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BRAND AWARENESS AND BRAND PERCEPTION OF

CHEWING GUMS IN CONFECTIONERY MARKET


_________________________________________________________________

Ms Vandana Gupta,
Ms Manisha Chowdhury

Abstract

This study emphasizes upon the Brand opened the gates for global trade and
Awareness and Brand Perception of exposure. This has in fact led several
different chewing gum brands in the Indian MNC’s to plan their investment in India’s
Confectionery market and how it influences confectionery market, further changing and
consumers in their purchase decision. The transforming the face and the dynamics of
main purpose of this study is to empirically this particular industry. Lately, the chewing
examine the relationship between brand gum industry is estimated at Rs 1600
awareness, perception and consumer Crores, and a projected growth rate of 25
behaviour with very high data per cent.
representativeness particularly because
chewing gums are a low-involvement As per a latest research report on “Indian
product category. The project studies the Confectionery Market Analysis”, the
variety of perception in different category confectionery market in India is undergoing
of people towards the product, how and many rapid/quick changes in terms of
why they relate to the product. The project ongoing green trends plus dynamic
also aims to portray how different brands consumer behaviour patterns across
stand in the entire brand landscape, how demographics. The latest mall culture in
sensory and experiential attributes related one tier and two tier cities has substantially
to a product category demonstrated via changed the lifestyle of consumers in India
emotional integration in ads wins the vote where there is noticeable growth in
of consumers and also the most important consumer spending is certainly benefitting
factor in brand building. the confectionery industry at the present.
It is interesting to note that with many
Introduction MNC companies entering the Indian
confectionary market the consumers enjoy
In 2009, the confectionery industry of India
the luxury of choosing from among a pool
was ranked 25th and has lately come to be
of brands whereas the companies have to
known as one of the well developed and
face tough competition. However, the
significant food processing sector in the
nation. The reason behind this growth can companies still have a respite because with

be credited to the liberalization which the increase in competition there is also

entered India in 1990’s which suddenly substantial increase the consumer’s per
bought a boom in the economy and capita income with the launch of new

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Brand Awareness

and innovative products with fairly for gaining larger market share and profit
affordable price tags, & creating of brand from the growing confectionery market/
awareness among the potential buyers industry in India. In the subsequent
paragraphs the project report gives a brief
through sales promotion tools like
about major companies in the chewing gum
advertisements and promotional campaigns.
market, and the competitive landscape in
Out of the results of a many research efforts the chewing gums segment, which includes
it has been estimated that in the near future the major brands and its product portfolio.
what will fuel growth in Indian The research, has been specifically
confectionery industry will be the social designed to understand the brand awareness
trend of gifting confectionery products on and brand perception of chewing gums in
festivals and occasions and the country’s confectionery market , primarily analyzes
half the population which comprises of the the brand landscape in the industry and how
untapped rural market. Supported by such exactly the various brands stand in relation
factors, the confectionery market in India is to each other where consumer awareness
projected to grow rather shoot up to a and preference are concerned. At the same
CAGR of at least more than 18% during the time the project highlights the perception
period of 2012-2015. the consumers have formed for various
By and large, the confectionery market in brands. This way, this dissertation report
India can be categorized /segmented into 3 provides an inclusive and in-depth analysis
major segments: Chocolate, the gum market of confectionery market in India with
and Sugar confectionery. These categories respect to chewing gums and which can
are then divided into various other sub- also help the companies to position
segments. This data has been facilitated by themselves more clearly in the mind of the
the researchers who have conducted a study consumers.
on the confectionery market throughout, Awareness and Perception are the two key
category wise and also sub-category wise, variables cum metrics that any company
and have provided market prediction cum would use to measure their brand equity.
forecast (in terms of vol. & value both) up Awareness in simple basic terms is about
till 2015. Out of all the categories and sub the question that “how many people know
categories of the Indian confectionery about my brand?” Usually, awareness is
market, the chewing gum market is
projected to grow at the fastest rate, by
value, in the upcoming years.
It is not surprising that now many domestic
and MNC’s would be fighting and gearing

50
Ms Vandana Gupta, Ms Manisha Chowdhury

measured through mass surveys that ask be a fire alarm.


