Brand awareness of bag company

“A STUDY ON THE BRAND AWARENESS WITH

REFERENCE TO UNIPLAS PRIVATE LIMITED”

SUMMER PROJECT REPORT

Submitted to the University of Madras

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

VIKNESH.T.R

(Register No.711300544)

Under the guidance of

Ms.HARINI

MEENAKSHI SUNDARARAJAN SCHOOL OF MANAGEMENT

(Formerly known as Indian Institute of Engineering Technology) CHENNAI – 600024

JULY 2014

DECLARATION

I, VIKNESH.T.R, hereby declare that this project report titled “A STUDY ON THE

BRAND AWARENESS REFERENCE WITH UNIPLAS PRIVATE LIMITED ”

submitted for the Master of Business Administration degree is my original work and the

project has not formed the basis for the award previously of any degree, diploma, scholarship,

fellowship or other similar title.

Place: Chennai Signature of student

Date:

BONAFIDE CERTIFICATE

This is to certify that the project titled “A STUDY ON THE BRAND

AWARENESS REFERENCE WITH UNIPLAS PRIVATE LIMITED ” is a bonafide

research work carried out independently by, Mr. VIKNESH.T.R, a student of MEENAKSHI

SUNDARARAJAN SCHOOL OF MANAGEMENT during 2 months in partial fulfillment of

the requirement for the award of the degree of Master of Business Administration and that the

project has not been the basis for the award of any degree, diploma scholarship, fellowship or

other similar titles.

Signature of the Signature of the

Director Internal Guide

ACKNOWLEDGEMENT

I am indebted to the powerful ALMIGHITY GOD for all the blessings he

showered on me and for being with me throughout the study.

I would like to place on record my sincere gratitude to my project guide

Ms.Harini Meenakshi Sundararajan School of management, for her kind cooperation and

guidance which enabled me to complete my project.

I wish to express my profound thanks to Mr.V.S.Vikram, Director Meenakshi

Sundararajan School of Management for giving me the opportunity and support for the

successful completion of the project.

I express my gratitude to Mr.Praveen.R – Company in-charge, UNIPLAS

PRIVATE LIMITED for having allowed me to do the project in their esteemed organization

and for his constant support.

I am beholden to my parents, friends, and all the respondents for their valuable

contribution that was the source of inspiration and strength for completion of this project

work.

Chapter I Content Page. No

1 Introduction 2

2 Objectives of study 8

3 Scope of study 10

4 Importance of study 12

5 Limitations of study 14

6 Research Methodology 16

Chapter II

1 Review of Literature 21

Chapter III

1 Company Profile 29

2 Product Profile 34

Chapter IV

1 Data Analysis and Interpretation 41

Chapter V

1 Findings 65

2 Suggestions 67

3 Conclusion 69

4 Bibliography 71

5 Annexure 73

LIST OF TABLES

S. No Contents Page no

1 Customers Age 42

2 Customers Gender 43

3 Customer’s Occupation 44

4 Customer’s Monthly Salary (Thousands) 45

5 Customer’s budget for buying bag 46

6 First company that comes to mind when customer’s think of Bags 47

7 Brands had customers heard 48

8 Type of bag customer’s wants to buy 49

9 Customer’s need for buying bag 50

10 Is customer’s or their friend/relatives were used branded bags 51

11 Is customer’s seen or heard advertisement’s of Branded Bags 52

12 Is customer’s seen or heard advertisement’s of Unibags 53

13 Is customer’s think Branded Bags are costly 54

14 Is customer’s think Unibags are costly 55

15 Customer’s satisfactory level towards branded bags 56

16 Customer’s satisfactory level towards Unibags 57

17 Price comparison of Unibags with other brands 58

18 Customers attributes associate with Unibags 59

19 Customer’s visiting of Style & Trendy bag showroom 60

20 Brands is focused in Style & Trendy 61

21 Is customer’s know Unibags is owned by Style & Trendy 62

22 Is customer’s recommend Unibags to a friend or associate 63

LIST OF CHARTS

S. No Contents Page no

1 Customers Age 42

2 Customers Gender 43

3 Customer’s Occupation 44

4 Customer’s Monthly Salary (Thousands) 45

5 Customer’s budget for buying bag 46

6 First company that comes to mind when customer’s think of Bags 47

7 Brands had customers heard 48

8 Type of bag customer’s wants to buy 49

9 Customer’s need for buying bag 50

10 Is customer’s or their friend/relatives were used branded bags 51

11 Is customer’s seen or heard advertisement’s of Branded Bags 52

12 Is customer’s seen or heard advertisement’s of Unibags 53

13 Is customer’s think Branded Bags are costly 54

14 Is customer’s think Unibags are costly 55

15 Customer’s satisfactory level towards branded bags 56

16 Customer’s satisfactory level towards Unibags 57

17 Price comparison of Unibags with other brands 58

18 Customers attributes associate with Unibags 59

19 Customer’s visiting of Style & Trendy bag showroom 60

20 Brands is focused in Style & Trendy 61

21 Is customer’s know Unibags is owned by Style & Trendy 62

22 Is customer’s recommend Unibags to a friend or associate 63

CHAPTER - I

INTRODUCTION

INTRODUCTION

Brand awareness is the extent to which a brand is recognized by potential customers,

and is correctly associated with a particular product. Expressed usually as a percent of the

target market, brand awareness is the primary goal of advertising in the early months or years

of a product’s introduction.

Brand awareness is related to the functions of brand identities in consumers’ memory

and can be reflected by how well the consumers can identify the brand under various

conditions. Brand awareness includes brand recognition and brand recall performance. Brand

recognition refers to the ability of the consumers to correctly differentiate the brand they

previously have been exposed to. This does not necessarily require that the consumers

identify the brand name. Instead, it often means that consumers can response to a certain

brand after viewing its visual packaging images. Brand recall refers to the ability of the

consumers to correctly generate and retrieve the brand in their memory.

A brand name that is well known to the great majority of households is also called a

household name.

Importance

"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called

the Hierarchy of Effects, an assumption that customers progress through sequential stages

from lack of awareness, through initial purchase of a product, to brand loyalty." In total, these

AAU metrics allow companies to track trends in customer knowledge and attitudes.

Although the hierarchy of effects is considered as a one-way linear relationship, these

three stages are not “clear-cut”. The causal link might be reversed. The usage could cause the

awareness while the attitudes can also influence the awareness. For example, one owned a

Dell wireless mouse and had excellent using experience. Such experience might determine

the one’s favourite brand attitude toward Dell.

Brand awareness plays a major role in a consumer’s buying decision-making process.

During this process, the category need is stimulated first.

