A DISSERTATION REPORT

ON
ANALYSIS OF BRAND EQUITY AND CONSUMER BEHAVIOR

AT
EUREKA FORBES LIMITED

SUBMITTED TO:
MAHATMA GANDHI UNIVERSITY, KOTTAYAM
In partial fulfillment of the requirements for the award of the degree of
Master of Business Administration
(2013-2015)

SUBMITTED BY:
REGISTER NO:

AKHIL FRANCIS A,J

__________

50004___________ .

BHARATA MATA INSTITUTE OF MANAGEMENT

BHARATA MATA COLLEGE
THRIKKAKARA

BHARATA MATA INSTITUTE OF MANAGEMENT

BHARATA MATA COLLEGE
THRIKKAKARA P.O., COCHIN 682 021, KERALA
Tel: 0484-2423626, 2425121 Fax: 0484-2427796.

CERTIFICATE
This is to certify that the Dissertation Project entitled ANALYSIS OF BRAND
EQUITY AND CONSUMER BEHAVIOR carried out by Mr.Akhil Francis in partial
fulfilment of the requirements of the Master of Business Administration (MBA)
of Mahatma Gandhi University is a bonafide report of the work done by him under
our supervision and guidance. This is also to certify that this report has not been
submitted to any other Institute/University for the award of any Degree.
However, this certificate is not issued to endorse the views and opinions
expressed in the report.

Academic Guide

Dean

DECLARATION

I, Akhil Francis do here by declare that this report on ANALYSIS OF BRAND EQUITY
AND CONSUMER BEHAVIOR submitted to Mahatma Gandhi University, Kottayam in
partial fulfilment of the requirements for the award of the degree of Master Of Business
Administration is a bonafide record of Dissertation project undergone by me in the firm
and prepared under the guidance of Prof. RajaMohan Kadavil, BHARATA MATA
INSTITUTE OF MANAGEMENT, Thrikkakara. I also declare that this training report is
my original work and that it has not been submitted to any other Institute/University for
the award of any Degree.

Place: THRIKKAKARA
FRANCIS
Date:

AKHIL

ACKNOWLEDGEMENT
In preparing this report I have been fortunate enough to get support from number
of people to whom I shall remain grateful.
First and foremost I thank god almighty for giving me the ability to do this study
and make the venture a success.
I hereby express my deep gratitude to Mr.Sarath.R, Asst. Manager HR and Administration,
Eureka Forbes Limited.for his valuable information for doing this project
I would like to express my deep felt gratitude to our Dean, Dr.Mary Joseph T my
heartfelt gratitude to her for the unremitting support bestowed upon me all through.
I am very thankful to Prof. RajaMohan Kadavil my guide, who have rendered
timely relevant information, valuable suggestions, assistance and encouragement which I
found extremely useful for the Dissertation Project.
I also express my sincere thanks to all officers, staff and workers of Eureka Forbes
Limited. for the co-operation extended to me during the period of study.
Finally I thank all my friends and each and everyone who have directly or
indirectly helped for the successful completion of this project work.

AKHIL FRANCIS

CONTENTS
CHAPTER

2
3
4

TITLE
EXECUTIVE SUMMARY
INTRODUCTION
1.1 General Introduction
1.2 Problem Statement
1.3 Objectives of the Study
1.5 Research Methodology
1.6 Sampling
1.7 Type of data collection technique
1.9 Limitation of the Study
LITERATURE REVIEW
2.1 Review of Literature
PROFILES
3.1 Industry Profile
3.2 Company Profile
DATA ANALYSIS AND INTERPRETATION
4.1 Analysis of Brand Equity
4.2 Analysis of Consumer Behavior
4.3 Analysis of Below The Line Activities
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 Summary of the findings
5.2 Suggestions
5.3 Conclusion
BIBLIOGRAPHY
APPENDIX
Questionnaire

PAGE
NO
1
4
5
5
6
7
7
9
10
12
16
22
39
53
57
59
61
62
63

LIST OF TABLES
TABLE

TITLE

NO
4.1.1.1

Respondents perception of Aqua guard as a quality product

4.1.1.2

according to the -Overall Analysis

Respondents view about the after sales service being up to the
expectation on the basis of -Overall Analysis

