L'OREAL PARIS Brand awareness and brand perception
MEASUREMENT OF BRAND AWARENESS AND BRAND PERCEPTION A PROJECT REPORTSUBMITTED IN PARTIAL FULLFILMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION BY PRINTHYA.R INDIAN SCHOOL OF SCIENCE AND MANAGEMENT CHENNAI-600041 UNDER THE GUIDANCE OF MISS. MANI PRIYA CENTRE FOR PARTICIPATORY AND ONLINE PROGRAMME BHARATHIAR UNIVERSITY COIMBATORE-641046 DECEMBER-2012
DECLARATIONI hereby declare that this project work titled “MEASUREMENT OF BRAND AWARENESSAND BRAND PERCEPTION” is a record of original work done by me under the guidance ofAsst.Prof. Ms. MANI PRIYA and that this project work has not formed the basis for the awardof any Degree/Diploma/Associate ship/ Fellowship or similar title to any candidate of anyuniversity. Signature of the candidate PRINTHYA.RPlace:Date: Signature of the guide Ms. Mani Priya
CERTIFICATEThis is to certify that the project work entitled “MEASUREMENT OF BRANDAWARENESS AND BRAND PERCEPTION’’ submitted to Bharathiar University in partialfulfillment of the requirements for the award of the Degree of Master of Business Administrationin “INDIAN SCHOOL OF SCIENCE AND MANAGEMENT” is a record of original workdone by PRINTHYA. R under my supervision and guidance and that this project work has notformed the basis for the award of any Degree/Diploma/Associate ship/Fellowship or similar titleto any candidate of any university.Date: Signature of the GuideSubmitted for the University Examination held on _____________________INTERNAL EXAMINER EXTERNAL EXAMINER
ABSTRACT The project highlights on the topic of “The measurement of brand awareness and brandperception” The main purpose of the study is to determine the brand image, perception, attitudes andbehavior of the target audience with regard to the corporate L‟Oreal Paris brand as well as theproducts and personality of the L‟Oreal Paris. This also denotes the purchasing pattern ofcustomers towards the brand. The research methodology adopted for this study is descriptive. A descriptive study isundertaken in order to ascertain and be able to describe the characteristics of the variable ofinterest in a situation. As far as data is concerned structured undisguised questionnaire was usedto collect the primary data. The sampling technique involved in this research is stratified sample,and the questionnaires are distributed to a sample size of 100 Analysis techniques are used to obtain finding and arrange information in a logical sequencefrom the raw data collected. The tools that are used for analysis are Charts, Percentage, Analysis,and Interval estimation. From this study we can come to conclusion that high level of brand awareness is animportant driver with regard to influencing purchasing behaviour. Majority of the customersbelieve that the branded products will have a good quality, the opinion about the brandedproducts will always be positive among the customers. This research clearly reveals that brandedproducts are always status related and enhances the sales of the products. L‟Oréal has to developactions to enhance the brand imagery that this group associates with the L‟Oréal brandpositively. These actions should lead to long-term strategic and market-related benefits (e.g.market share) for L‟Oréal within the target audience of this study.
S.NO TITLE PAGE NO Executive summary List of tables List of charts CHAPTER-1 Introduction Objectives of the study Scope of the study Limitation CHAPTER-22.1 Review of literature CHAPTER-33.1 Industry profile CHAPTER-44.1 Research methodology CHAPTER-55.1 Data analysis & interpretation CHAPTER-66.1 Findings CHAPTER-77.1 Recommendations CHAPTER-88.1 Conclusion BIBLIOGRAPHY ANNEXURE
LIST OF TABLESS.NO PARTICULARS PAGE.NO5.1 TABLE SHOWING THE OCCUPATION PROPORTION OF THE RESPONDENTS.5.2 TABLE SHOWING THE GENDER PROPORTION OF THE RESPONDENTS.5.3 TABLE SHOWING THE INCOME LEVEL OF THE RESPONDENTS.5.4 TABLE SHOWING RESPONDENTS WHO ARE AWARE OF L‟OREAL PARIS5.5 TABLE SHOWING THE AWARENESS OF L‟OREAL PARIS‟S PRODUCTS5.6 TABLE SHOWING CONSUMER‟S BUYING ASPECT OF L‟OREAL PARIS‟S PRODUCTS5.7 TABLE SHOWING CUSTOMER‟S 1st PREFERENCE TOWARDS L‟OREAL PARIS‟S5.8 TABLE SHOW‟S HOW RESPONDENTS CAME TO KNOW ABOUT L‟OREAL PARIS‟S5.9 TABLE SHOWING WHETHER L‟OREAL PARIS IS COSTLY?5.10 TABLE SHOWING CUSTOMER‟S OPION TOWARDS L‟OREAL PARIS‟S ADVERTISEMENT5.11 TABLE SHOWING THE CUSTOMERS PURCHASING PATTERN OF L‟OREAL PARIS5.12 TABLE SHOWING THE AVAILIBILITY OF L‟OREAL PARIS IN ALL OUTLETS5.13 TABLE SHOWING PROPOTIONATE OF RESONDENTS AWARE OF L‟OREAL PARIS AMBASSADOR5.14 TABLE SHOWING PROPOTIONATE RESPONDENTS AWARE OF MEN‟S PRODUCT5.15 TABLE SHOWING THE SATISFACTORY LEVEL OF RESPONDENTS5.16 TABLE SHOWING THE PRCE COMPARISON OF L‟OREAL PARIS WITH OTHER PRODUCTS5.17 TABLE SHOWING BUDGET FOR COSMETIC OF RESPONDENTS PER MONTH
