand feeling are customers emotional response and reaction to the brand.
Feeling Dimensions:
Warmth
Fun
Excitement
Security
Social Approval
Self-respect
BRAND RESONANCE:
Brand Resonance describes the nature of relationship and the extent to which customer
feel bounded.
Resonance Dimensions
Behavioral loyalty
Frequency and amount of repeat purchases
Attitudinal attachment
Love brand (favorite possessions; a little pleasure)
Proud of brand
Sense of community
Kinship
Affiliation
Page 36
Active engagement
Seek information
Join club
Visit website, chat rooms..
Page 37
CHAPTER-4
ANALYSIS AND INTERPRETATIONS

4.ANALYSIS AND INTERPRETATION
4.1 The Product category, purchased by respondents on Quikr.com.
mobile phones
services
education & learning
electronic & technology
pets & pet care
community
home & lifestyles
real estates
events
entertainment
cars & bikes
matrimonial
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
5
8
9
14
8
12
15
23
2
3
0
0
2
3
15
23
2
3
1
2
6
9
0
0
Analysis
The above chart shows the category that the respondents have used from Quikr.com 23% have
used real estate, 23% have used electronic & technology, 14% have used services and 12% have
used education & learning.
Page 38
categories that respondents used

Series1
23
8
14
23
12
3
9
2
Interpretation
Most of the respondents used the quikr.com for real estates and electronic and technology
products which is followed by different services, cars and mobile phone.
Page 39

4.2.1. Brand Silence
Strongly
Disagree Neutral
Disagree
no. % no. % no. %
2.1 Awareness about
Quikr.com
2.2 First Preference for
posting classification.
2.3 No consideration for
other brands in front of
Quikr.com.
Agree
no. %
Strongly
Agree
no. %
14
22
44
68
14
22
37
57
14
11
18
28
25
38
14
22
Analysis:
The above chart shows that awareness level of Quikr.com is 73%, 22% are neutral about this,
and 6% respondents disagree. Further, 71% told that Quikr.com is there first preference for
posting ads, 22% are neutral and 8% disagree. 60% agrees that they will not consider any brand
in front of Quikr.com, but 28% neutral and 13% are disagreeing.
Brand salience of Quikr.com

Strong Disagree %
Disagree %
Neutral %
2.3 no consideration for other brands in front of 2.00

11.00
Quikr.com
2.2 first preference for posting classification
Agree %
28.00
08.00 21.00
3.00 22.00
2.1 Awareness about Quikr.com. 2.00
Strongly Agree %
37.00
57.00
68.00
22.00
14.00
5.00
Page 40

Interpretation
The brand salience of Quikr.com is fairly well. Customers are aware about it and consider the
brand over other. But still there are requirement of increasing brand awareness.
4.2.2. Brand Performance of Quikr.com.

Strongly
disagree
Disagree
No.
No.
No.
Likelihood that Quikr

products are durable and
perform well is very high.
2.8 Quikr.com is reasonably
priced.
2.9 Quikr. Com has a userfriendly website.
2.4 Dependable brand for

buying local product or
services.
2.5 Likelihood that
classification on Quikr.com
is reliable is very high.
2.6 Quikr.com is consistent in
the quality it offers.
2.7
2.10 Searching product on

Quikr.com is easy.
Neutral
Agree
Strongly
agree
No.
No.
20
31
33
51
22
34
31
48
13
20
35
54
14
21
10
16
25
36
56
16
25
39
60
18
28
37
57
11
19
30
30
47
13
18
Analysis
The above chart explains that 51% of respondents agree that Quikr.com is a dependable brand
for buying local products or services, 31% are neutral, 14% strongly agree and 3% respondents
disagree.48% agreed likelihood that classification on Quikr.com is reliable is very high,7% will
strongly agree, 34% are neutral and 8% disagree.54% agree Quikr.com is consistent in the
quality it offers, 21% will strongly agree ,20% are neutral and 5% respondents disagree. 56%
agree that likelihood that Quikr.com products are durable and perform well is very high, 25% are
Page 41