PAGE
NO
22
23

4.1.1.3

Respondents perception of Aquaguard as their best choice on the

basis of -Overall Analysis

24

4.1.1.4

Respondents perception of Aquaguard as a technologically

innovative product on the basis of-Overall Analysis

25

4.1.2.1

Respondents perception of Aquaguard as being able to provide

26

4.1.2.2

clean and safe drinking water -Overall Analysis

Respondents perception of Aquaguard as a value for money

27

4.1.2.3

product-Overall Analysis
Respondents perception of Aquaguard as a trustworthy and

28

4.1.2.4
4.1.3.1
4.1.3.2
4.1.3.3
4.1.3.4
4.1.4.1
4.1.5.1
4.1.6
4.2.1
4.2.2
4.2.3

reliable brand- Overall Analysis

Respondents perception of Aquaguard as a well-established brand as
compared to others- Overall Analysis
Respondents willingness to update their water purifier with
same brand next time -Overall Analysis
Respondents willingness to recommend the brand to others -Overall
Analysis
Respondents view on being satisfied during use of the productOverall Analysis
Respondents willingness to pay a higher price for the brand as
compared to others-Overall Analysis

Awareness of the difference between the Reverse Osmosis

technology and Ultra Violet technology
Consideration of free gifts or other attractive offer at the time of
buying

28
30
31
32
33
34
35
37
39
40

Importance of Indian Standards Institute Certification in Making

Buying Decision
Importance of Indian Medical Association endorsement in buying a
water purifier

41

4.2.5
4.2.6

Importance of water testing prior to buying

Importance of after sales service as a consideration in purchase

43
44

4.2.7

decision
Appropriate maintenance cost for water purifier

45

4.2.8

Importance of electricity consumption efficiency of a water purifier

46

4.2.9
4.2.10

Sources of awareness of water purifier

Importance of product display in prompting buying the product

47
48

4.2.11

Contribution of free service camp in maintaining relationship with

customers
Provision of information related to new technology products
introduced
Exchanging of product after the introduction of new products

49

4.2.4

4.2.12
4.2.13

42

50
51

4.2.14

Intention of buying other products of Eureka Forbes

52

LIST OF FIGURES
FIGURE
NO
4.1.1.1
4.1.1.2
4.1.1.3

TITLE
Respondents perception of Aqua guard as a quality product
according to the -Overall Analysis
Respondents view about the after sales service being up to the
expectation on the basis of -Overall Analysis
Respondents perception of Aquaguard as their best choice on the
basis of -Overall Analysis

PAGE
NO
22
23
24

4.1.1.4

Respondents perception of Aquaguard as a technologically

innovative product on the basis of-Overall Analysis

25

4.1.2.1

Respondents perception of Aquaguard as being able to provide

26

4.1.2.2

clean and safe drinking water -Overall Analysis

Respondents perception of Aquaguard as a value for money

27

product-Overall Analysis

4.1.2.3
4.1.2.4
4.1.3.1

Respondents perception of Aquaguard as a trustworthy and

reliable brand- Overall Analysis
Respondents perception of Aquaguard as a well-established brand
as compared to others- Overall Analysis
Respondents willingness to update their water purifier with

28
29
30

4.2.5
4.2.6

same brand next time -Overall Analysis

Respondents willingness to recommend the brand to others
-Overall Analysis
Respondents view on being satisfied during use of the productOverall Analysis
Respondents willingness to pay a higher price for the brand as
compared to others-Overall Analysis
Awareness of the difference between the Reverse Osmosis
technology and UltraViolet technology
Consideration of free gifts or other attractive offer at the time of
buying
Importance of Indian Standards Institute Certification in Making
Buying Decision
Importance of Indian Medical Association endorsement in buying a
water purifier
Importance of water testing prior to buying
Importance of after sales service as a consideration in purchase

4.2.7

decision
Appropriate maintenance cost for water purifier

45

4.2.8

Importance of electricity consumption efficiency of a water purifier

46

4.2.9
4.2.10

Sources of awareness of water purifier

Importance of product display in prompting buying the product

47
48

4.2.11

49

4.2.13

Contribution of free service camp in maintaining relationship with

customers
Provision of information related to new technology products
introduced
Exchanging of product after the introduction of new products

4.2.14

Intention of buying other products of Eureka Forbes

52

4.1.3.2
4.1.3.3
4.1.3.4
4.2.1
4.2.2
4.2.3
4.2.4

4.2.12

31
32
33
39
40
41
42
43
44

50
51