LIST OF CHARTS.NO PARTICULARS PAGE.NO5.1 CHART SHOWING THE OCCUPATION PROPORTION OF THE RESPONDENTS.5.2 CHART SHOWING THE GENDER PROPORTION OF THE RESPONDENTS.5.3 CHART SHOWING THE INCOME LEVEL OF THE RESPONDENTS.5.4 CHART SHOWING RESPONDENTS WHO ARE AWARE OF L‟OREAL PARIS5.5 CHART SHOWING THE AWARENESS OF L‟OREAL PARIS‟S PRODUCTS5.6 CHART SHOWING CONSUMER‟S BUYING ASPECT OF L‟OREAL PARIS‟S PRODUCTS5.7 CHART SHOWING CUSTOMER‟S 1st PREFERENCE TOWARDS L‟OREAL PARIS‟S5.8 CHART SHOW‟S HOW RESPONDENTS CAME TO KNOW ABOUT L‟OREAL PARIS‟S5.9 CHART SHOWING WHETHER L‟OREAL PARIS IS COSTLY?5.10 CHART SHOWING CUSTOMER‟S OPION TOWARDS L‟OREAL PARIS‟S ADVERTISEMENT5.11 CHART SHOWING THE CUSTOMERS PURCHASING PATTERN OF L‟OREAL PARIS5.12 CHART SHOWING THE AVAILIBILITY OF L‟OREAL PARIS IN ALL OUTLETS5.13 CHART SHOWING PROPOTIONATE OF RESONDENTS AWARE OF L‟OREAL PARIS AMBASSADOR5.14 CHART SHOWING PROPOTIONATE RESPONDENTS AWARE OF MEN‟S PRODUCT5.15 CHART SHOWING THE SATISFACTORY LEVEL OF RESPONDENTS5.16 CHART SHOWING THE PRCE COMPARISON OF L‟OREAL PARIS WITH OTHER PRODUCTS5.17 CHART SHOWING BUDGET FOR COSMETIC OF RESPONDENTS PER MONTH
1.1 INTRODUCTION The average person is exposed to 2500 advertising messages per day through various mediachannels such as billboards, magazines and newspapers, television, radio, online etc. As humanbeings, we have a limited amount of „storage space‟ in which we retain these brands and it istherefore very important for the future success of brands that the people in charge of managingthem are aware of who the target audience is, what it is in their lives that they want brands tofulfil, and how the current image, perception or attitude of YOUR brand compares to that of yourcompetitors‟ brands. Nowadays, a successful brand can be a determining factor in whether or not a business issuccessful (Haig, 2004). The process of branding involves creating and managing an identity foryour brand through which a clear message is expressed. It is important that the values andimages associated with the brand are clearly identified by the organization, regularly „checked‟to determine whether they are (still) relevant and consistently portrayed at every touch point withthe consumer. It is vital that the manufacturers / marketers of the brand understand what theconsumers‟ wants and needs are and that they are able to anticipate what they will be in thefuture. „Smart‟ organizations understand how important it is to create an emotional link betweenbrands and consumers, and even form relationships with them, in order to create a situation ofloyal consumers rather than just satisfied consumers. The purpose of this research report is toperform a brand audit in order to measure the brand image of the corporate L‟Oréal brand. This will / should prove to be valuable information for L‟Oréal as it will inform them as towhether or not their current brand positioning is aligned with what the consumer desires, andthrough uncovering the current brand image profile, L‟Oréal will be aware of whether or notaction is needed in order to improve the image.
1.2 OBJECTIVE OF THE STUDYPRIMARY OBJECTIVE To audit the measurement of brand awareness and brand perception.SECONDARY OBJECTIVEThe following are considered to be the secondary objectives of this research study: To measure / determine the brand image, perceptions, attitudes and behavior of the target audience with regard to the corporate L‟Oréal brand as well as the products and personality of the L‟Oréal brand. To measure / determine the value drivers for the target audience when purchasing cosmetic, hair and body products. To interpret the results of the measurements based on statistical analysis.
1.3 SCOPE OF THE STUDY This study helps to find the impact of the brand names among customers with reference to To find how far people are aware and attracted towards the brand name of particular product. The satisfaction level of the customers in different ways towards the branded products, can be studied through this project. To find the relationship between the quality of the product and its brand name.
