CHAPTER I

INTRODUCTION
1.1 INTRODUCTION ABUOT THE TOPIC
Brand equity is a concept born in 1980s. It has aroused intense interest among business
strategists from a wide variety of industries as brand equity is closely related with brand loyalty
and brand extensions. Besides successful brands provide competitive advantages that are critical
to the success of companies. !owever there is no common viewpoint emerged on the content
and measurement of brand equity. Brand equity has been examined from financial and customer"
based perspectives.
#his paper will only study the customer"based brand equity which refers to the consumer
response to a brand name. #he aims of the study are to review the dimensions of customer"based
brand equity by drawing together strands from various literature and empirical studies made
within the area of customer"based brand equity.
Brand equity
Brand is a name or symbol used to identified the source of a product when developing a
new product. Branding is on important decision .the brand can add significant value when its
well recogni$ed and as positive association in the mind of the consumer this concept is referred
to as brand equity
Brand
%ccording to %merican mar&eting association a brand is defined as the use of name term
symbol or design or some combination of these to identify the product of a certain seller from
those of competitors' a brand identifies the product from buyers. % seller can earn the goodwill
and have the patronage repeated.
Branding is the management process by which a product is branded it covers activities
such as giving a brand name to a product designing a brand mar& and establishing and
populari$ing it. Brand ma&es it easy for consumer to identify products or services. It is a
powerful instrument of demand creation and retention.
1
1.2INDUSTRY PROFILE
(ater is the most important necessity for life. #he drin&ing"water needs for individuals
vary depending on the climate physical activity and the body culture. but for average consumers
it is estimated to be about two to four litres per day. #he growing number of cases of water borne
diseases increasing water pollution increasing urbani$ation increasing scarcity of pure and safe
water etc. have made the bottled water business )ust li&e other consumer items. *carcity of
potable and wholesome water at railway stations tourists spots and role of tourism corp. etc. has
also added to the growth.Indians currently spending about +,,0m a year on bottled water
analysts estimate. #he pac&aged water mar&et constitutes 1- per cent of the overall pac&aged
beverage industry which has annual sales of at least +../bn 0eepa& 1olly a spo&esperson for
2oca"2ola India said.
%lmost all the ma)or international and national brands water bottles are available in
Indian mar&et right from the malls to railway stations bus stations grocery stores and even at
panwala3s shop. Before few years bottle water.was considered as the rich people3s choice but
now it ispenetrated even in rural areas. #he growth and status of Indian Bottled Industry in
comparison with (estern or %sian mar&et India is far behind in terms of quantum
infrastructure professionalism and standards implementation. #he per capita consumption of
mineral water in India is a mere 0.-"liter compared to 111 liter in 4urope and 5-"liter in 6*%.
%lso %s per 67 study conducted in 1.. countries in connection with water quality India3s
number was dismal 1.0. In comparison to global standards India3s bottled water segment is
largely unregulated.
8ormer 9resident 0r. %.9.1. %bdul :alam has urged youngsters on 1uly 1; .010 to be
aware of water conservation techniques to avoid grave water crisis in future.<It is so sad that
today people are forced to buy water in plastic bottles. I am told that bottled water industry is
worth nearly 10000 crore rupees and even big companies li&e the 2o&e and 9epsi are involved in
this bottling of water and ma&ing money. *o it is imperative that we ought to save water< he
added. 0o not be surprise if today3s bottles water industry becomes next =il industry by .0.-.

