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Transcript of Project Brand awareness at Gasha Steels
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1. INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
The project is undertaken to measure the effectiveness of brand
awareness at Gasha steel Private limited with special reference to
kalliyath TMT. Measuring the effectiveness of brand awareness of a
particular company’s brand is of vital importance, since it indicates the
number of people who are as well as what values they add to the
particular brand in a particular period and it highlights the effectiveness
of the differentadvertising or promotional tools used for this purpose.
wareness in simple terms!how many people know my brand" #sually
awareness is measured through surveys that participants a series of
$uestions like what brand comes to your mind if you want to buy
steel.%ngeneral, companies, measure the unaided awareness! what
percentage of survey participants mentioned the brand without any kind
of hint. The purposes of the study are to e&plore the effects among brand
awareness, perceived $uality, brand loyalty and customer purchase
intention and mediatingeffects of perceived $uality and brand loyalty on
brand awareness and purchaseintention. %t is the consumers ability to
recogni'e or recall the brand within a given product category in
sufficient detail to make a purchase decision. %t also means that the
consumer can purpose, recommend, choose or uses the brand. The
objectives of the most advertising campaign are to create and maintain
the brand preference. The first step is to make the potential consumers
aware of a brand’s e&istence.
(eywords)
*rand wareness, Perceived +uality, *rand oyalty, Purchase %ntention
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%n this project -% went into a search for details regarding the brand
awareness of kalliyath TMT in Gasha steel private limited.
The analysis was done with the help of the data collected through
$uestionnaire and interview schedule taking the sample si'e of // in
Gasha steels. % have tried to throw a clear light towards the level of
brand awareness of kalliyath TMT.
2 OBJECTIVES OF THE STUDY
Primary objeci!e
To study the effectiveness of brand awareness at Gasha 0teel
Private imited, with special reference to customers (alliyath
TMT, (anjikode, Palakkad.
Seco"#ary objeci!e
To identify the level of brand awareness of consumers.
To evaluate the impact of customer brand awareness on sales.
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1.$ NEED FOR THE STUDY
Today customers are facing a growing range of choice in
different brands of product or service .They are making their choice on
the basis of their perceptions of the brand, $uality, service and value. The
company has to adopt strategies to keep brand in consumers’memory.
0trong brand awareness means easy acceptance of new products.
*rand wareness is an asset which brand mangers create and
enhance to build brand e$uity. %t is related to the nature and features of
product. *rand awareness satisfies the needs of the customers like
ambitions, motivation, drives and desire to buy the product. %n today’s
competitive business scenario where every companies product is
competing each other for retaining loyal customers is an essence for
which increasing the level of brand awareness is vital. %n this conte&t ,
the project on study the *rand wareness 1f (alliyath TMT %n Gasha
0teels Private imited becomes vital.
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1.% SCOPE OF THE STUDY
The study helps the organi'ation to improve their promotional
activities and create better awareness about their certification
programs.
%t helps the researcher to gain familiarity with phenomena and know
about the perception of the customer and also for future
improvements by researchers in future.
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1.& 'I(IT)TIONS OF THE STUDY
high degree of positive correlation does not mean that a close
relationship e&ists between the two variables. 2alculation of chi!s$uare is useful only for estimation.
%n open !ended $uestionnaire, the respondents can answer the
$uestion in any one they choose..
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1.* INDUSTRY PROFI'E
0teel industry in %ndia is on an upswing because of the strong global and
domestic demand. %ndia’s rapid economic growth and soaring demand
by sectors like infrastructures, real estate, and automobiles, at home and
abroad, has put %ndian steel industry on the global map. ccording to the
latest report by international iron and steel institute 3%%0%4, %ndia is the
seventh producer in the world.
The origin of the modern steel industry can traced back to 567 when a
contract for the construction of an integrated steel works in 8ourkela,
1disha was signed between the %ndian government and the German
companies fried (rupp and debag G. The initial plan was an annual
capacity of 6 lack tones, but this was subse$uently raised to million
tones. The capacity of 8ourkela 0teel Plant 380P4, which belongs to the
0% 30teel uthority of %ndia td4 group, is presenting about two
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million tons. t very early stage, the former #008 and *ritish
consortium also showed an interest in establishing a modern steel
industry in %ndia. This resulted in the 0oviet!aided building of a steel
mill with a capacity of million tones in *hilai and the *ritish -backed
construction in 9urgapur of a founder which also has a million ton
capacities.
The %ndian steel industry is organi'ed in 7 categories i.e., main
producers, other major producers and the secondary producers. The main
producers and the other major producers have integrated steel makingfacility with plant capacities over /.6mt and utili'e iron ore and coal:gas
for production of steel .the main producers are Tata 0teel ,0% and
8%;, while the other major producers are <008,%0PT and =>0.
The secondary sector dispersed and consists of )
. *ackward linkage from about ?/ sponge producers that use iron ore
and non!coking coal, providing feed stock for steel producers.
?. ppro&imately @6/ mini blast furnaces, induction furnaces and energy
optimi'ing furnaces that use iron core, sponge iron and melting scrap top
produce steel.
7. Aorward linkage with about ?// re!rollers that roll out semis into
finished steel products for consumer use.
Sr+c+ra, -ea"e// o0 I"#ia" /ee, i"#+/ry
lthough %ndia has moderni'ed its steel making considerably, however,
nearly @B of its crude steel is steel is still produced using the outdated
open!hearth process.
abour productivity in %ndia is still very low. ccording to an estimate,
crude steel output at the biggest %ndian steel maker is roughly CC tones
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per worker per year, whereas in Destern <urope the figure is around @//
tones.
Primarily re$uired by the plant and e$uipment, pharmaceutical and
chemical industries.
0teel production in %ndia is also hampered by power shortage.
%ndia is deficient in raw materials re$uired by the steel industry. %ron ore
deposits are finite and there are problems in mining sufficient amounts
of it. %ndia’s hard coal deposits are of low $uality.
%nsufficient freight capacity and transport infrastructure impediments to
hamper the growth of the %ndian steel industry.
Sre" o0 I"#ia" /ee, i"#+/ry ow labour wage rates
bundance of $uality manpower
Mature production base
Positive stimuli from construction industry
*ooming automobile industry
T(T ec"o,oy
The Thermo Mechanical process consists of an online heat treatment in
two successive phases. The billets pass through a ? stage processing
and come out in the form, of reinforcing bars. *eing the first stage in
TMT process, these bars pass through a fully automated $uenching bo&
and are turbo cooled. s a result, the outer layer of the bar solidifies into
a marten state.%n the ne&t stage i.e., self!tempering, the heat from the
inner layers of the bar surface up. 9ue to this, the outer curst become
even more strengthened .nd these bars are allowed to cool at room
temperature in the cooling beds. t this stage the inner core of the bars,
become ductile ferrite pearlite. This is the reason why G0E TMT
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bars are much superior and preferred over normal 2T9 bars in the
industry.
