A STUDY IN THE EFFECTIVENESS OF CONSUMER BRAND PREFERENCE

1. PRESENTED BY: ASHA MISHRA (Group Leader)
Rajani Rai
Divya Poojari
PROF: R.R.SHAH

2. The research on Consumer Brand Preference with special
reference to the product,
 Tea
 Tooth Paste
 Bread in Andheri (East),Malad(West) Western suburban of
Mumbai had been done by me and my team.
 A sample study of 200 sample units was under taken by me
for findings the results of research and objectives stated
research project.

3. There are various brand in the
market
And it depends on the consumer
which
Brand they prefer in the market.
 A brand is a name, sign, symbol,
slogan or anything that is used to
identify and distinguish a specific
product.
 The brand also says something
about the producer’s values,
represent a cer tain culture and
project a personality.

4. A) ON THE BASIS OF MARKET AREA:
1. Local Brand.
2. Provincial Brand
3. Regional Brand
4. National Brand
 B) ON THE BASIS OF NUMBER OF PRODUCTS:
1. Individual Brand:
2. Family Brand:

5. Anything that is produced, whether as the
result of generation, growth, labor, or thought,
or by the operation of involuntary causes; as,
the products of the season, or of the farm; the
products of manufactures; the products of the
brain.

6.  Products can be classified two way
 Tangible
 Intangible Products
Tangible product is any physical product that can be
touched like a computer, automobile, etc.
An intangible product is a non-physical product like an
insurance policy.

7.  Like human beings, products also
have their own life-cycle. e.g. bir th,
growth, maturity, decline and death.
 Product life cycle (PLC) has to do
with the life of a product in the
market with respect to
business/commercial costs and sales
measures. To say that a product has
a life cycle is to asser t four things:
 that products have a limited life,
 product sales pass through distinct
stages, each posing dif ferent
challenges, oppor tunities, and
problems to the seller,
 profits rise and fall at dif ferent
stages of product life cycle, and
 products require dif ferent marketing,
financial, manufacturing, purchasing,
and human resource strategies in
each life cycle stage.

8.  Research can be defined as the search for knowledge or any
systematic investigation to establish facts.
 Research is the systematic process of collecting and analyzing
information to increase our understanding about the brand.
 “Research is a systematized ef for t to gain new knowledge”.

9.  Qualitative research
 Quantitative research
 METHOD OF RESEARCH
 Primary data
 Secondary data

11. Comments:
We asked people they use toothpaste the answer we get that 100% people are using. And
Colgate toothpaste is most popular brand among the people and pepsodent is the next
preference of the consumer. People use paste by seeing advertising even they did not know
the company or manufacturer name of the brand

12. comment:
During the survey, it was noticed that brands manufacturer’s name was correctly
Given by 38% of respondent,30% respondent have given the wrong answer and 32% respondent
Were not able to give the answer.

13. Comments:
During the sur vey, it was noticed that people need some changes in
present brand like 16% want the change in shape and size 26%
want the change in colour of the brand ,14% want the change in
packaging, and 44% want the change in taste .

15. Comments : During this sur vey, it was noticed that TATA TEA brand is the highest
preferred brand by the consumer. Society is second highest preferred brand.
Then the following brands are Taj mahel, Tetley,Brook bond, Red label, Girnar,
Pataka and so on.

16. Comments:
During the sur vey, it was noticed that brands manufacturer’s
name was known by 42% of the respondent, 40% did not know
the name of the manufacturer and 18% have given the wrong
answer.

17. Comments:
Dutring the survey we come to know that 46% respondent want the change in the packaging
Style where as 17% want the change in colour, 14% want the change in sha[pe and size and
235 want the change in taste of the product .

19. COMMENT:
During the survey, it was noticed that consumer mostly prefer to the wips bread and then the prefer to the
Britannia and due the survey we even came to know that there are many people who don’t use bread in their
daily life

21. Comments:
46% respondent want the change in the packaging,14% want the change in shape and size,
Were as 23% want the change in taste and 17%want the changes colour in the brand..

22. Notes : In these research we have taken a sample survey of 200 people which means 64% males
respondent were there and 36% female respondent were there and different age group survey

23. Notes : In these research we have taken a sample survey of different age group which
have help us to know their point of view towards the brand which they are using in day
to day life.

24. Notes : In these research I have taken a sample survey of 200 respondent in which 30% were students; 20% were
business men , 40% for house wife's and 10% were working women who have given there time to

25. In these research we have taken a sample survey of 200 people means based on
qualification i.e. graduate pupil are 12.5%; undergraduate pupil are 22.5%; HSC are about
15%; SSC are about 10%; and uneducated pupil are 25%.

26.  From this survey we came to know that what is Consumer study on
selected brand and changes in brand they need
 Advertisement should be more attractive with simple broad
headlines so that those who see also read such advertisements.
 The name of the manufacturing units should be mentioned in the
advertisement so the customer can aware of it.
 The packaging should be attractive.
 Quality should maintain with reasonable rate.
 Message in the advertisement should be clear and often repeated
so that consumer may recollect them...