Final Project to Print

1.0 INTRODUCTION

The project is undertaken to measure the brand awareness level of Agricultural machineries

which produced by KAMCO LTD among the farmers in Palakkad, measuring the brand awareness level

of the company. A particular company’s brand is of vital importance since it indicates the number of

people who are aware of a particular brand in a given period of time and it also highlights the effectiveness

of the different advertising or promotional tools used for the purpose.

Brand awareness is the consumers’ ability to recognize or recall (identify) the brand within a

given product category in sufficient detail to make a purchase decision. This also means that the

consumers can propose, recommend, choose, or use the brand. The objectives of most advertising

campaigns are to create and maintain brand preference. The first step is to make potential consumers

aware of a brand’s existence.

One of the prominent goals of any business should be to build brand image and awareness of

its product, albeit in as cost – effective manner as possible. The consumer tends to make purchasing

decision based on peer recommendation and direct experience, as well as traditional advertising methods.

The project aims towards increasing the brand awareness since its one of the effective tools to affect

the final purchase decision and the volume of sales. I had used the topic to find out or measure the brand

awareness level among the customers and the ways to increase its awareness.

Kerala Agro Machinery Corporation Ltd. (KAMCO) was established in the year 1973 as a

wholly owned subsidiary of Kerala Agro Industries Corporation Ltd. (KAIC), Trivandrum, for the

manufacture of agricultural machinery specifically Power Tillers and Diesel Engines. Subsequently

KAMCO became a separate Govt. Of Kerala undertaking in 1986. Paid up capital is Rs. 161 lakh and the

Present Net Worth of the Company is Rs. 6014.14 lakh. The total workforce at present is a 567 Certified for

ISO 9001 - 2000 version from September 2002.

The analysis was done with the help of the data collected through questionnaire taking the sample

size of 50 in three different areas in Palakkad that is Kongad, Katampazhipuram and Kannadi. As the brand

awareness is directly associated with a promotion strategy taken by the company, its effectiveness is

evaluated and the steps to increase the awareness level of the customers are considered.

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Therefore, I have used various tools and techniques for the purpose of analysis of the data and have

tried to throw a clear light towards the level of brand awareness of Agricultural equipment’s of KAMCO

and the measures to increase its awareness and to evaluate the best media of communication for the

purpose.

1.1 PROFILES

a) INDUSTRY PROFILE

SECURITIES MARKET IN INDIA–AN OVERVIEW

The securities markets in India have witnessed several policy initiatives, which has refined the market

micro-structure, modernised operations and broadened investment choices for the investors. The

irregularities in the securities transactions in the last quarter of 2000-01, hastened the introduction and

implementation of several reforms. While a Joint Parliamentary Committee was constituted to go into the

irregularities and manipulations in all their ramifications in all transactions relating to securities, decisions

were taken to complete the process of demutualization and corporatisation of stock exchanges to separate

ownership, management and trading rights on stock exchanges and to effect legislative changes for

investor protection, and to enhance the effectiveness of SEBI as the capital market regulator. Rolling

settlement on T+5 basis was introduced in respect of most active 251 securities from July 2, 2001 and in

respect of balance securities from 31st December 2001. Rolling settlement on T+3 basis commenced for all

listed securities from April 1, 2002 and subsequently on T+2 basis from April 1, 2003. The derivatives

trading on the NSE commenced with the S&P CNX Nifty Index Futures on June 12, 2000. The trading in

index options commenced on June 4, 2001 and trading in options on individual securities commenced on

July 2, 2001. Single stock futures were launched on November 9, 2001. Due to rapid changes in volatility in

the securities market from time to time, there was a need felt for a measure of market volatility in the form

of an index that would help the market participants. NSE launched the India VIX, a volatility index based

on the S&P CNX Nifty Index Option prices. Volatility Index is a measure of market’s expectation

of volatility over the near term. The Indian stock market regulator, Securities & Exchange Board of India

(SEBI) allowed the direct market access (DMA) facility to investors in India on April 3, 2008. To begin

with, DMA was extended to the institutional investors. In addition to the DMA facility, SEBI also decided

to permit all classes of investors to short sell and the facility for securities lending and borrowing scheme

was operationalized on April 21, 2008. The Debt markets in India have also witnessed a series of reforms,

beginning in the year 2001-02 which was quite eventful for debt markets in India, with implementation of

several

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important decisions like setting up of a clearing corporation for government securities, a negotiated dealing

system to facilitate transparent electronic bidding in auctions and secondary market transactions on a real

time basis and dematerialisation of debt instruments. Further, there was adoption of modified Delivery

versus-Payment mode of settlement (DvP III in March 2004). The settlement system for transaction in

government securities was standardized to 11 T+1 cycle on May 11, 2005. To provide banks and other

institutions with a more advanced and more efficient trading platform, an anonymous order matching

trading platform (NDSOM) was introduced in August 2005. Short sale was permitted in G-secs in 2006 to

provide an opportunity to market participants to manage their interest rate risk more effectively and to

improve liquidity in the market. ‘When issued’ (WI) trading in Central Government Securities was

introduced in 2006.

As a result of the gradual reform process undertaken over the years, the Indian G-Sec market has become

increasingly broad-based and characterized by an efficient auction process, an active secondary market,

electronic trading and settlement technology that ensures safe settlement with Straight through Processing

(STP). This chapter, however, takes a review of the stock market developments since 1990. These

developments in the securities market, which support corporate initiatives, finance the exploitation of new

ideas and facilitate management of financial risks, hold out necessary impetus for growth, development and

strength of the emerging market economy of India.

