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 companys 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.
Awareness in simple terms-how many people know my brand? Usually
awareness is measured through surveys that participants a series of
questions like what brand comes to your mind if you want to buy
steel.Ingeneral, 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 explore the effects among brand
awareness, perceived quality, brand loyalty and customer purchase
intention and mediatingeffects of perceived quality and brand loyalty on
brand awareness and purchaseintention. It is the consumers ability to
recognize or recall the brand within a given product category in
sufficient detail to make a purchase decision. It 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 brands existence.
Keywords:
Brand Awareness, Perceived Quality, Brand Loyalty, Purchase Intention
1

In this project I 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
questionnaire and interview schedule taking the sample size of 100 in
Gasha steels. I have tried to throw a clear light towards the level of
brand awareness of kalliyath TMT.

OBJECTIVES OF THE STUDY

Primary objective
To study the effectiveness of brand awareness at Gasha Steel
Private Limited, with special reference to customers Kalliyath
TMT, Kanjikode, Palakkad.

Secondary objective
To identify the level of brand awareness of consumers.
To evaluate the impact of customer brand awareness on sales.

1.3 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, quality, service and value. The
company has to adopt strategies to keep brand in consumersmemory.
Strong brand awareness means easy acceptance of new products.
Brand Awareness is an asset which brand mangers create and
enhance to build brand equity. It is related to the nature and features of
product. Brand awareness satisfies the needs of the customers like
ambitions, motivation, drives and desire to buy the product. In todays
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. In this context ,
the project on study the Brand Awareness Of Kalliyath TMT In Gasha
Steels Private Limited becomes vital.

1.4 SCOPE OF THE STUDY

The study helps the organization to improve their promotional
activities and create better awareness about their certification
programs.
It 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.

1.5 LIMITATIONS OF THE STUDY

A high degree of positive correlation does not mean that a close
relationship exists between the two variables.
Calculation of chi-square is useful only for estimation.
In open -ended questionnaire, the respondents can answer the
question in any one they choose..

1.6 INDUSTRY PROFILE

Steel industry in India is on an upswing because of the strong global and
domestic demand. Indias rapid economic growth and soaring demand
by sectors like infrastructures, real estate, and automobiles, at home and
abroad, has put Indian steel industry on the global map. According to the
latest report by international iron and steel institute (IISI), India is the
seventh producer in the world.
The origin of the modern steel industry can traced back to 1953 when a
contract for the construction of an integrated steel works in Rourkela,
Odisha was signed between the Indian government and the German
companies fried Krupp and debag AG. The initial plan was an annual
capacity of 5 lack tones, but this was subsequently raised to 1 million
tones. The capacity of Rourkela Steel Plant (RSP), which belongs to the
SAIL (Steel Authority of India Ltd) group, is presenting about two
6

million tons. At very early stage, the former USSR and British
consortium also showed an interest in establishing a modern steel
industry in India. This resulted in the Soviet-aided building of a steel
mill with a capacity of 1 million tones in Bhilai and the British backed
construction in Durgapur of a founder which also has a million ton
capacities.
The Indian steel industry is organized in 3 categories i.e., main
producers, other major producers and the secondary producers. The main
producers and the other major producers have integrated steel making
facility with plant capacities over 0.5mt and utilize iron ore and coal/gas
for production of steel .the main producers are Tata Steel ,SAIL and
RINL, while the other major producers are ESSAR,ISPAT and JVSL.
The secondary sector dispersed and consists of :
1. Backward linkage from about 120 sponge producers that use iron ore
and non-coking coal, providing feed stock for steel producers.
2. Approximately 650 mini blast furnaces, induction furnaces and energy
optimizing furnaces that use iron core, sponge iron and melting scrap top
produce steel.
3. Forward linkage with about 1200 re-rollers that roll out semis into
finished steel products for consumer use.

Structural weakness of Indian steel industry

Although India has modernized its steel making considerably, however,
nearly 6% of its crude steel is steel is still produced using the outdated
open-hearth process.
Labour productivity in India is still very low. According to an estimate,
crude steel output at the biggest Indian steel maker is roughly 144 tones
7

per worker per year, whereas in Western Europe the figure is around 600
tones.
Primarily required by the plant and equipment, pharmaceutical and
chemical industries.
Steel production in India is also hampered by power shortage.
India is deficient in raw materials required by the steel industry. Iron ore
deposits are finite and there are problems in mining sufficient amounts
of it. Indias hard coal deposits are of low quality.
Insufficient freight capacity and transport infrastructure impediments to
hamper the growth of the Indian steel industry.

Strength of Indian steel industry

Low labour wage rates

Abundance of quality manpower
Mature production base
Positive stimuli from construction industry
Booming automobile industry

TMT technology
The Thermo Mechanical process consists of an online heat treatment in
two successive phases. The billets pass through a 21 stage processing
and come out in the form, of reinforcing bars. Being the first stage in
TMT process, these bars pass through a fully automated quenching box
and are turbo cooled. As a result, the outer layer of the bar solidifies into
a marten state.In the next stage i.e., self-tempering, the heat from the
inner layers of the bar surface up. Due to this, the outer curst become
even more strengthened .And these bars are allowed to cool at room
temperature in the cooling beds. At this stage the inner core of the bars,
become ductile ferrite pearlite. This is the reason why GASHA TMT

bars are much superior and preferred over normal CTD bars in the
industry.

Outlook
The outlook of Indian Steel Industry is very bright. Indias lower wages
and favorable energy prices will continue to promise substantial cost
advantages compared to production facilities in (Western Europe) or the
US. It also expects that steel industry will undergo a process of
consolidation .Since industry players are engaged in an unfettered rush
for scale. This is evident from the recent acquisition of Corus to by Tata.
The deployment of modern production is also enabling Indian steel
companies to improve the quality of a steel product and thus enhance
their export prospects.

