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 Preferencewith special reference to the product Bread, Tea,Toothpaste in MALAD Western Suburb of MumbaiCity had been done by us. A sample study of 200 sample units wasundertaken by us for findings the results in supportof the hypothesis and objectives stated in theresearch project.
BRAND• A brand is a name, term, sign, symbol, slogan or design, ora combination of them intended to identify the goods orservices 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 suggeststhe kind of consumer who buys and uses theproduct.
Brand Awareness• Brand awareness refers to customers abilityto recall and recognize the brand underdifferent conditions and link to the brand name,logo, and so on to certain associations inmemory.•It helps the customers to understand to whichproduct or service category the particular brandbelongs to and what products and services aresold under the brand name.
TYPES OF BRANDA) 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 Brand3. Regional Brand4. National Brand
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:
Consumer brand preference• Consumer recognize brands by building favorableattitudes towards them & through the purchasedecision process.• Brand preference is understood as a measure ofbrand loyalty in which a consumer exercises hisdecision to choose a particular brand in presence ofcompeting brands.• This research aims at discussing the cognitivefactors that determine brand preference amongconsumers based on empirical research.• The study reveals that higher brand relevance andtrust build strong the association of consumers withbrand in long-run.
PRODUCT Products are tangible, physical itemsthat you can hold in your hands or see withyour 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 theirown life-cycle.•The product life cycle goes through multiplephases, involves many professional disciplines, and requires many skills, tools and processes.•Product life cycle (PLC) has to do with the lifeof a product in the market with respect tobusiness/commercial costs and sales measures.
CONT..There are four stages in product life cycle.These are:Market introduction stageGROWTH STAGEMATURITY STAGESATURATION AND DECLINE STAGE
RESEARCHResearch is an endeavour to discover answers tointellectual and practical problems through theapplication of scientific method.“Research is a systematized effort to gain newknowledge”.Research is the systematic process of collecting andanalyzing information (data) in order to increase ourunderstanding of the phenomenon about which we areconcerned or interested.
METHODS OF RESEARCH1. PRIMARY RESEARCH:2. SECONDARY RESEARCH: TYPES OF RESEARCH:1. Qualitative research:2. Quantitative research
BRANDS OF BREADSSHALIMAR :40WIBS :25BROWN BREAD :30KISAN :38SUPER :35MODERN :33 SHALIMAR WIBS BROWN BREAD KISAN SUPER MODERN
DATA ANALYSIS•After the research we came to know that there are manybrands of Tea like taj, Tata tea, red label, society, etc. anddifferent-different consumers uses different brands of teaas per their choice, taste, colour, etc.•As we have surveyed and came across that the number ofconsumers for taj tea is 20 %, consumers for tata tea is35%, red label is 42%, Society tea is 86%, taza tea is17%. After this we came to know that the consumer forthe Soceity tea is maximum as compared to any otherbrands of tea.
DATA ANALYSIS•We have notice that after asking questions relating tomanufacturer name, we came to know that the majority ofthe consumer does not know the name of the manufacturernameor they do not remember the name of the manufacturer.From the above data it is clear that Majority of theconsumer had answered NO i.e. 126% and very lesspercentage of the consumer knows the name of themanufacturer i.e. 74%.
GENDER WISE RESPONDENTS.MALE :78FEMALE :122 MALE FEMALE
DATA ANALYSIS Above research was done by us and wecame across that the respondents for thequestions were answered are majority more offemale than the male. The number of respondentsof female was 122% and male was 78% which isless than as compared to the female. Mostly thenumber of respondents in female was Housewives.
DATA ANALYSIS•While doing the research we had used the questionnairemethod through which we had asked several questions to therespondents. From the respondents data we came to knowthat the respondents were of different status like some ofthem are students, professionals. Housewives, businessman.•The Students respondents was 55%, professionalsrespondents was 38%, housewives respondents was65%, and businessman respondents was 42%.
BRANDS OF TEATAJ :20TATA TEA :35RED LABEL :42SOCIETY :86TAZA :17 TAJ TATA TEA RED LABEL SOCIETY TAZA
DATA ANALYSISAfter the research we came to know that thereare many brands of Tea like taj, tata tea, redlabel, society, etc. and different-differentconsumers uses different brands of tea as pertheir choice, taste, colour, etc.As we have surveyed and came across that thenumber of consumers for taj tea is 20%, consumers for tata tea is 35%, red label is42%, Society tea is 86%, taza tea is 17%. Afterthis we came to know that the consumer for theSoceity tea is maximum as compared to any otherbrands of tea.
MANUFACTURER NAMEYES :58NO :142 150 100 YES NO 50 0 YES NO
DATA ANALYSISWe have notice that after asking questions relating tomanufacturer name, we came to know that the majority ofthe consumer does not know the name of the manufacturername or they do not remember the name of themanufacturer. From the above data it is clear that Majority of theconsumer had answered NO i.e. 162% and very lesspercentage of the consumer knows the name of themanufacturer i.e. 38%.