RESEARCH PROPOSAL

TOPIC: “A STUDY ON BRAND AWARENESS OF PETER’S RICE”

BY
SHIHAB ALI PP
INTRODUCTION
 Brand awareness is essential from the time when lot of consumers feels that if
the brand is fine famous it has decent quality. Brand awareness clearly affects
consumer preference and here by their selection of brand.

 The study has proved that the brand has almost good Awareness level among
the consumers. The consumers most prefer the product. Almost everyone in the
Thrissur district has heard of the brand. As brand Awareness has a major role in
this competitive industry this study was of an almost importance.
 This study is aims at understanding the impact of Brand Awareness of
Peter’s Rice among the customers. The study was conducted at Peter’s
Modern Rice mill Angamaly.

 Petr’s rice is a profit making concern among rice production companies.

The main product is rice it is widely accepted in certain district Kerala.
Peter’s Rice using highly modern technology and machines to meet quality
and hygienic standard of the product.

 The anuvel product capacity 6000 tons.Peter’s Rice produced different type
of rice.[Vadi, Unda, Jaya,Orange]
REVIEW OF LITERATURE
 J. Douglas McConnell (1968) , has conducted a research study titled, “The Development of Brand
Awareness : An Experimental Study”, A field experiment with a factorial design showed that consumers
developed preferences for three brands of a physically homogeneous product (beer), identical except for
brand name and price. The significance of the experiment for marketing researchers lies mainly in the relative
importance of perceived quality as a determinant of brand Awareness.
 Deepak and Agarwal (1996) , in their research study, “Effect of Brand Awareness on Advertising and
Trade Promotions: A Game Theoretic Analysis with Empirical Evidence”, In this paper the authors examined
the issue of balancing media advertising (pull strategy) and trade promotions (push strategy) for
manufacturers of consumer packaged goods.
 Thomas Semon (1993) in his paper 'Consider brand Awareness and response styles in customer
satisfaction research' suggests the inclusion of brand loyalty and response styles in customer satisfaction
research. The author suggests that many of the brand-switch triggers are based on communications rather
than personal experience.
 Arjun Chaudhuri (2002) has deliberated on the effect of brand reputation on brand Awareness. A
model of the process of brand Awareness is proposed that depicts brand reputation as a mediator of the effect
of brand advertising, brand familiarity, and brand uniqueness on brand Awareness outcomes.
STATEMENT OF THE PROBLEM
 This study is aims at understanding the impact of Brand Awareness of Peter’s Rice among the
customers. The study was conducted at Peter’s Modern Rice mill Angamaly.

 Brand awareness is a measure of how well your brand is known within its target markets. Creating
brand awareness is usually the first step in building advertising objectives. The highest level of
brand awareness is top of mind awareness. This is when customers think of you first when they need
to make a purchase within your product category. In this project the brand awareness of Peter’s Rice
is been studied. Also this study helps to relate the theoretical knowledge to market knowledge.
 
SCOPE OF THE STUDY

 Limited to finding the brand awareness of the product.

 Help the company in taking decisions regarding promotional
campaigns, advertisement strategies and positioning.
 The task of this study is to deliver a central idea about the company
and the offering to the target market.
 This study helps to find the targets of those needs that it can satisfy
in a superior way or not.
OBJECTIVE OF THE STUDY
 Primary Objective
To analyze the impact of Brand awareness of PETER’S RICE.

 Secondary Objective

To find out the satisfaction level of customers

To find out the various factors that affect the choice of the brand

To provide suggestions to improve the brand awareness

To study about the effectiveness of advertisements in building brand awareness

 
METHODOLOGY
 Information required for the project study was obtained by gathering primary data and
relevant secondary data from the resources available.
 The primary data collection was through observation and interviews conducted during the
period of the study.
 The secondary data needed to prepare this report on the organization study was obtained
from various secondary data sources.
RESEARCH DESIGN
 The research design is the blueprint for the fulfillment of objectives and answering
questions.
 It is a master plan specifying the method and procedures for collecting and analyzing needed
information.
 Descriptive Research is used in this study as the main aim is to describe characteristics of
the phenomenon or a situation.
DATA COLLECTION METHODS
The source of data includes primary and secondary data sources.
 Primary Sources:
Primary data has been collected directly from sample respondents through questionnaire and
with the help of interview.
 Secondary Sources:
Secondary data has been collected from standard textbooks, Newspapers, Magazines &
Internet.

SAMPLE SIZE
Samples are taken from the Thrissur urban and semi urban areas for the research, 150
samples are taken.
DATA ANALYSIS TECHNIQUES
The primary data are collected through questionnaire and it presented in tables.
In order to analysis and interpretation of the data simple statistical tool
selected that is Percentage analysis, hypothesis is used to analyse the data. In
addition, Microsoft excel was also used for preparing charts.

 Percentage Analysis Method

In percentage analysis method, classification and tabulation of the result
from the questionnaire is done first. Then the percentage of respondents is
calculated and these results are shown by using diagrams. After the analysis
the results are interpreted. In statistical analysis percentage method plays a
very important role.
PERCENTAGE ANALYSIS

Percentage refers to special kind of ratio. The percentage is used in

making comparison between two or more series of data. Percentage
is used to describe relationships .

Percentage = No. of Respondents x 100

Total No. of Respondents
LIMITATIONS OF THE STUDY
 Due to the lack of time the area of study was limited to the
Thrissur district
 The validity of result is dependent on information given by
respondents
 Customer perception varies from time to time

 Personal interviews with the respondents consumed more time, so

it was limited to a sample of 150 respondents

Scheme of the study
 CHAPTER 1: INTRODUCTION-STATEMENT OF THE PROBLEM
 CHAPTER2: INDUSTRY PROFILE
 CHAPTER 3: REVIEW OF LITERATURE
 CHAPTER 4: METHODOLOGY OF THE STUDY
 CHAPTER 5: DISCUSSION
 CHAPTER 6: FINDINGS OF THE STUDY
 CHAPTER 7: CONCLUSIONS.
 BIBLIOGRAPHY
 ANNEXURES