1.4 LIMITATIONS OF THE STUDY The survey was limited to Chennai city due to the limitation of time. The study was conducted under of assumption that the information given by the respondents is authentic. The respondents were reluctant to answer due to their busy schedule. Many respondents were biased in their responses.
2.1 REVIEW OF LITERATURE Hanna Bornmark, Kristianstad University According to theory, consumer choose a brand they recognize, before an unfamiliar brand. Ifthe consumer do not choose according to theories, what are the factors that have a greater effecton the buying behaviour? There is not much research about the effect of brand awareness on brand choice, which iswhy this subject was investigated. One of the purpose of this dissertation was to do a researchabout brand awareness, to see to what extent it matters when purchasing the first time in anunfamiliar environment. One of the objectives was to determine if there were any differences inbuying behaviour between the choosen cultures. The research group was limited to the studentsfrom China, India and Iran at Kristianad University. Due to the low number of participants fromIndia, we had to exclude them from our analysis. The research questions were important since they structured the problem that was to beanswered and made it easier to limit the scope of the dissertation. The questionnaire that washanded out reflected our research questions. This made it possible to observe which product thestudents recognized most and which product recognized the least. The conclusion of the dissertation was that all investigated factors had some importance forchoice of brand, while quality had a greater effect on brand choice than brand awareness.Further, there was no difference in buying behaviour between the cultures. Finally, it was notpossible to state any difference in buying behaviour the first time compared to today.
Stephenn Webb Brand awareness and perception is important when trying to market a product or service intoa new or already established market. This study‟s focal point rests on the ultimatequestions:”How does brand awareness and perception affects consumer purchasing?”. Theprocess involves a comprehensive understanding of the most current literature on marketing andmarketing theories, as well as a thorough review of three company rebranding case studies and acomparison between them all, and an in-depth look at the design elements and features ofbranding and the branding process. Additionally, interviews were undertaken, as well ascompiling survey data pertaining to each of four predetermined objective to back up theresearched literature. This research determines that brand design as a significant impact onconsumer purchasing. Ingrid Staisch, University of Stellenbosch The purpose of this introductory chapter is to introduce the reader to brands, as well asthe widely researched field of consumer behaviour. The primary field of research with whichthis study is concerned is „Branding‟. However, the author felt it also necessary to introducethe reader to some of the theories on consumer behaviour due to the fact that there are manysimilarities between these closely related fields of research and that many concepts and theoriesin consumer behaviour are used throughout this research report.
3.1 INDUSTRY PROFILE Cosmetics have been in shape for many years, the earliest documented use of cosmetics isaround 4000BC way back in ancient Egypt days where eye decoration and scents becamecommon place. From then to now, very little has changed in the use of cosmetics, they are stillused to contour and highlight the skin and features. The word "Cosmetics" is a rather broad term targeted towards many market sectors, itsdictionary definition is; “A powder, lotion, lipstick, rouge, or other preparation for beautifyingthe face, skin, hair, nails, etc.” Cosmetics, superficial measures to make something appear better,more attractive, or more impressive: A sub category of "Cosmetics" is "Makeup" thisencompasses most modern day beauty products and is targeted to Facial cosmetics such as EyeShadow, Lipstick, Mascara etc. Todays Cosmetic market place is a huge global economy worth approximately $40 billion,mostly generated in the western countries but it is ever expanding into other global markets andthese expand. One of the best known and oldest cosmetic providers is LOreal. LOreal firststarted in 1909 specializing in hair colouring products in France, this grew rather rapidly andeventually caught the eye of some now established cosmetics companies in the USA. The year1910 was when the likes of Max Factor, Elizabeth Arden and Helena Rubinstein began theirglobal domination of this now lucrative market. These companies were not joined by any otherstill Revlon joined in shortly before WWII and Estee Lauder just after WWII.