1.7 COMPANY PROFILE

Kalliyath group of companies today is a leading entity in south India
with a total group turnover of 1000 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 75 years.
GHASHE STEELS PVT LTD, the flagship division of Kalliyath group,
was incorporated on 30thJune 1995, wide certificate of incorporation no
09-09179 of 1995 issued by registrar of companies, Kerala. The
managing director of Gasha Steels is MR.ABDUL GAFOOR. 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,

extruding,

drawing,

flattering,

straightening and heat treating of all kinds of steel and other metals. Due
to its superiors quality, our brand Kairali TMT is a highly popular and
widely accepted among discerning customers both in commercial and
domestic sectors.
GASHA STEELS is one of the largest established private companies in
south India. They stand in the side of technology and in quality tool
bring the best over the years. It has evolved to become one of the most
reliable and excellent rolling mills. GASHA promises and fulfills safety,
quality, reliability and strength in the steel industry.

10

The company runs with the computerized networking system in its

administration with the largest infrastructural facilities and machinery,
which handles up to an average of 450 tones in loading and unloading
work.
The company is situated in the New Industrial Development area
kanjikode, palakkad, Kerala; where KSEB has commissioned a 220kv
substation. The location is between palakkad and Coimbatore 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 authorized share capital is 75000000 divided into 750000
equity shares of Rs.100 each.
The company now manufactures CTD BARS(Cold Twisted Deformed )
of ;

5mm
6mm
Cold Twisted Bars are made by twisting the bars after hot rolling, they
have less resistance from rust as well as fire.
And also TMT Bars(Thermo Mechanically Treated)of;-

8mm
10mm
12mm
Thermo Mechanically Treated Steel is a new generation high strength
steel having superior properties such as weld ability, strength, durability,
and bend ability meeting highest quality standards at international level.

11

The proposed installed capacity of a unit is 40000 MT of construction

per annum and estimated project cost is may be Rs.970 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/Billets which are
readily available. Theserawmaterials are available from the domestic
market itself. The company is located near Coimbatore,the requirement
of engineering items such as spares,tools,welding rod etc can be
produced at economic rates.
The organosation consist of 105 technical staffsand more than 220
skilled workwrs migrated from Bihar,Odisha and other north Indian
states in contract basis .

VISION

Identifying the needs of customers for product and services and meeting

the customers needs and supply commitments.

Ensuring that the quality product is built at every stage of operations.
Retaining customers confidence and loyalty by providing quality product

and services.
Committed work force through continual enrichment of skill and
knowledge.
MISSION

To provide good quality goods to the present and prospective customers

so that the company can prosper more
12

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 expected
by the customers.
FUTURE EXPANSIONS
In view of the huge potential in the industry they have the following
ambitious future plans:

To set up new factory at Guntur,Andhra Pradesh with high production

facilities.
The company has planned to set up one more wind mill preferably in

Andhra Pradesh as a source of cheap power for the unit at Guntur.

As a step towards companies vision to make GHASHA a national
Brand The company plans to strengthen marketing network in
Maharashtra,Andrapradesh,Gujrat and NewDelhi

1.8 PRODUCT PROFILE

The company now manufactures 5mm, 6mm, CTDbars (Cold Twisted
Deformed) and 8mm, 10mm, 12mm TMT bars (Thermo Mechanically
Treated Bars) .The proposed installed capacity of the unit of 36000MT
of construction steel per annum and estimated project cost of Rs.910
lakhs. The power and huge demand is the main attraction of setting up of
a unit of this kind in Kerala. GASHA STEELS has ISI certificate and it
maintain ISO 9001-2008 Quality Management system.InGasha steels
13

Pvt Ltd all the department follow the procedure given by the 9001-2008
standards.
PROCESS
1. steel ingots used for rolling are loaded in to rehabiting furnace to heat
them to required re-rolling temperature.
2. 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.
3. CTD bars rolled in the mill be coiled by using coiler machine.
4. Each coil will de-coil and cut it to 12mts length.
5. The 12mts cut pieces are twisted machine and bundled the same by
bending into 18 feet bundles.
6. This entire caution will have the support of workshops.
PRODUCTION CAPACITY
The production capacity of the company is 25000 metric tones per
annum.
TIME KEEPING
Attendance register is used for time keeping.
WORK TIME
The effective working time of GASHA STEELS PVT LTD is 9AM to
5PM.

1.9 CHAPTER SCHEMA

14

INTRODUCTION
INTRODUCTION TO THE STUDY

CHAPTER 1

OBJECTIVES OF THE STUDY

NEED FOR THE STUDY
SCOPE OF THE STUDY
LIMITATIONS
INDUSTRY PROFILE
COMPANY PROFILE
PRODUCT PROFILE

LITERATURE REVIEW
CHAPTER 2

STUDIES RELATED TO BRAND AWARENESS

BRAND AWARENESS
THE RESEARCH MODEL

15

RESEARCH METHODOLOGY
RESEARCH DESIGN

CHAPTER

PROBLEM STATEMENT
PERIOD STUDY
SAMPLING DESIGN
SOURCES OF DATA
STATISTICAL TOOLS USED

CHAPTER 4

DATA ANAYSIS AND INTERPRETATION

FINDINGS, SUGGESIONS AND

CHAPTER 5

CONCLUSIONS

16

2. LITERATURE REVIEW
2.1 STUDIES RELATED TO BRAND AWARENESS
Brand awareness means the ability of a consumer can recognize and
recall a brand in different situations (Aaker, 1996).
Brand awareness consists of
brand recall
brand recognition.
Brand recall means when consumers see a product category, they can
recall a brand name exactly, and brand recognition means consumers
has ability to identify a 136 The Journal of International Management
Studies, Volume 4, Number 1, February, 2009 brand when there is a
brand cue. That is, consumers can tell a brand correctly if they ever saw
or heard it.
,

