research paper with questionnair

8/6/2019 Research Paper With Questionnair

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MATHOD IN BUSINESS RESEARCH

RESEARCH REPORT

BRAND AWAERNESS

Submitted to:

SIR FARAZ RIZWAN

Submitted by:

IRFAN ALI MUHAMMAD ASLAM ASIF ALI MUHAMMAD AYYUB


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Abstract

this paper explains that the purpose of this research is to identify the reasons brand

consciousness has increased among urban youth in Pakistan. The author conducted

exploratory research through surveys, which are reported in this paper. The paper

reports findings that brands were preferred because of quality, media influence andincreased affordability but peer pressure had no significant influence even if friends

were brand consciousness. The paper includes statistics, a data table and

questionnaire and colour pie charts.

What is a Brand?

Brands are different from products in a way that brands are what theconsumers buy, while products are what concern/companies make.

Brand is a mixture of attributes, tangible and intangible, symbolized in atrademark, which, if managed properly, creates value and influence. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customers

expectations.

It shapes customers expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service,

differentiating it from others in marketplace.

Brand carries an assurance about the characteristics that make the product orservice unique.

A strong brand is a means of making people aware of what the companyrepresents and what its offerings are.

Brands simplify consumers purchase decision. Over a period of time, consumers discover the brands which satisfy their

need. If the consumers recognize a particular brand and have knowledge about it,

they make quick purchase decision and save lot of time.

As long as the consumers get benefits and satisfaction from consumption ofthe product, they will more likely continue to buy that brand.

Brands also play a crucial role in signifying certain product features toconsumers.

A brand, in short, can be defined as a sellers promise to provide consistentlya unique set of characteristics, advantages, and services to thebuyers/consumers.

It is a name, term, sign, symbol or a combination of all these planned todifferentiate the goods/services of one seller or group of sellers from those ofcompetitors.


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Brand Name:

Brand name is one of the brand elements which help the customers toidentify and differentiate one product from another.

It should be chosen very carefully as it captures the key theme of a product inan efficient and economical manner.

It can easily be noticed and its meaning can be stored and triggered in thememory instantly.

Choice of a brand name requires a lot of research.

Features of a Good Brand Name:

1. It should be unique / distinctive2. It should be extendable.3.

It should be easy to pronounce, identified and memorized.

4. It should give an idea about products qualities and benefits5. It should be easily convertible into foreign languages.6. It should be capable of legal protection and registration.7. It should suggest product/service category8. It should indicate concrete qualities

It should not portray bad/wrong meanings in other categories. (For instance NOVA is a

poor name for a car to be sold in Spanish country, because in Spanish it means doesnt go).

Brand Attributes:

Brand Attributes portray a companys brand characteristics. They signify the basic nature ofbrand. Brand attributes are a bundle of features that highlight the physical and personality

aspects of the brand. Attributes are developed through images, actions, or presumptions.

Brand attributes help in creating brand identity.


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Company

Famous Brands is the retailing and marketing arm of the Irfan Group which ownsand operates 35 exclusive retail outlets and 15 direct sales outlets across Pakistan.

The Group has the unique distinction of being the first to establish the largest

nationwide retail chain of stores to sell products of international brands, underlicense in Pakistan.

Established in 1994, the company presently employs over 400 people. Starting as ayoung but dynamic casual and sportswear company, Famous Brands has capitalizedon its tremendous marketing success and not only increased its turnover manifold

but also increased its product range to now include casual wear & young fashion,sportswear, sports equipment, footwear, watches and other lifestyle & fashionaccessories.

HANG TEN

Hang Ten is a California based surfing and casual wear brand which originated in1960 and has been present in Pakistan for more than a decade. Hang Ten has

expanded with trendy product offerings in men, women and children wearthroughout Pakistan. The brand stands for individuality and its love for originalit y

No other guide covers the complete retail picture like this exciting new volume.

America's retail industry is in the midst of vast changes - superstores and giant

discounters dominate major corners. Malls are lagging. Savvy firms are combiningbricks, clicks and CATALOGS to create multi-channel retail powerhouses. Online

auction firms like eBay, along with ecommerce giants like Amazon.com and Blue

Nile are taking increasing market share from stores.

Who are the hottest retailers? What lies ahead? Our market research shows you the

trends and a thorough analysis of retail technologies, chain stores, shopping centers,

mergers, finances and future growth within the industry. Included are several major

statistical tables showing everything from total U.S. retail sales year by year and by

sector, to shopping center statistics, to consumer demographics.

Brand awareness is an important way of promoting commodity-related products.

This is because for these products, there are very few factors that differentiate one


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product from its competitors. Therefore, the product that maintains the highest

brand awareness compared to its competitors will usually get the most sales.

What is Brand Awareness?

The ultimate goal of most businesses is to increase sales and income. Ideally, youwant to attract new customers to your products and encourage repeat purchases.

Brand awareness refers to how aware customers and potential customers are of your

business and its products. Ultimately, achieving successful brand awareness means

that your brand is well known and is easily recognizable. Brand awareness is crucial

to differentiating your product from other similar products and competitors.