The cosmetics industry has developed rather rapidly since these early days of limitedproducts as the quest for beauty has become ever more important. Brands are now represented bykey celebrities around the world in a bid to increase the market share of this $40 billion industry.The modern Cosmetics range includes: Skincare, Lotions, Powders, Perfumes, Lip Colour, Nailpolishes, Eye Makeup, Face Makeup, Hair Colour, Hair Care, Baby products, Bath Products,Party Makeup, Special FX makeup. As with any growing industry using chemicals, theCosmetics industry has been in resistance with Governing bodies from the word go as it broughtinto question the chemicals in use with these products. Most countries now have a governingbody controlling the quality of allowable ingredients used within cosmetic products; the USAhas the FDA (Food & Drug Administration). The FDA is a government Department of Healthand Human Services and is responsible for the safety regulation of many things includingCosmetics. Because of the involvement of this regulation it has forced many companies to lookat the ingredients used and eliminate some of the synthetic ingredients, thus the trend of the new"Good for you" makeup. Many products now available boast not only a visible benefit to the skin but a nutritional onealso. In terms of development cosmetics could be viewed as take a step back in the historytimeline to ancient Egypt times. For years synthetic ingredients have replaced natural ones due totheir ease to work with and the visible results. With that in mind these governing organizationshave benefited the consumer, giving them better products using Natural or Organic materials.Natural products contain mineral and plant ingredients and organic products are made withorganic agricultural products. So when on the next makeup shopping spree bear a thought forwhat is on sale and weight up the price verses the benefits, as Natural Mineral makeup may have
more of an impact on the wallet, but will come with the added benefit in protecting andnourishing the skin. 4. RESEARCH METHODOLOGY4.1 INTRODUCTION Research refers to search of knowledge. The pattern in which a research is carried out toarrive at a conclusion or to final new relationship within a particular framework is calledresearch methodology. Research methodology also refers to the various sequences, steps to beadopted by a researcher to study a problem with certain objectives in view.4.2 RESEARCH DESIGN Research design is the framework or plan for a study that guides the collection and analysisof the data. It is a map or blue print according to which research is to be conducted. The researchdesign is given below, A) NATURE OF RESEARCH:The research design followed for this study is descriptive research for analyzing the collecteddata, an in-depth research analysis was framed and various statistical tools and techniques werealso used for the purpose. B) DESCRIPTIVE RESEARCH :Descriptive research includes surveys and fact-findings enquiries of different kinds. The Majorpurpose of descriptive research is description of the state of affairs as it exists at present. Themethods of research utilized in descriptive research are survey methods of all kinds, includingcomparative and correlation methods.
4.3 DATA TYPE:The two main types of data for present study have been primary data and secondary data. A) PRIMARY DATAPrimary data is collected in the form of questionnaire. Through the questionnaire which consistsof a number of questions printed in a definite order on a set of forms, the respondents wereexpected to read and understand the questions itself. The respondents need to answer thequestions on their own and according to their perception. B) SECONDARY DATA:Secondary data consists of information that already exists. Somewhere, having been collected forspecific purpose in the study. The secondary data for this study was collected from variousbooks, internet etc.4.4 SAMPLING4.4.1 POPULATION:Population or universe can be defined as the complete set of items, which are of interest in anyparticular situation. In case of population data is collected from each and every unit.4.4.2 SAMPLE:Sample denotes only a part of the universe which is studied and conclusions are drawn on thisbasis for the entire universe.
4.4.3 SAMPLE SIZE:Size of the sample means the number of sampling units selected from the population for theinvestigation.Sample size = (Z2* P * Q) / (E2) Where, p = no. of. Success q = no. of failures z = 95% confidence level e = 5% error levelSample size = (Z2* P * Q) / (E2) = (1.962(14/15) (1/15))/0.052 =95Here the sample size is fixed as 184.108.40.206 SAMPLE METHOD: The methodology adopted to collect the primary data was interview schedule, which includesa structured questionnaire to be given to the respondents, the respondents would be guided by theinterviewer to fill the questionnaire and direct observation method was also adopted.QUESTIONNAIRE The study relies to a great extent on primary data and some extent to secondary data. In orderto gather primary data from the respondents a non-disguised questionnaire was designed,keeping in view the objectives of the study.
The questionnaire consists of the following type of questions:DICHOTOMOUS:Here the questions asked have only two alternatives from which the respondents were free tochoose one. An example question is quoted below is used in the questionnaire Do you give preference to branded mobiles while buying cellular phones? a) Yes b) NoOPEN ENDED QUESTION:Here the respondents are given full freedom to answer anything. Open ended questions are thetype of question used to get suggestion from the respondent in order to give feedback to theorganizationMULTIPLE CHOICES:Here the questions asked have a set of given alternatives from which the respondents may chooseone or more alternatives. Which mobile you like to prefer? a) Sony b) Samsung c) Micromax d) HTC e) NokiaCLOSED ENDED QUESTION:
These types of questions do not allow the respondents to give answer freely. Closed endedquestion are the type of questions with a clear delineated set of alternatives that confine therespondents to choose one of them.TYPES OF QUESTIONNAIRE:These are four types of questionnaire technique used for questionnaire preparation these are asfollows: Non disguised structural Non disguised non structural Disguised non structural Disguised structuralThe non-disguised structural questionnaire was used for the study. This approach influences astandardized questionnaire to collect data on beliefs and attitude from the respondents. Thepurpose of the study is revealed to the respondents.PRETESTING QUESTIONNAIRE:A pilot study was conducted by taking 10 samples to evaluate the effectiveness of thequestionnaire prepared and to determine the changes if any that have to be made in thequestionnaire to make it a more reliable one, the sample size taken for this study is 100.QUOTA SAMPLING:In stratified sampling the cost of taking random samples from individual strata is often soexpensive that interviewers are simply given quota to be filled from different strata, the actualselection items for sample being left to the interviewer‟s judgment, this is called quota sampling.The size of the quota for each stratum is generally proportionate to the size of that stratum in thepopulation. Quota sampling is thus an important form of non-probability sampling.
