1.
AMITY UNIVERSITY
---------UTTAR PRADESH----------
AMITY SCHOOL OF FINE ARTS
A Project Report on
BRAND AWARENESS AMONG THE CONSUMERS
THROUGH ADVERTISEMENTS
2013-2014
SUBMITTED TO:
Mr. DANDESWAR BISOYI
ASST. PROFESSOR
ASFA
SUBMITTED BY:
G. SHRI SRUTHII
M.F.A(APPLIED ARTS)
1st SEM
A2528313016

2. DECLARATION
I am G. Shri Sruthii, student of M.F.A, 1st semester from the Dept. of
Fine Arts with specialization in Applied Art, have completed the present
study under the supervision of my subject teacher Mr. Dandeswar Bisoyi
(Asst. Prof), Dept. of Fine Arts, Amity University, Noida (U.P).
I hereby declare that, this report has not been published in any form or
any other examination purpose. I also admit that the above information
is up to the best of my knowledge.
Date:
Place:
Yours sincerely,
(G. SHRI SRUTHII)

3. ACKNOWLEDGMENT
My sincere thanks to Mr. Dandeswar Bisoyi (Asst. Prof) ASFA, for
guiding and correcting various documents of mine with attention and
care. He has taken pain to go through the project and make necessary
corrections as and when needed.
I express my sincere thanks to Mr. Pradeep Joshi (Director), ASFA,
Noida, for his support. I also thank all the people of Amity University for
their help and support.

4. CERTIFICATE
This is to certify that my student G. SHRI SRUTHII , has prepared on
the topic "BRAND AWRENESS AMONG THE CONSUMERS
THROUGH ADVERTISEMENTS" under our supervision. She has
worked with great endeavour and zeal. Her effort in the completion of
the project are price worthy. I wish her success throughout life.
Prof.(Dr.) Pradeep Joshi
Director
Amity School Of Fine Arts, Noida &
Amity School of Fashion Technology
Mr. Dandeswar Bisoyi
Asst. Professor
ASFA

5. INDEX
1. Literature Review
(a) Introduction
(b) Brand awareness
(c) Brand Awareness Plan
(d) Steps of creating a Brand Awareness
(e) Maintaining Brand Awareness
(f) Purchasing Decision Process
(g) Consumer Preferences towards a Brand
(h) Advertising and Awareness
2. Research Gap
3. Aim & Objective
4. Proposed Methodology of Study
5. Hypothesis
6. Experiment design
7. Conclusion
8. References

6. INTRODUCTION
ADVERTISING
Advertising or advertising is a form of communication for marketing and
used to encourage, persuade, or manipulate an audience (viewers,
readers or listeners; sometimes a specific group) to continue or take
some new action. Most commonly, the desired result is to drive
consumer behaviour with respect to a commercial offering, although
political and ideological advertising is also common. This type of work
belongs to a category called affective labour.
In Latin, ad vertere means "to turn towards''. The purpose of advertising
may also be to reassure employees or shareholders that a company is
viable or successful. Advertising messages are usually paid for by
sponsors and viewed via various traditional media; including mass
media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such as
blogs, websites or text messages.

7. BRAND AWARENESS
Brand awareness refers to how aware customers and potential
customers are of your business and its products. Brand awareness is
crucial is to differentiating your product from other similar products and
competitors. Expressed usually as a percentage of target market, brand
awareness is the primary goal of advertising in the early months or years
of a product's introduction.
Awareness measures are used extensively in research as a gauge of
brand performance and marketing effectiveness.
Brand awareness is considered as one of the key pillars of a brand's
consumer based brand equity.
"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.
Brand awareness plays a major role in a consumer’s buying decision
process. The knowledge of an acquaintance or friend having used the
product in the past or a high recognition of the product through constant
advertisements and associations coaxes the person to make his
decision in the favour of the brand.
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.