.
Btt!ed "ater Indu#try in India
(ater *hortage and !ealth %wareness 0riving Bottled (ater 2onsumption in India. #he
Indian mar&et is estimated at about >s 1000 2rore and is growing at whopping rate of 50 per
cent. By .010 it will reach >s 5000 "-000 2rore with ,, per cent mar&et for natural mineral
water.
%ccording to a national"level study there are more than .00 bottled water brands in India
and among them nearly 80 per cent are local brands. In fact ma&ing bottled water is today a
cottage industry in the country. ?eave alone the metros where a bottled"water manufacturer can
be found even in a one"room shop in every medium and small city and even some prosperous
rural areas there are bottled water manufacturers. (hile India ran&s in the top 10 largest bottled
water consumers in the world its per capita per annum consumption of bottled water is estimated
to be five litres which is comparatively lower than the global average of .5 litres.
#oday it is one of India3s fastest growing industrial sectors. Between 1999 and .005 the
Indian bottled water mar&et grew at a compound annual growth rate @2%A>B of .- per cent " the
highest in the world. #he total annual bottled water consumption in India had tripled to -
billion liters in .005 from 1.- billion liters in 1999. Alobal consumption of bottled water was
nearing .00 billion liters in .00/.
,
1.$CO%PANY PROFILE
%iswarya Beverages ?imited is a private limited company incorporated in .000 with its
plant at #hiruvalla in 9athanamthitta 0istrict of :erala. #he company was promoted by %by
Cathew an 7>I from 6%4. #he companyDs registered office is located at :erala.
#he company bottles and sells natural mineral water under the brand name 2lassic
sources its water directly from an underground aquifer located about 1,0 metres below the
earth3s surface .
#he company started its commercial production in %pril .000. #he company now
proposes to expand its retail distribution networ& by appointing consignee and distributors agents
in various parts of the country. #he companyDs existing clientele includes - *tar !otels %irlines
4mbassies etc and tie"ups with E%D category retail outlets modern retail @mallsB multiplexes
hypermarts fine"dine restaurants are also in the offing.
#he brand 2lassic en)oys an aspirational equity amongst consumers and has the potential
of truly becoming an international and iconic brand it is this potential that the new management
proposes to unloc& through brand building and enhanced distribution.
5
1.& PRODUCT PROFILE
Prdu't ran(e# ) t*e '+,any in'!ude-
#he companyDs principal activity is to manufacture pac&aged natural mineral water with
in"house facilities to manufacture 94# bottles and caps.
It mar&ets its products under the brand name 2lassic natural mineral water is available in
four pac& si$es namely.- ltr . ltr 1.- ltr 1 ltr.
A.ard#/A'*ie0e+ent#
#he company and the product en)oy the certification of various authorities li&e !%229
BI* and I*I in India.
%mong the best &nown theoretically oriented concepts in this field is that of %a&er. %a&er
regards the brand as a symbol associated with a large number of mental assets and
liabilities that serve to identify and differentiate products. !e defines brand equity as Fa
set of assets and liabilities lin&ed to a brand its name and symbol that add to subtract
from the value provided by a product or service to a firm andGor to that firmDs customers.'
%a&er identifies five determinants of brand equityH brand loyalty brand awareness
perceived quality brand associations and other brand assets.
Brand equity
Brand equity is an asset. Brand equity refer tot the power of brand in the mar&et place.
% powerful brand has high brand equity and customers will stic& to that brand.
% wea& brand has less brand equity and customer ma)or contributor to customer equity.
OR1ANISATION STRUCTURE
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1.2 OB3ECTI4E OF THE STUDY
Pri+ary O56e'ti0e
#he main ob)ective of the study is to determine the brand equity of %iswarya Beverages
Se'ndary 56e'ti0e#
In order to study the above primary ob)ective the following secondary ob)ective have
been proposed
I #o find out customer preference
I #o study awareness of brand
I #o study factor influencing brand power
I #o determine the most important factor which influencing purchasing decision
SCOPE OF THE STUDY
% brand is a name or symbol used to identify the source of a product. (hen developing a
new product branding is an important decision. #he brand can add significant value when it is
well recogni$ed and has positive associations in the mind of the consumer. #his concept is
referred to as brand equity. !ere in this study the researcher has done a pro)ect on brand equity
analysis.
;
CHAPTER II
RE4IE" OF LITERATURE
2.1 Stren(t* ) 5rand equity t a '+,any
*trong brand equity offers the following advantages to accompany.
#he company will have more trade leverage in bargaining with distributors and
retailers and because customers except them to carry the brand.
#he company cans a charge a higher price than its competitors because the brand
carries high perceived quality.