PERIOD OF STUDY:The period of study has been from December 7th – 17th 20124.5 STATISTICAL TOOLS:INTERVAL ESTIMATION: An interval estimate is a statement of two values between which it is estimated that theparameter lies. An interval estimate would always be specified by two values i.e., the lower oneand upper one. In the statistics research study, estimation is considered with the method by whichpopulation‟s character is estimated from sample information. It is called an estimate. Intervalestimation is the range of values used to estimate a population parameter.The formula is = p 1.96 pq / n q = 1-pWhere, p = success value q = failure value n = sample size 1.96 = table value of 0.05CHARTS:Bar chart and pie charts are used to get a clear look of the tabulated values.PERCENTAGE ANALYSIS: Percentage analysis refers to a special kind of ratio. Percentages are used in makingcomparisons between two or more series of data. Percentage relates the data figure with the basefigure studied.
d = 100 Where, d = number of respondents n n = base or the sample group TABLE NO 5.1 TABLE SHOWING THE OCCUPATION PROPORTION OF THE RESPONDENTS PARTICULARS RESPONDENTS PERCENTAGEGOVERNMENT 9 7%EMPLOYEEPRIVATE EMPLOYEE 58 43%SELF EMPLOYEE 18 13%STUDENTS 40 30%OTHERS 10 7%TOTAL 135 100
CHART NO. 5.1CHART SHOWING THE OCCUPATION PROPORTION OF THE RESPONDENTS GOVERNMENT EMPLOYEE PRIVATE EMPLOYEE SELF EMPLOYEE STUDENT OTHERS 7% 7% 30% 43% 13%
INFERENCE: It is inferred that 43% people who responded for the questionnaire is private employee. TABLE NO. 5.2 TABLE SHOWING THE GENDER PROPORTION OF THE RESPONDENTS PARTICULARS RESPONDENTS PERCENTAGE MALE 77 57% FEMALE 58 43% TOTAL 135 100
CHART NO. 5.2CHART SHOWING THE GENDER PROPORTION OF THE RESPONDENTS 43% 57% MALE FEMALE
INFERENCE: The chart denotes 57% of respondents who answered the questionnaire aremale. TABLE NO. 5.3TABLE SHOWING THE INCOME LEVEL OF THE RESPONDENTS PARTICULARS RESPONDENTS PERCENTAGERs.10,000- Rs.20,000 21 20%Rs.21,000-Rs.30,000 58 56%Rs.30,000 ABOVE 25 24% TOTAL 104 100
CHART 5.3CHART SHOWING THE INCOME LEVEL OF THE RESPONDENTS 70 60 50 No of respondents 40 30 56% 20 24% 10 20% 0 RS.10,000-20,000 RS.21,000-30,000 RS.30,000 ABOVE Income
INFERENCE: It shows that 56% of respondent‟s income level falls between Rs.21,000-Rs.30,000. TABLE NO. 5.4 TABLE SHOWING THE NO OF RESPONDENTS WHO ARE AWARE OF L‟OREAL PARIS PARTICULARS RESPONDENTS PERCENTAGE YES 122 90% NO 13 10% TOTAL 135 100
CHART NO. 5.4CHART SHOWING THE RESPONDENTS AWARE OF L‟OREAL PARIS 10% YES NO 90%
INFERENCE: It is shown that 90% of respondents are aware of L‟Oreal Paris. CALCULATION OF INTERVAL ESTIMATIONGiven:p=States the number of Yesq=States the number of Non=No of Respondentsn=100p=93/135=0.69q=42/135=0.31Zα=1.96Interval estimation at 95% confidence level isP-1.96 , P+1.96=0.69 -1.96 , =0.69+1.96=0.69-0.078 , =0.69+0.078=0.612 , =0.768=60% , =77%
ConclusionIt is concluded that after the training program, the employee‟s are regularly practicing thetraining process which lies in between 25% to 44% TABLE 5.5 TABLE SHOWING THE AWARENESS OF L‟OREAL PARIS‟S PRODUCTS PARTICULARS RESPONDENTS PERCENTAGE YES 93 69% NO 42 31% TOTAL 135 100
CHART NO. 5.5CHART SHOWING THE AWARENESS OF L‟OREAL PARIS‟S PRODUCTS NO 31% YES 69%
INFERENCE: It shows that L‟Oreal Paris product is aware for 69% of people. TABLE NO. 5.6 TABLE SHOWING CONSUMER‟S BUYING ASPECT OF L‟OREAL PARIS‟S PRODUCTS PARTICULARS RESPONDENTS PERCENTAGEPRICE 6 9%QUALITY 60 43%PACKAGING 9 6%FRAGRANCE 23 16%BRAND IMAGE 37 26%
TOTAL 135 100 CHART NO.5.6CHART SHOWING CONSUMER‟S BUYING ASPECT OF L‟OREAL PARIS‟S PRODUCTS
50 43% 45 40 35 No. of Respondents 30 26% 25 20 16% 15 9% 10 6% 5 0 PRICE QUALITY PACKAGING FRAGRANCE BRAND IMAGEINFERENCE: It is observed that customers prefer purchasing L‟Oreal Paris for its quality. TABLE NO. 5.7 TABLE SHOWING CUSTOMER‟S 1st PREFERENCE TOWARDS L‟OREAL PARIS‟S
46% 50 45 40 34% 35 No. of Respondents 30 25 20 15 9% 7% 10 4% 5 0 STRONGLY AGREE NEUTRAL DISAGREE STRONGLY AGREE DISAGREE Consumers preferncesINFERENCE: It is inferred that only 12% of respondents strongly agree L‟Oreal Paris is their 1st preference. TABLE NO. 5.8TABLE SHOW‟S HOW RESPONDENTS CAME TO KNOW ABOUT L‟OREAL PARIS‟S
