Final 4th Sem Report

RESEARCH PROJECT REPORT
(NMBA 045)
ON
A Study of Brand Consciousness of Apparels Among

Citizens of Bareilly City
Submitted in Partial Fulfillment of
Master of Business Administration (MBA)
Programme: 2014 16 of
Dr A P J Abdul Kalam Technical

University, Lucknow
Under the Supervision of
Submitted By
Mr. ANUBHAV SAXENA
KULJEET SINGH BHADAURIYA

Roll No 1401470010
Faculty of Management Science

Shri Ram Murti Smarak College of Engineering & Technology,
Bareilly
(College Code 014)

Page 1
Shri Ram Murti Smarak College of Engineering & Technology,

Bareilly (U.P.)
Faculty of Management Science
Certificate
This is to certify that Mr. KULJEET SINGH BHADAURIYA, a student
of MBA IV Semester has completed her Research Project Report titled
A Study of Brand consciousness of apparels among citizens of
Bareilly city assigned by MBA Department under my supervision.
It is further certified that he has personally prepared this report that is the
result of his personal survey / observation. It is of the standard expected
to MBA student and hence recommended for evaluation.
(Mr. Anubhav saxena)

Asst. Professor (MBA Department)
Above statement is endorsed.
(Dr. Anant Kumar Srivastava)

Professor & Head MBA Department
Page 2
DECLARATION
This is to declare that I KULJEET SINGH BHADAURIYA student of M.B.A in
Shri Ram Murti Smarak College of Engineering and Technology, U.P. have given
original data and information to best of my knowledge in the report entitled A Study
of Brand consciousness of apparels among citizens of Bareilly city I further state
that no part of this information has been used for any assignment but for partial
fulfillment of the requirements towards the completion of the above mentioned
course.
Page 3
ACKNOWLEDGEMENT
I, KULJEET SINGH BHADAURIYA, a student of MBA IVth Semester,
sincerely thank Mr. Dev Murti, the Chairman of Shri Ram Murti Smarak
College of Engineering and Technology, Bareilly for being associated with this
reputed Institute for my MBA studies.
I am grateful and wish to place on record my sincere thanks to Dr. Anant Kr.
Srivastava, Head of Management Department, for the leadership and guidance
and Mr. Anubhav Saxena (Faculty Mentor) for the moral, academic and
problem solving support without which this project report would not have
come up to its present form..
Last but not the least, I would also like to thank my colleagues and staff of the
MBA department and employees of this elite Institute for whatever they have
done for helping me out every time in completion of this project report.
I would also like to extend a vote of thanks to all those people and the websites
who guided or directed me in bringing this project to the reality. Without their
guidance and proper support this project report would not have been possible
for me to prepare.
Kuljeet Singh Bhadauriya
Page 4
EXECUTIVE SUMMARY
While the metro cities will continue of new malls and branded showrooms, almost 1/3
of the total growth will be in the organized retail industry because of new
development in the tier II and tier III cities. Therefore stand alone brand stores will
give greater emphasis on visual displays, staff training and modern ambiance at the
time of their entry into even smaller towns than metros. According to a global luxury
brand study by nelson, India is a place at 3rd position after Greece and Hong Kong for
brand consciousness. This move towards brand is not only in metros and big cities but
also in tier II and tier III in India. Proof is the increasing number of brand showrooms
and malls in small towns. But this move is because of actual brand consciousness of
consumers of small cities or they just want to enjoy a new experience of shopping in
malls. This research work is an approach to find and analyze this fact of increasing
brand consciousness among tier III city like Bareilly. The main objective of the paper
is to identify and analyze the reason behind purchase from malls and branded
showrooms by customers of tier III cities.
Page 5
Page 6
CONTENTS
Chapter 1
Introduction of the topic
Page no.
9-15
Chapter 2
Scope & Objective(s) of the study
Page no.
16-26
Chapter 3
Research design
Page no.
27-29
Chapter 4
Data Analysis & Interpretation
Page no.
30-40
Chapter 5
Findings, Recommendations & Limitations
Page no.
41
Annexure
Bibliography
Page 7
Page 8
List of Tables
S.No.
Table
no.1
Table
no.2
Table
no.3
Table
no.4
Table
no.5
Table
no.6
Name of Table
Situated at malls purchased your branded apparels by
male/female.
Situated at malls purchased your branded apparels by
occupation.
Situated at malls purchased your branded apparels by income.
Situated at main market purchased your branded apparels by
male/female.
occupation.
income.
Page 9
Page No.
33
34
35
36
37
38
CHAPTER -1
INTRODUCTION
Brand consciousness is the extent to which a brand is recognized by potential,
customers and is correctly associated with a particular product. Expressed usually as a
percentage of the target market, brand consciousness is the primary goal of
advertising in the early months or years of a products information.
Brand consciousness is related to the functions of brand identities in consumers
memory and can be reflected by how well the consumers can identify the brand under
various conditions. Brand consciousness includes brand recognition and brand recall
performance. Brand recognition refers to the ability of the consumers to correctly
differentiate the brand they previously have been exposed to. This does not
necessarily require that the consumers identify the brand name. Instead, it often means
that consumers can respond to a certain brand after viewing its visual packaging
images. Brand recall refers to the ability of the consumers to correctly generate and
retrieve the brand in their memory.
A brand name that is well known to the great majority of households is also called a
household name
"Consciousness, attitudes, and usage (AAU) metrics relate closely to what has been
called the Hierarchy of Effects, an assumption that customers progress through
sequential stages from lack of consciousness, through initial purchase of a product, to
brand loyalty." In total, these AAU metrics allow companies to track trends in
Customer knowledge and attitudes.
Although the hierarchy of effects is considered as a one-way linear relationship, these
three stages are not clear-cut. The causal link might be reversed. The usage could
cause the consciousness while the attitudes can also influence the consciousness. For
example, one owned a Dell wireless mouse and had excellent using experience. Such
experience might determine the ones favorite brand attitude toward Dell.
Page 10
Brand consciousness plays a major role in a consumers buying decision-making