#he company cans more easily launch extensions because the brand name carries high
credibility.
#he brand offers the company some defense against price competition.
Brand equity 'an 5e 'n'e,tua!i7ed )r+ t*e )!!.in( t*ree dire't e))e't#-
@iB increased brand awareness @iiB incremental preference due to enhanced
attribute perceptions and @iiiB incremental non"attribute preference. In addition I ta&e
into account the indirect effects of the above three sources on the increase availability of the
brand. *tated differently our measure of brand equity incorporates the impact of the increased
customer pull on brand availability.
T*e 8e!!er Brand equity a,,ra'*
%nother psychographic approach is :ellerDs technique for determining brand equity.
:eller operates on the assumption that customer oriented brand value J which he calls
Fcustomer"based"brand equity' " is tied to &nowledge of the brand and based on
comparison with an unbranded product with the same product category. !e defined brand value
as Fthe differential effect of brand &nowledge on consumer response to the mar&eting of the
brand. #hat is customer"based brand equity involves consumersD response to an element of the
8
mar&eting mix element attributed to a fictitiously named or unnamed version of the product or
service.'
%ccording to :eller brand &nowledge comprises brand awareness and brand image.
Brand awareness can involve either brand recall @unaidedB or brand recognition
@aidedB. 7umerous associations made with a brand shape brand image that is
interconnected via a semantic networ&. :eller characteri$es these associations in terms of
type advantage @i.e. consumer satisfaction with and positive overall image of a brandB strength
and uniqueness. 0istinctions can be made between the various types of associations as regards
brand properties brand benefits and overall impression. Brand properties encompass
product"related properties @for instance price and pac&agingB as well as those with an
indirect relationship to a product. 6ltimately the overall impression made by a brand is
determined by consumer attitudes.
Brand loyalty lies at the heart of a brandDs value. #hese loyalty shows through for
example in repeat purchasing and hence in relatively stable brand revenues.
%wareness of a brand name may be a precondition for the product even entering into the
frame for a purchasing decision. (hatDs more people tend to feel happier with things that
are familiar to them so they are more li&ely to associate quality with names they &now
than with others.
%a&erDs next determination is Fthe customerDs perception of the overall quality or
superiority of a product or service with respect to its intended purpose relative to
alternatives.' 8rom the customerDs viewpoint high"perceived quality may be a
precondition for ma&ing the purchase while for the producer it may mean being able to
command a price premium for the branded product.
Brand associations are characteristics that consumers attribute to the brand. #hese are
primarily conveyed by advertising but need not be related to the product itself. #hese
associations may enrich the brand with new perceived characteristics to generate
additional benefit providing customers with a positive feeling of say security
confidence or exclusively which in turn will boost brand equity.
#he other brand assets consist in legal and institutional benefits which a brand can offer
and which a brand can offer and which protect its value. #hese include the protection of
9
trademar& mar&ets and distribution channels afforded by legislation covering intellectual
property rights.
Brand equity ten Ceasures
#he Brand 4quity #en @B4#B are ten sets of measures grouped into five categories which
attempt to gauge the strength of the brand. #hese are qualitative measures whose
credibility is based upon empirical evidence and a trac& record. #he first four categories
represent customer perceptions of the brand along the four dimensions of brand equity "
loyalty perceived quality associations and awareness. #he fifth includes two sets of
mar&et behavior measures.
@1B 9rice 9remiumH % basic indicator of loyalty is the amount a customer will pay for a product
in comparison to other comparable products. % price premium can be determined by simple
as&ing consumers how much more they would be willing to pay for the brand.
@.B 2ustomer *atisfactionG ?oyaltyH *atisfaction or li&ing is a direct measure of how willing
customers are to stic& to a brand. It can be applied only to existing customers. #he focus can be
last use experience or simply the use experience from the customerDs view9erceived quality and
leadership measures
@,B 9erceived KualityH 9erceived Kuality is one of the &ey dimensions of brand equity and has
been shown to be associated with price premiums price elasticities brand usage and stoc&
return. #his measure can be applied across product classes and calculated by as&ing customers to
directly compare similar brands.
@5B ?eadership and 9opularityH It has three dimensions. 8irstly it reflects the Fnumber one'
syndrome " the sales leader must have merit. *econdly leadership taps the dynamics of