PRODUCTS

Transfer of resources from those with idle resources to others who have a productive need for them is

perhaps most efficiently achieved through the securities markets. Stated formally, securities markets

provide channels for reallocation of savings to investments and entrepreneurship and thereby decouple

these two activities. As a result, the savers and investors are not constrained by their individual abilities, but

by the economy’s abilities to invest and save respectively, which inevitably enhances savings and

investment in the economy. Savings are linked to investments by a variety of intermediaries through a

range of complex financial products called “securities” which is defined in the Securities Contracts

(Regulation) Act, 1956 to include:

1. shares, scrips, stocks, bonds, debentures, debenture stock or other marketable securities of a like

nature in or of any incorporated company or body corporate;

derivatives;

units of any other instrument issued by any collective investment scheme to the

investors in such schemes;

security receipt as defined in clause (zg) of section 2 of the Securitization and

Reconstruction of Financial Assets and Enforcement of Security Interest Act, 2002;

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units or any other such instrument issued to the investors under any mutual fund scheme;

any certificate or instrument (by whatever name called), issued to an investor by any issuer

being a special purpose distinct entity which possesses any debt or receivable, including

mortgage debt, assigned to such entity, and acknowledging beneficial interest of such

investor in such debt or receivable, including mortgage debt, as the case may be;

2. government securities,

such other instruments as may be declared by the Central Government to be securities; and

b) COMPANY PROFILE

1.2 STATEMENT OF THE PROBLEM

In the emerging knowledge based economy, it has become necessary to know how much market

power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer

needs and preferences keep changing where brands ultimately command customer loyalty.

The realistic side of the problem is to know the acceptance level of the brand awareness towards the

product. This study will help us to understand the brand awareness and what problems are being faced by

the consumers, to which appropriate measures to be taken to solve the problems.

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This project has mainly been taken up to understand the brand awareness, buying motives to ensure

the “Brand awareness towards the agro machineries of KAMCO”. Apart from this it is to understand the

new opportunities in the market for the improvement of brand awareness and sales towards the products

1.3 OBJECTIVES OF THE STUDY

(a) Primary Objectives

1. To know the Brand Awareness level of KAMCO’s products among the farmers in and around

Palakkad.

The main objective of any business is to acquire larger market share, or higher percentage of sales in the

Industry, This could be only achieved by building a higher percentage of brand loyal customers. Any

company can survive through the stiff competition in the market if it has a brand loyal customer .

Today, many major companies in the market have brand loyal customers and they adopt many strategies

to maintain and improve their branded equity. Without creating a proper Brand awareness they cannot

build brand image.

(b) Secondary Objectives

The study has been conducted with the following objectives in mind:-

To judge the awareness level of the prospective customer. .

To judge which promotional tool is effective to increase the awareness level among the

People.

1.4 RESEARCH METHODOLOGY

To define any research problem and give a suitable solution for the problem, a sound research in

inevitable.

Research methodology underlines the various steps involved by the researcher in systematically

solving the problem with the objective of determining various facts.

1.4.1 Type of research

The research is of descriptive research type. Descriptive research is used to describe characteristics of

a population or phenomenon being studied. It does not answer questions about how/when/why the

characteristics occurred. Rather, it addresses the "what" question (What are the characteristics of the

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population or situation being studied?) The characteristics used to describe the situation or population are

usually some kind of categorical scheme also known as descriptive categories.

1.4.2 Population

The prospective customers for Agro machineries of KAMCO in Palakkad are the population used for this

research.

a. Sampling method

The convenience sampling method is adopted in selecting the sample. Convenience sampling is a non-

probability sampling technique where subjects are selected because of their convenient accessibility and

proximity to the researcher.

b. Sampling size

The sample size of 50 selected from three different parts of Palakkad district, that is Kongad,

Kadampazhipuram and Kannadi is the population. The study requires in depth survey and keen

observation in collecting data regarding the brand awareness level of Agro machineries of KAMCO.

1.4.3 Data collection instrument and procedure

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

Both Primary as well as Secondary Research Method has been included for preparing this final report.

Primary data has been collected through questionnaires. The questionnaire was mostly related to the brand

awareness towards Agro machineries on different feature such as the model, price, effectiveness of the

brand etc.

Secondary data have been taken from bellow sources:

1. Reports

2. Pamphlets

3. Advertisement

4. Newspapers

5. Internet

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1.4.4 Data analysis tool

Percentage analysis and weighted average method are used for data analysis.

1.4.5 Limitations of the study

The data collection conducted around Kongad, Katampazhipuram and Thenkurussi of Palakkad and

that population only is considered for the study.

The findings and the suggestions cannot be generalized because the perception of customers will be

different according to the personality.

Some customers were not willing to give appointment due to their busy schedule.

Due to the fast pace of life, some customers were not able to do with justification to the questions.

INTRODUCTION

In this chapter the researcher focused on studying the various researches which are already

researched by several authors. This study shows a path to the researcher to get a real view of the project.

Brand awareness is the ability of customer to recall and recognize the brand. The researchers showed a

detailed study towards the topic Brand awareness level of KAMCO’s machineries.

Brand

A traditional definition of a brand was: “the name associated with one or more items in the product line that

is used to identify the source of the character of the item (s)” (Kotler, 2000).