participants a series of questions like - The alarm is the distal stimulus. “The sound
What brand comes to your mind if you stimulating a person's auditory receptors is
want to buy mobile phone?” This would the proximal stimulus, and the brain's
also show the brand recall value most interpretation of this as the ringing of an
naturally. In general, companies measure alarm is the percept.” Such different kinds
Unaided awareness i.e. percentage of of sensations such as taste, sound, are the
respondents who recall a brand when there "sensory modalities".
is no display of any advertisements or hint Awareness, attitudes, and usage (AAU)
about the brand to the respondents. For top metrics relate implicitly to what is called as
brands like Cadbury, Coke, KFC, the Hierarchy of Effects, an assumption that
McDonalds the awareness will be close to consumers go through three sequential
100%. stages from lack of awareness, to initial
purchase of a product, and then brand
Context of the Study loyalty. In total, these AAU variables allow

The process of perception starts with an companies to track trends in customer

object in the real world, termed as distal knowledge & attitudes.

stimulus or distal object. “By means of Creation of brand awareness is the primary

light, smell, taste, touch, the object objective of advertising at the beginning of

stimulates the body's sensory organs.” any product's life cycle, and has a

Context of study is to explore the significant influence on consumer buying

importance of developing a brand. In this behaviour. Marketers gauge the levels of

report the basic premise is to find out the awareness, depending upon whether the

sensory and experiential attributes involved consumer in a given study is influenced by

in developing perception about the brand at a brand, advertising, product’s category or

the same time evaluate whether usage situation. Typical questions might be

advertisements and brand awareness have "Have you heard of Brand XYZ?" or "What

role to play in perception formation. An e.g. brand comes to mind when you think

could be “a person looking at a burger. The 'laptops'?

burger itself is the distal stimulus. When


light from the burger enters a person's eye Awareness is specifically the percentage of

and stimulates their retina, such stimulation potential customers/consumers who

is the proximal stimulus. The image of the recognize or can name a given brand.

burger reconstructed by the brain of the Marketers usually research brand

person is the percept.” Another e.g. could


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Brand Awareness

recognition on an 'aided' or 'prompted' differentiate between various products in


level, asking questions as, Have you heard the market place. Any brand is called as
of Apple?, they may also measure 'Unaided' strong if it is able to deliver products and
or 'unprompted' awareness, asking services consistently for which the
questions as, Which mobile phone customers are able to build trust and can
manufacturer comes to your mind?. This is rely upon the brand promise being made.
top of mind awareness/spontaneous brand
Brand Equity
recall where only the 1st brand recalled is
recorded. David Aaker, 1991; Neal & Strauss, 2008:
When it comes to business assets and
Literature Review
liabilities, the terms, can’t stay away for
Concept of Branding
long. Of all the assets what matters most
Logo Design works, 2007: The concept of are the ones which are intangible. A
branding is of great significance for business running on the principles where it
marketers as well as the consumers. It is
maintains and augments a loyal customer
through branding that a consumer is able to
base, symbols and slogan to create a recall
differentiate between various available
goods and services available in the market and brand name to develop an identity is a
place. Customers understand brand through business which is actually growing and its
associations and attitude formation and management has a robust plan to survive in
with the easy information available about the future. These intangible attributes
the brands which in turn build their trust strengthen the personality and underlying
with time.
image of the business. It creates the
Dolak, 2003; Kotler & Armstrong, 2004:In
perception of business in the minds of its
today’s time branding is used strategically
customers be it a product or a service.
meaning that they are used to create and
build emotional attachments to products Pitta & Katsanis, 1995: To create brand
and with companies. The modern concept equity a brand manager first lays an
of branding grew out of the consumer environment of brand awareness this is
packaged goods industry and the process of typically done by creating a buzz and
branding has come to include much more advertisement by the help of a number of
than just creating a way to identify a channels. This helps in creating a positive
product or company. brand image which is further enhanced by
Srinvasan, Park & Chang, 2005: Basically walking the talk, which is, giving what is
brands build perceptions in a manner that being advertised.
the consumers are easily able to

