the measurement of brand awareness and brand perception

PROJECT REPORT

On

The Measurement of Brand Awareness and Brand Perception

Submitted by

SOUMOJIT NEOGY

(MBA 3rd year 1st semester)

Examination Roll No: MBA 173128 and Registration No 129814 of 2014-2015

Institute of Business Management

NCE Bengal, Jadavpur University

Project Co-ordinator: Prasenjit Das Purkayastha

Acknowledgement

I Mr. Soumojit Neogy, would like to express my sincere gratitude to Prof. Prasenjit Das Purkayastha , faculty of Institute of Business Management , affiliated to jadavpur university for assisting me to undertake the project as well as designing the project and also providing me with various insights. I’m thankful to him for guiding and supporting me in every step of the project.

The project is true in nature and has not been published an any other journal or related field.

I’m also thankful to IBM for extending great faculties during my assignment , they were truly wonderful and were the drivers behind the hard word put in for completing the project successfully.

SOUMOJIT NEOGY

Class Roll No. – 31/46

3rd Year 1st Semester

JU Registration No: 129814 of 2014-2015

ABSTRACT

The project highlights on the topic of “The Measurement of Brand Awareness and Brand Perception”.

The main purpose of the study is to determine the brand image, perception,

attitudes and behaviour of the target audience with regard to the Garnier Ultra

Blends as well as the products and personality of the Garnier itself. This

Garnier(Ultra Blends) acquired by L'Oréal in the 1970s . This also denotes the

purchasing pattern of customers towards the brand.

The research methodology adopted for this study is descriptive. A

descriptive study is undertaken in order to ascertain and be able to describe the

characteristics of the variable of interest in a situation. As far as data is

concerned structured undisguised questionnaire was used to collect the primary

data. The sampling technique involved in this research is convenience sampling,

and the questionnaires are distributed to a sample size of 50.

Analysis techniques are used to obtain finding and arrange information in a

logical sequence from 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 an important driver with regard to influencing purchasing

behaviour. Majority of the customers believe that the branded products will

have a good quality, the opinion about the branded products will always be

positive among the customers. This research clearly reveals that branded

products are always status related and enhances the sales of the products.

Garnier(Ultra Blends) has to develop actions to enhance the brand imagery that

this group associates with the Garnier(Ultra Blends) brand positively. These

actions should lead to long-term strategic and market-related benefits (e.g.

market share) for Garnier(Ultra Blends) within the target audience of this study.

BackgroundAs early as the 1500s, people in India used the pulp of a fruit called soapberries combined with some herbs and even hibiscus flowers to keep their hair on point. When British colonial traders were going back and forth between India and England, they knew a good thing when they saw it and brought the notion of shampooing your hair to Europe.

History of Shampoo in India:-

Shampoo in India was derived from the Hindi word champi meaning hair massage.

The shampoo industry in India has evolved extensively since the 1960’s, which was then considered a lifestyle product in urban India. Until 2005, the market was dominated by flagship companies such as Hindustan Lever Ltd. and Procter and Gamble. But since then the competition has broadened to include many more multi-national companies and domestic companies such as Garnier and ITC Ltd. There is high capacity of growth in top and bottom ends of the industry, which is an advantage for companies since the penetration rates are comparatively low.

Shampoo is good for many things. It makes you smell good, it can give you an extra little bounce, and it’s a delightful substitute for bubble bath in a pinch. But where did this miracle stuff come from?

We owe a ton of gratitude to the people of ancient Egypt, who invented many of our favourite beauty products way, way back in the day — but shampoo got its start somewhere else: India

Dermatologists and beauty experts alike advise against daily shampooing, saying it’s best to only lather up a couple times a week at most — and the NoPoo anti-shampoo movement has caught on with certain people — but I still say few things feel better and make me feel more confident than shiny clean hair.

Hair Care Market in India:--

As of September 2015, the Indian hair care market was estimated around Rs. 3,800 Crore. This industry is segmented into smaller categories of shampoos, hair oils, hair serums, hair conditioners, hair colorants and hair gels. Marico dominates the hair oil category with its flagship brand Parachute, followed by Dabur (Vatika).