8. Brand Awareness Plan
THE MAJOR COMPONENTS OF A PLAN TO
DEVELOP BRAND AWARENESS ARE:
Targeting the right audience is crucial to your success. Of similar
importance is understanding that you need a plan along with specific
actions that increase awareness of your brand amongst your
consumers. Throughout the entire process of creating a brand, it is of
utmost importance to consider how what you do will increase brand
awareness.
IDENTIFYING AND UNDERSTANDING YOUR
TARGET CUSTOMERS
CREATING A COMPANY NAME, LOGO AND SLOGAN
ADDING VALUE THROUGH PACKAGING, LOCATION,
SERVICE,ETC
ADVERTISING
AFTER-SALE FOLLOW-UP AND
CONSUMER RELATIONS MANAGEMENT

9. STEPS OF CREATING BRAND AWARENESS
THE MESSAGE OF WHAT A BRAND IS
OFFERING TO THE CONSUMER
SHOULD BE CONSISTENT
IMAGES YOU PRESENT SHOULD
ALSO BE CONSISTENT IN ORDER TO
INCREASE BRAND AWARENESS
SLOGANS AND TAGLINES SHOULD
ALSO BE CONSISTENT THROUGHOUT
MEDIUMS AMD MATERIALS
MAINTAINING BRAND AWARENESS
It is important to keep working at the issues and activities identified
above. Pay attention to how customers are responding to products,
packaging, displays, and messages. Look for ways to improve the image
you are trying to get across. Ask your customers for suggestions.
Work to maintain a consistent presence in the market place. This can
mean a location and regular times where customers can reliably expect
to find you. The NY Maple Producers booth at the State Fair has been in
a prime location for many years. They need to move to gain more sales
space and will have to have a plan to help customers find their new
location.
If your business is wholesaling maple products to retail locations, you
need to stay in regular and reliable contact with your customers. They
should not have to come looking for you when they need to re-stock or
they will turn to suppliers that make it easier for them to operate their
businesses.

10. PURCHASING DECISION PROCESS
PERCIEVED
NEED
SEEKING
INFORMATION
ASSESSMENT
OF
PURCHASE
EVALUATION
OF
ALTERNATIVES
VALUE
ASSESSMENT

11. CONSUMER PREFERENCES TOWARD BRAND,
INDICATE THE FOLLOWING
UNAWARENESS
EQUITY
AWARENESS
BRAND
INSISTENCE
ACCEPTANCE
LOYALITY
PREFERENCE

12. ADVERTISING AND BRAND AWARENESS
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.
Advertising forms a main part of any brand awareness strategy through
the use of both passive and active advertising. Using the specific market
as an example the two different principles can be described as:
•
•
Passive advertising addresses the audience without regard for the
specification process
Active advertising targets the audience at one or more stages of
the specification process.
An advertisement in a trade journal is a typical example of passive
advertising whereas a technical page in a product directory is active
advertising.
Advertising objective can be set around four broad themes:1. The behavioural constructs generating trail purchases and store visit.
2. Change in attitude and its measurements.
3. Positioning of the product and brand building.
4. Creating awareness of new products and brands.

13. RESEARCH GAP
Does the attitude and change of preference over
brands changes due to advertisements?

14. AIM
To help designers in creating advertisement on the basis of consumers
attitude and preference over a brand on the basis of its advertisements
which makes them aware of it.
OBJECTIVE
The main objective of my report is as follows:
1. To study the attitude of consumers over a brand.
2. To study the change of preferences among the consumers over a
brand.

15. PROPOSED METHEDOLOGY OF STUDY
This project is based on both primary and secondary sources. In the
primary survey, target sample was expected to be 25 to 30 respondents
belonging to various age groups and social commodities(rich, urban,
poor, etc). Questionnaire is built in such a way that it covers the
information required in an interesting and simple manner. Depending
upon the social classification of the society, survey has been conducted
using online and face to face communication. On the other hand, the
secondary sources predominantly include published documents,
domestic and international journals/publication, etc. Data collection is in
both hard and soft copy form. Answers to the questionnaire has been
arranged properly ( category wise, region wise, etc ) to carry out logical
analysis. Quantitative analysis has been used which is literature based
and intuitive, appropriate, statistical. Tools have been used for the same
as well as for drawing conclusion. I have taken survey based on the
Smartphone consumption and have come to a conclusion.

