brand awareness

A STUDY ON BRAND AWARENESS OF “GETIT INFO SERVICES” AMONG SMALL & MEDIUM SCALE ENTERPRISES (SME’S), CHENNAI.

A PROJECT REPORT

Submitted by

MOHAMMAD RAFI.J

(Reg. No:21610631027)

in partial fulfillment for award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

SAVEETHA ENGINEERING COLLEGE THANDALAM, CHENNAI 602 105 ANNA UNIVERSITY: CHENNAI 600 025 JUNE 2012

A STUDY ON BRAND AWARENESS OF “GETIT INFO SERVICES” AMONG SMALL & MEDIUM SCALE ENTERPRISES (SME’S), CHENNAI.

A PROJECT REPORT

Submitted by

MOHAMMAD RAFI.J

(Reg. No:21610631027)

in partial fulfillment for award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

SAVEETHA ENGINEERING COLLEGE THANDALAM, CHENNAI 602 105 ANNA UNIVERSITY: CHENNAI 600 025 JUNE 2012

DECLARATION

I, MOHAMMAD Rafi.J , (21610631027) a bonafide student of Saveetha Management

School, Saveetha Engineering College , Chennai would like to declare that the project entitled, “A STUDY ON BRAND AWARENESS OF GETIT INFO SERVICES AMONG SMALL&MEDIUM SCALE ENTERPRI SES (SME’S), CHENNAI” in partial

fulfillment of Master of Business Administration course of the Anna University is my original project work.

Place :

Date

:

MOHAMMAD RAFI.J

BONAFIDE CERTIFICATE

Certified that this project report “A STUDY ON BRAND AWARENESS OF GETIT INFO

SERVICES

AMONG

SMALL

&

MEDIUM

SCALE

ENTERPRISES

( 21610631027) 7) who (SME’S),CHENNAI” is the bonafide work of MOHAMMAD RAFI. J (2161063102

carried out the project work under my supervision.

SIGNATURE

SIGNATURE

Mr A GANDHI

MRS. A. ANUPAMA JULIET

HEAD OF THE DEPARTMENT

Asst.PROFESSOR

SAVEETHA MANAGEMENT SCHOOL SAVEETHA ENGINEERING COLLEGE

SAVEETHA MANAGEMENT SCHOOL SAVEETHA ENGINEERING COLLEGE

THANDALAM, CHENNAI.

THANDALAM,CHENNAI. THANDALAM,CHENNAI.

ACKNOWLEDGEMENT

I take an opportunity to express my thanks to our President P resident Mr. Dr. N.M. VEERAIYAN and also to Director Dr.S.Rajesh.

I am thankful to Dr. R. VENKATASAMY, Principal of Saveetha Engineering College and also to Dean Prof R. Dheenadayalu for providing the required arrangements to carry out this project work. I am grateful to thank Prof, A.GANDHI our Head of the Department of Master of Business Administration. I wish to express my gratitude to my project guide MRS. A.ANUPAMA JULIET

for her constant support and encouragement.

I am very much thankful to Mr. Vivek Marketing manager of GETIT INFO SERVICES Chennai,

for spending his valuable time and giving guidance

and cooperation to carry on this project. p roject.

MOHAMMAD RAFI.J

ABSTRACT

Brand awareness is the ultimate goal of most businesses is to increase sales and income. Ideally, you want toattract new customers to your products and encourage repeat purchases.

The primary objectives to study the brand awareness of “getit info services” among small & medium scale enterprises (sme‟s), Chennai. The secondary objectives is to have a clear

understanding of the local search engine industry and getit info services position in market, to increase sales of getit info services products-services,

to retain other brand existing

customers and convert new customers for getit info services.

The sample size is chosen as 200. The statistical tools used for analysis of data are percentage analysis, karl pearson's correlation coefficient (r) mann-whitney u-test. This study is made to completely know about the Brand Awareness of Getit Info Services. Analysis and interpretation is done from the view point of existing clients ofGetit Info Services and based on their response the results are arrived.