customer acceptance reflecting that people want to be on eth bandwagon are uneasy
going against the flow. #hird it can also tap innovation within a product class that is a brand
moving ahead technologically. #his can be measured by as&ing consumers about the productDs
leadership position its popularity and its innovative qualities.
%ssociationG 0ifferentiation Ceasures
10
@-B 9erceived LalueH #his dimension simply involves determining whether the product
provides good value for money and whether there are reasons to buy this brand over competitive
brands.
@/B Brand 9ersonalityH #his element is based on the brand"as"person perspective. 8or
some brands the brand personality can provide lin&s to he brandDs emotional and self"expressive
benefits as well as a basis for customer relationships and differentiation. #his will involve a set
of specific dimensions unique and relevant to the brand.
@;B =rgani$ational %ssociationsH #his dimension considers the type of organi$ation that
lies behind the brand especially when brands are similar with respect to attributes when
organi$ation is visible and when a corporate brand is involved.
@8B Brand %warenessH Brand %wareness reflects the salience of the product in the consumers
mind and involves various levels including recognition recall brand dominance brand
&nowledge and brand opinion.
@5B ?eadership and 9opularityH It has three dimensions. 8irstly it reflects the Fnumber
one' syndrome " the sales leader must have merit. *econdly leadership taps
Car&et Behavior Ceasures@9B Car&et *haresH #he performance of a brand as measured by the
mar&et share often provides a valid and dynamic reflection of the brandDs standing with
customers. #his is got from secondary data sources.
@10B Car&et 9rice M 0istribution 2overageH Car&et share can prove deceptive when it increases
of a result of reduced prices or promotions. 2alculating mar&et price and distribution coverage
can provide a more accurate picture of the productDs truestrength. Car&et share or sales data
are also extremely sensitive to distribution coverage. #he gain or loss of a ma)or outlet
or a move into another geographical region may dramatically affect sales.
11
CHAPTER9$
RESEARCH %ETHODOLO1Y
>esearch methodology is a way to systematically solve the research problem. It deals
with the ob)ective of a research study the method of defining the research problem the type of
hypothesis formulated the type of data collected method used for data collecting and analy$ing
the data etc. #he methodology includes collection of primary and secondary data.
$.1 TYPE OF RESEARCH
DESCRIPTI4E RESEARCH
#he study follows descriptive research method. 0escriptive studies aims at portraying
accurately the characteristics of a particular group or situation. 0escriptive research is concerned
with describing the characteristics of a particular individual or a group. !ere the researcher
attempts to present the existing facts by collecting data.
RESEARCH DESI1N
% research design is a basis of framewor& which provides guidelines for the rest of
research process. It is the map of blueprint according to which the research is to be conducted.
#he research design specifies the method of study. >esearch design is prepared after formulating
the research problem.
$.2 SOURCES OF DATA
0ata are the raw materials in which mar&eting research wor&s. #he tas& of data collection
begins after research problem has been defined and research design chal&ed out. 0ata collected
are classified into primary data and secondary data
9>IC%>N 0%#%
Kuestionnaires were used for collecting primary data
*42=70%>N 0%#%
1.
*econdary data were collected from the companyDs annual publications memorandums
of settlements newspapers )ournals websites and from library boo&s
SA%PLIN1 %ETHOD
*ampling technique used in this study is E>andom samplingD. #he sample si$e ta&en for
this study is -0.
$.$ TOOLS FOR ANALYSIS
9ercentage analyses %77=L% 2o relation are used. #ables bar diagram are used to
present the analysed data.
DATA ANALYSIS AND INTERPRETATION
#he data collected has been tabulated and the percentage of respondent for each factor
has been calculated using tally mar& operation data collected has been converted into
quantitative figures. #he percentage of analysis has been done to draw conclusion.
9ercentage refers to the special &ind of ratio. 9ercentage is used in ma&ing comparison
between two or more series of data. 9ercentage can also used to compare two relative terms the
distribution of two or more series of data.
*ince percentage reduced everything to common based and thereby allows meaningful
comparison to be made with the data the percentage is conducted by dividing number of
respondents for each criteria with total number of respondents.
1,
$.& LI%ITATION OF THE STUDY
0ue to shortage of time we did not meet more respondents
%s classic is en)oys a high brand equity in the might bias the findings
most of the customer did not spend more time in the questionnaire so it might affect the
quality of the data collection
#he study is based upon small population li&e -0 sample