Shampoo Market in India:--The word ‘Shampoo’ is originated from the Hindi word ‘Champoo’. The industry is growing at an annual rate of 14% p.a., and the competition is intensifying every day. Shampoos are further divided into three predominant categories:

Cosmetic (Volume, shine, strength). Herbal. Anti-Dandruff.

Consumer behaviour is at crossroads today as it has its roots in both marketing and behavioral sciences. As it is born from marketing it will be hard to deviate from the needs of marketing. But given all the concepts and methods learned from the behavioral sciences it will be impossible to ignore them. The science of consumer behavior will be carried forward with traditional journals and other conferences. However, new journals, like the Journal of Consumer Marketing and other associations will provide a stepping stone to conducting research in the field of marketing.

The target market for shampoos is mainly the upper class, upper middle class, middle class and particularly, housewives and college goers. However, of late, the bottom of the pyramid is proving to be profitable owing to the promotion of one-time use sachets. Cavin Kare, an fast moving consumer goods major created a revolution in the past decade with its experimentation of ‘Re.1/- Chik Shampoos’ in rural areas. Ironically, urban India is witnessing a change in shampoo consumption, since families are moving from ‘one shampoo a family’ to ‘one shampoo a family member’. This metamorphosis is a strong driver for growth. More and more companies are entering the shampoo market every day. The existing marketing leaders are forced to maintain their dominance through aggressive promotion, re-branding efforts and reduction in prices. Companies are also experimenting with sachet promotion to expand presence in the rural markets. This competition is expected to further intensify in near future and the determining factors is consumer connect.

The characteristics of shampoos and its market in India:--

1.The frequency of shampoo consumption in India is low. Most consumers shampoo once or twice a week, as opposed to everyday in western countries.

2.Some consumers shampoo their hair to attend to hair problems like dandruff, when the hair needs to be conditioned periodically

3.Consumers have common expectations from shampoo consumption, like shine, cleanliness and hygiene, moisturizing, etc. and they expect their needs to be satisfied.

4.Consumers relate formation of lather to the act of cleansing.

5.Even today, many individuals use soap or a combination of soap and shampoo to wash their hair.

6.Shampoo consumers are not very loyal to their brand. They constantly seek changes, mainly so in fragrance.

7.The per wash consumption of shampoo of Indians is higher than most western countries: 6 ml as compared to an average 4 ml per person. This is mainly attributed to hair length of Indian women.

8.Since Indians also regularly oil their hair, their shampoo consumption increases proportionally.

9.Southern India is predominantly a sachet market, as opposed to North India where bottles are more popular.

Major players of the Indian shampoo market:--

Hindustan Unilever Ltd. dominates the shampoo market in the country with brands like Clinic All Clear, Sunsilk and Clinic Plus. P&G follows closely with its highly successful brand, Pantene, along with Head & Shoulders, the leading Anti-Dandruff brand in India. Other major players are Dabur, Cavin Kare and Garnier.

Value-added shampoo segment is gaining immense popularity these days, with many companies launching a myriad of variants to tap market share. Paras was first to launch the hair potion segment with Livon, pharma companies such as Dabur have launched medicated anti-dandruff segment with Vatika.

By 2015, an estimated 55% of the shampoo consumers will be the under-20 years of age segment, giving shampoo giants a huge opportunity to experiment in this sector. With increasing awareness and growing advertising activates, shampoo penetration is likely to multiply threefold in the coming years.

THE HIERARCHY OF USAGE

1st GENERATION SHAMPOOS : ONLY SUPPOSED TO CLEAN THE HAIR STUFF. INCLUDES HERBAL BRANDS LIKE NYLE AND AYUR

NATURAL PRODUCTS : SHIKAKAI, AMLA, HENNA, REETHA, etc.

SHIKAKAI SOAPS : SWASTIK, GODREJ, WIPRO etc.

2nd GENERATION SHAMPOOS : APART FROM CLEANING,

THEY ALSO CONDITION THE HAIR.

LEAD BRANDS : CLINIC, SUNSILK AND HALO.

3rd GENERATION SHAMPOOS : SUPPOSED TO

PENETRATE THE SKIN AND NOURISH THE HAIR ROOTS.

e.g.. PANTENE, ORGANICS, OPTIMA.