The study reveals that the GETIT INFO SERVICES has built its brand awareness among a relatively good number of people in an around Chennai, People prefer GETIT INFO SERVICES due to its competitive package structures, fast reaching platform, prompt direct & online response, apart from tips and guidance from the company

TABLE OF CONTENTS

Chapter No

Description Title Page Bonafide Certificate Organization Certificate Declaration Acknowledgement Abstract Table of Contents List of Tables List of Charts

I.

II. III.

Introduction 1.1 Introduction 1.2 Objectives of the study 1.3 Need for the study 1.4 Scope of the study 1.5 Limitations of the study 1.6 Industry Profile 1.7 Organisation Profile

Review of Literature Research Methodology 3.1 Sources of data 3.2 Sample design 3.3 Questionnaire design

IV.

Data analysis and Interpretation

V.

Findings, Suggestions and Conclusion

VI.

Bibliography

VII.

Annexure

Page No

LIST OF TABLES

SNO

4.1

TABLES

Classification of respondents on how did you come to know about Getit Info Services products

4.2

Classification of respondents on which of the following is true for

Getit Info Services product 4.3

Classification of respondents on which of the following products introduced by Getit Info Services , you not aware of

4.4

Classification of respondents on Which products have you purchased?

4.5

Classification of respondents on Which media is more effective to generate business leads

4.6

Classification of respondents on Which product do you generally buy

4.7

Classification of respondents on Which of the following attributes do you associate with Getit Info Services

4.8

Classification of respondents on Which products of Getit Info

Services generate more revenue for your business 4.9

Classification of respondents on Which of them do you like/dislike?

4.10

Classification of respondents on Have you tried any of these products with any other brand

4.11

Classification of respondents on Do you know Getit Info Services competitors are

4.12

Classification of respondents on When you hear about a product category, can you recall our products

4.13

Classification of respondents on Dou you feel that the effective products are optimally priced

4.14

Classification of respondents on what is the serial number of Getit Info

Services product in the brand recalls order

P.NO

LIST OF CHARTS

SNO 4.1

CHARTS

Classification of respondents on how did you come to know about Getit Info Services products

4.2

Classification of respondents on which of the following is true for

Getit Info Services product 4.3

Classification of respondents on which of the following products introduced by Getit Info Services , you not aware of

4.4

Classification of respondents on Which products have you purchased?

4.5

Classification of respondents on Which media is more effective to generate business leads

4.6

Classification of respondents on Which product do you generally buy

4.7

Classification of respondents on Which of the following attributes do you associate with Getit Info Services

4.8

Classification of respondents on Which products of Getit Info

Services generate more revenue for your business 4.9

Classification of respondents on Which of them do you like/dislike?

4.10

Classification of respondents on Have you tried any of these products with any other brand

4.11

Classification of respondents on Do you know Getit Info Services competitors are

4.12

Classification of respondents on When you hear about a product category, can you recall our products

4.13

Classification of respondents on Dou you feel that the effective products are optimally priced

4.14

Classification of respondents on what is the serial number of Getit Info

Services product in the brand recalls order

P.NO

CHAPTER-1 INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

Marketing: According to Kotler “Marketing is a social and managerial process by which individual and groups obtain what they need and want through creating, offering and exchanging products of value with others” The American Marketing Association (AMA) defines marketing as the

performance of business activitiesthat direct the flow of goods and services from producer to consumer or user”

Brand awareness: The ultimate goal of most businesses is to increase sales and income. Ideally, you want toattract new customers to your products and encourage repeat purchases. Brand awarenessrefers to how aware customers and potential customers are of your business and its products.Within a week after its introduction, surveys found that more than 90% of US consumershad heard about the iPhone as a result of advertising and news reports. This is exceptionallyhigh brand awareness Ultimately, achieving successful brand awareness means that yourbrand is well known and is easily recognizable. Brand awareness is crucial to differentiatingyour product from other similar products and competitors.What is Brand Awareness?The ultimate goal of most businesses is to increase sales and income. Ideally, you want toattract new customers to your products and encourage repeat purchases. Brand awarenessrefers to how aware customers and potential customers are of your business and its products.Within a week after its introduction, surveys found that more than 90% of US consumershad heard abouthe iPhone as a result of advertising and news reports. This is exceptionallyhigh brand awareness. Ultimately, achieving successful brand awareness means that yourbrand is well known and is easily recognizable. Brand awareness is crucial to differentiating your product from other similar products and competitors.