O+,oo
The outlook of %ndian 0teel %ndustry is very bright. %ndia’s lower wages
and favorable energy prices will continue to promise substantial cost
advantages compared to production facilities in 3Destern <urope4 or the
#0. %t also e&pects that steel industry will undergo a process of
consolidation .0ince industry players are engaged in an unfettered rush
for scale. This is evident from the recent ac$uisition of 2orus to by Tata.
The deployment of modern production is also enabling %ndian steel
companies to improve the $uality of a steel product and thus enhance
their e&port prospects.
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1.3 CO(P)NY PROFI'E
(alliyath group of companies today is a leading entity in south %ndia
with a total group turnover of /// crores and the rich legacy of the
group is successfully carried forward by third generation and today the
group has diversified interest in real estate, health care, transportation
and global trade. This group has been in for friend of steel trading and
manufacturing business over F6 years.
GE0E< 0T<<0 P>T T9, the flagship division of (alliyath group,
was incorporated on 7/th=une 556, wide certificate of incorporation no
/5!/5F5 of 556 issued by registrar of companies, (erala. The
managing director of Gasha 0teels is M8.*9# GA118. The main
objective of the company is to be pursued on its incorporation are to be
carry on the manufactures , buyers and sellers of dealers of all kinds of
ferrous and non! ferrous metals meant for any industrial and non
industrial use and carry on business in cold or hot rolling ,edge milling,
sheeting, sampling, pressing, e&truding, drawing, flattering,
straightening and heat treating of all kinds of steel and other metals. 9ue
to its superiors $uality, our brand (airali TMT is a highly popular and
widely accepted among discerning customers both in commercial and
domestic sectors.
G0E 0T<<0 is one of the largest established private companies in
south %ndia. They stand in the side of technology and in $uality tool
bring the best over the years. %t has evolved to become one of the most
reliable and e&cellent rolling mills. G0E promises and fulfills safety,
$uality, reliability and strength in the steel industry.
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The company runs with the computeri'ed networking system in its
administration with the largest infrastructural facilities and machinery,
which handles up to an average of C6/ tones in loading and unloading
work.
The company is situated in the ;ew %ndustrial 9evelopment area
kanjikode, palakkad, (erala where (0<* has commissioned a ??/kv
substation. The location is between palakkad and 2oimbatore with
railroad service .Power and water is available in the site itself.the area is
well facilitated with easy and economic movement of raw materials ,finished goods ,manpower etc.
The present authori'ed share capital is F6////// divided into F6////
e$uity shares of 8s.// each.
The company now manufactures 2T9 *8032old Twisted 9eformed 4
of !
• 6mm
• @mm
2old Twisted *ars are made by twisting the bars after hot rolling, they
have less resistance from rust as well as fire.
nd also TMT *ars3Thermo Mechanically Treated4of!
• Hmm
• /mm
• ?mm
Thermo Mechanically Treated 0teel is a new generation high strength
steel having superior properties such as weld ability, strength, durability,
and bend ability meeting highest $uality standards at international level.
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The proposed installed capacity of a unit is C//// MT of construction
per annum and estimated project cost is may be 8s.5F/ lakhs.The huge
demandfor steels in kerala is the main attraction of setting up a unit of
this kind in kerala.
The main rawmaterials for the unit are steel ingots:*illets which are
readily available. Theserawmaterials are available from the domestic
market itself. The company is located near 2oimbatore,the re$uirement
of engineering items such as spares,tools,welding rod etc can be
produced at economic rates.
The organosation consist of /6 technical staffsand more than ??/
skilled workwrs migrated from *ihar,1disha and other north %ndian
states in contract basis .
VISION
• %dentifying the needs of customers for product and services and meeting
the customers needs and supply commitments.
• <nsuring that the $uality product is built at every stage of operations.
• 8etaining customers confidence and loyalty by providing $uality product
and services.
• 2ommitted work force through continual enrichment of skill and
knowledge.
(ISSION
To provide good $uality goods to the present and prospective customers
so that the company can prosper more
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To have continous availability of eastern so that there shall not br in
shortage of goods in the market
To give the customers delight that is giving more than what is e&pected
by the customers.
FUTURE E4P)NSIONS
%n view of the huge potential in the industry they have the following
ambitious future plans)
• To set up new factory at Guntur,ndhra Pradesh with high production
facilities.
• The company has planned to set up one more wind mill preferably in
ndhra Pradesh as a source of cheap power for the unit at Guntur.
s a step towards companie’s vision to make GE0E a national
*rand The company plans to strengthen marketing network in
Maharashtra,ndrapradesh,Gujrat and ;ew9elhi
1.5 PRODUCT PROFI'E
The company now manufactures 6mm, @mm, 2T9bars 32old Twisted
9eformed4 and Hmm, /mm, ?mm TMT bars 3Thermo Mechanically
Treated *ars4 .The proposed installed capacity of the unit of 7@///MT
of construction steel per annum and estimated project cost of 8s.5/
lakhs. The power and huge demand is the main attraction of setting up of
a unit of this kind in (erala. G0E 0T<<0 has %0% certificate and it
maintain %01 5//!?//H +uality Management system.%nGasha steels
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Pvt td all the department follow the procedure given by the 5//!?//H
standards.
P812<00
. steel ingots used for rolling are loaded in to rehabiting furnace to heat
them to re$uired re!rolling temperature.
?. The heated steel ingoats or billets then removed from the reheating
furnace and rolled in the proposed oiling mill consisting of stands driven
by high capacity motors.
7. 2T9 bars rolled in the mill be coiled by using coiler machine.C. <ach coil will de!coil and cut it to ?mts length.
6. The ?mts cut pieces are twisted machine and bundled the same by
bending into H feet bundles.
@. This entire caution will have the support of workshops.
P819#2T%1; 2P2%TI
The production capacity of the company is ?6/// metric tones per
annum.
T%M< (<<P%;G
ttendance register is used for time keeping.
D18( T%M<
The effective working time of G0E 0T<<0 P>T T9 is 5M to
6PM.
1.6 CH)PTER SCHE()
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15
INTRODUCTION
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16
RESE)RCH (ETHODO'O8Y
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FINDIN8S9 SU88ESIONS )ND
CONC'USIONSCH)PTER &
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2. 'ITER)TURE REVIE7
2.1 STUDIES RE')TED TO BR)ND )7)RENESS
Bra"# a-are"e// means the ability of a consumer can recogni'e and
recall a brand in different situations :)aer9 166*;.
*rand awareness consists of
brand recall
brand recognition.
Bra"# reca,, means when consumers see a product category, they can
recall a brand name e&actly, and bra"# reco"iio" means consumers
has ability to identify a 7@ The =ournal of %nternational Management
0tudies, >olume C, ;umber , Aebruary, ?//5 brand when there is a
brand cue. That is, consumers can tell a brand correctly if they ever saw
or heard it.
