Consumer Awareness Index

Group3 Neha Sadhotra - FPM11008 Kunal Dhamesha PGP26025 Vinay Laxman PGP26128 Siddhant Singh PGP26171 Subrat Das PGP26173 Balaji Ayothi PGP26204

Consumer Awareness
Consumers skills consumers basic numerical and financial skills as well as their knowledge of logos and symbols; Consumers level of information consumers knowledge of their rights (awareness of unfair contractual terms, unfair commercial practices, guarantee rights, distance-purchasing rights, etc.), of prices, of governmental and non-governmental institutions protecting them and of different sources of information about consumer affairs; Consumers assertiveness consumers complaint and reporting behaviour, as well as consumers experience with misleading or fraudulent offers.

Consumer Empowerment
Consumers should be aware of their decisions when buying e.g. terms and conditions, comparing prices, products' labels

Consumers should be able to get information on their rights

Consumers should have access to advocacy and redress mechanisms.

Measuring Awareness
Consumers Skills Awareness of consumer legislation Consumer engagement
Basic Skills: the ability to perform basic arithmetic operations deemed necessary for consumers to make informed purchase decisions, Logos and Labels: The correct identification and interpretation of various commonly used logos related to consumer information and protection

Unfair practices, Cooling off period and Guaranteed period

Attitude in comparing products: measuring the effort consumers make in obtaining information on products & consumer attention to price differences Consumers habits when reading terms and conditions: consumers behaviour when signing contracts Interest in obtaining information on consumer rights: measures the pro-active attitude of consumers when looking for information on their rights

Methodology for calculating the Index

Each of the three fundamental factors given weights according to their importance

The factors measuring these factors also given weights Weighted sum of all the factors gives the score for each of the fundamental factors, whose weighted average in-turn gives the CAI

Top Brands in India

Top 10 Brands in India: Nokia, Colgate, Lux, Lifebuoy, Dettol, Horlicks, Tata Salt, Pepsodent, Britannia, Reliance Mobile Other notable brands in the list which do not have the same kind of advertising space or reach and most importantly which are not consumer durables or FMCG are State Bank of India, ICICI Bank and Big Bazaar The only car brand to be featured in the list is Maruti: low penetration of four wheelers

Methodology
An index required to measure overall awareness of different brands

Survey required, respondents; Urban: 40%, Rural: 60%

50 top brands in the country taken from 10 different industries; 5 brands from each industry

Calculation of the index responses from all the regions giving different Weightages: North: 2.870533, South: 9.349154,West: 10,East: 6.695389, Central: 3.973856, N-East: 0.506932

Bigger brands given higher weightage

Sampling to cover different age-groups

Responses given weightage according to penetration of TVs

Brands Chosen

Mobiles: Nokia, Samsung, LG, Micromax, Karbonn Toothpaste: Colgate, Pepsodent, Cibacca, Close-up, Babool Soaps: Lux, Lifebuoy, Hamam, Margo, Cinthol Cold-drinks: Coke, Pepsi,Thums-up, Mirinda, Frooti Banks & Insurance Cos.: SBI, LIC, ICICI, UBI, Bank of India Detergents: Ariel, Ghadi, Tide, Surf, Nirma Healthcare: Dettol, Vicks, Moov, Iodex, Boroline Shampoos: Pantene, Head & Shoulders, Clinic All-clear, Nyle, Sunsilk Cycles & Motorbikes: Hero Honda, Bajaj, TVS, Avon, BSA

Measuring the effectiveness of a campaign

Define the objectives of the campaign evaluation: raising awareness, the announcement of a new promotion or partnership, increasing sales Create Control and Exposed groups: Identify subscribers who were exposed to the campaign, responses given different weightage using proxy such as penetration of TVs Prepare the evaluation survey Analysis and Evaluation

Thank You