INDUSTRY PROFILE

ADVERTISING MEDIA

The media industry can be categorized into the following categories; filmed entertainment, television, music, radio and print. As implied, many aspire to join this industry due to the high visibility and glamour associated with many of the top jobs. That said, the opportunities are many and varied, and not all focused on celebrity status, such as in the areas of mass communication, content development, animation, production and event management. Performance

The industry has suffered a great deal during the economic recession, with U.S. top media companies managing flat revenues in 2008 and a 5% contraction in 2009 according to Ad Age reports. Many players, dominated by those in the print industry, have plunged into bankruptcy, primarily due to the shrinking revenues coupled with massive debt loads taken on in the market boom. Though certain digital media firms such as Google fared well (revenues up 23%), others such as Microsoft witnessed a flat top line. Ad spending in the U.S. was also severely depressed, falling 4% in 2008 a further 14% in the H1 2009, according to WPP's TNS Media Intelligence. Despite this sorry state, newspapers, magazines and cable systems continue to operate and media companies have been trying to slash their crippling debt. Analysts believe the worst is over, and globally, the industry is poised to emerge with less debt and stronger balance sheets in the coming 6 months. Growth Potential

The Indian entertainment and media sector is one of the fastest growing sectors in the economy, and its segments have all witnessed tremendous double digit growth in the last few years. The past 2 years were tumultuous, especially due to poor liquidity in the system for financing big projects for the big and small screen. However, with global indicators realigning themselves once again, the Indian media and advertising industry too looks poised to resume where it left off pre 1H 2008. According to a 2009 report jointly published by the Federation of Indian Chambers of Commerce and Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to grow at ~13 % CAGR over 2009-13, touching US$ 20 billion by 2013.

The key reasons favoring the rapid growth of the Indian entertainment and media sector are the demographic and economic factors buoying India‟s development; with a majority of the

population below the age of 35, and increasing disposable income in Indian households, the average spend on media and entertainment is likely to grow, according to the 2009 edition of PricewaterhouseCoopers report. In addition, advances in technology, increasing penetration of communication mediums, policy initiatives of the Indian government to increase FDI and the increased participation of private media companies have been the other key drivers of the industry. As per current estimates the television industry is projected to grow by 22%, filmed entertainment by 16%, radio by 18% and the Indian advertising industry 61% over the next 3 years. Given the lucrative prospects of this segment, international media giants are all vying for a stake in the segment. In addition to domestic growth, the growing popularity of Indian content in the world market and South Asia in particular, has encouraged Indian entertainment industry players to also venture abroad to tap this booming segment; according to a report by CII-AT Kearney, the share of international markets in total box office collections is estimated to increase from 8% in 2006 to 15% in 2010. Future Prospects

The greatest opportunities naturally lie in those sub-areas that are expected to grow the fastest over the next few years, namely, in the development of digital distribution platforms for TV such as DTH, digital music platforms, digital media advertising (internet, mobile and digital signage) and global cinema content. For new graduates, the industry poses great prospects for achievement given its growth trajectory. On the flip side, it is extremely fast-paced and stressful as well. Additionally, being creative on a tight schedule can be emotionally draining, especially because most of the work includes long hours and meeting stringent deadlines.