Hoeffler&

Keller

(2002)Brand

awareness

can

be

defined

as,distinguished from depth and width. Depth means how to make

consumers torecall or identify brand easily, and width expresses infers
when consumers purchase a product, a brand name will come to their
minds at once. If 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
.As a consequence, brand awareness will affect purchase decision
through brand association, and when a product owns a positive brand
image, it will help in marketing activities. A brand name offers a symbol
17

that can assist consumers to identifyserviceproviders and to predict

service results. Brand awareness plays an important role on purchase
intention because consumers tend to buy a familiar and well known
product .Brand awareness can help consumers to recognize a brand from
a product category and make purchase decision .Brand awareness has a
great influence on selections and can be a prior consideration base in a
product category. Brand 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. Aproduct
with a high level of brand awareness will receive higher consumer
preferences because it has higher market share and quality evaluation.
Perceived Quality Perceived quality is a result of consumers subjective
judgment on a product also consider perceived quality is a judgment on
the consistency of product specification or an evaluation on added value
of a product. proposes that perceived quality is defined on the basis of
users recognition while objective quality is defined on the basis of
product or manufacturing orientation. The differences between objective
quality and perceived quality lie in that objective quality has a predesign standard to a product, and perceived quality is influenced by
internal and external product attributes which is an evaluation basis for
consumers points out that objective quality is that consumers will use
their experience and knowledge to evaluate overall product benefit,
function, durability, technology and reliability when consumers purchase
a product. Perceived quality is a consumer judgment on the
accumulative product benefits and a subjective feeling on product
quality .
Aaker (1991) argues that perceived quality can show the salient
differentiation of a product or a service and becomes a selective brand in

18

consumers mind. The reason why perceived quality is different to real

quality is because
(a) a previous bad image of a product will influence consumers
judgment on product quality in the future. Moreover, even the product
quality has been changed, consumers will not trust that product because
of their unpleasant experience in previous (Aaker, 1996),
(b) manufacturers and consumers have different views on the judgment
of the quality dimensions (Morgan, 1985; Aaker, 1996),
(c) 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 quality (Aaker, 1996).
In addition, perceived quality is a relative concept which possesses
situational, comparative, and individual attributes. Perceived quality will
be affected by factors such as previous experience, education level, and
perceived risk and situational variables such as purchase purpose,
purchase situation, time pressure, and social background from
consumers. In sum, perceived quality is a consumer subjective judgment
on product quality, and he or she will evaluate product quality from their
previous experiences and feelings.
Brand Loyalty
Aaker (1996) 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 equity. In addition, brand loyalty is the final
19

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 Journal of
International Management Studies, Volume 4, Number 1, February, 2009
137 competitors. Brand loyalty is consumer attitudes on a brand
preference from previous use and shopping experience of a product
( Aaker, 1991), and it can be measured from repurchase rate on a same
brand.
Assael (1998) defines that brand loyalty is that consumers satisfy their
past experience in use of the same brand and incur repurchase behavior.
Brand loyalty means brand preferences that consumers will not consider
other brands when they buy a product.Brand 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. Brand loyalty includes behavior factors and
attitude factors. Behavior loyalty represents repurchase behavior, and
loyalty attitude means psychological commitment to a brand (Aaker,
1991; Assael, 1998). Thus, purchase frequency is not equal to loyalty.
For 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. A 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. Loyaltycan also be separated from short-term loyalty
and long-term loyalty. Short-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 .
In addition, Bloemer and Kasper (1995) argue that a real brand loyalty
should include brand preferences and repurchase behaviors that present
20

in a long term commitment, brand commitment and psychological

processing (decision making and evaluation) function while brand
loyalty can be measured from customer repurchase intention and price
tolerance. Consumers with a strong commitment to a particular brand
will constantly search for any marketing activity related to the brand.
Furthermore, brand loyalty can be measured in two dimensions:
affective loyalty and action loyalty. Affective loyalty is a specific brand
preference from accumulative satisfaction to previous using experiences.
However, affective loyalty just represents that a repurchase intention. It
does not mean that consumers will take purchase action. It is very hard
to say that consumers hold brand loyalty Action loyalty indicates that
consumers not only have preferences to a specific brand but also
perform purchase action repetitively, and become an action inertia,.
Purchase Intentionis the most recognized model of consumer purchase
decision-making. This model divides the consumer purchase decision
process into five stages:
(1) Problem recognition,
(2) Information search,
(3) Alternative evaluation,
(4) Purchase decision, and
(5) Post-purchase behavior.
Also, maintain that consumer decision making are a series of processing
results from perceiving problems, searching for solutions, evaluating
alternatives, and making decisions.

21

Engel, et al. (1995) further contend that purchase intention can be

divided into,
Unplanned buying,
Partially planned buying and
Fully planned buying.
Unplanned buying means that consumers make all decisions to buy a
product category and a brand in a store. It can be regarded as an impulse
buying behavior.
Partially planned buying 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.
Fully planned buying means that consumers decide which product and
brand to buy before entering the shop.
Kotler (2003) proposes that individual attitudes and unpredictable
situations will influence purchase intention. Individual attitudes include
personal preferences to others and obedience to others expectation and
unpredictable situations signify that consumers change purchase
intention because a situation is appearing, for example, when the price is
higher that expected price .Consumer purchase intention is considered as
a subjective inclination toward a product and can be an important index
to predict consumer behavior.
Zeithaml (1988) uses possible to buy, intended to buy and considered to
buy as measurement items to measure purchase intention. The Journal of
International Management Studies, Volume 4, Number 1, February, 2009
22

Brand Awareness, Perceived Quality, Brand Loyalty and Purchase

Intention conclude that brand awareness and perceived quality 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 quality is .the higher the brand awareness is, the higher
the consumers quality evaluation is.
Besides, Aaker and Keller (1990) 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 purchase
intention are to consumers. It indicates that brand awareness has the
greatest total effects on brand loyalty. When 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. Also states that value can facilitate loyalty. He
propose that the more positive customer transaction perceptions are, the
stronger customer loyalty is. Also deem that value will bring a positive
influence toward customers.
It identifies that the perception of consumers will increase or reduce
brand loyalty.The perceived quality and brand loyalty have a highly
connection, they will positively influence purchase intention.A new view
and evidence to the study of brand loyalty that customer perceived
quality will influence brand trust and brand affect, and further to
influence brand attitude and purchase behavior. Thus, perceived quality
and brand loyalty are positively correlated, and brand loyalty will
increase if perceived quality increases. Consumers will have a higher
purchase intention with a familiar brand. Likewise, if a product has
higher brand awareness it will have a higher market share and a better
quality evaluation. A well known brand will have a higher purchase
intention than a less well known brand.
23