52
Ms Vandana Gupta, Ms Manisha Chowdhury

Factors that Influences Brand Equity: presence, substance and commitment. The

The following are the five major factors prominence of a brand will decide if it is

said by Aaker to influence the Brand recalled when the purchasing process

Equity. Brand Equity works similar as begins. Brand awareness studies can be

assets and liabilities of the company. It performed by analysing and measuring

can enhance or reduce and is always different channels such as social media,

floating. market perception, recall as well as

Aaker (1991) originally outlined five market acceptance.

components of brand equity:


These factors can tell us how a brand is
1. Name Awareness: Share of mind. being perceived:
2. Perceived Quality: Seen as better /
best fit for me (functionality, trust, Brand recognition: When a consumer can
long lasting). vividly relate to or confirm relation to
3. Brand Loyalty: Enduring brand to which he or she have previously
preference.
been exposed to then we can say that the
4. Positive Associations:
Sponsorships, admired people using Brand has recognition. It requires that
the product, corporate citizenship. consumers can give for the brand being
5. Other Assets: Trade mark’s, previously seen or heard. Brand recall:
exclusive channels, merchandising
systems. When a consumer can retrieve the name of
Brand Awareness a brand from the memory given the product
Aaker, 1996: Brand awareness refers to the category then we can confirm that the brand
recall a consumer can make about the name recall for the brand exists. It has be exact,
of the brand. Bovee et al, 1995: It is also a for the brand succeeds in creating a recall
measure of the portion of pie (market) that only if the recall is exact.
is aware of the brand name. Stryfom et al., Top-of-mind brand: Given a product
1995: Awareness can be created or classification, the first name which comes
increased depending on the need and to a consumers mind is his top of the mind
brand.
agenda of the company. This is usually
Dominant Brand: The ultimate awareness
done by repetitive advertising and publicity
of the brand when a product category is
campaigns. Brand awareness provides a
announced to the consumer becomes a
number of competitive advantages for the dominant brand.
marketer such as: Therefore the biggest challenge is to build
A known Brand creates an environment of awareness and presence in the market
familiarity for the consumer. Thus, it which is both economic and efficient.
helps in trust building. Brand awareness changes the customer
Name awareness can be taken as sign of perspective and thus can change the

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Brand Awareness

buying decisions. know about a product and company


Aaker & JoaChimsthaler said that associated with it or not. This directly
“People like the familiar and are prepared
corresponds to the public image of a
to ascribe all sorts of good attitudes to items
company and thus sales.
those are familiar to them”
Brand Awareness and Consumer/Brand
Research Methodology and Procedures
Loyalty
Market Research Worldwide, 2009: Brand
Research Objectives:
awareness affects the way consumer loyalty
and decision-making is done by influencing 1. To find out the influence of brand
the creation of strength of brand awareness on the purchase decision of
associations and the brand image created in the consumers
2. To find out the highest brand recall
the mind of consumers through the different
value in terms of frequencies of the
information attached to the brand. These chewing gums available in India
positive adjectives of information play vital 3. To interpret the stimuli of consumers
role in most of the buying decisions. towards the chewing gums
4. To understand the perception of
consumers towards the chewing gums
Studies and research have continuously
5. To gauge the brand loyalty of the
focused on a point that brand loyalty can’t consumers
just be created without brand awareness. 6. To identify the most important factor in
Awareness creating brand differentiation creating brand awareness
will help create an image in the minds of
Research Design
the consumers which in turn forces the
buying decision. Exploratory & Descriptive research – The
research has been carried out through
Awareness is created in different ways; primary exploratory research first in order
companies usually use aided and Unaided to gain first- hand information on brand
awareness. Image and brand marketing awareness and perception of chewing gums
research studies are used to determine the in India and so be able to form a brand
extent to which consumers are familiar and landscape. The exploratory research is
keep a positive opinion about the followed by the causal research which is
company’s products or services. It is an descriptive type. Also, single cross-
evident fact that in industries companies sectional research design is adopted.
with the highest awareness levels also have Sampling Design
biggest market share.
A questionnaire was constructed for the
In the Market Research Worldwide, 2009,
It was clearly mentioned that awareness
levels is a measure whether consumers
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Ms Vandana Gupta, Ms Manisha Chowdhury