COMPANY PROFILE INTRODUCTION TO GETIT INFO SERVICES GETIT Profile The company

Established in 1986, GETIT Infoservices (P) Ltd pioneered Yellow Pages and later freeclassifieds in India. GETIT focuses on bringing buyers and sellers together through information products and services. To users it offers high quality local search and classified services that can be accessed through any media – online, voice, mobile & print. Alongside it helps local businesses grow by bringing quality customers and enquiries. GETIT facilitates local businesses to be present across all media and new social platforms and benefit from the same in a transparent and measurable manner while taking away their pain and pressure of keeping up with changing media and trends.

Focus

GETIT specialises in Directional media – products consumers turn to when they are ready to buy and are looking for sellers. Consumers can turn to GETIT and access its quality information irrespective of the medium they choose – voice services, online, mobile or print. GETIT is now focussed on convergence of media in the local search and classifieds space. With increasing usage of mobile phones & tablet devices the way consumers access information and the way they shop/source is undergoing a huge change. GETIT is focussed on developing solutions which best address the changing needs and desires of today‟s

connected consumers and local businesses.

getitFREEADS is a classified ads bazaar and has served over 1,00,00,000 customers over the

last 14 years through its various print editions. It is now also available in a unique and innovative phone service as well as online. Consumers can buy or sell anything through getitFREEADS, without paying to advertise. Likewise, consumers desirous of purchasing pre-owned goods, properties or finding jobs, can do so effortlessly, just by calling 4444-4444.

Background

Founded in 1986, GETIT is credited with pioneering and popularizing the concept of Yellow Pages directories in India. It introduced and refined the concept over the past 3 decades and leads the innovation in the Indian market – introduction of B2B & B2C yellow pages, Findex(TM) – an international award winning categorization and cross referencing innovation, re-scoped directories in major metros, TrustMe verification and certification services and many more. GETIT currently operates in 32 cities – where it brings out various print editions. It has to its

credit Over 25 years of service to Indian small businesses and consumers

Awards

For two consecutive years - 2002 and 2003- GETIT was the winner of the Industry Excellence Award presented by YPIMA, USA. In 1997, GETIT, then known as M&N Publications, was awarded the Jamnalal Bajaj Ethical Business Practice award, for fair business practices. Investors

GETIT investors include Malaysia based ASTRO group – a cross media group with presence in DTH TV services, commercial radio and TV programming and HelionVenture Partners - a leading VC fund.

Products 1. Local Search products callGETIT: callGETITprovides 24x7 right answers and gives users access to any local

information on businesses across leading cities in multiple categories. It provides relevant and updated search results GETIT brings out its B2B and B2C yellow pages, aimed at the industrial and the consumer market respectively as well as BizList which provides an alphabetical search for companies and brands and thus is one common print directory for all telcos. www.getit.in is GETIT‟s online local search portal.

2. Classifieds products getitFREEADS: Buy. Sell. Anything! : getitFREEADS™ makes buying and selling simple.

It is simple to use, quick with results, convenient and free of cost. Consumers can place free ads in various categories like household goods, jobs, vehicles, properties, Education/Tuition, Business/Service, Computers/mobile, Computers/mobile, Health/Holiday,

personal etc. making buying and

selling easy and effective. getitFREEADS™ is available online at www.freeads.in Both callGETIT™ and services can be accessed by consumers on dialing # 444 4444 from

anywhere across India. GETIT has thus created India‟s largest Bazaar on phone FreeAds is available in print in 4 cities

GETIT also has various products for SMEs and Advertisers More information is available on www.getitgroup.in

About us Get what you want?

Looking for dealers for household appliances, hobby classes, furniture or maybe dealers for industrial generators or anything you wish?

Your search ends here!! Want to increase the number of clients for your business? Require an advertising medium which will give you the best possible Return on Investment (ROI)? Need to arrange a party or construct a building? So many requirements and only one answer – www.getit.in.

Getit.in? www.getit.in provides an excellent local searching platform for businesses and users to meet at a common junction. An ideal platform for the product & service providers in more than 30 cities in India. Easy to use functionality, very simple to register and scores of options to advertise. An advertiser pays only per click that is received on the ad! Pay only when the ad yields tangible results and also get a performance report card in real time! Any user spends the minimum amount of time on the search. Sounds good? Well, we are not done as yet. Getit™ is developing continuously, for you.

