EXECUTIVE SUMMARY

"Branding is about more than the sock puppet. It's about the total
customer experience," says Kelly Dixon, co-author of the study and director of
e-branding at Accenture in Chicago. "Companies haven't focused on the entire
package."
The sample size is 100 the source of the study is both primary and secondary
data. The primary data are collected through structured questionnaire.
To study the Brand awareness of the company, Secondary data are collected
from news papers, journals and magazines. Analysis and interpretation are done
by using percentage analysis. Based on the analysis and interpretation findings
are made and suggestions are given.

CHAPTER I
INTRODUCTION

INTRODUCTION TO THE TOPIC

BRANDING
Introduction
Products are as dear as their own children to manufactures and
producers. When a manufacturer wants to introduce a new product to the
market, he wants to identify his product rather with striking name-Brand name.
The buyers identify the product and differentiate it from those of competitors.
In olden days, most of the products went unbranded. They sold the
products without the suppliers identification. In the present age, almost all the
products are branded and packaged successfully. At present, brand and package
are the two attributes of a product. The study of marketing is incomplete. If we
do not take into account the study of branding and packaging. Each firm wants
to identify its products through brand name. Branding play a more important
role than a mere name. The basic purpose of branding is to fix identity of the
producer of a given product. In India, branding process started with agricultural
products meant for export as well as internal consumption (under Agmark
Scheme) and with manufactured products (Under ISI mark).

Branding has become a monologue instead of a dialogue.

Entrepreneurs need to leave their ivory office towers and talk to people.

Its that dialogue that's beer, missing lately, Koehn says, and it's essential
to any branding strategy. Branding has become a monologue instead of a
dialogue. Entrepreneurs need to leave their ivory office towers and talk to
people. They need to be responsive to their customers. They have to make sure
their branding messages are understood by everyone inside the company. Over

the last few years. People didn't realize how hard branding really is. Koehn
says. But its rewards are equal to is-s difficulty.
Harpell recently studied a group of new companies to see how
ingrained their branding messages were inside those companies. She found that
many employees weren't aware of their companies' branding messages at all.
There were no brand connection, no teaching of employees and no
communicating with consumers, Harpell says.
The web's problems, too. When management and technology consulting
firm Accenture and technology research company Online Insight surveyed 2000
online consumers last year, they found that a lot of the givens about the web that
marketers operate under are false. While most of the marketing is aimed at
youth, the average online shopper is 35 to 44. Entrepreneurs also assumed that
advertisements drew consumers to their sites while customers survey veiled on
search
engines. And the low prices companies touted weren't what customers were
looking for; they wanted satisfying customer encounter that was

Fast

and

convenient.
"Branding is about more than the sock puppet. It's about the total
customer experience," says Kelly Dixon, co-author of the study and director of
e-branding at Accenture in Chicago. "Companies haven't focused on the entire
package."
Consumers developed a love-hate relationship with late-'90s branding
strategies. Observes David Schumann, consumer psychologist and associate
dean at the University of Tennessee in Knoxville. On one hand, seeing logos
invade every inch of public space has left U.S consumers over-exposed to
branding. On the other hand, consumers are paying attention, if only briefly, to
discover whether you'll reveal that one clear benefit your product or service
offers that'll make them try it. The problem is this "one clear benefit" has been
missing in plenty of branding campaigns, and Schumann sees companies facing
4

the fallout: consumers sticking with the products they've trusted for a long time
instead of taking a chance on products they don't really understand. When the
value proposition is missing, Schumann says, risk-averse consumers will go
with what they know.

Brand Awareness:
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 percentage of target market, brand awareness is the
primary goal of advertising in the early months or years of a product's
introduction.
Brand awareness is the extent to which the consumer associates the brand with
the product he desires to buy. It is the brand recall and the brand recognition of
the company to the consumers. Brand recall is the ability of the consumer to
recollect the brand with reference to the product where as brand recognition is
the potential of the consumer to retrieve the past knowledge of the brand when
enquired about the brand or shown an image of the brand logo. Brand
awareness is an essential part of brand development which helps the brand to
stand out from the others in this monopolistically competitive market.
DEFINITION:
Consumers tend to make purchasing decisions based on peer
recommendations and direct experience, as well as traditional advertising
methods. This is why it is necessary to build brand awareness strategies out by
instilling trust among consumers. Thus trust must be achieved through
credibility, rather than just a catchy advertising campaign. Promotional
marketing involving a one-to-one component is proving increasingly effective
at building trust and acquiring new customers.
Online brand awareness strategies are used frequently, albeit with
differing levels of success. These online brand awareness strategies can include
the use of advertising including banners, sponsorships, and email/newsletter
advertising, online PR, affiliate marketing, etc.

OBJECTIVES

To study the effectiveness of branding

To study the importance of branding a product

To know about the role of branding in promoting the sales of the

product

To study the brand name relate to the quality of the product

To study the brand effectiveness compare with the competitor

SCOPE OF THE STUDY

This study helps the researcher to identify how brand help to improve the
market share.
The brand helps the Company to create good will.
The brand helps the society to get awareness of the product.

LIMITATIONS
1. Time is a major limiting factor.
2. Busy work schedule of the respondents is another limitation.
3. The project is confined to four weeks period. Therefore happening prior
and after this period is not considerable.
4. Respondents seem to be less interested in filling up the questionnaire
sincerely.

CHAPTER II
INDSUTRY PROFILE AND
COMPANY PROFILE

10

INDUSTRY PROFILE
The world production of rubber was considered to be very unstable during the last few
years. Comparatively, India's production of rubber is consistent at the rate of 6% per
annum. The Rubber industry in India has been growing in strength and importance.
This is the result of India's burgeoning role in the global economy. India is the world's
largest producers and third largest consumer of natural rubber. Moreover, India is also
one of the fastest growing economies globally. These factors along with high growth
of automobile production and the presence of large and medium industries have led to
the growth of rubber industry in India.
Rubber Producing Areas in India
Rubber producing regions in India are divided into two zones traditional and nontraditional.

EVOLUTION
It is a registered company under the companies act 1956, has commenced his
business on 17th October 2002.The plant is situated at koovappally, kanjirappally,
kottayam (dist), Kerala (state) India. Their plant is positioned centrally within the
vast rubber plantation area and enables them easy access to field latex.
Mr. sunny Jacob got started m/s ST Marys rubbers, a proprietary concern and
leased a small latex processing unit in the district of trichur.with earnest
determination and commitment to his duties, he steadily progressed. After gaining
ample experience in practical aspects of business administration and awareness
about all the connected factors of the industry he come down to his native district
and started a small latex processing unit of his own. Since he could not settle down
as an owner of a simple processing unit. He dreamed of setting up a full pledged
company with all infrastructures for processing centrifuged latex, marketing the
same both in international as well as domestic markets and to continuously
contributes towards the progress of the industry and thus developing of our society.

