A Study On Brand Awareness of Bigtv

A study on Brand awareness
CHAPTER 1 INTRODUCTION BRAND AWARENESS
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CHAPTER 1 1.1. INTRODUCTION:

A brand is defined as a name, term, sign, symbol (or) special design of these elements that is intended to identify the good (or) service of one seller (or) a group of seller
BRAND AWARENESS:
The likelihood that consumers recognize the existence and availability of a companys product or service. Creating brand awareness is one of the key steps in promoting a product.
Example:
In the soft drink industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic most that prevents competitors from gaining more market share.
1.1.1 TYPES OF BRAND: Product

The most common brand is that associated with a tangible product, such as a car or drink. This can be very specific or may indicate a range of products. In any case, there is always a unifying element that is the 'brand' being referred to in the given case.
Individual product
Product brands can be very specific, indicating a single product, such as classic Coca-Cola. It can also include particular physical forms, such as Coca-cola in a traditional bottle or a can.
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Product range
Product brands can also be associated with a range, such as the Mercedes S-class cars or all varieties of Colgate toothpaste.
Service
As companies move from manufacturing products to delivering complete solutions and intangible services, the brand is about the 'service'. Service brands are about what is done, when it is done, who does it, etc. It is much more variable than products brands, where variation can be eliminated on the production line. Even in companies such as McDonald's where the service has been standardized down to the eye contact and smile, variation still occurs. Consistency can be a problem in service: we expect some variation, and the same smile every time can turn into an annoyance as we feel we are being manipulated. Service brands need a lot more understanding than product brands.
Organization
Organizations are brands, whether it is a company that delivers products and services or some other group. Thus Greenpeace, Mercedes and the US Senate are all defined organizations and each has qualities associated with them that constitute the brand. In once sense, the brand of the organization is created as the sum of its products and services. After all, this is all we can see and experience of the organization. Looking at it another way, the flow also goes the other way: the intent of the managers of the organization permeates downwards into the products and the services which project a common element of that intent.
Person
The person brand is focused on one or a few individuals, where the branding is associated with personality.
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Idividual
A pure individual brand is based on one person, such as celebrity actor or singer. The brand can be their natural person or a carefully crafted projection. Politicians work had to project a brand that is attractive to their electorate (and also work hard to keep their skeletons firmly in the cupboard). In a similar way, rock stars who want to appear cool also are playing to a stereotype.
Group
Not much higher in detail than an individual is the brand of a group. In particular when this is a small group and the individuals are known, the group brand and the individual brand overlap, for example in the way that the brand of a pop group and the brand of its known members are strongly connected. Organizations can also be linked closely with the brand of an individual, for example Virgin is closely linked with Richard Branson.
Event
Events have brands too, whether they are rock concerts, the Olympics, a space-rocket launch or a town-hall dance. Event brands are strongly connected with the experience of the people attending, for example with musical pleasure or amazement at human feats. Product, service and other brands realize the power of event brands and seek to have their brands associated with the event brands. Thus sponsorship of events is now big business as one brand tries to get leverage from the essence of the event, such as excitement and danger of car racing.
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Geography
Areas of the world also have essential qualities that are seen as characterizations, and hence also have brand. These areas can range from countries to state to cities to streets and buildings. Those who govern or represent these geographies will work hard to develop the brand. Cities, for example, may have de-facto brands of being dangerous or safe, cultural or bland, which will be used by potential tourists in their decisions to visit and by companies in their decisions on where to set up places of employment
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1.2 OBJECTIVES OF THE STUDY:
To develop and understand the concept of brand awareness
To identify the different sources of brand awareness among customers
To find out brand awareness of Reliance Bigtv among customers
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1.3 NEED FOR THE STUDY:

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.
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1.4 RESEARCH METHDOLOGY: Marketing Research:

According to American Marketing Association (AMA): Marketing Research is the function which links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of market as a process.
Primary Data:
Those data which are collected at first hand either by the researcher or by someone else especially for the purpose of the study are known as primary data.
Secondary Data:
Any data, which have been gathered earlier for some other purpose, are secondary data in the hands of market researcher. These data may not be suited for the present problem or they may be inaccurate for the research problem.
Surveys:
In marketing research, field surveys are commonly used to collect primary data from the respondents. Surveys can be personal, telephone, by mail, or by diary. It is common practice to use structured questionnaire prepare in advance, to elicit the necessary information from the respondents.
Questionnaire
The communication method, in effect, is the method of designing questionnaire with a view to collect the requisite information. The questionnaire can be classified into four types- non-structurednon-disguised, structured-non-disguised, structured-disguised, and non-structured-disguised.
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Population:
Population is any finite or infinite collection of individuals. It has displaced the term universe. It is practically synonymous with aggregate and does not necessarily refer to a collection of living organism
Sampling Size:
A sample is a part of a population, or a subset from a set of units, which is provided by some process or other, usually by deliberate selection with the object of investigating the properties of the parent population or set. The sample size in this study consists of 100 respondents
Sampling Type:
The sampling type used was convenience-sampling method.
Sampling Method:
The sampling method used was non-probability sampling method
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1.5 LIMITATIONS OF THE STUDY:

The study is restricted only to a particular demography.
The study is concentrated only in Hyderabad area.
The study is restricted only for 30 days of time period.
The study is done only with a small sample size of 100 respondents
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CHAPTER 2 REVIEW OF LITERATURE
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CHAPTER 2
2.1 REVIEW OF LITERATURE: 2.1.1 BRAND AWARENESS:
The likelihood that consumers recognize the existence and availability of a companys product or service. Creating brand awareness is one of the key steps in promoting a product. BuildingConsumerBrandAwareness by Steve French Branding has always been one of the most imperative factors in building a successful business, whether it be foods, supplements, beverages, retail stores or any other consumer product or service. As so, within the world of healthy and natural products, the importance of branding is paramount. Indeed, most of us are aware that branding within the natural products channel is actually a paradoxical statement. It's one of two things--either consumer within this channel do not form the same relationships with brands as do mainstream consumers, or marketers within the channel, due to a variety of factors, have not executed optimal brandbuilding techniques. Research by the Natural Marketing Institute (NMI), entitled The Natural Marketplace Trends Report (NMTR), confirms that brand awareness and related issues are significantly different within the natural products environment. According to the NMTR, based on a nationally project able sample of 1,800 consumer households, overall brand awareness with top natural product brands is relatively low. The average brand awareness level of 53 top natural brands among consumers who shop the natural product channel is 20 percent. As expected, this brand awareness level is 25 percent lower (15 percent) among the general population, a phenomenon driven by the distribution of these brands and the inherent channel niche in which some of these brands operate.
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A study on Brand awareness Understanding this consumer brand behavior is essential to the development of new brands, the continued growth of existing brands and/or the revitalization of "challenged" brands. A brand is a unique identity used to differentiate and identify a product in a meaningful and relevant way to a group of consumers. The product is the physical evidence of a brand that has specific features and attributes. Brand success is measured by consumer loyalty, which requires a consistent delivery of the brand promise. This brand promise is comprised of product benefits and rewards for the consumer. Within the brand it is a carefully crafted brand personality and essence. In summary, without brands, all products and services would be equal with gene refits
2.1.2 4 Ways to grow brand awareness:

Selling Your Brand Building brand awareness is an important part of any marketing or PR strategy. It can be frustrating to do, since unlike a more direct lead-generation campaign, its difficult to measure return on investment. The real value of brand awareness comes from differentiating your business from the herd. Your RFP response will carry more weight if readers are already familiar with what you have to offer. In the end, your efforts to build brand awareness will help your marketing efforts in both the public and private sectors. Many businesses invest in costly print or radio ads to build their brands. If your company isnt ready to lay out that kind of money, here are four alternative branding strategies:
2.1.3 Brand Awareness Strategies:

1. Sponsor a booth at a trade show: While a trade show booth still involves a substantial cash outlay, its a more targeted solution than taking out print ads; it allows you to build brand awareness in a smaller and more specific audience. Going to every trade show and expo in your industry is going to be prohibitively expensive for most companies, so its important to pick and choose wisely. Bigger
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A study on Brand awareness isnt always better if your products fill a specific market niche, going to the biggest expo in the industry might not get you the brand awareness you want. Do your research and choose trade shows that your target audience (government and private sector buyers) will be attending. It wont do you much good if the only people who build awareness of your brand are competitors. Once you choose an event thats right for your company, make sure your logo is cle arly visible on your booth materials. Try to work your unique value proposition into both your display items and any written materials you hand out what makes your company special? Free give-away items like pens or toys are an extra expense, but they also give your customers something to take with them that have your company name and value proposition on it. 2. Give a speech or participate in a panel discussion: Are you an authority on a certain subject? Investigate speaking opportunities for upcoming conferences. Not only will this let you show off your knowledge and expertise, your name and company name will appear in materials given to every conference attendee. As with all conferences, dont forget to network, network, network knowing that your speaking appearance will give you increased visibility and conversation starters. It will also increase the likelihood that your new contacts from the conference will remember you when you follow up with them. If you can speak articulately and intelligently on a topic in your market, you position your company as an authority on that same topic, building brand awareness.
3. Sponsor an online newsletter:

Buying ad space in a popular e-newsletter has some large advantages over print advertising. First of all, the cost is in most cases much lower. Secondly, its easier to track your return on investment most web analytics software will allow you to track how much traffic your newsletter ad drives to your website. Try it out for a month or two; if the ad doesnt get more visitors to come to your site, you can always switch ads or switch newsletters until you find the right mix. Even the readers who click on your ad will still dont see it associated with a publication they trust, which will help them associate your brand with that trust.
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4. Write an article:
Using the same expertise youd apply to your conference speech, consider writing an informative article or white paper. Comment on strategies, industry trends, or impart an amusing business anecdote and the lessons you took away from it. Search for industry publications that allow submissions of bylined articles. Make sure to mention your branding awareness statements in the article, but dont make your article just a sales pitch for your company. Youll have a better chance of being published if you keep it informative and make sure the content will be useful for your audience.
2.2 BRAND AWARENESS TESTING SOLUTIONS:

Knowing where your brand is positioned in the marketplace provides powerful information when it comes to maintaining maximum possible market share through the careful management of this positioning. Carrying out regular brand awareness studies can also provide the necessary data to determine the true value of the brand, which of course directly af fects the organizations financial worth. Using proven questionnaire design techniques that can also include graphics, sound or video media, many aspects of brand awareness can be tested for including:

Brand/product associations Brand preferences Value perceptions Buyer profile variances Positioning vs. competitor brands Brand association with advertising Movement of awareness and positioning following campaigns Market share Questionnaires that follow your preferred look and feel design can be created easily using the intuitive online design tools and Survey Shack can also provide you with ready made response panels of consumers or specialist industrial markets to carry out your brand awareness feedback researchwith.
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2.2.1 BENEFITS OF USING SURVEY SHACK FOR THE BRAND AWARENESS TESTING:
Flexible Survey Platform adaptable to any corporate look and feel design and questionnaires are easily created and modified Assured Impartiality specialist questionnaire design techniques ensures respondents are not influenced in any way Multimedia Content Options increase the effectiveness of the brand study project using graphics, sound and/or video content Fast large numbers of respondents can be accessed with relatively little effort and the data is all collated and reported on automatically
2.2.2 BUILDING BRAND AWARENESS THROUGH TRADESHOWS:

By Susan Friedman
Branding is a basic marketing concept that is designed to set your products/services apart from the competition. By using a particular name, phrase, design, symbol or a combination of these, you can create a unique identity. When choosing a brand name, consider the following five criteria: 1. It should suggest product/service benefits. 2. It should be simple, memorable, and unique. 3. It should fit the image of the company. 4. It should have positive connotations for the target market. 5. It should be easy to pronounce and to pictorialize. Branding is not a sales and marketing gimmick. Instead it refines and defines corporate culture and identity. A brand must have meaning to its consumers, its organization and its employees. Brand is an emotional link between you and your customer. It is what people buy
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A study on Brand awareness when they buy your product or your company. The most important part of a brand's identity is the promise it makes to customers. The essence of branding is simplicity and timelessness. Integrating Brand Awareness into Your Exhibit Program Since exhibiting is a powerful extension of your company's advertising, promotion, public relations and sales function that automatically means it is an excellent way to enhance brand awareness. Everything your company stands for, no matter how large or small, is being exhibited on the show floor. This means there needs to be total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after the show. Here are three important points to consider as you plan to integrate brand awareness into your tradeshow program. 1. Consistency and repetition is vital in creating brand awareness. People buy brands they know and they trust! A brand is a promise that companies make to their customers. Strong branding requires all the levels of communication to agree with one another. 2. Ensure all your marketing and promotions are consistent and that they have your logo, colors, typeface, slogans and characters. Everything you develop should have the same look and feel. 3. Peoples' perception about your company, products, and services is a major factor in their choice of brand preferences and their buying behavior. All perception is subjective and based on experience. Individuals tend to interpret information according to existing beliefs, attitudes, needs and mood.
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CHAPTER 3 COMPANY PROFILE
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CHARTER 3
3.1 COMPANY PROFILE FOUNDERS PROFILE:
Few men in history have made as dramatic a contribution to their countrys economic fortunes .One among them is the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy that is more enduring and timeless. As with all great pioneers, there is more than one unique way of describing the true genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of men, the architect of Indias capital markets, and the champion of shareholder interest. . But the role Dhirubhai cherished most was perhaps that of Indias greatest wealth creator. In one lifetime, he built, starting from the proverbial scratch, Indias largest private sector enterprise. When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling enterprise into an Rs 60,000 crore colossus-an achievement which earned Reliance a place on the global Fortune 500 list, the first ever Indian private company to do so. Dhirubhai is widely regarded as the father of Indias capital markets. In 1977, when Reliance Textile Industries Limited first went public, the Indian stock market was a place patronized by a small club of elite investors which dabbled in a handful of stocks. Undaunted, Dhirubhai managed to convince a large number of first-time retail investors to participate in the unfolding Reliance story and put their hard-earned money in the Reliance Textile IPO, promising them, in exchange for their trust, substantial return on their investments.
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A study on Brand awareness It was to be the start of one of great stories of mutual respect and reciprocal gain in the Indian markets. Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of the greatest growth stories in corporate history anywhere in the world, and went on to become Indias largest private sector enterprise.
CHAIRMANS PROFILE:
Regarded as one of the foremost corporate leaders of contemporary India, Anil Dhirubhai Ambani is the Chairman companies, of all listed Group Reliance
namely:
Communications, Reliance Capital, Reliance Energy and Natural Resources Limited. He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of Information and Communication Technology, Gandhi Nagar, Gujarat. Till recently, he also held the post of Vice Chairman and Managing Director in Reliance Industries Limited (RIL), Indias largest private sector enterprise. Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and was centrally involved in every aspect of the companys management over the next 22 years. He is credited with having pioneered a number of path-breaking financial innovations in the Indian capital markets. He spearheaded the countrys first forays into the overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds.
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Reliance
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A study on Brand awareness Starting in 1991, he directed Reliance Industries in its efforts to rise over US$ 2 billion. He also steered the 100-year Yankee bond issue for the company in January 1997.
He is a member of:
Wharton Board of Overseers, the Wharton School, USA. Central Advisory Committee, Central Electricity Regulatory Commission. Board of Governors, Indian Institute of Management, Ahmadabad. Board of Governors Indian Institute of Technology, Kanpur. In June 2004, he was elected for a six-year term as an independent member of the Rajya Sabha, Upper House of Indias Parliament a position he chose to resign voluntarily on March 25, 2006.
Awards and Achievements

Conferred the CEO of the Year 2004 in the Plats Global Energy Awards. Rated as one of Indias Most Admired CEOs for the sixth consecutive year in the Business Barons TNS Mode opinion poll, 2004 Conferred The Entrepreneur of the Decade Award by the Bombay Management Association, October 2002. Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a global leader in many of its business areas, December 2001. Selected by Asia week magazine for its list of Leaders of the Millennium in Business and Finance and was introduced as the only new hero in Business and Finance from India, June 1999.
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3.2 About the organization:

VISION:
Enriching Organization, Globally, Through Innovative HR Solutions
3.2.1CORE VALUES OF THE COMPANY:
Integrity Dignity Passion Team Work Quality Orientation Growth for all stake holders
3.2.2 ABOUT COMPANY:
Reliance ADA Group is one of the fastest growing diversified groups in the country. With businesses growing at a breathtaking pace across all verticals, one of the critical challenges of the Group would be to recruit, develop and retain competent manpower in the years to come. Reliance HR Services Pvt Ltd was formed in 1st Oct 2007 under the guidance of Mr.Amitava K Ghosh (Head - RHRS) to give end to end Contract staffing solutions for Anil Dhirubhai Ambani Group of Companies (ADAG).Currently we are operating in 13 Circles across India having a work force of more than 20 thousand employees.
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Products and Designation:

Business Products BBCC BBFSA Role TSE Field sales associates TL BBSA BBSE Sales associate Corporate sales executive Customer relationship executive Sales executive RCL CSD CCRM Customer care associatemobile business GEN MIS COORDINATOR ZOP CSD-Customer care CWG GEN MIS COORDINATOR Sales associate Sales executive DST-PP Field sales associate Tele caller TL DST-PP(DATA-CARD) Marketing DATA CARD FOS GEN
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A study on Brand awareness PCO Customer care associate FAB executive GEN Zonal sales executive PCO-FAB FAB executive FAB LEAD FAB officer Field sales associate Shared services Customer care associate GEN OE Wimax Sales associate Sales executive BIG TV DTH Executive after sales FAB executive Office installer Sales executive NICSI NICSI BMS officer Shift engineer Technician Big Music Sales promotion officer Sales executive Business Associate manager Business analyst
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A study on Brand awareness C3 executive Commercial Executive Customer care AssociateBroadband business Customer care AssociateMobile business
FDS RWSL Field sales associate Field sales in charge FOS GEN HR-coordinator IT executive Lead web guide MIS Coordinator OE Relationship officer-PFS Relationship executive Relationship officer-VC business RO Store manager Team leader-Broadband business Team leader-Mobile
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A study on Brand awareness business TL Web guide
RELIANCE ADA Group of Companies Reliance Capital

Reliance Capital is one of Indias leading and fastest growing private sector financial services companies, and ranks among the top 3 private sector financial services and banking companies, in terms of net worth. The company has interests in asset management and mutual funds, life and general insurance, private equity and proprietary investments, stock broking and other activities in financial services.
Reliance Communications Limited

The flagship company of the Reliance ADA Group, Reliance Communications Limited, is the realization of our founders dream of bringing about a digital revolution that will provide every Indian with affordable means of communication and a ready access to information. The company began operations in 1999 and has over 20 million subscribers today. It offers a complete range of integrated telecom services. These include mobile and fixed line telephony; broadband, national and international long distance services, data services and a wide range of value added services and applications aimed at enhancing the productivity of enterprises and individuals.
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Reliance Energy Limited

Reliance Energy Limited, incorporated in 1929, is a fully integrated utility engaged in the generation, transmission and distribution of electricity. It ranks among Indias top listed private companies on all major financial parameters, including assets, sales, profits and market capitalization. It is Indias foremost private sector utility with aggregate estimated revenues of Rs 9,500 crore (US$ 2.1 billion) and total assets of Rs 10,700 crore (US$ 2.4 billion). Reliance Energy Limited distributes more than 21 billion units of electricity to over 25 million consumers in Mumbai, Delhi, Orissa and Goa, across an area that spans 1,24,300 sq. kms. It generates 941 MW of electricity, through its power stations located in Maharashtra, Andhra Pradesh, Kerala, Karnataka and Goa.The company is currently pursuing several gas, coal, wind and hydro-based power generation projects in Maharashtra, Uttar Pradesh, Arunachal Pradesh and Uttaranchal with aggregate capacity of over 12,500 MW. These projects are at various stages of development. Reliance Energy Limited is vigorously participating in emerging opportunities in the areas of trading and transmission of power. It is also engaged in a portfolio of services in the power sector in Engineering, Procurement and Construction (EPC) through a network of regional offices in India.
Reliance Health
In a country where healthcare is fast becoming a booming industry, Reliance Health is a focused healthcare services company enabling the provision of solution to Indians, at affordable prices. The company aims at providing integrated health services that will compete with the best in the world. It also plans to venture into diversified fields like Insurance Administration, Health care Delivery and Integrated Health, Health Informatics and Information Management and Consumer Health.
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A study on Brand awareness Reliance Health aims at revolutionizing healthcare in India by enabling a healthcare environment that is both affordable and accessible through partnerships with government and private businesses.
Reliance Media & Entertainment

