1 - MBA (Engg. Operations) Student, 2 - Professor, Department of Management Studies, M.S. Ramaiah School of Advanced Studies, Bangalore 560 054 3 - Manager, Market Research, CavinKare Pvt. Ltd, Chennai
In today’s global market, brand awareness among consumers play a decisive role in the sales turnover of the company. Every company invest heavily in this aspect to catch the lion’s share of the market. CavinKare is one of such aspiring Fast Moving Consumer Goods companies in India, with turnover of 5000 million INR in 2006-2007. Although, CavinKare had done a lot of research on brand awareness of their hair care products, only a limited research has been reported for its new Chik and Chik Satin shampoo in Bangalore. In the present work, a study was carried out to estimate the current brand awareness and to suggest methods for improving the same. In this process, the socio economic stratum of women consumers was identified using socio economic classification grid during personal interview at individual households. The data was collected from the target audience of 18-35 years age at 30 different places in target population through questionnaire. Pareto analysis was used to know the quality problems of major attributes. Quality Function Deployment was deployed to relate the consumer voice and technical descriptors for quality improvements in the shampoo brand. The results revealed that, the major consumer expectations were quality, benefits offered and packaging of shampoo product. Based on the results obtained, measures were suggested to improve the brand awareness from 8% to 12.6% in target population. Suggestion towards improving sales by 45.39% on focusing the lagging quality attributes of shampoo has been made.
Key Words: Brand Equity, Brand Awareness, Consumer Behaviour, Quality Function Deployment Abbreviations FDI FMCG MNC P&G QFD Foreign Direct Investment Fast Moving Consumer Goods Multi-National Corporation Procter & Gamble Quality Function Deployment Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. And, at the root of these marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes consumers respond differently to the marketing of the brand. The study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets of the company .
To understand better the choice of brand from the consumers’ perspective it is important to have an idea of the consumers’ behaviour and their view of brands. There are four types of consumer behaviour: rational, unconscious, learned and social behaviour . The different behaviours are characterized by the order of the three steps: knowledge, attitude and action. Rational behaviour: If consumers have a rational behaviour, they start to get some knowledge about the product and what the market may offer. By evaluating the information they get an attitude towards the product and finally they act; either buying the product or not. Unconscious behaviour: When consumers have an unconscious behaviour they start with an attitude towards the product and the attitude comes from emotions and feelings. From the attitudes the consumers find information about the product and from that they get knowledge. At last they have the action, their choice. Learned behaviour: Reflexes settle the choice of product. When the consumers choose a product they do not plan their choice; they do it by habit. Social behaviour: When consumers have a social behaviour they choose the products depending on what social environment they live in. Their lifestyle, status and influence from others decide what product they...