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A DISSERTATION REPORT

ON

ANALYSIS OF BRAND EQUITY AND CONSUMER BEHAVIOR

AT

EUREKA FORBES LIMITED

SUBMITTED TO:

MAHATMA GANDHI UNIVERSITY, KOTTAYAM

In partial fulllment of the requirements for the award of the degree of Master of Business Administration

!"#$%!"#&'

SUBMITTED BY: AKHIL FRANCIS A,J .

REGISTER NO: __________ 50004 ___________ .

BHARATA MATA INSTITUTE OF MANAGEMENT

BHARATA MATA COLLEGE

THRIKKAKARA

1


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BHARATA MATA INSTITUTE OF MANAGEMENT

BHARATA MATA COLLEGE

THRIKKAKARA P.O., COCHIN – 682 021, KERALA

Tel: 0484-2423626, 2425121 Fax: 0484-242!6.

(ERTI)I(ATE

This is to certify that the Dissertation Project entitled “ANALYSIS OF BRAND

E!ITY AND "ONS!#ER BE$A%IOR& carried o't (y #r)A*hil Francis in +artial

f'lfil,ent of the re-'ire,ents of the Mas!" #$ B%s&'!ss A()&'&s"a' .#BA/

of #ahat,a 0andhi !ni1ersity is a (onafide re+ort of the 2or* done (y hi, 'nder

o'r s'+er1ision and 3'idance) This is also to certify that this re+ort has not (een

s'(,itted to any other Instit'te4!ni1ersity for the a2ard of any De3ree)

$o2e1er5 this certificate is not iss'ed to endorse the 1ie2s and o+inions

e6+ressed in the re+ort)

Acade,ic 0'ide Dean

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DE(*ARATION

I, A"#$l F%a&'$( )* #e%e + )e'la%e #a #$( %e*% *& ANALYSIS OF BRAND EQUITY

AND CONSUMER BEHAVIOR (/+$e) * a#aa a&)#$ &$e%($, K*aa $&

a%$al /l$le& * #e %e/$%ee&( *% #e a7a%) * #e )e%ee * Master Of Business

Adinistrati!n $( a +*&a$)e %e'*%) * 9$((e%a$*& %*e' /&)e%*&e + e $& #e $%a&) %ea%e) /&)e% #e /$)a&'e * "r!f# Ra$aM!%an &ada'i() BHARATA MATA

INSTITUTE OF MANAGEMENT, T#%$""a"a%a. I al(* )e'la%e #a #$( %a$&$& %e*% $(

*%$$&al 7*%" a&) #a $ #a( &* +ee& (/+$e) * a& *#e% I&($/e;&$e%($ *%

#e a7a%) * a& 9e%ee.

Pla'e: THRIKKAKARA AKHIL

FRANCI<

9ae:

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A(KNO+*EDGEMENT

I& %ea%$& #$( %e*% I #ae +ee& *%/&ae e&*/# * e (/*% %* &/+e%

* e*le * 7#* I (#all %ea$& %ae/l.

F$%( a&) *%e*( I #a&" *) al$# *% $$& e #e a+$l$ * )* #$( (/)

a&) a"e #e e&/%e a (/''e((.

I #e%e+ ex%e(( )ee %a$/)e * %.


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(ONTENTS

CHAPTE TIT!E PA"E

#$E%EC&TI'E (&))A* 1

1 I#T$+&CTI$#1,1 "eneral Introdu-tion 41,2 Pro.lem (tatement /1,3 $.0e-ties of the (tud /1,/ esear-h )ethodolog 1, (ampling 1, Tpe of data -olle-tion te-hnique 1,5 !imitation of the (tud 5

2 !ITEAT&E E'IE62,1 eiew of !iterature 17

3 P$8I!E(3,1 Industr Prole 123,2 Compan Prole 1

4 +ATA A#A!*(I( A#+ I#TEPETATI$#4,1 Analsis of 9rand Equit 224,2 Analsis of Consumer 9ehaior 354,3 Analsis of 9elow The !ine A-tiities /3

/ 8I#+I#"(: (&""E(TI$#( A#+ C$#C!&(I$#/,1 (ummar of the ndings /

/,2 (uggestions /5/,3 Con-lusion 19I9!I$"APH* 2APPE#+I% ;uestionnaire 3

LIST OF TABLES

TABLE

NO

TITLE "AGE

NO

4.1.1.1 Re(*&)e&(= e%'e$*& * A/a /a%) a( a /al$ %*)/'

a''*%)$& * #e -Oe%all A&al($(

22

4.1.1.2 Re(*&)e&(= $e7 a+*/ #e ae% (ale( (e%$'e +e$& / * #e

exe'a$*& *& #e +a($( * -Oe%all A&al($(

23

/


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4.1.1.3 Re(*&)e&(= e%'e$*& * A/a/a%) a( #e$% +e( '#*$'e *& #e