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The American Marketing Association (AMA) definition of a brand is “a name, term, sign, symbol, or

design, or a combination of them, intended to identify the goods and services of one seller or group of

sellers and to differentiate them from those of competitors”

Brand Equity

(Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand name and symbol

that adds to or subtracts from the value provided by a product or service to a customer. However, many

factors can be attributed to the value of the brand for example awareness, recall and recognition. Brand

equity as a differentiating factor that can influence consumers’ response to brand’s marketing activities. In

an attempt to define the relationship between customers and brands, the term brand equity in the marketing

literature emerged

There have been different perspectives or considering brand equity; the customer-based perspectives, the

financial perspectives and combined perspectives. The first perspective of brand equity is from a financial

market’s point of view where the asset value of a brand is appraised (Farquhar, 1991). Customer-based

brand equity is evaluating the consumer’s response to a brand name (Keller, 1993). While this study focus

on the customer based perspectives.

A Framework for Measuring Customer-Based Brand Equity

Aaker (1991) defines Brand equity as the value that consumers associate with a brand. It is the consumers’

perception of the overall superiority of a product carrying that brand name when compared to other brands.

Brand equity refers to consumers’ perception rather than any objective indicators. A conceptual framework

for measuring customer-based brand equity is developed by using the concept of Aaker’s five dimensions

of brand equity

1. Brand Awareness

Aaker (1991) defines brand or name awareness as “the ability of a potential buyer to recognize or recall

that a brand is a member of a certain product category.” Therefore, it is important that a link between

product class and brand is implicated because the scope of brand awareness is very wide, ranging from an

unsure sensation that the brand name is recognized, to a conviction that it is the only one in the product

class. Brand awareness refers to the strength of a brand’s presence in the consumer’s mind.

It is a measure of the percentage of the target market that is aware of a brand name . Marketers can create

awareness among their target audience through repetitive advertising and publicity. Brand awareness can

provide a host of competitive advantages for the marketer. These include the following:

Brand awareness renders the brand with a sense of familiarity.

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Name awareness can be a sign of presence, commitment and substance.

The salience of a brand will decide if it is recalled at a key time in the purchasing process.

Brand awareness is an asset that can be inordinately durable and thus sustainable.

It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. Brand

awareness is vitally important for all brands, but high brand awareness without an understanding of what

sets one apart from the competition does one virtually no good.

Brand awareness is measured according to the different ways in which consumers remember a brand, which

may include brand recognition, brand recall, top of the mind brand and dominant brand.

Brand recognition: It related to consumers’ ability to confirm prior exposure to that brand when

given the brand a cue. It requires that consumers can correctly discriminate the brand as having been

previously seen or heard.

Brand recall: Brand recall relates to consumers’ aptitude to retrieve the brand from memory given

the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It

requires consumers to correctly generate the brand of memory when given a relevant cue.

Top-of-mind brand: This is the brand name that first comes to mind when a consumer is presented

with the name of a product classification.

Dominant Brand: The ultimate awareness level is brand name dominance, where in a recall task;

most consumers can only provide the name of a single brand.

According to Aaker (1996), for new or niche brands, recognition can be important. For well-known brand

recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand opinion can be used

in part to enhance the measurement of brand recall.

2. Brand Associations

A Brand association is the most accepted aspects of brand equity (Aaker 1992). Associations represent the

basis for purchase decision and for brand loyalty. Brand associations consist of all brand-related thoughts,

feelings, perceptions, images, experiences, beliefs, attitudes (Kotler and Keller 2006) and is anything

linked in memory to a brand. Chen A.C.H (2001) categorized two types of brand associations - product

associations and organizational associations.

a. Product Associations

Product associations include functional attribute associations and non-functional associations.

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Function attributes are the tangible features of a product (de Chernatony and McWilliam, 1989). While

evaluating a brand, consumers link the performance of the functional attributes to the brand (Pitta and

Katsanis 1995). If a brand does not perform the functions for which it is designed, the brand will has low

level of brand equity. Performance is defined as a consumer’s judgment about a brand’s fault-free and long-

lasting physical operation and flawlessness in the product’s physical construction.

Nonfunctional attributes include symbolic attributes (Farquhar & Herr 1993) which are the intangible

features that meet consumers’ needs for social approval, personal expression or self-esteem Consumers

linked social image of a brand, trustworthiness, perceived value, differentiation and country of origin to a

brand.

Social Image

Laser (1995) limit the reference of the image dimension to the social dimension, calling it social image as a

social image contributes more to brand equity. Social image is defined as the consumer’s perception of the

esteem in which the consumer’s social group holds the brand. It includes the attributions a consumer makes

and a consumer thinks that others make to the typical user of the brand.

Perceived Value

Value appeared in several brand equity models (Feldwick 1996) define perceived value as the perceived

brand utility relative to its costs, assessed by the consumer and based on simultaneous considerations of

what is received and what is given up to receive it. Consumer choice of a brand depends on a perceived

balance between the price of a product and all its utilities (Lassar 1995). A consumer is willing to pay

premium prices due to the higher brand equity.

Trustworthiness

Brand equity models (Lassar 1995) regard trustworthiness of a product as an important attribute in

assessing the strengths of a brand. Also define trustworthiness as the confidence a consumer places in the

firm and the firm’s communications and as to whether the firm’s actions would be in the consumer’s

interest. Consumers place high value in the brands that they trust.

Differentiation/Distinctiveness

The Marketing Science Institute (Leuthesser 1988) states that the underlying determinants of consumer-

based brand equity is that brands provide benefits to consumers by differentiating products, as they

facilitate the processing and retrieval of information.

Other marketing literatures (Ries and Trout 1985) also stress the importance of the distinctive character of

brand positioning in contributing to the success of a brand. Distinctiveness is defined as the degree to which

the consumer perceives that a brand is distinct from its competitors. A brand can have a price premium if it

is perceived as being different from its competitors.

