The term trade name has become the cant of the 20th century. Manufacturers. seller and corporate think armored combat vehicle have left no rock unturned in coming up with the new and advanced trade name schemes that have non merely charmed clients but have led to paradigm displacement in the who procedure of branding. Gone are the yearss when a ‘brand’ was meant to give acknowledgment to a merchandise or at the most to a company. The twenty-first century has revolutionized the significance of the term trade name and has added a whole new array of dimensions to it like lifestyle stigmatization. Retro stigmatization. Employer branding. trade name gendering etc. Though the whole universe is now in the trade name bubble wrap it is the Gen Y that has really brought about the trade name revolution. The maxim “let the purchaser beware” has been replaced by “the client is king” to accommodate to the demands of the Gen Y. This paper attempts to analyze the degree of trade name consciousness that exists among Gen Y and the function of advertizement in making such consciousness. BRAND AWARENESS:
Brand consciousness refers to customers’ ability to remember and acknowledge the trade name under different conditions and associate it to the trade name name. logo. and jangles and so on to certain associations in memory. It consists of both trade name acknowledgment and trade name callback. It helps the clients to understand to which merchandise or service class the peculiar trade name belongs and what merchandises and services are sold under the trade name name. It besides ensures that clients know which of their demands are satisfied by the trade name through its merchandises ( Keller ) .
THE OBJECTIVES OF THE STUDY:
* To analyze if demographic variables have an influence on set uping a trade name trueness. * To quantify the degrees of client consciousness about trade names being. * To understand the function of advertizements in making trade name consciousness.
LIMITATIONS OF THE STUDY:
1. The clip allotted for the survey is merely 2 months. which is a really short period to carry on an thorough study. 2. The survey is clip based and the nature of the findings and suggestions may or may non be applicable for long period.
In conformity with the aims of the present survey. the relevant information was obtained from secondary every bit good as primary beginnings. The secondary information beginnings used for the present research include assorted diaries and magazines. The primary information was collected from 500 respondents. A well-structured questionnaire was prepared and distributed to college pupils and general populace in Chennai territory. The statistical techniques used for analysing the informations are per centum analysis. frequences. cross tabular matter. average etc.
REVIEW OF LITERATURE:
( Aaker. 1991 ) As already mentioned. an of import dimension of trade name equity is trade name consciousness. really frequently an undervalued constituent. Not merely that consciousness is about a requirement for a trade name to be included in the set ( the trade names that receive consideration for purchase ) . but it besides influences perceptual experiences and attitudes. and can be a driver for trade name trueness.
( Keller. 1998 ) Brand consciousness is indispensable in purchasing decision-making as it is of import that consumers recall the trade name in the context of a given specific merchandise class. consciousness increasing the chance that the trade name will be a member of the consideration set. Awareness besides affects determinations about trade names in the consideration set. even in the absence of any trade name associations in consumers’ heads. In low engagement determination scenes. a minimal degree of trade name consciousness may be sufficient for the pick to be concluding. Awareness can besides act upon consumer determination devising by impacting trade name associations that form the trade name image.
Uncle et. Al. ( 1995 ) analysed the ‘Patterns of Buyer Behaviour’ and linked together many empirical regularities in the purchaser behavior of consumers into a comprehensive theoretical account. called Dirichlet. Some of the well-established regularities are theoretically intervened and therefore this attack to patterning decidedly assists the selling analyst. The regularities concern a figure of trade name public presentation steps. including: The per centum of consumers purchasing a certain trade name in a month ; The figure of purchase per purchaser ; The per centum purchasing one time. twice etc. ; The per centum who are 100 % loyal and their rate of buying ; and the rate of class buying. and which other trade names are bought.
Analysis AND INTERPERTATION:
After the information has been collected. the following measure in the research procedure is data analysis. The intent of this analysis is to construe and pull decisions from the collected information. The research worker can utilize a assortment of techniques. such as simple frequence analysis ( per centums ) . descriptive sample statistics ( manner. average. mean. scope. and standard divergence ) or complex multivariate techniques. In the current survey. the natural information was captured in MS Excel and analysed by utilizing the statistical plan.
DEMOGRAPHIC PROFILE OF THE RESPONDENTS:
Demographic profile normally covers background factors of respondents. The survey covered three demographic factors of respondents of Chennai territories – Gender. Age. and Educational Qualification.
Table 1 shows the gender response rate of study. Female respondents are 58 % and Male respondents are 42 % . A examination of the age group shows that bulk of the respondents are immature. Internet Explorer. less than 25 old ages. The tabular array illustrates that 56 % of the respondents are less than 25 twelvemonth of age. followed by age group of 25-35yrs. In footings of Educational makings about 48 % of the respondents were Under Graduates. while 48 % are Post Graduates and Professional are 20 % .
From the above informations for two Wheelers sing the three major facets trade name consciousness. trade name trueness. trade name publicity. TVS Company has highest trade name consciousness and trade name trueness from the respondents and the publicity of Hero Honda is highest with 15 % taking about 50 % of the market. Suzuki has low trade name consciousness of 14 % and Yamaha publicity is really low at 2 % .
The above information reveals that Nokia is more popular than other trade names and it has highest trade name consciousness and trade name trueness of 46 % and 39 % severally. Samsung is really competitory to Nokia has trade name trueness and trade name awareness 22 % and 34 % but they have highest trade name publicity of 51 % . Apple has low consciousness of 2 % and Sony Ericsson has low publicity of merely 5 % .
As seen from the above informations it is really clear that Lakme is the most popular amongst all trade names and Lakme has the highest trade name consciousness of 74 % . trade name trueness of 41 % and publicity of 47 % . The Oriflame is the 2nd highest in trade name consciousness and trade name trueness. The Chamber has lowest trade name consciousness. trade name trueness and publicity.
As seen from the above information of athleticss places of taking trade name. The information shows that Adidas is the most popular amongst all the trade names with the highest trade name consciousness. trueness and publicity. Fillas has a low trade name publicity. consciousness and trueness.
The above informations for laptops of taking trade names shows that Dell has highest trade name consciousness and trade name trueness. Sony leads in trade name publicity. Dell has lowest trade name publicity and Samsung and Lenovo have somewhat higher trade name publicity of 12 % each. Brand consciousness and trade name trueness is low in instance of HP and Acer.