11

CURRENT STATUS
The company strictly adheres to stringent quality control measures conforming to
ISO standards. They have a well established laboratory and competent technicians
in place to ensure the quality at par with ISO standards. The plant is situated in an
eco friendly area of about 30acres. The most modern plant of the company was
commissioned in the year 2003. The centrifuging machines manufacture in the
world and their machines are used worldwide.

DOMESTIC AND WORLD MARKET TREND

Traditional zone

Non-traditional zone

Kanyakumari in Tamil Nadu

Coastal regions of Karnataka

Districts of Kerala

Goa

Andhra Pradesh

Orissa

Some areas of Maharashtra

Northeastern

states

(mainly

Tripura)
Andaman and Nicobar Islands

Kerala contributes 90% of Indias total production of natural rubber. Also, Kerala and
Tamil Nadu together occupies 86% of the growing area of natural rubber.
Rubber Production in India

12

Here are some facts regarding rubber industry in India.

India is the third largest producer of rubber in the world.

It is the fourth largest consumer of natural rubber.

It is the fifth largest consumer of natural rubber and synthetic rubber together
in the world.

India is the world's largest manufacturer of reclaim rubber.

India and China are the only two countries in the world which have the
capacity to consume the entire indigenous production of natural rubber.

Rubber Consumption in India

The following industrial sectors consume most of the rubber products.

Automotive tire sector: 50% consumption of all kinds of rubbers

Bicycles tires and tubes: 15%

Footwear: 12%

Belts and hoses: 6%

Camelback and latex products: 7%

Other products: 10%

IMPORT AND EXPORT

Indias production varies between 6 and 7 lakh tons annually which amounts to Rs.
3000 crores. Seventy percent of the total rubber production in India is in the form of
Ribbed Smoked Sheets (RSS). This is also imported by India accounting for 45% of
the total import of rubber. The Indian rubber industry has a turnover of Rs 12000
crores. Most of the rubber production is consumed by the tire industry which is almost
52% of the total production of India. Among the states, Kerala is the leading consumer
of rubber, followed by Punjab and Maharashtra. The exports of Indian natural rubber
have increased tremendously over the years and have reached 76000 tons in 2003-04
Though, India is one of the leading producers of rubber but it still imports rubber from
other countries. At present, India is importing around 50000 tons of rubber annually

13

FUTURE
There are about 6000 unit comprising 30 large scale, 300 medium scale and around
5600 small scale and tiny sector units. These units are manufacturing more than 35000
rubber products, employing 400 hundred thousand people, which also includes 22000
technically qualified support personnel, contributing Rs. 40 billions to the National
Exchequer through taxes, duties and other levies. The Indian Rubber Industry plays a
vital role in the Indian national economy. The rubber plantation sector in India
produces over 630 hundred thousand tones of natural rubber and there is a projected
production of more than one million tones in near future. This has helped in the
radical and rapid growth of the Indian rubber industry. This prospect of growth is
further enhanced by a boom in the vehicle industry, improved living standards of the
people and rapid over-all industrialization. The per capita consumption of rubber in
India is only 800 grams compared to 12 to 14 kilos in Japan, USA and Europe. So far
as consumption of rubber products is concerned, India is far from attaining any
saturation level. This is another factor leading to tremendous growth prospects of the
industry in the years to come

14

COMPANY PROFILE
St.Marys Rubbers Pvt. Ltd. incorporated on 17th Oct 2002 under the Companies Act
of 1956. The Company was promoted by Mr. Sunny Jacob and his wife Mrs. Mini
Sunny, Edakkattu (H), Koovapally, Kanjirapally, Kottayam (DIST). Sri Sunny Jacob
has been in the field of rubber trade and processing for the last 20 years. The major
activity of the Company is procurement of field latex in ammoniated form and
concentrating it by the Centrifuging process to various grades of Centrifuged Latex
(Cenex).

Cenex is the raw material for manufacturing Gloves, Condoms, Foam, Elastic Threads,
Rubber Band, Balloons, Rubber Lined Mats etc. The byproducts of the process viz
Skim Block Rubber and Skim Creep Rubber are used for manufacturing various other
Rubber products. St.Marys Rubbers Pvt. Ltd. Has emerged as the top processor and
exporter of centrifuged latex in India. Thus contributing substantially to the foreign
exchange earning of the Country.

St. Marys Rubbers Pvt Ltd is promoted with these visions and is now on its
rails towards better and better heights. The Company realizes the fact that
customer relation is the primary necessity for any business and to achieve the
same ample efforts and continuous commitments are required. Bearing these in
mind, the Company started to implement a planned project. On every stage of
its formation, utmost care has been given to achieve its object.

Right from the beginning our focus was on good manufacturing practices. This
made us easily meet the prescribed standard and specification for processed
15

latex, set by the Bureau of Indian Standard. Moreover, nowadays to enter into
international market recognition by the International Standard Organization is
inevitable. Company got ISO 9001:2008 and ISO 14001:2004. A full-equipped
testing laboratory has been set up at the processing center to ensure testing and
analyzing both raw material and finished product. Strict quality assurance of the
product is achieved through systematic material testing and analysis.

The Company initially started its operation with a single latex separator
machine. Through a well planned activities and operations Company achieved
prime position in number of latex separators in its most modern plant now, and
subsequently gained a considerable production capacity through a phased
manner during these years.

For achieving value addition in the process, we have started a Skim Crepe Unit
in the initial year and quality crepe is exported and sold domestically.
Subsequently, in view of further value addition in Crepe Processing, we have
commissioned a new plant for converting Skim Crepe to Skim Block, which is
generating high demand from both domestic and international markets and we
are exporting the same too.
Mr. Sunny Jacob, Founder - SMR, hails from an esteemed family at
Kanjirappally, Kottayam(Dt.), Kerala, India. He followed the path of his parents
in cultivation of Rubber and other cash crops right from his schooling years.
Later he recognized the potential of crop-based industries in Kerala economy.
As an enthusiastic entrepreneur, first of all he started a dealership business of
Rubber. During this period he studied the scenario of Rubber industry and
understood its diversified fields and opportunities.