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Country of origin

Thakor and Kohli (1996) argue that brand country of origin must also be considered. He defines the brand

origin as “the place, region or country to which the brand is perceived to belong with its customers”.

Country of origin is known to lead to associations in the minds of consumers. The country of origin of a

product is an extrinsic cue, which, similar to brand name, is known to influence consumers’ perceptions.

Country of origin refers to the country of origin of a firm or a product (Johansson et al. 1985), or the

country where the product is manufactured or assembled. Also states that less concern should be given to

the place where brands manufacture their products, and more to the place where people perceive the

brand’s country of origin to be. Therefore, country of origin in the proposed framework referred to the

brand’s country of origin.

b. Organizational Associations

Organizational associations include corporate ability associations, which are those associations related to

the company’s expertise in producing and delivering its outputs and corporate social responsibility

associations, which include organization’s activities with respect to its perceived societal obligations

According to Aaker (1996), consumers consider the organization that is the people, values, and programs

that lies behind the brand. Brand-as-organization can be particularly helpful when brands are similar with

respect to attributes, when the organization is visible (as in a durable goods or service business), or when a

corporate brand is involved.

Corporate social responsibility (CSR) must be mentioned as another concept that is influencing the

development of brands nowadays, especially corporate brands as the public wants to know what, where,

and how many brands are giving back to society. Both branding and CSR has become crucially important

now that the organizations have recognized how these strategies can add or detract from their value

(Blumenthal and Bergstrom 2003). CSR can be defined in terms of legitimate ethics or from an

instrumentalist perspective where corporate image is the prime concern.

3. Perceived quality

Perceived quality is the customer’s judgment about a product’s overall excellence or superiority that is

different from objective quality (Zeithaml 1988). Objective quality refers to the technical, measurable and

verifiable nature of products/services, processes and quality controls. He classified the concept of perceived

quality in two groups of factors that are intrinsic attributes and extrinsic attributes. The intrinsic attributes

relate to the physical aspects of a product (e.g. Color, flavor, form and appearance); on the other hand,

extrinsic attributes are related to the product, but not in the physical part of this one (e.g. Brand name,

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stamp of quality, price, store, packaging and production information It’s difficult to generalize attributes as

they are specific to product categories.

Zeithaml (1988) classify the concept of perceived quality in two groups of factors that are intrinsic

attributes and extrinsic attributes. The intrinsic attributes relate to the physical aspects of a product (e.g.

Color, flavor, form and appearance); on the other hand, extrinsic attributes are related to the product, but

not in the physical part of this one (e.g. Brand name, stamp of quality, price, store, packaging and

production information. It’s difficult to generalize attributes as they are specific to product categories

(Olson and Jacoby 1972)

4. Brand Loyalty

Loyalty is a core dimension of brand equity. Grumbler and Brown (1996) define brand loyalty as the

attachment that a customer has with a brand and describe different levels of loyalty. Behavioral loyalty is

linked to consumer behavior in the marketplace that can be indicated by the number of repeated purchases

or commitments to repay the brand as a primary choice. Cognitive loyalty which means that a brand comes

up first in a consumer’s mind, when the need making a purchase decision arises, that is the consumers’ first

choice. The cognitive loyalty is closely linked to the high level of awareness (top-of-mind), where the

matter of interest also is the brand, in a given category, which the consumers recall first. Thus, a brand

should be able to become the respondents’ first choices (cognitive loyalty) and is therefore purchased

repeatedly (behavioral loyalty).

Chaudhuri & Holbrook (2001) mention that brand loyalty is directly related to brand price. Identify price

premium as the basic indicator of loyalty. Price premium is defined as the amount a customer will pay for

the brand in comparison with another brand offering similar benefits and it may be high or low and positive

or negative depending on the two brands involved in the comparison.

Customer Satisfaction

Peter and Olson (1993) mention that interaction between the people’s emotions, moods, affection and

special feelings is called consumer behavior, in other words, in environmental events which they exchange

ideas and benefits each is called consumer behavior. Buying behavior reflects who purchase products for

personal use and not for business purposes.

Nigel F. Piercy (1996) in his study “The effects of customer satisfaction measurement: the internal market

versus the external market” Reports some of the findings of a recent study of the internal market effects of

customer satisfaction measurement, and identifies a number of ways in which use of customer satisfaction

information has negative effects within the organization, which may stand in the way of implementation of

market strategies of service and quality. This suggests a management agenda which extends far beyond the

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acquisition of customer satisfaction data and reporting systems, to consider the full impact of such

measurement systems.

CONCLUSION

From the previous studies, it is clearly mentioned that brand awareness is influenced in customers’

buying behavior. The three important factors influence a customer in purchasing decision is brand

recognition, brand recall, and brand dominance. While considering these factors, the lane of the study is

concerned with purchasing behavior of customers are influenced by brand awareness and the importance of

brand awareness with customers buying behavior.

INTRODUCTION

In this chapter, the researcher mainly focused on compiling the different opinions of the respondents

who evolved in providing data. Hence the collected data are represented in table manner as well as a pie

chart in detailed form. These data are then interpreted, so as to brief and to make recommendations for

further movement of the research. The data which are to be made as compiled data are utilized for making

interpretation and analysis. The data which the researcher collected contains of primary as well as

secondary data.

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TABLE 3.1 Showing the Gender of respondents

Gender Frequency PercentageMale 42 84Female 8 16Total 50 100 (Source: Primary data)

FIGURE 3.1 Showing the Gender of respondents

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Male84%

Female16%

INTERPRETATION

The project undertaken to know the brand awareness level of KAMCO was conducted in the

district of Palakkad with the sample size of 50 through a questionnaire. Among the respondents 84%were

Male and rest 16% were Female.

