“The Brand Awareness on Hindustan Uniliver”

Abstract: The basic theory of marketing lays down; Consumers Choose a brand
that they can recognize over an unfamiliar brand. So, this study mainly focuses
on what are all the Brand Awareness Factors of Hindustan Uniliver , which
earns them comparatively higher amount of consumers as compared to their
rivals in the consumer goods sector.

Literature Review:
A study by Muhammed Rizwan a researcher of Malardalen University,Sweden
on the topic “Study of Brand awareness and brand image of Starbucks (2008)”
concludes that: The Advertising and marketing strategy of Starbucks Coffee in
Sweden helped them create a Brand awareness that majority of the Swedish
youth Prefer Starbucks Coffee over other coffee brands.

Research conducted by Hanna Bornmark and Christina Swensson of

Christianstad University, Sweden (2005) concludes : The factors of brand
awareness that they studied had enormous influence on the consumer while
choosing a brand, while quality of the product had the upper hand over all the
other factors.

Petrini Hugues in 2010 conducted a study on “An investigation based on brand

awareness in the video game industry.” In Dublin University , Ireland . Intended
to find out the consumer patterns while choosing a video game brand. In her
study she came to the conclusion that the “gamers” of France and Ireland
responded negatively to the communication messages of video game vendors
at the same time responded positively to external influences like Friends who
played the game earlier and also to online video game reviews.
“ Customer’s Satisfaction and brand awareness a case study on Bulsho
Cooperative” , A case study by Ali Hussein a researcher of Haaga-Helia
university of Applied Sciences, Finland . Bulsho Cooperative a company in
finland with lower turnover, the researcher tried to find out factors which are
barriers to the diminishing market share and tried to point out measures to be
taken to improve the brand awareness of the company. Came to conclusion
that the factors: Price,Quality of goods, appearances of sales people,
professionalism of employees , etc are the key factors the company paid lesser
attention to which in turn diminished their brand awareness.

Objectives:
The broad objective of the study is to know the level of brand awareness that Hindustan
Uniliver created over the years and the factors that contribute to their increasing market
share .

1. To know weather buying behaviour is dependent on Brand awareness or not.

2. To know how brand awareness made the customer purchase the goods (Uniliver)
3. To know the factors of the brand which influences the customer to purchase the
goods.
4. To know how the customers came to know about the products.
5. To know the position the brand has in the minds of consumers.
6. To know the level of satisfaction a customer gets from the product he buys.
7. To know how a company can maintain brand loyalty and awareness.
8. To know about the after sales support and grievance redressal of uniliver.