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A Study of Brand Awareness and Consumer Perception Towards Saffola Fittify and Cocosoul Products

The document analyzes brand awareness and consumer perception of Saffola Fittify and Cocosoul products. It discusses the objectives, methodology, data analysis, findings, suggestions and limitations of the study. Key findings include increasing popularity of organic products and importance of brand awareness and sampling for new products.

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Abhishek gupta
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177 views20 pages

A Study of Brand Awareness and Consumer Perception Towards Saffola Fittify and Cocosoul Products

The document analyzes brand awareness and consumer perception of Saffola Fittify and Cocosoul products. It discusses the objectives, methodology, data analysis, findings, suggestions and limitations of the study. Key findings include increasing popularity of organic products and importance of brand awareness and sampling for new products.

Uploaded by

Abhishek gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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A study of Brand

Awareness and
Consumer Perception
towards Saffola Fittify
and Cocosoul products.
Presented By:- Faculty Mentor
Saurabh Pant Dr. Rajeev Johri
INDUSTRY PROFILE
• Fast-moving consumer goods (FMCG) sector is the
4th largest sector in the Indian economy with
Household and Personal Care accounting for 50 per
cent of FMCG sales in India.
COMPANY PROFILE
PRODUCTS

SAFFOLA FITTIFY COCOSOUL


• Green Coffee • Cold Pressed Virgin Coconut Oil
• Green Tea • Infused Coconut Oil
• Hi Protein Slim Meal Shake • Peanut Coconut Butter
• Hi Protein Meal Soup • Almond Coconut Butter
• Millet Upma and Poha • Coco Spread
• Quinoa Upma and Poha • Coconut Chips
INTRODUCTION

• Brand awareness represents a condition in which the consumer is familiar


with the brand and recalls some favorable, strong, and unique brand
associations. This definition focuses on the individual consumers and the
consumer’s reactions to marketing of a particular product. (Keller, 1993)

• Consumer perception theory is any attempt to understand how a


consumer’s perception of a product or service influences their behavior.
The main objective to study consumer perception is to try to understand
why consumers make the decisions they do, and how to influence these
decisions. (Flamand, 2012)
OBJECTIVES

• To find out the awareness level of consumers towards


Saffola Fittify and Cocosoul products.
• To study the consumer perception towards Saffola Fittify
and Cocosoul products.
• To study of customer satisfaction level towards Saffola
Fittify and Cocosoul products.
REVIEW OF LITERATURE

•It is the consumer who determines what a business is what the customer things he
is buying. The problem undertaken for study purpose is consumer preferences
towards using tooth paste. The present market is the consumer oriented market and
how they are treated as the decisive force. . ( SHANTHI, C.; ASOKAN, P.)
•“The process of marketing communication (promotion) takes consumers through
three stages of responses: perception, attitude and behavior stages” Ace (2001) as
cited in Alcheva et al. (2009, p.22)
•Perception is “the process by which people select, organize and interpret
information to form a meaningful picture of the world” as defined in Adnan and
Khan (2010, p.5) by Kotler and Armstrong (2001).
•Consumers worldwide are becoming conscious about nutrition, health and food
safety (Gil et al., 2000; Chakrabarti, 2010). The shift in consumption pattern of
consumers has led to growth of organic food (OF) market over the past decade.
RESEARCH METHODOLOGY

• Descriptive Research
• Data Source:
• Primary Data (Questionnaire: Feedback from consumers)
• Secondary Data (Company websites)
• Sampling: Convenience Sampling
• Area of Sampling: Spar Hypermart M.G.F Metropolis Mall Gurugram
• Sample Size: 100
DATA ANALYSIS
Are you aware of Saffola fittify & coco soul?
What makes you to buy Coco Soul / Fittify?
How do you come to know about coco soul / fittify
Products?
Which product of Coco Soul do you think is best?
Which product of Saffola Fittify do you think is
best?
Do you think that the products are costly?
Would you refer coco soul & fittify to your friends
and relatives?
Would you continue buying coco soul & fittify products even if price rises?
FINDINGS
•In spite of being a very small segment, study shows that
organic products getting popular in the market and customers
are buying organic products in place of other products.
•The customer base is increasing as Marico products got
visibility in the modern market such as supermarkets and
hypermarkets. Sales of these products are more in modern
markets as in these markets customers explore more products
and chances of impulse buying increased.
•Price of Fittify and Cocosoul products are relatively higher
than that of the competitors’ products, as they are using natural
and organic ingredients, no artificial colour and preservatives
for manufacturing the products. Customer’s feels that the price
should be reduced as buying this much costly product when
other substitute cheaper brands are available in the market.
•Role of sampling in changing consumer buying behavior an
perception towards the new products.
SUGGESTIONS
• There is huge competition from the others established brands like
Organic India , Protein X so it requires doing aggressive advertising,
campaigns, and samplings , so that product should create awareness
and push the sale to target audiences.
• At low budget company can place Fittify and Cocosoul danglers in
concerned retailers outlets. These are very effective marketing
communication as it makes customer’s eyes to see on hanging
danglers. Even at low budget company can stick the products tape to
racks where product is placed that can increase the awareness of
product. Smaller packets of healthier green tea and healthy green
coffee should also be launched, so that customers can try the product.
• Provide the Quinoa Upma and Poha and Millet Upma and Poha in
Cuppa packs so that customers can take the product at the time of
travelling as customers are more focused to buy ready to cook and
ready to eat products. Tie up with airlines and railways.
• Provide the big packs of Peanut Coconut Butter, Quinoa Upma and
Poha, Millet Upma and Poha as the customers are demanding it will
also help the company to increase the sale.
LIMITATIONS
• Small sample size of 70 may not represent the true picture
as it would have been by taking response from entire
population.
• The data that has been collected is limited to just 8 weeks
of on the training.
• Respondents may give biased answer due to some lack of
information about other brands.
• The sample population was only limited to 1 outlet of
Gurugram i.e., MGF Metropolis Mall. This leaves all the
other outlets of Gurugram region, which could give the
other picture of our analysis.
CONCLUSION
• Quality of the products is being appreciated by most of the customers
• High competition from other brand of Green Tea and Protein shake
such as Organic India and Protein X.
• It can be concluded from the research that brand awareness plays a
very important role when it comes to launching new products in the
market.
• Factors affecting consumer perception are:-
a) Price
b) Quality
c) Availability
d) Brand Awareness
• There is a shift in the customers consumption pattern as they are more
inclined towards healthy & organic products.

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