TABLE 3. 2 Showing the Age Group of respondents

Age group Frequency PercentageBelow 25 3 625-45 6 1245-65 35 7065 and above 6 12Total 50 100(Source: Primary data)

FIGURE 3. 2 Showing the Age Group of respondents

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Below 25 25-45 45-65 65 and above

36

35

66%

12%

70%

12%

Frequency Percentage

INTERPRETATION

Respondents chosen were majority of the age group 45-65 which accounts for 70%, followed by 25-

45 and 65 and above which accounts to 12%, respectively, there were 6% of the respondents were aged

below 25.

TABLE 3.3 Showing the Annual income of the respondents

Annual income Frequency PercentageBelow 2 lakh 12 242-5 lakh 28 565-10 lakh 8 16Above 10 lakh 2 4Total 50 100(Source: Primary data)

FIGURE 3.3 Showing the Annual income of the respondents

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Below 2 lakh 2-5 lakh 5-10 lakh Above 10 lakh

24%

56%

16%

4%

INTERPRETATION

From the above chart, 56% respondent were the majority with annual income of Rs 2-5

lakh followed by 24% respondents with annual income Below 2 lakh. 16% respondents were in an

An income group of 5-10 lakh followed by higher class people having an annual income above 10 lakh

which account for 4%.

TABLE 3.4 Showing what Kind of agriculture the respondents are doing

Type Frequency PercentagePaddy 29 58Coconut 6 12Rubber 5 10Multiple 10 20Total 50 100(Source: Primary data)

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FIGURE 3.4 Showing what Kind of agriculture the respondents are doing

Paddy Coconut Rubber Multiple

29%

6 510

58%

12% 10%

20%


INTERPRETATION

From the above chart, 58% respondent were with the majority are in the paddy agriculture followed

by 20% are doing other agricultures such as banana and other vegetables etc.. 12% of the respondents were

doing Coconut business and remaining 10% are involved in the rubber business.

TABLE 3.5 Showing how much of agricultural land the respondents having

Size Frequency PercentageBelow 5 Acre 25 505-10 Acre 24 48Above 10 acres 1 2Don’t know 0 0Total 50 100(Source: Primary data)

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FIGURE 3.5: Showing how much of agricultural land the respondents having

Below 5 Acre 5-10 Acre Above 10 acre Don’t know

25 24

1 0

50%48%

2%0%


INTERPRETATION

From the above chart, 50% respondents with majority are owned land that below 5 acres, followed

by 48% respondents with land in 5-10 acre. Remaining 2% of respondents having land of above 10 acres.

None of the respondents are not aware about the land they’ve holding

TABLE 3.6 Showing the Type of agricultural practice the farmers are following

Mechanized/labor power Frequency PercentageMechanized 17 34Labor power 33 66Total 50 100(Source: Primary data)

FIGURE 3.6 Showing the Type of agricultural practice the farmers are doing

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17

33%34

66%

Mechanized Labour power

INTERPRETATION

Among the sample of 50, 34% are following mechanized agricultural practices. And the rest 66% sample

were are still using labor power, so the majority of the farmers in Palakkad still not mechanized their

agricultural field.

TABLE 3.7 Showing the Type of machinery equipment’s currently the mechanized farmers is using.

Type Frequency PercentageTiller 8 47Tractor 3 18Sweeper 2 12Others 4 23Total 17 100(Source: Primary data)

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FIGURE 3.7 Showing the Type of machinery equipment’s currently the mechanized farmers is using.

Tiller Tractor Sweeper Others

8

3 24

47%

18%

12%

23%


INTERPRETATION

Among the 17 mechanized farmers there are 47% of the people having a tiller for plowing their

agricultural fields , 18% of this mechanized farmers having tractors instead tillers especially the farmers

having land above 10 acre, but only 12 percentage of are having a sweeper to harvest the paddy fields, 23%

of the respondents are using other kind of agricultural equipment’s.

TABLE 3.8 Showing which company’s product currently the mechanized farmers are using

Company Frequency PercentageVST Tillers 6 35

Kamco 4 24

Ganga 4 24

Others 3 17

Total 17 100

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(Source: Primary data)

FIGURE 3.8 Showing which company’s product currently the mechanized farmers are using

VST Tillers Kamco Ganga Others

64 4 3

35%

24% 24%

17%


INTERPRETATION

When samples were asked about the company of the products which they are currently using 35% of the

samples with a majority are using the tillers which produced by VST Tillers followed by ganga which

accounts 24%, and 4 of the samples were using Kamco’s Tiller that also accounts about 24%, and 17% of

the samples are using machineries of other than these three companies like Tesmaco, Crompton greaves .

TABLE 3.9 Showing how many respondents are already heard about KAMCO

Frequency PercentageYes 30 60No 20 40Total 50 100(Source: Primary data)

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FIGURE 3.9: Showing how many respondents are already heard about KAMCO

Yes No

60%

40%

Percentage

INTERPRETATION

When the respondent were asked about whether they had heard about KAMCO or not, 60% people out of 50

responded that they had heard about the product and the rest 40% people had not heard about the product

TABLE 3.10 Showing the response when the respondents asked KAMCO as the first choice when buying an Agro machinery

Frequency PercentageYes 6 20No 24 80Total 30 100

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(Source: Primary data)

FIGURE 3.10: Showing the response when the respondents asked KAMCO as the first choice when buying an Agro machinery


6

20%24

80%

Yes No

INTERPRETATION

Among the sample of 50, 20 samples not aware about the brand KAMCO. So when the rest 30 sample

were asked, 20% have chosen KAMCO as their first choice and 80% has not chosen KAMCO as their first

choice.