For example, you need to do food shopping. You will only write down the food

categories, like chocolate, instead of brand names on your list. You will scan the packages of

chocolate on the shelf and recognize different brands. Such recognition might be based on the

knowledge of an acquaintance or friend having used the product in the past or constant

advertisement. In this situation, brand awareness does not require brand recall because brand

awareness may occur along with brand recognition. However, in other situations, brand recall

is required. For instance, you are in a hurry and want to grab a bite at a fast-food restaurant.

It is not possible for you to drive around and make a decision. You need to retrieve

different fast-food brands in your memory, choose one and go there directly. In this situation,

constant advertisement is important in consumers’ memory retrieval because the consumers

are willing to go to the first brand that can be recalled.

The eventual goal of most businesses is to make profits and increase sales. Businesses

intend to increase their consumer pool and encourage repeat purchases. Apple is a brilliant

example of how there is a very high recognition of the brand logo and high anticipation of a

new product being released by the company. An iPod is the first thing that pops into our

minds when we think of purchasing an mp3 player. IPod is used as a replaceable noun to

describe an mp3 player.

Finally, high brand awareness about a product suggests that the brand is easily

recognizable and accepted by the market in a way that the brand is differentiated from similar

products and other competitors. Brand building also helps in improving brand loyalty.

Measures of Brand Awareness

Aided Awareness - This type of awareness is generated in a consumer. When asked about a

product category, if the consumer is aided with a list of company names and he recognizes

the company from the given set it is categorized as aided awareness.

Spontaneous awareness - When asked about a product category, the consumers are asked to

list brands they know without any cues.

Top of the mind awareness - When the name of the company is automatically recollected

because the consumer very promptly associates the brand with the product category, it is

called a top of the mind awareness of the product. It’s the first brand name listed by the

consumers when asked to name brands they know without any cues.

Methodologies

Mokhira discussion in industry and practice about the meaning and value of various

brand awareness metrics.

Recently, an empirical study appeared to put this debate to rest by suggesting that all

awareness metrics were systematically related, simply reflecting their difficulty, in the same

way that certain questions are more difficult in academic exams.

Channels of Brand Awareness

There are many ways to generate brand awareness in the consumers. Listed below are four

such channels

Advertising is the activity or profession of producing information for promoting the sale of

commercial products or services. Advertising is used through various media to generate

brand awareness within consumers. They can be aired as radio ads, television commercials,

internet etc.

Guerrilla Marketing creative campaigns allow every small firm to compete with bigger

firms by carving out narrow but profitable niches. Nowadays, big firms also use guerrilla

marketing to catch consumers’ attention at low cost. These tactics include

(1) Extreme specialization,

(2) Aiming every effort at favourably impressing the customers,

(3) Providing service that goes beyond the customers' expectations,

(4) Fast response time,

(5) Quick turnaround of jobs, and

(6) Working hours that match the customer's requirements.

The term 'Guerrilla Marketing' is a registered trademark of author Jay Levinson who

popularized it through his several 'Guerrilla' books. It is an out of the ordinary way of

marketing a product. Low-cost channels can be utilised to generate a high level of interest in

the product and create brand awareness. Utilisation of personal contacts is the most popular

way of guerrilla marketing.

Product Placement is an advertising technique used by companies to subtly promote their

products through a non-traditional advertising technique, usually through appearances in film,

television, or other media.

A formal agreement between the product manufacturer and a media company can be

generated through which the media company also receives an economic benefit, usually in

the form of a fee. The media company in return will showcase the product through any of the

various means they have available to make the brand stand out. Some people, however,

consider product placement to be deceptive and unethical.

For example, Coca-Cola could pay a given fee to have the title character drinking a

Coke, instead of a Pepsi beverage, or Toyota might pay to have one of the characters drive

their newest automobile. Through product placement, companies hope that moviegoers will

take note of the products used by the characters, and therefore think more strongly about

using the products themselves. Social Media is the most contemporary and cost-effective way

of creating a brand awareness with an online audience. Many companies use social media

like Facebook, YouTube, blogs etc.

Challenges

Maintaining Brand Awareness is a very important aspect in marketing a company. It

is imperative and very helpful to analyze the response your audience has towards the change

in packaging, advertising, products and messages sent across through various means.

Working towards creating an image in the minds of the consumers is not the last thing a

company should aim to do. Inviting consumer feedback and maintaining a co nstant presence

in the market is equally essential.

Availability of the product to the consumer is one such way of doing this. The

consumer should not have to come looking for you when he is in need of making a second

purchase of the product, dealerships and outlets at convenient places should make the

consumer think of the brand as the most convenient and best solution to their needs of

fulfilments.

While brand awareness scores tend to be quite stable at aggregate level, individual

consumers show considerable propensity to change their responses to aided recall based

brand awareness measures. For unaided recall based brand awareness measures, consumers’

brand awareness remains relatively stable. For top of mind recall measures, consumers give

the same answer in two interviews typically only 50% the time. Similar low levels of

consistency in response have been recorded for other cues to elicit brand name responses.

OBJECTIVE

OF

THE STUDY

OBJECTIVES OF THE STUDY

Primary Objective

To measure the brand awareness with reference to Uni Bags

Secondary Objectives

The following are considered to be the secondary objectives of this research study

To analyse the consumer preference with respect to use of the product

To find out the customer satisfaction on the quality of the products

To find out the adorability of customers in the market

To find out and build consumers awareness

SCOPE OF

THE STUDY

SCOPE OF THE STUDY

The scope of the study also extends to know the strength and weakness, opportunities

and the threats of the company is also been analysed

To find how far people are aware and attracted towards the brand name of particular

product.

The satisfaction level of the customers in different ways towards the branded

products, can be studied through this project.

To find the relationship between the quality of the product and its brand name.

To identify the brand awareness of the products which are produced by the firm

This study helps to know the various quality measures that are followed in branding

the products

This study is helpful to the organisation for conducting further research

This study helps the organisation to know their drawback and to overcome in

specified areas

IMPORTANCE

OF THE STUDY

IMPORTANCE OF THE STUDY

It helpful for to know about study and growth of the company

It helpful to build up the brand and its awareness

It helpful to differentiate this brand from other brands

It helpful to consumers in buying decision.

It study about brand loyalty of consumers

It helpful to pulling customers rather than pushing them

It helpful to develop advertising strategy of the firm

It study about conveying strong messages and market share of the firm

It study about awareness, attitude and usage products in market

It help to increase consumer pool and encourage repeat purchases

LIMITATIONS

OF THE STUDY

LIMITATIONS OF THE STUDY

The study was carried out in short span of time, where the researcher could not widen

the study and get more valuable details

Because of the official secrecy some data were not made available for the study by the

company

Busy scheduled of the staff in an organisation prevented them from giving more

details for this study

The study was conducted under of assumption that the information given by the

respondents is authentic

The respondents were reluctant to answer due to their busy schedule

Many respondents might be biased with their responses

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is a systematic and scientific way to solve research problems.