process. During this process, the category need is stimulated first. For example, you
need to do food shopping. You will only write down the food categories, like
chocolate, instead of brand names on your list. You will scan the packages of
chocolate on the shelf and recognize different brands. Such recognition might be
based on the knowledge of an acquaintance or friend having used the product in the
past or constant advertisement. In this situation, brand consciousness does not require
brand recall because brand consciousness may occur along with brand recognition.
However, in other situations, brand recall is required. For instance, you are in a hurry
and want to grab a bite at a fast-food restaurant. It is not possible for you to drive
around and make a decision. You need to retrieve different fast-food brands in your
memory, choose one and go there directly. In this situation, constant advertisement is
important in consumers memory retrieval because the consumers are willing to go to
the first brand that can be recalled.
The eventual goal of most businesses is to make profits and increase sales. Businesses
intend to increase their consumer pool and encourage repeat purchases. Apple is a
brilliant example of how there is a very high recognition of the brand logo and high
anticipation of a new product being released by the company. An iPod is the first thing
that pops into our minds when we think of purchasing an mp3 player. IPod is used as
a replaceable noun to describe an mp3 player. Finally, high brand consciousness about
a product suggests that the brand is easily recognizable and accepted by the market in
a way that the brand is differentiated from similar products and other competitors.
Brand building also helps in improving brand loyalty.
Measures of Brand Consciousness: Aided Consciousness- This type of consciousness is generated in a consumer. When
asked about a product category, if the consumer is aided with a list of company names
and he recognizes the company from the given set it is categorized as aided
consciousness.
Spontaneous consciousness - When asked about a product category, the consumers
are asked to list brands they know without any cues.
Page 11
Top of the mind Consciousness- When the name of the company is automatically
recollected because the consumer very promptly associates the brand with the product
category, it is called a top of the mind consciousness of the product. Its the first brand
name listed by the consumers when asked to name brands they know without any
cues.
Page 12
Channels of Brand Consciousness

There are many ways to generate brand consciousness in the consumers. Listed below
are four such channels
Advertising is the activity or profession of producing information for promoting the
sale of commercial products or services. Advertising is used through various media to
generate brand consciousness within consumers. They can be aired as radio ads,
television commercials, internet etc.
Guerrilla marketing creative campaigns allows every small firm to compete with
bigger firms by carving out narrow but profitable niches. Nowadays, big firms also
use guerrilla marketing to catch consumers attention at low cost. These tactics
include extreme specialization, aiming every effort at favorably impressing the
customers, providing service that goes beyond the customers' expectations, fast
response time, quick turnaround of jobs, and working hours that match the customer's
requirements. The term 'Guerrilla Marketing' is a registered trademark of author Jay
Levinson who popularized it through his several 'Guerrilla' books.
It is an out of the ordinary way of marketing a product. Low-cost channels can be
utilized to generate a high level of interest in the product and create brand
consciousness. Utilization of personal contacts is the most popular way of guerrilla
marketing. Product Placement is an advertising technique used by companies to subtly
promote their products through a non-traditional advertising technique, usually
through appearances in film, television, or other media.
A formal agreement between the product manufacturer and a media company can be
generated through which the media company also receives an economic benefit,
usually in the form of a fee. The media company in return will showcase the product
through any of the various means they have available to make the brand stand out.
Some people, however, consider product placement to be deceptive and unethical.
For example, Coca-Cola could pay a given fee to have the title character drinking a
Coke, instead of a Pepsi beverage, or Toyota might pay to have one of the characters
drive their newest automobile. Through product placement, companies hope that
movie goers will take note of the products used by the characters, and therefore think
more strongly about using the products themselves. Social Media is the most
Page 13
contemporary and cost-effective way of creating a brand consciousness with an online

audience. Many companies use social media like Facebook, YouTube, blogs etc.
Challenges
Maintaining Brand Consciousness is a very important aspect in marketing a
company. It is imperative and very helpful to analyze the response your
audience has towards the change in packaging, advertising, products and
messages sent across through various means. Working towards creating an
image in the minds of the consumers is not the last thing a company should
aim to do. Inviting consumer feedback and maintaining a constant presence in
the market is equally essential. Availability of the product to the consumer is
one such way of doing this. The consumer should not have to come looking for
you when he is in need of making a second purchase of the product,
dealerships and outlets at convenient places should make the consumer think
of the brand as the most convenient and best solution to their needs of
fulfillments.
While brand consciousness scores tend to be quite stable at aggregate level,
individual consumers show considerable propensity to change their responses
to aided recall based brand consciousness measures. For unaided recall based
brand consciousness measures, consumers brand consciousness remains
relatively stable. For top of mind recall measures, consumers give the same
answer in two interviews typically only 50% the time. Similar low levels of
consistency in response have been recorded for other cues to elicit brand name
responses. Brand consciousness is consciousness of a brand as a distinct
product separate from others. It is about image and perception.
Page 14
Page 15
Scope and Objective

