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A Presentation on The Study of Brand Awareness of Havmor in Ahmedabad City Region

Presented By: Niraj Naik V. M. Patel Inst. Of Management, Ganpat University, Kherva. Presented To: Pratiyogita 2011 M.H.Gardi School of Management C.C.Gardi Institute of Management In Association With Gujarat Technological University

Flow of presentation
Introduction
Porters 5 forces analysis SWOT analysis

Research methodology
Data analysis Findings

Limitation
Suggestions
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Ice cream Industry

Organized Market

Unorganized Market

Mass Market

Tiny Market

Farki, Gocool, Janta

Vadilal. Havmor, Amul, Dairy Den

Baskins n Robins, Kwality Walls

The organized market consists of 70% of the market share of the ice cream industry and the rest 30 % is the unorganized market.
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Porters 5 force Analysis


Buyer Power- High Supplier Power- Low Threat of Substitutes- Moderate

Potential Entrants- Moderate


Industry Rivalry- High

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Havmor Ice cream


Its was founded and established by Shri. Satish Chona in the year 1944 in karachi when India was not divided. By 1947 it became a famous local brand. In 1947 Shri. Satish Chona moved to India and settled in Ahmedabad and established it in Ahmedabad. The recent chairman is Mr. Pradip Chona. Shri Satish Chona made a motto for Havmor Achchai, Sachchai, Safai and Mr. Pradip Chona added Navu Su Che? Today Havmor has 50 main outlets and 12000plus dealers in Gujarat.

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SWOT Analysis
Strength- Good quality and service, Large chain of retail outlets. Weakness- Financial Flexibility. Lack in innovation. Opportunities- Attract the present generation and become a strong regional brand. Threats- High taxes, high overheads and local competition.

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Research objective
Primary Objective
To know the brand awareness of Havmor ice cream in the Ahmedabad city region
Secondary Objectives To get the knowledge that how much consumers know about the havmor products in the different areas of Ahmedabad city. To find out how many people consume Havmor in the different areas of Ahmedabad. To know which ice cream brand is most preferred by consumers in Ahmedabad city To find out the relationship between the demographic factors of respondents and brand awareness of Havmor Ice cream.
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Research methodology
1.Research design-Exploratory design--ConclusiveExploratory 2.Research method-Personal Interview, Telephonic interview 3.Research tool- Questionnaire 4.Data collectionPrimary data From Whom- Consumers of ice cream Secondary data- From internet and employees 5.Sampling procedure Sampling unit- Consumers of Ice cream Sampling size-200 Sampling procedure- Cluster Sampling Area of Research- Ahmedabad- Northeast Area- Ashram Road, Navrangpura, colleges Northwest Area- Sabarmati, Chandkheda, Sahibaug Southwest Area- Isanpur, Maninagar, Narol Southeast Area- Bopal, Paldi, S.G.Highway
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Measures
Brand Awareness Scale- Construct*
The Brand Awareness has been constructed on the following:
- Identity

- Recognition - Recall

Brand Awareness Scale The Brand Awareness scale used in the research is the likert scale. Anchors The anchors used for measuring the brand awareness is 1 to 5 from Strongly Disagree to Strongly Agree.
*Source: Priluck and Till (2010) Comparing a customer-based brand equity scale with the Implicit Association Test in examining consumer responses to brands, Journal of Brand Management vol.17. No. 6, PP. 413-428. Buil, Chernatony and Martinez (2008) A cross-national validation of the consumer-based brand equity scale, Journal of Product & Brand Management vol.17. No. 6, PP. 384-392. V.M.Patel Institute of Management

Reliability Test

Cronbach's Alpha 0.887

N of Items 18

To verify the reliability of the constructs of the questionnaire Cronbach coefficient alpha should be greater than 0.600 that is set by the researcher. Here we get 0.887 which is greater than 0.600, So we can say that the data is consistent in nature and we can rely on the data.
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Data Analysis

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Frequency Analysis
Are you aware of the products of Havmor Icecream?

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Which price range of Ice-cream do you prefer the most?

Recommending Havmor to a friend or associate?

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Hypothesis
H0: There is no any significant difference between the areas of the respondents of ahmedabad city region affecting the brand awareness of Havmor . H1: There is significant difference between the areas of the respondents of ahmedabad city region affecting the brand awareness of Havmor . H0: There is no any significant difference between the gender of the respondents of ahmedabad city region affecting the brand awareness of Havmor . H1: There is significant difference between the gender of the respondents of ahmedabad city region affecting the brand awareness of Havmor . H0: There is no any significant difference between the age groups of the respondents of ahmedabad city region affecting the brand awareness of Havmor . H1: There is significant difference between the age groups of the respondents of ahmedabad city region affecting the brand awareness of Havmor . H0: There is no any significant difference between the monthly income of the respondents of ahmedabad city region affecting the brand awareness of Havmor . H1: There is significant difference between the monthly income of the respondents of ahmedabad city region affecting the brand awareness of Havmor .
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Manova Analysis
Multivariate analysis of Variance (MANOVA) is an extension of analysis of variance (ANOVA) to accommodate more than one dependent variable. It is a dependence technique that measures the differences for more than one dependent variables based on a set of independent variables (Hair, Black, Babin, Anderson & Tatham, 2007). I have taken MANOVA analysis for my research as I wanted to test the brand awareness of Havmor is significantly different across the areas of Ahmedabad City.