CHAPTER"I4
15
DATA ANALYSIS : INTERPRETATION
TABLE NO &.1
Re#,ndent# 5a#ed n t*e #e;
#he data collected is tabulated and analy$ed as follows
*ourcesH" 9rimary data
In)eren'e-
=ut of the total -0 respondents surveyed 8/Oof the respondents @a maximumB had male 15O
of the respondents had female
CHART NO- &.1
sex
sex
female male
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0
TABLE NO- &.2
1-
,arti'u!ar# Frequen'y Per'enta(e
Cale 5, 8/.0
8emale ; 15.0
#otal -0 100.0
Re#,ndent# 5a#ed n ''u,atin
*ourcesH" 9rimary data
In)eren'e-
9lay on important role in influencing the buyerDs characteristics on brand out of the -0
respondents 80Oof the total customer. .0O of the agent.
CHART NO- &. 2
occuption
occuption
agent customer
F
r
e
q
u
e
n
c
y
50
40
30
20
10
0
TABLE NO- &. $
1/
Parti'u!ar# Frequen'y Per'enta(e
2ustomer 50 80.0
%gent 10 .0.0
#otal -0 100.0
Re#,ndent# 5a#ed n )a0rite 5rand

In)eren'e-
8avorite brand is the important factor which influence the consumer purchase decision process
-5O of the respondents brand choice has been classic brand ,0O of the respondents brand
choice has been aquafina brand 1/O of the respondents brand choice has been others.
CHART NO- &.$
TABLE NO- &.&
1;
Parti'u!ar# Frequen'y Per'enta(e
classic .; -5.0
aquafina 1- ,0.0
&inley 8 1/.0
#otal -0 100.0
Re#,ndent# 5a#ed n *. !n( 'n#u+e
*ourcesH" 9rimary data
In)eren'e-
=ut of the total -0 respondents surveyed 55O of the respondents @a maximumB
!ad purchased -"10 yr .8O of the respondents had purchase 10"1-yr.
CHART NO - &.&
TABLE NO-&.2
18
Parti'u!ar# Frequen'y Per'enta(e
-"yr 10 .0.0
-"10yr .. 55.0
10"1-yr 15 .8.0
1-".0 5 8.0
#otal -0 100.0
Re#,ndent# 5a#ed n *. did <n. t*e 5rand
Parti'u!ar# Frequen'y Per'enta(e
9rint media 1. .5.0
Lisual media 1. .5.0
8riends 8 1/.0
%gent 1/ ,..0
=ther . 5.0
#otal -0 100.0
*ourcesH" 9rimary data
In)eren'e-
Cost of the respondents may &now the brand for agent ,.O .5O
of the respondents may &now print Mvisual media
CHART NO- &. 2
TABLE NO- &.=
19
Re#,ndent# 5a#ed n #e!e'tin( t*e 5rand
*ourcesH" 9rimary data
In)eren'e-
Cost of the respondents selecting the brand 55O belong to the quality M price 10O of the
respondents belong to the brand name
CHART NO- &. =
TABLE NO- &.>
.0
Parti'u!ar# Frequen'y Per'enta(e
Kuality .. 55.0
9rice ., 5/.0
Brand name - 10.0
#otal -0 100.0
Re#,ndent# 5a#ed n re'ent ,erid ,ur'*a#e
*ourcesH" 9rimary data
In)eren'e-
#he above table infers that -.O belong to the classic brand ,8O belong to the %8#
brand 10O belong to the others.