TABLE 3.11 Showing the Reason for not choosing KAMCO as first choice

Reason for not choosing KAMCO as their choice


Unawareness 14 58Dealerships 6 25

24

Others 4 17Total 24 100(Source: Primary data)

FIGURE 3.11: Showing the Reason for not choosing KAMCO as first choice

Unawareness Dealerships Others

14

6 4

58%

25%

17%


INTERPRETATION

From the above chart 58% of the respondents who voted KAMCO as not their first choice while

choosing an agro machinery, because they don’t know anything about the brand or they didn’t even heard or

seen it. 25% responded that they don’t find any dealership of KAMCO nearby their place, followed by 17%

respondents who have other reasons.

TABLE 3.12 Showing the source of information about KAMCO by the respondents

Where did you get the information about KAMCO


TV 2 7Friends 9 30

25

Exhibitions 10 33Magazines 3 10Others 6 20Total 30 100(Source: Primary data)

FIGURE 3.12 Showing the source of information about KAMCO by the respondents

TV Friends Exhibitions Magazines Others

2

9 10

3

67%

30%

33%

10%

20%


INTERPRETATION

About 10 out of 30 that is 33% people responded that they came to know about the Products of

KAMCO through the exhibitions, followed by 30% and 20% of who said they came to know about the

products through their friends and other sources, magazines and TV has a less influence in the brand

awareness level of the company as 10% and 7% of the respondents are coming to know about KAMCO

through Magazines and TV.

TABLE 3.13 Showing how many of the respondents are aware about the product list of KAMCO

Frequency PercentageYes 10 33

26

No 20 67Total 30 100(Source: Primary data)

FIGURE 3.13: Showing how many of the respondents know the product list of KAMCO


10

33%

20

67%

Yes No

INTERPRETATION

Among the sample of 30, 67% of them are not aware about the products of KAMCO, but the rest of the

33% respondents know the product list of KAMCO.

TABLE 3.14: Showing how many of the respondents know the price list of KAMCO

Frequency PercentageYes 9 30No 21 70

27

Total 30 100(Source: Primary data)

FIGURE 3.14: Showing how many of the respondents know the price list of KAMCO


9

30%

21

70%

Yes No

INTERPRETATION

Among the sample of 30, 70% of them are not aware about the price list of KAMCO, but the rest of the

30% know the price list of KAMCO.

TABLE 3.15 Showing how many of the respondents Are able to recognize the logo of KAMCO.Ltd


28

Yes 9 30No 21 70Total 30 100(Source: Primary data)

FIGURE 3.15 Showing how many of the respondents Are able to recognize the logo of KAMCO.Ltd


9

30%

21

70%

Yes No

INTERPRETATION

Among the sample of 30, 70% of them cannot recognize the brand when they see any of their product or

advertisement, but the rest of the 30% can recognize the brand by its product or logo.

TABLE 3.16 Showing how much the advertisement of this brand influencing the respondents


29

Highly 0 0Average 0 0Poor 11 37Never 19 63Total 30 100(Source: Primary data)

FIGURE 3.16 Showing how much the advertisement of this brand influencing the respondents

Highly Average Poor Never

0 0

11

19

0% 0%

37%

63%


INTERPRETATION

Among the sample size of 30, 63% of them responded they didn’t see any advertisement of

KAMCO on Television or other print media so the advertisements never influenced them, the rest of the

37% also said KAMCO’s advertisements are poor.

TABLE 3.17 Showing How often the respondents see the advertisements of KAMCO

How often have you heard or seen it


Many times 2 7

30

Often 2 7Don’t know 8 26Never 18 60Total 30 100(Source: Primary data)

FIGURE 3.17 Showing How often the respondents see the advertisements of KAMCO

Many times Often Don’t know Never

2 2

8

18

7% 7%

26%

60%


INTERPRETATION

From the above chart, 3.17 out of 30 that is 60% people responded that they have never heard about

or seen the advertisements followed by 26% are don’t know if they have seen or not, only a few that is

about 7% of the respondents are told they seen the advertisements many ties and often times.

TABLE 3.18 Showing the perception of the respondents towards the brand KAMCO.Ltd


High quality 19 63

31

Low Maintenance 3 10

Well-known brand name 3 10

Durability 5 17Total 30 100(Source: Primary data)

FIGURE 3.18 showing the perception of the respondents towards the brand KAMCO.Ltd

High quality Low Maintenance Well-known brand name Durability

19

3 3 5

63%

10% 10%

17%


INTERPRETATION

This question was answered by only those respondent who have already heard about KAMCO LTD to

know their perception towards the brand, Among the sample size of 30 63% people think KAMCO’s

products are high quality followed by 17% are responded the question as durability, and the rest of them are

saying KAMCO is well established brand name (10%) and Low maintenance (10%)

TABLE 3.19 showing how the respondents rated this brand in five point scaling method against its competitors

32

Frequency Percentage5 of 5 3 10

4 of 5 4 13

3 of 5 15 50

2 of 5 8 27

1 of 5 0 0


FIGURE 3.19 showing how the respondents rated this brand in five point scaling method against its competitors

5 of 5 4 of 5 3 of 5 2 of 5 1 of 5

3 4

15

8

0

10%13%

50%

27%

0%


INTERPRETATION

When samples was asked to rate the brand KAMCO majority of respondents rated 3 out of 5 (50%)

followed by 2 of 5 (27%) and 13% people rated as 4 out of 5 and 4 out of 5 are Only 10% respondents rated

as 5 out of 5.