So it is a systematic plan for conducting research starting form problem to final report.

Researcher has to design his research methodology. The dictionary meaning of research is the

careful investigation of inquiry especially through search for new facts in any branch of

knowledge.

Meaning of research

According to Clifford woody research comprise defining and redefining problems,

formulating hypothesis or suggested solutions; collections, organizing and evaluating data;

making deductions and reaching conclusions to determine whether they fit formulating

hypothesis.

Types of research:

The basic types of research are as follows

Descriptive Vs. Analytical

Applied Vs. Fundamental

Quantitative Vs. Qualitative

Conceptual Vs. Empirical

Descriptive vs. Analytical:

Descriptive research includes surveys and fact- finding enquiries of different

kinds. The research has to use facts or information already available, and analyse

these to make a critical of the material

Applied vs. Fundamental:

Applied research aims at findings a solution for an immediate problem facing

a society or an industry/business organizations whereas fundamental and with the

formulation of fundamental research

Quantitative vs. Qualitative:

Qualitative research is concerned with qualitative phenomenon involving

quality of kind. Quantitative research is based on the measurement of quantity

Conceptual vs. Empirical:

Conceptual research is that related to some abstract idea or theory. It is

generally used by philosophers and thickness to develop new concepts or to

reinterpret existing ones. On the other hand, without due regard for system and theory,

it is data based research, coming up with conclusions which are capable of being by

observation or experiment.

RESEARCH DESIGN

Research type:

The type of research used is descriptive research.

Area of study:

The study is conducted at “UNI BAGS PVT.LTD” in Chennai.

DATA COLLECTION METHOD

The method of collecting data by questionnaires from respondents is called data

collection method. Source of data include both primary and secondary data. They are given

below

Primary data

Secondary data

Primary data

In this research primary data was collected by the method of survey by using a well-

defined structured questionnaire.

Secondary data:

Secondary data were obtained from the company’s manuals reference books,

magazines and websites.

RESEARCH INSTRUMENTS:

Structured Questionnaire

SAMPLING DESIGN:

The sample design is a definite plan for obtaining a sample from a given population. It

refers to the procedure adopted by a researcher for selecting items for a sample. The selected

respondents constitute what is technically called a “sample” and the selection process is

called “sampling technique”.

The size of sample should neither be excessively large, nor too small. It should be

optimum and so the study has been undergone within the sample size of 50 respondents.

Sampling types:

The sample may be probability or non-probability sampling. Probability sampling is

based on the concept of random selection, whereas non-probability sampling is non-random

sampling.

Sample designs are basically two types

o Probability sampling

o Non-probability sampling

Probability sampling:

Under this sampling design every item of the universe has an equal chance of

inclusion in the sampling.

Non-probability sampling:

Non-probability sampling is that sampling procedure which does not afford any basis

for estimating the probability that each item in the population has of being included in the

sample.

Sampling method:

For this study researcher used convenience sampling method.

Sample size

50 respondents

CHAPTER - II

REVIEW OF

LITERATURE

REVIEW OF LITERATURE

Hanna Bornmark, Kristianstad University

According to theory, consumer chooses a brand they recognize, before an unfamiliar

brand. If the consumer does not choose according to theories, what are the factors that have a

greater effect on the buying behaviour?

There is not much research about the effect of brand awareness on brand choice, which is

why this subject was investigated. One of the purpose of this dissertation was to do a research

about brand awareness, to see to what extent it matters when purchasing the first time in an

unfamiliar environment. One of the objectives was to determine if there were any differences

in buying behaviour between the chosen cultures. The research group was limited to the

students from China, India and Iran at Kristianad University. Due to the low number of

participants from India, we had to exclude them from our analysis.

The research questions were important since they structured the problem that was to be

answered and made it easier to limit the scope of the dissertation. The questionnaire that was

handed out reflected our research questions. This made it possible to observe which product

the students recognized most and which product recognized the least.

The conclusion of the dissertation was that all investigated factors had some importance

for choice of brand, while quality had a greater effect on brand choice than brand awareness.

Further, there was no difference in buying behaviour between the cultures. Finally, it was not

possible to state any difference in buying behaviour the first time compared to today.

Ingrid Staisch, University of Stellenbosch

The purpose of this introductory chapter is to introduce the reader to brands, as well as

the widely researched field of consumer behaviour. The primary field of research with which

this study is concerned is ‘Branding’. However, the author felt it also necessary to introduce

the reader to some of the theories on consumer behaviour due to the fact that there are many

similarities between these closely related fields of research and that many concepts and

theories in consumer behaviour are used throughout this research report.

Stephenn Webb

Brand awareness and perception is important when trying to market a product or service

into a new or already established market. This study’s focal point rests on the ultimate

questions:”How does brand awareness and perception affects consumer purchasing?”. The

process involves a comprehensive understanding of the most current literature on marketing

and marketing theories, as well as a thorough review of three company rebranding case

studies and a comparison between them all, and an in-depth look at the design elements and

features of branding and the branding process. Additionally, interviews were undertaken, as

well as compiling survey data pertaining to each of four predetermined objective to back up

the researched literature. This research determines that brand design as a significant impact

on consumer purchasing.

Marton and Booth, 1997

People have earlier experience of a certain situation and are aware of that. They are

also aware of who they are, the background to the circumstances, where being located as well

as the emotions to the place, what time of year it is and what day it is, and also what to do the

rest of the day. Even though, there is awareness is reshaping its structure constantly, and what

we call awareness ence. So it is possible to do one thing while still be aware of many other

things.

Brand awareness is the capacity of consumers to recognise or remember a brand, and

there is a linkage between the brand and the product class, but the link does not have to be

strong. Brand awareness is a process from where the brand is just known to a level when the

consumers have put the brand on a higher rank, brand become ‘top of mind’

Anchor to which other associations can be attached is when a new product has to

work to win recognition, because there are few purchase decisions that can be done without

knowledge about the product. Moreover, without attained recognition it is difficult to learn

about the character and advantages of the new merchandise.

With product identification it is easy to create a new relationship to the item. The

explanation of familiarity/linking is that people like familiarity, and knowledge make the

product and brand more well-known and familiar. This contains most of all low-involvement

products like sugar, salt, paper towels, when the knowledge about the brand often makes the

buying decision. The positive association between the number of experience and linking has

been shown in studies.

The incentives to this relationship are for example non-figurative pictures, names and

jingles. Substance/commitment can be seen in name awareness which means existence,

promise and matter; things that are important for the buyer. The consumers do not have to

know a lot about the company, but as long as the buyers have positive brand awareness they

will buy the product. In some cases, the brand awareness and understanding can depend on a

buying situation and do all the effort for consumers in a buying process. The level of brands

to consider is the first level to reach. When buying merchandise is to choose a collection of

trade names

Aaker, 1991

Brand awareness is much about communication. This is how Aaker explains the

awareness and recall of a name: file folder in the mind which can be filled with name-related

facts and feelings. Without such a file readily accessible in memory, the facts and Brand

awareness is dependent upon both the situation and the level of achieved awareness.

