BRAND AWARENESS OF AMWAY

Topics: Brand management, Brand, Advertising Pages: 15 (2970 words) Published: December 13, 2013

BRAND AWARENESS
OF

CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION OF THE STUDY
BRAND AWARENESS
Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. While Brand recall is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. It is generally easier to recognize a brand rather than recall it from the memory. There are two types of brand awareness:

1.Aided awareness- This means that on mentioning the product category, the customers recognize your brand from the lists of brands shown. 2.Top of mind awareness (Immediate brand recall)- This means that on mentioning the product category, the first brand that customer recalls from his mind is your brand. PRODUCT PROFILE

AMWAY
Amway is an American multinational direct-selling company that uses multi-level marketing to sell a variety of products, primarily in the health, beauty, and home care markets. Its product lines include home care products, personal care products, jewellery, electronics, Nutrilite dietary supplements, water purifiers, air purifiers, insurance and cosmetics.


1.2 OBJECTIVE OF THE STUDY
The main objective of the project is to
To know how many people are aware of Amway.
To understand the concept of Brand Awareness of Amway.
To find out the reasons for the retention of the Amway.
To know the customer preferences.
To compare the service of “Amway” with that of the other market players. •To find the awareness strategies of the Amway brand.

1.3 NEED FOR THE STUDY
The study was conducted to know the brand awareness regarding Amway of different cellular service providers. This project totally revolves around the opinions and feedback from the users. An opinion survey with the help of questionnaire was conducted to know the users' view on the Amway. The study was also done to estimate the performance of the Amway, and to whether the customers know about different services provided by the Amway. 1.4 SCOPE OF THE PROJECT

This helps to find the impact of the brand name among the customers. •To find how far people are aware and attracted towards the brand names of particular product. •To find the relationship between the quality of the product and its brand names.


1.5 RESEARCH METHODOLOGY
Primary data is collected by preparing Questionnaire.
Questionnaire was prepared and administrated by taking a sample of 100 consumers, which contains different categories of consumers like students, employees etc. •By Systematic sampling, questionnaire was distributed.

1.6 LIMITATIONS OF THE STUDY
The sample size was comparatively very small compared to the population and there are chances that it may not represent the whole population. •The time and cost factors affected the size of the sample. •A few of the questions asked were ranking based and hence there was every possibility of biased user opinion. •There were only three open ended questions, which were comparatively low when compared to the number of the number of closed ended questions in the questionnaire...
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