As part of the Reliance - ADA Group, Reliance Entertainment is spearheading the Groups foray into the media and entertainment space. Reliance Entertainments core focus is to build significant presence for Reliance in the Entertainment eco-system: across content and distribution platforms. The key content initiative are across Movies, Music, Sports, Gaming, Internet & mobile portals, leading to direct opportunities in delivery across the emerging digital distribution platforms: digital cinema, IPTV, DTH and Mobile TV. Reliance ADA Group acquired Adlabs Films Limited in 2005, one of the largest entertainment companies in India, which has interests in film processing, production, exhibition & digital cinema. Reliance Entertainment has made an entry into FM Radio through Adlabs Radio, having won 45 stations in the recent bidding, which will soon be the Radio station with the largest footprint in India.
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What is DTH?
DTH stands for Direct-To-Home, its a system that allows you to have a personal dish antenna how cable operators do, except its much smaller in size, the antenna can be seen on the top left corner of the blog.
This antenna can be fixed on your terrace and receives transmissions directly from a satellite, hence it is called as a direct to home service.
Imagine a satellite TV service that suits you and your family's interests, passions and busy schedules. Picture all of your favourite channels, shows, and movies at your fingertips it's time to step into the Digital world of entertainment.
Reliance is excited to present the next landmark of TV entertainment in India. With Reliance Digital TV Digital Service, you can experience spectacular entertainment, blockbuster movies, up-to-the-minute news, and your favourite programs at the click of a button. Transform your home with Reliance Digital TV Digital Service, powered by MPEG 4 technology for the first time in India. Reliance Digital TV has fantastic features like pure digital
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A study on Brand awareness viewing experience, more channel choice, many exclusive movie channels, easy programming guide, interactive services, parental control, 24x7 Customer Service and lots more Ensure a never before viewing experience with unlimited hours of fun and entertainment for your entire family.
Reliance BIG TV Limited is a part of Reliance Group.
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CHAPTER 4 DATA ANALYSIS & INTERPRETATION
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1) Age of the respondent:
Age 10 to 20 21 to 30 31 to 40 41 to 50 51 to 60
No of customers 4 54 30 11 1
Age of respondent
60 50 40 30 20 10 0 10 to 20 21 to 30 31 to 40 41 to 50 51 to 60 11 4 1 30 No of customers 54
Interpretation:
From above chart it is understood that 54 % of respondents are of age between 21 -30 , 30% of respondents are of age between 31-40, 11% of respondents are of age 4% of respondents are of age between 10-20 and 1% of respondents are of
between 41-50,
age between 51-60 are using BIGTV.

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2) Occupation of respondent:
Occupation Students Business Employees
No of customers 34 45 21
Occupation
50 45 40 35 30 25 20 15 10 5 0 45 34
21
No of customers
students
business
employees
Interpretation:
From above chart it is understood that 45% of customers occupation is under business and rest 35% are students, 21 % are employees.
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3) Reasons for Brand Preference
Factor Brand image Value for money Availability All the above
No of customers 26 10 25 39
Reasons for Brand Preference

45 40 35 30 26 25 20 15 10 5 0
Factor brand image value for money availability all the above
39
25 No of customers
10
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Interpretation:
From above chart it is understood that 39% of respondent are using BIGTV for brand image , value for money ,availability and rest 26% for brand image , 25% for availability , 10% value for money.
4) Different media awareness on Reliance Bigtv.
Different media
No of customers
Electronic media
25
Print media
By friends / neighbours/relatives
62
Others
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Different media awareness