, Hoe00,er< =e,,er :2>>2;*rand awareness can be defined
as,Jdistinguished from depth and width. 9epth means how to make
consumers torecall or identify brand easily, and width e&presses infers
when consumers purchase a product, a brand name will come to their
minds at once. %f a product owns brand depth and brand width at the
same time, consumers will think of a specific brand when they want to
buy a product. That is, the product has higherbrand awareness.
Moreover, brand name is the most important element in brand awareness
.s a conse$uence, brand awareness will affect purchase decision
through brand association, and when a product owns a positive brand
image, it will help in marketing activities. brand name offers a symbol
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that can assist consumers to identifyserviceproviders and to predict
service results. *rand awareness plays an important role on purchase
intention because consumers tend to buy a familiar and well known
product .*rand awareness can help consumers to recogni'e a brand from
a product category and make purchase decision .*rand awareness has a
great influence on selections and can be a prior consideration base in a
product category. *rand awareness also acts as a critical factor in the
consumer purchase intention, and certain brands will accumulate in
consumers’ mind to influence consumer purchase decision. product
with a high level of brand awareness will receive higher consumer
preferences because it has higher market share and $uality evaluation.
Perceived +uality Perceived $uality is a result of consumers’ subjective
judgment on a product also consider perceived $uality is a judgment on
the consistency of product specification or an evaluation on added value
of a product. proposes that perceived $uality is defined on the basis of
users’ recognition while objective $uality is defined on the basis of
product or manufacturing orientation. The differences between objective
$uality and perceived $uality lie in that objective $uality has a pre!
design standard to a product, and perceived $uality is influenced by
internal and e&ternal product attributes which is an evaluation basis for
consumers points out that objective $uality is that consumers will use
their e&perience and knowledge to evaluate overall product benefit,
function, durability, technology and reliability when consumers purchase
a product. Perceived $uality is a consumer judgment on theaccumulative product benefits and a subjective feeling on product
$uality .
)aer :16614 argues that perceived $uality can show the salient
differentiation of a product or a service and becomes a selective brand in
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consumers’ mind. The reason why perceived $uality is different to real
$uality is because
3a4 a previous bad image of a product will influence consumers’
judgment on product $uality in the future. Moreover, even the product
$uality has been changed, consumers will not trust that product because
of their unpleasant e&perience in previous 3aker, 55@4,
3b4 manufacturers and consumers have different views on the judgment
of the $uality dimensions 3Morgan, 5H6 aker, 55@4,
3c4 consumers seldom hold enough information to evaluate a product
objectively. Though consumers have enough information, they may be
insufficient in time and motivation to do a further judgment, and in the
end they can only select little important information and make an
evaluation on $uality 3)aer9 166*;.
%n addition, ?ercei!e# @+a,iy is a relative concept which possessessituational, comparative, and individual attributes. Perceived $uality will
be affected by factors such as previous e&perience, education level, and
perceived risk and situational variables such as purchase purpose,
purchase situation, time pressure, and social background from
consumers. %n sum, perceived $uality is a consumer subjective judgment
on product $uality, and he or she will evaluate product $uality from their
previous e&periences and feelings.
Bra"# 'oya,y
)aer :166*4 assumes that a loyal consumer base represents a barrier to
entry, a basis for a price premium, time to respond to competitors, and a
bulwark against deleterious price completion, and brand loyalty is a core
dimension of brand e$uity. %n addition, brand loyalty is the final
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destination of brand management, and if a company wants to test the
weakness or strength of its customers’ loyalty, it can easily check
whether consumers still favor its product in contrast to The =ournal of
%nternational Management 0tudies, >olume C, ;umber , Aebruary, ?//5
7F competitors. *rand loyalty is consumer attitudes on a brand
preference from previous use and shopping e&perience of a product
: )aer9 16614, and it can be measured from repurchase rate on a same
brand.
)//ae, :1665; defines that brand loyalty is that consumers satisfy their past e&perience in use of the same brand and incur repurchase behavior.
*rand loyalty means brand preferences that consumers will not consider
other brands when they buy a product.*rand loyalty represents a
repurchase commitment in the future purchase that promise consumers
will not change their brand loyalty in different situations and still buy
their favorable brands. *rand loyalty includes behavior factors and
attitude factors. *ehavior loyalty represents repurchase behavior, andloyalty attitude means psychological commitment to a brand :)aer9
1661A )//ae,9 1665;. Thus, purchase fre$uency is not e$ual to loyalty.
Aor instance, consumers to repurchase a product do not mean they like it
but due to a convenient factor or a variety seeking behavior to purchase
a certain specific product occasionally. true brand loyalty can be called
when consumers are both inclined to these two factors, otherwise, it can
only be called a spurious brand loyalty if only attitude or behavior
factors are found. oyaltycan also be separated from short!term loyalty
and long!term loyalty. 0hort!term loyalty is not a real brand loyalty
because a long term customer will not buy other brands even if there is a
better choice .
%n addition, B,oemer a"# =a/?er :166&4 argue that a real brand loyalty
should include brand preferences and repurchase behaviors that present
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in a long term commitment, brand commitment and psychological
processing 3decision making and evaluation4 function while brand
loyalty can be measured from customer repurchase intention and price
tolerance. 2onsumers with a strong commitment to a particular brand
will constantly search for any marketing activity related to the brand .
Aurthermore, brand loyalty can be measured in two dimensions)
affective loyalty and action loyalty. ffective loyalty is a specific brand
preference from accumulative satisfaction to previous using e&periences.
Eowever, affective loyalty just represents that a repurchase intention. %tdoes not mean that consumers will take purchase action. %t is very hard
to say that consumers hold brand loyalty ction loyalty indicates that
consumers not only have preferences to a specific brand but also
perform purchase action repetitively, and become an action inertia9.
P+rca/e I"e"io"is the most recogni'ed model of consumer purchase
decision!making. This model divides the co"/+mer ?+rca/e #eci/io"
?roce// into five stages)
34 Problem recognition,
3?4 %nformation search,
374 lternative evaluation,
3C4 Purchase decision, and
364 Post!purchase behavior.
lso, maintain that consumer decision making are a series of processing
results from perceiving problems, searching for solutions, evaluating
alternatives, and making decisions.
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E"e,9 e a,. :166&; further contend that purchase intention can be
divided into,
#nplanned buying,
Partially planned buying and
Aully planned buying.
U"?,a""e# b+yi" means that consumers make all decisions to buy a
product category and a brand in a store. %t can be regarded as an impulse
buying behavior.
Paria,,y ?,a""e# b+yi" means that consumers only decide a product
category and the specification before buying a product, and brands and
types will decide in the shop later.
F+,,y ?,a""e# b+yi" means that consumers decide which product and brand to buy before entering the shop.