Thus Mr. Sunny Jacob got started M/s. St.Marys Rubbers, a Proprietary
concern and leased a small Latex processing unit in the district of Trichur. With
16

earnest determination and commitment to his activities, he steadily progressed.

After gaining ample experience in practical aspects of business administration
and awareness about overall factors associated with the rubber industry, he
came down to his native district and started a small latex processing unit of his
own. Since he could not settle down as owner of a simple processing unit, he
dreamed of setting up a fully fledged company with all infrastructures for
processing Centrifuged Latex, marketing the same both in international as
well as domestic markets and to continuously contribute towards the progress
of the industry and thus development of our society.

VISION
To become a trusted manufacturer and supplier of a broad range of medical
gloves with superior safety and protection reliability. Looking ahead for a
global mercantilism

MISSION
Our goal is to respond to the ever-changing needs of the healthcare industry that
demands protective products that are safer to use and produced with efficient
and environmentally responsible processes.

MARKET
St Marys rubbers have established wide network of marketing channels in the
domestic market. Export started in the year 2003 and successfully achieved a
prime position in export turn over during these years. Our products were well
accepted in the markets abroad and we have a network of satisfied and reputed
overseas clients. 70% of our total production is earmarked for export. The last
financial year 50% of the latex exported by us out of the total exports done by
the Country. Our product is exported to USA, Germany, Italy, China, Brazil,

17

Belgium, Portgul, Tanzania, Kenya, Istanbul, Malaysia, Pakistan, Argentina,

Srilanka, Denmark, Canada, Netherlands, Turkey, Egypt, UK, Dubai, Spain,
Nepal etc.

Concern For Customers:

St Marys rubbers commitment to quality of our product and reliability in
services gained us unparalleled reputation amongst the centrifuged latex
manufacturers. It is an appreciable fact that we have never received any
complaint regarding quality of our latex. In every past year we were able to gain
at least a couple of new foreign customers. We reckon every customer as a
partner in the larger perspective. We work in partnership for the benefit of both
the parties concerned. We always recognize the right of our customers and our
duties are determined accordingly. Their needs are given prompt attention and
utmost care. A long-term honest relation is maintained with them. Rubber
market is of a highly fluctuating nature. Even then, St Marys rubbers are
maintaining the latex price almost at a stable level to our customers to avoid
making their life miserable. It is our method to canvas only as much orders as
we can execute promptly. Even when the demand was high, both in the
international and domestic markets, we never had to withheld or postpone any
export commitments. Thus St Marys rubbers could always maintain a cordial
customer relation.

Future Plan
Processing and trading of Centrifuged Latex continues to be one of our core
activities. Every year St Marys rubbers increasing our production capacity by
adding additional latex separators and subsequently increasing sales also. St
Marys rubbers have the plan to increase the same in the years to come to a
great extent.
PRODUCTS AND SERVICES

18

(1) Latex (60%DRC) HA/LATZ

Centrifuged latex of 60% of dry rubber content (CENEX)
Centrifuged latex is today available. Commercially in two different varieties with
high ammonia (min0.7%of ammonia) and law ammonia (max0.3%of ammonia)
Grades and applicants
High ammonia (ha)-foam products, dipped goods, adhesives, elastic thread,
household and industrial gloves, balloons, rubber bands and finger caps.
Low ammonia (LATZ)-preferred for all the applicants when the ammonia is
necessary for products manufacture
Latex type

Typical properties
Type A - HA

Type B-LA

60.00

60.00

1.5

1.5

Alkalinity as NH 3%mass(min)

0.6-0.8

0.3

T s c%(max)

61.5

61.5

VFA number,(MAX)

0.03

0.03

COAGULUM CONTENT%

0.007

0.007

Mechanical stability, sec

1000

900

Dry

rubber

content(DRC)

%mass(min late) Type

Non

rubber

content(DRC)

%mass(max

Ph value

10.00-11.00

(2) double centrifuged latex

It shows very low levels of water extractable proteins. This latex can especially be
used for the production of medical articles made in a dipping process.
Specifications of double centrifuged latex

19

Type

Dc

Dry rubber content(DRC)%mass(min)

60.00

Non rubber content(DRC)%mass(max)

0.6

Alkalinity as NH3%mass(min)

0.3-0.8

T s c%(max)

60.6

VFA number(max)

0.02

Coagulum content%

0.007

Mechanical stability, sec.

900

Ph- value

10.00-11.00

(3) bye- product- skims crepe rubber

It is a crinkly core rubber, obtained when coagulated latex or any form of field
coagulum (tree lace, shell, scrap, earth scrap etc) is passed several times through
heavy rolls called creepers and then air dried at ambient temperatures
The company is also engaged in cultivation of rubber trees in 25 acres of land.

BRANCHES, EMPLOYEES

M
P
ar
no
ad
gu
ic
nt
gINFRASTRUCTURE
i
FACILITY
o
n

20

The company initially started its operation with a single latex separator machine.
The production capacity with one latex separator was 1240mt a year. Export of
certified latex had good market potential and since then they decided to concentrates
on export. Firstly they planned to expand production capacity. They installed two or
more latex separators and an extra bowl to enhance the machine hour capacity
increasing annual production capacity in to 4132.200 m t in the year 2005. in the
year 2006 company further expanded its production capacity by adding two more
machines today company has 18 machines and three spare bowl and company has
capacity to process 1000 barrels of normal latex a day and 17460 m t per year. As
per the report of rubber board and they are the single exporter by contributing more
than 20% efficiency. We are the no 1 unit in India as a whole.

CHAPTER III
REVIEW LITERATURE

21

A brand is not a product: it is the products source, its meaning and its
direction, and it defines its identity in time and space. Too often brands are
examined through their component parts: the brand name, its logo, design,
packaging, advertising or name recognition. Real brand management, however,
begins much earlier with a strategy and a consistent integrated vision. Its central
concept is brand identity, which must be defined and managed. A brand identity
is the message sent out by the brand. (Doyle 1998, 172; Kapferer 1992, 12)
A model of brand pyramid is suitable for analysing and understanding the
concept of brand identity. The pyramid model consists of three tiers. The
fundamental and upper part of the brand pyramid is the brand core, which
remains fairly fixed over time. The middle tier of the pyramid is called the
brand style. It articulates the brand core in terms of the culture it conveys, its
personality and its self-image. The base layer of the pyramid comprises the
brand themes. These themes indicate how the brand currently communicates
e.g., through its advertising, press releases, and packaging. Brand themes
include the physique of the brand (e.g.,colour, logo, packaging), its reflection
(e.g., type of spokesperson used to advertise the brand) and the relationship
expressed (e.g., glamour, prestige). Brand themes are more flexible than the
brand style and brand core, and will change easier with fashion, style or
technology. (Doyle 1998, 172174; Kapferer 1992, 3742)
The set of brand style and themes can be described as a six-sided identity
prism. The identity prism emphasises the brands identity as a structured whole
of six integrated facets of culture, personality, self-image, physique, reflection,
and relationship. The first three facets of culture, personality and self-image are
incorporated within the brand itself and the last threeBfacets of physique,
reflection and relationship are the social facets which give the brand its outward
expression. These outward facets are communicated explicitly and they are
visible and material. The brand pyramid and the identity prism are illustrated in
figure 1. (Doyle 1998,172174; Kapferer 1992, 7577)
The emotional and representational components in the identity prism are
more valuable, because the component of physique only forms the first stage in
22

