Brand Awareness Among The Consumers Through Advertising

8/14/2019 Brand Awareness Among The Consumers Through Advertising

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AMITY UNIVERSITY

---------UTTAR PRADESH----------

AMITY SCHOOL OF FINE ARTS

A Project Report on

BRAND AWARENESS AMONG THE CONSUMERSTHROUGH ADVERTISEMENTS

2013-2014

SUBMITTED TO: SUBMITTED BY:

Mr. DANDESWAR BISOYI G. SHRI SRUTHII

ASST. PROFESSOR M.F.A(APPLIED ARTS)

ASFA 1st SEM

A2528313016


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DECLARATION

I am G. Shri Sruthii, student of M.F.A, 1st semester from the Dept. of

Fine Arts with specialization in Applied Art, have completed the present

study under the supervision of my subject teacher Mr. Dandeswar Bisoyi

(Asst. Prof), Dept. of Fine Arts, Amity University, Noida (U.P).

I hereby declare that, this report has not been published in any form or

any other examination purpose. I also admit that the above information

is up to the best of my knowledge.

Date:

Place:

Yours sincerely,

(G. SHRI SRUTHII)


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CERTIFICATE

This is to certify that my student G. SHRI SRUTHII, has prepared on

the topic "BRAND AWRENESS AMONG THE CONSUMERS

THROUGH ADVERTISEMENTS" under our supervision. She has

worked with great endeavour and zeal. Her effort in the completion of

the project are price worthy. I wish her success throughout life.

Prof.(Dr.) Pradeep Joshi Mr. Dandeswar Bisoyi

Director Asst. Professor

Amity School Of Fine Arts, Noida & ASFA

Amity School of Fashion Technology


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INDEX

1. Literature Review

(a) Introduction

(b) Brand awareness

(c) Brand Awareness Plan

(d) Steps of creating a Brand Awareness

(e) Maintaining Brand Awareness

(f) Purchasing Decision Process

(g) Consumer Preferences towards a Brand

(h) Advertising and Awareness

2. Research Gap

3. Aim & Objective

4. Proposed Methodology of Study

5. Hypothesis

6. Experiment design

7. Conclusion

8. References


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INTRODUCTION

ADVERTISING

Advertising or advertising is a form of communication for marketing andused to encourage, persuade, or manipulate an audience (viewers,readers or listeners; sometimes a specific group) to continue or takesome new action. Most commonly, the desired result is to driveconsumer behaviour with respect to a commercial offering, althoughpolitical and ideological advertising is also common. This type of work

belongs to a category called affective labour.

In Latin, ad vertere means "to turn towards''. The purpose of advertisingmay also be to reassure employees or shareholders that a company isviable or successful. Advertising messages are usually paid for bysponsors and viewed via various traditional media; including massmedia such as newspaper, magazines, television commercial, radioadvertisement, outdoor advertising or direct mail; or new media such asblogs, websites or text messages.


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BRAND AWARENESS

Brand awareness refers to how aware customers and potential

customers are of your business and its products. Brand awareness iscrucial is to differentiating your product from other similar products andcompetitors. Expressed usually as a percentage of target market, brandawareness is the primary goal of advertising in the early months or yearsof a product's introduction.

Awareness measures are used extensively in research as a gauge ofbrand performance and marketing effectiveness.

Brand awareness is considered as one of the key pillars of a brand'sconsumer based brand equity.

"Awareness, attitudes, and usage (AAU) metrics relate closely to whathas been called the Hierarchy of Effects, an assumption that customersprogress through sequential stages from lack of awareness, throughinitial purchase of a product, to brand loyalty." In total, these AAUmetrics allow companies to track trends in customer knowledge andattitudes.

Brand awareness plays a major role in a consumers buying decisionprocess. The knowledge of an acquaintance or friend having used theproduct in the past or a high recognition of the product through constantadvertisements and associations coaxes the person to make hisdecision in the favour of the brand.