=o,er :2>>$; proposes that individual attitudes and unpredictable
situations will influence purchase intention. %ndividual attitudes include
personal preferences to others and obedience to others’ e&pectation and
unpredictable situations signify that consumers change purchase
intention because a situation is appearing, for e&le, when the price is
higher that e&pected price .2onsumer purchase intention is considered as
a subjective inclination toward a product and can be an important inde&
to predict consumer behavior.
eiam, 31655; uses possible to buy, intended to buy and considered to
buy as measurement items to measure purchase intention. The =ournal of
%nternational Management 0tudies, >olume C, ;umber , Aebruary, ?//5
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*rand wareness, Perceived +uality, *rand oyalty and Purchase
%ntention conclude that brand awareness and perceived $uality have a
positive and significant relationship in a bicycle brand study. Many
researches also maintain that the higher the brand awareness is, the
higher perceived $uality is .the higher the brand awareness is, the higher
the consumers’ $uality evaluation is.
*esides, )aer a"# =e,,er :166>; mentioned that a brand with high
awareness and good image can promote brand loyalty to consumers, and
the higher the brand awareness is, the higher brand trust and purchaseintention are to consumers. %t indicates that brand awareness has the
greatest total effects on brand loyalty. Dhen businesses develop a new
products or a new market, they should promote their brand awareness in
order to receive the best result because brand awareness is positively
related to brand loyalty. lso states that value can facilitate loyalty. Ee
propose that the more positive customer transaction perceptions are, the
stronger customer loyalty is. lso deem that value will bring a positiveinfluence toward customers.
%t identifies that the perception of consumers will increase or reduce
brand loyalty.The perceived $uality and brand loyalty have a highly
connection, they will positively influence purchase intention. new view
and evidence to the study of brand loyalty that customer perceived
$uality will influence brand trust and brand affect, and further to
influence brand attitude and purchase behavior. Thus, perceived $uality
and brand loyalty are positively correlated, and brand loyalty will
increase if perceived $uality increases. 2onsumers will have a higher
purchase intention with a familiar brand. ikewise, if a product has
higher brand awareness it will have a higher market share and a better
$uality evaluation. well known brand will have a higher purchase
intention than a less well known brand.
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8arre/o" a"# C,o- :1666; suggest that perceived $uality will
influence consumer purchase intention, and indicates that perceived
$uality will positively influence purchase intention through perceived
value. %t also asserts that the higher the perceived $uality and perceived
value of the private brand foods, the higher buying intention to
consumers. %t is conclude that perceived $uality and purchase intention
are positively related. *rand loyalty is a repurchase commitment that
promises consumers will repurchase their favorable brands in the future,
and they will not change their loyalty under any circumstance also
mention that consumers must have positive feelings to a brand, and then
they will produce purchase intention
2.2 THE RESE)RCH (ODE'
24
Perceived $uality
*rand image
*rand identity
Price
Purchase intention
Profitability
Market share
Goodwill
BR)ND
)7)RENESS
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$.(ETHODO'O8Y
$.1 RESE)RCH DESI8N
8esearch design is systematic planning of research, usually including the
formulation of a strategy to resolve a particular $uestion the collection
and recording of the evidence the processing and analysis of these data
and their interpretation and the publication of results. good research
design must possess the important features of objectivity, reliability,
validity and generali'ation. The study is designed as descriptive in
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nature. 9escriptive study attempts to obtain a complete and accurate
descriptive of a situation. The methodology involved in this design
mostly $ualitative in nature producing descriptive data.
$.2 PROB'E( ST)TE(ENT
%n the emerging knowledge based on the 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.
2ustomer needs and preferences keep changing where brands ultimatelycommand customer loyalty.
The realistic side of the problem is to know the acceptance level of the
brand awareness towards the product. This study will helps us to
understand the brand awareness and what problems are being faced by
the consumers to which appropriate measure to be taken to solve the
problems.
This study has mainly been taken upto understand the brand awareness
buying motives to ensures the brand awareness towards kalliyath TMT
apart from this it is to understand the new opportunities in the market for
the improvement of brand awareness and sales towards the product.
$.$ PERIOD OF STUDY
The study is conductedin ? days 37 weeks4
$.% S)(P'IN8 DESI8N
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$.%.1 Po?+,aio"
The population of the study is infinite
$.%.2 Sam?,e FrameThe area of study is customers of (alliyath TMT
$.%.$ Sam?,e SieThe number of sample unit selected from the population is
called si'e of sample. The respondents for the study is //
$.%.% Sam?,i" Tec"i@+e
Aor this study the sampling techni$ue is 0imple random sampling. %n
this techni$ue, each member of the population has an e$ual chance
of being selected as subject. The entire process of sampling is done
in a single step with each subject selected independently of the other
members of the population.
$.& SOURCES OF D)T)
The data which are used mainly based on primary sources and secondary
sources.
Primary #aa
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Primary data were collected through direct observations of various
functions in the 1rgani'ations, through $uestionnaire and from various
department heads ,and also from the interviews.
Seco"#ary #aa
0econdary data were collected from official documents like their annual
report, company profile, organi'ation manuals and from the company
websites and previous study reports.
$.* ST)TISTIC)' TOO'S USED
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The data collected from the // samples were analy'ed and interpreted
using
the statistical tools and techni$ues namely,
Percentage analysis method
2hi s$uare
2orrelation
Perce"ae a"a,y/i/ meo#
Percentage can be used to compare relative items 3i .e 4the distribution of
two or more series of data.
PercentageKno of respondents : total no of respondents L //
Ci /@+are
The 2hi s$uare is one of the simplest and most widely used non -
parametric test in statistical work. The symbol 2hi s$uare is the Greek
letter 2hi.the 2hi s$uare test was first used by (arl pearson in the year
5H/.the $uality 2hi!s$uare describes the magnitude of discrepancy
between theory and observation. %t isdefined as
? K N 31!<4 ? : <
Dhere 1 refers to the 1bserved fre$uencies and < refers to the e&pected
fre$uencies.
Corre,aio"
2orrelation is an analysis of the two co!variation between two or more
variables.
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r K Nd&dy ! Nd&Ldy:n √ (∑dx 2−(∑dx)2/n∗∑dy2−(∑dy)/n)
%. D)T) )N)'YSIS )ND INTERPRET)TION
%.1. PERCENT)8E )N)'YSIS (ETHOD
%.1.1. )8E OF CUSTO(ER
%.1.1. T)B'E SHO7IN8 )8E OF CUSTO(ER
Are$uency Percent
?/ ! 7/ /.5
7/ ! C/ 7C 77.F
C/ ! 6/ ?5 ?H.F
6/ ! @/ ?@ ?6.F
Total // //./
CH)RT %.1.1. CH)RT SHO7IN8 )8E OF CUSTO(ER
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20 - 30 30 - 40 40 - 50 50 - 600
5
10
15
20
25
30
3540
10.9
33.7
28.725.7
AGE OF RESPONDENTS
%;T<8P8<TT%1;
• B of respondents are aged ?/!7/
• 7CB of respondents are aged 7/!C/
• ?5B of respondents are aged C/!6/
• ?@B of respondents are aged 6/!@/
%.1.2 8ENDER
T)B'E %.1.2 T)B'E SHO7IN8 8ENDER
Are$uency Percent
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M< FC F7.7
A<M< ?@ ?6.F
Total
// //./
CH)RT %.1.2. CH)RT SHO7IN8 8ENDER
74%
26%
GENDER
MALE FEMALE
%;T<8P8<TT%1;
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Arom this, we clear that the most of the respondents are male category
and thereisonly ?@B of respondents are female.