Who we are? Getit is the leading information service provider in India. We have built a strong national infrastructure and professional team that delivers a high quality of service, offering value for money. With a strong network of over 30 offices around the country & employee strength of over 1000, what else can anyone expect?

Information, anytime anywhere…. The information is available across online, voice, mobile & print.

Try us on the : Web: www.getit.in Mobile:

m.getit.in

hrtele -service at 444 44444 Voice Getit™ Now, the 24 hrtele-service SMS 5676722 Print Getit™ Yellow Pages, Bizlist And, we can promise you that you will get what you are searching for.

1.2 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES

A study on brand awareness of “Getit Info Services” among small & medium scale enterprises (SME‟s), Chennai

SECONDARY OBJECTIVES

1. To have a clear understanding of the local search engine industry and Getit Info Services position in market 2. To increase sales of Getit Info Services products-services 3. To retain other brand existing customers and convert new customers for Getit Info Services 4. To conduct an exhaustive market research on introduction of new products 5. To check awareness, price acceptance, innovation excitement among consumers 6. To check the awareness as well as level of satisfaction of customers & the company with regards introduction of new products-services

1.3 NEED FOR THE STUDY

Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers‟ buying decision, as it represents the main factor for

including a brand in the consideration set. Brand awareness can also influence consumers‟ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, brand awareness can be depicted into at least two facets – unaided (brand recall) and aided (brand recognition) – each of the two facets having its more or less effective influence on buying decision and perceived risk assessment. Today investors are facing a growing range of choice for online trading of stocks. They are making their choice on the basis of their perceptions of brand, quality service and value. Every company has to adopt strategies to keep its brand in consumer‟s memory. Strong brand

awareness means easy acceptance of new products. An organization has to measure the level of awareness of the potential customers and has to adopt different strategies to enhance the awareness level and to identify the appropriate promotional tool. Brand awareness is asset which brand managers create and enhance to build brand equity. It is related to the nature and features of product. It leads to brand strength which is constituted by measuring the variable like leadership, stability, Market, geographic, trend, support and protection etc…

Creating brand awareness with the use of advertising, promotion event management etc. A different brand has different kind of awareness which retains recognition. Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand. In today‟s competitive business scenario where every companies product is competing with

each other retaining loyal customer is an essence for which increasing the level of brand awareness is very vital.

1.4 SCOPE OF THE STUDY

The study is an analysis of brand awareness of different products/services of Getit Info Services with special regard to directional media.

The study is carried out by interviewing 200 existing clients. It has been deliberately decoded to conduct the survey among this existing client group because they are the people who generally look for expansion for their better visibility and brand image in the future. 1. The study has only made a humble attempt of evaluation of customer feedbackand brand awareness based on different criteria. 2. The brand awareness towards directional media services is carried out in mylaporeoffice of Chennai. 3. The survey conducted will provide the details about the brand awareness levelsresponding to the products and services provided by Getit Info Services

1.5 LIMITATIONS OF THE STUDY

1. The time taken to interview each consumer was more as every consumer had to be first explained everything and had to be dealt with patience. 2. The consumer‟s opinion at times was very biased due to existence of Getit info services in the market since many years. years. 3. The study covers the Chennai region only and due to the limited sample size, the facts relabeled in the study may not generalize. 4. While calculating the percentages, approximations are made to the nearest figures, for convenience in understanding. 5. The analysis is based on customer‟s opinion at the time of survey. Suggestions and conclusions are based on the limited data. 6. The companies selected for survey are heterogeneous, hence has variation in results.

CHAPTER-2 REVIEW OF LITERATURE

2.1 Lance Leuthesser, et al (1995) writes that "brand equity represents the value (to a

consumer) of a product, above that which would result for an otherwise identical product without the brand's name. In other words, brand equity represents the degree to which a brand's name alone contributes value to the offering (again, from the perspective of the consumer)."