neutral and 5% respondents disagree. 60% agree that Quikr.com is reasonably priced, 6% will
strongly agree, 25% are neutral and 5% will disagree. 57% of respondents agree that Quikr.com
has a user-friendly websites, 11% will strongly agree, 28% are neutral and 4% disagree. 47% of
respondents agree that searching products on quikr.com is easy, 18% strongly agree, 30% are
neutral and 5% respondents will disagree.
Brand Performance of Quikr.com.

Strong Disagree %
Disagree %
2.10 Searching product on Quikr.com is easy.

2.9 Quikr. Com has a user-friendly website.
Neutral %
Agree %
55.00 30.00
44.00 28.00
5.00 25.00
2.8 Quikr.com is reasonably priced. 3.00
2.7 likelihood that Quikr products are durable and 10.00
0
25.00
perform well is very high.
00
2.6 Quikr.com is consistent in the quality it offers. 5.00
2.5 likelihood that classification on Quikr.com is
reliable is very high.
38.00
54.00
34.00
2.4 dependable brand for buying local product or 1.00

3.00 31.00
services.
Strongly Agree %
40.00
53.00
20
11.00
60
8.00
56.00
9.00
21.00
48.00
51.00
10.00
14.00
Interpretation
The Brand Performance of Quikr.com is quite fine. Most of the Consumers are depending for
buying local brands, the classification in Quikr is reliable, good and consistent quality it offers, it
is durable and preferred, reasonably priced, user- friendly website and searching products is easy
in Quikr.com
Page 42

4.2.3. Brand Imagery of Quikr.com.
Strongly
disagree
Disagree
Neutral
Agree
no %
no
no %
no
9 14
22
30
Strongly
agree
%
46
no
15
%
23
2.11 Quikr.com values its

customers privacy.
2.12 Quikr.com is a company, who
understand young customer
needs.
2.13 Quikr.com sells second hand
products.
18 28
36
55
10
15
11 17
36
55
10
15
2.14 When customer wants to save

money and time, they will
happily go for quikr.com.
2.15 When customer uses a brand,
they give high consideration
to its history and heritage.
12 18
40
62
12
17 26
39
60
Analysis
The above chart shows that Brand Imagery of Quikr.com is shown which indicates 46% of
respondents agree that Quikr.com values its customers privacy, 23% will strongly agree, 22% are
neutral and 9% of respondents disagree. Further, 55% of told that Quikr.com, understands young
customers needs, 15% will strongly agree, 28% are neutral and 2% will disagree. 55% of
customers told that Quikr.com sell second hand products, 18% strongly agree, 17% are neutral
about this and 9% of respondents disagree. 62% of respondents agree that if they want to save
money and time, they will happily go for Quikr.com, 12% will strongly agree, 18% are neutral
and 8% say that they will disagree. 60% of customers agreed that when they this brand, they give
high consideration to its history and heritage, 9% will strongly agree, 26% are neutral and 5% of
respondents will disagree.
Page 43
Brand Imagery of Quikr.com

Strong Disagree %
Disagree %
Neutral %
2.15 ,when customer use brand give high consideration 5.00

0
Agree %
Strongly Agree %
26.00
60
9.00
2.14 when customer want to save money use 8.000

0
18.000
Quikr.com .
62.000
12.000
2.13 Quikr.com sells second hand products.
19.00 17.00
0
2.12 Quikr.com understand young customer needs. 2.00
.
Quikr.com values its customers privacy. 09.00
28.00
22.00
55.00
55.00
46.00
18.00
15.00
23.00
Interpretation
The brand Imagery looks like fine, most of the customers agree that Quikr.com values its
customer privacy, it understand young customer needs and to save money they will use
Quikr.com. But most of the respondents also says that it sale second hand product which may
give a low standard feeling
Page 44