The eventual goal of most businesses is to make profits and increasesales. Businesses intend to increase their consumer pool and encourage

repeat purchases. Apple is a brilliant example of how there is a very highrecognition of the brand logo and high anticipation of a new productbeing released by the company. An iPod is the first thing that pops intoour minds when we think of purchasing an mp3 player. iPod is used as areplaceable noun to describe an mp3 player. Finally, high brandawareness about a product suggests that the brand is easilyrecognizable and accepted by the market in a way that the brand isdifferentiated from similar products and other competitors. Brandbuilding also helps in improving brand loyalty.


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Brand Awareness Plan

THE MAJOR COMPONENTS OF A PLAN TODEVELOP BRAND AWARENESS ARE:

Targeting the right audience is crucial to your success. Of similarimportance is understanding that you need a plan along with specificactions that increase awareness of your brand amongst yourconsumers. Throughout the entire process of creating a brand, it is ofutmost importance to consider how what you do will increase brand

awareness.

IDENTIFYING ANDUNDERSTANDINGYOURTARGETCUSTOMERS

CREATINGA

COMPANY

NAME,

LOGO

AND

SLOGAN

ADDINGVALUETHROUGHPACKAGING,LOCATION,SERVICE,ETC

ADVERTISING

AFTER-SALE FOLLOW-UP ANDCONSUMER RELATIONS MANAGEMENT


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STEPS OF CREATING BRAND AWARENESS

MAINTAINING BRAND AWARENESS

It is important to keep working at the issues and activities identifiedabove. Pay attention to how customers are responding to products,packaging, displays, and messages. Look for ways to improve the imageyou are trying to get across. Ask your customers for suggestions.

Work to maintain a consistent presence in the market place. This canmean a location and regular times where customers can reliably expectto find you. The NY Maple Producers booth at the State Fair has been ina prime location for many years. They need to move to gain more salesspace and will have to have a plan to help customers find their newlocation.If your business is wholesaling maple products to retail locations, youneed to stay in regular and reliable contact with your customers. Theyshould not have to come looking for you when they need to re-stock orthey will turn to suppliers that make it easier for them to operate theirbusinesses.

THEMESSAGEOFWHATABRANDISOFFERINGTOTHECONSUMER

SHOULDBECONSISTENT

IMAGESYOUPRESENTSHOULDALSOBECONSISTENTINORDERTO

INCREASEBRAND AWARENESS

SLOGANSANDTAGLINESSHOULDALSOBECONSISTENTTHROUGHOUT

MEDIUMSAMDMATERIALS


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PURCHASING DECISION PROCESS

PERCIEVEDNEED

ASSESSMENTOFPURCHASE

SEEKINGINFORMATION

EVALUATIONOF

ALTERNATIVES

VALUEASSESSMENT


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CONSUMER PREFERENCES TOWARD BRAND,

INDICATE THE FOLLOWING

BRAND

UNAWARENESS

AWARENESS

ACCEPTANCE

PREFERENCELOYALITY

INSISTENCE

EQUITY


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ADVERTISING AND BRAND AWARENESS

Advertising is the activity or profession of producing information forpromoting the sale of commercial products or services. Advertising isused through various media to generate brand awareness withinconsumers. They can be aired as radio ads, television commercials,internet etc.

Advertising forms a main part of any brand awareness strategy throughthe use of both passive and active advertising. Using the specific marketas an example the two different principles can be described as:

Passive advertising addresses the audience without regard for thespecification process

Active advertising targets the audience at one or more stages ofthe specification process.

An advertisement in a trade journal is a typical example of passiveadvertising whereas a technical page in a product directory is activeadvertising.

Advertising objective can be set around four broad themes:-

1. The behavioural constructs generating trail purchases and store visit.2. Change in attitude and its measurements.3. Positioning of the product and brand building.4. Creating awareness of new products and brands.


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RESEARCH GAP

Does the attitude and change of preference over

brands changes due to advertisements?


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AIM

To help designers in creating advertisement on the basis of consumers

attitude and preference over a brand on the basis of its advertisements

which makes them aware of it.