Brand Awareness Plan

The major components of a plan to develop brand awareness are:

Identifying and understanding your target customers

Creating a company name, logo, and slogans

Adding value through packaging, location, service, special events, etc.

Advertising

After-sale follow-up and customer relations management

Targeting the right audience is crucial to your success. Of similar importance is

understanding that you need a plan along with specic actions that increase

awareness of your brand amongst your consumers. Throughout the entire process

of creating a brand, it is of utmost importance to consider how what you do will

increase brand awareness.

Why is Brand Awareness Important?

You may be asking yourself, is brand awareness really all that important? You may

be saying to yourself, I have plenty of customers and sales are decent, why bother?

The answer is:


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There are few things more worthwhile than investing time in your brands

awareness. It can play a major role in purchasing decisions. The reality is, the more

aware consumers are of your product and your brand, the more likely they are to

buy from you. Among the challenges faced in selling pure maple products are:

Do potential customers know you exist?

Why pay more for your products rather than from a less expensive alternative?

In the future, and for the sake of your business, it is in your best interests to take

action to increase awareness of your brand.

Purchasing Decision Process

Understanding the decision-making process helps you to better understand how to

structure your brand awareness process. What makes them buy your product? Do

they decide, upon an impulse, to purchase your product? Do they need several

hours to mull over the possibility of making the purchase? To what extent does

product type, price, and environment affect the purchasing decision. Marketing

specialists recognize ve stages to a purchasing decision

PERCEIVED NEED

SEEKING INFORMATION

EVALUATION OF ALTERNATIVES

VALUE ASSESSMENT

ASSESSMENT OF PURCHASE DECISION

Understanding that the stages of a purchasing decision vary both in time and

whether the stages really are distinct, one can better assess where they might be able

to have an inuence on someones decision to purchase. For example, it may help to

offer the person more information or to tell them about all the other people that have

been really impressed with your product


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The question paper includes below

Questionnaire

NameGender..

Contact Number.Date Of Birth:.

Age Emil Address..

1) How often do you shop for casual clothing?a) Once a month

b) Weekly

c) Rarely

2) Whats your style statement?a) I follow the latest trendsb) I wear whats comfortablec) I like to experiment

3) How are your informed about new arrivals?a) Social networks on the internet for e.g face book, twitter etc.b) Through friends and familyc) Through shop staff

4) Where do u like to shop the most?..

5) Why do u like shopping there? (with reference to your answer above)

6) Are you willing to pay more for quality?a) Yesb) No

7) What would you like to see in stores?a) More Varietyb) Lesser variety but better qualityc) Both

8) When do you shop the nmost?a) Start of the seasonb) During salesc) Both

9) Does the shops ambiance and appearance effect your buying decision?a) Yesb) No

10) In your opinion what can Hang Ten do to satisfy your wardrobe needs?..

..


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1) How often do you shop for casual clothing?a) Once a month

b) Weekly

c) Rarely

2) Whats your style statement?a. I follow the latest trendsb. I wear whats comfortablec. I like to experiment

Sales

Once a

nt

Weekly

Rarely

25%

50%

25%

Sales

I f ll

t

e latest trends

I

ear

at's c

f

rtable

I like t experi ent

45%

20%

35%


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3) How are youri ormed about new arrival a. S c al ne s on the inte net for e.g face book, twitter etc.b.

Through friends and familyc. Through shop staff

4) here do u like to shop the most Malls

Stand alone shops

0

10

20

30

0

50

60

0

ial netw rks n

the internet f r e.g

faceb k ,twitter etc

Thr ugh friends and

family

Thr ugh sh p staff

.

.

60

!

25!

15!

0

10

20

30

" 0

50

60

0

# alls stand al$ ne sh $ ps

.

.

65!

35 %


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5) hy do u like shopping there? (with reference to your answer above)

Because there is vide range of products for whole family..... 85%Because we feel comfortable

6) Are you willing to pay more for quality?Yes No

0&

10&

20 '

30 '

40 '

50&

( 0&

70 '

80 '

) 0 '

yes No

.

.


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7) hat would you like to see in stores?d. MoreVarietye. Lesser variety but better qualityf. Both

8) When do you shop the most?a. Start of theseasonb. During salesc. Both

0010

0

201

2 01

400

500

601

700

MoreVerity Lesser Verity but

better quality

Both

.

.

653

203

154

0 5

56

106

15 5

20625

6

30 5

35 5

70

6

7 56

50 5

Strat of theseason During sales Both

.

.

403

503

103


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9) Does the shops ambiance and appearance effect your buying decision?

a. Yesb.

No

10)In your opinion what can Hang Ten do to satisfy your wardrobe needs?

Opinions 8

Nicecollection but we need some funki tees

We need some partyshirts

The quality of products isvery nice keep it up

We need better quality denim

We need more design on shoes

We need more design on shirts and tees

E.T.C

0 9

10 9

20@

30 9

40 950

@

60@

70 9

80 9

yes No

.

.

80A

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