1. Brand recognition: This level is the first stage of brand awareness. It is when the

consumers can recognise a specific brand among others; explained as a situation where a set

of given brand names from a given product class is shown. The task is then to identify the

recognised names. Brand recognition is major when consumers face the buying procedure.

2. Brand recall: This is upon the consumers to name the trademark in a there are not

given any examples of specific brands. The role of brand recall can also be vital for regular ly

purchased products like coffee, detergent, and headache remedies, for which brand decisions

usually are made prior going to the store. Further on, in some categories (such as cereal) there

are so many recognised alternatives that the shopper is overwhelmed.

3. Top of mind: consumers think of within a given product class .Brand awareness is

important since a lot of the consumers feel that if the brand is well known it has good quality.

Most important is not that the brand is well known, it is what it is known for (Melin, 1999).

Further, awareness is a very important brand advantage, but it cannot sell the product,

especially not if the product is new.

In the literature there are many facts that show that brand awareness affects consumer

choice and thereby their choice of brand. Lin and Chang (2003) found by their research that

brand awareness had the strongest effect on purchase decision on habitual behaviour of low

involvement products. They also wrote that Hoyer and Brown (1990) examined the role

played by brand awareness in consumer decision making process and found that it was a

dominant factor. Likewise shows that brand name, in other words recognition of a brand, has

an impact on consumer’s choice

Achieving Brand Awareness

Recognition and recall in attaining awareness, engage two responsibilities: to increase

the brand name identity as well as linking the characteristics to the item. This is in particular

vital when the product is new (Aaker, 1991). Aaker (1991) has set up the following factors

concerning how to achieve brand awareness:

Be different, memorable: Today, many products seem alike and the communication in the

product clusters is related. Therefore, it is important to differentiate the product, although, the

bond between the product class and the brand has to exist for easier recognition.

Involve a slogan or jingle: There can be a stronger linkage between a slogan and a brand

because it involves a visual feature of the brand. By this, the jingle or slogan is powe rful and

can make a big change.

Symbol exposure: It is important to have a known symbol, because it is easy to memorize and

recall a visual illustration. A logo, either an already existing one or a developed one, which is

connected to the brand, can take a huge part in forming and keeping awareness.

Publicity: Advertising is a proficient way to get publicity and make awareness, since it can be

customized to the communication and the addressees.

Event sponsorship: The primary role of most event sponsorship is to create or maintain

awareness.

Consider brand extensions: To show the name or the logo on the products, and make the

name more prominent, is one way to increase brand recall.

Examples of names that can be found, promoted, shown and publicized on other products,

than the key product, are Coca-Cola, Heinz and Sunkist.

Using cues: The package is one of the most important cues to a brand, since that is what the

purchaser sees when buying the product. If not knowing the brand or the product, the only

contact to the brand is the package.

Recall requires repetition: It is easier to build up recognition than to build up recall of a

brand. It can be compared to the fact that one can recognise a face of a person but do not

recall the name. Therefore the link between the brand and the product class needs to be

stronger and the brand needs to be more prominent than in the recognition of the brand. To

receive a top of mind recall is even harder.

The recall bonus: To keep a top position through regular publicity creates brand awareness as

well as a strong brand which in turn leads to decreasing recall of competitive brands.

To achieve brand awareness, it is important to have a special hallmark because it is

the hallmark that consumers recognise. It is easy to mix up consumer brand and corporate

brand with hallmarks. A hallmark makes it possible to identify a brand. A hallmark is not the

same as a symbol because it is much wider. A brand can have several hallmarks. They are

usually divided into six groups:

1. Word brand

2. Design

3. Sound

4. Scent

5. Pattern

6. Colour

Keller (2003)

Measuring Brand Awareness as mentioned above, Keller (2003) claims that brand

awareness consists of recognition and recall and that brand awareness in its turn is a part of

brand knowledge. To measure brand awareness effectively it is important to know where

most of the consumer decisions are made.

If many decisions are made at the point of the purchase, where the brand, logo,

packaging etc. are visible, brand recognition measures will be important. If consumer

decisions mostly are made away from the point of purchase the brand recall measures become

more important. The most basic procedure of recognition is to ask the consumer which one of

several listed items they have previously seen or heard of. There are different measures of

brand recall depending on the types of signals given to the consumers: unaided recall and

aided recall, which are described above. It is very important to be aware of spurious

awareness in measuring brand awareness. It means that consumers may erroneously claim

that they recall something that they really do not and even claim that they recall something

that do not exist (Keller, 2003).

CHAPTER - III

COMPANY

PROFILE

COMPANY PROFILE

UNIPLAS Bags established in the year 1996, Uniplas has emerged as a dynamic and

vibrant organization promoted by young entrepreneurs. It has earned a reputation of

manufacturing and exporting an assortment of finest quality bags for their clients spread

across continents.

Certified by ISO 9001:2000 “Uniplas “ as a prominent manufacturer and exporter of

First Aid Bags, Multipurpose Bags, Multi Pouch Bags, Waist Bags, Backpack Bags, Luggage

Bags, School Bags, Compact Bags, Padded Bags, Key Chains, Vinyl Boxes. All the garments

are widely appreciated for their high fashion appeal and fine quality fabrics.

Warehousing facilities equipped with experts who scrutinize the finished products to

ensure that dispatch only flawless and defect free bags from thier premises. They also have an

extensive logistics and distribution network to ensure safe, smooth and prompt delivery of

their products to customers. They can match the industry standard and demands and provide

their customers with top quality range of products. For this they have trained quality auditors

who rigorously check their products in their manufacturing unit.

Their mentor Mr. S. Sudheer has been the torchbearer of the team members, with his

rich experience and sharp business acumen has enabled them to establish a remarkable status

in both national as well as in the international market.

In the year of 2012, they established their own brand UNIBAGS. Initially

experimented it in their own outlet Style & Trendy, Chennai, which is established in 2009

Nature of Business

Manufacturer, Exporter and Suppliers of First Aid Bags, Multipurpose Bags, Multi

Pouch Bags, Waist Bags, Backpack Bags, Luggage Bags, School Bags, Compact Bags,

Padded Bags, Key Chains, Vinyl Boxes.

Key Customers

LIV Medica Products, Tamil Nadu

General Motors, Tamil Nadu

TVS Motors Limited, Tamil Nadu

Hyundai Motors India Limited, Tamil Nadu

Products

They offering an unsurpassed gamut of products has earned us a reputation of exclusive

manufacturers of bags. Clients from all across the globe have appreciated thier products.