4.2.4. Consumer Brand feeling of Quikr.com.
Strongly
disagree
disagree
neutral
agree
Strongly
agree
no
no
no
no
no
2.16 Quikr.com is trustworthy.
17
26
39
55
2.17 Quikr.com is socially

responsible brand.
11
18
28
31
47
14
2.18 Customer have bond with

Quikr.com
10
10
18
28
37
50
2.19 Quikr.com is an important

part of customer life.
12
15
24
35
35
40
2.20 Customers feel they part of

Quikr.com.
33
45
21
34
Analysis
The chart explains that consumers relationship of Quikr.com. Here, 55% customers agree that
they feel Quikr.com is trustworthy, 9% will strongly agree, 26% are neutral and 5% of
respondents disagree. 47% of respondents agree that Quikr.com is a socially responsible brand,
14% will strongly agree, 28% are neutral about this and 11% customers disagree.
50% of
customers agree that they feel they have a bond with Quikr.com,2% will strongly agree, 28% are
neutral about this and 10% will disagree, 10% strongly disagree.40% of respondents agree that
Quikr.com is an important part of their life, 3% will strongly agree, 35% are neutral and 15%
customers disagree, 7% strongly disagree.34% of customers feel that they are part of Quikr.com,
4% will strongly agree, 45% are neutral and 9% respondents disagree and 8% strongly disagree.
Page 45
Customer feeling about Quikr.com

0 Strong Disagree %
0 Disagree %
0 Neutral %
0 Agree %
8 9.00
45.00
2.19 Quikr.com is a important part of my life.
7.00 15.00
35.00
2.18 customers feel they have bond with Quikr.com
10 10.00
2.2 customer feel that they are part of Quikr.com.
2.17 Quikr is a socially responsible brand.
011.00
2.16 Quikr.com is trustworthy.
55.00
34.00
40.00
28.00
28.00
26.00
0 Strongly Agree %
50.00
47.00
55
4.00
3.00
2.00
14.00
9.00
Interpretation
Brand Resonance explains the consumers relationship with the brand Quikr.com. Customers feel
that Quikr.com is trustworthy, it is socially responsible brand, customer have a bond with
quikr.com, Quikr.com is a important part of their life and customer feel that they are part of
Quikr.com.
Page 46

4.3 According to you, which of these brands are biggest competitors for Quikr.com.
Biggest competitors for Quikr.com.

olx.in
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
clickindia.com
sulaka.com
click.in
Locanto
adoos.in
Indialist.com
khojile.in
Others
46
71
0
0
19
29
0
0
0
0
0
0
0
0
0
0
0
0
Analysis
The above charts explain that the OLX.com and Sulaka.com are biggest competitors for
Quikr.com.
Chart Title
olx.in %
clickindia.com %
sulaka.com %
click.in %
adoos.in %
Indialist.com %
khojile.in %
others %
3. According to you, which of these brands are

biggest competitors for quikr.com
71
locanto %
101
29
101010101010
Page 47

Interpretation
Most of respondents feel that OLX.com is the biggest competitors.
4.4 Consumers Judgment about Quikr as brand against competitors.

Strongly
disagree
disagree
neutral
agree
Strongly
agree
no
no
No
no
no
4.1 Quikr.com offerings superior

than its competitors
28
43
29
45
4.2 Quikr.com is the first choice

for posting classification
better than its competitors
4.3 If Quikr.com is not available
customer wouldn`t post ads
18
30
34
51
11
32
49
29
45
4.4 Quikr.com is most

dependable & reliable brand
for local products
23
36
39
60
Analysis
The chart explains that the consumer feeling of Quikr.com against its biggest competitors. 45%
agree that Quikr.com offerings superior than its competitors, 7% strongly agree, 43% are neutral
and 5% of customers disagree. 51% agree that Quikr.com would be their first choice for posting
their ads, 11% strongly agree, 30% are neutral about this and 9% respondents disagree.45% of
customers feel that it would make a good impression on other people, if they post a add on
Quikr.com, 3% strongly agree, 49% are neutral and 3% disagree. 60% respondents of Quikr.com
is most dependable & reliable brand for buying local products or services than its competitors,
3% strongly disagree, 36% are neutral and 2% customers disagree.
Page 48
Consumer Judgement of Quikr.com