Garretson and Clow (1999) suggest that perceived quality will

influence consumer purchase intention, and indicates that perceived
quality will positively influence purchase intention through perceived
value. It also asserts that the higher the perceived quality and perceived
value of the private brand foods, the higher buying intention to
consumers. It is conclude that perceived quality and purchase intention
are positively related. Brand 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 RESEARCH MODEL

Perceived quality
Brand image

BRAND
AWARENESS

Purchase intention
Profitability

Brand identity

Market share

Price

Goodwill
24

3.METHODOLOGY
3.1 RESEARCH DESIGN
Research design is systematic planning of research, usually including the
formulation of a strategy to resolve a particular question; the collection
and recording of the evidence; the processing and analysis of these data
and their interpretation; and the publication of results. Agood research
design must possess the important features of objectivity, reliability,
validity and generalization. The study is designed as descriptive in
25

nature. Descriptive study attempts to obtain a complete and accurate

descriptive of a situation. The methodology involved in this design
mostly qualitative in nature producing descriptive data.

3.2 PROBLEM STATEMENT

In 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.
Customer needs and preferences keep changing where brands ultimately
command customer loyalty.
The realistic side of the problem is to know the acceptance level of the
brand awareness towards the product. This study will 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.

3.3 PERIOD OF STUDY

The study is conductedin 21 days (3 weeks)

3.4 SAMPLING DESIGN

26

3.4.1 Population
The population of the study is infinite

3.4.2 Sample Frame

The area of study is customers of Kalliyath TMT

3.4.3 Sample Size

The number of sample unit selected from the population is
called size of sample. The respondents for the study is 100

3.4.4 Sampling Technique

For this study the sampling technique is Simple random sampling. In
this technique, each member of the population has an equal 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.

3.5 SOURCES OF DATA

The data which are used mainly based on primary sources and secondary
sources.

Primary data

27

Primary data were collected through direct observations of various

functions in the Organizations, through questionnaire and from various
department heads ,and also from the interviews.

Secondary data
Secondary data were collected from official documents like their annual
report, company profile, organization manuals and from the company
websites and previous study reports.

3.6 STATISTICAL TOOLS USED

28

The data collected from the 100 samples were analyzed and interpreted
using
the statistical tools and techniques namely,
Percentage analysis method
Chi square
Correlation

Percentage analysis method

Percentage can be used to compare relative items (i .e )the distribution of
two or more series of data.
Percentage=no of respondents / total no of respondents * 100

Chi square
The Chi square is one of the simplest and most widely used non
parametric test in statistical work. The symbol Chi square is the Greek
letter Chi.the Chi square test was first used by Karl pearson in the year
1980.the quality Chi-square describes the magnitude of discrepancy
between theory and observation. It isdefined as
X2 = (O-E) 2 / E
Where O refers to the Observed frequencies and E refers to the expected
frequencies.

Correlation
Correlation is an analysis of the two co-variation between two or more
variables.
29

r =

dxdy - dx*dy/n

(dx 2( dx)2/n dy 2( dy)/n)

4. DATA ANALYSIS AND INTERPRETATION

4.1. PERCENTAGE ANALYSIS METHOD
4.1.1. AGE OF CUSTOMER
4.1.1. TABLE SHOWING AGE OF CUSTOMER
Frequency

Percent

20 - 30

11

10.9

30 - 40

34

33.7

40 - 50

29

28.7

50 - 60

26

25.7

Total

100

100.0

CHART 4.1.1. CHART SHOWING AGE OF CUSTOMER

30

AGE OF RESPONDENTS
40
35
33.7

30

28.7

25
20

25.7

15
10

10.9

5
0

20 - 30

30 - 40

40 - 50

50 - 60

INTERPRETATION

11% of respondents are aged 20-30

34% of respondents are aged 30-40
29% of respondents are aged 40-50
26% of respondents are aged 50-60

4.1.2 GENDER

TABLE 4.1.2 TABLE SHOWING GENDER

Frequency

Percent

31

MALE

74

73.3

FEMALE

26

25.7

100

100.0

Total

CHART 4.1.2. CHART SHOWING GENDER

GENDER
MALE

FEMALE

26%

74%

INTERPRETATION

32

From this, we clear that the most of the respondents are male category
and thereisonly 26% of respondents are female.

4.1.3.THE FIRST BRAND THAT COMES TO MIND IS

KALLIYATH TMT

TABLE 4.1.3- TABLE SHOWING THE FIRST BRAND THAT COMES TO MIND
IS KALLIYATH TMT
Frequency

Percent

STRONGLY AGREE

67

66.3

AGREE

29

28.7

NEITHER AGREE NOR DISAGREE

4.0

DISAGREE

STRONGLY DISAGREE

Total

100

100.0

33

CHART4.1.3- CHART SHOWING THE FIRST BRAND THAT

COMES TO MIND IS KALLIYATH TMT

Chart Title
70
60
50
40
30
20
10
0

66.3
0

ST
RO
N

G
LY

D
IS
AG
RE
E

EI
TH
ER

AG
RE
E

ST
RO
N

O
R

G
LY

AG
RE
E

D
IS
AG
RE
E

28.7

INTERPRETATION
From the above tableit is clear that 66.3% of customers are prefer
kalliyath TMT and below 3% of customers are not ready to prefer the
brand.
4.1.4.RECOGNIZATION OF KALLIYATH TMT

TABLE 4.1.4 - TABLE SHOWING RECOGNIZATION OF KALLIYATH YMT

34

Frequency

Percent

STRONGLY AGREE

48

47.5

AGREE

49

48.5

NEITHER AGREE NOR DISAGREE

3.0

DISAGREE

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.4 CHART SHOWING RECOGNIZATION OF

KALLIYATH YMT

47.5

48.5
0

D
IS
AG
RE
E

G
LY

EI
TH
ER

AG
RE
E

O
R

ST
RO
N

G
LY

D
IS
AG
RE
E

AG
RE
E

ST
RO
N

60
50
40
30
20
10
0

35

INTERPRETATION
The above table shows that the most of the customers are accept the
brand and only less than 3% of the customers are not recognize the
brand.