16. HYPOTHESIS
H1.Advertisements play an important role in making consumers
decide over a brand.
H2.Advertisements influences a man's behaviour over a brand.
H3. Consumers do get attracted to a brand due to advertisement.

17. SURVEY QUESTIONNAIRE
For the study of
Brand Awareness among the consumers through
Advertisement
Hello,
I sincerely thank you for giving me an opportunity to communicate with you. Please
spare your valuable time to fill in the important information in this questionnaire. Your
honest responses will help in arriving to a logical conclusion for understanding the
brand awareness among the public on the basis of advertisements.
Thank you,
Shri Sruthii Gurumoorthy

18. YOUR PERSONAL INFORMATION
First name
Last name
Middle name
Sex (M/F)
Age ( DD/MM/YYYY)
Marital status
Education
Profession
Present Location (
Urban/Semi-urban)
Address
Mobile no
E-mail

19. 01. Do you know about Smartphone?
a. Yes
b. No
02. Do you use a Smartphone?
a. Yes
b. No
03. Which brand are you using?
a. Samsung
b. Nokia
c. Sony
d. HTC
e. Others
04. How did you know about that brand?
a. TV
b. Newspaper
e. Haven't heard of it before
c. Internet
f. Not sure
d. Friend/ Relative
g. Others
05. Are you satisfied with your Smartphone?
a. Yes
b. No
06. Do you recommend the Smartphone to a friend or your family?
a. Yes
b. No
07. Have you purchased the same brand before?
a. Yes
b. No
08. Will you purchase the same brand again?
a. Yes
b. No
09. Have you seen the advertisement of your Smartphone?
a. Yes
b. No
10. Do you like the advertisement of your Smartphone?
a. Yes
b. No
11. How likely would it be for you to switch brands if an alternative brands
advertisement was of better quality or effectiveness?
a. Yes
b. No
12. Based on your own experience, are you satisfied with the advertisement of the
brand of your Smartphone?
a. Yes
b. No

20. 13. Do you rely on the brand's advertisement?
a. Yes
b. No
14. Do you trust the brand's advertisement?
a. Yes
b. No
15. Do you think the advertisement of a brand is more important when you purchase
a Smartphone?
a. Yes
b. No
16. Will you purchase a Smartphone if it does not have any advertisement?
a. Yes
b. No
17. Do you think the image of a brand's advertisement can influence the buyer
behaviour?
a. Yes
b. No
18. Which one you consider as the most important factor in advertisement when you
purchase a Smartphone?
a. Creative advertisement
b. Product information
c. Presence of brand's name
d. Colourfulness
19. Do you wish to switch to any others brands of Smartphone due to
advertisement?
a. Yes
b. No
20. What do you think as a competitive brand in Advertisement with your brand?
a. Samsung
b. Nokia
c. Sony
d. HTC
Thanks for your response!!!
e. Others

21. ANALYSIS FROM THE SURVEY
01. Do you know about Smartphone?
a. Yes
b. No
RESPONSE:
Sales
NO
4%
YES
96%
RESULTS:
As from the survey conducted, almost 96% of people are aware of smart
phones. Only 4 % of people are not known about it.

22. 02. Do you use a Smartphone?
a. Yes
b. No
RESPONSE:
USERS
YES
NO
20%
80%
RESULTS:
As from the survey conducted, out of those 96% of people 80% of
people are using a Smartphone. Remaining 20% of people are having
other kind of mobile phones.

23. 03. Which brand are you using?
a. Samsung
b. Nokia
c. Sony
d. HTC
e. Others
RESPONSE:
USERS
23%
36%
SAMSUNG
NOKIA
9%
SONY
HTC
23%
9%
OTHERS
RESULTS:
As from the survey conducted, out of those 80% people, 36% of people
use Samsung, 23% people use Sony, 9% people use Nokia and other
9% of people use HTC and the remaining 23% people use other brands
of smart phones.

24. 04. How did you know about that brand?
a. TV
b. Newspaper
c. Internet
d. Friend/ Relative/ Associate
e. Haven't heard of it before
f. Not sure
g. Others
RESPONSE:
TO KNOW
NOT SURE
5%
NOT HEARED
0%
TV
14%
OTHERS
0%
NEWSPAPER
5%
FRIEND/RELATIVE
43%
INTERNET
33%
RESULTS:
As from the survey conducted, 43% of people came to know about the
brand through their friends or relatives, 33% of people knew through
internet, 14% of people through television, 5% of people through
newspaper.