OBJECTIVE

The main objective of my report is as follows:

1. To study the attitude of consumers over a brand.

2. To study the change of preferences among the consumers over abrand.


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PROPOSED METHEDOLOGY OF STUDY

This project is based on both primary and secondary sources. In the

primary survey, target sample was expected to be 25 to 30 respondents

belonging to various age groups and social commodities(rich, urban,

poor, etc). Questionnaire is built in such a way that it covers the

information required in an interesting and simple manner. Depending

upon the social classification of the society, survey has been conducted

using online and face to face communication. On the other hand, the

secondary sources predominantly include published documents,

domestic and international journals/publication, etc. Data collection is in

both hard and soft copy form. Answers to the questionnaire has been

arranged properly ( category wise, region wise, etc ) to carry out logical

analysis. Quantitative analysis has been used which is literature based

and intuitive, appropriate, statistical. Tools have been used for the same

as well as for drawing conclusion. I have taken survey based on the

Smartphone consumption and have come to a conclusion.


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HYPOTHESIS

H1.Advertisementsplayanimportantroleinmakingconsumersdecideoverabrand.H2.Advertisementsinfluencesaman'sbehaviouroverabrand.H3.Consumersdogetattractedtoabrandduetoadvertisement.


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SURVEY QUESTIONNAIRE

For the study of

Brand Awareness among the consumers throughAdvertisement

Hello,

I sincerely thank you for giving me an opportunity to communicate with you. Pleasespare your valuable time to fill in the important information in this questionnaire. Your

honest responses will help in arriving to a logical conclusion for understanding the

brand awareness among the public on the basis of advertisements.

Thank you,

Shri Sruthii Gurumoorthy


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YOUR PERSONAL INFORMATION

First name

Last name

Middle name

Sex (M/F)

Age ( DD/MM/YYYY)

Marital status

Education

Profession

Present Location (

Urban/Semi-urban)

Address

Mobile no

E-mail


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01. Do you know about Smartphone?

a. Yes b. No

02. Do you use a Smartphone?

a. Yes b. No

03. Which brand are you using?

a. Samsung b. Nokia c. Sony d. HTC e. Others

04. How did you know about that brand?

a. TV b. Newspaper c. Internet d. Friend/ Relative

e. Haven't heard of it before f. Not sure g. Others

05. Are you satisfied with your Smartphone?

a. Yes b. No

06. Do you recommend the Smartphone to a friend or your family?

a. Yes b. No

07. Have you purchased the same brand before?

a. Yes b. No

08. Will you purchase the same brand again?

a. Yes b. No

09. Have you seen the advertisement of your Smartphone?

a. Yes b. No

10. Do you like the advertisement of your Smartphone?

a. Yes b. No

11. How likely would it be for you to switch brands if an alternative brands

advertisement was of better quality or effectiveness?

a. Yes b. No

12. Based on your own experience, are you satisfied with the advertisement of the

brand of your Smartphone?

a. Yes b. No


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13. Do you rely on the brand's advertisement?

a. Yes b. No

14. Do you trust the brand's advertisement?

a. Yes b. No

15. Do you think the advertisement of a brand is more important when you purchase

a Smartphone?

a. Yes b. No

16. Will you purchase a Smartphone if it does not have any advertisement?

a. Yes b. No

17. Do you think the image of a brand's advertisement can influence the buyer

behaviour?

a. Yes b. No

18. Which one you consider as the most important factor in advertisement when you

purchase a Smartphone?

a. Creative advertisement b. Product information

c. Presence of brand's name d. Colourfulness

19. Do you wish to switch to any others brands of Smartphone due to

advertisement?

a. Yes b. No

20. What do you think as a competitive brand in Advertisement with your brand?


Thanks for your response!!!


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ANALYSIS FROM THE SURVEY

01. Do you know about Smartphone?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, almost 96% of people are aware of smartphones. Only 4 % of people are not known about it.