Manufactured from high quality nylon, polyester and other fabrics, their bags have been quite

popular due to the following salient features

Appealing designs

Durability

Superior finish

Water resistant

Quality Velcro used for fastening purpose

High utility purpose

Their range of products is identified for their stylishness and excellence. Furthermore, the

above features are responsible for the soaring demand of their products in the market.

Customization

Customization has always been their specialty. They have always valued the suggestions

of their clients and have made sure that all their products are manufactured in compliance to

their customer’s requirement. They provide customized solution on the parameters of:

Size

Shape

Design

Variety

Colour

To be a complete client satisfying organization, our staff has always ensured that the

needs of our customers are well understood and taken care of. We also provide our clients the

option of incorporating their labels on the products. Our team of professionals manufactures

our products as specified by our clients and offer them at highly competitive prices.

Team

Organization is well supported by an excellent team of designers, technicians, quality

analysts, marketing executives and other professionals who with their proficiency have

helped them to deliver their clients with a superior, exclusive and versatile range of bags.

They keep a track of the contemporary fashion and incorporate the same in the production

and marketing of their products.

It is due to the hard-work, dedication and efforts of their workforce, that they have

achieved a reputation of a worldwide manufacturer and exporter of bags.

Clientele

As an established manufacturer and exporter of bags, they have expanded their network in

challenging markets, across different countries that include the following names

Sweden

Norway

Island

Denmark

Malaysia

USA

Canada

Moreover they have also catered to various reputed organizations, some of which

includes the American Red Cross, St Johns Ambulance - Canada and others.

Why UNIPLAS?

They are the top most choice of their customers for the following beneficial factors

Trendy designs

Cater to the client's desirable tastes

Stringent quality control measures

Prompt delivery of products

Capable to meet bulk demand within stipulated time frame

Competitive prices

PRODUCT

PROFILE

PRODUCT PROFILE

First Aid Bags

First Aid Kit Bags

First Aid Kit Bags allow their customers to be prepared to meet any

kind of urgencies in any kind of environment. These First aid kit

bags are furnished with 5cf nylon zip, two sliders and several

pockets, so that customers can suitably carry necessary and

immediate medical supplies such as medication canister, bandages

and many more items, equipped to cure a basic injury. They offer a

wide option to choose from such as 420d (custom print) and 600d

(embroidery) nylon, piping and webbing being an option.

Vinyl Boxes

They offer a variety of Vinyl Boxes featuring clear top and bottom. It is manufactured from high quality raw material to assure

durability and reliability. These vinyl boxes have a wide application area and are available at market leading prices. These vinyl boxes are designed to facilitate the packaging facility of various kind of

products right from delicate to tough items. These vinyl boxes can be available in different shapes and sizes as per the client

specification.

Waist Side Bag

These waist and wrist side bags are extensively used while travelling

for carrying important yet petite items. The waist side bags contain a sleeve and 5cm gusset for additional storage space; the lid has a zip to open from one side and is also aided with a sling handle / waist belt for

convenience. The size, design and material can be customized. The customers can avail the bags in 70D and 600D nylon, 5cf nylon with the

option of embroidery and custom print.

Waist Colour Bag

They are one of the leading manufacturers and suppliers of Waist

Colour Bags. These bags are manufactured using high grade raw material that is procured from the reliable vendors of the market. Moreover, the Waist Colour bags offered by them are designed in

accordance with the latest market trends. Their customers can avail these waist colour bags in various attractive colours as per their choice

and preference.

Office & Executive Bags

Leather Office Executive Bag

They have gained expertise in providing their clients with Leather

Executive Bags that are available in various sizes, designs, colour and patterns. All our bags are designed and manufactured using

high grade raw material and latest technology to ensure that these meet international quality norms & standards. In addition to this,

their team of expert quality controllers stringently check all the products on various parameters to ensure flawlessness.

Executive Leather Bag

Backed by their efficient workforce, they are capable of providing

our clients with Executive Leather Bags. All their bags are widely appreciated by the customers due to their longer functional life, wear & tear resistance, lightweight, easy carrying and elegant

designs. Apart from this, we provide all our bags in various sizes, shapes, designs and patterns at most competitive prices to fulfil

the demands of customers. They also have capability to customize all their bags as per the demands and requirements of their customers.

Shoulder Side Bag

They are one of the prominent manufacturers and suppliers of wide array of Shoulder Side Bags. These shoulder side bags are manufactured using superior quality raw material, which id

sourced from the authentic vendors of the market. In addition to this, their entire range is tested on various parameters to ensure its

adherence with international quality standards and norms.

Laptop Bag

Laptop Bags that are widely appreciated by the customers due to

their longer functional life, elegant designs, sophisticated look and lightweight. All their bags are designed in such a way that assures longer service life of these bags. Apart from this, their expert quality

controllers stringently test all finished products on various parameters to ensure that these are in compliance with international

quality norms & standards.

College & School Bags

Backpack Bags

Backpack Bags is the hottest selling product, specially designed with strong shoulder straps to reduce the strain from the shoulders, back and

neck of the user. These backpack bags are made of highly durable material easy to wash and maintain. It serves a high utility purpose and is

hence the most popular range amongst the lot. Available in different sizes, shapes and designs, moreover, it affordable rates for their esteemed customers.

Stylish College Bag

They are a coveted manufacturers and suppliers of Stylish College

Bag. These bags are manufactured in accordance with the exact requirement of the customers. Offered in bright colours and

contemporary designs, these Stylish college bags are manufactured as per the latest market trends. The Stylish college bags offered by them

are appreciated and demanded by the customers for their following features:

Durability

Reliability Trendy styles

College Side Bag

They are engaged in manufacturing and supplying a superior quality

range of College Side Bag. These college side bags are especially designed keeping in mind the requirement of the college going

students. Known for their contemporary designs, these college side bags are enough spacious to keep all the important belonging at a single place. The college side bags offered by them are appreciated for

their features like: Flawless finishing

Attractive designs Vibrant colours

Trolley School Bags

They offer an exclusive collection of Trolley School Bags manufactured of 70D nylon, with exciting colour combination and

designs appealing to the eyes of a child. These Trolley school bags are available in various sizes and dimensions suiting the different age

groups. It is spacious and has numerous zippers to carry all necessary gears. It trolley school bag is also provided with open pockets to accommodate the water bottles. The trolley school bags are provided

with adjustable shoulder straps for the convenience of the child.

Travelling Bags

Trolley Bags

The exclusive range of high quality Trolley Bags extensively meets the needs of holiday and executive travellers. Offering convenient

features of storage and portability, these luggage bags are ideal for the purpose of commuting. The luggage bags have a vast capacity to

comfortably store all necessary items and are made of quality raw materials that add to the look and toughness. Some of the features that contribute to its growing demand include durability, water

resistant, push-button handle and additional packing space. Available in different sizes, types, materials and are designed in a manner to

suit the customer specification.

