An academic project undertaken to measure the brand awareness of branded products in Consumer Electronics. The project brief is as follows: 1.Market research to examine the brand awareness in Khichra village(rural area) and study the interest of consumers in branded products of Consumer Electronics.

2.  The purpose of this study was to examine the
brand awareness in rural area and to
study the interest of consumers in
branded products of Consumer Electronics.

3.  Underlying Assumption :
 It is believed that the findings of the selected
region are fairly representative of the rural India
as a whole. Basis for this assumption is that the
lifestyle and other parameters are not much
different from what exist in the area of survey.
 Selected Region :
 Khichra District, Uttar Pradesh

4. We setup three milestones to complete our
project. They are as follows :
Milestone I Initial research work to gain a better
perspective on the current scenario of the level
of brand awareness in the villages. Based upon
this, we will develop an appropriate
questionnaire for the survey.
Milestone II Visit the village to conduct the survey and
collection of primary research data on the
outlines mentioned above.
Milestone III Analysis of the collected data using statistical
techniques and the interpretation of the results
obtained so as to determine the implications of
our findings.

5.  The purpose of the Stage I was to gain the in
depth insight of the current brand awareness of
white goods amongst the rural people of the
region.
 We focused only on the major shopkeepers of
the region from where the residents of the
village buy the products.
 We divided our sample population into two
parts, basically,
 Large sized shop
 Middle or small sized shop
 Purposive Sampling Technique was chosen by the
group to accomplish the job. It also helped the
group to communicate effectively with the
shopkeepers.

6.  With the help of unstructured interviews and
discussions with these respondents the
information for this survey was gathered.
 We basically got to know the factors influencing
the choice of the villagers such as price,
proximity, advertising, word of mouth publicity,
health benefits, etc. To a large extent the choice
was influenced by the shopkeepers also.
 Based on all the above findings we developed a
questionnaire which was used in the Stage II of
the project for the collection of the primary
research data.

7.  The target group (Villagers) were very aware
about the brands of electronic accessories
 The main reason behind this was penetration
of Television with Private cable connection or
Satellite Cable Console in all but few houses.
 The village people still look for a cheaper but
popular brand to use in their household.
 Some of the businessman look forward for
premium brands in villages too.

8.  The brand awareness is showing increasing
tendency everywhere and Khichra district is
not an exception to it. To examine the
validity of this general statement that is
being discussed day in and day out by the
researcher, market managers, producers,
consumers, advertisers, etc., a case study
of brand awareness in rural area of
Consumer Electronics in Khichra district of
Uttar Pradesh is taken up.