Strong Disagree %
Disagree %
Neutral %
Agree %
4.4 Quikr.com is most dependable & reliable brand 2.00

0
36.00
for local products
4.3 If Quikr.com is not available customer wouldn`t 3.00
0
post ads
4.2 Quikr.com is the first choice for posting
classification better than its competitors
4.1 Quikr.com offerings superior than its
competitors.
49.00
09.00
36.00
5.00
0
43.00
Strongly Agree %
60
45.00
45.00
45.00
3.00
3.00
10.00
7.00
Interpretation
Customers feel that Quikr.com offers superior than its competitors, it is the first choice for
posting classified better than its competitors, if Quikr,com is not available they will not post ads
and it is most dependable and reliable.
Page 49

4.5 If Quikr.com would be a person, the personality trait chosen by respondent.
Sincere
Daring & up to date
Dependable & reliable
Glamorous & charming
Tough & strong
No.
%
No.
%
No.
%
No.
%
No.
%
12
18
17
26
21
32
13
20
2
4
Analysis
The above diagram explains brand imagery of Quikr.com.32% feel that Quikr.com is dependable
& reliable, 26% feel daring & up to date, 20% feel that glamorous & charming, 18% feel it`s
sincere, and 4% feel it`s tough & strong.
Brand Personality of Quikr.com

Sincere %
Daring & up to date %
Glamorous & charming %
Tough & strong %
5 If Quikr.com would be a person, the personality

trait chosen by respondent
18
Dependable & reliable %
26
32
20
Page 50

Interpretation
Brand personality is difficult to measure but still most of the customers feel it is dependable &
reliable and daring and up to date. May be after growing years of its inception it may be more
clear.
4.6 Your age is?
Age of respondent
19-29
30-39
40-49
50-59
60+
No.
%
No.
%
No.
%
No.
%
No.
%
24
38
24
38
11
15
6
9
0
0
Analysis
The above chart shows that 38% of customers are in the age group between 19-29, 38% are in
age group between 30-39, 15% are in age group of 40-49 and 9% are in age group of
50-59.
Page 51
Age group of customers

19-29 %
6 Your age is
30-39 %
40-49 %
38
50-59 %
38
60 %
15
9 0
Interpretation
Most of the respondents are in age group of 19-29 years of age.
4.7 Gender of Quikr.com customer.

7 Your gender is
Male
Female
No.
%
No.
%
57
88
8
12
Analysis
The above chart explain the gender, 88% are male and 12% are female respondents.
Page 52
Gender of the respondents

Male %
7 Your gender is
Female %
88
1 12
Interpretation
Most of the respondents are male customers.
4.8 What is the highest level of education you have recieeved?
8. Education level of customer
less than high school

high school
graduate
post graduate
even higher
No.
%
No.
%
No.
%
No.
%
No.
%
0
0
12
18
40
62
13
20
0
0
Analysis
Page 53

The above chart explains that the education level of customers. 62% of customers are graduate,
20% are post graduate and 18% are high school
Education level of customer

less than high school %
high school %
post graduate %
even higher %
8 Education level of customer.
0 18
graduate %
62
20
Interpretation
Most of the respondents education level is graduation.
4.9 Occupation of the respondents.