+a($( * -Oe%all A&al($(

24

4.1.1.4 Re(*&)e&( >e%'e$*& * A/a/a%) a( a e'#&*l*$'all

$&&*a$e %*)/' *& #e +a($( *-Oe%all A&al($(

25

4.1.2.1 Re(*&)e&( e%'e$*& * A/a/a%) a( +e$& a+le * %*$)e

'lea& a&) (ae )%$&"$& 7ae% -Oe%all A&al($(

26

4.1.2.2 Re(*&)e&( e%'e$*& * A/a/a%) a( a al/e *% *&e

%*)/'-Oe%all A&al($(

2

4.1.2.3 Re(*&)e&( >e%'e$*& * A/a/a%) a( a %/(7*%# a&)

%el$a+le +%a&)- Oe%all A&al($(

28

4.1.2.4 Re(*&)e&( =e%'e$*& * A/a/a%) a( a 7ell-e(a+l$(#e) +%a&) a(

'*a%e) * *#e%(- Oe%all A&al($(

28

4.1.3.1 Re(*&)e&(= 7$ll$&&e(( * /)ae #e$% 7ae% /%$$e% 7$#

(ae +%a&) &ex $e -Oe%all A&al($(

30

4.1.3.2 Re(*&)e&(= 7$ll$&&e(( * %e'*e&) #e +%a&) * *#e%( -Oe%all

A&al($(

31

4.1.3.3 Re(*&)e&(= $e7 *& +e$& (a$($e) )/%$& /(e * #e %*)/'-

Oe%all A&al($(

32

4.1.3.4 Re(*&)e&(= 7$ll$&&e(( * a a #$#e% %$'e *% #e +%a&) a(

'*a%e) * *#e%(-Oe%all A&al($(

33

4.1.4.1 34

4.1.5.1 35

4.1.6 3

4.2.1 A7a%e&e(( * #e )$e%e&'e +e7ee& #e Ree%(e O(*($(

e'#&*l* a&) l%a ?$*le e'#&*l*

3!

4.2.2 C*&($)e%a$*& * %ee $( *% *#e% a%a'$e *e% a #e $e *

+/$&

40

4.2.3 I*%a&'e * I&)$a&


7/9

4.2.14 I&e&$*& * +/$& *#e% %*)/'( * E/%e"a F*%+e( 52

LIST OF FIGURES

FIGURE

NO

TITLE "AGE

NO

4.1.1.1 Re(*&)e&(= e%'e$*& * A/a /a%) a( a /al$ %*)/'

a''*%)$& * #e -Oe%all A&al($(

22

4.1.1.2 Re(*&)e&(= $e7 a+*/ #e ae% (ale( (e%$'e +e$& / * #e

exe'a$*& *& #e +a($( * -Oe%all A&al($(

23

4.1.1.3 Re(*&)e&(= e%'e$*& * A/a/a%) a( #e$% +e( '#*$'e *& #e

+a($( * -Oe%all A&al($(

24

4.1.1.4 Re(*&)e&( >e%'e$*& * A/a/a%) a( a e'#&*l*$'all

$&&*a$e %*)/' *& #e +a($( *-Oe%all A&al($(

25

4.1.2.1 Re(*&)e&( e%'e$*& * A/a/a%) a( +e$& a+le * %*$)e

'lea& a&) (ae )%$&"$& 7ae% -Oe%all A&al($(

26

4.1.2.2 Re(*&)e&( e%'e$*& * A/a/a%) a( a al/e *% *&e

%*)/'-Oe%all A&al($(

2


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4.1.2.3 Re(*&)e&( >e%'e$*& * A/a/a%) a( a %/(7*%# a&)

%el$a+le +%a&)- Oe%all A&al($(

28

4.1.2.4 Re(*&)e&( =e%'e$*& * A/a/a%) a( a 7ell-e(a+l$(#e) +%a&)

a( '*a%e) * *#e%(- Oe%all A&al($(

2!

4.1.3.1 Re(*&)e&(= 7$ll$&&e(( * /)ae #e$% 7ae% /%$$e% 7$#

(ae +%a&) &ex $e -Oe%all A&al($(

30

4.1.3.2 Re(*&)e&(= 7$ll$&&e(( * %e'*e&) #e +%a&) * *#e%(

-Oe%all A&al($(

31

4.1.3.3 Re(*&)e&(= $e7 *& +e$& (a$($e) )/%$& /(e * #e %*)/'-

Oe%all A&al($(

32

4.1.3.4 Re(*&)e&(= 7$ll$&&e(( * a a #$#e% %$'e *% #e +%a&) a(

'*a%e) * *#e%(-Oe%all A&al($(

33

4.2.1 A7a%e&e(( * #e )$e%e&'e +e7ee& #e Ree%(e O(*($(

e'#&*l* a&) l%a?$*le e'#&*l*

3!

4.2.2 C*&($)e%a$*& * %ee $( *% *#e% a%a'$e *e% a #e $e *

+/$&

40

4.2.3 I*%a&'e * I&)$a&


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