A Study of Consumer Perception and Brand Awareness of Siemens Refrigerator

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Chapter One

1.Introduction

Today with technological advancement human race has achieved what few years back were impossible. Refrigerator, the thing that keeps specially food and drinks fresh has opened our door to keep life going in the industrial society without thinking of what will be our next day’s meal. When refrigerator was first introduced in Bangladesh, it was an expensive and fashionable item. It’s price has also gone down considerably and more people in the society can afford it. At present there are several marketers who are offering their product in the refrigerator market. Among them Samsung, General, Whirlpool, Kelvinator, Shacklock, Toshiba, sharp, Rangs, Butterfly, are most widely known brand. And Siemens is one of the leading electrical and electronics manufacturing company in the world with global presence. Siemens refrigerator is basically a European brand with an international image. In Bangladesh it is targeting the niche market for their home appliance products commencing their marketing strategy as of their high quality and expensive products. They do not do their marketing for the mass people, they do only for a particular group of people who has the ability to buy their product. Since the standard of living of people in our country is going up, everybody is aware about a brand of a product and wants to buy a qualitative product for a longer period of time. Thus, consumer perception and brand awareness for refrigerator is now become a vital aspect when purchasing a refrigerator.

Since the real life business situation is always very complex and competitive, every business has to face the intense competition and those who can successfully operate within this critical situation can become the blue cheap. To stay and increase the pace in the business track, the perception and brand awareness is very important.

Brand awareness is the number of consumers or potential consumers who have knowledge of identity a particular brand. Brand awareness developed due to various reasons – Long experience of product used by own, friends, neighbors, relatives, Availability of other consumer products of same brand in the market. Regular advertisement in the local and satellite TV and ads in the in the local newspaper. Sponsoring of sports/game especially cricket.

Perception is the process by which a consumers uses information to create a meaningful picture of the world by selecting, organizing, interpreting. Perception is important because people selectively perceive what they want and it affects how people see risks in a purchase.

Both perception and brand awareness are very important to take strategic decision for advertisement and marketing campaign. Because this gives an idea about the position of the competitors among the consumers. The quality of the product and services begin with the consumer’s needs and ends with the consumer’s perception. So the company who wants to be successful and to increase the market shares always has to be aware about consumer needs, wants and demands than any other things. And the consumer’s expectation, views and suggestions are the main directories for recovering the problems that they have. For this reason companies conduct marketing research and do some survey to know customers view, attitudes and awareness toward their product and to develop of their strategic decisions for advertising and campaigning.

1.1 Objectives of the study

1.1.2 General Objective

The objective of the study is to find out the perception and brand awareness of the consumer towards Siemens refrigerator in Bangladesh. The research is focused on the perspective of the consumer and their views towards refrigerator, what are their needs and wants.

Specific Objectives

Within the framework of the general objective of the study, the specific objectives are: To find out whether refrigerator of Siemens brand is popular among the consumers in the refrigerator market?...
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