%.1.$.THE FIRST BR)ND TH)T CO(ES TO (IND IS
=)''IY)TH T(T
T)B'E %.1.$ T)B'E SHO7IN8 THE FIRST BR)ND TH)T CO(ES TO (IND
IS =)''IY)TH T(T
Are$uency Percent
0T81;GI G8<< @F @@.7
G8<< ?5 ?H.F
;<%TE<8 G8<< ;18 9%0G8<<
9%0G8<<
0T81;GI 9%0G8<<
C
/
/
C./
/
/
Total // //./
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CH)RT%.1.$ CH)RT SHO7IN8 THE FIRST BR)ND TH)T
CO(ES TO (IND IS =)''IY)TH T(T
S T R O
N G L Y A G
R E E
N E I T H
E R A G R E E N O R D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
010203040506070
0
66.3
28.7
4 0 0
Chart Title
%;T<8P8<TT%1;
Arom the above tableit is clear that @@.7B of customers are prefer
kalliyath TMT and below 7B of customers are not ready to prefer the
brand.
%.1.%.RECO8NI)TION OF =)''IY)TH T(T
T)B'E %.1.% T)B'E SHO7IN8 RECO8NI)TION OF =)''IY)TH Y(T
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Are$uency Percent
0T81;GI G8<< CH CF.6
G8<< C5 CH.6
;<%TE<8 G8<< ;18 9%0G8<<
9%0G8<<
0T81;GI 9%0G8<<
7
/
/
7./
/
/
Total // //./
CH)RT %.1.% CH)RT SHO7IN8 RECO8NI)TION OF
=)''IY)TH Y(T
S T R O
N G L Y
A G R E E
N E I T H
E R A G R E E N O R D I S A G
R E E
S T R O N G L Y
D I S A G
R E E
01020304050
60
47.5 48.5
30 0
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%;T<8P8<TT%1;
The above table shows that the most of the customers are accept the
brand and only less than 7B of the customers are not recogni'e the
brand.
%.1.& GU)'TY )ND DUR)BI'ITY
T)B'E %.1.& T)B'E SHO7IN8 GU)'TY )ND DUR)BI'ITY
Are$uency Percent
0T81;GI G8<< @H @F.7
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G8<< ? ?/.H
;<%TE<8 G8<< ;18 9%0G8<< F @.5
9%0G8<<
0T81;GI 9%0G8<<
C
/
C./
/
Total // //./
CH)RT %.1.& CH)RT SHO7IN8 GU)'TY )ND DUR)BI'ITY
S T R O
N G L Y
A G R
E E
N E I T H
E R A G R E E N O R D I S A G R
E E
S T R O
N G L Y
D I S A G R
E E
01020304050607080
67.3
20.86.9 4 0
%;T<8P8<TT%1;
Arom the above table shows that @F.7B of the customers are strongly
agree that the $uality and durability of the product will recogni'e the
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brand among the customers and below CB of customers are opinioned
that they are not satisfied with the $uality of the brand
%.1.* FREGUENCY OF PURCH)SE
T)B'E %.1.* T)B'E SHO7IN8 FREGUENCY OF PURCH)SE
Are$uency Percent
0T81;GI G8<< C7 C?.@
G8<< 6 C.5
;<%TE<8 G8<< ;18 9%0G8<< ?? ?.H
9%0G8<< @ 6.H
0T81;GI 9%0G8<< C C./
Total // //./
CH)RT %.1.* CH)RT SHO7IN8 FREGUENCY OF PURCH)SE
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S T R O
N G L Y
A G R E E
N E I T H
E R A G R E E N O R D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
05
101520253035
4045
42.6
14.921.8 15.8
4
%;T<8P8<TT%1;
Arom the above table, it is clear that C?.@B of customers are fre$uently
purchase the product once in / days. %n addition, below CBof
customers are not fre$uently purchases the product
%.1.3 PRODUCT GU)'ITY IS 8OOD
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T)B'E %.1.3 T)B'E SHO7IN8 PRODUCT GU)'ITY IS 8OOD
Are$uency Percent
0T81;GI G8<< F7 F?.7
G8<< C 7.5
;<%TE<8 G8<< ;18 9%0G8<< @ 6.5
9%0G8<<
0T81;GI 9%0G8<<
F
/
@.5
/
Total // //./
CH)RT%.1.3 CH)RT SHO7IN8PRODUCT GU)'ITY IS 8OOD
S T R O
N G L Y A G
R E E
N E I T H
E R A G R E E N O R D I S A
G R E E
S T R O
N G L Y
D I S A G R
E E
01020304050607080
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%;T<8P8<TT%1;
t the given information F?.7B of customers are strongly agree that the
$uality of the product is good and it also effect in the sales.
%.1.5 DUR)BI'TY IS STRON8
T)B'E %.1.5 T)B'E SHO7IN8 DUR)BI'TY IS STRON8
Are$uency Percent
0T81;GI G8<< H7 H?.?
G8<< C 7.5
;<%TE<8 G8<< ;18 9%0G8<<
9%0G8<<
0T81;GI 9%0G8<<
7
/
/
7./
/
/
Total // //./
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CH)RT %.1.5 CH)RT SHO7IN8 CH)RT SHO7IN8 GU)'TY
)ND DUR)BI'ITY
82.2
13.93
DUR)BI'ITY IS STRON8
STRONGLY AGREE AGREE NEITHER AGREE NOR DISAGREE DISAGREE
STRONGLY DISAGREE
%;T<8P8<TT%1;
Arom the above table we can understand that most of the customers that
is H?.?B are says that the durability of the brand is very high and least
customers are not agree with the durability of the product.
%.1.6 P)C=)8IN8 IS )TTR)CTIVE
T)B'E %.1.6 T)B'E SHO7IN8 P)C=)8IN8 IS )TTR)CTIVE
Are$uency Percent
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0T81;GI 9%0G8<< C@ C6.6
G8<< ?H ?F.F
;<%TE<8 G8<< ;18 9%0G8<< F @.H
9%0G8<< F @.5
0T81;GI 9%0G8<< ? ?./
Total // //./
CH)RT %.1.6 CH)RT SHO7IN8 P)C=)8IN8 IS
)TTR)CTIVE
S T R O
N G L Y
D I S A G
R E E
E I T H
E R A G R E E N O R D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
05
101520253035404550
45.527.7
16.86.9 2
%;T<8P8<TT%1;
Arom the above table it is clear that most of the customers are support
that the packaging of the product is attractive and it ensures the safety
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and security of the product. That means C6.6B of the customers are
strongly agree to the attractive packaging of the product.