I have also taken MANOVA Analysis test as I have more than one dependent variables i.e. brand recognition and brand remembrance.

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H0: There is no any significant difference between the areas of the respondents of Ahmedabad city region affecting the brand awareness of Havmor. H1: There is significant difference between the areas of the respondents of Ahmedabad city region affecting the brand awareness of Havmor.

Multivariate Tests
Effect Area Pillai's Trace Wilks' Lambda Hotelling's Trace Roy's Largest Root

Value
.567 .514 .798 .571

F
2.342 2.479 2.625 5.746b

Hypothesis df Error df 54.000 54.000 54.000 18.000 543.000 534.166 533.000 181.000

Sig.
.000 .000 .000 .000

Result: Null Hypothesis H0 Rejected.

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H0: There is no any significant difference between the Gender of the respondents of Ahmedabad city region affecting the brand awareness of Havmor. H1: There is significant difference between the Gender of the respondents of Ahmedabad city region affecting the brand awareness of Havmor.

Multivariate Tests
Effect
Gender Pillai's Trace Wilks' Lambda

Value .165
.835 .198 .198

F 1.992a
1.992a 1.992a 1.992a

Hypothesis df Error df

Sig.

18.000
18.000 18.000 18.000

181.000 .012
181.000 .012 181.000 .012 181.000 .012

Hotelling's Trace
Roy's Largest Root

Result: Null hypothesisH0 is Rejected.


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H0: There is no any significant difference between the Age groups of the respondents of Ahmedabad city region affecting the brand awareness of Havmor. H1: There is significant difference between the Age groups of the respondents of Ahmedabad city region affecting the brand awareness of Havmor.

Multivariate Tests
Effect Age Groups Pillai's Trace Value .688 F 2.089 2.136 2.179 4.334b Hypothesis df 72.000 72.000 72.000 18.000 Error df 724.000 702.299 706.000 181.000 Sig. .000 .000 .000 .000

Wilks' Lambda .459

Hotelling's Trace

.889

Roy's Largest .431 Root

Result: Null hypothesis H0 is rejected


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H0: There is no any significant difference between the Monthly Income of the respondents of Ahmedabad city region affecting the brand awareness of Havmor. H1: There is significant difference between the Monthly Income of the respondents of Ahmedabad city region affecting the brand awareness of Havmor.

Multivariate Tests
Effect Monthly Income Pillai's Trace Value F .449 1.769 1.808 1.848 3.556b Hypothesis df Error df 54.000 543.000 54.000 54.000 18.000 534.166 533.000 181.000 Sig.

.001
.001 .000 .000

Wilks' Lambda .606 Hotelling's Trace .562

Roy's Largest .354 Root

Result: Null Hypothesis H0 is Rejected


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Manova Analysis Overview


Sr.No 1 Demographic Variable Area Hypothesis Result Null Hypothesis Ho is rejected Null Hypothesis Ho is rejected

Gender

Age groups

Null Hypothesis Ho is rejected

Monthly Income

Null Hypothesis Ho is rejected


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Findings
From the Hypothesis analysis I have concluded that there is significant difference between the areas of Ahmedabad and the brand awareness of Havmor. From the Hypothesis analysis I have concluded that there is significant difference between the Gender of the consumers of ice cream and brand awareness of Havmor. From the Hypothesis analysis I have concluded that there is significant difference between the Age groups of the consumers of ice cream and brand awareness of Havmor. From the Hypothesis analysis I have concluded that there is significant difference between the Monthly Income of the consumers of ice cream and brand awareness of Havmor. From the research done I have found out that in the ice cream industry as per the porters 5 force model the new entrants are low as high capital is required, buyer power is high as there are many purchasers, supplier power is low and the threat of substitutes is also low. From the SWOT analysis we find out that the strength of Havmor is there quality and service but there weakness is financial flexibility and lack of innovations. From the research I have found out that Havmor is preferred after vadilal and Amul when the word Ice cream comes.
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Limitations
The research is being carried out in Ahmedabad regions only. The respondents of the other cities are not being carried out in this survey. Different respondents have different perception so researcher cant predict their perception accurately. Limited number of sample size for the survey as the research has to be carried out in 50-60 days.

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Suggestions
From the hypothesis analysis , I can suggest that Havmor have to provide equal services and products in the different areas of the Ahmedabad City. From the hypothesis analysis , I can suggest that Havmor should provide there distributorship to the grocery shops also as females mostly purchase many things from those shops. From the hypothesis analysis, I can suggest that Havmor should focus on the young generation more as they consider ice cream as a refreshments and prefer it any time around the year. From the hypothesis analysis , I can suggest that Havmor has low price products and most consumers prefer price range of 10 -150 so for the consumers of the middle income they should provide various new schemes. Havmor should increase there promotional activities for making it a strong regional brand. Havmor should bring innovations in their products as per the competitors.
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Thank you
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