INTRODUCTTION

A market consists of all the potential customers sharing a particular need

or want who might be willing and able to engage in exchange to satisfy that need
or want. Marketing deals with identifying and meeting human and social needs.
Marketing is typically seen as that task of creating, promoting and delivering goods
and services to consumers and business. So marketing is one of that pillar of an
organization. Generally, Marketing Management is mostly interested in obtained
the sales potential or each of the Geographic Market it serves to help determine the
amount of sales effort that should be allocated to specific market. Marketing
Research is the function, which links the consumer, customer and public to the
market through information. It is used to identify and define Marketing
opportunities and problems, define and evaluate marketing actions, monitor
marketing performance and improve the understanding of marketing as a process.

Definition:

According to Philip Kotler, the term ‘marketing’ is a social and

managerial process by which individual groups obtain what they need and
want through creating, offering and freely exchanging product and services of
value with others.

Marketing must also put the rest of the company to be customer oriented and
market driven. Marketing must convince everyone in the company and in its larger
network to create and deliver superior customer value.

Marketing sales and distribution are one of that important concept. Marketing
sales and distribution to reach a target market, that marketer uses three kinds of
marketing sales and distribution. They are communication sales and distribution,
distribution sales and distribution, service sales and distribution. The marketer use
distribution sales and distribution to display sell or deliver that physical product or
services to that buyer or user. The organization uses direct and indirect distribution
marketing. They include distributors, whole sellers, retailers and agents.
Production is made to satisfy the needs of that customer. So it must reach to that
ultimate customer. The way through which goods move from producer to that
customers is known a sales and distributor.

Marketing:
The management process through which goods and services move from concept to
the customer. It includes the coordination of four elements called the 4 P's of
marketing:

(1) Identification, selection and development of a product,

(2) Determination of its price,

(3) Selection of a distribution channel to reach the customer's place, and

(4) Development and implementation of a promotional strategy.

For example, new Apple products are developed to include improved applications
and systems, are set at different prices depending on how much capability the
customer desires, and are sold in places where other Apple products are sold.

In order to promote the device, the company featured its debut at tech events and is
highly advertised on the web and on television.

The Importance of Marketing for Businesses

Marketing is of vital importance to any business. It is the key process of

researching, promoting and selling products or services to your target market. The
bottom line of any business is profit. Profit is largely the result of successful sales.
Marketing is an important business process where you inform, attract and convince
people that your products or services are of value to them.

Without Marketing, many businesses would fail to exist. You could have the most
amazing product or service, but if no one knows it exists or understands the value,
you won’t make a single sale. It’s important that you use marketing to promote
your business, brand and offerings. Without it, how will you make those sales.

Benefits of marketing

1. Increases awareness.

2. Increases sales.
3. Create trust.

Objectives of marketing :
Some of the major objectives of marketing management are as follows:

1. Creation of Demand.
2. Customer Satisfaction

3. Market Share
4. Generation of Profits

5. Creation of Goodwill and Public Image

Nature of Marketing:
The Nature of Marketing (or Modern marketing) may be studied under the
following points:

 Human activity.
  Consumer-oriented.
 Art as well as science.
 Exchange Process.
 Starts and ends with customers.

Scope/Functions of Marketing:

The term scope of marketing can be understood in terms of the functions of the
marketing manager. The major purpose of marketing manager is to generate
revenue for the business by selling goods and services to the consumers. It lies in
insuring the customer needs and converting them into product or services and
moving the product and services to the final user or customer, to satisfy the wants
and needs of specific segment of customers .
Brand

A traditional definition of a brand was: “the name associated with one or more
items in the product line, that is used to identify the source of character of the
item(s)” (Kotler, 2000).

The American Marketing Association (AMA) definition of a brand is “a name,

term, sign, symbol, or design, or a combination of them, intended to identify the
goods and services of one seller or group of sellers and to differentiate them from
those of competitors”

Brand Equity

(Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a
brand’s name and symbol that adds to or subtracts from the value provided by a
product or service to a customer. However, many factors can be attributed to the
value of the brand for example awareness, recall and recognition. Brand equity as a
differentiating factor that can influence consumers’ response to brand’s marketing
activities. In an attempt to define the relationship between customers and brands,
the term brand equity in the marketing literature emerged

There have been different perspectives or considering brand equity; the customer-
based perspectives, the financial perspectives and combined perspectives. The first
perspective of brand equity is from a financial market’s point of view where the
asset value of a brand is appraised (Farquhar, 1991). Customer-based brand equity
is evaluating the consumer’s response to a brand name (Keller, 1993). While this
study focus on the customer based perspectives.
Brand Awareness

Aaker (1991) defines brand or name awareness as “the ability of a potential buyer
to recognise or recall that a brand is a member of a certain product category.”
Therefore it is important that a link between product class and brand is implicated
because the scope of brand awareness is very wide, ranging from an unsure
sensation that the brand name is recognised, to a conviction that it is the only one
in the product class. Brand awareness refers to the strength of a brand’s presence in
the consumer’s mind.

It is a measure of the percentage of the target market that is aware of a brand name.
Marketers can create awareness among their target audience through repetitive
advertising and publicity. Brand awareness can provide a host of competitive
advantages for the marketer. These include the following:

Brand awareness renders the brand with a sense of familiarity.

Name awareness can be a sign of presence, commitment and substance.

The salience of a brand will decide if it is recalled at a key time in the purchasing
process.