PARTICULARS RESPONDENTS PERCENTAGEADVERTISEMENT 81 60%FRIENDS 24 18%INTERNET 14 10%WORD OF MOUTH 7 5%INFLUENCEMAGAZINE 10 7% TOTAL 135 100 CHART NO. 5.8CHART SHOW‟S HOW RESPONDENTS CAME TO KNOW ABOUT L‟OREAL PARIS‟S
MAGAZINE WOROF MOUTH INFLUENCE INTERNET FRIENDS ADVERTISEMENT 0 10 20 30 40 50 60 70 No. of RespondentsINFERENCE: It is found that L‟Oreal Paris influenced 60% of its customers throughadvertisements. TABLE NO.5.9 TABLE SHOWING WHETHER L‟OREAL PARIS IS COSTLY?
PARTICULARS RESPONDENTS PERCENTAGE YES 110 81% NO 25 19% TOTAL 135 100 CHART NO. 5.9CHART SHOWING WHETHER L‟OREAL PARIS IS COSTLY?
19% YES NO 81%INFERENCE: It denotes that 81% of respondents feel L‟Oreal Paris is costly. CALCULATION OF INTERVAL ESTIMATIONGiven:p=States the number of Yesq=States the number of No
n=No of Respondentsn=100p=110/135=0.81q=25/135=0.19Zα=1.96Interval estimation at 95% confidence level isP-1.96 , P+1.96=0.81-1.96 , =0.81+1.96=0.81-0.06440 , =0.81+0.06440=0.7444 , =0.8744=74% , =87%ConclusionIt is concluded that after the training program, the employee’s are regularlypracticing the training process which lies in between 25% to 44% TABLE NO. 5.10 TABLE SHOWING CUSTOMER‟S OPION TOWARDS L‟OREAL PARIS‟S ADVERTISEMENT
1% 26% 19% EXCELLENT GOOD FAIR BAD 54% WORSTINFERENCE: It is inferred that 73% of respondents feel the advertisement is good. TABLE NO. 5.11 TABLE SHOWING THE CUSTOMERS PURCHASING PATTERN OF L‟OREAL PARIS
PARTICULARS RESPONDENTS PERCENTAGEVERY OFTEN 7 5%REGULAR 29 21%SOMETIMES 56 42%OCCASIONALLY 26 19%NEVER BUY 17 13% TOTAL 135 100 CHART NO. 5.11 CHART SHOWING THE CUSTOMERS PURCHASING PATTERN OF L‟OREAL PARIS
45 42% 40 35 30 No. of Respondents 25 21% 20 19% 15 13% 10 5% 5 0 VERY OFTEN REGULAR SOMETIMES OCCASIONALLY NEVER BUY Consumer buying patternINFERENCE: The chart denotes 43% of the respondents purchase L‟Oreal Paris only sometimes. TABLE NO. 5.12 TABLE SHOWING THE AVAILIBILITY OF L‟OREAL PARIS IN ALL OUTLETS
PARTICULARS RESPONDENTS PERCENTAGE YES 73 54% NO 62 46% TOTAL 135 100 CHART NO. 5.12CHART SHOWING THE AVAILIBILITY OF L‟OREAL PARIS IN ALL OUTLETS
YES NO 46% 54%INFERENCE: It is inferred that the majority of respondents say L‟Oreal Paris is available in all outlets. TABLE NO. 5.13 TABLE SHOWING PROPOTIONATE OF RESONDENTS AWARE OF L‟OREAL PARIS AMBASSADOR
PARTICULARS RESPONDENTS PERCENTAGEAISHWARIYA RAI 73 54%OTHERS 21 16%NOT AWARE 41 30% TOTAL 135 100 CHART NO. 5.13 CHART SHOWING PROPOTIONATE OF RESONDENTS AWARE OF L‟OREAL PARIS AMBASSADOR
Aishwariya Rai 30% Others Not Aware 54% 16%INFERENCE: It is observed that only 54% of respondents are aware of the ambassador, 16% with wronganswer and other 30% is nil. TABLE NO. 5.14 TABLE SHOWING PROPOTIONATE OF RESPONDENTS AWARE OF MEN‟S PRODUCT
PARTICULARS RESPONDENTS PERCENTAGE YES 62 46% NO 73 54% TOTAL 135 100 CHART NO.5.14CHART SHOWING PROPOTIONATE OF RESPONDENTS AWARE OF MEN‟S PRODUCT
46% 54% YES NOINFERENCE: It is inferred that 54% of respondents are aware of men‟s product. TABLE NO. 5.15 TABLE SHOWING THE SATISFACTORY LEVEL OF RESPONDENTS
PARTICULARS RESPONDENTS PERCENTAGEHIGHLY SATISFIED 12 9%SATISFIED 56 41%NEUTRAL 61 47%DISSATISFIED 2 1%HIGHLY DISSATISFIED 4 2% TOTAL 135 100 CHART NO. 5.15 CHART SHOWING THE SATISFACTORY LEVEL OF RESPONDENTS
HIGHLY DISSATISFIED DISSATISFIED NEUTRAL SATISFIED HIGHLY SATISFIED 0 10 20 30 40 50 No. of RespondentsINFERENCE: It is observed that the satisfactory level of 47% majority respondents is neutral. TABLE NO. 5.16 TABLE SHOWING THE PRCE COMPARISON OF L‟OREAL PARIS WITH OTHER PRODUCTS
PARTICULARS RESPONDENTS PERCENTAGEVERY HIGH 30 22%HIGH 70 52%SAME 30 22%LOW 4 3%VERY LOW 1 1% TOTAL 135 100 CHART NO. 5.16 CHART SHOWING THE PRCE COMPARISON OF L‟OREAL PARIS WITH OTHER PRODUCTS
60 50 40 No. of Respondents 30 20 10 0 VERY HIGH HIGH SAME LOW VERY LOWINFERENCE:The chart denotes 52% of the respondents feel the price of L‟Oreal Paris in high. TABLE NO. 5.17 TABLE SHOWING BUDGET FOR COSMETIC OF RESPONDENTS PER MONTH
PARTICULARS RESPONDENTS PERCENTAGEABOVE Rs.50 28 21%Rs.150-Rs.300 36 27%Rs.300-Rs.500 45 33%ABOVE Rs.500 26 19%TOTALTA 135 100 CHART NO. 5.17 CHART SHOWING BUDGET FOR COSMETIC OF RESPONDENTS PER MONTH