brand building. The intangible elements refer to the beliefs and meanings
created in the minds of consumers. These intangible and symbolic elements
include the brand personality, the way brands reinforce consumers self-images
and brands abilities to represent consumers to others.

The concepts of the brand pyramid and identity prism are effective in use.
First, they enable management and their agencies to understand the brand, its
strengths and opportunities.
Second, they help to develop brand strategy and the formulation of the
brands positioning in the market. Third, they enable the brand team to develop
consistency in the message being transmitted through packaging and design,
advertising, below-the-line activities and through potential brand extensions.
Finally, understanding the brands core and style helps to determine how far the
brand can be meaningfully stretched to other products and market segments.
(Doyle 1998, 173174)
23

The concept of brand awareness emerged in the early 1990s. It was not
defined precisely, but in practical terms it meant that brands are financial assets
and should be recognised as such by top management and the financial markets.
Brand awareness includes not only the value of the brand, but also implicitly the
value of proprietary technologies, patents, trademarks, and other intangibles
such as manufacturing know-how. Although a companys stock price represents
more than brand awareness, when one of a companys brands gets into trouble,
a change in brand
awareness can significantly affect the stock price. (Aaker 1996; Keegan
Moriarty Duncan 1995,325; Kerin Sethuraman 1998; 260261) The
financial value of a brand depends on its brandstrength. It can be strengthened
by investing in product quality and in advertising. In contrast,price promotions
produce short-term increases in sales but do nothing to build long-term
brandawareness. (Barwise 1993, 9495)
In a general sense, brand awareness is defined in terms of the marketing
effects uniquely attributable to the brand. That is, brand awareness relates to the
fact that different outcomes result from the marketing of a product or service
because of its brand element, as compared to outcomes if that same product or
service did not have hat brand identification. Although a number of different
views of brand awareness have been expressed, they all are generally consistent
with the basic notion that brand awareness represents the added value
endowed to a product or a service as a result of past investments in the
marketing for the brand. Researchers studying brand awareness at least
implicitly acknowledge that there exist many different ways that value can be
created for a brand; that brand awareness provides a common denominator for
interpreting marketing strategies and assessing the value of a brand; and that
there exists many different ways in which the value of a brand can be
manifested or exploited to benefit the firm. (Keller 1993, 1; Keller 1998, 4244)
There have been two general motivations for studying brand awareness. One
is financially based motivation to estimate the value of a brand more precisely

24

for accounting purposes in terms of asset valuation for the balance sheet or for
merger, acquisition or divestiture purposes.
A second reason for studying brand awareness arises from a strategy-based
motivation to improve marketing productivity. Given higher costs, greater
competition, and flattening demand in many markets, firms seek to increase the
efficiency of their marketing expenses. As a consequence, marketers need a
more thorough understanding of consumer behaviour as a basis for making
better strategic decisions about target market definition and product positioning.
Perhaps one of the firms most valuable assets for improving marketing
productivity is the knowledge that has been created about the brand in
consumers minds from the firms investment in previous marketing programs.
Financial valuation issues have little relevance if no underlying value for the
brand has been created or if managers do not know how to exploit that value by
developing profitable brand strategies. (Keller 1993, 12)
Brand awareness can be defined in several ways and it has value both to a
branding company and to a brands user. An important characteristic of virtually
all definitions of brand awareness is that they focus on the incremental effect of
the brand compared with some concept of what the customer response would be
to the same product or service, if it were unbranded. (Barwise 1993, 99100) In
the literature we can, e.g., find the following different definitions for brand
awareness:

a set of brand assets and liabilities linked to a brand, its name and
symbol that add to or subtract from the value provided by a product or

service to a firm and/or to that firms customer (Aaker 1991, 15),

a utility not explained by measured attributes (Barwise 1993, 100),
a differentiated, clear image that goes beyond simple product preference

(Barwise1993, 100),
the value a brand name adds to a product (Broniarczyk Alba 1994,

214),
the added value that a brand endows a product with (Farquhar 1990,
RC7; Farquhar Herr Fazio 1990, 856),

25

the differential effect that brand knowledge has on consumer response to

the marketing of that brand (Keller 1993, 2; Keller 1998, 45),

the combination of brand awareness, liking and perceptions (Moore

1993, 36),
the added value endowed by the brand to the product as perceived by a

consumer (Park Srinivasan 1994, 271),

the value attached to a brand because of the powerful relationship that
has been developed between the brand and customers and other

stakeholders over time (Keegan Moriarty Duncan 1995, 323),

the incremental price that a customer will pay for a brand versus the
price for a comparable product or service without a brand name on it

(Keegan Moriarty Duncan 1995, 324),

a long-term relationship with those people who loyally buy the brand

over and over again (Keegan Moriarty Duncan 1995, 340),

the accumulated brand support by all stakeholders, not only by

customers (Duncan Moriarty 1997, 10)

a product of the total net brand support of customers and other
stakeholders that is determined by all communication interactions of the

company (Duncan Moriarty 1998, 165166)

off-balance sheet intangible brand properties embedded in a companys
brand (Kerin Sethuraman 1998, 260).

