Académique Documents
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Report
Brand Conscious
Society
Presented To
Prof. Fauzia Ali Hadi
Presented By
Ayesha Qazi Roll no.630
Kasha Iftikar Roll no.636
Mydaa Toheed Roll no.642
Rabia Arshad Roll no.634
Saba Sadia Roll no.601
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Acknowledgements
Firstly we bow our heads before Almighty Allah for the completion of this project.
We feel pleasure to express our gratitude to our parents and our respectable instructor,
Prof. Fouzia Ali. Without her kind understanding, guidance and valuable suggestions,
Special thanks to all those people who with the help of those, we have been able to
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Table of Content
ABSTRACT.....................................................................................................................................................4
INTRODUCTION..........................................................................................................................................4
PROBLEM......................................................................................................................................................5
STATEMENT OF HYPOTHESIS................................................................................................................5
NULL HYPOTHESIS...........................................................................................................................................6
ALTERNATIVE HYPOTHESIS................................................................................................................................6
AIMS & OBJECTIVES.................................................................................................................................6
THEORETICAL/CONCEPTUAL FRAME WORK..................................................................................7
DESIGN OF QUESTIONNAIRE................................................................................................................................7
MEASUREMENT TECHNIQUE................................................................................................................................7
CONCLUSION....................................................................................................................................................8
RECOMMENDATION...........................................................................................................................................8
RELEVANT LITERATURE.........................................................................................................................8
RESEARCH METHODOLOGY................................................................................................................12
NATURE OF DATA..........................................................................................................................................13
SOURCE OF DATA...........................................................................................................................................13
THE RESEARCH INSTRUMENT...........................................................................................................................13
SAMPLE TECHNIQUES......................................................................................................................................14
SAMPLE SIZE.................................................................................................................................................14
ANALYSIS OF DATA........................................................................................................................................14
DEFINITION OF VARIABLES.................................................................................................................14
SEQUENCE OF ACTIVITIES...................................................................................................................15
RESULTS......................................................................................................................................................16
FINDING.......................................................................................................................................................37
THEORY.......................................................................................................................................................37
CONCLUSIONS...........................................................................................................................................38
RECOMMENDATIONS.............................................................................................................................39
APPENDIX....................................................................................................................................................40
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Abstract
Brand consciousness is more than simply an awareness or preference for brand names. It
is the understanding that brand names, in general, have personal relevance or value in that
they serve as a signal of functional or symbolic value. In the Pakistan, the importance of
brand names is well established. However, there is little understanding of the importance
Introduction
Brands are everywhere. There is no denying that corporations have taken the marketing
of brand names very seriously. Billions of dollars have been spent trying to impress
Branding seems to be the key ingredient of every design; a company with a great brand
reflects a great identity. In today's brand conscious society, a company's logo and brand
styling are more important than ever. They are the interface between a business and its
clients, and speak volumes to potential new customers. A logo can have one brief
opportunity to make an impact and deliver its message, and can make all the difference in
creating and sustaining customer confidence, and developing brand strength. Brand
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If we need to define brand consciousness it would be like the consumer is aware that
Coca-Cola is a cola, - and we could say, -they have a positive impression of the brand.
Brand consciousness is more than simply an awareness or preference for brand. There are
concerned about the impression they make on others. They are more likely to be
concerned about physical appearances and fashion. They are also more compliant with
Thus there is a difference in brand consciousness between self-conscious teens who more
highly value peer approval, than those who do not. Self-conscious consumers who are
brand conscious will most likely have a negative attitude towards counterfeits of luxury
brands. Building a campaign around a well-known product like Lifebuoy can be effective
precisely because even the world’s poorest citizens can be “brand conscious".
Problem
Some customers today are extremely brand conscious. Why do they need or want those
branded items? Do they really love the items or they just want people to love what they
have?
Statement of Hypothesis
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“Hypothesis is a solution tentative/temporarily in nature, the truth or failure of
The statement of the hypothesis, for which the research is conducted, is as follows:
Null Hypothesis
Alternative Hypothesis
The main objective of the research study was to ascertain about the market position of
branded products, see whether people are buying them or not and if yes then what main
reasons are forcing them to buy branded products instead of the local ones.
By having a research background of branded products we can say that people much
prefer it due to its high quality, high competition, high advertisement and attractive
design. Its major competitors are local producers which do not have strength upon their
quality & Goodwill. Advertisement policies of the branded products are too strong.
