Abstract

Results of a controlled experiment on the role of brand awareness in the consumer choice process
showed that brand awareness was a dominant choice heuristic among awareness-group subjects.
Subjects with no brand awareness tended to sample more brands and selected the high-quality
brand on the final choice significantly more often than those with brand awareness.

Thus, when quality differences exist among competing brands, consumers may "pay a price" for
employing simple choice heuristics such as brand awareness in the interest of economizing time and
effort. However, building brand awareness is a viable strategy for advertising aimed at increasing
brand-choice probabilities.

Brand awareness can be measured by showing a consumer the brand and asking whether or not they
knew of it beforehand. However, in common market research practice a variety of recognition and
recall measures of brand awareness are employed all of which test the brand name's association to a
product category cue, this came about because most market research in the 20th Century was
conducted by post or telephone, actually showing the brand to consumers usually required more
expensive face-to-face interviews (until web-based interviews became possible). This has led many
textbooks to conceptualize brand awareness simply as its measures, that is, knowledge that the
brand is a member of a particular product category. Brand awareness consists of both brand
recognition , which is the ability of consumers to confirm that they have previously been exposed to
your brand, and brand recall , which reflects the ability of consumers to name your brand when given
the product category, category need, or some other similar cue.

Aided awareness occurs when you show or read a list of brands and the person expresses familiarity
with your brand only after they hear or see it.

Top-of-mind awareness occurs when you ask a person to name brands within a product category and
your brand pops up first on the list.

Objectives of the Project

Primary objective: To research whether Brand awareness in Branded PC's affects the sales or helps
the Retailer in making a sale.

The following point would be addressed:

1. Brand Awareness for Branded PC's in consumer minds.

2. Effect on sale.

Secondary objective: To research and see which Brand is ahead in "Top-of-the-Mind Awareness"
among Branded PC's.

The Following points would be addressed:

To check which Brand enjoys the top spot in 'Top-of-the-mind' Brand Awareness.

Impact of the same on sales.

Scope of study

Is to check that does Brand Awareness among Branded PC's affects the sales or creates a specific
image about the brand which helps the Brand in gaining an advantage over the competitors. As the
Research Methodology used for this research would be Personal Interview or Telephonic Interviews
of the Targeted Masses using a set of questionnaires designed to get the response which would help
in achieving the objective of the research. The Limitations faced in this research would be that it
would be constituted on the data gathered from an already decided Target audience, which would be
very small (namely 30-50 consumers). Hence we would not be able to come to a strong
recommendation as the number of the responses would be limited.

However, on the other hand the data gathered would be very accurate and not vague, which would
help us come to conclusion which in turn will help us to reach the objective of this research. The
importance of this market research would be, that it will help us to determine which computer
Brands enjoy different benefits due to their Brand Awareness in the mind of the consumers. Our
research work will help us define how does brand awareness helps the customer to pick or choose
that specific brand and get a clear picture as in is Brand Awareness really important part of the
marketing strategy or is it just a burden on the marketing system.

Brand awareness is an important way of promoting commodity-related products. This is because for
these products, there are very few factors that differentiate one product from its competitors.
Therefore, the product that maintains the highest brand awareness compared to its competitors will
usually get the most sales, our research findings will help us in determining those factors.

We would also be able to gauge which brand enjoys the top spot in "Top-of-the-Mind Awareness"
among Branded PC's Sources and Tools of Data Collection

The data collection phase of marketing research is generally the most expensive and themost prone
to error. In the case of surveys, four major problem arise. Some respondents will not be at home and
must be contacted again . Other respondents will refuse to cooperate. Still others will give biased or
dishonest answers. Finally some interviewers will be biased or dishonest. Getting the right
respondent is critical.

Analyze the Information

The next to last step in the process is to extract finding from the collected data. The researcher
tabulates the data and develop frequency distribution. Averages and measures of dispersion are
computed for the major variables. The researcher will also apply some advanced statistical
techniques and decision models in the hope of discovering additional findings.

Present the Finding

As the last step, the researcher presents the findings. The researcher should present Finding that are
relevant to the major marketing decisions facing management.

Make the Decision

A growing number of organizations are using a marketing decision support system to help their
marketing managers make better marketing decisions.

In our research we would be using the Research Approach of 'Survey Research' with the help of the
Research instrument in the form of 'Questionnaires' and the Contact Method used will be 'Personal
Interview' . Data Analysis

As for growth verticals, education and e-governance were the hot segments for PC penetration and
volumes. In an effort to drive volumes, vendors should adopt Brand Awareness by penetrating the
consumer minds through different marketing channels and also by low-cost pricing policies in these
sectors.
Top 5 Recommendations:

• Companies should use multiple marketing channels to create Brand Awareness among the targeted
segments.

• Retailers should have through knowledge about the Brands and the products they deal
in(sometimes retailers do not provide complete info about the product which in turn drives the
customer to different brand and that creates a negative impact on the Top-of-the-mind Brand
Awareness towards that product).

• Having Live Demos for the particular Brands which do not have enough Brand Awareness among
the masses to make them aware what that Brand offers.

• Retailers should be aware which market audiences their Brands target and should focus all of their
marketing strategies on the same.

• Companies should try and use low-cost pricing policies as cost-effectively as they can.

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