Luggage Bag

Owing to their expertise in this domain, they are engaged in manufacturing and supplying Luggage Bags. These travelling luggage

bags are designed good quality raw material, which is obtained from the trusted vendors of the market. The travelling bags offered by them are available in various sizes and colours to meet the diverse

requirement of the customers. Their range is known and demanded for features like:

Longer life Durability

Water resistance

Travel Wheel Bag

They are into manufacturing and supplying a quality range of Travel

Wheel Bags. These travel wheel bags are manufactured in accordance with industry quality standards using superior quality raw material,

which is obtained from the reliable vendors. The travel wheel bags offered by them are available in various sizes, charming colours,

patterns and designs to suit the variegated demands of the customers. High Utility Attractive

Less maintenance.

Other bags

Laptop Cover

Their customers can avail from them superior quality range of Laptop

Cover Bag and Leather Laptop Covers. Manufactured using premium quality raw material, these covers are known for their extremely stylish patterns. These Leather Laptop covers are offered in various sizes to

meet the requirement of the customers. Following are the various features of the covers for which these are being are demanded by the

customers Extremely stylish patterns Unique designs

High aesthetic appeal

Compact Bags

They offer an exclusive collection of Compact Bags manufactured of 70D nylon, with exciting colour combination and designs appealing to

the eyes. These bags are available in various sizes and dimensions suiting the different age groups. It is spacious and has numerous zippers

to carry all necessary gear s.

Multi Pouch Bags

As the name suggests, this range of Multi Pouch Bags has 6 pockets and

ample space to accommodate a complete kit.

Padded Bags

Their variety of Padded Bags is specially designed with additional

compartments and durable quality raw material to provide added

protection and security for the items such as popup, banners and lights.

CHAPTER - IV

DATA ANALYSIS

&

INTERPRETATION

Table: 1

Customers Age

Finding No of Respondents Percentage

Below 25 33 66%

25-35 6 12%

35-45 4 8%

45-60 5 10%

Above 60 2 4%

Total 50 100%

Chart: 1

Customers Age

Inference

From the above table it observed that 66% of the respondents are below 25 12% of the

respondents are 25-35 8% of the respondents are 35-45 10% of the respondents are 45-60 and

4% of the respondents are above 60 years.

Below 25 25-35 35-45 45-60 Above 60

66%

12%

8%10%

4%

Table: 2

Customers Gender


Male 29 58%

Female 21 42%

Total 50 100%

Chart: 2

Customers Gender

Inference

From the above table it observed that 58% of the respondents are Male customers and 42%

of the respondents are Female customers

58%

42%

Male Female

Table: 3

Customer’s Occupation


Employee 7 14%

Business 3 6%

House Maker 4 8%

Self – employer 6 12%

Students 28 56%

Others 2 4%

Total 50 100%

Chart: 3

Customer’s Occupation

Inference

From the above table it observed that 14% of the respondents are employee’s 6% of

the respondents are doing business 8% of the respondents are home maker 12% of the

respondents are self employed 56% of the respondents are students and 4% respondents are

doing other occupation

Employee

Business

House Maker

Self – employer

Students

Others

14%

6%

8%

12%

56%

4%

Table: 4

Customer’s Monthly Salary (Thousands)


5-10 4 8%

10-15 11 22%

15-25 9 18%

25-40 18 38%

Above 40 8 16%

Total 50 100%

Chart: 4

Customer’s Monthly Salary (Thousands)

Inference

From the above table it observed that 8% of the respondent’s are said Rs.5000 to

10,000

22% of the respondent’s are said Rs.10,000 to 15,000 18% of the respondents said are

Rs.15,000 to 20,000 38% of the respondents are said Rs.25,000 to 40,000 and 16% of the

respondents are said gain above Rs.40,000 per month

8%

22%

18%

38%

16%

05-10. 10-15. 15-25 25-40 Above 40

Table: 5

Customer’s budget for buying bag


Below 500 5 10%

500 – 1000 21 42%

1000 – 1500 11 22%

1500 – 2000 6 12%

Above 2000 7 14%

Total 50 100%

Chart: 5

Customer’s budget for buying bag

Inference

From the above table it observed that 10% of the respondents are said below Rs.500

42% of the respondents are said Rs.500 to 1,000 22% of the respondents are said Rs.1,000 to

1,500 12% of the respondents said Rs.1,500 to 2,000 and 14% of the respondents are said

Rs.2,000 and above budget for buying bag

Below 500 500 – 1000 1000 – 1500 1500 – 2000 Above 2000

10%

42%

22%

12%14%

Table: 6

First company that comes to mind when customer’s think of Bags


Fastrack 15 30%

American Tourister 18 36%

Wild craft 7 14%

Witco 1 2%

Adidas 2 4%

Liviya 1 2%

Reebok 3 6%

Nike 2 4%

Puma 1 2%

Total 50 100%

Chart: 6

First company that comes to mind when customer’s think of Bags

Inference

From the above table it observed that 30%of the respondents said Fastrack 36% of the

respondents said American Tourister 14% of the respondents said Wild craft 2% of the

respondents said Witco 4% of the respondents said Adidas 2% of the respondents said Liviya

6% of the respondents said Reebok 4% of the respondents said Nike and 2% of the

respondents said Puma the first brand comes to their mind while thinking about bag

Fastrack American

TouristerWild craft Witco Adidas Liviya Reebok Nike Puma

30%

36%

14%

2% 4% 2%6% 4% 2%

Table: 7

Brands had customers heard


Fastrack 48/50 98%

American Tourister 46/50 92%

Spank 12/50 24%

Unibags 03/50 6%

Season 21/50 42%

Chart: 7

Brands had customers heard

Inference

From the above table it observed that 98% of the respondents said Fastrack 92% of

the respondents said American Tourister 24% of the respondents said Spank 6% of the

respondents said Unibags and 42% of the respondents said Season are heard about those

brands

Fastrack American

TouristerSpank Unibags Season

98%92%

24%

6%

42%

Table: 8

Type of bag customer’s wants to buy


Lunch Bag/Hand Bag 5 10%

Travel bag 7 14%

School bag/Back bag 31 62%

Trolleys 5 10%

Others 2 4%

Total 50 100%

Chart: 8

Type of bag customer’s wants to buy

Inference

From the above table it observed that 10% of the respondents said Lunch & Hand bag

14% of the respondents said Travel bag 62% of the respondents said School/Back bag 10% of

the respondents said Trolleys and 4% of the respondents said other’s to buy in the showroom