6
Theoretical/Conceptual Frame Work
The procedure which will be followed by us in this term report is simple. As the topic of
our term paper has already been discussed above, the core concept of our term paper is to
measure brand consciousness in our society keeping it in view the conceptual frame work
is subsequent.
• Questioner/Interview
• Measurement
• Conclusion
• Recommendations
Design of questionnaire
The questionnaire will be prepared to measure the brand consciousness among our
society members. We will have a questionnaire in which there are different questions
regarding brands and what our society thinks about them. People from different walks of
life were the respondents of this research and both genders were included in it.
Measurement technique
The situational questionnaire will consist of five options (strongly agree, agree, neutral,
disagree and strongly disagree) ranging from 5 to 1 ... 5 for strongly agree and 1 for
strongly disagree. If someone will tick the strongly agree of any attribute it mean that
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attribute is more likely present in that student. Based on the Wight/score (from 1 to 5) we
will note down the answers of the questions and then we’ll see the percentage of people
Conclusion
from measurement phase we will give conclusion based on results. We will compare it
Recommendation
There is always a space for improvement. In light of conclusion we will suggest some
ways in which there can be a positive impact of brand consciousness on our society
Relevant Literature
The rapid growth of the fashion industry in Pakistan has triggered the mushrooming of
franchises of foreign brands within the country, adding to brand diversity and a surfeit of
product variety.
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LAHORE: At least two-dozen international brand outlets are doing robust business in the
city with their summer collections, and the trend is expected to attract another five
international brands to invest in the city, owners of brand outlets told Daily Times.
handbags, shoes, cufflinks, ties and suits say the business has never been better. The
outlets are mostly situated on MM Alam Road, Gulberg Main Boulevard and in the
Defence Housing Authority (DHA).The shopkeepers told Daily Times that the country’s
economic slump did not affect them much because their number of customers had not
fallen. They said that because they sold branded items, their ‘brand-conscious’ customers
always returned. “Lahoris are very brand conscious,” said Farhan Nadeem, the manager
of a Slazenger outlet on MM Alam Road. He said buying branded items gave people the
satisfaction of buying good-quality products. Since most brands had become status
products have become part of their lives and they cannot go anywhere without them,” he
said.
“We have lot of expensive products and people buy them without caring how much they
cost. They prefer comfort and satisfaction over the cost,” said Farrukh.
Muhammad Azeem, the manager of the Ammar Belal designer wear outlet. He said
young men mostly bought expensive cufflinks and glasses, elderly men went for watches,
ties and shoes, while women’s favourite buys included shoes and handbags.
Amina Ahmad, a shopper in Gulberg, said, “I buy branded shoes and bags because they
are of the best quality and are most comfortable.” Arsalan, a young boy buying Nikes,
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said, “I buy branded products because I don’t get satisfaction from buying unbranded
things.”
said that people who want good quality products always go for the best products
available. Fashion designer Bee Gee, a pioneer of designer fashion in Lahore, said that
people buy branded products because such products help them maintain a high status in
society.
Shazia Khalid, a psychologist at Punjab University, said that people who wanted to keep
their ‘status’ above the rest chose branded items to convey a message without having to
say it out loud. She said that this trend had created a brand new community of people
Ever wondered why popular apparel brands like Van Huesen, Louis Phillipe and Park
Avenue appeal to people who seek intimacy in relationships? Well, the answer lies in
their upbringing, says a new study.A team, led by Indian-origin researcher Vanitha
Swaminathan of Pittsburgh University, has found that people's relationship styles can
affect their brand choices to a large extent, the 'Journal of Consumer Research' reported.
"Depending on the nature of the relationship between the infant and caregiver, an
person's view of self is positive or negative; whereas the avoidance dimension is based on
the extent to which the view of others is positive or negative," according to the
researchers.
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In fact, according to them, anxiously attached individuals are more influenced by "brand
personalities", the idea that a brand possesses human-like traits, like sincerity or
excitement. "Because of a low view of self, anxious individuals use brands to signal their
ideal self-concept to future relationship partners and therefore focus more on the
In their study, the researchers tested participants to determine their attachment styles.
Then they asked about their desires for "sincere" versus "exciting" products to reach the
conclusion. "This research points out an interesting but counterintuitive finding: Brand
personality can be most useful for forging consumer-brand connections with consumers
who tend to enjoy such deep connections in the interpersonal context," the researchers
said.