The preceding review of the literature reveals that brand awareness can be
regarded as a managerial concept, as a financial intangible asset, as a
relationship concept or as a customer-based concept from the perspective of the
individual consumer.
We can further conclude on the basis of the prior literature review that
several authors provide definitions of brand awareness that are broadly
consistent with Farquhars definition of awareness as the value added by the
brand to the product. According to the definitions of brand awareness, no single
number of concepts captures brand awareness. Rather, brand awareness should
be thought of as a multidimensional concept that depends on which knowledge
structures are present in the consumers minds and which actions a company can

26

take to capitalise on the potential offered by these knowledge structures. (Park

Srinivasan 1994, 271)
The literature review reveals further that brand awareness provides value for
both the customer and the firm. Brand awareness creates value to customers by
enhancing efficient information processing and shopping, building confidence
in decision making, reinforcing buying, and contributing to self-esteem. Brand
awareness creates value to firms by increasing marketing efficiency and
effectiveness, building brand loyalty, improving profit margins, gaining
leverage over retailers, and achieving distinctiveness over the competition.
(Bagozzi Rosa Celly Coronel
1998, 320)
Brand awareness offers certain strategic benefits to companies. It is
important for adding line extension. When a product category has entered the
decline stage of the product life cycle, strong brand awareness can help a brand
survive longer than its competitors. Likewise, in periods of economic downturn,
brand awareness provides a platform that keeps the brand afloat at a profit long
after competing products without strong brand identification begin to flounder.
The power of brand awareness is especially important in international
marketing. Global brands have international presence and visibility, and this
awareness makes it easier for them to expand. Brand awareness is also what
enables branded products or services to charge premium prices. Many major
brands are positioned as quality products, and many people are willing to pay
more for a quality product they are familiar with, particularly if the brand has an
image with which they would like to be associated. The challenge is to find the
point where the premium price is still acceptable in exchange for the confidence
embedded in the brand. (Keegan Moriarty Duncan 1995, 324325)
We have found that brand awareness helps to differentiate the product from
competitors offerings; serves as a proxy for quality and creates positive images
in consumers minds; presents market share erosion during price and

27

promotional wars; and prevents market share erosion by giving a firm time to
respond to competitive threats.

CUSTOMER BASED BRAND AWARENESS

We have experienced from the previous literature review that brand awareness
can be approached from the perspective of the individual consumer. The basic
premise with customer-based brand awareness is that the power of a brand lies
in the minds of consumers and what they have experienced and learned about
the brand over time. The advantage of conceptualising brand awareness from
the consumers perspective is that it enables managers to consider specifically
how their marketing program improves the value of their brands. Though the
eventual goal of many marketing programs is to increase sales, it is first
necessary to establish knowledge structures for the brand so that consumers
respond favourably to marketing activity for the brand. (Keller 1993, 8)
Customer-based brand awareness can be defined as the differential effect that
brand knowledge has on consumer response to the marketing of that brand.
There are three key ingredients to this definition: 1) differential effect, 2)
brand knowledge, and 3) consumer response
to marketing. First, brand awareness arises from differences in consumer
response. If no differences occur, then the brand can essentially be classified as
a commodity or generic version of the product. Second, these differences in
response are a result of consumers knowledge
about the brand. Thus, although strongly influenced by the marketing activity of
the firm,
brand awareness ultimately depends on what resides in the minds of consumers.
Third, the differential response by consumers that makes up the brand
awareness is reflected in perceptions, preferences, and behaviour related to all
aspects of the marketing of a brand. (Keller 1993, 89; Keller 1998,45)

28

Conceptualising brand awareness from the consumers perspective is useful

because it suggests both specific guidelines for marketing strategies and tactics
and areas where research can be useful in assisting managerial decision making.
Two important points emerge from this conceptualisation. First, marketers
should take a broad view of marketing activity for a brand and recognise the
various effects it has on brand knowledge, as well as how changes in brand
knowledge affect more traditional outcome measures such as sales. Second,
markets must realise that the long-term success of all future marketing programs
for a brand is greatly affected by the knowledge about the brand in memory that
has been established by the firms short term marketing efforts. In short,
because the content and structure of memory for the brand will influence the
effectiveness of future brand strategies, it is critical that managers understand
how their marketing programs affect consumer learning and thus subsequent
recall for brand-related information (Keller 1993, 2)
A brand is said to have positive (negative) customer-based brand awareness
when consumers react more (less) favourably to a product and the way it is
marketed when the brand is identified as compared to when it is not. Thus, a
brand with positive customer-based brand awareness might result in consumers
being more accepting of a new brand extension, less sensitive to price increases
and withdrawal of advertising support, or more willing to seek the brand in a
new distribution channel. Customer-based brand awareness occurs when the
consumer is familiar
with the brand and holds some positive brand associations in memory.
Favourable consumer response, in turn, can lead to enhanced revenues, lower
costs, and greater profits for the firm (Keller 1993, 8; Keller 1998, 45)
Brand knowledge is the key issue in creating customer-based brand awareness.
Brand knowledge can be conceptualised as consisting of a brand node in
memory with a variety of brand associations. Brand knowledge is a composed
of 1) brand awareness, which relates to consumers ability to recognise or recall
the brand and 2) brand image, which consists of consumers perceptions of and
associations for the brand. Building brand awareness requires repeatedly
29

exposing consumers to the brand as well as linking the brand in consumer

memory to its product category and to purchase, usage and consumption
situations. Creating a positive brand image requires establishing strong,
favourable and unique associations for the brand.

illustrates the main elements of brand knowledge. (Keller 1993, 37; Keller
1998, 94) Brand awareness is related to the strength of the brand node in
memory, as reflected by consumers ability to identify the brand under different
conditions. Brand awareness consists of
1) brand recognition reflecting the ability of consumers to confirm prior
exposure to the brand and

30

2) brand recall reflecting the ability of consumers to retrieve the brand, when
given the product category, the needs fulfilled by the category, or some other
type probe as a cue.
Brand awareness can be characterised according to depth and breadth. The
depth of brand awareness concerns the likelihood that the brand can be
recognised or recalled and the breadth of brand awareness relates to the variety
of purchase and consumption situations in which the brand comes to mind.
(Keller 1993, 3; Keller 1998, 120123)
Brand image is defined as consumer perceptions of a brand as reflected by the
brand associations held in consumers memory. Brand associations are
informational nodes linked to the brand node in memory and contain the
meaning of the brand for consumers. Brand associations come in many different
types, which include e.g., product-related and non-productrelated attributes,
functional, symbolic or experiential benefits and attitudes. For customerbased
brand awareness to occur, some of these brand associations must be strong,
favourable, and unique. Strong associations are likely to result with information
deemed relevant and presented consistently over time. Favourable brand
associations occur when consumers believe that the brand possesses attributes
and benefits that satisfy their needs and wants. In terms of uniqueness brand
associations may or may not be shared with other competing brands. The
strength, favourability, and uniqueness of brand associations play an important
role in determining the differential response that makes up customer-based
brand awareness, especially in high involvement decision settings where
consumer motivation and ability are sufficiently present. (Keller 1993, 38;
Keller 1998, 124)
Brand image is the sum of impressions that affect how we perceive a brand,
including elements that identify or distinguish the brand from others, the
personality the brand acquires, and the benefits it promises. Brand image is
largely a subjective and perceptual phenomenon that is formed through
consumer interpretation, whether reasoned or emotional. When brand images

31

are strong, they can be used to enhance a persons self-image. (de Chernatony
DallOlmo Riley 1998a, 429; Keegan Moriarty Duncan 1995, 319324)
Six general guidelines (Keller 1993, 1415) for managing customer-based
brand awareness emphasise the importance of taking a broad view of marketing
a brand; specifying the desired consumer knowledge structures and core
benefits of a brand; considering a wide range of traditional and non-traditional
marketing communication options; co-ordinating and taking a long-term.