2.2 The Marketing Science Institute (1988) defines brand equity as, "The set of

associations and behaviors on the part of the brand's customers, channel members, and parent corporations that permit the brand to earn greater volume or greater margins than it could without the brand name and that gives the brand a strong, sustainable, and differentiated advantage over competitors.

2.3 Kotler (2000) writes that “The central concern of brand building literature experienced a

dramatic shift in the last decade. Branding and the role of brands, as traditionally understood, were subject to constant review and redefinition.” A traditional definition of a brand was: “the name, associated with one or more items in the product line, which is used to identify the

source of character of the item”

2.4 The American Marketing Association (AMA) definition of a brand is “a name, term,

sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors”.

2.5 Keller (2003) says , “Technically speaking, then, whenever a marketer creates a new

name, logo, or symbol for a new product, he or she has created a brand”. He recognizes, however, that brands today are much more than that. As can be seen, according to these definitions brands had a simple and clear function as identifiers.

2.6 Urde Brand Hexagon (1999) presents Brand Orientation as another brand building

model that focuses on brands as strategic resources. “Brand Orientation is an approach in

which the processes of the organization revolve around the creation, development, and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands”. Brand orientation focuses

on developing brands in a more active and deliberate manner, starting with the brand identity as a strategic platform. It can be said that as a consequence of this orientation the brand becomes an “unconditional “unconditiona l response to customer needs and wants” w ants”

2.7 Aaker and Joachimsthaler (2000) leave behind the traditional branding model and

introduce the brand leadership model, “which emphasizes strategy as well well as tactics” In this model, the brand management process acquires different characteristics: a strategic and visionary perspective; the brand manager is higher in the organization, has a longer time job horizon, and is a strategist as well as communications team leader; building brand equities and developing brand equity measures is the objective; and, brand structures are complex, as the focus is on multiple brands, multiple products, and multiple markets. In short, brand identity and creating brand value become the drivers of strategy.

CHAPTER-3 RESEARCH METHODOLOGY

3

Research methodology is a way to solve the problem systematically. It may be understood as a science of studying how research is done scientifically. It consists of different steps that are generally adopted by a researcher to study his research problem. It includes research design, data collecting, research instrument, sampling plan, data analysis.

RESEARCH DESIGN:

“A research design is the arrangement of condition for collections and analysis of data in a manner that aim to combine relevance to research purpose with economy in procure”. Descriptive research design has been used f or the study.

DESCRIPTIVE RESEARCH DESIGN:

Descriptive research study is concerned with describing the characteristic of particular individuals or of a group. The main objective of descriptive research is to describe the proportion in a specified population who behave in a certain way.

DATA COLLECTION:

A researcher has several ways of collecting the appropriate data, which differ considerably in the context of money; cost, time, and other resources. Data is collected through primary source as well as secondary source. 

PRIMARY DATA: Primary data are original in character and are generated in large

number of survey conducted by government, and by some individuals, institutions and research bodies. For the study, the method used to collect primary data is questionnaire, Interview scheduling.



SECONDARY DATA: Secondary data means already available data. For the study, the data is collected from company records, websites, and books.

RESEARCH INSTRUMENT: The research instrument adopted in this study is questionnaire , which was

helpful in deriving the response of the clients in Chennai region. Questionnaire is the list of questions to be asked to the respondents. It also contains suitable space where the answers can be recorded.

SAMPLING PLAN:SAMPLE METHOD: The method used to collect the sample for the study was convenience sampling. When the population elements are related for inclusion in the sample

based on ease of access, it is called convenient sampling. SAMPLE UNIT: Clients in Chennai region. SAMPLE SIZE : The size of the sample was 200 clients.

DATA ANALYSIS:

The data after collection has to be processed and analyzed in

accordance with the outline laid down for the purpose at the time of developing research plan.