For those with a penchant for shopping, Karachi's malls and shopping centres are a
blessing. With so many places to choose from, Karachiites are spoilt for choice, though
many prefer one over the other for their own reasons and the uniqueness each place has
Whoever said money can't buy happiness probably didn't know where to go shopping.
Karachi's landscape, which is dotted with many shopping centres, could provide much
relief in form of retail therapy to those seeking it. Shopping centres such as Saddar, Tariq
Road, Zamzama, Zaib-un-nissa Street, Hyderi and Water pump are popular for extreme
shopping binges. Karachi's malls on the other hand; Park Towers, Forum, Millennium
Mall and Dolmen Mall, attract hoards of people, not all of them looking to shop. Most
people just enjoy hanging at the malls. Come heat, rain or power breakdown, Karachiites
find refuge at the malls. This is not to say mall enthusiasts don't shop. Avid customers
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head out to malls to browse at their favourite stores, with a growing variety of brands
available at all of them, from groceries and electronics to designer clothes; these malls
They may argue that there is really a point in having branded clothes, as they might not
want to look like cheap in other people's eyes if the clothes are not of a real brand. Or
they might be quality conscious, getting the branded ones also for the quality of the
materials or the uniqueness of their pieces, as if the brand were a promise of quality.
Hmm, branded items do ensure quality to a certain extent. Maybe with a brand attached
to you, you can be more certain that the products will not spoil after a short period of
time, unlike the cheap stuff you find along the side of the streets. But I think most people
take branded things as a status symbol and they just wear brands to show off like walking
billboards. Brands are not only on the surface, but also a way of flaunting their wealth to
others. The main factor behind what makes brands dearer is that they keep up with the
current trends and are also a means of elevating your social status. Of course, among
those who are brand conscious, some are not blind brand followers.
Research Methodology
It is a plan of what data to gather, from whom, how and when to collect the data, and how
Main and major method, regarding this research, for the collection of the raw material is
by the means of questionnaires, personal interviews and published annual audited report..
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We distributed hundred questionnaires to different categories of people included in the
Nature of Data
The data is gathered from different methods on the basis of which report is compiled. In
this research the data has gathered through a comprehensive market survey, therefore, the
nature of the data is primary. The questionnaires are used for collection of data.
Source of Data
The major source of the data is the general public familiar with the branded products in
universities. So the target areas are the universities. An attempt was made to include
every possible locality of the target areas so to avoid any chance of biasness.
The questionnaires, market surveys, personal interviews and published data about brand
consciousness are the research instruments used for collecting the data from the market. It
has developed in such a way that it reflect all aspect of problem and every possible
attempt was made that the respondent did not face any problem in answering the
questions.
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Sample Techniques
The random sampling techniques were employed for the selection of sample. It avoids
bias in the data and it also ensures the representation of the entire segment.
Sample Size
The researcher got his questionnaire filled by 100 respondents but he did also interview
many people for deeper insight of the subject. These way persons were other than who
filled the questionnaire and in this the researcher's sample size exceeded the original
number assigned.
Analysis of Data
After the data was gathered, the next stage was of coding, tabulation the data and
analyzing the data. The technique used for the data analysis was percentage. We gave
weights/ scores to the answers of our questionnaire ranging from 5 to 1, here 5 depicts
strongly agree and 1 shows strongly disagree. (It will be further discussed in the
Definition of Variables
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An operational definition indicates the specific procedures by which something is
terms.
Every variable in our experiment was “operationally defined” precisely in a way that
anyone else can know what the variable means. The independent variable is the variable
we manipulate or which varies for other reasons, which is “brand consciousness” in our
research. The dependent variable is the variable we observe or measure and here
“society” is the dependent variable. To understand how one variable either (a) causes the
other or (b) is correlated with the other we have precisely defined what we mean by the
variables.