32

CHAPTER IV
RESEARCH METHODOLOGY

33

RESEARCH METHODOLOGY

Research methodology is the systematic way to solve the research problem. It

gives an idea about various steps adopted by the researcher in a systematic
manner with an objective to determine various manners.

Research Design

A research design is considered as the framework or plan for a study that

guides as well as helps the data collection and analysis of data. The research
design may be exploratory, descriptive and experimental for the present study.
The descriptive research design is adopted for this project.

Descriptive Research

In this research the researcher used descriptive research design. A

descriptive research design is concerned with the detail description of certain
functional variables and characteristics of a problem situation. The major
purpose of this research is the description of the state affairs and its exists in
present.

34

Research Approach

The research worker contacted the respondents personally with

well-prepared sequentially arranged questions. The questionnaire is prepared on
the basis of objectives of the study. Direct contract is used for survey, i.e.,
contacting customers directly in order to collect data.

Population

The customer of St Marys Rubbers.

Sample size

From the population 100 customers are selected for survey.

Sampling Design

The researcher has used probability sampling in which simple random

sampling is used.

Collection of Data

35

Most of the data collected by the researcher is primary data through

personal interview, where the researcher and the respondent operate face to
face.

Research Instrument

The researcher has used a structured questionnaire as a research

instrument tool which consists of open ended questions, multiple choice and
dichotomous questions in order to get data. Thus, Questionnaire is the data
collection instrument used in the study. All the questions in the questionnaire
are organized in such a way that elicit all the relevant information that is needed
for the study

a. Chi-Square Analysis
The procedure of calculating X2 value is as follows:
i) Expected frequencies are worked out by applying the formula N x or

36

Expected frequency =
ii)

R C
N

Difference between the observed (O) and Expected (E) frequencies are
computed that is O-E, then (O-E)2 is found out.

iii)

We divide each (O E)2 by E

O - E 2
E

and get the value of X2

iv)

Then we sum up

v)

If the calculated value of X2 is greater than the table value of X2 for

contain degree of freedom. We reject our null hypothesis; otherwise we
accept the null hypothesis. Value of X2 is always positive. It never
comes negative.

vi)

For a contingency table which has r rows and c columns, degrees of

freedom
V = (r -1 ) ( C-1)

vii)

The computed value of X2 is compared with the table value of X2 at a

certain level of significance and a certain degrees of freedom.

b. Simple Percentage
Percentage refers to a special of ratio percentage are used in the making
comparison between two or more data. Percentage is used to describe
relationship. Since the percentage reduce everything to a common base thereby
allow meaningful comparison to be made

Number of frequency
100
Total number of frequency

37

Diagrammatic Representation
Diagrams are used to represent the tabulated data diagrammatically as
they will give a vivid picture about the information collected. The diagrams
include.

Simple Bar diagram

Multiple Bar diagram

Pie diagram

38

CHAPTER V
DATA ANLYSIS AND
INTERPRETATION

39

TABLE NO 1
RESPONDENTS ON AGE

Sl
N
O
1
2
3
4

CRITERIA
Below 25
25 - 40
40 - 60
Above 60
Total

NO

OF PERCENTAGE OF

RESPONDENTS

RESPONDENTS

38
22
40
0
100

38
22
40
0
100

INTERPRETATION
From the above table it is found that majority of the respondents are from the
age group 40 60, about 38% are from the age group below 25 and the
remaining 22% are from 25 40.

40

GRAPH NO 1
RESPONDENTS ON AGE.

45
40

38

40

38

40

35
30
25

22

22

20
15
10
5
0
Below 25

25 - 40

40 - 60

0
060
Above

41

TABLE NO 2
RESPONDENTS ON THE BASIS OF GENDER.

Sl
NO
1
2

CRITERIA
Male
Female
Total

NO

OF PERCENTAGE OF

RESPONDENTS
79
21
100

RESPONDENTS
79
21
100

INTERPRETATION
From the above table it is clear that 79% of the respondents are male & the
remaining 21% are female.

42

GRAPH NO 2
RESPONDENTS ON THE BASIS OF GENDER.
90
80

79

79

70
60
50
40
30

21

20

21

10
0
Male

Female

43

TABLE NO 3
RESPONDENTS OPINION ABOUT PRODUCTS.

Sl
NO
1
2

CRITERIA
Yes
No
Total

NO

OF PERCENTAGE OF

RESPONDENTS
92
8
100

RESPONDENTS
92
8
100

INTERPRETATION
From the above table it is clear that 92% of the respondents are satisfied with
product & the remaining 8% are not satisfied.

44

GRAPH NO 3
RESPONDENTS OPINION ABOUT PRODUCTS.
100

92

92

90
80
70
60
50
40
30
20
8

10

0
Yes

NO

45

TABLE NO 4
RESPONDENTS RECOMMENDING ST MARYS RUBBERS TO OTHERS.

Sl
NO
1
2

CRITERIA
Yes
No
Total

NO

OF PERCENTAGE OF

RESPONDENTS
76
24
100

RESPONDENTS
76
24
100

INTERPRETATION
From the above table it is clear that 76% of the respondents recommended St
Marys Rubbers to others, and the remaining not.

46

GRAPH NO 4
RESPONDENTS RECOMMENDING ST MARYS RUBBERS TO OTHERS.

76

80

76

70
60
50
40
30

24

24

20
10
0

1
Yes

2
No

47

TABLE NO 5
RESPONDENTS OPINION ABOUT BRANDING HELPS IN INCREASING
SALES.

Sl
NO
1
2
3

CRITERIA
Agree
Neutral
Disagree
Total

NO

OF PERCENTAGE OF

RESPONDENTS
68
21
11
100

RESPONDENTS
68
21
11
100

48

INTERPRETATION
From the above table it is found that 68% agrees branding help in increasing
sales, about 21% have neutral opinion and remaining 11% disagree to it .