4.1.5 QUALTY AND DURABILITY

TABLE 4.1.5 - TABLE SHOWING QUALTY AND DURABILITY

STRONGLY AGREE

Frequency

Percent

68

67.3

36

AGREE

21

20.8

NEITHER AGREE NOR DISAGREE

6.9

DISAGREE

4.0

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.5 - CHART SHOWING QUALTY AND DURABILITY

80
70
60
50
40
30
20
10
0

67.3
4

G
LY
ST
RO
N

EI
TH
ER

AG
RE
E

ST
RO
N

D
IS
AG
RE
E

D
IS
AG
RE
E

6.9

O
R

G
LY

AG
RE
E

20.8

INTERPRETATION
From the above table shows that 67.3% of the customers are strongly
agree that the quality and durability of the product will recognize the
37

brand among the customers and below 4% of customers are opinioned

that they are not satisfied with the quality of the brand
4.1.6 FREQUENCY OF PURCHASE

TABLE 4.1.6 - TABLE SHOWING FREQUENCY OF PURCHASE

Frequency

Percent

STRONGLY AGREE

43

42.6

AGREE

15

14.9

NEITHER AGREE NOR DISAGREE

22

21.8

DISAGREE

16

15.8

STRONGLY DISAGREE

4.0

Total

100

100.0

CHART 4.1.6 -CHART SHOWING FREQUENCY OF PURCHASE

38

45
40
35
30
25
20
15
10
5
0

42.6
21.8

D
IS
AG
RE
E

ST
RO
N
G
LY

D
IS
AG
RE
E

15.8

EI
TH
ER

AG
RE
E

O
R

ST
RO
N
G
LY

AG
RE
E

14.9

INTERPRETATION
From the above table, it is clear that 42.6% of customers are frequently
purchase the product once in 10 days. In addition, below 4%of
customers are not frequently purchases the product

4.1.7 PRODUCT QUALITY IS GOOD

39

TABLE 4.1.7 - TABLE SHOWING PRODUCT QUALITY IS GOOD

Frequency

Percent

STRONGLY AGREE

73

72.3

AGREE

14

13.9

NEITHER AGREE NOR DISAGREE

5.9

DISAGREE

6.9

STRONGLY DISAGREE

Total

100

100.0

CHART4.1.7 -CHART SHOWINGPRODUCT QUALITY IS GOOD

D
IS
AG
RE
E
G
LY
ST
RO
N

EI
TH
ER

AG
RE
E

O
R

ST
RO
N
G
LY

D
IS
AG
RE
E

AG
RE
E

80
70
60
50
40
30
20
10
0

40

INTERPRETATION
At the given information 72.3% of customers are strongly agree that the
quality of the product is good and it also effect in the sales.

4.1.8 DURABILTY IS STRONG

TABLE 4.1.8 - TABLE SHOWING DURABILTY IS STRONG

Frequency

Percent

STRONGLY AGREE

83

82.2

AGREE

14

13.9

NEITHER AGREE NOR DISAGREE

3.0

DISAGREE

STRONGLY DISAGREE

Total

100

100.0

41

CHART 4.1.8 - CHART SHOWING CHART SHOWING QUALTY

AND DURABILITY

DURABILITY IS STRONG

STRONGLY AGREE

AGREE

NEITHER AGREE NOR DISAGREE

3
13.9

DISAGREE

STRONGLY DISAGREE
82.2

INTERPRETATION
From the above table we can understand that most of the customers that
is 82.2% are says that the durability of the brand is very high and least
customers are not agree with the durability of the product.

4.1.9 PACKAGING IS ATTRACTIVE

TABLE 4.1.9- TABLE SHOWING PACKAGING IS ATTRACTIVE

Frequency

Percent
42

STRONGLY DISAGREE

46

45.5

AGREE

28

27.7

NEITHER AGREE NOR DISAGREE

17

16.8

DISAGREE

6.9

STRONGLY DISAGREE

2.0

Total

100

100.0

CHART 4.1.9- CHART SHOWING PACKAGING IS

ATTRACTIVE

27.7

D
IS
AG
RE
E

6.9

EI
TH
ER

AG
RE
E

ST
RO
N

N
O
R

G
LY

D
IS
AG
RE
E

16.8

D
IS
AG
RE
E

45.5

ST
RO
N
G
LY

50
45
40
35
30
25
20
15
10
5
0

INTERPRETATION
From 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 45.5% of the customers are
strongly agree to the attractive packaging of the product.

4.1.10 COMPANY IMAGE IS ATTRACTIVE

TABLE 4.1.10 - TABLE SHOWING COMPANY IMAGE IS ATTRACTIVE

Frequency

Percent

STRONGLY AGREE

41

40.6

AGREE

50

49.5

NEITHER AGREE NOR DISAGREE

3.0

DISAGREE

5.9

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.10- CHART SHOWING COMPANY IMAGE IS

ATTRACTIVE

44

3 5.9

STRONGLY AGREE
AGREE

40.6

NEITHER AGREE NOR

DISAGREE
DISAGREE

49.5

STRONGLY DISAGREE

INTERPRETATION
From the above table we can understand that 49.5% of the customers are
strongly agree with the image of the brand. Moreover, less than 3%of the
customers are not aware about the brand.