While the metro cities will continue of new malls and branded showrooms,
almost 1/3 of the total growth in the organized retail industry will be because of
new development in the tier II and tier III cities. Therefore stand alone brand
stores will give greater emphasis on visual displays, staff training and modern
ambiance at the time of their entry into even smaller towns than metros.
According to a global luxury brand study by nelson, India is a place at 3rd
position after Greece and Hong Kong for brand consciousness. This move
towards brand is not only in metros and big cities but also in tier II and tier III
in India. Proof is the increasing number of stand done brand showrooms and
malls in small towns. But this move is because of actual brand consciousness of
consumers of small cities or they just want to enjoy a new experience of
shopping in malls. This research work is an approach to find and analyze this
fact of increasing brand consciousness among tier III city like Bareilly. The
main objective of the paper is to identify and analyze the reason behind
purchase from malls and branded showrooms by customers of tier III cities.
The objectives of this study can be demonstrated as follows:
1. To find and analyze increasing brand consciousness among tier III city
2. Identify and analyze the reason behind purchase from malls and branded
showroom by customers of tier III city.
Page 16
CHAPTER-2
SCOPE OF THE STUDY
Both consumer and B2B companies track brand consciousness and perceptions to
inform decisions such as the following:
How much to invest in brand-building activities.
What mix of media or channels to invest in (what ratio of print, television, radio,
Internet, etc.).
Which ad campaigns to continue or retire?
How to adjust brand-building investments by geography.
How to deploy sales resources to build or leverage brand consciousness.
Typically, brand consciousness research is not something you do just once. You
usually do it as a tracker (quarterly or annually), or as a before-and-after study.
For example, if you are about to launch a major new ad campaign, you might measure
brand consciousness before and after it runs to gauge its impact. If the impact was
positive, you have some feedback on what works. If the impact was not so great, you
hope you can catch the problem early enough to make corrections.
As an example, one brand consciousness tracking study I did was for a PC
manufacturer. We did a quarterly data collection to continuously keep up with what
was happening. This client advertised using various channels, so it needed to know
what was and wasnt working to help maximize advertising ROI.
Page 17
In these studies, you measure more than brand consciousness. Usually, youre also
measuring key brand perceptions. This involves gathering unaided and aided
perceptions of your brand (whether a company-level or product-level brand). Often,
perceptions of key competitors are also gathered so that you know how consciousness
and perceptions of your brand compare.
Why is that useful? Lets say you learn that 60 percent of your target market perceives
your brand as socially responsible. You might think thats not bad. But what if 95
percent of them think your three biggest competitors are? In that context, that 60
percent figure doesnt look so great. Competitive data give you a more actionable
perspective.
Literature Review
The Brand
Today the primary capital of many businesses is their brands. For decades the value of
a company was measured in terms of its real estate, then tangible assets, plants and
equipments. However it has recently been recognized that companys real value lies
outside business itself, in the minds of potential buyers or consumers. A brand is
both, tangible and intangible, practical and symbolic, visible and invisible under
conditions that are economically viable for the company ( Kapferer, 1986). Brands
are built up by persistent difference ever the long run. They cannot be reduced just to
a symbol on a product or a mere graphic and cosmetic exercise. A brand is the
signature on a constantly renewed, creative process which yields various products.
Products are introduced, they live and disappear, but brands endure. The consistency
of this creative action is what gives a brand its meaning, its content, and its
Page 18
characters: creating a brand requires time and identity. The American Marketing
Association defines the term Brand as A name, term, symbol or design, or a
combination of them, which is intended to signify the goods or services of one seller
or group of sellers and to differentiate them from those of competitors. More
importantly, a brand promises relevant differentiated benefits. Everything an
organization does, should be focused on enhancing delivery against its brands
promise.
Combining a few different definitions, a brand is the name and symbols that identify:
The source of a relationship with the consumer
The source of a promise to the consumer
The unique source of products and services
The single concept that is created inside the mind of the prospect
The sum total of each customers experience with the corporate
The evolution of Branding
According to Manohar David of Philips (Director and Senior Vice President, Philips
India Limited, 1996), a challenge loving, risk taking Brand Manager, who retired after
a 31 year marketing career with Philips, and responsible for its brand success has to
say; In the 1970s, products were made from the manufacturing, rather than the
customer point of view. But with the focus shifting to the consumer, marketing has
assumed a much larger role. Significant parameters in brand building literature have
experienced a dramatic shift in the last decade. Branding and the role of brands, as
traditionally understood, have been subject to constant review and redefinition. A
traditional definition of a typical brand was: the name, associated with one or more
items in the product line, which is used to identify the source of character of the
item(s) (Kotler, 2000). The American Marketing Associations (AMA) definition of a
Page 19
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. Within this view, whenever a marketer creates a
new name, logo, or symbol for a new product, he or she has created a brand, (Keller,
2003). He recognizes, however, that brands today are much more than that. As can be
seen, according to these definitions brands had a simple and clear function as
identifiers. Before the shift in focus towards brands and the brand building process,
brands were just another step in the whole process of marketing to sell products. For a
long time, the brand has been treated in an off-hand fashion as a part of the product,
(Urde, 1999). Branding is a major issue in product strategy (Kotler, 2000). As the
brand was only part of the product, the communication strategy worked towards
exposing the brand and creating a brand image. Within the traditional branding model,
the goal was to build a brand image, (Aaker and Joachimsthaler, 2000); a tactical
element that drives short-term results. It is mentioned that the brand is a sign
therefore external-whose function is to disclose the hidden qualities of a product
which are inaccessible to contact (Kapferer, 1997). The brand served to identify a
product and to distinguish it from competition. In the journey from product-centric
brands to customer-centric brands, many consumer companies have locked in on a
transitional concept segment-specific brands. While brand Nike focuses on
physically active consumers, brand Disney focuses on parents with small children.
This is a significant step in the right direction and it reflects growing consciousness of
the power of customers. A brand differentiates a product in several forms and it can be
broadly divided into two categories- The tangibles (rational), and the intangibles
(emotional and symbolic). Either way, while the product performs its basic functions,
the brand contributes to the differentiation of a product (Keller, 2003). These
Page 20
dimensions distinguish a brand from its unbranded commodity counterpart and gives
it equity which is the sum total of consumers perceptions and feelings about the
products attributes and how they perform, about the brand name and what it stands
for, and about the company associated with the brand (Achenaum, 1993). A strong
brand provides consumers multiple access points towards the brand by attracting them
through both functional and emotional attributes (Keller, 2003). The tangible
dimensions that a brand creates are product innovations, high qualities, and/or
attractive prices etc. Those are often observable from the products marketing mix and
product performance (Keller, 2003). The intangible values of a brand will include
those that cannot be quantified. These intangibles go beyond the product level to
become a synaptic process in the brain. In other words, consumers will be able to
respond to this particular brand without the presence of the product (Bedbury, 2002).
More importantly, an intimate rapport may be developed between the consumers and
their brands (Roberts, 2004; Fournier, 1998; Muniz and Schau, 2005). The attributes
of a branded product add value for consumers, the intermediaries, and the
manufacturers. The most significant contribution of a strong brand to consumers
would be the reduced searching time and cost when they are confronted with a set of
identical products. It helps consumers to identify and locate a product with less
information processing and decision time because of the expected quality from
accumulated brand knowledge (Pelsmacker et al., 2004). Consumers will be able to
develop associations and assumptions through brand name, package, label etc. A
strong brand also offers a high brand credibility: it becomes a signal of the product
quality and performance. This reduces the risks involved inthe purchase including the
functional, physical, financial, social, psychological, and time risks (Swait and Erdem,
2004 ; Keller, 2003). Consumers do not only benefit from the functional values of a
Page 21
brand, they also benefit from the emotional aspects. A strong brand mixes and blends
the product performance and imagery to create a rich, deep, and complementary set of
consumer responses towards the brand (Zamardino and Goodfellow, 2007). Hence
consumers are attracted to more dimensions of a brand and will be more likely to
effectively bond with the brand. Consumers also use the brand as a means of self
image reflection, symbolic status, and an anchor in this forever changing world.
Finally, a brand smoothes consumers communication process to others and enrich
their everyday lives (Holt, 2004; Keller 2003; Fournier, 1998). In terms of the
branding benefits to intermediaries such as retailers and wholesalers, a strong brand
with high brand recognition and brand consciousness speeds up the stock turnover
rate, lowers the selling cost, and leads to higher sales. Consumers will also be more
inclined to (re)purchase in their stores and spread word of mouth to others. These in
turn facilitate the instore activities related to the selling of the products with the brand.
On the other hand, a strong brand also implies that the manufacturer supplying the
products will be more committed to the in-store promotions (Webster, 2000). For
manufacturers, a strong brand is a valuable asset to the company. A well recognized
brand serves as a signal, and it increases the likelihood for consumers to place the
product in their consideration or choice set (Swait and Erdem, 2004). Manufacturers
will also win a reputable name through consumers positive attitudes and evaluation
towards the brand. As discussed previously, manufacturers with strong brands are
more committed to their retailers, and the retailers will in return invest more effort
and resource in maintaining the relationship. Therefore, a strong brand leads to mutual
trust and commitment, and fosters the manufacturer-retailer relationship (Morgan and
Hunt, 1994). Sometimes, the manufacturers may even gain greater bargaining power
over their retailers, and are presented with more distribution channels (Pelsmacker et
Page 22
al., 2004). Furthermore, a price premium can be imposed on a strong brand because of
the brands perceived higher quality over the competitors brands (Keller, 2003). A
unique product positioning can be created by a strong brand, which may act as an
entry barrier, such as the retention of intellectual property rights, patents, or
trademarks etc (Keller, 2003). This entry barrier can also be established through
consumers repurchase behavior, because it enhances the sales forecast predictability
and secures the demand (Keller, 2003). Moreover, because of these loyal customers
(i.e. implying higher customer retention rate), a company will find it easier to extend
its brand, and lower its marketing costs. Several studies have proved that a higher
customer retention rate will enhance a firms financial performance and lead to a
higher shareholder value (Srivastava, et al. 1998; Anderson et al. 2004). A strong
brand also affects a companys financial bottom line directly in case of a merger or
acquisition, because buyers are usually required to pay an extra cost over the fair
value of the firm. This results in a positive goodwill (i.e. intangible asset) which will
be booked on the balance sheets (Elliot and Elliot, 2007). Overall, a branded product
adds value to all parties associated with it. However it does not automatically create
value. Only through adoption of an appropriate marketing communication strategy
will the brand be successful. The key to branding is that consumers perceive the brand
differently as compared to other brands in the same product category (Keller, 2003).
This statement is supported by (Pennington and Ball, 2007), they define branding as
the process in which a customer or customers, define, label, and seek to purchase a
subset of an otherwise undifferentiated or unbranded product. On the surface it
appears that it is up to the consumers to determine a brands strength, but in fact it is
the branding process that creates a unique mental map in a consumers mind and
guides their behavior (Keller, 2003). In this context, it is vital for organizations to
Page 23
shift the locus of the consumer relationship from product brands toward a trusted and
credible umbrella brand and further move the implementation of tactical activities
with targeted consumers or segments, rather than at the brand level.
Customer Centric Branding
Brand values must be calculated on an individual customer basis, and segmentspecific brands need to be developed. There is a shift in focus from traditional product
brand organizations to customer-segment focused organizations. Brand experience is
finally the aggregate of consumer perceptions that come from interacting with a
brand. A successful brand experience is the process of exposing consumers to the
various attributes associated with a particular brand and creates an environment in
which the consumer will be surrounded by the positive elements attached to the brand.
A successful brand experience can operate on multiple levels, including adding a new
communication channel to reach the consumer, adding a service element to the
product that extends a stronger offer, and extending the brand across seemingly
unrelated products and services. The overall brand experience represents a way to
bring the consumer to the brand and establish a close relationship. A brand means
much more even than its product and service features. Brands are built from nothing
less than the sum of a customers experiences with a product, service or company.
Customers total brand experience determines whether a customer buys anything more
from the company and, just as importantly, whether the customer spreads awesome or
awful word-of-mouth to friends and family. In effect, the brand experience moves a
consumer up the ladder of loyalty from a mere consumer to a brand evangelist.
The balance between expectation and experience is why I think of a brand as a
promise, and the customer experience as the fulfillment of that promise. No doubt a
customer experience that veers wildly from its brand promise will erode the belief in
Page 24
that brand promise pretty quickly. Companies that promise one thing through their
advertising and branding and badly let customers down through the customer
experience are undermining a huge investment and one of their most valuable assets.
The difference between a brand promise and the actual customer experience is the
experience gap, and that erodes organizational brand equity faster than anything
else, as no consumer likes to be promised one thing and delivered another. Any
company that wants to establish a customer experience strategy must do it with a full
and realistic evaluation of what their brand stands for and what their brand promise is.
Any company that fails to align their customer experience strategy with their brand
strategy will be in danger of creating an experience gap that will erode any brand
equity they have built in the marketplace. To create excellent customer experiences,
its essential to gain deep insight into the customers needs and wants. In other words,
brands are multifaceted and complexcertainly much more than a name or image. If
a consumer is not aware of a brand, they will never consider it even though it may be
just what they want or need. First impressions and appearances are very important,
and so is the quality of the foundation and building blocks, especially over the long
term. Brands, like houses, have unique personalities. Customers develop relationships
with brands that change over time as their needs and expectations evolve. As the
organizations think about how the customers experiences add up to create their
overall brand experience, its helpful to focus on the three most essential marketing
objectives and the metrics that reveal how well an organization is meeting those
objectives:
1. Customer Acquisition: with a goal of acquiring the right customers in a costeffective way. Three critical customer experiences in the acquisition process are
consciousness, learning and persuasion.
Page 25
2. Customer Experience: Marketers must focus on product wow in delivering a