YES

96%

NO

4%

Sales


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02. Do you use a Smartphone?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, out of those 96% of people 80% ofpeople are using a Smartphone. Remaining 20% of people are havingother kind of mobile phones.

80%

20%

USERS

YES NO


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03. Which brand are you using?


RESPONSE:

RESULTS:

As from the survey conducted, out of those 80% people, 36% of peopleuse Samsung, 23% people use Sony, 9% people use Nokia and other9% of people use HTC and the remaining 23% people use other brandsof smart phones.

36%

9%23%

9%

23%

USERS

SAMSUNG

NOKIA

SONY

HTC

OTHERS


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04. How did you know about that brand?

a. TV b. Newspaper c. Internet

d. Friend/ Relative/ Associate

e. Haven't heard of it before f. Not sure g. Others

RESPONSE:

RESULTS:

As from the survey conducted, 43% of people came to know about thebrand through their friends or relatives, 33% of people knew throughinternet, 14% of people through television, 5% of people throughnewspaper.

TV

14%

NEWSPAPER

5%

INTERNET

33%

FRIEND/RELATIVE

43%

NOTHEARED0%

NOTSURE5% OTHERS

0%

TOKNOW


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05. Are you satisfied with your Smartphone?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 86% of people are satisfied with theirsmart phones and other 14% of people are not satisfied. It has notreached their expectation levels.

86%

14%

Sales

YES

NO


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06. Do you recommend the Smartphone to a friend or your family?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 76% of people said that they wouldrecommend the brand they are using to their friends and relatives.Whereas, remaining 24% of people said that they will not recommend as

they are not satisfied.

0

2

4

6

8

10

12

14

16

18

20

YES NO

RECOMMEND


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07. Have you purchased the same brand before?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, only 35% of the people are existingconsumers to the brand they are using. all the remaining 65% of themare new consumers to what they are using.

SAMEBRANDBEFORE05

10

15

YESNO

SAMEBRANDBEFORE

SAMEBRANDBEFORE


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08. Will you purchase the same brand again?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 78% of people are ready to purchase thesame brand again. But remaining 22% of people are not ready tocontinue with the same brand.

0

2

4

6

8

10

12

14

16

18

YES NO

PURCHASEAGAIN

PURCHASEAGAIN


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09. Have you seen the advertisement of your Smartphone?

a. Yes b. No

RESPONSE:

RESULTS:

As far as the survey conducted, 90% of them have seen theadvertisement of their product. Whereas remaining 10% of them areclear about it.

0

5

10

15

20

YES

NO

ADVERTISEMENTSEEN

ADVERTISEMENTSEEN


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10. Do you like the advertisement of your Smartphone?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 90% of the people like the advertisementof their smart phone only 10% of the people don't like advertisement oftheir brand.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

LIKETHEAD

yes

no


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11. How likely would it be for you to switch brands if an alternative brands

advertisement was of better quality or effectiveness?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 46.5% wish to switch brands if theadvertisement appeals good but remaining 53.4% are not ready to

switch to other brands.

9.5 10 10.5 11

YES

NO

SWITCHINGTOBRANDS

SWITCHINGTOBRANDS


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12. Based on your own experience, are you satisfied with the advertisement of the

brand of your Smartphone?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 73% of the consumers are satisfied withtheir products advertisement and remaining 28% are not satisfied.

0 2 4 6 8 10 12 14 16 18

YES

NO

SATISFIEDWITHTHEADVERTISEMENT


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13. Do you rely on the brand's advertisement?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 46.7% of consumers do not rely onadvertisement they said and remaining 53.3% of people accepted thatthey do rely on the advertisement.

0 2 4 6 8 10 12

YES

NO

NOTRELYONADRELYONAD


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14. Do you trust the brand's advertisement?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 46.7% people trust the advertisement oftheir brand whereas remaining 53.3% of the people said that they don'ttrust the advertisement to the core.

0% 20% 40% 60% 80% 100%

YES

NO

TRUSTTHEAD

TRUSTTHEAD


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15. Do you think the advertisement of a brand is more important when you purchase

a Smartphone?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 62% of people consider as advertisementof the brand is more important to make people buy that product.

