effectiveness of brand n marketing

1. PROJECT ON
A STUDY IN THE EFFECTIVENESS OF
CONSUMER BRAND PREFERENCE.
PRESENTED BY:
RAZIA HUSSAIN
ASHA MISHRA
PROF: MR. R.R.SHAH

2. 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.

3. 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.

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

5. 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.

6. TYPES OF BRAND
A) ON THE BASIS OF OWNERSHIP:
1. Manufacturer’s Brand.
2. Middleman’s Brand.
B) ON THE BASIS OF MARKET AREA:
1. Local Brand.
2. Provincial Brand
3. Regional Brand
4. National Brand

7. CONT..
C) ON THE BASIS OF NUMBER OF
PRODUCTS:
1. Individual Brand:
2. Family Brand:
D) ON THE BASIS OF USE:
1. Fighting Brand:
2. Competitive Brand:

8. 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.

9. 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.

10. 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.

11. CONT..
There are four stages in product life cycle.
These are:
Market introduction stage
GROWTH STAGE
MATURITY STAGE
SATURATION AND DECLINE STAGE

12. 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.

13. METHODS OF RESEARCH
1. PRIMARY RESEARCH:
2. SECONDARY RESEARCH:
TYPES OF RESEARCH:
1. Qualitative research:
2. Quantitative research

14. BREAD

15. BRANDS OF BREADS
SHALIMAR :40
WIBS :25
BROWN BREAD :30
KISAN :38
SUPER :35
MODERN :33
SHALIMAR
WIBS
BROWN BREAD
KISAN
SUPER
MODERN

16. 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.

17. MANUFACTURER NAMES:
YES :74
NO :126
140
120
100
80
Series1
60
40
20
0
YES NO

18. 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%.

19. TOOTHPASTE

20. GENDER WISE RESPONDENTS.
MALE :78
FEMALE :122
MALE
FEMALE

21. 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.

22. STATUS WISE RESPONDENTS
STUDENTS :55
PROFESSIONALS:38
HOUSEWIVES :65
BUSINESSMAN :42
70
60
50
40
30
20
10
0

23. 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%.

24. TEA

25. BRANDS OF TEA
TAJ :20
TATA TEA :35
RED LABEL :42
SOCIETY :86
TAZA :17
TAJ
TATA TEA
RED LABEL
SOCIETY
TAZA

26. 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.

27. MANUFACTURER NAME
YES :58
NO :142
150
100
YES
NO
50
0
YES NO

28. 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. 162% and very less
percentage of the consumer knows the name of the
manufacturer i.e. 38%.