wow customer experience that exceeds expectations. Three critical customer
experiences required for product wow are great first-time usage, usability and
benefit delivery.
3. Customer Retention: Marketers must focus on customer retentionretaining and
nurturing loyal customers, and turning them into advocates. Three critical customer
experience elements in the retention process are long-term usage and satisfaction, the
purchase of more products and services, and positive word-of-mouth.
Evaluating these essential business-building drivers within the customer experience
framework will help organizations focus on the most important levers for achieving
marketing results. Brands are so much more than a name, logo or image. They
represent nothing less than a customers complete experience with an organizational
product, service or company. The power of a brand lies in the minds of consumers and
what they have experienced and learned about the brand over time, (Keller, 2003). A
review of previous literature in the domain reveals that both academics and
practitioners are placing increased importance on the issue of brand identity. For a
variety of reasons, both academic and business interests in brand identity have
increased significantly in recent years. Organizations have realized that a strong
identity can help them align with the marketplace, attract investment, motivate
employees and serve as a means to better differentiate and position their products and
services in the minds of the consumers. Thus, many organizations are striving to
develop a distinct and recognizable corporate brand identity. Brand identity is based
on a thorough understanding of the firms customers, competitors and business
environment. The Brand identity needs to reflect the business strategy and the firms
willingness to invest in the programs needed for the brand to live up to its promise to
Page 26
customers (Aaker and Joachimsthaler, 2000). Strong brands enjoy customer loyalty
and a potential to charge premium prices, and considerable brand power to support
new product and service launches. Companies need to have a thorough understanding
of the customer beliefs, behaviors, product or service attributes, and competitors.
Page 27
CHAPTER 3
RESEARCH DESIGN
The research methodology, not only the research methods are but also consider the
logic behind the methods. They are in the contest of our research studied.
And explain why we are using a particular method or techniques and we are using
others.
Quantitative /Qualitative analysis

