project brand awareness at gasha steels

7/25/2019 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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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&ample, 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'

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Perceived $uality

*rand image

*rand identity

Price

Purchase intention

Profitability

Market share

Goodwill

BR)ND

)7)RENESS



$.(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.

29



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

30



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

31



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;

32



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 // //./

33



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

34



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


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

35



%;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

36



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

37



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

38



S T R O

N G L Y

A G R E E

N E I T H


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

39



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

40



%;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 // //./

41



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

42



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


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

43



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

44



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.@

45



;<%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.

46



%.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 // //./

47



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


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.

48



%.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

49



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

50



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

51



%;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

52



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

53



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

54



%;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

55



S T R O

N G L Y

A G R E E

A G R E E

N

E I T H


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

56



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

57



%;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.

58



%.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

59



()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.

60



%.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

61



S T R O

N G L Y

A G R E E

N E I T H


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.

62



%.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


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/

/

/

//



%;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;

64



S T R O

N G L Y

A G R E E

N E I T H


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

65



;<%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


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.

66



%.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)

67



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 / / / / / >

68



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

/ / / / /

/ / / / // / / / /

/ / / / /

/ / / / /

/ / / / /

/ / / / /

/ / / / /

/ / / / /

/ / / / /

/ / / / /

69



/ / / / /

/ / / / /

$.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.

70



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

71



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

72



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.

73



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

74

http://www.businessdictionary.com/definition%20/brand%20-awareness.html

http://www.businessdictionary.com/definition%20/advertising.html

http://www.businessdictionary.com/definition

http://www.businessdictionary.com/definition%20/advertising.html

http://www.businessdictionary.com/definition

http://www.businessdictionary.com/definition%20/brand%20-awareness.html



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<

75



%; / 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

76



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;

77



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"

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

F. Eow do you differentiate your brand with other brands"

78



!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

H. Eow do you sponsor your brand"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

project brand awareness at gasha steels

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