survey. A combination of scaling technique therefore becomes : (45% Females &


is used-Likert scale, nominal scale, ordinal
55% males )
scale etc. Some of the questions are open-
ended and some are close-ended. QUOTA 1 - GENDER
Males = 150 * 10/18 = 83.3 = 83
Population & Sampling Technique:
Females = 150 * 8/18 = 66.6 = 67
Sample frame- all the regular chewing
gum eaters
QUOTA 2 - AGE
Sample population- all the regular
0-6 yrs = 13% = 19
chewing gum eaters in NCR (NOIDA)
7-14yrs = 18 % = 27
region
15-64 yrs = 64% = 96
Sampling technique - quasi sampling -
65 and over = 5 % = 8
quota sampling
QUOTA 3 – MULTI–LAYERING in
Sample size - 150
GENDER
0-14yrs - Sex ratio = male
SETTING QUOTA’s:
190,075,426/female 172,799,553 = 52%
• India's population is 1.47 billion in
2014 i.e 1470000000 Cr. males & 48% females = 24M & 22F
• Out of this population, let’s say 10% of 15-64 yrs - Sex ratio = male
the population comprises of chewing 381,446,079/female 359,802,209 = 51%
gum eaters i.e. 14,70,00,000 Cr males & 49% females = 49M & 47F
• Now let’s say every 20th person in the 65 and over = male 29,364,920/female
population frame is a regular chewing 32,591,030 = 61955950 = 47 % males &
gum eater - 14,70,00,000 /20 = 53% females = 3M & 5F
73,50,000 (this is after taking into
account the rural population also) DATA COLLECTION PROCEDURE:

• Sex ratio is 1000 male per 943 females


- Type of Data: Exclusively Primary Data
• Age structure – 2009
- Methods of collecting Primary Data:
0-14 yrs = 31.1% = 31
Questionnaire
15-64 = 63.6% = 64
- Methods for filling questionnaire:
65 and over = 5.3% = 5
targeted at regular chewing gum eaters in
• NOIDA census to understand
the Noida NCR Region
demographics and assign quotas-
Population of Noida in 2011: 642,381
• Out of this population let’s say 10 % of Instruments Used:
the population comprises of chewing The instruments used for the survey are:
gum eaters i.e. 64238.1 - Questionnaire.
• Therefore, regular gum eaters = - MS Excel for charts &
64238/20 = 32,119 diagrams, Frequency analysis
Male - 289,804 and Female - 352,577
Sex Ratio - 822 females per 1000 - SPSS software for relationship
males analysis
• Composition of males and females

55
Brand Awareness

DATA ANALYSIS AND INTERPRETATION

Q1) Rate your awareness about the following chewing gums available in the market.

Interpretation-
Big Babol enjoys good brand reach higher awareness bracket with
awareness in the market with 104 little more advertising efforts. Other
respondents being extremely aware chewing gums like Cool Mint,
about it followed by Center Fresh Doublemint, Juicy fruit, do not enjoy
with 102 respondents being extremely brand awareness at all primarily due
aware. Orbit, Happydent, Center Fruit to lack of advertising efforts reason
and Mentos and Boomer by and a which why people are either only
large enjoy moderate brand awareness slightly aware about them or are
with 68, 59, 55, 49 respondents in the completely not at all aware.
category respectively close enough to

Q2) Which of the following brands' advertisement you have seen / can recall ?

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Ms Vandana Gupta, Ms Manisha Chowdhury

Interpretation - brand’s advertisement recall value


Big Babol has the highest brand for Juicy Fruit, Cool Mint,
recall value with 109 respondents Doublemint and Orbit is negative
having a brand recall for its with 134,132,106,92 respondents that
advertisement followed by Center is majority of them having no recall
Fresh, Mentos, Happydent, Center for the brands’ advertisement.
Fruit, Boomer with 105,102, 87, 86
,80 respectively. However, the

Q3) Complete the sentence - I want my chewing gum to be Ophthalmoception (Sight) –

Interpretation- respondents (57+25) showing an


By and large, respondents prefer unfavourable response towards
a sweet taste in chewing gums the same. On the flip side, tangy
with about 83 respondents flavour is still preferred over the
(40+43) showing a favourable salty taste with about 57
positive response. The respondents (41+16) approving
salty/acidic flavour is not a of the taste.
preferred taste with over 82

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Brand Awareness

Olfacoception(Smell)

Interpretation - with about a 96, 144, 104, 125 respondents


Respondents have given a very positive respectively. This reflects the experience
response to the sensory attribute of smell people wish to have with a chewing gum
with majority of them showing preference which is basically freshness and a sweet
for intense, fresh, menthol and fruity gum substitute for some.