This is an analytical study based mainly on the primary data collected through
scientifically developed questionnaire. It will help to understand the problems and
analyze the situation. Similarly, we used Internet, research papers and journals as the
source of secondary data. Secondary data is very much useful as it gives an insight to
what already has been done by different research scholars and agencies
The research methodology is quite based on responses from customer, which was
generated through questionnaire. The project is also based on responses from
employees of the company. Most of data has been quantitatively analyzed.
Sampling
- Convenience
- Judgmental
Location- Bareilly
Page 28
The sample size

A sample size of 100 customers was taken for the analysis part. Questionnaire
containing 7 questions, which includes the purchase of apparels most of the time a)
unorganized shops/non branded showrooms b) organized shops/branded showrooms,
and purchase of branded apparels from showrooms situated at malls or situated at
main market of city.
Tools for data collection

Text books, articles from various websites happen to be sources of various secondary
data. Primary data has been collected through the method of survey.
A questionnaire was given to hundred (100) samples for basically understanding
brand consciousness among the citizen of Bareilly regarding brand consciousness
from different perspective.
Field work
I made a questionnaire for the primary data collection to know about the Brand
Consciousness. The questionnaires are filled up by one hundred responds. I must say
that it was one of the most challenging but interesting aspect of my project work. It
was challenging because, there was of course language problem, and convincing or
detailing and survey objective was real challenge. It was also a learning experience in
other way.
Methods of Data Analysis

A questionnaire was developed on the basis of the literature review and initial
Page 29
investigation. The questionnaire was initially pre-tested with some sample

customers for its reliability and consistency. Both closed ended and open ended
questions were used to collect the customers' response. And the customer
feedback was recorded by directly meeting with people. The customer survey
was done by visiting different places of Bareilly in a time span of 10-15 days.
Finally, the data was analyzed with the help of statistical tools (Excel), also
Graphs, Pie Chart, And Mean were used for this purpose.
Statistical tools used for the analysis part of the project. With help of MS-excel,
data collected through sample have been analyzed. Pie charts and tables have
been used to make data analysis lucid and direct.
Research Design
Sample Size
100
Types of data Required
Primary-scheduled and Questionnaire,
Sampling Method to be used
Secondary data.
Convenience, Judgmental
Statistical analysis to be performed
Graphs, Pie Chart, And Mean.
Type of Research
Descriptive
Research instrument and mode of
Personal, Scheduling and Questionnaire.
data collection
Page 30
CHAPTER 4
DATA ANALYSIS &
INTREPRETATION
Data analysis is a process of gathering, modeling, and transforming data with the
goal of highlighting useful information, suggesting conclusion, and supporting
decision making. Data analysis has multiple facets and approaches,
encompassing diverse techniques under a verity of names, in different business,
science, and social sciences domains. Data mining is a particular data analysis
technique that focuses on modeling and knowledge discover for predictive
rather than purely descriptive purpose. Business intelligence covers data
analysis that relies heavily on aggregation, focusing on business information. In
statistical applications, some people divide data analysis into:
Descriptive Statistics
Exploratory data analysis, and
Confirmatory analysis
Techniques used for data analysis:KULJEET SINGH BHADAURIYA
Page 31
Pie chart
Bar chart
Histogram
Line chart
Page 32
The research based will be Descriptive Research.