The operational definition we describe the procedures (that is, the "operations") we use to
For example, if some individual thinks that he is brand conscious what will be the effect
of this on the society? To measure this relation between brand consciousness and society
Sequence of Activities
1. Designing of questionnaire.
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4. Summarization of results
5. Submission of report
Results
The following tables show the result of our questionnaire. And our analysis upon them
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Brand Consciousness
Male
10%
24%
22%
8%
36%
Female
12% 4%
20%
32%
32%
17
20
15
Male
Female
10
0
Strongly Strongly
Disagree Neutral Agree
disagree agree
Male 5 11 4 18 12
Female 2 10 16 16 6
According to the above graph, males tend to be more brand conscious as compared to
females. 36% (18 out of 50) of the males agree and 24%(12 out of 50) of males strongly
agree that they are brand conscious in comparison to 32% of females who agree and 12%
females who strongly agree to be brand conscious. How ever there is a greater number of
females who are neutral about brand consciousness. The disagreement level in males is
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Brand Charge High for Their Products
Female
0% 8% 0%
22%
70%
Strongly disagree Disagree Neutral Agree Strongly agree
Male
0% 8%
6%
40%
46%
19
40
35
30
25
Male
20
Female
15
10
5
0
Strongly Strongly
Disagree Neutral Agree
disagree agree
Male 0 4 3 23 20
Female 0 4 0 35 11
This graph shows that 40% (20 of 50) males and 22% (11 of 50) females strongly agree
that brands do charge high price for their products. However there is a greater number of
females (35 of 50) who agree to this statement as compared to males (23 of 50). 6% of
males showed a neutral response to this and equal number of males and females i.e. 8%
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People Buy Branded Things to Maintain Their Status
Female
2% 6% 4%
42%
46%
Male
2%0% 8%
26%
64%
Strongly disagree Disagree Neutral Agree Strongly agree
21
35
30
25
20 Male
15 Female
10
0
Strongly Strongly
Disagree Neutral Agree
disagree agree
Male 1 0 4 32 13
Female 1 3 2 23 21
According to the above graph, there is a higher number of females (41%--21 of 50) who
strongly agree that people buy branded products in order to maintain their status. But
64% males agree to this statement as compared to 46% (23 of 50) of females. Small
number of males shows a neutral attitude toward this statement and disagreement from
22
High Prices of Branded Products Cause Unreasonable Increase in the
Level of Inflation
Female
0% 10%
24%
18%
48%
Male
14% 6%
22%
8%
50%
23
30
25
20
Male
15
Female
10
0
1 2 3 4 5
Male 3 11 4 25 7
Female 0 5 9 24 12
High prices of branded products cause unreasonable increase in the level of inflation,
24% (12 of 50) of females and 14% (7 of 50) of males strongly agree to that. There is a
very minor difference between number of males and females who simply agree to this,
i.e. 50% and 48%. Females have a bit more neutral response about this as compared to
males. However 22% males and 10% females disagree. 6% males strongly disagree to
this statement.
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Purchases of Branded Things Cause Discrimination amongst Rich and
Poor
Female
2% 4% 6%
42%
46%
Male
8%
8%
36% 4%
44%
Strongly disagree Disagree Neutral Agree Strongly agree
25
25
20
15
Male
Female
10
0
Strongly Strongly
Disagree Neutral Agree
disagree agree
Male 4 4 2 22 18
Female 1 2 3 23 21
According to this graph, there is a high number of females who strongly agree that
purchasing branded things cause discrimination between the rich and poor (42% females
and 36% males). There is a slight difference in number of males and females who simply
agree to this (46% females and 44% males). The disagreement level is quite low and is
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Branded Things Are Preferable Due To Their Guarantee
Female
0% 14%
28%
20%
38%
Strongly disagree Disagree Neutral Agree Strongly agree
Male
12% 6%
20%
46% 16%
27
25
20
15
Male
Female
10
0
Strongly Strongly
Disagree Neutral Agree
disagree agree
Male 3 10 8 23 6
Female 0 7 10 19 14
From the results of this graph it is concluded that in case of females they think that
branded things are preferable due to their guarantee. They graph above shows that 38%
females agree to this fact and 28% females strongly agree. Whereas in case of males there
are 46 % who agree and only 12% who strongly agree. In case of disagreement with this
statement there are greater percentages of male who disagree. Those who disagree are
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Paying High Prices for Branded Products Bring Satisfaction to Our
Minds
Female
4%
26% 16%
6%
48%
Strongly disagree Disagree Neutral Agree Strongly agree
Male
6%
22%
16%
10%
46%
Strongly disagree Disagree Neutral Agree Strongly agree
29
30
25
20
Male
15
Female
10
0
Strongly Strongly
Disagree Neutral Agree
disagree agree
Male 3 8 5 23 11
Female 2 8 3 24 13
According to this graph we see that there are a lot of people who think that paying high
prices for branded products brings satisfaction to our minds. The graph shows that there
is a high percentage of female which agree to this statement. 48% women agree to this
fact and there are 26% who strongly agree that paying high brings satisfaction to our
minds. In case of males there are 46% which agree and 22% which strongly agree. It is
seen that the disagreement level in both the genders is same to some extent.