Different Types of Shampoo in India Market:--

Objective:--

PRIMARY OBJECTIVE:-

To audit the measurement of brand awareness and brand perception.

SECONDARY OBJECTIVE:-

The following are considered to be the secondary objectives of this research

study:

To measure / determine the brand image, perceptions, attitudes and

behaviour of the target audience with regard to the corporate Garnier

brand as well as the products and personality of the Garnier 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.

Scope of 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.

Limitations of the Study:--

The survey was limited to Kolkata 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.

Research Methodology:--

INTRODUCTION:-

Research refers to search of knowledge. The pattern in which a research is

carried out to arrive at a conclusion or to final new relationship within a

particular framework is called research methodology. Research methodology

also refers to the various sequences, steps to be adopted by a researcher to study

a problem with certain objectives in view.

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,

A) 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.

B) DESCRIPTIVE RESEARCH :

Descriptive research includes surveys and fact-findings enquiries 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.

DATA TYPE:--

The two main types of data for present study have been primary data and

secondary data.

A) PRIMARY DATA :-

Primary data is collected in the form of questionnaire. Through the

questionnaire which consists of a number of questions printed in a definite order

on a set of forms, the respondents were expected to read and understand the

questions itself. The respondents need to answer the questions on their own and

according to their perception.

B) SECONDARY DATA :-

Secondary data consists of information that already exists. Somewhere, having

been collected for specific purpose in the study. The secondary data for this

study was collected from various books, internet etc.

SAMPLING:--

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.

SAMPLE:-

Sample denotes only a part of the universe which is studied and conclusions are

drawn on this basis for the entire universe.

SAMPLE SIZE:--

Size of the sample means the number of sampling units selected from the

population for the investigation.

Sample size = (Z2* P * Q) / (E2)

Where, p = no. of. Success

q = no. of failures

z = 95% confidence level

e = 5% error level

STATISTICAL TOOLS:--

INTERVAL ESTIMATION:-

An interval estimate is a statement of two values between which it is

estimated that the parameter lies. An interval estimate would always be

specified by two values i.e., the lower one and upper one.

In the statistics research study, estimation is considered with the method by

which population’s character is estimated from sample information. It is called

an estimate. Interval estimation is the range of values used to estimate a

population parameter.

The formula is = p±1 . 96√ pq /n

q = 1-p

Where, p = success value

q = failure value

n = sample size

1.96 = table value of 0.05

CHARTS:-

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

making comparisons between two or more series of data. Percentage relates the

data figure with the base figure studied.

= dn×100

Where, d = number of respondents

n = base or the sample group

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.

QUESTIONNAIRE:--

The study relies to a great extent on primary data and some extent to

secondary data. In order to 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:

Itemized Rating Scale:--

Itemized rating scales are ordinal scales used to measure consumer attitudes.

Three types of scales are commonly used in marketing research: Likert,

semantic differential, and Stapel. Likert scales ask consumers to agree or

disagree to declarative statements.

(Strongly Disagree = 1,

Somewhat Disagree = 2,

Neither agree nor disagree = 3,

Somewhat Agree = 4,

Strongly Agree = 5)

OPEN ENDED QUESTION:--

Here the respondents are given full freedom to answer anything. Open ended

questions are the type of question used to get suggestion from the respondent in

order to give feedback to the organization

MULTIPLE CHOICES:--

Here the questions asked have a set of given alternatives from which the

respondents may choose one or more alternatives.

Which mobile you like to prefer?

a) Sony b) Samsung c) Micromax d) HTC e) Nokia

CLOSED ENDED QUESTION:--

These types of questions do not allow the respondents to give answer freely.

Closed ended question are the type of questions with a clear delineated set of

alternatives that confine the respondents to choose one of them.

Target Group:--

Male and Female age between 18-50 Sec A and A+ Female could be Professional or Housewife.

PRETESTING QUESTIONNAIRE:--

A pilot study was conducted by taking 5 samples to evaluate the effectiveness

of the questionnaire prepared and to determine the changes if any that have to

be made in the questionnaire to make it a more reliable one, the sample size

taken for this study is 50.

SAMPELING TECHNIQUE ( Convenience Sampling ) :--

Convenience sampling is a non-probability sampling technique where subjects

are selected because of their convenient accessibility and proximity to the

researcher.

