Brand Awareness

Research Paper # 107456

Business > Consumer Behavior
Business > Marketing
Child, Youth Issues > Teen, Adult Issues

Brand Awareness

Presents a complete research project to study brand awareness among urban youth in Pakistan.

2,035 words () | 4 sources | APA | 2008 United States

Paper Summary:

This paper explains that the purpose of this research is to identify the reasons brand consciousness has increased among urban youth in Pakistan. The author conducted exploratory research through surveys, which are reported in this paper. The paper reports findings that brands were preferred because of quality, media influence and increased affordability but peer pressure had no significant influence even if friends were brand consciousness. The paper includes statistics, a data table and questionnaire and color pie charts.

Table of Contents:
Executive Summary
Research statement
Purpose of Research
Background
Literature Review
Hypotheses
Tabulated Results
Data Analysis Method
Results Analysis
Hypothesis Testing
Hypothesis 1:
Hypothesis 2
Hypothesis 3
Hypothesis 4
Hypothesis 5
Charts:
Chart: Residential Area
Chart: Age Group Distribution
Chart: Preference of Items
Chart: Major 'Thing' People Look for in all Purchases
Chart: Major 'Thing' People Look for When Buying Brands
Chart: Who do People Consult?
Chart: Influence of Media
Chart: Influence of Celebrity Endorsements

From the Paper:

"Why well known brands are preferred over lesser known goods is a million dollar question which has been explored by foreign researchers for their own population. No famous research on the subject specifically targets Pakistani youth but assuming that youth generally behaves in similar fashion and is affected by almost the same factors, we get wealth of information from foreign articles. According to Nelson and McLeod (2005) , peers have a significant influence on youth's buying patterns. Parents can also affect buying decisions."

Sample of Sources Used:

Noel Paul. 2002. Branded for life. Christian Science Monitor, 1st April
Nelson, M. R. & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6): 515-528
Strebinger, Andreas und Thomas Otter (2001), "Double Heterogeneity in Brand Consciousness", in: Proceedings of the XXVI Colloquium on Research in Economic Psychology, Bath, UK.
Hina Farooq. Shades of a shady business. Daily Times. Wednesday, October 11, 2006