Brand awareness is an asset that can be inordinately durable and thus sustainable.
It may be extremely difficult to dislodge a brand that had achieved a dominant
awareness level. Brand awareness is vitally important for all brands but high brand
awareness without an understanding of what sets one apart from the competition
does one virtually no good.
Brand awareness is measured according to the different ways in which consumers
remember a brand, which may include brand recognition, brand recall, top of the
mind brand and dominant brand.

Brand recognition: It related to consumers’ ability to confirm prior exposure to

that brand when given the brand a cue. It requires that consumers can correctly
discriminate the brand as having been previously seen or heard.

Brand recall: Brand recall relates to consumers’ aptitude to retrieve the brand
from memory given the product category, the needs fulfilled by the category or a
purchase or usage situation as a cue. It requires consumers to correctly generate the
brand from memory when given a relevant cue.

Top-of-mind brand: This is the brand name that first comes to mind when a
consumer is presented with the name of a product classification.

Dominant Brand: The ultimate awareness level is brand name dominance, where
in a recall task; most consumers can only provide the name of a single brand.
 NEED FOR THE STUDY

Today costumers are facing a growing range of choice in the different

brands of products and services. They are making their choice on the basis of their
perceptions of brand, quality service and value.

The company has to adopt strategies to keep brand in consumer’s memory.

A strong brand awareness means easy acceptance of new products. An
organization has to measure the level of awareness of the potential customers and
has to adopt different strategies to enhance the awareness level and to identify the
appropriate promotional tool.
Brand awareness is asset which brand managers create and enhance to build
brand equity. It is related to the nature and features of product. It leads to brand
strength which is constituted by measuring the variable like leadership, stability,
Market, geographic, trend, support and protection etc…
Creating brand awareness with the use of advertising, promotion event
management etc… a different brand has different kind of awareness which retains
recognition.
 Brand awareness satisfies a need of the consumer. A consumer as aims,
ambitions, motivation drives and desire. Consumer feels more powerful when he
uses the brand. Satisfactions or preference for a brand shows how loyal the
consumer is likely to be brand.
In todays competitive business scenario where every companies product is
competing with each other retaining loyal customer is an essence for which
increasing the level of brand awarness is very vital.

This study is not concerned only with brand awareness but deals also with other
facts. It includes a wide preview of

 From where did the potential customers come to know about the
product?

 Which media is effective in communicating the message to the

potential customers?

 Did the potential customers feel that the brand is important to

purchase?

 Which attribute of the product drive the potential customer to prefer

the particular product.?

 Did the potential customers felt that the branded product matches their
expectations?
  How the brands influence the market?

 What is the effect of the competitor’s product?

 Are the potential customers satisfied with the brand, price, quality
etc…?

OBJECTIVES OF THE STUDY

 To judge the awareness level of the prospect customer.

 To know how they are aware regarding the product.

 To judge in which way they have developed the awareness.

 To judge which promotional tool is effective to increase the awareness level

among the people.

 To see whether brand awareness influences the buying behaviour or not.

 What factors and variables of brand influence them to purchase.

 To know how to maintain and improve brand awareness and to build

brand loyalty.
 METHODOLOGY OF THE STUDY

The study is conducted empirically using both primary and secondary data.

Primary data was collected with the help of well structured questionnaire.

Around 50 potential customers were surveyed to understand the brand awareness

level of viaya laxmi motors in an around Penugonda.All the persons interviewed

were in the age group above 20years. It has been deliberately decoded to conduct

the survey among this age group because they are the people who are generally

looking ahead for the purchase of a two-wheeler. Many of these persons interested

are either businessmen or professionals; few of them are corporate managers also.

The secondary data is collected from Honda’s website and by going through

their corporate records, brochures and annual reports of the company along with

their newsletters were used to substantiate the information.

 The details about the two-wheeler market are collected from a few

specialized magazines like Auto India etc. to get information regarding the

organization and products.

PRIMARY DATA:-

Primary data has been collected through questionnaires. The questionnaire

was mostly related to the brand awareness towards Mahindra Xylo on different

feature such as the model, price, effectiveness of the brand etc.

SECONDORY DATA:-

Secondary data has been taken from bellow sources:

1. Reports

2. Pamphlets

3. Advertisement

4. Newspapers

5. Internet

SAMPLING:-

The sample of 50 has been chosen randomly from in an around siliguri, the
people residing in an around siliguri are considered as the population for the study.

SAMPLE SIZE:-
 The sample size of 50 is selected randomly. The study requires on in depth

survey and keen observation in collecting data regarding the brand awareness

levels of HONDA.

SAMPLING TECHINIQUE:-

Only simple random sampling technique is adopted in selection the sample.

In this technique, each and every unit of the population has on equal opportunity of

being selected in the sample.

SCOPE OF THE STUDY

 This study mainly focuses on brand awareness.

 Brand loyality, perception and buying behaviour of the respondent can be

studied.

 The purpose of the study is to know the awareness level of HONDA

MOTORS, and I also like to know the factors which influences the

purchasing of the bikes.

 LIMITATIONS OF THE STUDY

Even though the project has been done without modt care, it suffers from the

following limitations :

 Due to lack of time all customers, could not be contracted.

 The study has been restricted to West Godavari district only.

 As the project is simple sample study and is confirmed to 100 customers

only, if may or may not pictures the entire customers feelings.

 The awareness levels of customers may change from time to time and so

there is a possibility of changes in the research results.

 Few customers refused to respond or could not respond appropriately due to

lack of time, ignorance etc.,