10%

14%

62%

10%

4%

Lunch Bag/Hand Bag

Travel bag

School bag/Back bag

Trolleys

Others

Table: 9

Customer’s need for buying bag


For Travelling 12 24%

For School or College 28 56%

General use 3 6%

Office use 6 12%

Others 1 2%

Total 50 100%

Chart: 9

Customer’s need for buying bag

Inference

From the above table it observed that 24% of the respondents said for travelling 56%

of the respondents said for school and college 6% of the respondents said for general use 12%

of the respondents said for office use and 2% of the respondents said for other need for

buying bag’s

For Travelling For School or

College

General use Office use Others

24%

56%

6%

12%

2%

Table: 10

Is customer’s or their friend/relatives were used branded bags


Yes 45 90%

No 5 10%

Total 50 100%

Chart: 10

Is customer’s or their friend/relatives were used branded bags

Inference

From the above table it observed that 90% of the respondents said Yes and 10% of the

respondents said No for their friends or relative or them self were used branded bag’s

90%

10%

Yes No

Table: 11

Is customer’s seen or heard advertisement’s of Branded Bags


Yes 48 96%

No 2 4%

Total 50 100%

Chart: 11

Is customer’s seen or heard advertisement’s of Branded Bags

Inference


respondents said No for saw or heard advertisements of branded bag’s

96% 4%

Yes No

Table: 12

Is customer’s seen or heard advertisement’s of Unibags


Yes 3 6%

No 47 94%

Total 50 100%

Chart: 12

Is customer’s seen or heard advertisement’s of Unibags

Inference


respondents said No for saw or heard advertisements of Unibags

6%

94%

Yes No

Table: 13

Is customer’s think Branded Bags are costly


Yes 47 94%

No 3 6%

Total 50 100%

Chart: 13

Is customer’s think Branded Bags are costly

Inference


respondents said No for branded bags are expensive or costly

94%

6%

Yes No

Table: 14

Is customer’s think Unibags are costly


Yes 19 38%

No 31 62%

Total 50 100%

Chart: 14

Is customer’s think Unibags are costly

Inference


respondents said No for Unibags are expensive or costly

38%

62%

Yes No

Table: 15

Customer’s satisfactory level towards branded bags


Highly Satisfied 18 40%

Satisfied 23 51%

Neutral 3 6.7%

Dissatisfied 1 2.3%

Highly dissatisfied Nil Nil

Total 45 100%

Chart: 15

Customer’s satisfactory level towards branded bags

Inference

From the above table it observed that 40% of the respondents Strongly Satisfied 51%

of the respondents Satisfied 6.7% of the respondents Neutralised 2.3% of the respondents

Dissatisfied and None of the respondents Strongly dissatisfied with branded bags

Highly Satisfied Satisfied Neutral Dissatisfied Highly

dissatisfied

40%

51%

6.70%

2.30%

Table: 16

Customer’s satisfactory level towards Unibags


Highly Satisfied 3 6.7%

Satisfied 21 46%

Neutral 14 32%

Dissatisfied 6 13%

Highly dissatisfied 1 2.3%

Total 45 100%

Chart: 16

Customer’s satisfactory level towards Unibags

Inference

From the above table it observed that 6.7% of the respondents Strongly Satisfied 46%

of the respondents Satisfied 32% of the respondents Neutralised 13% of the respondents

Dissatisfied and 2.3% of the respondents strongly dissatisfied with Unibags

6.70%

46%

32%

13%

2.30%

Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

Table: 17

Price comparison of Unibags with other brands


Very high 2 4.5%

High 5 11%

Same 7 15.5%

Low 21 46%

Very low 10 23%

Total 45 100%

Chart: 17

Price comparison of Unibags with other brands

Inference

From the above table it observed that 4.5% of the respondents said Very high 11% of

the respondents said High 15.5% of the respondents said Same 46% of the respondents said

Low and 23% of the respondents said Very low for Unibags price

Very high High Same Low Very low

4.50%

11%15.50%

46%

23%

Table: 18

Customers attributes associate with Unibags


Affordable 31 69%

Long lasting 3 6.7%

Design 6 13%

Popular 1 2.3%

Colour 4 9%

Total 45 100%

Chart: 18

Customers attributes associate with Unibags

Inference

From the above table it observed that 69% of the respondents said Affordable 6.7% of

the respondents said Long lasting 13% of the respondents said design 2.3% of the

respondents said popular and 9% of the respondents said colour for the attributes of Unibags

0% 10% 20% 30% 40% 50% 60% 70%

Affordable

Long lasting

Design

Popular

Colour

69%

6.70%

13%

2.30%

9%

Table: 19

Customer’s visiting of Style & Trendy bag showroom


Newbie 34 68%

Regularly 9 18%

Occasionally 5 10%

Rarely 2 4%

Total 50 100%

Chart: 19

Customer’s visiting of Style & Trendy bag showroom

Inference

From the above table it observed that 68% of the respondents said Newbie 18% of the

respondents said Regularly 10% of the respondents said occasionally and 4% of the

respondents said Rarely for their visiting in Style & Trendy bag showroom

Newbie Regularly Occasionally Rarely

68%

18%

10%4%

Table: 20

Brands is focused in Style & Trendy


High Sierra 37/50 74%

American Tourister 50/50 100%

Evolve 15/50 30%

Uni Bags 06/50 12%

Season 34/50 68%

Total

Chart: 20

Brands is focused in Style & Trendy

Inference

From the above table it observed that 74% of the respondents said High Sierra 100%

of the respondents said American Tourister 30% of the respondents said Evolve 12% of the

respondents said Unibags and 68% of the respondents said Season for brands is focused in

Style & Trendy

High Sierra American

TouristerEvolve Uni Bags Season

74%

100%

30%

12%

68%

Table: 21

Is customer’s know Unibags is owned by Style & Trendy


Yes 4 8%

No 46 92%

Total 50 100%

Chart: 21

Is customer’s know Unibags is owned by Style & Trendy

Inference


respondents said No for they not aware Unibags is own brand of Style & Trendy

8%

92%

Yes

No

Table: 22

Is customer’s recommend Unibags to a friend or associate


Yes 12 24%

Not sure 33 66%

No 5 10%

Total 50 100%

Chart: 22

Is customer’s recommend Unibags to a friend or associate

Inference

From the above table it observed that 24% of the respondents said Yes 66% of the

respondents said not sure and 10% of the respondents said No for to recommend Unibags for

their friends and associates

24%

66%

10%

Yes

Not sure

No

CHAPTER - V

FINDINGS

FINDINGS

Most of the customers who come to shop are below 25 and looking for back bags.

Most of the customers budget with in Rs.500-1000.

Fastrack and American tourister are brands well known by customers.

Very few numbers of customers are only aware about Unibags.

Ladies handbags are budgeting below Rs.500.

Most of the customers were using branded bags.

Most of the customers feels branded bags are costly.

Satisfaction levels of branded bags are high.

Many customers are satisfied with Unibags price.

All of the customers said American tourister is the brand highly promoted in Style &

Trendy.

