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Consumer Perception regarding Brand Awareness and Brand Loyalty
Estimated reading time: 5 minutes, 34 secondsConsumer Perception regarding Brand Awareness and Brand Loyalty regarding to brand image.
What is brand loyalty
Brand loyalty may be a consumer’s preference to shop for a selected whole during a product class. It happens as a result of customers understands that the whole offers the proper product options, pictures or level of quality at the proper value. This perception becomes the inspiration for a latest buying habit. Basically, customers at the start will build a trial purchase of the whole and, once satisfaction, tend to make habits and continue obtaining constant complete as a results of the merchandise is safe and acquainted.
Shortly we are able to say that complete Loyalty is that the consumer’s aware or unconscious call, expressed through intention or behavior, to repurchase a complete regularly. It happens as a result of the patron perceives that the complete offers the proper product options, image, or level of quality at the proper worth.
Consumer behavior is habitual as a result of habits area unit safe and acquainted. so as to make complete loyalty, advertisers should break client habits, facilitate them acquire new habits, and reinforce those habits by reminding shoppers of the worth of their purchase and encourage them to continue getting those merchandise within the future.
Through this study permit United States to examine however we have a tendency to area unit ready to use the only product and services to connect with the purchasers and notice them glad to the extent of making them complete loyal. however we have a tendency to area unit ready to establish and acquire our high valued customers and build an economical strategy to manage their responses and experiences such it helps United States to retain them and build them loyal towards their brands. this is often another question however we will establish complete loyalty and what is going to we have a tendency to tend to try to to to know it? a whole symbolizes an organization.
1.1 Introduction of the Project 7
1.2 The Background of the Study. 8
Chapter 2: Conceptual Review.. 9
Marketing mix of the Head and shoulder shampoo. 10
Evaluating brand’s positioning. 13
Revolves around the benefit 14
3.1 Introduction Clear Shampoo. 14
3.3 Market segmentation strategies. 17
Target marketing strategies. 17
Brands selection parameters. 17
Evaluating brand’s positioning. 18
4.1 Data collection Source. 19
4.7 Field work and Data collection. 20
4.8 Data processing and Data analysis. 20
Data processing and Data analysis. 21
Conclusion, Recommendations and limitations. 36
Project Significance
- To find the relationship between the product quality and customers brand loyalty.
- With respect to the Shampoo, this study will be fruitful to gauge the impact of brand names upon customers.
- With respect to the Shampoo, this study will be fruitful to gauge the impact of brand names upon customers.
- Through this project we shall study that in a variety of ways the customers has satisfaction on branded products.
Data processing and Data analysis
| Option | Description | Frequency | Percentage |
| a | Head & Shoulders | 60 | 50 |
| b | Clear | 60 | 50 |
| Total | 120 | 100 |
This research is for brand awareness and brand loyalty between Head & Shoulders consumers and Clear consumers. The data has been collected from 60 Head & Shoulders consumers and 60 Clear consumers by using quota sampling technique.
| Head & Shoulders Frequency | Percentage | Clear Frequency | Percentage | |
| Twice in a month | 32 | 53.33 | 10 | 16.66666667 |
| Once in a month | 16 | 26.67 | 15 | 25 |
| Once in two months | 7 | 11.67 | 10 | 16.66666667 |
| Occasionally | 5 | 8.33 | 25 | 41.66666667 |
| Total | 60 | 100 | 60 | 100 |
The results show that 53% of consumers have chosen the twice in a month option for Head & Shoulders purchasing. 26% have selected once in a month option and 11% have selected once in two months option for Head & Shoulders brand.
On the other hand, the consumers of Clear have selected 41% for purchasing occasionally, 16% have selected once in two months and 16% have selected twice in a month option.
This shows that consumers of Head & Shoulders are more loyal with their product purchasing and their frequency is more than Clear.
| Head & Shoulders Frequency | Percentage | Clear Frequency | Percentage | |
| Strongly Disagree | 8 | 13.33 | 12 | 20.00 |
| Disagree | 7 | 11.67 | 22 | 36.67 |
| Neutral | 11 | 18.33 | 6 | 10.00 |
| Agree | 20 | 33.33 | 10 | 16.67 |
| Strongly Agree | 14 | 23.33 | 10 | 16.67 |
| Total | 60 | 100 | 60 | 100 |
The results shows that 56% have selected agree (A+SA) option while 24% have selected the disagree option for the given statement that they didn’t search attribute information of the brands they were not aware of for Head & Shoulders.
On the other hand, 56% have selected disagree (D+SD) option while 32% have selected agree option (A+SA) for the statement that they didn’t search attribute information of the brands they were not aware of, for Clear.
This shows that consumers of Head & Shoulders are more loyal with they didn’t search attribute information of the brands they were not aware of.
| Head & Shoulders Frequency | Percentage | Clear Frequency | Percentage | |
| Strongly Disagree | 4 | 6.67 | 16 | 26.67 |
| Disagree | 8 | 13.33 | 12 | 20.00 |
| Neutral | 5 | 8.33 | 5 | 8.33 |
| Agree | 28 | 46.67 | 18 | 30.00 |
| Strongly Agree | 15 | 25.00 | 9 | 15.00 |
| Total | 60 | 100 | 60 | 100 |
The results shows us that 71% of consumers have selected agree (A+SA) option and 19% have selected the disagreed (D+SD) option for Head & Shoulders for the given question that they purchase the same brand within the product class.
On other hand, 45% consumers have selected agree (A+SA) option and 46% have selected disagree (D+SD) option for Clear for the given question that they purchase the same brand within the product class.
This shows that consumers of Head & Shoulders are more loyal with purchasing the same brand within a product class than that of Clear.
| Head & Shoulders Frequency | Percentage | Clear Frequency | Percentage | |
| Strongly Disagree | 10 | 16.67 | 10 | 16.67 |
| Disagree | 22 | 36.67 | 8 | 13.33 |
| Neutral | 6 | 10.00 | 6 | 10.00 |
| Agree | 14 | 23.33 | 24 | 40.00 |
| Strongly Agree | 8 | 13.33 | 12 | 20.00 |
| Total | 60 | 100 | 60 | 100 |
The results show that 52% consumers have selected disagree (D+SD) option while 36% have selected agree (A+SA) option for the given statement that if their referred brand in this product class was not available at the store, it would make little difference to them if they must choose another brand for Head & Shoulders.
On other hand, 60% consumers have selected agree (A+SA) option while 29% have selected disagree (D+SD) option for the given statement that if their referred brand in this product class was not available at the store, it would make little difference to them if they must choose another brand for Clear.
This shows that consumers of Head & Shoulders are more loyal with if their referred brand in this product class was not available at the store, it would make little difference to them if they must choose another brand.
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