A

SYNOPSIS REPORT
ON
BRAND AWARENESS
AT
BIG BAZAAR
Submitted
By
M. KOUSHIK
H.T.NO: 1325-18-672-197
PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE
AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

Department of Business Administration

AURORA’S PG COLLEGE (MCA)
RAMANTHAPUR
(Affiliated to Osmania University)
2018-2020
INTRODUCTION

Brand awareness refers to the extent to which customers are able

to recall or recognize a brand. Brand awareness is a key consideration in consumer
behavior, advertising management, brand management and strategy development. The
consumer's ability to recognize or recall a brand is central to purchasing decision-making.
Purchasing cannot proceed unless a consumer is first aware of a product category and a brand
within that category. Awareness does not necessarily mean that the consumer must be able to
recall a specific brand name, but he or she must be able to recall sufficient distinguishing
features for purchasing to proceed. For instance, if a consumer asks her friend to buy her
some gum in a "blue pack", the friend would be expected to know which gum to buy, even
though neither friend can recall the precise brand name at the time.

Different types of brand awareness have been identified, namely brand recall and brand

recognition. Key researchers argue that these different types of awareness operate in
fundamentally different ways and that this has important implications for the purchase
decision process and for marketing communications. Brand awareness is closely related to
concepts such as the evoked set and consideration set which describe specific aspects of the
consumer's purchase decision. Consumers are believed to hold between three and seven
brands in their consideration set across a broad range of product categories. [2] Consumers will
normally purchase one of the top three brands in their consideration set.

Brand awareness is a key indicator of a brand's competitive market performance. Given the
importance of brand awareness in consumer purchasing decisions, marketers have developed
a number of metrics designed to measure brand awareness and other measures of brand
health. These metrics are collectively known as Awareness, Attitudes and Usage (AAU)
metrics.

To ensure a product or brand's market success, awareness levels must be managed across the
entire product life-cycle - from product launch through to market decline. Many marketers
regularly monitor brand awareness levels, and if they fall below a predetermined threshold,
the advertising and promotional effort is intensified until awareness returns to the desired
level.
NEEDS OF THE STUDY

Clearly brand awareness is closely related to the concepts of the evoked set (defined as the set
of brands that a consumer can elicit from memory when contemplating a purchase) and
the consideration set (defined as the “small set of brands which a consumer pays close
attention to when making a purchase decision”). One of the central roles of advertising is to
create both brand awareness and brand image, in order to increase the likelihood that a brand
is included in the consumer's evoked set or consideration set and regarded favorably. 

Consumers do not learn about products and brands from advertising alone. When making
purchase decisions, consumers acquire information from a wide variety of sources in order to
inform their decisions. After searching for information about a category, consumers may
become aware of a larger number of brands which collectively are known as the awareness
set.[19] Thus, the awareness set is likely to change as consumers acquire new information
about brands or products. A review of empirical studies in this area suggests that the
consideration set is likely to be at least three times larger than the evoked set. Awareness
alone is not sufficient to trigger a purchase; consumers also need to be favorably disposed to
a brand before it will be considered as a realistic purchase option.

The process of moving consumers from brand awareness and a positive brand attitude
through to the actual sale is known as conversion.  While advertising is an excellent tool for
creating awareness and brand attitude, it usually requires support from other elements in the
marketing program to convert attitudes into actual sales. Other promotional activities, such as
telemarketing, are vastly superior to advertising in terms of generating sales. Accordingly, the
advertising message might attempt to drive consumers to direct sales call centres as part of an
integrated communications strategy.  Many different techniques can be used to convert
interest into sales including special price offers, special promotional offers, attractive trade-in
terms or guarantees.
OBJECTIVES OF THE STUDY

 Brand awareness you know you need it, but you might not know how to get started.
That’s probably because you haven’t been able to pinpoint your brand
awareness objectives and goals.
 It’s crucial to first identify what you want to achieve with your brand-awareness
campaign. This informs the content you create, the distribution channels you use, and
the audiences you target. It will also help you figure out how to measure brand
awareness and track your progress.
 Here we outline common brand awareness objectives and goals, so that you can
choose the best one for your brand awareness strategy and better understand how to
build a campaign that’s suited to your needs.
 Brand awareness is a crucial stepping stone to achieving your performance-
marketing goals. Use brand-awareness campaigns to build an audience of potential
leads by driving people to complete a specific action, such as signing up for a
newsletter, downloading an ebook, or buying a product.
 Remember, your brand-awareness campaigns don’t exist in a vacuum. There is
always room to optimize them and use them to inform future campaigns that move
customers down the funnel.