Most of the customers are not aware that Unibags is the own brand of Style & Trendy.

SUGGESTIONS

SUGGESTIONS

Most of customers looking for the bags in the range of Rs.500 -100, if Unibags will give

more bags with in this price they will buy it.

Customers feel that Unibags is cheaper than other branded bags, but new models, design

and attractive colours are not available in Unibags, if they give good design and colour,

mean customers will consider it to buy.

Ladies are looking for hand bags with in the range of Rs.300 -700, thus Unibags look

should for it, So that they will easily capture the handbag market as here there is no

bigger competition.

Style & Trendy is Own outlet of UNIPLAS, but fails to promote their own brand

Unibags in their outlet, therefore it must be promoted.

Advertisement of Unibags are not enough to promote the brand, they need more

advertisement and new marketing technique to stand in the market with other brands.

For Travelling bag customers are looking for long lasting, here they demand for quality

materials, they are able to give more prices to get long lasting bag, so Unibags has to

look up on this issue.

Unibags can offer promote their brand, i.e., if customer buys school bag, provide lunch

bag free of cost.

CONCLUSION

CONCLUSION

A study on brand awareness at Unibags is able to know about the value of the

branding in the market. People in the modern scenario mostly prefer for the brand. At a same

time they want quality products in low price. It is a key element for the budding brands and

new brands in the market. People want quality products in low price mean they ready to buy

the new products and brands in the market

Branding and brand awareness are crucial element in the market. It is not easy to

develop like other factor in the organisation. It is the combination of both internal and

external qualities, ideas and work of the company.

Advertising is very essential to promote the brands in the market. At a same time

quality, quantity and price will lead the brand wider path. Keep on promoting and give offers

for the products will give fruitful outcome to the company

Brand awareness in a part of marketing, it is very crucial and wider term of the brand

in the market. It is not easy to understand and estimate their stability in the market.

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS

BRANDING a practical guide to planning your strategy by Geoffrey Randal, Published

by Crest Publishing House

BRAND MANAGEMENT by Harsh V Verma, Published by Excel Books

MANAGING INDIAN BRANDS marketing concepts and strategies by S.Ramesh

Kumar, Published by Vikas publishing house

BRAND MANAGEMENT 101 lessons from real world marketing by Mainak Dhar,

Published by UBS publishers’ distributors

BRAND MANAGEMENT the Indian context by Y.L.R.Moorthi, Published by Vikas

publishing house

WEBSITES

http://en.wikipedia.org/wiki/Brand_awareness

http://www.businessdictionary.com/article/571/three-objectives-of-brand-

awareness/

http://smallbusiness.chron.com/objectives-awareness-advertising-31418.html

http://blog.mbaco.com/importance-of-brand-awareness/

http://www.smallbusinesscan.com/the-importance-of-brand-awareness/

http://www.csun.edu/~vcmkt004/mkt640/lectures%20summer%202010/Mkt%2064

0_Kotler_MM_13e_Basic_09.ppt

http://www.businessdictionary.com/definition/brand-awareness.html

http://www.snapsurveys.com/blog/generate-brand-recognition-surveys-measure-

brand-awareness/

http://www.questionpro.com/brand-awareness.html

http://en.wikipedia.org/wiki/Brand_awareness

http://www.businessdictionary.com/article/571/three-objectives-of-brand-awareness/

http://www.businessdictionary.com/article/571/three-objectives-of-brand-awareness/

http://smallbusiness.chron.com/objectives-awareness-advertising-31418.html

http://blog.mbaco.com/importance-of-brand-awareness/

http://www.smallbusinesscan.com/the-importance-of-brand-awareness/

http://www.csun.edu/~vcmkt004/mkt640/lectures%20summer%202010/Mkt%20640_Kotler_MM_13e_Basic_09.ppt

http://www.csun.edu/~vcmkt004/mkt640/lectures%20summer%202010/Mkt%20640_Kotler_MM_13e_Basic_09.ppt

http://www.businessdictionary.com/definition/brand-awareness.html

http://www.snapsurveys.com/blog/generate-brand-recognition-surveys-measure-brand-awareness/

http://www.snapsurveys.com/blog/generate-brand-recognition-surveys-measure-brand-awareness/

http://www.questionpro.com/brand-awareness.html

ANNEXURE

A Study on Impact of customer focused Brand Awareness systems adopted

at

UNIPLAS (UNIBAGS) private ltd., Chennai

1. Name

2. Age

a) Below 25 b) 25-35 c) 35-45 d) 45- 60 e)Above 60

3. Gender a) Male b) Female

4. Occupation a) Employee b) Business c)House Maker d) Self-employed

e) Students f) others

5. Monthly salary (Thousands)

a) 5-10 b) 10-15 c) 15-25 d) 25-40 e) > 40

6. What is your budget for Bag?

Below Rs.500 Rs.500-1000 Rs.1000-1500 Rs.1500-2000 Above Rs.2000

7. What is the first company that comes to mind when you think of Bags

__________________

8. Which of the following brands have you heard of?

Fastrack

American Tourister

Spank

Unibags

Season

9. What types of bag are you want buy a) Lunch Bag/Hand Bag

b) Travel bag c) School bag/Back bag d) Trolleys

e) Others

10. What is your need for buying bag a) For Travelling b) For School or College

c) General use d) Office use

e) Others 11. Are you or your friend/relatives were used branded bags

Yes No

12. Have you seen or heard advertisement of Branded Bags

Yes No

13. Have you seen or heard advertisement of Unibags

Yes No

14. Do you think Branded Bags are costly

Yes No

15. Do you think Unibags is costly

Yes No

(If you said No to Q.11 skip Q.16, 17, 18 & 19) 16. What is your satisfactory level towards Branded Bags?

Highly

satisfied

Satisfied Neutral Dissatisfied Highly

Dissatisfied

17. What is your satisfactory level towards Uni Bags?

Highly

satisfied

Satisfied Neutral Dissatisfied Highly

Dissatisfied

18. How is Uni Bags price compared to other brands?

Very high High Same Low Very low

19. Which of the following attributes do you associate with Uni bags?

a) Affordable

b) Long lasting c) Design

d) Popular e) Color

20. How often do you come for Style &Trendy bag showroom a) Newbie

b) Regularly c) Occasionally d) Rarely

21. Which brand is focused more in Style & Trendy

High Sierra

American Tourister

Evolve

Uni Bags

Season

22. Do you know Uni bags is owned by Style & Trendy

Yes No

23. Would you recommend Uni bags to a friend or associate?

a) Yes b) Not Sure

c) No

24. What is your recommend for Style & Trendy towards their brand

_________________________________________________________ _________________________________________________________

_________________________________________________________

25. What is it that you would most like to change about Uni Bags

_________________________________________________________ _________________________________________________________

_________________________________________________________

Brand awareness of bag company

Marketing

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