STATISTICAL TOOLS USED FOR ANALYSIS OF DATA:1. PERCENTAGE ANALYSIS : Percentage analysis shows entire population in

terms of percentage. It reveals the number of people belonging in a category or the number of people preferring a particular thing, etc in terms of percentages. The percentage analysis is obtained when 100 multiply ratios. Therefore, one figure is taken as base and it is represented by 100.

PERCENTAGE = NUMBER OF RESPONDENTS

TOTAL RESPONDENTS

X

100

2. KARL PEARSON'S CORRELATION COEFFICIENT (r):---

In statistics, the Pearson product-moment correlation coefficient (r) is a common measure of the correlation between two variables X and Y. When measured in a population the Pearson Product Moment correlation is designated by the Greek letter rho (?). When computed in a sample, it is designated by the letter "r" and is sometimes called "Pearson's r." Pearson's correlation reflects the degree of linear relationship between two variables. It ranges from +1 to -1. A correlation of +1 means that there is a perfect positive linear relationship between variables. A correlation of -1 means that there is a perfect negative linear relationship between variables. A correlation of 0 means there is no linear relationship between the two variables. Correlations are rarely if ever 0, 1, or -1. If you get a certain outcome it could indicate whether correlations were negative or positive. Mathematical Formula:--

The quantity r, called the linear correlation coefficient, measures the strength and the direction of a linear relationship between two variables. The linear correlation coefficient is sometimes referred to as the Pearson product moment correlation coefficient in honor of its developer Karl Pearson.

The mathematical formula for computing r is:

3. MANN-WHITNEY U-TEST AKA MANN – WHITNEY WHITNEY – WILCOXON WILCOXON (MWW) OR WILCOXON RANK-SUM TEST

Non-parametric tests are basically used in order to overcome the underlying assumption of normality in parametric tests. Quite general assumptions regarding the population are used in these tests. A case in point is the Mann-Whitney U-test (Also known as the Mann-WhitneyWilcoxon (MWW) or Wilcoxon rank-sum test).

The Mann-Whitney U-test is used to test whether two independent samples of observations are drawn from the same or identical distributions. An advantage with this test is that the two samples under consideration may not necessarily have the same number of observations. This test is based on the idea that the particular pattern exhibited when „m‟ number of X random variables and „n‟ number of Y random variables are arranged together in increasing

order of magnitude provides information about the relationship between their parent populations. The Mann-Whitney test criterion is based on the magnitude of the Y‟s in relation to the X‟s, i.e. the position of Y‟s in the combined ordered sequence. A sample pattern of arrangement where most of the Y‟s are greater than most of the X‟s or vice versa would be evidence

against random mixing. This would tend to discredit the null hypothesis of identical distribution.

CHAPTER – 4 DATA ANALYSIS & INTERPRETATION

TABLE 4.1

Table showing that how did you come come to know about about Getit Info Services products

S.no Media

Number of responders

A

Television

21

10

B

39

19

C

Marketer‟s Suggestion Radio

17

9

D

Print

82

41

E

Online

41

21

200

100

Total

Percentage of respondents

Chart 4.1 showing that how did you come to know about Getit Info Services products

Television

Marketer’s Suggestion

21%

Radio

Print

Online

10% 19%

41%

9%

Inference:

The above table reveals that mostly 41% of the respondents came to know about the products by print media.

TABLE 4.2 Table showing which the following is true for Getit Info Services products

S.no Factors

a b

Number of

Percentage of

respondents

respondents

It is a niche product targeting to only a particular segment It is a commodity product

11 23

9 37

c d

It has a differentiation strategy for different segments None

63 126 14

7 100

200 Total

Chat 4.2 showing which the following is true for Getit Info Services products It is a niche product targeting to only a particular segment It is a commodity product It has a differentiation strategy for different segments None

7%

11% 19%

63%

Inference:

The above table reveals that mostly 63% of the respondents felt Getit info services has a differentiation strategy for different segments

TABLE 4.3 Table showing which of the following products introduced by GETIT yellow pages, you not aware of?