Student
House Wife
Service
Government Employee
Self-employed
Others
No.
%
No.
%
No.
%
No.
%
No.
%
No.
%
13
20
7
11
8
12
2
3
18
28
17
26
Analysis
Page 54

The chart explain that the occupation of customers. 28% are self-employed, 26% are others, 20%
are students, 12% are services, 11% are housewives and 3% are government employees.
occupation of the customers

Student %
House Wife %
Service %
Government Employee %
Self-employed %
others %
occupation of the respondents
20
11
12 3
28
26
Interpretation
Occupation of the most of the respondents is self employed and other type occupation.
Page 55
CHAPTER-5
SUMMARY OF FINDINGS,CONCLUSIONS,
AND SUGGESTIONS

5. FINDINGS
After conducting the analysis of data collected from the 65 respondents, the following
findings are drawn with reference to the response given by customers.
It was found that most of the people (68%) are aware of of the Quikr and its different
product offerings.
It is found that most of the customers (57%) would be there first choice for posting there
classification ads.
It was found that most of the customers (37%) will not go to other brands if Quikr is
available.
It is found that most of the respondents (51%) is considering Quikr is a dependable brand
for buying local products or services.
It is found that most of the respondents (48%) likelihood that classification on Quikr
reliable is very high.
It is found that ( 54%) of respondents agree Quikr.com is consistent in the quality it
offers.
It was found that most of the respondents (56%) likelihood that quikr products are
durable and perform well is very high.
It was found that majority (60%) of the customers perception towards the pricing policy
of the company is reasonable.
It was found that majority (57%) of the customers feel that Quikr is a user friendly
website.
Most of the people (47%) feel easy in searching product on Quikr.com.
It is found that (46%) of the customers privacy values by Quikr.
It is found that majority (55%) of the respondents have agreed that Quikr is a company
who understand young customer needs
It is found that ( 55%) of customers told that Quikr.com sell second hand products.
Most of the customers (62%) agree that if they want to save money and time, they will
happily go for Quikr.com
It is found that most of the customers (60%) give high consideration to its history and
heritage while using a brand.
Page 56

It is found that majority (55%) of the respondents feel that Quikr.com is trutworthy.
It was found that most of the customers (47%) consider Quikr as a socially responsible
brand.
It was found that majority (50%) of the respondent have a bond with Quikr.
Most of the people (40%) using Quikr.com is an important part of there life
It was found that most of the respondents(34%) feel that they are the part of Quikr.
It has been found that the OLX.com and Sulaka.com are biggest competitors for
Quikr.com.
Most of the customers(45% )agree that Quikr.com offerings superior than its competitors
It has been found that (51%) agree that Quikr.com would be their first choice for posting
their ads.
45% of customers feel that it would make a good impression on other people, if they post
a add on Quikr.com
. 60% respondents of Quikr.com is most dependable & reliable brand for buying local
products or services than its competitors,
Page 57

5.1 SUGGESTIONS
Brand equity is a complex and multi-faceted concept and, as such, it needs to be captured
through a set of measures rather than a single measure. Understanding brand equity is about
understanding customer value within a particular situational context and level of co-producing
value. It is therefore important for brand managers and market researchers to know how their
brand contributes to the overall product experience.
1. Quikr.com should spend time and resources to improve its awareness because still
there is a scope for improvement. When people are highly aware of a brand it is likely to
considerate while making the purchase decision. They can concentrate on advertising and
other promotional strategies.
2. The Brand performance can be improve by ensuring good service level and assisting
customer in posting ads for buying and selling.
3. Brand personality is not yet clear for quikr.com. They can spend resources in
developing attitude of sincerity.
4. A brand equity monitor should incorporate form this early stage only. Brand equity
monitor systems should consist of perceptual and motivational factors which can be
modeled against consequential behavioral (e.g. purchase regency/frequency) measures.
5.The company need to focus on the more to improve the efficiency of marketing team in
Quikr.com
Page 58