CHART NO- &.>
TABLE NO- &.?
.1
Parti'u!ar# Frequen'y Per'enta(e
2lassic ./ -..0
%quafina 19 ,8.0
&enly - 10.0
#otal -0 100.0

Re#,ndent# 5a#ed n #ati#)ied t*e qua!ity
Sur'e @ ,ri+ary data
In)eren'e-
5.O of the customers are highly satisfied50 of the customers are satisfied M other
18O of customers are neutral.

CHART NO- &.?
TABLE NO- &.A
..
,arti'u!ar# Frequen'y Per'enta(e
!ighly satisfied .1 5..0
*atisfied .0 50.0
7eutral 9 18.0
#otal -0 100.0
Re#,ndent# 5a#ed n '*anne! ) ,ur'*a#e
*ourcesH"
9rimary
data
In)eren'e-
#he above
table infer that -5O of purchase directly from the company 5/O of purchase from the agent.
CHART NO- &.A

TABLE NO- &.1B
Re#,ndent# 5a#ed n rea#n )r u#in( 5rand
,arti'u!ar# Frequen'y Per'enta(e
Kuic& sales 18 ,/.0
.,
,arti'u!ar# Frequen'y Per'enta(e
0irectly 8rom #he
2ompany
.; -5.0
8rom #he %gent
., 5/.0
#otal
-0 100.0
2ost benefit .9 -8.0
#raditional purchasing , /.0
#otal -0 100.0
*ourcesH" 9rimary data
n)eren'e-
#he above table infers that ,/Oof quic& sales -8Oof cost benefit M /O of traditional
purchase.
CHART NO- &.1B
TABLE NO- &.11
Re#,ndent# 5a#ed n ,inin n ,ri'e
.5
Parti'u!ar# Frequen'y Per'enta(e
Lery high 11 ...0
!igh 1/ ,..0
7ormal .0 50.0
?ow , /.0
#otal -0 100.0
*ourcesH" 9rimary data
In)eren'e-
#he most respondents may opinion on price 50O normal ,.Orespondents high
..Ohave very high
CHART NO- &.11
TABLE NO- &.12
Re#,ndent# 5a#ed n #trn( 5rand i+a(e
Parti'u!ar# Frequen'y Per'enta(e
.-
Nes .8 -/.0
7o .. 55.0
#otal -0 100.0
*ourcesH" 9rimary data
In)eren'e-
8rom above table shows that frequency of strong brand image is -/O of yes and 55O of
no.
CHART NO- &.12
whether spinco is having a strong brand image
whether spinco is having a strong brand image
3 no yes
F
r
e
q
u
e
n
c
y
30
20
10
0
TABLE NO- &.1$
Re#,ndent# 5a#ed n di#'unt ,r0ide
./
Parti'u!ar# Frequen'y Per'enta(e
!ighly satisfied 1; ,5.0
*atisfied .5 58.0
7eutral 9 18.0
#otal -0 100.0
*ourcesH" 9rimary data
In)eren'e-
#he total number of respondents -0 discount provide they satisfied 58O ,5Obelong highly
satisfied 18Obelong to the neutral
CHART NO- &.1$
are you satisfied withthe discount provide by the spinco
are you satisfied withthe discount provide by the spinco
neutral satisf ied highly satisfied
F
r
e
q
u
e
n
c
y
30
20
10
0
TABLE NO- &.1&
Re#,ndent# 5a#ed n #.it'* 0er t t*er 5rand

,arti'u!ar# Frequen'y Per'enta(e
Nes 19 ,8.0
7o ,1 /..0
#otal -0 100.0
.;
*ourcesH" 9rimary data
In)eren'e-
#he above table infers that /.O of the respondents belong to the 7o ,8Oof the belong to
the yes.
CHART NO- &.1&
do you lie to switch over from this brand to other brand
do you lie to switch over from this brand to other brand
no yes
F
r
e
q
u
e
n
c
y
40
30
20
10
0
TABLE NO- &.12
Re#,ndent# 5a#ed n i) ye#
,arti'u!ar# Frequen'y Per'enta(e
Kuality - 10.0
9rice 11 ...0
2redit ; 15.0
2ustomer satisfaction 1 ..0
=ther ./ -..0
.8
#otal -0 100.0

In)eren'e-
#he above table infers -.O of the others price will be more ..Ocredit belong to the 15O
CHART NO- &.12
if yes means
if yes means
other
customer satifaction
credit
price
quality
F
r
e
q
u
e
n
c
y
30
20
10
0
TABLE NO- &.1=
Re#,ndent# 5a#ed n #u((e#t 5uy t*i# 5rand
,arti'u!ar# Frequen'y Per'enta(e
Nes .0 50.0
7o 11 ...0
.9
*ome time 19 ,8.0
#otal -0 100.0

In)eren'e-
#he above table infers that 50O belong to the Nes ,8O belongs to the some time ..O belong
to the 7o
CHART NO- &.1=
do you suggeust your friend and relatives to buy this brand
do you suggeust your friend and relatives to buy this brand
some time no yes
F
r
e
q
u
e
n
c
y
30
20
10
0
TABLE NO- &.1>
Re#,ndent# 5a#ed n '++ent# n qua!ity
,arti'u!ar# Frequen'y Per'enta(e
*uperior then competitor 18 ,/.0
4qual to competitor .; -5.0
,0
Inferior to competitor - 10.0
#otal -0 100.0

In)eren'e-
=ut of the total -0 respondents surveyed -5O of the respondents @a maximumB had comments
of equal to competitor,/O of the respondents had superior than competitor 10O of the
respondents belong to inferior to competitor.