GRAPH NO 5
RESPONDENTS OPINION ABOUT BRANDING HELPS IN INCREASING
SALES.

49

80
70

68

68

60
50
40
30

21

20

21
11

10

11

0
Agree

Neutral

Disagree

TABLE NO 6
RESPONDENTS OPINION ABOUT PROMOTIONAL ACTIVITY OF ST
MARYS RUBBERS.

50

Sl
NO
1
2

CRITERIA
Yes
No
Total

NO

OF PERCENTAGE OF

RESPONDENTS
67
33
100

RESPONDENTS
67
33
100

INTERPRETATION
From the above table it is clear that 67% of the respondents are aware of the
promotional activities , about 33% are not aware of it.

GRAPH NO 6
RESPONDENTS OPINION ABOUT PROMOTIONAL ACTIVITY OF ST
MARYS RUBBERS

51

80
67

70

67

60
50
40

33

33

30
20
10
0

1
Yes

2
No

TABLE NO 7

52

RESPONDENTS OPINION ABOUT FACTORS CONSIDERED FOR

PURCHASING A PRODUCT.

Sl
NO
1
2
3
4
5

CRITERIA
Price
Quality
Availability
After sales service
Brand name
Total

NO

OF PERCENTAGE OF

RESPONDENTS
18
41
9
22
10
100

RESPONDENTS
18
41
9
22
10
100

INTERPRETATION
From the above table it is clear that 18% of the respondents consider price ,
about 41% consider quality , about 9% consider price availability , about 22%
consider after sales service and remaining 10 % consider brand name for
purchasing a product.

GRAPH NO 7
53

RESPONDENTS OPINION ABOUT FACTORS CONSIDERED FOR

PURCHASING A PRODUCT.

45
40
35
30
25
20
15
10
5
0

41 41

22 22

18 18
9

10 10

54

TABLE NO 8
RESPONDENTS OPINION ABOUT PRICE OF THE PRODUCT.

Sl
NO
1
2

CRITERIA
Agree
Disagree
Total

NO

OF PERCENTAGE OF

RESPONDENTS
100
0
100

RESPONDENTS
100
0
100

INTERPRETATION
From the above table it is clear that all the respondents have opinion that price
of the product is worth when compared to quality.

55

GRAPH NO 8
RESPONDENTS OPINION ABOUT PRICE OF THE PRODUCT

120
100

100

100

80
60
40
20
0

1
Agree

2
0
Disagree

56

TABLE NO 9
RESPONDENTS OPINION ABOUT MEDIA OF ADVERTISEMENT.

Sl
NO
1
2
3
4

CRITERIA
News paper
Magazine
Internet
others
Total

NO

OF PERCENTAGE OF

RESPONDENTS
27
46
18
9
100

RESPONDENTS
27
46
18
9
100

INTERPRETATION
From the above table it is clear that majority of the respondents prefer magazine
as media of advertisement, about 27% prefer news paper, about 18% prefer
internet and remaining 9% prefer other media.

57

GRAPH NO 9
RESPONDENTS OPINION ABOUT MEDIA OF ADVERTISEMENT.

50

46

46

45
40
35
30

27

27

25
18

20

18

15
9

10

5
0
News paper

Magazine

Internet

others

58

TABLE NO: 10
RESPONDENTS OPINION ABOUT

DIFFICULTY IN GETTING THE

PRODUCT
SL NO

criteria

No of respondents

Percentage

1
2
3

Yes
No
Total

13
87
100

respondents
13
87
100

of

INTERPRETATION
From the above table it is found that on 13% are facing difficulty in
getting the product , remaining 87% are not getting any difficulty.

59

GRAPH NO: 10
RESPONDENTS OPINION ABOUT DIFFICULTY IN GETTING THE
PRODUCT
100
87

90

87

80
70
60
50
40
30
20
10
0

13
1

13
2

1
Yes

2
No

60

TABLE NO: 11
RESPONDENTS OPINION ABOUT THE PRICE OF THE PRODUCT

SL NO

criteria

No of respondents

Percentage

1
2
3

Higher
Normal
low
Total

7
92
1
100

respondents
7
92
1
100

of

INTERPRETATION
From the above table it is inferred that 92% of the respondents have the
opinion that the price is normal, about 7% have the opinion that price is higher
and remaining 1% have the opinion that the price is low.

61

Graph no: 11
RESPONDENTS OPINION ABOUT THE PRICE OF THE PRODUCT

100

92

92

90
80
70
60
50
40
30
20
10

0
Higher

Normal

1
low

62

TABLE NO: 12
RESPONDENTS OPINION ABOUT DISCOUNT PROVIDED BY ST
MARYS RUBBERS

SL NO
1
2
3

criteria
Satisfied
Dissatisfied
Total

No of respondents

Percentage

59
41
100

respondents
59
41
100

of

INTERPRETATION
From the above table it is clear that about 59% of the respondents are satisfied
with the discount provided by the company, about 41% are dissatisfied.

63

GRAPH NO: 12
RESPONDENTS OPINION ABOUT DISCOUNT PROVIDED BY ST
MARYS RUBBERS

70
59

60

59

50
41

41

40
30
20
10
1

0
Satisfied

Dissatisfied

64

TABLE NO: 13
RESPONDENTS OPINION ABOUT QUALITY OF ST MARYS RUBBERS

SL NO

criteria

No of respondents

Superior

competitor
Equal

to 75

75

competitor
Less

than 11

11

100

of

respondents
14

competitor
Total

than 14

Percentage

100

INTERPRETATION
65

From the above table it is clear that majority (75%) of the respondents have the
opinion that the quality is equal to competitor about 14% have the opinion that
the quality is superior than competitor and the remaining 11% have the opinion
that quality is less than competitor.

GRAPH NO: 13
RESPONDENTS OPINION ABOUT QUALITY OF ST MARYS RUBBERS

66

80
70
60
50
40
30
20
10
0

75

14

75

14

11

11

TABLE NO: 14
67

RESPONDENTS OPINION ABOUT ST MARYS RUBBERS

SL NO

criteria

No of respondents

Percentage

1
2
3

Goal
Average
Poor
Total

86
9
5
100

respondents
86
9
5
100

of

INTERPRETATION
From the above table it is clear that about 86% rate it an good , about
9% rate it an average and remaining 5% rate it an poor.