Tactioception (Skin) –

Interpretation - lasting with about a 113 and 124 of


When the sensory attribute of touch them showing a positive response.
is concerned respondents preferred a On the flip side a handful of 28
gum which is easy to chew & long respondents showed a positive

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Ms Vandana Gupta, Ms Manisha Chowdhury

response for a gum which is hard to chew.


Gustaoception (Taste) –

Interpretation – showing a positive response. On the flip


Lastly, in the visual sensory attribute side majority of the respondents showed no
respondents showed preference towards a preference for a gum which looks hard in
gum which is soft in texture and is colorful texture i.e. 122 in number.
with about 133 and 120 respondents

Q4) Assuming that you have seen the advertisement, what do you think is the
dominant theme of the following brands?

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Brand Awareness

Interpretation –
At the aided level i.e. after showing Center fruit ad as utility, Boomer as
the advertisement to the respondents it dynamic, Happydent as health,
was found that majority of the Mentos & Big Babol as creativity,
respondents found the dominant Cool Mint as humor and Doublemint
theme of Center Fresh ad as humor , as utility.
Orbit and Juicy Fruit ad as health,

Q5) Which one of the following chewing gums have you tasted?

Interpretation – are Mentos, Happydent, Orbit with 98, 95


The most consumed gums are Center and 89 respondents respectively. The
Fresh, Big Babol , Center Fruit with least tasted gums are Juicy Fruit, Cool
about 138, 132 and 117 respondents Mint and Doublemint with only 69, 68
tasted them. Moderately consumed gums and 50 respondents.

Q6) Rate the following gums in terms of your liking.

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Ms Vandana Gupta, Ms Manisha Chowdhury

Interpretation – Happydent, Mentos and Orbit with 104,


The most liked chewing gums are 105, 88. Least liked gums are Juicy
Center Fresh Center Fruit and Big Babol Fruit, Boomer, Coolmint and
with about 135, 126 and 130 number of Doublemint with 57, 47, 69 and 52
respondents showing their liking respondents liking them.
respectively. Moderately liked gums are

Q7) If your favorite gum is not available then do you easily settle for or buy
some other gum available at the shop?

Interpretation – category and products are perfect substitute


As many as 90 respondents do not exhibit of each other. Also because the product
brand loyalty in the preference of their cycle is small people don’t really bother
chewing gums and are willing to much and buy what is available on
compromise and buy some other brand occasion.
particularly because it is a low-involvement

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Brand Awareness

Q8) Complete the sentence - I eat chewing gum because

Interpretation – exams and boosts confidence in social


Respondents eat chewing gums because interactions. This displays the pattern of the
they find it relaxing, a quick mouth experiential attributes associated with the
freshner, can curb hunger pangs, helps to gum industry as a way to study the
reduce double chin, keeps mind alert during consumer perception.

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Ms Vandana Gupta, Ms Manisha Chowdhury

Q9) Rate the importance of the following parameters when you buy a chewing gum

Interpretation – respondents in that category. Brand and


Taste is an extremely important advertisement holds a neutral importance
parameter in the selection of a particular with 53 and 58 number of respondents
brand of gum by the respondents with as respectively. Price is the least important
many as 109 respondents in the favour of factor particularly because the gum
it. Parameters like Packaging, Colour are industry offers products which are priced
moderately important with 74 and 70 very low.
Q10) Do you think celebrity endorsement would influence your purchase decision?

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Brand Awareness

Interpretation –
Very clearly it can be inferred that respondents with over 104 of them saying
celebrity endorsement doesn’t effect the a No and the rest 46 saying Yes.
purchase decision of the majority of
Q11) Do you think chewing gums really hold their properties?