TABLE 3.20 Showing the Possibility of buying KAMCO’s products in the future


33

Definitely yes 2 7

Mostly 21 70

May be 4 13

No 3 10 Total 30 100(Source: Primary data)

FIGURE 3.20 Showing the Possibility of buying KAMCO’s products in the future

Definitely yes Mostly May be No

2

21

4 37%

70%

13%10%


INTERPRETATION

When the respondents are asked the possibility of buying KAMCO’s products if they planning to

buy an agro machinery in future 70% are responded mostly with the majority, followed by 13% and 10%

are said May be and No respectively only 7% respondents are definitely ready to buy a KAMCO’s product

if they want to buy an agro machinery.

TABLE 3.21 Showing How important is the brand name while choosing an agro machinery

34

Importance of brand name Frequency PercentageHighly important 5 17

Important 16 53

Not necessary 8 27

Don’t know 1 3


FIGURE 3.21 Showing How important is the brand name while choosing an agro machinery

Highly important Important Not necessary Don’t know

5

16

8

1

17%

53%

27%

3%


INTERPRETATION

When samples was asked whether the brand name is important, majority 53% respondents agreed brand

name is important followed by 27% with an opinion as Not necessary. 17% respondents rated as

important, followed by 3% as don’t know.

TABLE 3.22 Showing whether the respondents will recommend this brand to others or not

35

Would you recommend this product to others


Definitely 3 10May be 24 80No 3 10Neutral 0 0Total 30 100(Source: Primary data)

FIGURE 3.22 Showing whether the respondents will recommend this brand to others

Definitely May be No Neutral

3

24

30

10%

80%

10%

0%


INTERPRETATION

When the sample was asked whether they will recommend this product to others 80 % respondents

replied May be followed by 10% respondents replied definitely and No respectively.

INTRODUCTION

36

In this chapter, the researcher made the total abstract of the research. The researcher analysed

various interpretations from the charts and tables. The core of the research is mentioned in the topic. From

all the processed data the researcher recommended various suggestions. The three aspects of the research

are the abstract of the data which are processed in the previous chapter. The various suggestions for

improving the brand awareness and the top of mind of the respondents are abstracted here. The findings

and the suggestions are accordance with the objective of the study.

4.1 SUMMARY

37

This report was commissioned to examine the brand awareness level of KAMCO LTD with reference to the

farmers in and around Palakkad.

Brand awareness is the consumers’ ability to recognize or recall (identify) the brand within a given product

category in sufficient detail to make a purchase decision. This also means that the consumers can propose,

recommend, choose, or use the brand. The objectives of most advertising campaigns are to create and

maintain brand preference. The first step is to make potential consumers aware of a brand’s existence.

The research draws attention to various factors which indicates the level of awareness like familiarity with

the company logo and advertisement recalling ability of the prospective customers. The factors by which

most people came to know about the brand is the most effective marketing channel as it creates more

awareness. Further investigation reveals the level of brand awareness compared to other companies. This

gives an idea about the brand awareness level compared to competitors more over it analyse the overall

perception about the brand which is a result of brand image and awards.

This report evaluates and concludes that the brand KAMCO has got only an average brand image and there

is a very unfavourable condition in the market for various reasons. Still company can make the marketing

channels stronger to reach unexplored markets across the country. In short, we can understand from the

research that the brand (KAMCO) is quite unknown to people. KAMCO has not built its brand awareness

among a relatively lesser number of people in an around Palakkad.

4.2FINDINGS

38

The majority of the respondents is still using labor power for agricultural practices (Ref. TABLE 3.6).

The majority of the respondents refused to choose KAMCO as the first choice when buying an Agra machinery, the main reason is unawareness (Ref: and TABLE 3.10).

The majority of the respondents are not aware about the product list and price range of KAMCO’s

machineries (Ref: TABLE 3.13) and (Ref: TABLE 3.14).

The majority of respondents never heard or seen the advertisements of KAMCO (Ref: TABLE

3.17).

The majority of the respondents has a positive perception towards KAMCO that it produces high

quality machineries (Ref: TABLE 3.18).

The majority of the respondents said they’re almost ready to prefer KAMCO if they want to buy an

Agra machinery in the future (Ref: TABLE 3.20).

Irrespective of age and income, people consider brand name as highly important while buying an

agro machinery too (Ref: TABLE 3.21).

Majority of the respondents are not sure to recommend the brand to others because they don’t know

about the brand and only a small percent are willing to recommend the brand and it is based on their

perception towards KAMCO (Ref: TABLE 3.22).

4.3 SUGGESTIONS

39

Suggestions are done on the basis of finding and analysis of data collected through Questionnaire:-

Advertising plays a very important role in increasing the awareness and in reminding the customer

about the products and services offered by KAMCO.Ltd. Hence advertisement about the firm and

its products and services must be aired on local TV channels as well as in local magazines.

The majority of respondents are not yet mechanized their agricultural field, so it is an opportunity

for KAMCO.Ltd to reach to prospect customers by any marketing campaigns.

As a major percentage of the respondents are above at the age of 40 years old, local newspapers,

magazines, exhibitions and local channels would be the preferred mode for promotional activities.

By offering more variants in the product portfolio KAMCO can attract more farmers in the various

segments.

As from the INTERPRETATION, most important criteria’s for selection of an agro machinery is its

specifications which include price, productivity, efficiency, maintenance, etc. There would be a

definite increase in the sale of the products of KAMCO if this point would be looked into and

improved.