(However considering the practicalities, time constrains, we had to limit the

sample size to 50 and convenience sampling use to survey respondent in a target

group.)

PERIOD OF STUDY:--

The period of study has been from November 24th – December 6th 2016.

The Main Information Areas Covered in the Q’re as Follows:--

1. Age2. Gender3. Nationality4. How often do you wash your hair5. What is the first brand that come to your mind6. What is the first brand that come to your mind when you think of anti-

hair fall shampoo7. What is the primary factor that will influence your decision to purchase a

shampoo8. How do you know about the shampoo brands9. What extent do you familiar with Garnier Ultra blend10.Have you purchased the product before

11.If you used it before, how do you like it12.What influence your decision NOT to purchase the product13.What do you think about Garnier Ultra blend pricing compare other

brands

(Refer to Annexure)

(The above questionnaire were asked online to 50 individuals and their response recorded accordingly)

Chart Showing Age Proposition of Respondent

Table showing Age Proposition of Respondent

PARTICULARS RESPONDENTS PERCENTAGE

18-2522 45%

26-35 6 12%

36-45 8 15%

46-50 14 28%

TOTAL 50 100

INFERENCE: Found that 45 % respondent are between age 18-25

Chart Showing Gender Proposition of Respondent

Table Showing Gender


Male22 44%

Female 28 56%

TOTAL 50 100

INFERENCE: Found that 56% respondent are female.

Chart showing how often do you wash your hair

Table showing how often do you wash your hair


Once a day12 24%

Every Other Day 20 40%

Once Every two or three days 15 30%

Once a week3 6%

TOTAL 50 100

INFERENCE: Found that 40% respondent are wash their hair every other day.

Chart showing what is the first brand that come to your mind?

Table showing what is the first brand that come to your mind?


L'oreal20 40%

Head and Shoulders 5 10%

Garnier ultra blend 8 16%

Pantene7 14%

Tresemme 8 16%

Other 2 4%

TOTAL 50 100

INFERENCE: Found that 40% respondent TOM are L’oreal.

Chart showing what is the first brand that come to your mind when you think of anti-hair fall shampoo?

Table showing what is the first brand that come to your mind when you think of anti-hair fall shampoo?


Himalaya15 30%

Clinic all clear 15 30%

Garnier ultra blend 8 16%

Head and shoulders 9 18%

Tresemme 0 0

Other 3 6%

TOTAL 50 100

INFERENCE: Found that 30% respondent TOM for anti hair fall shampoo is Himalaya and 30 % are Clinic all clear.

Chart showing what is the primary factor that will influence your decision to purchase a shampoo?

Table showing what is the primary factor that will influence your decision to purchase a shampoo?


Brand5 10%

Price 15 30%

Heath associated benefits 25 50%

Smell/Lather/Moisturizing5 10%

TOTAL 50 100

INFERENCE: Found that 50 % respondent responed for Health associated benefits.

Chart showing how do you know about the shampoo brands?

Table showing how do you know about the shampoo brands?


TV advertisements30 60%

Print ad 8 16%

Recommendations 2 4%

Internet(Social Media)5 10%

Promotions Specialist 5 10%

Other 0 0%

TOTAL 50 100

INFERENCE: Found that 60 % respondent for TV advertisements.

Chart showing what extent do you familiar with Garnier Ultra blend

Table showing what extent do you familiar with Garnier Ultra blend


10 0%

215 30%

3 20 40%

410 20%

5 5 10%

TOTAL 50 100

Chart showing have you purchased the product before

Trail/Ever purchased – Garnier Ultra Blend

62% too high. Maybe the respondents have responded keeping in mind, “Garnier” family.

Table showing have you purchased the product before


Yes31 62%

No14 28%

Maybe 5 10%

TOTAL 50 100

Chart showing if you used it before, how do you like it

Table showing if you used it before, how do you like it


10 0%

25 14%

3 11 30%

4 15 42%

5 5 14%

TOTAL 36 100

INFERENCE: Found that 30 % respondents are Neutral.