5.2 CONCLUSION:
This project was conducted in Bangalore. The project title is the study on measuring
customer based brand equity in Quikr. It was an attempt to study and measure the brand equity
of the company. A research was conducted and some findings and suggestions are made with the
research. The project study has tried to find out the areas where company need to make
improvement.
Brand equity can be measured indirectly, by measuring the potential sources of brand
equity in terms of consumer brand knowledge, and directly, by measuring the different possible
outcomes or manifestations of brand equity in terms of differential effects of marketing activity.
Measuring sources of brand equity involves profiling consumer knowledge structures. There are
many different ways to assess consumer knowledge and thus potential sources of brand equity.
Although it is particularly important to capture the breadth and depth of BRAND SALIENCE,
BRAND PERFORMANCE, BRAND IMAGERY, CONSUMER JUDGEMENT, CONSUMER
FEELING AND CONSUMER BRAND RESONANCE.
Page 59

BIBLIOGRAPHY
LIST OF BOOKS:
1. Kothari C.R, Research methodology , New Age International (p) Ltd, 2nd Edition
2. Rajan Saxena, Marketing management, Tata McGraw-hill publishing company Ltd, 3rd
Edition
3. Philip Kotlar and Kevin lane Keller, Marketing Management, prentice Hall of India (P)
Ltd,13th Edition.
4. Brand management Harish V Verma,
WEBSITES:
www.managementparadise.com
www.scribd.com
www.wikipedia.com
www.google.com
www.quikr.com
LIST OF NEWSPAPERS:
Times of India
Economic Times
OTHERS:
Company manual
Customers
Page 60
Annexture-1
A STUDY OF MEASURING OF CUSTOMER BASED BRAND EQUITY OF
QUIKR.COM
Dear Sir/Madam,
I MBA student of Reva Institute of Technology and Management. I appeal to you for
completing this survey in order to conduct my project of MEASURING OF BRAND EQUITY
OF QUIKR.com
The survey is anonymous and your answers will be used for research and analysis purpose only,
to make it as easy as possible. All question in this survey can be answered with the just tick the
relevant answers. I highly appreciate your participation and time.
All answers of yours will be highly confidential and your anonymity is highly respected.
Thank you very much
Varun.C
PLEASE TICK THE ANSWERS THAT RIGHT EXPRESSESS YOUR FEELING ON

THE BRAND EQUITY OF QUIKR
1. Do you know about Quikr.com?
Yes/ No
1.1 Please specify the category, you have used from Quikr.com.
Mobile Phones
Services
Education & Learning
Electronics &
Pets & Pet Care
Community
Technology
Home & Lifestyle
Real Estate
Events
Entertainment
Cars & Bikes
Matrimonial
Page 61

2. To what extent do you agree with the following statements?
Sl.
Statement
Strongly
No
2.1
Disagree Neutral
Agree Strongly
Disagree
I am aware of Quikr.com and its different
Agree
2
product offerings.
2.2
Quikr.com would be my first choice for

posting my classification.
2.3
I will not go to other brands if Quikr.com is

available.
2.4
Quikr.com is a dependable brand for buying

local product or services.
2.5
The
likelihood
that
classification
on
Quikr.com is reliable is very high.

2.6
Quikr.com is consistent in the quality it offers.
2.7
The likelihood that Quikr products are durable

and perform well is very high.
2.8
Quikr.com is reasonably priced.
2.9
Quikr. Com has a user-friendly website.
2.10
Searching product on Quikr.com is easy.
2.11
Quikr.com values its customers privacy.
2.12
Quikr.com is a company, who understand

young customer needs.
2.13
Quikr.com sells second hand products.
2.14
When I want to save money and time, I will

happily go for quikr.com.
2.15
When I use a brand, I give high consideration

2.16
I feel that Quikr.com is trustworthy.
2.17
I consider Quikr as a socially responsible

brand.
Page 62

2.18
I feel I have a bond with Quikr.com
2.19
Using Quikr.com is an important part of my

life.
2.20
I feel, I am a part of Quikr.com.
3. According to you, which of these brands are biggest competitors for Quikr.com?
Olx.in
ClickIndia.com
Indialist.com
Click.in
Locanto.In
Adoos.in
sulaka.com
4. To what extent do you agree with the following statements?