CHART NO- &.1>
give me your comments on the quality of spinco brand
give me your comments on the quality of spinco brand
inferior to competit equal to competitor superior then compet
F
r
e
q
u
e
n
c
y
30
20
10
0
&.1? "EI1HTED A4EA1E %ETHOD
T*e Re#,ndent# are a#<ed a5ut #+e )a'tr# Li#ted 5e!. in t*e r(ani7atin
,1
Fa'tr# H.S S N Tta!
*atisfied the quality 1- ., 1. -0
Liability 10 ./ 15 -0
0iscount provide
11 .9 10 -0
Pint "ei(*t a(e $ 2 1
8actors !.* *
7
#otal %verage >an&
*atisfied the quality 5- 5/ 1. 10, ..0/ 1
%vailability ,0 -. 15 9/ 1.9. ,
0iscount provide ,, -/ 10 99 1.98 .
In)eren'e-9
#he Lalue obtained is in positive where it inters that a change in one variable was on
opposite change in another variable from the correlation analyses it is interred that when the
customers understand about their then they adopt to the organi$ation
&.1A CORRELATION
*atisfied with
0iscount provide
by the spin co
P
=pinion on the
price of spin co
N
P
.
N
.
PN
11 10 1.1 100 110
,.
.9 ./ 851 /;/ ;-5
10 15 100 19/ 150
x Q -0
y Q -0
x
.
Q 10/. y
.
Q 9;. xy Q 1005
r Q @Rxy x 7B J @Rx x RyB
Rx
.
x 7 J @Rx
.
B Ry
.
x 7 J @RyB
.
Q @1005 x ,B J @-0 x -0B
10/. x, J @-0B. 9;.x , J @-0B
.
Q ,01. J .-00
,18/ J .-00 .91/ J .-00
Q -1. Q -1.
/8/x 51/ .,-,;/
Q -1. Q S 0.9-
-,

&.2B ANALYSIN1 THE DIFFERENCE BET"EEN IN SELECTIN1 THE BRANDS BY
THE RESPONDENTS
7ull !ypothesis H
#here is no significant difference between in selecting the brands of water by the respondents
%lternate hypothesisH
#here exist a significant difference between in selecting the brands of water by the respondents
,,
#able
0ifference in selecting the brands by the respondents

Brands
8actors
2?%**I2 :I7?4N %K6%8I7% BI*?4>I =#!4>* #=#%?
K6%?I#N / 5 - - . ..
9>I24 5 - / 5 5 .,
B>%70
7%C4
1 1 1 . 0 -
#=#%? 11 10 1. 11 / -0
*ourceH 9rimary 0ata
#1 Q /S5S1 Q 11
#. Q 5S-S1 Q 10
#, Q -S/S1 Q 1.
#5 Q -S5S. Q 11
#- Q .S5S0 Q /
# Q #1S#.S#,S#5S#- Q -0
1 @#1B
.
1 @#.B
.
1 @#,B
.
1 @#5B
.
1 @#-B
.
1 @#B
.
@**#rBQ S S S S "
n1 n. n, n5 n-
@#B
.
**# Q *um*um
.
"
n
T*um of squares errors @**4B Q**# J **#r
1@-0
.
B
,5
**# Q ... J Q --.,,
1-
**#r Q ",,.01
**4 Q --.,, J @",,.01B Q 88.,5
ONE9"AY ANO4A CALCULATION
TABLE &.2&.2
*=6>24* =8
L%>I%724
04A>44* =8
8>440=C
*6C =8
*K6%>4*
C4%7 *6C
=8 *K6%>4*
8
4xisting players 5 --.,, 1,.8,
1.-/
4rror 10 88.,5 8.8,
0egrees of freedom @515B Q 1.0, U -O ?evel of significance
2alculated value is greater than #abulated value
!ence 7ull !ypothesis is re)ected.
Result:
#here exist a significant difference between in %e'e!ing !+e ,ran-% ". /a!er ,0 !+e
re%*"n-en!%
,-