4.1.11 AVAILABILTY IS IN PROPER WAY

TABLE 4.1.11 - TABLE SHOWING AVAILABILTY IS IN PROPER WAY

Frequency

Percent

STRONGLY AGREE

39

38.6

AGREE

40

39.6

45

NEITHER AGREE NOR DISAGREE

11

10.9

DISAGREE

7.9

STRONGLY DISAGREE

2.0

Total

100

100.0

CHART 4.1.11 - CHART SHOWING AVAILABILTY IS IN

PROPER WAY

D
IS
AG
RE
E

ST
RO
N

G
LY

D
IS
AG
RE
E

N
O
R
AG
RE
E

EI
TH
ER

ST
RO
N

G
LY

AG
RE
E

50
40
30
20
10
0

INTERPRETATION
From the above table it is clear that 40% 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

4.1.12 CUSTOMER LOYALITY TOWARD THE BRAND

TABLE 4.1.12 - TABLE SHOWING CUSTOMER LOYALITY TOWARD

THE BRAND
Frequency

Percent

STRONGLY AGREE

57

56.4

AGREE

35

34.7

NEITHER AGREE NOR DISAGREE

6.9

DISAGREE

STRONGLY DISAGREE

1.0

Total

100

100.0

47

CHART 4.1.12 - CHART SHOWING CUSTOMER LOYALITY

TOWARD BRAND

D
IS
AG
RE
E
ST
RO
N
G
LY

EI
TH
ER

AG
RE
E

ST
RO
N

N
O
R

G
LY

D
IS
AG
RE
E

AG
RE
E

60
50
40
30
20
10
0

INTERPRETATION

From the above information we can understand that the 56.4%of the
customers are not switch to other brands whether competitors providing
the cheaper product.

48

4.1.13 BRAND NAME INFLUENCES YOUR DECISION MAKING IN

PURCHASING

TABLE 4.1.13- TABLE SHOWING BRAND NAME INFLUENCES YOUR

DECISION MAKING IN PURCHASING

Percent
STRONGLY AGREE

32

31.7

AGREE

41

40.6

NEITHER AGREE NOR DISAGREE

5.0

DISAGREE

16

15.8

STRONGLY DISAGREE

5.9

Total

100

100.0

CHART 4.1.13 - CHART SHOWING BRAND NAME INFLUENCES

YOUR

DECISION MAKING IN PURCHASING

49

BRAND NAME INFLUENCES YOUR DECISION MAKING IN PURCHASING

STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE

INTERPRETATION
From the above it is clear that the 41% of the customers are purchase the
product based on the Brand name of the product.

4.1.14 BRAND IMAGE INFLUENCES THE BUYING

BEHAVIOUR

TABLE 4.1.14 - TABLE SHOWING BRAND IMAGE INFLUENCES THE

BUYING BEHAVIOUR

50

Frequency

Percent

STRONGLY AGREE

29

28.7

AGREE

59

58.4

NEITHER AGREE NOR DISAGREE

8.9

DISAGREE

3.0

STRONGLY DISAGREE

Total

101

100.0

CHART 4.1.14 - CHART SHOWING BRAND IMAGE

INFLUENCES THE

BUYING BEHAVIOUR

D
IS
AG
RE
E
ST
RO
N

G
LY

D
IS
AG
RE
E

EI
TH
ER

AG
RE
E

ST
RO
N

O
R

G
LY

AG
RE
E

70
60
50
40
30
20
10
0

51

INTERPRETATION
From this, it is clear that the 58.4% of the customers are purchase the
product based on the brand image of the brand.

4.1.15 CUSTOMER SATISFACTION

TABLE 4.1.15 - TABLE SHOWING CUSTOMER SATISFACTION

CUSTOMER SATISFACTION
Frequency

Percent

STRONGLY AGREE

55

54.5

AGREE

34

33.7

NEITHER AGREE NOR DISAGREE

3.0

DISAGREE

5.9

STRONGLY DISAGREE

2.0

Total

100

100.0

CHART 4.1.15 - CHART SHOWING CUSTOMER

SATISFACTION

52

STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE

INTERPRETATION
From this, we can understand that the 55% of the customers are fully
satisfied with the brand because of their service provided by the
organization to the customers.

4.1.16 PERCEIVED QUALITY AND VALUE

TABLE 4.1.16 - TABLE SHOWING PERCEIVED QUALITY AND VALUE

53

Frequency

Percent

STRONGLY AGREE

72

71.3

AGREE

21

20.8

NEITHER AGREE NOR DISAGREE

5.0

DISAGREE

STRONGLY DISAGREE

2.0

Total

100

100.0

CHART 4.1.16 - CHART SHOWING PERCEIVED QUALITY

AND VALUE

PERCEIVED QUALITY AND VALUE

71.3

G
LY
ST
RO
N

O
R
N
AG
RE
E

D
IS
AG
RE
E

EI
TH
ER

ST
RO
N
G
LY

D
IS
AG
RE
E

20.8

AG
RE
E

80
70
60
50
40
30
20
10
0

54

INTERPRETATION
The above table shows that the 71.3%of the customersgive preference to
quality and value of the product.

4.1.17 BRAND EVALATION BASED ON COST

TABLE 4.1.17 - TABLE SHOWING BRAND EVALATION BASED ON COST

Frequency

Percent

STRONGLY AGREE

50

49.5

AGREE

40

39.6

NEITHER AGREE NOR DISAGREE

10

9.9

DISAGREE

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.17 - CHART SHOWING BRAND EVALATION

BASED ON COST

55

D
IS
AG
RE
E
G
LY

ST
RO
N

EI
TH
ER

AG
RE
E

ST
RO
N

O
R

D
IS
AG
RE
E

D
IS
AG
RE
E

AG
RE
E

G
LY

AG
RE
E

60
50
40
30
20
10
0

INTERPRETATION
49% of the customers are evaluating the brand based on cost. Customers
concentrate on high quality product with low cost of product.

4.1.18 BRAND EVALUATION BASED ON INCOME

56

TABLE 4.1.18 - TABLE SHOWING BRAND EVALUATION BASED

ON INCOME
Frequency

Percent

STRONGLY AGREE

39

38.6

AGREE

37

36.6

NEITHER AGREE NOR DISAGREE

20

19.8

DISAGREE

4.0

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.18 - CHART SHOWING BRAND EVALUATION

BASED ON
INCOME

STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE

57

INTERPRETATION
Generally, customers select product based on their income. Likewise, the
particular product is chose by the customers based on the fund available
in their pockets.