25. 05. Are you satisfied with your Smartphone?
a. Yes
b. No
RESPONSE:
Sales
14%
YES
NO
86%
RESULTS:
As from the survey conducted, 86% of people are satisfied with their
smart phones and other 14% of people are not satisfied. It has not
reached their expectation levels.

26. 06. Do you recommend the Smartphone to a friend or your family?
a. Yes
b. No
RESPONSE:
20
18
16
14
12
RECOMMEND
10
8
6
4
2
0
YES
NO
RESULTS:
As from the survey conducted, 76% of people said that they would
recommend the brand they are using to their friends and relatives.
Whereas, remaining 24% of people said that they will not recommend as
they are not satisfied.

27. 07. Have you purchased the same brand before?
a. Yes
b. No
RESPONSE:
SAME BRAND BEFORE
15
10
SAME BRAND BEFORE
5
0
SAME BRAND BEFORE
YES
NO
RESULTS:
As from the survey conducted, only 35% of the people are existing
consumers to the brand they are using. all the remaining 65% of them
are new consumers to what they are using.

28. 08. Will you purchase the same brand again?
a. Yes
b. No
RESPONSE:
PURCHASE AGAIN
18
16
14
12
PURCHASE AGAIN
10
8
6
4
2
0
YES
NO
RESULTS:
As from the survey conducted, 78% of people are ready to purchase the
same brand again. But remaining 22% of people are not ready to
continue with the same brand.

29. 09. Have you seen the advertisement of your Smartphone?
a. Yes
b. No
RESPONSE:
ADVERTISEMENT SEEN
20
15
10
ADVERTISEMENT SEEN
5
0
YES
NO
RESULTS:
As far as the survey conducted, 90% of them have seen the
advertisement of their product. Whereas remaining 10% of them are
clear about it.

30. 10. Do you like the advertisement of your Smartphone?
a. Yes
b. No
RESPONSE:
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
yes
no
LIKE THE AD
RESULTS:
As from the survey conducted, 90% of the people like the advertisement
of their smart phone only 10% of the people don't like advertisement of
their brand.

31. 11. How likely would it be for you to switch brands if an alternative brands
advertisement was of better quality or effectiveness?
a. Yes
b. No
RESPONSE:
SWITCHING TO BRANDS
NO
SWITCHING TO BRANDS
YES
9.5
10
10.5
11
RESULTS:
As from the survey conducted, 46.5% wish to switch brands if the
advertisement appeals good but remaining 53.4% are not ready to
switch to other brands.

32. 12. Based on your own experience, are you satisfied with the advertisement of the
brand of your Smartphone?
a. Yes
b. No
RESPONSE:
SATISFIED WITH THE ADVERTISEMENT
NO
YES
0
2
4
6
8
10
12
14
16
18
RESULTS:
As from the survey conducted, 73% of the consumers are satisfied with
their products advertisement and remaining 28% are not satisfied.

33. 13. Do you rely on the brand's advertisement?
a. Yes
b. No
RESPONSE:
NO
NOT RELY ON AD
RELY ON AD
YES
0
2
4
6
8
10
12
RESULTS:
As from the survey conducted, 46.7% of consumers do not rely on
advertisement they said and remaining 53.3% of people accepted that
they do rely on the advertisement.

34. 14. Do you trust the brand's advertisement?
a. Yes
b. No
RESPONSE:
TRUST THE AD
NO
TRUST THE AD
YES
0%
20%
40%
60%
80%
100%
RESULTS:
As from the survey conducted, 46.7% people trust the advertisement of
their brand whereas remaining 53.3% of the people said that they don't
trust the advertisement to the core.