It can be observed that since the people tends to forget the advertising of a particular product a

reminder message has to be enforced in a regular interval and in a proper medium which would

reach a large number of potential customers

4.4 CONCLUSION

40

Accomplishing this project on brand awareness was an excellent and knowledge gaining

Experience for the researcher. Despite the small sample size for questionnaire this project helped me to

know the view of customer and common people towards the brand awareness of KAMCO.Ltd. Brands are

now a central feature of consumer marketing, they are important in building long- term relationships with

the consumer, irrespective of the type of market. Their importance is now also being recognized in other

markets, including service and industrial. Investing in a brand builds consumer confidence and loyalty and

allows for brand stretching. It requires a consistent and long-term strategy. Only a few brands have emerged

as truly global.

In conclusion, I would say that the brand (KAMCO.Ltd) has an average brand awareness among the

farmers in Palakkad. They have not built its brand awareness among a relatively large number of people in

an around Palakkad it may due to their promotional activities. The customers are not aware largely of the

product and price list with the help of Television and Word of mouth and the products still has a way to

increase its advertising channels to reach the relatively large number of people.

BIBLIOGRAPHY

41

Reference Books:

Farquhar (1991)3,” Recognizing and Measuring Brand Assets”, Marketing Science Institute,

Cambridge, MA

Farquhar, P.H., Herr P.M. (1993),”The dual structure of brand associations”, In Aaker, D.A.,

Biel, A. Eds. Brand Equity & Advertising: Advertising’s Role in Building Strong Brands, 263-77.

Kotler, Philip (2000), “Marketing Management”. The Millennium Edition, Upper Saddle River,

Prentice Hall.

Kotler, Philip and Keller, Kevin L. (2006),” Marketing Management”, 12th edition. Upper

Saddle River, NJ: Prentice Hall.

Journals:

Chaudhuri, A. And Holbrook M. B. (2001),” The chain of effects from brand trust and brand

effect to brand performance: The role of brand loyalty”, Journal of Marketing 65 (April): 81-93.

Chen A.C.H. (2001),” Using free association to examine the relationship between the

characteristics of brand associations and brand equity”, Journal of Product & Brand Management

10 (7): 439 – 451

De Chernatony, L. & McWilliam G. (1989),”The varying nature of brands as asset”, International

Journal of Advertising 8: 339-49.

Johansson (1985),” Assessing the impact of country of origin on product evaluations: a new

methodological perspective”, Journal of Marketing Research 5 (3): 175-187.

Keller KL. (1993),” Conceptualizing, measuring, and managing customer-based brand equity”,

Journal of Marketing 57 (1): 1-22.

Feldwick, P. (1996),” What is brand equity anyway and how do you measure it”, Journal of the

Market Research Society. 38: 85-104.

Gremler, D. And Brown, S.W. (1996),” The loyalty ripple effect: appreciating the full value of

customers”, International Journal of Service Industry Management 10 (3): 271-93

Reference from website:

42

www.safaribooksonline.com

www.articlebase.com

www.wikipedia.com

www.kamcoindia.com

www.slashdocs.com

QUESTIONNAIRE

Sir/Madam,

43

http://www.slashdocs.com/

http://www.kamcoindia.com/

http://www.wikipedia.com/

http://www.articlebase.com/

http://www.safaribooksonline.com/

I am Subair. NA, from LEAD College of Management, Palakkad. As a part of my MBA course, I am doing a project on the topic “A study on the Brand awareness level of Agro machineries produced by KAMCO .Ltd among the farmers in Palakkad”. I would appreciate it if you could take a few moments of your time to carry out this survey. All results will be kept confidential.

Name…………………………………………………….. Address……………………………………………………..

……………………………………………………..……………………… PH…………………………..

1. Gender?

Male Female

2. Your age group?

25-30 30-40

40-60 60 and above

3. Annual Income?

Below 2 lakh 2 - 5 Lakh

5 - 10 lakh Above 10 lakh

4. What kind of Agriculture Business are you into?

Paddy Wheat Rubber Others

5. How much agricultural land do you own?

Below acresre 5-10 acre Above 10 acre don’t know

6. What sort of agricultural practices are you following?

Mechanized Labor power

7. If mechanized what are all the equipment’s you are using?

Tractor Tiller

44

Sweepers Others

8. Which company’s equipment’s are you using?

KAMCO VST Tillers

Tesmaco Others

9. Have you ever heard about the company KAMCO?

Yes No

If you answered “NO” at question no 9, the questionnaire ends here.

Thank you for your valuable time.

The following questions are all about KAMCO.Ltd.

10. If your answer to question no 6 is “Labor power”

Your preferred brand while choosing an Agro machinery is KAMCO.

Yes No

If no, what are the reasons for not choosing KAMCO? Ans…………………

11. Where have you heard about KAMCO?

TV Friends Company salesman

Magazines Others (specify………………………….)

12. Are you aware about the products of KAMCO?

Yes No

13. Are you aware about the price list of KAMCO’s products?

45

Yes No

14. Are you able to recognize the logo KAMCO.Ltd?

Yes No

15. How the advertisement about this brand influenced you?

Highly Average

Neutral Never

16. How often have you heard or seen it?

Many times often

Sometimes Others

17. What would you say this brand is best known for?

High quality Low maintenance cost

Well-known brand name Durability

18. How would you rate this brand against its competitors?

5 4 3 2 1

19. To what extent is your possibility to buy a KAMCO product when you are planning to buy in future?

Definitely yes Yes May be No

46

20. How important is a brand name while purchasing an Agro machinery?

Highly important Important

Unimportant Don’t know

21. Would you recommend this product to others?

Definitely May be

No Neutral

22. Any other suggestions with respect to the company’s product?

……………………………………………………………………………………………………………………

Thank you sir/madam

47

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