58

4.1.19 BRAND EVALUATION BASED ON MARKET

TABLE 4.1.19 - TABLE SHOWING BRAND EVALUATION BASED

ON MARKET
Frequency

Percent

STRONGLY AGREE

34

33.7

AGREE

51

50.5

NEITHER AGREE NOR DISAGREE

13

12.9

DISAGREE

2.0

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.19 - CHART SHOWING BRAND EVALUATION

BASED ON

59

MARKET

STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE

INTERPRETATION
Every product contains large competitors. Therefore, the customers
prefer those products which are survive in the market for a long period.

60

4.1.20 BRAND IS SELF EXPRESSIVE

TABLE 4.1.20 - TABLE SHOWING BRAND IS SELF EXPRESSIVE

Frequency

Percent

STRONGLY AGREE

46

45.5

AGREE

49

48.5

NEITHER AGREE NOR DISAGREE

5.0

DISAGREE

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.20 - CHART SHOWING BRAND IS SELF

EXPRESSIVE

61

D
IS
AG
RE
E
ST
RO
N

G
LY

D
IS
AG
RE
E
N

EI
TH
ER

AG
RE
E

ST
RO
N

O
R

G
LY

AG
RE
E

60
50
40
30
20
10
0

INTERPRETATION
49% of the customers are self-expressive to their brand. That means
they do what they want to do.

62

Frequency

Percent

70
30
0
0
0

69.3
29.7
0
0
0

100

100

STRONGLY AGREE
AGREE
NEITHER AGREE NOR
DISAGREE
DISAGREE
STRONGLY DISAGREE
Total

4.1.21 PRODUCT ATTRIBUTES

TABLE 4.1.21 - TABLE SHOWING PRODUCT ATTRIBUTES

(PERFORMANCE, SERVICE)

CHART 4.1.21 CHART SHOWING PRODUCT ATTRIBUTES

(PERFORMANCE, SERVICE)

D
IS
AG
RE
E
G
LY
ST
RO
N

EI
TH
ER

AG
RE
E

ST
RO
N

O
R

G
LY

AG
RE
E

D
IS
AG
RE
E

70
60
50
40
30
20
10
0

63

INTERPRETATION
From this, it is clear that 70% of the customers are evaluating the brand
based on the performance and service from the product.
4.1.22 PURCHASE ATTRIBUTES

TABLE 4.1.22- TABLE SHOWING PURCHASE ATTRIBUTES

(PRICE ,PACKAGE)
Frequency

Percent

STRONGLY AGREE

44

43.6

AGREE

42

41.6

NEITHER AGREE NOR DISAGREE

12

11.9

DISAGREE

2.0

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.22 - CHART SHOWING PURCHASE ATTRIBUTES

(PRICE ,PACKAGE)

64

D
IS
AG
RE
E
ST
RO
N

G
LY

D
IS
AG
RE
E
N

EI
TH
ER

AG
RE
E

ST
RO
N

O
R

G
LY

AG
RE
E

45
40
35
30
25
20
15
10
5
0

INTERPRETATION
From the above information, we can understand that 44%of the
customers are evaluate the brand based on the attractive packaging and
the reasonable price for the product.
4.1.23 BRAND CORE VALUES

TABLE 4.1.23 - TABLE SHOWING BRAND CORE VALUES

Frequency

Percent

STRONGLY AGREE

43

42.6

AGREE

46

45.5

65

NEITHER AGREE NOR DISAGREE

11

10.9

DISAGREE

STRONGLY DISAGREE

Total

100

100.0

CHART 4.1.23 - CHART SHOWING BRAND CORE VALUES

2
2
2
45.5
5
5
0
5

G
LY

D
IS
AG
RE
E

4
0
4
4

EI
TH
ER

AG
RE
E

ST
RO
N

O
R

G
LY

AG
RE
E

3
3
3
10.9

D
IS
AG
RE
E

1
1
42.6

ST
RO
N

60
50
40
30
20
10
0

INTERPRETATION
In this case, the 45% of the customers are evaluate the brand on the basis
of value that recognize the brand.
66

4.2 CORRELATION ANALYSIS

The following table gives the quality and durability of the brand.
Quality (x) :

68

21

Durability (y):

83

14

Ho- There is no relationship between quality and durability of the brand.

H1- Thereis a relationship between quality and durability of the brand
QUALITY AND DURABILITY OF THE BRAND
TABLE 4.2.1-TABLE SHOWING QUALITY AND DURABILITY OF
THE BRAND

dx

dy

dx2

dy2

dx*dy

68

83

48

63

2304

3969

3024

21

14

-6

36

-6

-13

-17

169

289

221

-16

-20

256

400

320

-20

-20

400

400

400

100

100

3130

5094

3959

Assumed mean of X =20

dx= 0

dx2= 3130

dxdy= 3959

dxdy -

dx*dy/n

Assumed mean of Y=20

dy= 0

dy2= 5094

N= 5

(dx 2( dx)2/n dy 2( dy)/n)

67

= 3959 (0/5)

((31300/5)(50940 /5))

= 3959 3993
= 0.991

INTERPRETATION
The result indicates that there is a high degree of positive correlation
between the quality and durability of the brand.
4.3 CHI SQUARE
From the given information state whether there is any significant
difference between the product attributes and the brand core values.
Product attributes and the brand core values
TABLE 4.3.1 - TABLE SHOWING PRODUCT ATTRIBUTES AND
THE BRAND CORE VALUES
Product
atributes

Brand core values

Product
attributes total

Strongly
agree

agree

Neither
disagree
agree nor
disagree

Strongly
disagree

Strongly
agree

28

15

43

Agree

36

10

46

Neither
agree nor
disagree

11

disagree

68

Strongly
disagree

Brand
70
30
0
0
0
100
core value
total
Ho = there is no difference between product attributes and the brand
core values of the
product
H1= there is a difference between product attributes and the brand core
values
Expected frequencies = row total * coloumn total / grand total
Degree of freedom