35. 15. Do you think the advertisement of a brand is more important when you purchase
a Smartphone?
a. Yes
b. No
RESPONSE:
IMPORTANCE OF AD FOR THE BRAND TO
PURCHASE
NO
IMPORTANCE OF AD FOR THE
BRAND TO PURCHASE
YES
0
5
10
15
RESULTS:
As from the survey conducted, 62% of people consider as advertisement
of the brand is more important to make people buy that product.
Whereas, remaining 38% of the consumers don't consider it to be that
essential.

36. 16. Will you purchase a Smartphone if it does not have any advertisement?
a. Yes
b. No
RESPONSE:
PURCHASE WHEN THERE IS NO AD
YES
NO
RESULTS:
As from the survey conducted, 62% of people say that they don't
purchase smart phones if it does not have any advertisement. But there
are some 38% of people say who do buy a product even if there is no
advertisement for a product or brand.

37. 17. Do you think the image of a brand's advertisement can influence the buyer
behaviour?
a. Yes
b. No
RESPONSE:
INFLUENCE OF ADVERTISEMENT
NO
5%
YES
95%
RESULTS:
As from the survey conducted, 95.5% people strongly agree with the
statement that advertisement can influence a buyers behaviour over a
particular brand.

38. 18. Which one you consider as the most important factor in advertisement when you
purchase a Smartphone?
a. Creative advertisement
b. Product information
c. Presence of brand's name
d. Colourfulness
RESPONSE:
IMPORTANT FACTOR
CREATIVE ADVERTISING
PRODUCT INFORMATION
PRESENCE OF BRANDS NAME
COLOURFULNESS
0%
10%
14%
76%
RESULTS:
As from the survey conducted, 76% of them say that the presence of
product information in an advertisement is more essential for them. !4%
of them have said that they look for creativeness in the advertisement
and remaining 10% said that they look for the presence of brands name
in the advertisement.

39. 19. Do you wish to switch to any others brands of Smartphone due to
advertisement?
a. Yes
b. No
RESPONSE:
SWITCH OVER BRAND DUE TO
ADVERTISMENT
YES
45%
NO
55%
RESULTS:
As from the survey conducted, 55% of them said they will switch over to
other brands due to advertisement but 45% of them said that they will
switch over if the advertisement is good.

40. 20. What do you think as a competitive brand in Advertisement with your brand?
a. Samsung
b. Nokia
c. Sony
d. HTC
e. Others
RESPONSE:
COMPETITIVE BRAND IN ADVERTISEMENT
7
6
5
4
3
2
1
0
SAMSUNG
NOKIA
SONY
HTC
OTHERS
COMPETITIVE BRAND IN ADVERTISEMENT
RESULTS:
As from the survey conducted, the advertisements of Samsung and
Nokia is competing each other with leading 30% each. 15% of people
said that HTC's advertisement is the competitive advertisement. 10% of
people support for Sony's advertisement.

41. CONCLUSION
From the study that I made so far by going through the literature part
and also by carrying out surveys among various people belonging to
various category (age, location, profession, gender, etc) following
conclusion has been arrived:
H1. From the analysis made in Q. No.7, 8 and 11 to 20, we got
responses that " Advertisements play an important role in making
consumers decide over a brand".
H2. From the analysis made in Q. No. 7, 8, 16 and 17, we got
responses agreeing to the statement that "Advertisements
influences a man's behaviour over a brand".
H3. From the analysis made in Q. No. 10, 18 and 19, we got
responses agreeing to the statement that "Consumers do get
attracted to a brand due to advertisement".
Hence we have studied over the attitude of consumers over a brand and
also the change of preferences among the consumers over a brand.

42. REFERENCES
"Brand Awareness" by Tara Gustafson and Brain Chabot.
"Brand and Advertising Awareness: A Replication and Extension of a Known
Empirical Generalisation" by Jenni Romaniuk, Byron Sharp, Samantha Paech
& Carl Driesener.
''Impact of Advertising on Brand Awareness and Consumer Preference(with
special reference to Men's wear).
http://en.wikipedia.org/wiki/Advertising
www.nnyagdev.org/.../CMB%20105%20Brand%20Awareness.pdf
wwwdocs.fce.unsw.edu.au/marketing/amj_12_3_romaniuk_et_al.pdf
iosrjournals.org/iosr-jbm/papers/Vol5-issue6/F0565461.pdf