GRAPH NO: 14
RESPONDENTS OPINION ABOUT ST MARYS RUBBERS
68

100
90

86

86

80
70
60
50
40
30
20

10

0
Goal

Average

Poor

69

TABLE NO: 15
RESPONDENTS OPINION ABOUT REPLACING THE PRODUCT OF ST
MARYS RUBBERS WITH OTHER BRAND.

SL NO
1
2
3

criteria
Yes
No
Total

No of respondents

Percentage

11
89
100

respondents
11
89
100

of

INTERPRETATION
From the above table it is found that 89% will not with other brand
remaining 11% replace the products, with other brand.

70

GRAPH NO: 15
RESPONDENTS OPINION ABOUT REPLACING THE PRODUCT OF ST
MARYS RUBBERS WITH OTHER BRAND.

100

89

90

89

80
70
60
50
40
30
20
10
0

11
1

11
2

1
Yes

2
No

71

TABLE NO: 16
RESPONDENTS OPINION ABOUT SUGGESTING FRIENDS AND
RELATIVES TO BUY THIS PRODUCT

SL NO
1
2
3

criteria
Yes
No
Total

No of respondents

Percentage

93
7
100

respondents
93
7
100

of

INTERPRETATION
From the above table it is inferred that 93% suggest the product to
friends and relatives.

72

GRAPH NO: 16
RESPONDENTS OPINION ABOUT SUGGESTING FRIENDS AND
RELATIVES TO BUY THIS PRODUCT

100

93

93

90
80
70
60
50
40
30
20
10
0

1
Yes

No

73

TABLE NO: 17
RESPONDENTS OPINION ABOUT THE BRAND

SL NO

criteria

No of respondents

Percentage

1
2
3

Good
Average
Poor
Total

79
14
7
100

respondents
79
14
7
100

of

INTERPRETATION
From the above table it is clear that about 79% rate the brand an good about
14% rate it an average and the remaining 7% rate it an poor.

74

GRAPH NO: 17
RESPONDENTS OPINION ABOUT THE BRAND

90
80

79

79

70
60
50
40
30
20

14

14
7

10

0
Good

Average

Poor

75

CHI-SQUARE TEST
CHANGE BRAND AND REASON FOR CHANGING
HYPOTISIS (H0)
There is significant relationship between the change brand and reason for
changing.
HYPOTISIS (H1)
There is no significant relation between stress and work life.
O- Observe frequency
E- Expected frequency
E= (ROW TOTAL* COLOUN TOTAL) / GRAND TOTAL
CHI-SQUARE =

(O-E)2 / E

BASIC TABLE
BRAND AND REASON FOR

YES

NO

TOTAL

SATISFATORY

105

75

180

DISSATISFACTORY

60

60

120

TOTAL

165

135

300

CHANGE

76

SOLUTION
SL NO

O-E

(O-E)2

(O-E)2/E

105

99

36

.36

75

81

36

.44

60

66

-6

36

.55

60

54

36

.67

TOTAL 2.02

DEGREE OF FREEDOM
(R- 1) (C-1)
(2-1) (2-1)
=1
Degree of freedom 1 at 5% = 3.84
RESULT
The calculated chi-square vale 2.02 is less than the table value 3.84. Therefore
the alternate hypothesis is rejected and null hypothesis is accepted. So the
hypothesis suggest that there is significant relation between change brand and
reason for changing.

77

CHAPTER VI
FINDINGS, SUGGESTIONS AND
CONCLUSION

78

FINDINGS
1. The study found that 92% of the respondents are satisfied with product.
2. It is found that 76% of the respondents recommended St Marys Rubbers
to others.
3. It is found that 68% agrees branding help in increasing sales.
4. It is found that 67% of the respondents are aware of the promotional
activities.
5. It is found that 18% of the respondents consider price, about 41%
consider quality, about 9% consider price availability, about 22%
consider after sales service and remaining 10 % consider brand name for
purchasing a product.
6. It is found that majority of the respondents prefer magazine as media of
advertisement, about 27% prefer news paper, about 18% prefer internet
and remaining 9% prefer other media.
7. It is found that on 13% are facing difficulty in getting the product
8. It is inferred that 92% of the respondents have the opinion that the price
is normal.
9. It is found that about 59% of the respondents are satisfied with the
discount provided by the company.
10. It is found that majority (75%) of the respondents have the opinion that
the quality is equal to competitor.
11. It is found that 89% will not replace with other brand
12. It is found that about 79% rate the brand as good

79

SUGGESTIONS

1. The company should increase the advertisement in News papers and

magazines so as to build a strong brand image.
2. Increase the supply of product in rural areas will help to increase the
sales
3. Try to assess consumer knowledge and thus potential sources of brand
awareness.

80

CONCLUSION
The main objective of the study is to find out the Brand Awareness of St Marys
Rubbers Exports and to study about importance of branding a product
The factors affecting brand awareness are Advertisement, Price, Market
Potential, in this study all these factors are analysed and found that the
customers are satisfied on all basis. The customers are aware of the product very
well. The customers are giving preference to the products of St Marys Rubbers

81

BIBLIOGRAPHY
Books
Philip Kotler / Gary Armstrong

- Principles of Marketing

Ramaswamy V.S. & Namakumari 1998

- Marketing management Kothari

C.R.

Research methodology Beri G.

C.

Marketing

Research

Search

Engines
http://google.com
http://wikipedia.com
http://answers.com

82

1.
2.
3.
4.
5.
6.
7.
8.

Name :
Age
:
Gender:
Are you satisfied with the product of St Marys Rubbers?
Yes
No
Will you recommended St Marys Rubbers to others?
Yes
No
Do you agree that branding will help in increase in sales?
Yes
No
Are you aware the promotional activities of St Marys Rubbers?
Yes
No
Which factor do you consider for purchasing the product?
Price
Quality
Availability

After Sales Service

Brand
9. Do you agree that the price of the product with compared to the quality?
Agree
Disagree
10. Which media of Advertising will you prefer?
News paper
Magazine
Internet
Others
11. Do you have any difficulty in getting the product?
Yes
No
12. Your opinion about the Price of the product?
Higher
Normal
low
13. Are you satisfied with the discount provided by St Marys Rubbers?
Satisfied
Not Satisfied

83

14. Give me your commend on quality of St Marys Rubbers export brand?

Superior than Competitor
Equal to Competitor
Less than Competitor
15. What is your opinion about St Marys Rubbers export?
Good
Average
poor
16. Do you replace the product St Marys Rubbers with other brand?
Yes
No
17. Do you suggest friends and relatives to by the brand?
Yes
No
18. How will you rate the Brand?
Good
Average
Poor

84