Sl.
Statement
Strongly
No
Disagree Neutral
Agree Strongly
Disagree
4.1 I feel Quikr.com offerings superior than its
Agree
2
competitors.
4,2 Quikr.com would be my first choice for posting
my classification because it better than its
competitor.
4.3 If I will post a add on Quikr.com, it would
make a good impression on other people.
4.4 Quikr.com is a most dependable & reliable
brand for buying local product or services than
its competitor.
5. If quikr.com would be a person, which of these personality trait can define Quikr.com better.
Please tick on appropriate.
Sincere
Daring & up to dated
Dependable & reliable
Glamorous & charming
Tough & strong
Page 63

6. Your age is
19-29 years
30-39 years
40-49 years
50-59
60+ years
7. Your gender is
Male
Female
8 What is the highest level of education you have received?

Less than high school
High school
Graduate
post graduate
Even Higher
10. Please mention your occupation in the space below.
Student
Housewife
Service
Government employee
Self-employed
others
Name =
Mobile No=
E-mail ID=
Page 64
Page 65

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Internship Report on

A STUDY ON MEASURING CUSTOMER BASED BRAND

In partial fulfillment of the requirements for the award of the degree of

Prof. Anshu Rani

Chowde Gowda A.S

This is to certify that Mr./Ms. VARUN C bearing USN. 1RY12MBA50, is a

Prof. Anshu Rani

Dr. N. Ranapratap Reddy

I, VARUN C, hereby declare that the Internship Report entitled A STUDY

QUIKR.COM with reference to Quikr.com, Bangalore prepared by me

Signature of the Student

1.1 Topic chosen for study

1.3 Objectives of the study

1.4 Scope of the study

1.5 Methodology adopted

1.6 Literature review

1.7 Limitation of the study

2 ORIGIN OF ONLINE INDUSTRY

2.2 Company profile

2.7 Products & services profiles

2.8 Area of operation

2.9 Infrastructure facilities

2.1 Competitors information

2.11 Future growth prospect

2.12 SWOT analysis

2.13 Financial statement

THEORETICAL BACKGROUND OF THE STUDY

4 ANALYSIS AND INTERPRETATIONS

4.1 Chart showing the category that the respondents used

4.2 Chart showing about the Brand Salience of Quikr.com

4.3 Chart showing about Brand Performance of Quikr.com

4.4 Chart showing about the consumer imagery of Quikr.com

4.5 Chart showing about customer feeling of Quikr.com

4.6 Chart showing about biggest competitors for Quikr.com

4.7 Chart showing about consumer judgement

Chart showing Quikr as a personality

4.12 Chart showing the occupation of the customer

Chart showing about the Brand Salience of Quikr.com

Chart showing about Brand Performance of Quikr.com

Chart showing about the consumer imagery of Quikr.com

Chart showing about customer feeling of Quikr.com

Chart showing about biggest competitors for Quikr.com

Chart showing about consumer judgement

Chart showing Quikr.com as a personality

Chart showing age of the customers

Chart showing the gender of customers

Chart showing the education level of the customers

Chart showing the occupation of the customer

A study on measuring customer based brand equity of Quikr.com

Reva Institute of Technology And Management

A study on measuring customer based brand equity of Quikr.com

To Understand brand strength in order to support strategic decision-making.

To evaluate performance of brand management over time.

The sample unit is only customers of Quikr.com.

1.5 RESEARCH METHODOLOGY:

Reva Institute of Technology And Management

A study on measuring customer based brand equity of Quikr.com

Review of research articles:

Reva Institute of Technology And Management

A study on measuring customer based brand equity of Quikr.com

DESCRIPTION OF THE STUDY

The set of associations and behavior on the part of the brands

consumers, channel members, and parent corporation that permits