Interpretation –
It is implicit that there is a close tie betweengums hold their properties like teeth
the opinions regarding gum properties whitening agents, freshness agents etc and
where 76 of the respondents believe that the rest 74 believe that the gums have all
artificial agents and fake it all.
Q12) If given an option then which of the following chewing gum would you prefer?

Interpretation –
In today’s time when people are so health conscious it is important to study their perception

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Ms Vandana Gupta, Ms Manisha Chowdhury

about chewing gums also and it has been observed that people prefer
sugar-free gums. However, it depends upon personality symbol or a superficial dreamy
the age as people over 35 years of age character they want to be like, additional
prefer sugar-free gums although by and premiums such as a tattoo, a toy,
large people are ready to compromise. redeemable points, masks, and other offers.
Some of them they related to the ad because
the cast in the ad were children or their
Q5) Which advertisement can you relate
voice overs which made them build an
the most with yourself and why?
instant relation to them.
This was an open – ended question
providing qualitative insight into the The youth relate to the advertisement of
preference people generally build for a brands like Center Fresh and Mentos
particular chewing gum on the basis of their because they find the advertisement cool,
relativity to the product’s advertisement. humorous, fun , dynamic, entertaining, slice
of life, smart, intelligent and the likes which
It was found that people like an in their perception is a trait of their own
advertisement based on the sensory and personality. Some of them also related to
experiential values displayed in the Double Mint ad featuring Katrina Kaif and
advertisement which directly or indirectly the confidence one gets after eating it. Yet
promises to deliver to customers’ some others could relate to gums like happy
satisfaction of their individual objectives dent, cool mint , orbit primarily because
which differs upon parameters such as they are sugar-free and ensures dental health
personality, demographics. Now, this is easily.
usually done through emotional integration
wherein ads portray a character that is Lastly, the responses of age old people were
shown reaping the benefits out of the varied. Many of them related to Center
product. Fresh ad not because it is funny, smart,
intelligent etc but because the frequency of
It was observed that different age groups ad is greater in comparison to other ads and
had different reasons for relating to a they feel that indirectly that means that it is
particular advertisement. the most popular, most tried brand in the
gum market in India. Some other obviously
By and Large, children relate to the
related to sugar – free gums like Happy
advertisement of brands like Big Babol and Dent and /or Orbit for health reasons.
Boomer primarily because they are
animated and coloured, involve a

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Brand Awareness

DEMOGRAPHICS

AGE GROUP FREQUENCY


0-12yrs 23
13-19yrs 23
20-39yrs 76
40-50yrs 20
60yrs & above 8
Table 4.1

AGE GROUP MALE FEMALE TOTAL


0-12yrs 12 11 23
13-19yrs 12 11 23
20-39yrs 39 37 76
40-50yrs 10 10 20
60yrs & above 3 5 8
TOTAL 76 74 150
Table 4.2

HYPOTHESIS TESTING chewing gums available in the market-


Null Hypothesis –Advertisement of Center Center Fresh * Which of the following
Fresh has no impact on Brand Awareness brands' advertisement you have seen ?-
Alternate Hypothesis - Advertisement of Center Fresh Cross tabulation
Center Fresh has an impact on
BrandAwareness
Chi-square test (Between Q1.1 and Q2.1)
Rate your awareness about the following
Which of the following
brands' advertisement you
have seen / can recall ? -
Center Fresh
Yes No Total

Rate your awareness Somewhat


3 9 12
about the following Aware
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Ms Vandana Gupta, Ms Manisha Chowdhury

chewing gums available Moderately


in the market- Center 20 16 36
Aware
Fresh
Extremely
82 20 102
Aware

Total 105 45 150

Chi-Square Tests

Asymp. Sig.
Value Df (2-sided)

Pearson Chi-Square 20.394a 2 .000


Likelihood Ratio 19.339 2 .000
Linear-by-Linear
20.182 1 .000
Association
N of Valid Cases 150

a. 1 cells (16.7%) have expected count less than 5. The


minimum expected count is 3.60
Table 4.3

Interpretation – As the value obtained is be inferred that advertisement affects the


less than 0.05 at 95% confidence interval brand awareness of center fresh.
the null hypothesis is rejected. So it can