Chart showing what influence your decision NOT to purchase the product

Small base (14)

Table showing what influence your decision NOT to purchase the product


Not Cost effective8 57%

Using other Brand4 29%

Not Suitable For My Hair 2 14%

TOTAL 14 100

INFERENCE: Found that 57% respondents are for Not Cost Effective.

Chart showing what do you think about Garnier Ultra Blend pricing compare other brands

Table showing what do you think about Garnier Ultrablend pricing compare other brands


Cheap2 4%

Reasonable30 60%

Expensive 3 6%

Pricing was never a concern 15 30%

Other 0 0%

TOTAL 50 100

INFERENCE: Found that 60 % respondents are for Reasonable.

Conclusion of Findings Conclusion for shampoo / other brand related findings:

40% of total respondents are washing their hair every other day. 40% total respondents their TOM is L’oreal. 30% total respondents TOM for anti-hair fall shampoo is Himalaya and

30% of total respondents TOM for anti-hair fall shampoo is Clinic all clear.

50% of total respondents primary factor that will influence their decision to purchase a shampoo is Health associated benefits.

30% of total respondents they know about the shampoo brand through TV advertisements.

Conclusion for Garnier related findings:

40% of total respondents are quite familiars with Garnier Ultra Blend. 62% of total respondents are purchased product before. 42% of total respondents are somewhat satisfied. 57% of total respondents not decided purchase Ganier Ultra blend

because they using other brand. 60% of total respondents respond that Garnier Ultra Blend pricing

compare other brand is Reasonable.

Recommendations

Health related aspect emerge for shampoo purchase (50%) however familiarity level itself is low. So communication need to address related benefit clearly for Garnier Ultra Blend.

Familiarity only build BTL(Below the Line) kind of advertisements where information can give more.

Need to sustain level of advertisements may be non TV format.

ANNUXURE :=>

Google Docks has been used for instrument of collecting data online from 50 different individuals.

The Questionnaire design:--

Questionnaire

1. Age

I. 18-25

II. 26-35

III. 36-45

IV. 46-50

2. Gender

I. Male

II. Female

3. Nationality

Your answer

4. How often do you wash your hair?

I. Once a day

II. Every Other Day

III. Once Every two or three days

IV. Once a week

5. What is the first brand that come to your mind?

I. L'oreal

II. Head and Shoulders

III. Pantene

IV. Garnier ultra blend

V. Tresemme

VI. Other:

6. What is the first brand that come to your mind when you think of anti-hairfall shampoo?

I. Himalaya

II. Clinic all clear

III. Garnier ultra blend

IV. Head and shoulders

V. Tresemme

VI. Other:

7. What is the primary factor that will influence your decision to purchase a shampoo?

I. Price

II. Brand

III. Heath associated benefits

IV. Smell/Lather/Moisturizing

8. How do you know about the shampoo brands?

I. TV advertisements

II. Print ad

III. Recommendations

IV. Internet(Social Media)

V. Promotions Specialist

VI. Other:

9. What extent do you familiar with Garnier Ultra blend?

1 2 3 4 5

10. Have you purchased the product before?

I. Yes

II. No

III. Maybe

11. (Answer this question only if you selected 'Yes' for 10th Question) If you used it before, how do you like it?

1 2 3 4 5

12. (Answer this question only if you selected 'No' for 10th Question)What influence your decision NOT to purchase the product?

Your answer

13. What do you think about Garnier Ultra Blend pricing compare other brands?

I. Cheap

II. Reasonable

III. Expensive

IV. Pricing was never a concern

V. Other:

SUBMIT

BIBLIOGRAPHY

Books:

Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a

Brand Name.

Philip Kotlar., Marketing Management.

Research Methodology – C.R. Kothari

Links:

http://www.garnier.in/hair-care/beauty/ultra-blends

https://www.google.co.in

https://en.wikipedia.org/wiki/Garnier

https://www.ukessays.com/essays/marketing/the-shampoo-industry-in-india-

marketing-essay.php

https://www.ukessays.com/essays/marketing/the-shampoo-industry-in-india-marketing-essay.php

https://www.ukessays.com/essays/marketing/the-shampoo-industry-in-india-marketing-essay.php

https://en.wikipedia.org/wiki/Garnier

https://www.google.co.in/

http://www.garnier.in/hair-care/beauty/ultra-blends