70 60 50 40 30 20 10 0
62
25 5 8 No of customers
Interpretation:
From above chart it is understood 62% of respondent awareness on BIGTV is through by friends, neighbor, and relatives, 25% is through electronic media rest 5% through print media, and 8% through others.
5) Brand ambassador awareness:
Awareness on brand ambassador
No of customers
Yes
59
No
41
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Awareness of brand ambassador

70 60 50 41 40 30 20 10 0 59
No of customers
Yes
No
Interpretation:
From above chart it is understood that 59% of respondent are aware brand ambassador, and rest of 41% are not.
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6) Usage of BIGTV:
No of years BIGTV usage 0-1yr 2-3yr 4-5yr 5-10yr
Years of BIGTV usage

45 40 42 35
35
30 25 20 15 10 5 0
18
No of customers
0-1yr
2-3yr
4-5yr
5-10yr
Interpretation:
From above chart it is understood that 42% of respondent are using BIGTV from 2-3 years , 35% are from 0-1 year, 18% are 4-5 years , and rest 5% are using DTH from 5-10 years.
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7)Factors which are influence the customer to purchase Bigtv:
Factors Price Quality service Others
Customer influencing foctors

60 50 40 30 20 10 0 Price Quality service Others 10 7 28 No of customers
55
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Interpretation:
From the above chart it is understood that 55% of respondents are using BIGTVfor quality, 28% for service, 10% for price, and 7% for other factors.
8) Reliance Bigtv pricing:
Bigtv price
No of customers
Excellent
38
Good
42
Average
15
Poor
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Bigtv pricing
45 40 38 42
35
30 25 20 15 15 10 5 5 0 excellent good average poor No of customers
Interpretation:
From above chart it is understood that 42% of respondents are feeling BIGTV price is good , rest 38 % are excellent,15% are average, and 5% are poor.
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9) Bigtv DTH advertising:
Advertising Excellent Good Average Poor
Bigtv advertising
50
45
40 35 30 25 20 15 10 5 0
45
30 No of customers 16 9
excellent
good
average
poor
Interpretation: From above chart it is under stood that 45% of respondent are feeling BIGTV
advertising is excellent, 30% are good, 16% is average, and 9% is poor. 42
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10) Quality of Bigtv:
Quality Excellent Good Average Poor
Quality of Bigtv
50 45 40 35 30 25 20 15 10 5 0 45 30 No of customers 9
16
Excellent
Good
Average
Poor
Interpretation:
From above chart it is under stood that 45% of respondent are feeling BIGTV quality is excellent, 30% are good, 16% is average, and 9% is poor.
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11) Suggestions of customers:
Different customer suggestions Upgrade version Adding extra features Improve quality No
Suggessions of customers
60 50 40 30 20 10 0 Upgrade version Adding extra features Improve quality No 6 25 49
20
No of customers
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Interpretation:
From above chart it is understood that 49 % of respondent are suggested that to add extra features ,25% are suggested that to upgrade version ,20% suggested that no suggestions , and rest 6% to improve quality.
12) Attributes which makes the customer to recognize the brand:
Attributes Celebrity
No of customers 35
Good design
10
Quality
48
Publicity
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Attributes
60 50 40 30 20 10 0 Celebrity Good design Quality Publicity 10 7 48
35 No of customers
Interpretation:
From the above chart it is understood that 48% of respondents are recognizing the BIGTV brand by quality, 35% are by celebrity, 10% are by good design and 7% by publicity.
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13) Brand value of Reliance Bigtv:
Advertising Excellent Good Average Poor
Brand value
50 45 40 35 30 25 20 15 16 9 30 No of customers 45
10
5
0
excellent good average poor
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Interpretation:
From above chart it is understood that 45% of respondents are feeling BIGTVs brand value is excellent, 30% are good, 16% is average, and 9% is poor.
14) Do you prefer the same brand again:
Brand preference
No of customers
Definitely
51
Unlikely
23
Possibly
16
No
10
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Brand preference
60 50 40 30 23 20 10 0 Definitely Unlikely Possibly No 51
No of customers
16
10
Interpretation:
From the above chart it is understood that 51% of respondents are definitely prefer BIGTV brand again, 23% are unlikely, 16% are possibly and 10% are not prefer this brand again.