HYPOTHESIS 2
Null Hypothesis –Advertisement of Cool
Mint has no impact on Brand Awareness
Alternate Hypothesis - Advertisement of
Cool Mint has an impact on Brand
Awareness
Chi-sqaure test (Between Q1.9 & Q2.9)
Rate your awareness about the
following chewing gums available
in the market- Cool Mint * Which
of the following brands'
advertisement you have seen / can
recall? - Cool Mint Cross tabulation

67
Brand Awareness

Which of the following


brands' advertisement you
have seen / can recall ? -
Cool Mint

Yes No Total

Rate your awareness Not at all aware 0 32 32


about the following
Slightly Aware 6 42 48

chewing gums available Somewhat


in the market- Cool 5 13 18
Aware
Mint
Moderately
4 16 20
Aware

Extremely
3 29 32
Aware

Total 18 132 150

Chi-Square Tests
Asymp. Sig.
Value Df (2-sided)

Pearson Chi-Square 10.039a 4 .040


Likelihood Ratio 12.709 4 .013
Linear-by-Linear
1.598 1 .206
Association
N of Valid Cases 150

a. 4 cells (40.0%) have expected count less than 5 the minimum


expected count is 2.16. Table 4.4

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Ms Vandana Gupta, Ms Manisha Chowdhury

Interpretation – rejected. So it can be inferred


As the value obtained is less that advertisement affects the
than 0.05 at 95% confidence brand awareness of Cool Mint.
interval the null hypothesis is

HYPOTHESIS 3
Null Hypothesis –Consumption of Center Fresh has no impact on liking
Alternate Hypothesis –Consumption of Center Fresh has an impact on liking

Chi-square test(Between Q6.1 & Q7.1)


Which one of the following chewing gums have you tasted? - Center Fresh *
Rate the following gums in terms of your liking - Center Fresh Cross tabulation

Rate the following gums in terms of your liking - Center


Fresh

Extremely
Dislike Neutral Alike Alike Total

Which one of the Yes 2 7 56 73 138


following chewing
No
gums have you tasted? - 1 5 6 0 12
Center Fresh

Total 3 12 62 73 150

Null Hypothesis –Consumption of Center Fresh has no impact on


liking Alternate Hypothesis –Consumption of Center Fresh has an
impact on liking
Chi-square test (Between Q6.1 & Q7.1)
Which one of the following chewing gums have you tasted? - Center Fresh *
Rate the following gums in terms of your liking - Center Fresh Cross tabulation

Rate the following gums in terms of your liking - Center


Fresh

Extremely

Dislike Neutral Alike Total

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Brand Awareness

Which one of the Yes 2 7 73 138


following chewing
No
gums have you tasted? - 1 5 0 12
Center Fresh

Total 3 12 73 150

Chi-Square Tests

Asymp. Sig.
Value Df (2-sided)

Pearson Chi-Square 27.681a 3 .000


Likelihood Ratio 24.087 3 .000
Linear-by-Linear
22.828 1 .000
Association

N of Valid Cases 150

a. 4 cells (50.0%) have expected count less than 5. The minimum


expected count is .24
Table 4.5.

Interpretation –
As the value obtained is less than be inferred that consumption of
0.05 at 95% confidence interval the Center Fresh has an impact on liking.
null hypothesis is rejected. So it can
HYPOTHESIS 4 Chi-square test(Between Q6.10 &
Q7.10)
Null Hypothesis –Consumption of Which one of the following chewing
Doublemint has no impact on liking gums have you tasted? - Double Mint *
Rate the following gums in terms of
Alternate Hypothesis –Consumption of your liking - Double Mint Cross
tabulation
Doublemint has an impact on liking

Rate the following gums in terms of your liking - Double Mint

Extremely Extremely
Dislike Dislike Neutral Alike Alike Total

Which one of the Yes 1 12 11 19 7 50


following chewing gums No
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Ms Vandana Gupta, Ms Manisha Chowdhury

have you tasted? - 3 31 40 24 2 100


Double Mint
Total 4 43 51 43 9 150

Chi-Square Tests

Asymp. Sig.
Value Df (2-sided)

Pearson Chi-Square 14.150a 4 .007


Likelihood Ratio 13.793 4 .008
Linear-by-Linear
7.989 1 .005
Association
N of Valid Cases 150

a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 1.33.
Table 4.6

Interpretation – null hypothesis is rejected. So it can


be inferred that consumption of
As the value obtained is less than Doublemint has an impact on
0.05 at 95% confidence interval the liking.