%.1.1> CO(P)NY I()8E IS )TTR)CTIVE
T)B'E %.1.1> T)B'E SHO7IN8 CO(P)NY I()8E IS )TTR)CTIVE
Are$uency Percent
0T81;GI G8<< C C/.@
G8<< 6/ C5.6
;<%TE<8 G8<< ;18 9%0G8<< 7 7./
9%0G8<<
0T81;GI 9%0G8<<
@
/
6.5
/
Total // //./
CH)RT %.1.1> CH)RT SHO7IN8 CO(P)NY I()8E IS
)TTR)CTIVE
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40.6
49.5
3 5.9
STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE
%;T<8P8<TT%1;
Arom the above table we can understand that C5.6B of the customers are
strongly agree with the image of the brand. Moreover, less than 7Bof the
customers are not aware about the brand.
%.1.11 )V)I')BI'TY IS IN PROPER 7)Y
T)B'E %.1.11 T)B'E SHO7IN8 )V)I')BI'TY IS IN PROPER 7)Y
Are$uency Percent
0T81;GI G8<< 75 7H.@
G8<< C/ 75.@
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;<%TE<8 G8<< ;18 9%0G8<< /.5
9%0G8<< H F.5
0T81;GI 9%0G8<< ? ?./
Total // //./
CH)RT %.1.11 CH)RT SHO7IN8 )V)I')BI'TY IS IN
PROPER 7)Y
S T R O
N G L Y
A G R E E
E I T H
E R A G R E E N O R
D I S A G
R E E
S T R O
N G L Y D
I S A G
R E E
01020304050
%;T<8P8<TT%1;
Arom the above table it is clear that C/B of the customers are agree that
the product are available on the proper time. That means the products are
available to the customers on the proper time and place.
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%.1.12 CUSTO(ER 'OY)'ITY TO7)RD THE BR)ND
T)B'E %.1.12 T)B'E SHO7IN8 CUSTO(ER 'OY)'ITY TO7)RD
THE BR)ND
Are$uency Percent
0T81;GI G8<< 6F [email protected]
G8<< 76 7C.F
;<%TE<8 G8<< ;18 9%0G8<<
9%0G8<<
F
/
@.5
/
0T81;GI 9%0G8<< ./
Total // //./
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CH)RT %.1.12 CH)RT SHO7IN8 CUSTO(ER 'OY)'ITY
TO7)RD BR)ND
S T R O
N G L Y
A G R E E
E I T H
E R A G R E E N O R D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
0
102030405060
%;T<8P8<TT%1;
Arom the above information we can understand that the [email protected] the
customers are not switch to other brands whether competitors providing
the cheaper product.
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%.1.1$ BR)ND N)(E INF'UENCES YOUR DECISION ()=IN8 IN
PURCH)SIN8
T)B'E %.1.1$ T)B'E SHO7IN8 BR)ND N)(E INF'UENCES YOUR
DECISION ()=IN8 IN PURCH)SIN8
Percent
0T81;GI G8<< 7? 7.F
G8<< C C/.@
;<%TE<8 G8<< ;18 9%0G8<< 6 6./
9%0G8<< @ 6.H
0T81;GI 9%0G8<< @ 6.5
Total // //./
CH)RT %.1.1$ CH)RT SHO7IN8 BR)ND N)(E INF'UENCES
YOUR DECISION ()=IN8 IN PURCH)SIN8
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BR)ND N)(E INF'UENCES YOUR DECISION ()=IN8 IN PURCH)SIN8
STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE
%;T<8P8<TT%1;
Arom the above it is clear that the CB of the customers are purchase the
product based on the *rand name of the product.
%.1.1% BR)ND I()8E INF'UENCES THE BUYIN8
BEH)VIOUR
T)B'E %.1.1% T)B'E SHO7IN8 BR)ND I()8E INF'UENCES THE
BUYIN8 BEH)VIOUR
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Are$uency Percent
0T81;GI G8<< ?5 ?H.F
G8<< 65 6H.C
;<%TE<8 G8<< ;18 9%0G8<< 5 H.5
9%0G8<<
0T81;GI 9%0G8<<
7
/
7./
/
Total / //./
CH)RT %.1.1% CH)RT SHO7IN8 BR)ND I()8E
INF'UENCES THE BUYIN8 BEH)VIOUR
S T R O
N G L Y
A G R E E
N E I T H
E R A G
R E E N O R D I S A G
R E E
S
T R O N G L Y
D I S A G
R E E
010203040506070
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%;T<8P8<TT%1;
Arom this, it is clear that the 6H.CB of the customers are purchase the
product based on the brand image of the brand.
%.1.1& CUSTO(ER S)TISF)CTION
T)B'E %.1.1& T)B'E SHO7IN8 CUSTO(ER S)TISF)CTION
CUSTO(ER S)TISF)CTION
Are$uency Percent
0T81;GI G8<< 66 6C.6
G8<< 7C 77.F
;<%TE<8 G8<< ;18 9%0G8<< 7 7./
9%0G8<< @ 6.5
0T81;GI 9%0G8<< ? ?./
Total // //./
CH)RT %.1.1& CH)RT SHO7IN8 CUSTO(ER
S)TISF)CTION
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STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE
INTERPRET)TION
Arom this, we can understand that the 66B of the customers are fullysatisfied with the brand because of their service provided by the
organi'ation to the customers.
%.1.1* PERCEIVED GU)'ITY )ND V)'UE
T)B'E %.1.1* T)B'E SHO7IN8 PERCEIVED GU)'ITY )ND V)'UE
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Are$uency Percent
0T81;GI G8<< F? F.7
G8<< ? ?/.H
;<%TE<8 G8<< ;18 9%0G8<<
9%0G8<<
6
/
6./
/
0T81;GI 9%0G8<< ? ?./
Total // //./
CH)RT %.1.1* CH)RT SHO7IN8 PERCEIVED GU)'ITY
)ND V)'UE
S T R O N
G L Y
A G R E E
E I T H
E R A G R E E N O R
D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
01020304050607080
71.3
20.85 0 2
PERCEIVED QUALITY AND VALUE
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%;T<8P8<TT%1;
The above table shows that the F.7Bof the customersgive preference to
$uality and value of the product.
%.1.13 BR)ND EV)')TION B)SED ON COST
T)B'E %.1.13 T)B'E SHO7IN8 BR)ND EV)')TION B)SED ON COST
Are$uency Percent
0T81;GI G8<< 6/ C5.6
G8<< C/ 75.@
;<%TE<8 G8<< ;18 9%0G8<<
9%0G8<<
0T81;GI 9%0G8<<
/
/
/
5.5
/
/
Total // //./
CH)RT %.1.13 CH)RT SHO7IN8 BR)ND EV)')TION
B)SED ON COST
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S T R O
N G L Y
A G R E E
A G R E E
N
E I T H
E R A G R E E N O R D I S A G
R E E
D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
0
10
2030
40
50
60
%;T<8P8<TT%1;
C5B of the customers are evaluating the brand based on cost. 2ustomers
concentrate on high $uality product with low cost of product.
