PROJECT ONA STUDY IN THE EFFECTIVENESS OF

CONSUMER BRAND PREFERENCE.

PRESENTED BY:

RAZIA HUSSAIN

ASHA MISHRA

PROF: MR. R.R.SHAH

INTRODUCTION The research on Consumer Brand Preference with special reference to the product Bread, Tea, Toothpaste in MALAD Western Suburb of Mumbai City had been done by us.

A sample study of 200 sample units was undertaken by us for findings the results in support of the hypothesis and objectives stated in the research project.

BRAND

• A brand is a name, term, sign, symbol, slogan or design, or a combination of them intended to identify the goods or services of one seller or group of sellers.

• A legally protected brand name is called proprietary name.

• The brand also says something about the producer’s values, represent a certain culture and project a personality.

cont.

CONT.. • Ultimately it’s the brand which suggests the kind of consumer who buys and uses the product.

Brand Awareness

• Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, and so on to certain associations in memory. •It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name.

TYPES OF BRAND

A) ON THE BASIS OF OWNERSHIP:

1. Manufacturer’s Brand.

2. Middleman’s Brand.

B) ON THE BASIS OF MARKET AREA:

3. Local Brand.

4. Provincial Brand

5. Regional Brand

6. National Brand

cont..

CONT..

C) ON THE BASIS OF NUMBER OF PRODUCTS:

1. Individual Brand:

2. Family Brand:

D) ON THE BASIS OF USE:

3. Fighting Brand:

4. Competitive Brand:

Consumer brand preference

• Consumer recognize brands by building favorable attitudes towards them & through the purchase decision process. • Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. • This research aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. • The study reveals that higher brand relevance and trust build strong the association of consumers with brand in long-run.

PRODUCT

Products are tangible, physical items that you can hold in your hands or see with your own eyes before you make the purchase. Products fall into two categories:

1. Commodities.

2. Branded products.

PRODUCT LIFE CYCLE•Like human beings, products also have their own life-cycle. •The product life cycle goes through multiple phases, involves many professional disciplines,

and requires many skills, tools and processes. •Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures.

CONT..There are four stages in product life cycle. These are:

Market introduction stageGROWTH STAGEMATURITY STAGESATURATION AND DECLINE STAGE

RESEARCH

Research is an endeavour to discover answers to intellectual and practical problems through the application of scientific method. “Research is a systematized effort to gain new knowledge”.Research is the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested.

METHODS OF RESEARCH

1. PRIMARY RESEARCH:

2. SECONDARY RESEARCH:

TYPES OF RESEARCH:

3. Qualitative research:

4. Quantitative research

BREAD

BRANDS OF BREADSSHALIMAR :40

WIBS :25

BROWN BREAD :30

KISAN :38

SUPER :35

MODERN :33

SHALIMAR

WIBS

BROWN BREAD

KISAN

SUPER

MODERN

DATA ANALYSIS•After the research we came to know that there are many brands of Tea like taj, Tata tea, red label, society, etc. and different-different consumers uses different brands of tea as per their choice, taste, colour, etc.

•As we have surveyed and came across that the number of consumers for taj tea is 20 %, consumers for tata tea is 35%, red label is 42%, Society tea is 86%, taza tea is 17%. After this we came to know that the consumer for the Soceity tea is maximum as compared to any other brands of tea.

MANUFACTURER NAMES:

YES :74

NO :126

YES NO0

20

40

60

80

100

120

140

Series1

DATA ANALYSIS

•We have notice that after asking questions relating to manufacturer name, we came to know that the majority of the consumer does not know the name of the manufacturer name

or they do not remember the name of the manufacturer. From the above data it is clear that Majority of the consumer had answered NO i.e. 126% and very less percentage of the consumer knows the name of the manufacturer i.e. 74%.

TOOTHPASTE

GENDER WISE RESPONDENTS.

MALE:78

FEMALE :122

 

MALEFEMALE

DATA ANALYSIS Above research was done by us and we came across that the respondents for the questions were answered are majority more of female than the male. The number of respondents of female was 122% and male was 78% which is less than as compared to the female. Mostly the number of respondents in female was House wives.

STATUS WISE RESPONDENTS

STUDENTS :55

PROFESSIONALS:38

HOUSEWIVES :65

BUSINESSMAN :42

STUDENTS

PROFESSIONALS

HOUSEWIV

ES

BUSINESSM

AN0

10203040506070

DATA ANALYSIS

•While doing the research we had used the questionnaire method through which we had asked several questions to the respondents. From the respondents data we came to know that the respondents were of different status like some of them are students, professionals. Housewives, businessman.

•The Students respondents was 55%, professionals respondents was 38%, housewives respondents was 65%, and businessman respondents was 42%.

TEA

BRANDS OF TEA

TAJ :20

TATA TEA :35

RED LABEL :42

SOCIETY :86

TAZA :17

TAJTATA TEARED LABELSOCIETYTAZA

DATA ANALYSISAfter the research we came to know that there are many brands of Tea like taj, tata tea, red label, society, etc. and different-different consumers uses different brands of tea as per their choice, taste, colour, etc. As we have surveyed and came across that the number of consumers for taj tea is 20 %, consumers for tata tea is 35%, red label is 42%, Society tea is 86%, taza tea is 17%. After this we came to know that the consumer for the Soceity tea is maximum as compared to any other brands of tea.

 

MANUFACTURER NAMEYES :58

NO :142

YES NO0

20406080

100120140160

Series1

DATA ANALYSISWe have notice that after asking questions relating to manufacturer name, we came to know that the majority of the consumer does not know the name of the manufacturer name or they do not remember the name of the manufacturer.

From the above data it is clear that Majority of the consumer had answered NO i.e. 162% and very less percentage of the consumer knows the name of the manufacturer i.e. 38%.

THANK YOU