HYPOTHESIS 5
Null Hypothesis–Gender has no impact on the choice of taste
Alternate Hypothesis- Gender has an impact on the choice of taste

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Ms Vandana Gupta, Ms Manisha Chowdhury

T test

Between Q3.1,Q3.2,Q3.3 & Q15

Independent Samples Test

Interpretation – is rejected. So it can be inferred that gender


As the value obtained is less than 0.05 at has an impact on the choice of taste.
95% confidence interval the null hypothesis

CONCLUSION & between the brand advertisement and brand


RECOMENDATIONS awareness, consumers will buy only those
chewing gums which are advertised and
In line with the objectives set at the
consumers are aware of it and can recognize
beginning of the research the following
findings and conclusions can be made: in the market place. Therefore one can say
that brand awareness does have an impact
Firstly, through the SPSS analysis it can be on the purchase decision of the consumers
inferred that since there is a relationship Secondly, the highest brand recall value is
again dependent upon advertisement. Brands
72
Ms Vandana Gupta, Ms Manisha Chowdhury

like Center Fresh, Big Babol, Center Fruit, their preferred brand in its absence at the
Happydent and Mentos enjoy a high brand shop.
recall value particularly because they have
consistently aired their advertisement in the Sixthly, it has been also found that there is a
relationship between the brand
eyes of the consumers and have captured advertisement and the chewing gums tasted
their minds through their own unique by the consumer and the latter further has a
positioning strategy. correlation with the liking the consumer
develops. Therefore, it can be concluded that
Thirdly, there were two different attributes brands advertisement are vital as they
studied in the questionnaire primarily motivate consumers to buy the product and
sensory attributes and experiential attributes. in turn make them develop their preferences
in the competitive landscape.
The sensory attributes were divided into Lastly, the most important parameter n the
taste, smell, vision and touch. It was purchase decision of consumers where
observed that respondents preferred a chewing gums are concerned is primarily
sweet taste, a fruity, fresh, intense smell, the taste followed by packaging and colour.
easy to chew and long-lasting feeling and Parameters such as advertisement, brand
colourful and soft in texture chewing gum. and price have a neutral importance though.

The experiential attribute was studied by Therefore, in light of the above discussion it
understanding the gap between the can be concluded that brand advertisement
advertisement themes of different brands has a very crucial role in developing brand
and the consumer perception about the awareness and brand perception in the mind
same. The theme of an advertisement seeks of the consumers. It is primarily through
to communicate the experience the advertisement that a brand communicates
and sends message to its target market and
consumer will have after consumption of a
the consumer picks up these messages and
particular chewing gum.
forms a perception about the brand. Now,
whether the perception formed by the
Brands like Center Fresh, Center Fruit,
Mentos Big Babol, Orbit, Happydent are consumers is right or wrong depends upon
able to communicate their themes the positioning strategy of a company.
successfully ranging from fun & humorous
attitude to utility, creativity and health The chewing gums brands which are
consumers are by and large aware about
Fourthly, through a direct utility analysis of are Center Fresh, Center Fruit, Big
the perception of chewing gums it was found Babol, Orbit, Happydent and Mentos. All
that respondents buy chewing gums because these brands have been successful in
they find it relaxing, a quick mouth/breath developing the right brand perception
freshner, curbs hunger pangs, keeps mind also for the category chewing gum in the
alert and boosts confidence. These are some confectionery market.
of the other experiential attributes consumers
seek to experience.
Fifthly, chewing gums are priced very low
and is a low involvement theory therefore it
was found true that the brand loyalty is very
low and consumers easily compromise upon

73
Brand Awareness

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