= (c-1) (r-1)
(5-1)(5-1)=16

O(observed
frequency)
28
15
0
0
0
36
10
0
0
0
6
5
0
0
0
0
0
0
0
0
0
0
0

E(expected
frequency)
30.1
12.9
0
0
0
5.9
3.8
0
0
0
-1.7
1.7
0
0
0
0
0
0
0
0
0
0
0

(O-E)

(O-E)2

(O-E)2/E

-2.1
2.1
0
0
0
5.9
3.8
0
0
0
-1.7
1.7
0
0
0
0
0
0
0
0
0
0
0

4.41
4.41
0
0
0
34.81
14.44
0
0
0
2.89
2.89
0
0
0
0
0
0
0
0
0
0
0

0.146
0.342
0
0
0
1.156
1.046
0
0
0
0.375
0.875
0
0
0
0
0
0
0
0
0
0
0
69

0
0

0
0

0
0

0
0

0
0

3.94

X2 =

(O-E) 2 / E = 3.94

INTERPRETATION
At 5%, level of significance the table value for 16 d.f. is 26.296. So we
.the computed value is higher than the table value. So we reject the null
hypothesis. It indicates that there is a significant difference on the
performance and the value of the brand.

5. FINDINGS, SUGGESTIOS AND

CONCLUSIONS
5.1 FINDINGS
This study on the effectiveness of brand awareness at Gasha steel
private limited,with special reference to kalliyath TMT kanjikode,
palakkad help to find out the efficiency of branding at the organization.
The findings of the research from the study as follows:
72.3% of customers strongly agree that the quality of the product
is good and it also effect in the sales.
40% of the customers agree that the product are available in
proper time.

70

 Chi-square TEST REVEALS that there is significant relation

between the performance and the value of the brand.
From the analysis of correlation , there is a high degree of
positive correlation between the quality and durability of the
product.
58.4% of the customers purchase the product based only on the
brand image of the product.
90% of customers are aware about the brand name of the
company.
90% of the customers are satisfied with the brand because of the
service provided by the organization to the customers.
72% of customers opined quality is the main attribute and 70%
opined that the performance of the Kalliyath TMT is the major
attribute which attracts the customers .

5.2 SUGGESTIONS

71

 The company may adopt different transportation strategies to

improve the timely delivery of the product.
As part of marketing promotions, Kalliyath 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.

5.3 CONCLUSIONS

72

On comprehensive analysis done on THE EFFECTIVENESS OF

BRAND AWARENESS AT GASHA STEEL PRIVATE LIMITED,
WITH SPECIAL REFERENCE TO KALLIYATH TMT KANJIKODE,
PALAKKAD. is focused to examine 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 quality and durability of the product, which leads to higher sales.
On 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

BIBILIOGRAPHY
BOOKS
Harsh V Verma (2006), Brand Management, second edition, Excel
Books ,New Delhi. Page no: 205-228
Y R MOORTHY, Brand management, published by Vikas R Publishing
House Pvt Ltd.
PHILIP KOTLER , Marketing management ,13th edition published by
Dorling
Kinders ley (India)
KEVIN LANE KELLER , strategic brand management ,3rdedition,
published by Pretence Hall Of India Pvt Ltd.

JOURNALS
The Journal of International Management Studies, Volume 4, Number 1,
February, 2009.

WEBSITES
http://www.businessdictionary.com/definition /brand -awareness.html
http://www.businessdictionary.com/definition /advertising.html
http://www.businessdictionary.com/definition /guerillamarketing.html

74

QUESTIONNAIRE
NAME:
AGE:

20-30

GENDER

30-40

: male

40-50

50-60

female

Please go through the statement and respond to the way

you feel honestly as Follows by the tick
on the
appropriate column

SL NO.

STATEMENT

SA

NAN
D

BRAND RECOGNITION
1.

THE FIRST BRAND THAT COMES TO

MIND IS KALLIYATH TMT.

2.

KALLIYATH TMT IS THE MOST

RECOGNIZABLE IN STEEL INDUSTRY
IN KERALA.

3.

QUALITY AND DURABILITY OF THIS

BRAND MAKES IT RECOGNIZABLE.

4.

FREQUENCY OF PURCHASE IS ONCE

75

SD

IN 10 DAYS.
BRAND SPECIFICATION
5.

PRODUCT QUALITY IS GOOD.

6.

DURABILITY IS STRONG.

7.

PACKAGING IS ATTRACTIVE.

8.

COMPANY IMAGE IS POSITIVE.

9.

AVAILABILITYIS IN PROPER WAY.

BRAND LOYALTY
10.

CUSTOMER LOYALTY TOWARDS THE

BRAND

11.

BRANDNAME INFLUENCES YOUR

DECISION-MAKING IN PURCHASING.

12.

IMAGE OF A BRAND IS INFLUENCE

THE BUYING BEHAVIOR.

13.

CUSTOMER SATISFACTION.

14.

PERCEIVED QUALITY & VALUE.

BRAND EVALUATION
15.

COST BASED.

16.

INCOME BASED.

17.

MARKET BASED.

18.

SELF EXPRESSIVE.

BRAND ASSOCIATIONS

76

19.

PRODUCT
ATTRIBUTES(PERFORMANCE,
SERVICE).

20.

PURCHASE ATTRIBUTES(PRICE,
PACKAGE).

21.

BRAND CORE VALUES.

(SA - STRONGLY AGREE, A AGREE, NAND- NEITHER AGREE

NOR DISAGREE ,D- DISAGREE, SD- STRONGLY DISAGREE)

77

INTERVIEW SCHEDULE
Name

Age

Designation

1. How do you segment your customers?

2.

3.

4.

5.

6.

7.

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------What type of promotional activity do you follow to create

awareness of brand?
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Which factor is more attractive to the customers?
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------How often do you conduct market research?
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Do you have operating budget allocation for promoting brand
awareness among customers?
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Do you follow any marketing strategies to promote brand
loyalty?
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------How do you differentiate your brand with other brands?

78

-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------8. How do you sponsor your brand?

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

79