Type of data
1. Primary data
2. Secondary data
Primary data
The primary or the first hand data has been collected with the help of handing
out the questionnaire to the customers & employees.
Secondary data
The major source of secondary or supporting data is internet.
Using this data measurement technique, information was collected by personal
interviews.
Secondary data was collected through company websites, discussions with
company guide.
The collected data was processed through S.P.S.S. Package.
Sampling Design
The research was mainly opted on customers survey, advisers survey.
The sample selected for survey was stratified sample. Sample size is 100
Customers
Page 33
4.1 QUESTIONS & INTERPRETATION

Q1. situated at Malls purchase your branded apparels by Male / Female.
S.
No
1
2
Gende Highly
r
Consciousness
Male
27
Female
1
Consciousnes
s
56
1
Not
Consciousness
1
0
Least
Consciousness
0
0
56
60
50
40
30
27
20
10
Male
Female
0
0 0
Interpretation:
I took the sample size of 86, out of 86, 84 are males and 2 are females
27 males are highly consciousness, and 1 female is highly consciousness.
56 males are consciousness, and 1 female is consciousness.
1 male is not consciousness, and 0 females is not consciousness.
0 male is least consciousness, 0 females is not consciousness.
Page 34
Q-2 situated at Malls purchase your branded apparels by Occupation.
S.
No
1
2
3
4
Occupation
Serviceman
Business man/ self
Employed
Student
House Wife
Highly
Not
Least
Consciousness
Consciousness
Consciousness Consciousness
10
20
1
0
9
9
0
18
19
0
20
18
16
14
12
10
8
6
4
2
0
0
0
0
0
0
0
Serviceman
Business man/ self
Employed
Student
House Wife
Interpretation:
I took the sample size of 86, and checking the consumer/customer purchase of
branded apparels, showrooms situated at Malls, according to their occupation.

In service man, 10 consumers/customers are highly consciousness, 20 are
consciousness, 1 is not consciousness, and 0 is least consciousness.

In Business man/ self employed, 9 are highly consciousness, 18 are
consciousness, 0 is not consciousness, and 0 is least consciousness.

In Students, 9 are highly consciousness, 19 are consciousness, 0 is not
consciousness, and 0 is least consciousness.
Page 35
Q-3 situated at Malls purchase your branded apparels by income.
S. No
Income
Highly
Consciousness
Consciousness
Not
Consciousness
Least
Consciousness
less than 15,000
24
15,001-30,000
13
18
30,001-45,001
12
More than 45,000
25
20
15
less than 15,000

15,001-30,000
30,001-45,001
10
More than 45,000
0
Highly Conciousness
Not Conciousness
Interpretation:
I took the sample size of 86, and checking the customers/ consumers purchase
of branded apparels, showrooms situated at Malls, according to their income.
Customers/ consumers whose income is less than 15,000, only 2 people are
highly consciousness, 24 are consciousness, 0 is not consciousness, and 0 is
least consciousness.
Customers/consumers whose income is 15,001-30,000, 13 people are highly

consciousness, 18 are consciousness, 1 is not consciousness, and 0 is least
consciousness.
Customers/ consumers whose income is 30,001-45,001, 8 people are highly

consciousness, 12 people are consciousness, 0 is not consciousness, 0 is least
consciousness.
Page 36
Customers/ consumers whose income is more than 45,001, 5 people are highly
consciousness.
Q-4 Situated at Main market purchase your branded apparels by Male/Female.
S. No
1
2
Gender
Male
Female
Highly
Consciousness
26
0
Consciousnes
s
12
1
45
40
35
30
25
20
15
10
5
0
Not
Consciousness
45
1
Least
Consciousness
0
0
Male
Female
Interpretation:
of branded apparels, showrooms situated at Main Market, according to their
Gender.
26 males are highly consciousness, 12 are consciousness, 45 are not

0 female is highly consciousness, 1 is consciousness, 1 is not consciousness,
and 0 is least consciousness.
Page 37
Page 38
Q-5 Situated at Main market purchase your branded apparels by Occupation.
S.
No
1
2
3
4
Occupation
Serviceman
Business man/ self
Employed
Student
House Wife
Highly
Consciousness
9
Consciousnes
s
9
Not
Consciousnes
s
13
Least
Consciousnes
s
0
12
5
0
1
4
0
14
19
0
0
0
0
20
18
16
14
12
10
8
6
4
2
0
Serviceman
Business man/ self
Employed
Student
House Wife
Interpretation:
Occupation.
9 servicemen are highly consciousness, 9 are consciousness, 13 are not
12 business man/self employed are highly consciousness, 1 is consciousness,
14 are not consciousness, and 0 is least consciousness.
5 students are highly consciousness, 4 are consciousness, 19 are
consciousness, and 0 is least consciousness
Page 39
Q-6 Situated at Main market purchase your branded apparels by Income.
S. No
1
2
3
4
Income
less than 15,000
15,001-30,000
30,001-45,001
More than 45,000
Highly
Consciousness
2
13
8
5
Consciousness
24
18
12
3
Not
Consciousnes
s
0
1
0
0
Least
Consciousness
0
0
0
0
25
20
15
10
less than 15,000

15,001-30,000
30,001-45,001
More than 45,000
Interpretation:
Income.
Customers/consumers whose income is less than 15,000, 2 people are highly

consciousness.