%.1.15 BR)ND EV)'U)TION B)SED ON INCO(E
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T)B'E %.1.15 T)B'E SHO7IN8 BR)ND EV)'U)TION B)SED
ON INCO(E
Are$uency Percent
0T81;GI G8<< 75 7H.@
G8<< 7F 7@.@
;<%TE<8 G8<< ;18 9%0G8<< ?/ 5.H
9%0G8<<
0T81;GI 9%0G8<<
C
/
C./
/
Total // //./
CH)RT %.1.15 CH)RT SHO7IN8 BR)ND EV)'U)TION
B)SED ON
INCO(E
STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE
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%;T<8P8<TT%1;
Generally, customers select product based on their income. ikewise, the
particular product is chose by the customers based on the fund available
in their pockets.
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%.1.16 BR)ND EV)'U)TION B)SED ON ()R=ET
T)B'E %.1.16 T)B'E SHO7IN8 BR)ND EV)'U)TION B)SED
ON ()R=ET
Are$uency Percent
0T81;GI G8<< 7C 77.F
G8<< 6 6/.6
;<%TE<8 G8<< ;18 9%0G8<< 7 ?.5
9%0G8<<
0T81;GI 9%0G8<<
?
/
?./
/
Total // //./
CH)RT %.1.16 CH)RT SHO7IN8 BR)ND EV)'U)TION
B)SED ON
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()R=ET
STRONGLY AGREE
AGREENEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE
%;T<8P8<TT%1;
<very product contains large competitors. Therefore, the customers
prefer those products which are survive in the market for a long period.
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%.1.2> BR)ND IS SE'F E4PRESSIVE
T)B'E %.1.2> T)B'E SHO7IN8 BR)ND IS SE'F E4PRESSIVE
Are$uency Percent
0T81;GI G8<< C@ C6.6
G8<< C5 CH.6
;<%TE<8 G8<< ;18 9%0G8<<
9%0G8<<
0T81;GI 9%0G8<<
6
/
/
6./
/
/
Total // //./
CH)RT %.1.2> CH)RT SHO7IN8 BR)ND IS SE'F
E4PRESSIVE
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S T R O
N G L Y
A G R E E
N E I T H
E R A G R E E N O R D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
0
10
20
3040
50
60
%;T<8P8<TT%1;
C5B of the customers are self!e&pressive to their brand. That means
they do what they want to do.
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%.1.21 PRODUCT )TTRIBUTES
T)B'E %.1.21 T)B'E SHO7IN8 PRODUCT )TTRIBUTES
:PERFOR()NCE9 SERVICE;
CH)RT %.1.21 CH)RT SHO7IN8 PRODUCT )TTRIBUTES
:PERFOR()NCE9 SERVICE;
S T R O
N G L Y
A G R E E
N E I T H
E R A G R E E N O R D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
010203040506070
63
Are$uency Percent
0T81;GI G8<<
G8<<
;<%TE<8 G8<< ;18
9%0G8<<
9%0G8<<
0T81;GI 9%0G8<<
Total
F/
7//
/
/
//
@5.7
?5.F/
/
/
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%;T<8P8<TT%1;
Arom this, it is clear that F/B of the customers are evaluating the brand
based on the performance and service from the product.
%.1.22 PURCH)SE )TTRIBUTES
T)B'E %.1.22 T)B'E SHO7IN8 PURCH)SE )TTRIBUTES
:PRICE 9P)C=)8E;
Are$uency Percent
0T81;GI G8<< CC C7.@
G8<< C? C.@
;<%TE<8 G8<< ;18 9%0G8<< ? .5
9%0G8<<
0T81;GI 9%0G8<<
?
/
?./
/
Total // //./
CH)RT %.1.22 CH)RT SHO7IN8 PURCH)SE )TTRIBUTES
:PRICE 9P)C=)8E;
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S T R O
N G L Y
A G R E E
N E I T H
E R A G R E E N O R D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
05
101520253035
4045
%;T<8P8<TT%1;
Arom the above information, we can understand that CCBof the
customers are evaluate the brand based on the attractive packaging and
the reasonable price for the product.
%.1.2$ BR)ND CORE V)'UES
T)B'E %.1.2$ T)B'E SHO7IN8 BR)ND CORE V)'UES
Are$uency Percent
0T81;GI G8<< C7 C?.@
G8<< C@ C6.6
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;<%TE<8 G8<< ;18 9%0G8<<
9%0G8<<
0T81;GI 9%0G8<<
/
/
/.5
/
/
Total // //./
CH)RT %.1.2$ CH)RT SHO7IN8 BR)ND CORE V)'UES
S T R O
N G L Y
A G R E E
N E I T H
E R A G R E E N O R D I S A G
R E E
S T R O
N G L Y
D I S A G
R E E
0
10
20
30
40
50
60
42.6 45.5
10.9 0 0
1 2
3
4 5
12
3
4 5
12
34 5
%;T<8P8<TT%1;
%n this case, the C6B of the customers are evaluate the brand on the basis
of value that recogni'e the brand.
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%.2 CORRE')TION )N)'YSIS
The following table gives the $uality and durability of the brand.
G+a,iy :; @H ? F C /
D+rabi,iy :y; H7 C 7 / /
Eo! There is no relationship between $uality and durability of the brand.
E! Thereis a relationship between $uality and durability of the brand
GU)'ITY )ND DUR)BI'ITY OF THE BR)ND
T)B'E %.2.1T)B'E SHO7IN8 GU)'ITY )ND DUR)BI'ITY OF
THE BR)ND
4 Y # #y #2 #y2 ##y
@H H7 CH @7 ?7/C 75@5 7/?C
? C !@ 7@ !@
F 7 !7 !F @5 ?H5 ??
C / !@ !?/ ?6@ C// 7?/
/ / !?/ !?/ C// C// C//
1>> 1>> > > $1$> &>6% $6&6
ssumed mean of K?/ ssumed mean of IK?/
d&K / dyK /
d&?K 77/ dy?K 6/5C
d&dyK 7565 ;K 6
r K d&dy ! d&Ldy:n √ (∑dx 2−(∑dx)2/n∗∑dy2−(∑dy)/n)
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K 7565 -3/:64 O √ ((3130−0/5)(5094−0 /5))
K 7565O 7557
K >.661
%;T<8P8<TT%1;
The result indicates that there is a high degree of positive correlation
between the $uality and durability of the brand.
%.$ CHI SGU)RE
Arom the given information state whether there is any significant
difference between the product attributes and the brand core values.
Pro#+c arib+e/ a"# e bra"# core !a,+e/
T)B'E %.$.1 T)B'E SHO7IN8 PRODUCT )TTRIBUTES )ND
THE BR)ND CORE V)'UES
Pro#+c
arib+e/
Bra"# core !a,+e/ Pro#+c
arib+e/ oa,
0trongly
agree
agree ;either
agree nor
disagree
disagree 0trongly
disagree
0trongly
agree
?H 6 / / / %$
gree 7@ / / / / %*
;either
agree nor
disagree
@ 6 / / / 11
disagree / / / / / >
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0trongly
disagree
/ / / / / >
Bra"#
core !a,+e
oa,
3> $> > > > 1>>
Ho K there is no difference between product attributes and the brand
core values of the product
H1K there is a difference between product attributes and the brand core
values
<&pected fre$uencies K row total L coloumn total : grand total
9egree of freedom K 3c!4 3r!4
36!436!4K@
13observed
fre$uency4
<3e&pected
fre$uency4
31!<4 31!<4? 31!<4?:<
?H 7/. !?. C.C /.C@
6 ?.5 ?. C.C /.7C?