Whereas, remaining 38% of the consumers don't consider it to be thatessential.

0 5 10 15

YES

NO

IMPORTANCEOFADFORTHEBRANDTOPURCHASE

IMPORTANCEOFADFORTHEBRANDTOPURCHASE


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16. Will you purchase a Smartphone if it does not have any advertisement?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 62% of people say that they don'tpurchase smart phones if it does not have any advertisement. But thereare some 38% of people say who do buy a product even if there is no

advertisement for a product or brand.

PURCHASEWHENTHEREISNOAD

YES

NO


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17. Do you think the image of a brand's advertisement can influence the buyer

behaviour?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 95.5% people strongly agree with thestatement that advertisement can influence a buyers behaviour over a

particular brand.

YES

95%

NO5%

INFLUENCEOFADVERTISEMENT


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18. Which one you consider as the most important factor in advertisement when you

purchase a Smartphone?

a. Creative advertisement b. Product information

c. Presence of brand's name d. Colourfulness

RESPONSE:

RESULTS:

As from the survey conducted, 76% of them say that the presence ofproduct information in an advertisement is more essential for them. !4%of them have said that they look for creativeness in the advertisementand remaining 10% said that they look for the presence of brands namein the advertisement.

14%

76%

10%

0%

IMPORTANTFACTORCREATIVEADVERTISING PRODUCTINFORMATIONPRESENCEOFBRANDSNAME COLOURFULNESS


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19. Do you wish to switch to any others brands of Smartphone due to

advertisement?

a. Yes b. No

RESPONSE:

RESULTS:

As from the survey conducted, 55% of them said they will switch over toother brands due to advertisement but 45% of them said that they will

switch over if the advertisement is good.

YES

45%

NO

55%

SWITCHOVERBRANDDUETOADVERTISMENT


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20. What do you think as a competitive brand in Advertisement with your brand?


RESPONSE:

RESULTS:

As from the survey conducted, the advertisements of Samsung andNokia is competing each other with leading 30% each. 15% of peoplesaid that HTC's advertisement is the competitive advertisement. 10% of

people support for Sony's advertisement.

0

1

2

3

4

5

6

7

SAMSUNG NOKIA SONY HTC OTHERS

COMPETITIVEBRANDINADVERTISEMENT

COMPETITIVEBRANDINADVERTISEMENT


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CONCLUSION

From the study that I made so far by going through the literature partand also by carrying out surveys among various people belonging tovarious category (age, location, profession, gender, etc) followingconclusion has been arrived:

H1.FromtheanalysismadeinQ.No.7,8and11to20,wegotresponsesthat "Advertisementsplayanimportantroleinmakingconsumersdecideoverabrand".H2.

From

the

analysis

made

in

Q.

No.

7,

8,

16

and

17,

we

got

responsesagreeingtothestatementthat"Advertisementsinfluencesaman'sbehaviouroverabrand".H3.FromtheanalysismadeinQ.No.10,18and19,wegotresponsesagreeingtothestatement that"Consumersdogetattractedtoabrandduetoadvertisement".Hence we have studied over the attitude of consumers over a brand andalso the change of preferences among the consumers over a brand.


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REFERENCES

"Brand Awareness" by Tara Gustafson and Brain Chabot.

"Brand and Advertising Awareness: A Replication and Extension of a Known

Empirical Generalisation" by Jenni Romaniuk, Byron Sharp, Samantha Paech

& Carl Driesener.

''Impact of Advertising on Brand Awareness and Consumer Preference(with

special reference to Men's wear).

http://en.wikipedia.org/wiki/Advertising

www.nnyagdev.org/.../CMB%20105%20Brand%20Awareness.pdf

wwwdocs.fce.unsw.edu.au/marketing/amj_12_3_romaniuk_et_al.pdf

iosrjournals.org/iosr-jbm/papers/Vol5-issue6/F0565461.pdf

Documents

Brand Awareness Among The Consumers Through Advertising