30
Brand Consciousness Has Taken Stronger Position in the New
Female
6% 2% 6%
34%
52%
Male
0% 16%
32%
4%
48%
Strongly disagree Disagree Neutral Agree Strongly agree
31
30
25
20
15
10 Male
Female
5
0
Strongly Strongly
Disagree Neutral Agree
disagree agree
Male 0 8 2 24 16
Female 3 1 3 26 17
From the results shown above we see that more than 80% of the male and the female
think that brand consciousness has taken stronger position in the new generation as
compared to the older ones. In case of females there were 52% which agreed and 34%
which strongly agreed that the new generation is more brand conscious. In case of males
48% agreed and 32% strongly agreed to this statement. As far as disagreeing with this
there were only 2% female who disagreed and 6% who strongly disagreed.
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Uniform Want of Brand across the Walks Of Life
Female
6% 4%
20%
48%
22%
Male
6% 10%
28%
44%
12%
33
30
25
20
Male
15
Female
10
0
Strongly Strongly
Disagree Neutral Agree
disagree agree
Male 5 22 6 3 14
Female 2 10 11 24 3
The graph above shows a mix result both from male and female. There is a hug variation
in the comments of both the gender about 48% female agree that want of brand is
uniform across all the walks of life and there are only 28% male which agree with this
statement. As far as the disagreement is concerned there are 44% male which disagree
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What makes a brand more important?
Female
42%
58%
Male
48%
52%
35
35
30
25
20
Male
15 Female
10
0
Quality Social standard
Male 26 24
Female 29 21
The above graph shows that there are 42% females who think that social standard make
brand more important and 58% think that quality is more important, in case of male there
are 48% which think that social standard is important and 52% which think that quality is
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Finding
There are some weaknesses as well as strength points in the branded products. We have
following points which can; by implementation, generate more market for branded
products in Pakistan.
• The purchase of branded products should not serve as a tool for the discrimination
circumstances.
• Steps should be taken to discourage the use of branded products in all walks of
life
• Research should be conducted to know the market demand with the passage of
time.
Theory
Overall mean for the female participant is more then the overall mean of the female
participant therefore we come to a conclusion that male are more brand conscious in our
37
In the research our hypothetically statement was
Dependent variable
According to the definition it is understood that dependant variable is the one which is
affected by the change in the independent variable or which automatically changes with
the change in the independent variable. In the research process we study the effect of
change in the independent variable on the dependent variable therefore in this research
process our dependent variable was upcoming generation and the independent variable
According to our results we have come to a conclusion that the upcoming generation of
our country is brand conscious. The upcoming generation give preference to high quality
Conclusions
With the support of data collected by the means of Questionnaires, interviews, surveys
and background information and rough observation, we have reached to the following
conclusion:
• Branded products are popular in youngsters as compared to the people below 25.
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• Fifty-eight percent people think that branded products are good in quality, it
means that the main purpose to posses the branded product is its quality
assurance.
group influence.
• Sixty percent of the people gave opinion that brands charge very high for their
products.
manufacturers.
• Sixty six percent of the branded product users said that high prices of the branded
Recommendations
With our research on this topic we would like to give the following recommendation
• High prices of the brand should not become the image of the product
• The branded products are promoting the vicious circle of poverty in our country.
We should always remember that the poor are as brand conscious as the common
39
Appendix
References
http://sevencastles.spaces.live.com/blog/cns!7C5A2F3DB6C97D9A!10213.entry?
sa=926855253
http://www.dailytimes.com.pk/default.asp?page=2008%5C08%5C11%5Cstory_11-
8-2008_pg13_7
http://jang.com.pk/thenews/apr2008-weekly/nos-20-04-2008/kol.htm
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Questionnaire
Dear Respondent,
questionnaire, which will give us clear picture about brand consciousness. You are
requested to fill the Questionnaire so that the researcher will be able to accomplish his
research.
Male Female
Age:
Questionnaire
41
a) Agree b) Disagree c) Neutral
inflation.
7. Paying high prices for branded products brings satisfaction to our minds?
8. Do you feel brand consciousness has taken a stronger position in the new
42
a) Agree b) Disagree c) Neutral
43