33% 35 30 27% 25 21% No. of Respondents 19% 20 15 10 5 0 ABOVE Rs.50 Rs.150-Rs.500 Rs.300-Rs.500 ABOVE Rs.50INFERENCE: It is found that only 19% of respondent‟s budget is above 500. FINDINGS It is inferred that 43% people who responded for the questionnaire is private employee The chart denotes 57% of respondents who answered the questionnaire are male.
It is inferred that 56% of respondent‟s income level falls between Rs.21,000-Rs.30,000. It shows that 90% of respondents are aware of L‟Oreal Paris. It is shown that L‟Oreal Paris product is aware for 69% of people. It is observed that customers prefer purchasing L‟Oreal Paris for its quality. It is inferred that only 12% of respondents strongly agree L‟Oreal Paris is their 1st preference. It is found that L‟Oreal Paris influenced 60% of its customers through advertisements. It denotes that 81% of respondents feel L‟Oreal Paris is costly. It is inferred that 73% of respondents feel the advertisement is good. The chart denotes 43% of the respondents purchase L‟Oreal Paris only sometimes. It is observed that only 54% of respondents are aware of the ambassador, 16% with wrong answer and other 30% is nil. It is inferred that 54% of respondents are aware of men‟s product. It is observed that the satisfactory level of 47% majority respondents is neutral. The chart denotes 52% of the respondents feel the price of L‟Oreal Paris in high It is found that only 19% of respondent‟s budget is above 500. RECOMMENDATION The author suggests that L‟Oréal Paris concentrate on marketing and communicationefforts and adjust its advertising accordingly, in order to reflect a more accepted brand imagery
for the ethnic group with respect to the L‟Oréal brand, through meeting the desires, social andself-expressive needs of the this group more accurately. By identifying what it is that thissegment values the most in personal care products, the brand can adjust its value propositionaccordingly in order to increase its market share. By providing a superior value proposition, andmeeting the problems, desires and needs of the consumer more appropriately, the brand can headtowards enhancing and improving the customer satisfaction and loyalty metrics. The survey didgive an indication that the respondents valued functional and emotional benefits the most whenusing L‟Oréal products, but it is important for the organization to keep in mind that in thisindustry, functional benefits are very easily imitated. The organization has a more endurable, andsustainable competitive advantage when they consider their brand from a product perspective, anorganization perspective, a person perspective, as well as from a symbolic perspective. When thebrand only fixates on the product at hand, they are very susceptible to imitation. Only by viewingthe brand from the other three perspectives is the brand able to derive a more durable andsustainable value proposition. The author suggests that L‟Oréal focus on developing brandstrategies concerned with being able effectively to improve the satisfaction of emotional needson the part of the population in question. Solid and enduring brand relationships are importantdevelopments in this regard, and a manner in which this can be achieved is by encouragingloyalty (considered a brand asset) towards the brand by using tools such as incentiveprogrammes for the consumer. Through creating a loyal consumer base there is more of aguarantee of future sales and profits, which in turn contributes to positive brand equity,Incentives, or frequent- purchasing programmes, are just some of the ways in which L‟Oréal canimprove the preference for and loyalty towards the brand, which in turn would discourage brandswitching. CONCLUSION The various tests conducted on the data obtained from the implementation of the questionnaireallowed the author to understand the various drivers for purchasing personal care products. The