consciousness.
Page 40

consciousness, 12 are consciousness, 0 is least consciousness, and 0 is least
consciousness.
Customers/ consumers whose income is more than 45,001, 5 are highly

consciousness.
Page 41
CHAPTER 5
FINDINGS, CONCLUSION &
RECOMMENDATIONS
In this research it is found that males living in Bareilly region are more
consciousness than females living in Bareilly, my research revolve around
unorganized shops and organized shops and what customers and consumers
choose to purchase their apparels, from organized or unorganized shop? I took
the 6 questions, on which my whole research is based. Three questions are for
those people who love to visit malls for the apparels purchase, and three
questions are for those who love to visits main markets for their apparels
purchase. Questions are based on gender, occupation, and income.
Some other major findings of this research are summarized below:
1) We find that males are more consciousness than females living in Bareilly
region, in term of purchasing their apparels from malls. We found that 27
males are highly consciousness, 56 males are consciousness, and 1 male is
not consciousness. On the other side 1 female is highly consciousness, and
1 consciousness.
Page 42
2) As I move further I found that, in term of occupation, where I took the 4

parameter, parameter are as follows servicemen, businessman/self
employed, students, and house wife. In servicemen 10 people are highly
consciousness, 20 are consciousness, 1 is not consciousness. In
businessman/self employed, we found that 9 people are highly
consciousness, and 18 are consciousness. In students, we found that 9
are highly consciousness and 19 are just consciousness.
3) From the malls, the last question was based on income, where I took the 4
parameter. These parameter are as follows:- less than 15,000 income people,
15,001-30,000 income people, 30,001-45,000 income group people, more
than 45,001 income group people. We found that people who belongs to less
than 15,000 income group, the total number was 26, out of which 2 are
highly consciousness, and 24 are just consciousness. People who belong to
income group of 15,001-30,000, the total number was 32, out of which 13
are highly consciousness, and rest 18 is consciousness. People who belongs
to 30,001-45,000, the total number was 20, out of which 5 are highly
consciousness and rest 3 are just consciousness.
4) My next steps was to check the number of purchasing been going on by the
people in the main markets, again in this also I took the gender, occupation,
and income in mind, and my research based on these three factors.
Page 43
5) Here also we found that males are more consciousness than females living
in Bareilly region, males do the purchasing more from the main markets, as
comparison to females in Bareilly.
6) In main market we found that total numbers of males were 84 and 2 were
females, out of 84 males 26 are highly consciousness, 13 are consciousness,
and 45 are not consciousness. And from the females, out of 2, 1 is
consciousness and 1 is not consciousness.
7) Next research was done by keeping the occupation in mind, and the
parameters of the occupation are as follows: - serviceman, businessman/self
employed, students, house wife. In this we were checking what number of
people from what occupation class visits more for apparels purchase from
the main markets. We saw that A class that is serviceman class, the total was
31, and out of which 9 are highly consciousness, 9 are consciousness, and
13 are not consciousness. The next is B class, that is businessman/self
employed class, the total number was 27, out of which 12 are highly
consciousness, 1 is consciousness, and 14 are not consciousness. After B the
next class is C, which belongs to students, the total number was 28, out of
which 5 are highly consciousnesses, 4 are consciousness, and 19 are not
consciousness.
8) The next research is based on income group; here also we checking, which
Page 44
income group does the more purchasing from main market. Here also we
took the four parameter A, B, C, D. A belongs to less than 15,000 income
group, B belongs to 15,001-30,000 income group, C belongs to 30,00145000 income group, D belongs to more than 45,001 group. From the group
A, total number was 26, out of which 7 are highly consciousnesses, 2 are
consciousness, and 17 are not consciousness. From the group B, the total
number was 32, out of which 10 are highly consciousness, 7 are
consciousness, and 15 are not consciousness.
From the C group, the total number was 20, out of which 6 are highly
consciousnesses, 4 are consciousness, and 10 are not consciousness. From the
group D, the total was 8, out of which 3 are highly consciousness, 1 is
consciousness, and 4 are not consciousness.
Limitations
This research might have some minor limitations because of limited sample
size and the environment in which data was collected. The data analysis and
findings are based on the knowledge and experience of the respondents. It is
assumed that at the time of undertaking survey the best available respondent
group was chosen and the responses given by each one of them was genuine. If
the respondents responded to the questionnaire without any interest, attention
Page 45
or adequate knowledge regarding stock market, then the conclusions drawn

from this research might not become valid in real world.
Conclusions
The findings of the research are quite eye-opening and thus
the objective of this study has been successfully achieved in
understanding customer perception towards unorganized and
organized shops visits and from where they purchase their
branded apparels, from the main market or malls. These
findings are significant in the aspect that it shows why
customers behave in a certain way towards purchasing their
branded apparels. It also shows some major characteristics of
Indian
customers/consumers
such
as:
their
purchasing
apparels vary from person to person, by keeping three things

in mind that are gender, occupation, and income. Males are
more consciousness as compare to females and people do
more purchasing from the malls, and they go less in the main
markets for the purchasing the apparels. This research work
can also be used by the marketing firms or retailers to enhance
their customer service as well as brand image. They can utilize
these findings
to
understand the actual need
customers and predict their behavior.

Page 46
of their
Page 47
RECOMMENDATIONS
Marketers should study the role of students buying behavior, and they should
understand the importance of occupation class, and income class, and their
education too, gender too play an important role in the buying or purchasing
behavior, marketers and retailers should do the deep study and understanding
about these factors, by doing the effective study and analysis, marketers and
retailers can gain the competitive advantage and can survive in the market for
last longing. They can penetrate the mind of the consumer and customers by
different advertisements should float on the various media like televisions,
radio, newspaper etc. how they communicate with others, that something very
important. In a increasing competitive market, retention of customer can only
possible through providing better service, marketers require more efforts in
devoting to understand the customer view towards quality, marketers should do
the regular research to find this fact. Creativity and innovation in overall
marketing program is required, they should bring fast innovation in their
program.
Page 48
ANNEXURE
Questionnaire
Respondent Name
Please give the following information.
i)
Age (in years):-..
ii)
Gender:-
iii)
Occupation:- a)serviceman. b)businessman/self employed.

c)student.
d)house wife .
e)other
(please)..........
iv)
City you belong to:-..
v)
Highest education:-..
vi)
Monthly income (in Rs.):30,000..
a) male.
b) female.
a)less than 15,000.....