SCOPE OF THE STUDY

 With the vast amount of products options, having a differentiated message and an

audience that can distinguish a company’s brand from its competitors is crucial. It can
mean the difference between success and failure for a company.
  Entire marketing campaigns can be constructed around promoting awareness of a
brand. Spreading brand awareness is especially important during a company’s first
few years, when they are trying to make a name for themselves.

 When consumers are aware of the product a company offers, they will more likely go
straight to that company if they need that product, instead of researching other places
that they can acquire that product. Businesses with strong branding are viewed as
accepted by the market. Therefore, they are trusted more by consumers who are
looking to purchase a new product.

RESEARCH METHODOLOGY

SOURCES OF DATA:
 The data has been collected from both primary and secondary sources, to get
information regarding the organization and products.

PRIMARY DATA:

Primary data has been collected through questionnaires. The questionnaire was mostly
related to the brand awareness towards MARKET of the customers on different feature such
as the model, price, effectiveness of the brand etc. Provided by BIG BAZAAR.

SECONDORY DATA:

Secondary data has been taken from bellow sources:

1. Reports

2. Pamphlets

3. Advertisement

4. Customer database

5. Newspapers

6. Internet

SAMPLING:

Out of few lakes of FOODS MARKET customers spread all over India, the customers of
heritage foods ind ltd , Hyderabad city only are taken as target population for the study.

SAMPLESIZE:

The sample size of 100 is selected from the database of the company. The study
requires on in depth survey and teen observation in collecting data regarding the brand
awareness levels of BIG BAZAAR customers.

SAMPLING TECHINIQUE:
 Only simple random sampling technique is adopted in selection the sample. In this
technique, each and every unit of the population has on equal opportunity of being selected in
the sample

DATA COLLECTION PROCESS:

Based on need and objectives, types of data required for study and other sources of data
are identified.

STATEMENT OF THE PROBLEM

Brand awareness is related to the functions of brand identities in consumers’ memory and can
be measured by how well the consumers can identify the brand under various
conditions. Brand awareness is also central to understanding the consumer purchase decision
process. Strong brand awareness can be a predictor of brand success. It is an important
measure of brand strength or brand equity and is also involved in customer satisfaction, brand
loyalty and the customer's brand relationships.

Brand awareness is a key indicator of a brand's market performance. Every year advertisers
invest substantial sums of money attempting to improve a brand's overall awareness levels.
Many marketers regularly monitor brand awareness levels, and if they fall below a
predetermined threshold, the advertising and promotional effort is intensified until awareness
returns to the desired level. Setting brand awareness goals/ objectives is a key decision in
marketing planning and strategy development.

Brand awareness is one of major brand assets that adds value to the product, service or
company. Investments in building brand awareness can lead to sustainable competitive
advantages, thus, leading to long-term value.

LITERATURE REVIEW
  Mehir and Bipasha (2017) in their research paper 'Relationship between l^arketing
Efforts and Sales of Consumer Brands: An Empirical Study in India', examined the
relationship between the marketing efforts of firms, how much time and money, they
put into the marketing of particular products and the returns they get from these
products. Results suggest that there exists a constant return to scale of sales (in units)
tb marketing efforts for both the brands under study. After reviewing the related
articles from last two decades, it was concluded that little research has been
performed in developing a perceptual concept/model to measure brand uniqueness.
This further emphasizes the need to carry out this research and develop a model to
measure brand uniqueness. The model is called as Brand Symmetry Index score. The
model can assist in marketing communications and provide brand managers a tool
through which they can measure brand uniqueness score.
 Tanmay et al. (2016) in their article 'l^arketing M\x Elements Influencing Brand
Equity and Brand Choice' discussed a model which could identify the effects
associated to brand equity of the passenger car industry in India. The study examines
the effects of marketing activities on the brand equity, in which a survey was
performed to gather data from ten shopping centers In India. The study employs the
Structural Equation Model to analyze the data wherein it indicates that cultural
differences of consumers exhibit the impact of marketing to the brand equity
development.
 Jooyoung et al. (2015) in their l-esearch paper 'Antecedents of True Brand Loyalty'
examined a model of six latent constructs and proposed that true brand loyalty can be
explained as a result of five distinct antecedents: brand credibility, affective brand
conviction, cognitive brand conviction, attitude strength, and brand commitment.
 Anand et al. (2014) in their article 'Dettol: Managing Brand Extensions' discussed the
case of a parent brand and its subsequent extensions into different product categories.
To achieve fast growth and leverage the strong brand equity of Dettol, Reckitt
Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of
these extensions such as Dettol soap and Dettol liquid hand wash became phenomenal
successes, but most others failed to perform. The case deals with the questions of why
some extensions achieve great success while others fail miserably.

BIBLIOGRAPHY
 MARKETING MANAGEMENT

- Philip Kotler

 BEST OF BRANDING.

- Gregory, James

 THE BUSSINESS OF BRANDS

- Miller & Muir