Brand Awar

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enessBRAND AWARNESS OF MAHINDRA XYLO IN AN AROUND SILIGURI FROM KHOKAN MOTORS

SUBMITTED ON PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS ADMINISTRATION PREPARED BY NAME: PRAMIT CHHETRI

ROLL NO: 75/BBA/067149 DATE: EXTERNAL GUIDE (ARCHANA DIAZ) SUBMITED TO 05-06-2010 INTERNAL GUIDE (SUVAMAY BHOWMICK)

INFORMATION TECHNOLOGY CENTRE UNIVERSITY OF NORTH BENGAL DARJEELING: 734013

DECLARATION

I do hereby declare that this project is submitted by me for partial fulfilment of the Bachelor of Business Administration, Information Technology Centre, North Bengal University. The project report is exclusively prepared by me and has not been submitted to any other Institution or published anywhere before.

DATE:-

SIGNATURE:-

I.T. CENTRE, N.B.U

ACKNOWLEDGEMENT

At the very outset, I would like to thank my family whom I owe a much. I am really grateful to Mrs Archana Diaz ,sales Manager of Khokan Motors for her guidance to undertake this project and enabling me to turn my dream to reality.

I express my deep sense of gratitude to my internal guide, Mr. Suvamay Bhowmick, lecturer Information Technology Centre, University of North Bengal for his help and advice during the preparation of this project.

Finally, I would like to thank all others who directly or indirectly help me to accomplish my project work..

DATE:-

SIGNATURE:-

I.T. CENTRE, N.B.U

PREFACE

Project work is something that every Management student should carry out seriously at any organization irrespective of their topic they choose to do. This is a part of complete management study and carrying out such a project work is required by the examination and evaluation Department of different Universities necessary for the partial fulfillment of B.B.A. course. Carrying and completing such a project work is not an easy task. One must be careful before gathering the data required otherwise the very essence of the project will get lost in the midway and the real and correct idea will remain unexposed before the reader. I took my project in Marketing on Brand awareness of Mahindra Xylo from Khokan Motors, Siliguri. I had tried to compile the clear picture regarding the level of brand awareness, measure to increase and retain the brand awareness, and the advertising and the promotional tools effective for enhancing the awareness level of the potential customers. The project has played a significant role in my life in gaining knowledge in marketing field.

I.T. CENTRE, N.B.U

CONTENTS

PAGE NO.

 INTRODUCTION
• Introduction • Introduction

Of The Project Of The Company

1-2 3-10 11-12 13 14-15 16 17-20 21-33 34 35 36 37 38-40



NEED FOR STUDY STATEMENT OF THE PROBLEM OBJECTIVES OF THE STUDY THEATRICAL FRAMEWORK SAMPLING/SOURCES/METHODOLOGY ANALYSIS CONCLUSION FINDINGS SUGGESTION AND RECOMMENDATION BIBLIOGRAPHY APPENDIX





















I.T. CENTRE, N.B.U

INTRODUCTION OF THE PROJECT

The project is undertaken to measure the brand awareness level of Mahindra Xylo in an around Siliguri, measuring the brand awareness level of a particular company’s brand is of vital importance since it indicates the number of people who are aware of a particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose. Brand awareness is the consumers’ ability to recognise or recall (identify) the brand within a given product category in sufficient detail to make a purchase decision. This also means that the consumers can propose, recommend, choose, or use the brand. The objectives of most advertising campaign are to create and maintain brand preference. The first step is to make potential consumers aware of a brands’ existence. One of the prominent goals of any business should be to build brand image and awareness of its product, albeit in as cost – effective manner as possible. Consumer tends to make purchasing...
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