CHAPTER 4
2.1 FINDIN1S OF THE STUDY
surveyed 8/Oof the respondent @a maximumB had male
80Oof the total customer. .0O of the agent
-5O of the respondents brand choice has been aishwarya beverages brand
surveyed 55O of the respondents @a maximumB
!ad purchased -"10 yr
Cost of the respondents may &now the brand for agent ,.O
,/
#he respondents selecting the brand 55O belong to the quality M price 10O of the
respondents
#he above table infers that -.O belong to the spin co brand ,8O belong to the %8# satisfied
#he above table infer that -5O of purchase directly from the company
#he above table infers that ,/Oof quic& sales -8Oof cost benefit
#he most respondents may opinion on price 50O normal ,.Orespondents high
8rom above table shows that frequency of strong brand image is -/O of yes and 55O of no
#he total number of respondents -0 discount provide they satisfied 58O
#he above table infers that /.O of the respondents belong to the 7o ,8Oof the belong to the
yes.
#he above table infers -.O of the others price will be more ..Ocredit belong to the 15O
#he above table infers that 50O belong to the Nes ,8O belongs to the some time
..O belong to the 7o
2.2SU11ESTIONS
1. Increase the advertisement in 7ews papers and maga$ines so as to build a strong brand
image.
.. Increase the supply of product in rural areas will help to increase the sales
,. #ry to assess consumer &nowledge and thus potential sources of brand equity.
5. *pecify the proper treatment of the brand in terms of trademar& usage pac&aging and
communications.
-. 0escribe the scope of &ey brands in terms of associated products and the manner by
which they have been branded and mar&eted
2.$ CONCLUSION
,;
#he main ob)ective of the study is to find out the Brand 4quity of %iswarya Beverages and to
study about various factors affecting Brand 4quity. It is found that the brand equity level is good
#he factors affecting brand equity are %dvertisement 9rice Car&et 9otential in this study all
these factors are analysed and found that the customers are satisfied on all basis. #he customers
are aware of the product very well. #he customers are giving preference to the products of
%iswarya Beverages.
BIBLIO1RAPHY
B<#
9rinciples of Car&eting " Philip Kotler / Gary Armstrong
Car&eting management " V.S. Ramaswamy&
Namakumari 199
,8
>esearch methodology " !.R.Kothari
Car&eting >esearch " G. !. "eri
Sear'* En(ine#
*tt,-//((!e.'+
*tt,-//.i<i,edia.'+
*tt,-//an#.er#.'+
A STUDY ON BRAND ECUITY OF CLASSIC "ATER
CUESTIONNAIRE
7ameH
%geH
*exH
,9
=ccupation aB customer bB agent

7ame of the =rgani$ationH

1. (hat is your favorite brandV

aB classic bB &inley cB aquafina dB bisleri eB others

.. !ow long do you consume this brand for business purposeV
aB -"Nr bB -"10 Nr cB 10"1- Nr dB 1-".0 Nr eB W.0Nr
,. !ow did you come to &now about the brandV
aB 9rint Cedia bB Lisual Cedia cB 8riends dB %gent eB =thers
5. In what basis you are selecting the brandV
aB Kuality bB 9rice cB Brand name.
-. In recent period which brand you have purchaseV
50
aB classic bB &inley cB aquafina dB bisleri eB others.
/. (hat comes to your mind when I say classic waterV
;. %re you satisfied with the quality of the brandV
aB !ighly *atisfied
bB *atisfied
cB 7eutral
dB 0issatisfied
eB !ighly 0issatisfied
8. 2hannel of purchaseV
aB 0irectly from the company
bB 8rom the agent
9. 9lease specify the reason for using this brandV
aB Kuic& sales bB 2ost benefit cB #raditional of purchasing availability

10. Nour opinion on the price of classic water productV
51
aB Lery high bB !igh cB 7ormal dB ?ow eB Lery low
11. Nour opinion on availability of classic water in the mar&etV

aB !ighly *atisfied
bB *atisfied
cB 7eutral
dB 0issatisfied
eB !ighly 0issatisfied
1.. (hether classic water is having a *trong Brand ImageV
aB Nes bB 7o
1,. %re you *atisfied with the discount provide by the classic waterV

aB !ighly *atisfied
bB *atisfied
cB 7eutral
dB 0issatisfied
eB !ighly 0issatisfied
15. 0o you li&e to switch over from this brand to other brandV
aB Nes bB 7o
5.
aB If yes Ceans

#he >eason 8or to *witch =ver
aB Kuality bB 9rice cB 2redit dB 2ustomer *atisfaction eB =thers
1-. 0o you suggest your friend and relatives to buy this brandV
aB Nes bB 7o cB *ome time
1/. Aive me your comments on the quality of classic water brandV
aB *uperior then competitor
bB 4qual to competitor
cB Inferior to competitor
1;. C'a%%i ,ran- gi)e% )a'#e ."r $"ne01

a) 0e% ,) n"
18. D" 0"# ,e'ie)e !+a! 0"# are ge!!ing a--i!i"na' ,ene2!% /+i'e *#r+a%ing
'a%%i1
aB yes bB no cB sometime
19. W+a! i% 0"#r "*ini"n a,"#! !+e a)ai'a,i'i!0 ". !+i% *r"-#!1
aB easily available bB available cBrarely available dB not avilable
.0. %ny suggestion on classic waterV

5,
55