/ / / / /
/ / / / // / / / /
7@ 6.5 6.5 7C.H .6@
/ 7.H 7.H C.CC ./C@
/ / / / /
/ / / / /
/ / / / /
@ !.F !.F ?.H5 /.7F6
6 .F .F ?.H5 /.HF6
/ / / / /
/ / / / // / / / /
/ / / / /
/ / / / /
/ / / / /
/ / / / /
/ / / / /
/ / / / /
/ / / / /
/ / / / /
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/ / / / /
/ / / / /
$.6%
? K 31!<4 ? : < K 7.5C
%;T<8P8<TT%1;
t 6B, level of significance the table value for @ d.f. is ?@.?5@. 0o we
.the computed value is higher than the table value. 0o we reject the nullhypothesis. %t indicates that there is a significant difference on the
performance and the value of the brand.
&. FINDIN8S9 SU88ESTIOS )ND
CONC'USIONS
&.1 FINDIN8S
This study on Jthe effectiveness of brand awareness at Gasha steel
private limited,with special reference to kalliyath TMT kanjikode,
palakkadJ help to find out the efficiency of branding at the organi'ation.
The findings of the research from the study as follows)
F?.7B of customers strongly agree that the $uality of the product
is good and it also effect in the sales.
C/B of the customers agree that the product are available in
proper time.
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2hi!s$uare T<0T 8<><0 that there is significant relation
between the performance and the value of the brand.
Arom the analysis of correlation , there is a high degree of
positive correlation between the $uality and durability of the
product.
6H.CB of the customers purchase the product based only on the
brand image of the product.
5/B of customers are aware about the brand name of the
company.
5/B of the customers are satisfied with the brand because of the
service provided by the organi'ation to the customers.
F?B of customers opined $uality is the main attribute and F/B
opined that the performance of the (alliyath TMT is the major attribute which attracts the customers .
&.2 SU88ESTIONS
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The company may adopt different transportation strategies to
improve the timely delivery of the product.
s part of marketing promotions, (alliyath TMT can
develop public relations by participating in conferences to
promote the brand.
Marketing and advertising activities like trade allowances
,wall paintings, print media etc can be improved to increase
brand awareness level of customers.
&.$ CONC'USIONS
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1n comprehensive analysis done on TE< <AA<2T%><;<00 1A
*8;9 D8<;<00 T G0E 0T<< P8%>T< %M%T<9,
D%TE 0P<2% 8<A<8<;2< T1 (%ITE TMT (;=%(19<,
P((9. is focused to e&amine the awareness level of customers
about the product and its impact on productivity and profitability of the
firm. The study states that the customers are purchasing mainly because
of the $uality and durability of the product, which leads to higher sales.
1n detailed analysis done on the study, suggestions are made to improve
timely delivery by adopting suitable marketing advertising strategy
and it will helps to create a good brand image of the product and thereby
improve the awareness of brand which will induce the customers to opt
for the product.
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BIBI'IO8R)PHY
BOO=S
Earsh > >erma 3?//@4, Brand Management , second edition, <&cel
*ooks ,;ew 9elhi. Page no) ?/6!??H
I 8 M118TEI, Brand management , published by >ikas 8 Publishing
Eouse Pvt td.
PE%%P (1T<8 , Marketing management ,7th edition published by
9orling
(inder’s ley 3%ndia4
(<>%; ;< (<<8 , strategic brand management ,7rdedition,
published by Pretence Eall 1f %ndia Pvt td.
JOURN)'S
The =ournal of %nternational Management 0tudies, >olume C, ;umber ,
Aebruary, ?//5.
7EBSITES
http)::www.businessdictionary.com:definition :brand !awareness.html
http)::www.businessdictionary.com:definition :advertising.html
http)::www.businessdictionary.com:definition :guerillamarketing.html
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GUESTIONN)IRE
;M<)
G<) ?/!7/ 7/!C/ C/!6/ 6/!@/
G<;9<8 ) male female
Please go through the statement and respond to the way
you feel honestly as Aollows by the tick on the
appropriate column
S' NO. ST)TE(ENT S) ) N)ND D SD
BR)ND RECO8NITION
. TE< A%80T *8;9 TET 21M<0 T1
M%;9 %0 (%ITE TMT.
?. (%ITE TMT %0 TE< M10T
8<21G;%Q*< %; 0T<< %;9#0T8I
%; (<8.
7. +#%TI ;9 9#8*%%TI 1A TE%0
*8;9 M(<0 %T 8<21G;%Q*<.
C. A8<+#<;2I 1A P#82E0< %0 1;2<
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%; / 9I0.
BR)ND SPECIFIC)TION
6. P819#2T +#%TI %0 G119.
@. 9#8*%%TI %0 0T81;G.
F. P2(G%;G %0 TT82T%><.
H. 21MP;I %MG< %0 P10%T%><.
5. >%*%%TI%0 %; P81P<8 DI.
BR)ND 'OY)'TY
/. 2#0T1M<8 1ITI T1D890 TE<
*8;9
. *8;9;M< %;A#<;2<0 I1#8
9<2%0%1;!M(%;G %; P#82E0%;G.
?. %MG< 1A *8;9 %0 %;A#<;2<TE< *#I%;G *<E>%18.
7. 2#0T1M<8 0T%0A2T%1;.
C. P<82<%><9 +#%TI >#<.
BR)ND EV)'U)TION
6. 210T *0<9.
@. %;21M< *0<9.
F. M8(<T *0<9.
H. 0<A <P8<00%><.
BR)ND )SSOCI)TIONS
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5. P819#2T
TT8%*#T<03P<8A18M;2<,
0<8>%2<4.
?/. P#82E0< TT8%*#T<03P8%2<,
P2(G<4.
?. *8;9 218< >#<0.
:S) STRON8'Y )8REE9 ) )8REE9 N)ND NEITHER )8REENOR DIS)8REE 9D DIS)8REE9 SD STRON8'Y DIS)8REE;
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INTERVIEW SCHEDULE
Nam !
A" !
D#$"%a&$'% !
. Eow do you segment your customers"
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!?. Dhat type of promotional activity do you follow to create
awareness of brand"
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
7. Dhich factor is more attractive to the customers"
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
C. Eow often do you conduct market research"
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
6. 9o you have operating budget allocation for promoting brand
awareness among customers"
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
@. 9o you follow any marketing strategies to promote brand
loyalty"
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
F. Eow do you differentiate your brand with other brands"
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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
H. Eow do you sponsor your brand"
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!