BRAND RECALL

ABSTRACT

Nowadays, branded products are consumed almost in every sector by all sections of the
society. A brand name is an assurance by the seller to consumers about the services offered
to them. It reduces a buyer’s risk and makes the decision-making process simpler. Thus, for
companies, branding is very important because not only is it what makes a memorable
impression on consumers but it also allows your customers to know what to expect from your
company. So naturally, brand recall plays a crucial role in getting more customers to stick with
your brand as well as to buy your brand repeatedly. For the purpose of this project which
focuses on brand recall, primary data was collected from twenty-five respondents which was
analysed using SPSS (15.0). The data interpretation was done using the proximity test.

INTRODUCTION

Brand recall is the consumers’ ability to recognise or be aware of the brand within a product
category in sufficient detail to make a purchase decision. This also means that a consumer
can propose, recommend, choose, or use the brand. It is also the degree or likelihood of
instantly remembering the name of the brand if a product or service or any other kind
of brand association comes up. It can be aided or unaided.
Customers are confused by relating to the meaning of the word “brand”. Some of them take
the word brand as the name of a good company, a few think it means a standard product and
other think it means the best product. It is however a qualitative measure of how well a brand
name is connected with a product type or a class of products by consumers.
Companies give a lot of importance in ensuring that the brand recall for their products or
services are high. The first brand name which is recalled from the top of your mind has a
distinct advantage in brand space over the competitors as it has the first chance of evaluation
for purchase by the consumer. If a company has high brand recall, this would mean there are
more chances that while buying the customer will remember it more often and would end up
buying more of the brand. If this cycle continues, repeat purchases would be more.
In this project on brand recall, the respondents were asked to answer questions about
whichever brands came to their mind such as, the brand’s quality, functional utility, reliability,
loyalty, complete awareness and knowledge about the brand and its competitors etc. The
answers from the survey have been statistically analysed and the results have been
interpreted.
PURPOSE
To employ statistical methods of analysis to make an inference about a consumer’s brand
recall based on the information obtained from the surveys collected from the respondents
and to interpret the results of sampling.

METHODOLOGY
The data collected for the project is primary data from the surveys filled out by the twenty-
five respondents. For this study, we will be using the proximity test statistical tool since the
data is ordinal in nature and by using the proximity test, it will help us understand the
correlation of the questions that were answered and how it might have impacted the way
the feel about the brand recalled by them while answering the survey questionnaire.
INFERENCE
The correlation between the likely quality of the brand and its reliability is high at 0.813.
This shows that consumers main reason for liking a particular brand is mainly because of its
superior quality as compared to its competitors. Due to the high quality of the product that
they have purchased today, has led the consumers feel like they can rely on the brand in the
future. It can also be a reference to any loyalty that consumers have feel or have for the
particular brand. For consumers, a brand has to be reliable or dependable. In order for a
brand to be superior in a particular sector, it has to make the consumers feel like they can
achieve or have their needs and wants satisfied by purchasing a product for that particular
brand.
However, there is a negative correlation of -0.536 in difficulty in imagining the brand in your
mind. A negative correlation between two variables means that one variable increases
whenever the other decreases. Interestingly there’s a negative correlation for all the
questions when it comes to difficulty in imagining the brand in your mind.
In the brand’s functional utility, the correlation is the highest at the likely quality of the
brand. It shows that the quality and brand value go hand in hand. A brand cannot be more
popular without having both these factors.
When it comes to consumers having awareness or complete knowledge of the brand, the
correlation is quite low at 0.239. While the consumers might not know or have all the
information about a brand, if the product or service is able to satisfy their wants and needs,
then the brand value for them is high.