c) 30,001-45,001
45,000
b) 15,001d) More than
Qs1. From where you made your purchase of Apparels most of the time?
a) Unorganized shops / non-branded or local showrooms
b) Organized shops / branded showrooms
If unorganized please answer Qs. No. 2 & 3 onlyQs2. Why you prefer unorganized showrooms only. (You can select more than one option)
i) These showrooms are very close to my residence or place of work
ii) These showrooms are having convenient store hours
iii) I enjoy shopping at local
market..
iv) The sales persons are very friendly & known to me
v) I got much economic good here compare to branded showrooms
vi) I dont feel any difference between these shops and branded showrooms
vii) Any other (please specify)
Qs3. How much you generally spend in a single typical purchase.
i) Less than Rs. 1000
iii) Rs. 1001 -2000
ii) Rs. 2001- 3000
iv) more than Rs.3000
Page 49
If Organized please answer Qs. No. 4 onwardsQs.4 Why do you like to purchase from organized showrooms. (You can select more than one
option)
i)
ii)
iii)
iv)
v)
vi)
I love branded apparels only

Only branded apparels are quality products..
These goods match with my status
I got latest trend here
I got good discount offer here
Any other (please specify)
Qs5. From where, you would like to purchase your branded apparels.
a) Showrooms situated at Malls
b) Showrooms situated at Main Market of your city
In case of Malls please answer Qs. No. 6

Qs6. Rate the following factors as per your preference. (please tick in the appropriate block)
S.
No.
I.
1
II.
2
III.
3
IV.
4
V.
5
VI.
6
VII.
7
VIII.
8
IX.
9
X.
10
XI.
11
XII.
Strongly
agree
Factor
The infrastructure of malls attracts me
I feel good whenever I am in the mall
I visit malls because it is very near to my residence/place of
work
I visit malls because of good parking space
Mall is a place where I got everything
The mall has convenient store hours
Mall is a good place to find-out what is new
Its a good learning experience for me whenever I visit the
mall
Certain stores at mall are fun to visit because they sell
products of my interest
I enjoying going to mall with my family/friends
The sales person are friendly & courteous
I got many brands under one roof
Page 50
Agree
Cant
say
Disagree
Strongly
disagree
In case of Malls please answer Qs. No. 7

Qs7. Rate the following factors as per your preference. (please tick in the appropriate block)
Strongly
agree
S.
No.
Factor
I.
1
II.
2
III.
3
IV.
4
V.
5
These showrooms are very close to my residence or place of work
Agree
Cant
say
Disagree
These showrooms are having convenient store hours
I enjoy shopping with my family/friends at such places

The sales persons are very friendly & known to me
I dont feel any difference between these showrooms whether at
mall or at main market.
Qs8. Any suggestion

....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
....................................................................................................................................
........................................................................
Page 51
Strongly
disagree
References
https://globaljournals.org/GJMBR_Volume13/5-Is-Youth-BrandConscious.pdf
http://www.psgim.ac.in/journals/index.php/jcrm/article/viewFile/91/97
http://www.streetdirectory.com/travel_guide/126140/computers/brands_not_ju
st_craze_but_the_new_mantra_of_the_youth_in_india.html
http://www.letsexpresso.com/fashion/being-brand-conscious-is-the-new-trend/
http://shodhganga.inflibnet.ac.in/bitstream/10603/28925/19/19_references.pdf
http://www.slideshare.net/vipultandonddn/project-onbranding
www.google.com
www.wikipedia .com
http://www.scribd.com/doc/20585529/Brand-Awareness#scribd
http://en.wikipedia.org/wiki/Brand_awareness
http://www.slideshare.net/AjaySimha1/brand-consciousness
https://globaljournals.org/GJMBR_Volume13/5-Is-Youth-BrandConscious.pdf
Page 52
https://ideas.repec.org/p/pra/mprapa/34801.html
http://elib.kkf.hu/edip/D_15242.pdf
http://en.wikipedia.org/wiki/Brand
https://ideas.repec.org/p/pra/mprapa/34801.html
https://thebrandbuilder.wordpress.com/category/brand-consciousness/
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2402100
http://www.indusvalley.edu.pk/library/2011/Textile%202011/Sehar
%20Maniar/Sehar%20Maniar%20Dissertation.pdf
http://www.entrepreneur.com/article/217481
http://www.cision.com/us/2014/08/how-to-gain-brand-awareness-on-the-topnetworks/
http://www.pdfdrive.net/brand-awareness-and-brand-image-chuck-chakrapanie2803171.html
http://www.quora.com/Who-are-some-of-the-most-brand-sensitive-and-brandconscious-citizens-in-the-world
Page 53

Final 4th Sem Report

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Final 4th Sem Report

Uploaded by

Copyright:

Available Formats

RESEARCH PROJECT REPORT

A Study of Brand Consciousness of Apparels Among

Dr A P J Abdul Kalam Technical

Mr. ANUBHAV SAXENA

KULJEET SINGH BHADAURIYA

Faculty of Management Science

(College Code 014)

Shri Ram Murti Smarak College of Engineering & Technology,

(Mr. Anubhav saxena)

Above statement is endorsed.

(Dr. Anant Kumar Srivastava)

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

Kuljeet Singh Bhadauriya

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

Introduction of the topic

Scope & Objective(s) of the study

Data Analysis & Interpretation

Findings, Recommendations & Limitations

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

Brand consciousness plays a major role in a consumers buying decision-making

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

Channels of Brand Consciousness

contemporary and cost-effective way of creating a brand consciousness with an online

KULJEET SINGH BHADAURIYA

Scope and Objective

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

brand is a name, term, sign, symbol, or design, or a combination of them, intended to

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

2. Customer Experience: Marketers must focus on product wow in delivering a

KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

Quantitative /Qualitative analysis

KULJEET SINGH BHADAURIYA

The sample size

Tools for data collection

Methods of Data Analysis

investigation. The questionnaire was initially pre-tested with some sample

Types of data Required

Primary-scheduled and Questionnaire,

Sampling Method to be used

Statistical analysis to be performed

Graphs, Pie Chart, And Mean.

Research instrument and mode of

Personal, Scheduling and Questionnaire.

KULJEET SINGH BHADAURIYA

Techniques used for data analysis:KULJEET SINGH BHADAURIYA

KULJEET SINGH BHADAURIYA

The research based will be Descriptive Research.