author could identify that a high level of brand awareness is an important driver with regard toinfluencing purchasing behaviour. A few analyses with regards to the desirability for the brandindicated that there was a difference in the levels of desire according to ethnicity. It was shownthat the ethnic group which had the most desire for the brand also displayed the most positivebehaviour with regard to purchases (behaviour). Further tests were performed which gave a clearindication that it is possible to see the effect that a favourable perception / attitude of thecorporate / product L‟Oréal brand has on influencing behavioural intention and ultimately theend behaviour (purchases). In terms of identifying whether or not the current value propositionof L‟Oréal is suited to the target audience, the overall impression of the author is that it would bea strategically important move if L‟Oréal were to try to develop a stronger emotional bond withtheir target audience, a well as to find ways in which to „sell‟ to the consumer unique self-expressive benefits which can be gained when using L‟Oréal branded products. The survey alsorevealed the weaker presence of L‟Oréal amongst the black ethnic group. The author believesthat this weakly tapped market could be a valuable additional income stream for L‟Oréal if theywere to develop actions to enhance the brand imagery that this group associates with the L‟Oréalbrand positively. These actions should lead to long-term strategic and market-related benefits(e.g. market share) for L‟Oréal within the target audience of this study. BIBLIOGRAPHYBOOKS: Aaker, D. A., 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name.
Philip Kotlar., Marketing Management. Research Methodology – C.R. KothariWEBSITES: http://www.forbes.com/technology/enterprisetech/2004/09/20/cx_ld_0920itloyalty.html .http://www.studymode.com/essays/Factors-Affecting-The-Location-Of-Retail- 578148.html http://en.wikipedia.org/wiki/LOr%C3%A9al http://www.slideshare.net/hemanthcrpatna/a-study-of-brand-awareness-and-brand-choice QUESTIONNAIRE L’OREAL PARIS I am PRINTHYA. R pursuing MBA in ISSM B. School. I’m here toundergo a project on “MEASUREMENT OF BRAND AWARENESS AND
BRAND PERCEPTION” in Chennai. I request you to kindly help me byfilling this questionnaire 1. Name: 2. Age: 3. Gender: Male Female 4. Occupation: Government Private Self student others employee employee employee 5. Income level: Rs.10000-20000 Rs.21000-30000 Rs.30000 Above 6. Are you aware of L’Oreal Paris: Yes No 7. If yes are you aware of various products of L’Oreal Paris? Yes No 8. What makes you to buy L’Oreal Paris: Price Quality Packaging Fragrance Brand image 9. L’Oreal Paris would be my 1st preference Strongly agree Agree Neutral Disagree Strongly disagree 10. How do you know about L’Oreal Paris? Advertisement Friends Internet Word of mouth influence Magazine
11. Do you think L’Oreal Paris is costly? Yes No12. How do you feel about the advertisements? Excellent Good Fair Bad Worst13. How frequently you purchase L’Oreal Paris products? Very often Regular Sometimes Occasionally Never buy14. Is L’Oreal Paris available in all outlets? Yes No15. Who is the Indian ambassador of L’Oreal Paris? _______________________________16. Are you aware of various men’s products? Yes No17. What is your satisfactory level towards L’Oreal Paris? Highly Satisfied Neutral Dissatisfied Highly satisfied Dissatisfied18. How is L’Oreal Paris price compared to other products? Very high High Same Low Very low19. Does L’Oreal Paris gives result as it is promising? Yes No20. What is your budget for cosmetics per month? Above Rs.50 Rs.150-300 Rs.300-500 Above Rs.500
21. What is the 1st word comes to your mind when you hear L’Oreal Paris? Quality Brand Cost Service Fragrance22. Do you think L’Oreal Paris is status oriented? Yes No23. Do you think L’Oreal Paris makes you to feel top of the world? Yes No24. Do you think L’Oreal is the leader of the cosmetic industry? Yes No25. If no who according to you is the leader? ____________________________26. Would you continue to buy L’Oreal Paris even if price rises? Yes No27. Do you prefer L’Oreal Paris brand to your friends and relatives? Yes No28. Few lines about L’Oreal Paris ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… ……………………………………………………………………………………………………….