1) The document analyzes brand awareness and perception of Red Chief leather footwear products in Kanpur City, India. It assesses brand image, attitudes, and value drivers when purchasing shoes. 2) A sample of 88 consumers were surveyed using a structured questionnaire. Most respondents were male students with a monthly income under Rs. 10,000. 3) The findings show high brand awareness of Red Chief but also perceptions that it is costly. Advertising and quality were major brand influences.

1. Synopsis
on
MEASUREMENT OF BRAND AWARENESS AND
BRAND PERCEPTION
at
Submitted in the partial fulfilment of two year degree in
MBA (MARKETING)
Faculty Mentor: Submitted By:
Dr.Rajkiran Prabhakar Aditya chaturvedi
Assistant Professor Enrolment No. – 380081
IM-BHU Exam Roll No.- 15423MBA062

2. Company Introduction
LGPL incorporated its business under parent company RSPL Limited. RSPL Limited
established in year 1988, currently owns some of India’s leading FMCG brands like
‘GHARI’ detergent, having a total sales turnover of 750 Million US$. Apart from
FMCG products, RSPL also has major presence in Footwear, Wind Energy, Real Estate
& Dairy products business.
In the year 1995, company started its leather & footwear business and launched its
leather footwear brand – ‘RED CHIEF’ for Indian market. Currently daily production
of RED CHIEF is more than 6,000 pairs of Leather Footwear.
With continuous success in market, company started exporting leather footwear
globally and to mark presence in international market, at present company has 3 export
footwear manufacturing units collectively having total production capacity to produce
approx 4,000 pairs per day.
To support its large footwear manufacturing business, LGPL has its own Tannery
capable of tanning a huge variety of high quality Cow, Buffalo, Goat Leathers.
LGPL is one of the biggest leather footwear manufacturer based in North India having
a large infrastructure including its own tannery. The tannery is completely integrated
tanning unit and is capable of tanning from raw hides to finished leather.
In totality, LGPL has 7 leather footwear manufacturing units spread over North India
to fulfill needs of International & Domestic market, out of these, 3 units, are fully
dedicated to export which are installed with latest machinery and having production
capacity of 4000 pairs per day.
Each unit is administered by highly skilled and technically qualified personal to produce
high quality of Mens, Ladies & Kids Footwear for its customers in UK, USA and
EUROPE.

3. Research Methodology
A) Objectives
PRIMARY OBJECTIVE
 To assess the brand awareness and perception of Red Chief products among the
customers in Kanpur city.
SECONDARY OBJECTIVE
The following are considered to be the secondary objectives of this research study:
 To analyse the brand image, perceptions and attitudes of the target audience with regard
to the corporate Red Chief brand as well as the products and personality of the
Red Chief brand.
 To evaluate the value drivers for the target audience when purchasing Leather Shoes &
Sandals.
B) Research Design
Research design is the framework or plan for a study that guides the collection and
analysis of the data. It is a map or blue print according to which research is to be
conducted. The research design is given below,
NATURE OF RESEARCH:
The research design followed for this study is descriptive research for analyzing the
collected data, an in-depth research analysis was framed and various statistical tools
and techniques were also used for the purpose.

4. DESCRIPTIVE RESEARCH:
Descriptive research includes surveys and fact-findings inquiries of different kinds. The
Major purpose of descriptive research is description of the state of affairs as it exists at
present. The methods of research utilized in descriptive research are survey methods of
all kinds, including comparative and correlation methods.
C) Sampling
1) POPULATION:
 Population or universe can be defined as the complete set of items, which are of
interest in any particular situation. In case of population data is collected from each
and every unit.
 Consumer of Kanpur City.
2) SAMPLE:
Sample denotes only a part of the universe which is studied and conclusions are drawn
on this basis for the entire universe.
3) SAMPLE SIZE:88.
4) SAMPLING TECHNIQUES: Convenience Sampling.
5) SAMPLE METHOD: The methodology adopted to collect the primary data was
interview schedule, which includes a structured questionnaire to be given to the
respondents, the respondents would be guided by the interviewer to fill the
questionnaire and direct observation method was also adopted.

5. DATA ANALYSIS
Finding
• It is inferred that 61.4% people who responded for the questionnaire is students.
• The chart denotes 87.5% of respondents who answered the questionnaire are
male.
• It is inferred that 59.1% of respondent’s income level less than Rs. 10,000.
• It shows that 95.5% of respondents are aware of Red Chief.
• It is observed that customers prefer purchasing Red Chief for its quality.
• It is inferred that only 12% of respondents strongly agree Red Chief is their 1st
preference.
• It is found that Red Chief influenced 57.1% of its customers through
advertisements.
• It denotes that 70.7% of respondents feel Red Chief is costly.
• It is inferred that 42% of respondents feel the advertisement is good.
• It is observed that only 70.5% of respondents are aware of the ambassador.
• It is observed that the satisfactory level of 61.2% majority respondents is
satisfied.
• The chart denotes 50% of the respondents feel the price of Red Chief in high
• It shows that 95.5% of respondents are aware of Red Chief.
• It is observed that customers prefer purchasing Red Chief for its quality.
• It is found that Red Chief influenced 57.1% of its customers through
advertisements.

6. Suggestion
After the completion of the project use would like to suggest following finding which
were drawn through consumer and retailer’s survey.
 Company should be dynamic in nature with the changing fashion trends and
style.
 During the survey we have analyses that hording and banner plays a role of
capture the market. So hording and banner should be placed at the main place,
cross road and offices of the city.
 Company should have its own exclusive retail outlet in the main market.
 Company need to increase their product availability in local market outlets and
showrooms.
 Consumers are not very aware about various promotional activities due to lack
of advertisement.
 Company has to take a strategic decision on price reduction because at the time
of interview many consumers and retailer’s says that price of Red Chief
product is quite high in comparison to other brand product.
 Marketing & advertising services should be improved in order to improve
awareness as well as perception level of consumers. Company need to
advertise their product on electronic media.
 Company has to increase variety in women product such as Boots and
Wedges.
 There is need to increase the satisfaction level of consumers by making regular
basis surveys and to know about their wants toward the product.
 Company need to target lower class family for increment in market share.

7. Conclusion
After analyses the data collected from Customer and Retailers surveys, we get the
following conclusion.
 New brand are emerging in the market other than existing ones and they capturing the
market share. These brands include Franco Leone, Picasso etc.
 The Branded shoes between the price ranges 1000-1500 have maximum sales.
 The student is influenced with the range, design and style but service class person prefer
quality.
 Persons emphasize more on the price, quality, durability and discount.
 Advertisement can play a major role to make people know about the product of
company and also build brand value.
 Electronic media is the first choice of customer followed by print media.
 Most of the consumer buys the leather shoes as per requirements, but there is also some
increase in sale during festival season.
 The most important factor to increase the sale is quality, under the quality comfort and
durability of leather shoes are the most influencing.
 Reduction in price of branded shoes affects the sales to great extent.
 The minimum guarantee period of a leather shoes demanded by customer is of one year.
 Retailers affect the behaviour of a consumer up to great extent.
 Company should emphasize more on improving quality.
 Woodland gives a competition to Red Chief in market.
 Advertisement is most effective factor to increase the sales.