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CHAPTER 1

INTRODUCTION
INTRODUCTION
Recently the rising of consumer consciousness has made consumer choose to
purchase their familiar and favorable brand. Therefore, if business wants to
defeat their competitors, they have to make the consumers love to buy the
products and brands. Macdonald and sharp mention that even though consumers
familiarize and are willing to purchase a product, brand awareness is still an
important factor to influence purchase decision. When consumers want to buy a
product, and a brand name can come to their mind at once, it reflects the product
has higher brand awareness. This explains why a product with higher brand
awareness will have higher market share and better quality evaluation. In
addition when consumer selects a product, they care about perceived quality and
brand awareness. Perceived quality can help consumers to have a subjective
judgment on overall product quality that make a product hold a salient
differentiation and become a selective brand in consumers mind. Besides,
business have to build up brand loyalty, some studies suggest that the cost to
attract a new customer is more than five times of maintaining a loyalty
customer. That is, they higher the brand loyalty, the less cost business to pay.

The project entitled “A Study on Effectiveness of brand awareness on


consumer behavior in automobile industry with special reference to Amana
to TOYOTA CALICUT” aims at analyzing the consumer’s perception and
buying behavior towards various automobile brands and to analyze which
attribute more influencing in selection of a car and also analysis satisfaction
level of over all performances of TOYOTA brand.

Brand name awareness places an important role in decision making of a


consumer. If customer had already head the brand name, the customer would
have idea about the products this makes him feel more comfortable at the time
of making decision, which is not the case with an unknown brand. Therefore
companies’ strong brand name is a winning track as customers choose their
brand over the other brand. It is believed that brand with a higher level of
recognition would be more likely purchased than the ones with no recognition.
Moreover, brand awareness is an initial goal or new brands.

Brand awareness refers to the ability of a potential customer to recognize


the brand while categorizing the brand to a specific class. It is believed that
brand awareness is one of the main main subjects to pay attention to I brand
equity. From the consumers point, a brand has no equity unless customer is at
least aware of the brand. The recall of brand awareness is based on a continuum
were the brand recognition is in the lowest level and the highest level were the
named brand is going along with unaided cancellation.

In this project, I went into a search for details regarding the brand
awareness of Toyota and its acceptance rate and promotion effectiveness. The
analysis of data collected through questionnaire taking the sample size of 50. As
the brand awareness directly associated with promotion strategy taken by the
company its effectiveness is evaluated and the steps to increase the awareness
level of customers are considered. Therefore I have used various tools and
techniques for the purpose of analysis of the data and have tried to through a
clear light towards the level of brand awareness of Toyota and the measures to
increase its awareness and to evaluate the best media of communication for the
purpose.
STATEMENT OF THE PROBLEM

This topic is selected to analyze the effectiveness of brand awareness on


consumer behavior in automobile market. The study is to be conducted to
analyze the satisfaction and also for evaluating performance of Toyota brand
and also analysis Toyota brand compared to their competitors in the existing
market. Its other aims to develop the brand awareness and bring out product
patronage. The study helps to obtain the suggestions for improvement of brand
awareness and also analysis most important attributes considering customers
when buy the car.

Recently the rising of consumer consciousness has made consumers


choose to purchase their familiar and favorable brand. Therefore if business
wants to defeat their competitors they have to make consumers love to buy their
products and brands. Mc Donald and Sharpe mention that even though
consumers familiarize and are willing to purchase product brand awareness is
still an important factor to influence purchase decision. When consumers want
to buy a product and a brand name can come to their mind at once, it reflects
that product has higher brand awareness. This explains why a product with
higher brand awareness will have higher market share and better quality
evaluation.
SCOPE OF THE STUDY

The study is conducted to know the effectiveness of brand awareness on


consumer behavior in automobile industry towards Amana Toyota Calicut
within a limited time period. I tried my best to collect data from almost all
consumers by considering age, occupation and the income level of the
customer. This study will helps to get real market experience. These studies
helpful for company to increase the sales by adopting various strategies by
identify the customers taste and preference. This study helps to get real market
information. The study about brand awareness of Toyota brand will help the
researcher in getting a closer view about the four wheeler industry.

This study of understanding the brand awareness of the customers on


automobile brand namely Toyota apart from helping to acquire a better insight
and understanding into the vital but trivial aspects of the automobile market, it
also helps in accessing the company’s strength and weakness against the
competing automobile brands. Thus helps in finding the loop holes in
company’s products on in finding logical solutions to the problems.

Simply the study makes a chance to the firm to delight their customers,
ultimately for the existence and earnings in present corporate competition by
way of adjusting their products according to the customer needs.
OBJECTIVES

PRIMARY OBJECTIVE

 To study the effectiveness of brand awareness of consumer behavior


when purchasing a car.

SECONDARY OBJECTIVE

 To analyze how to affect brand awareness on consumer behavior in


purchasing a car
 To identify which attribute more influencing in selection of a car.
 To know motivating factor of consumers in purchasing products
of Toyota & other automobile brands.
 To know factors necessary for build brand awareness in
consumers mind.
 To ascertain the level of brand loyalty and brand image
associated by automobile market consumers and reason for this.
 To study consumer perception towards Amana Toyota.
 To analyze overall performance of Toyota brand.
RESEARCH METHEDOLOGY

Research is an art of scientific investigation through search for new fact


in any branch of knowledge. Research methodology is a systematic way
to solve the research problem. It is also help to find out the way for the
research problem. It is the description, explanation, and justification of
various method of conducting research.

SOURCES OF DATA

 Primary data
It refers to the first hand information collected by the researcher,
specific to the research problem. It includes using different primary data
collection tools such as personal interview using questionnaires,
telephone surveys, mail surveys etc for the present study primary data
was collected by survey method using questionnaires.

 Secondary data
It is the information that already exists for another purpose. This
refers to all those data which are collected for some earlier research work.
The secondary data for this work was obtained from company profile,
company magazine, websites, news papers, internet, text books, reports
and form company brochures and other promotional materials.
TOOLS FOR DATA COLLECTION

 Questionnaire
It is formulized instruments for asking information. The
survey is conducted by using structured questions that belongs to close
ended pattern and open ended pattern

 Sampling Design

A sample design is a definite plan for obtaining a sample


from the given population. It refers to the technique or procedure the researcher
would adopt in selecting item for the sample. Sampling design pay attention to
the following points like:-

o Type of universe
o Sampling unit
o Sampling size

Sampling unit

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