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15)Do you recommend Reliance Bigtv to your friends:
Recommendation for Bigtv Yes No
No of customers 60 40
Customer recommendation
70 60 50 40 30 20 10 0 Yes No 40
60
No of customers
Interpretation:
From above chart it is understood that 60% of respondent are recommend the brand to their friends, and rest of 40% are not.
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CHAPTER 5 FINDINGS SUGGESTIONS
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FINDINGS
54 % of respondents are of age between 21 -30. 45% of customers occupation is business. 39% of respondents are using BIGTV for brand image. 62% of respondents awareness on BIGTV is through friends, neighbours and relatives. 42% of respondents are using BIGTV from 2-3 years. 59% of respondents are aware of brand ambassador. 55% of respondents are using BIGTV for quality. 48% of respondents are recognized the BIGTV brand for quality. 42% of respondents are feeling BIGTV price is good. 45% of respondents are feeling BIGTV quality is excellent. 45% of respondents are feeling BIGTV advertising is excellent 49 % of respondents are suggested that to add extra features to the BIGTV. 45% of respondents are feeling the brand value of BIGTV is excellent. 51% of respondents are definitely prefer the same brand again. 60% of respondents are recommend the BIGTV to their friends.
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SUGGESTIONS
The image of the company should be further improved. Most of the Customers are aware of the Brand through word of mouth communication, other means of promotions should be used to increase the awareness levels. The response for the features of the DTH is average hence the company should focus on it. To make the DTH more attractive certain extra features should be added.
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CHAPTER 6 CONCLUSION BIBLIOGRAPHY
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CONCLUSION:
The awareness levels of the RELIANCE BIGTV Brand is very high among the customers and the awareness factor is mostly friends, relatives etc, i.e. mostly word of mouth communication. The company must take initiatives to increase the awareness levels using other means of promotion. Need to add certain extra features as per the customer requirements.
BIBLIOGRAPHY:
Books: Marketing Management by Philip Kotler Brand awareness.
Journal: Indian Journal of brand awareness Journal of marketing
Web sites: www.google.com www.reliancebigtv.com
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CHAPTER 7 QUESTIONNAIRE
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QUESTIONNAIRE:
1) What is the age of respondent ( ) A.10 to 20 B.20 to 30 C.30 to 40 D.40 to 50 E.50 to 60
2) What is the occupation of the respondent ( ) A.Student B.Business C.Employee D.Other
3) What is the reason for customer to prefer the brand Reliance Bigtv ( ) A.Brand image B. Value of money C. Availability D.All the above 4) Through which media the customer aware of Reliance Bigtv ( A.Electronic media B. Print media ) D.Others
C. By friends/neighbours/relatives
5) Do the respondent aware of Reliance Bigtv ( ) A.Yes B.No
6) From how many years the customer using the Reliance Bigtv brand.? A.0-1 yr B.2-3 yr C.4-5 yr D.5-10yr
7) What are the factors which makes the customer to purchase the Reliance Bigtv ( ) A.Price B.Quality C.Service D.Others 8) What is the customer response on the price of Reliance Bigtv ( ) A. Excellent B.Good C.Average D.Poor 9) How is the advertisement of Reliance Bigtv ( ) A. Excellent B.Good C.Average D.Poor 10) What is the response of the customer on the quality of Reliance Bigtv ( ) A. Excellent B.Good C.Average D.Poor
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A study on Brand awareness 11) What suggestions would you like to offer for the improvement of Reliance Bigtv.
12) What are the attributes which makes the customer to recognize the brand ( ) A.Celebrity B.Good design C.Quality D.Publicity 13) Overall, how would you rate the brand value of Reliance Bigtv ( ) A.Very high B.High C.Low D.Very low
14) If you need same branded DTH service or another similar brand in the future would prefer the same brand again? ( ) A.Definitely B.possibly C.Unlikely D.No
15) Do you recommend the brand Reliance Bigtv to your friends ( ) A.yes B.No
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A Study On Brand Awareness of Bigtv

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A study on Brand awareness

CHAPTER 1 INTRODUCTION BRAND AWARENESS