S.no

a

Products

Percentage of

respondents

respondents

Consumer Buying Guides

b

Number of

11 22

Business To

10

Business Buying Guides B2B c

Bizlist Directories

d

GETIT Freeads

e

Call GETIT (Voice)

f

M.GETIT.In

20 35 0 0

17 0 0 27

(Mobile Application) g

Www.GETIT.In (Web Site)

h TOTAL

54

Known all products

15 29 40

200

20 100

Chat 4.3showing which of the following products introduced by GETIT yellow pages, you not aware of? Consumer Buying Guides

10%

11%

20%

Business To Business Buying Guides B2B Bizlist Directories GETIT Freeads

15%

17% Call GETIT (Voice) 27% 0% 0%

M.GETIT.In (Mobile Application) Www.GETIT.In (Web Site) Known all products

Inference:

The above table reveals that mostly 27% of the respondents are not aware of M.GETIT.In (Mobile Application)

TABLE 4.4 Table showingwhich products have you purchased

S.no Products

a


b

Business To Business Buying Guides

Number of

Percentage of

respondents

respondents

26

13 12

B2B

25

c

Bizlist Directories

d

GETIT Freeads

e

Call GETIT (Voice)

f

M.GETIT.In (Mobile Application)

g


13 39 67 16 14

200

Total

6 20 34 8 7 100

Chart 4.4 showing which products have you purchased Consumer Buying Guides 8%

7%

Business To Business Buying Guides B2B

13% 12%

Bizlist Directories 34% 20%

6%

GETIT Freeads Call GETIT (Voice) M.GETIT.In (Mobile Application)

Inference:

The above table reveals that mostly 34% of the respondents Call GETIT (Voice)

TABLE 4.5 Table showing which media is more effective to generate business leads

S.no Media

a b

Press (Newspapers, Magazines, Classifieds) Radio

c

Television

d

Web / Internet

e

Others

Number of

Percentage of

respondents

respondents 28

57 21 23 81 18

200

Total

12 12 41 9 100

Chart 4.5 showing which media is more effective to generate business leads Press ( Newspapers, Magazines, Classifieds) 9%

Radio

28%

Television

41%

10% 12%

Web / Internet

Others

Inference:

The above table reveals that Web / Internet media is more effective to generate business leads for 41% of the respondents

TABLE 4.6 Table showing which product do you generally buy

S.no Products

a


b


Number of

Percentage of

respondents

respondents 13

26

12

B2B

25

c

Bizlist Directories

d

GETIT Freeads

e

Call GETIT (Voice)

f


g


6

13

20

39

34

67

8

16

7

14

200

Total

100

Chart 4.6showing which product do you generally buy Consumer Buying Guides

8%

7%


13% 12%

Bizlist Directories

6% GETIT Freeads

34% 20%

Call GETIT (Voice) M.GETIT.In (Mobile Application) Www.GETIT.In (Web Site)

Inference:

The above table reveals that mostly 34% of the respondents generally buy Call GETIT (Voice) followed by20% of the respondents buy GETIT Freeads.

TABLE 4.7 Table showing which of the following attributes do you associate with Getit Info Services

S.no

a

Factors

Number of

Percentage of

respondents

respondents

Affordable

21 43

b

Dependable

10 21

c

Visibility

38 75

d

Essential

10 19

e

Branding

21 42

Total

200

100

Chart 4.7 showing which of the following f ollowing attributes do you associate with Getit Info Services

21%

21% Affordable

10%

10%

Dependable Visibility Essential

38%

Branding

Inference:

The above table reveals that for visibility more that 38% of the respondents are associated with GETIT INFO SERVICES

TABLE 4.8 Table showing which products of Getit Info Services generate more revenue for your business

S.no Products

a

Number of

Percentage of

respondents

respondents

Consumer Buying Guides b

13

26


13

B2B

27

c

Bizlist Directories

d

GETIT Freeads

e

Call GETIT (Voice)

f


g


7

15

21

41

32

64

6

12

8

15

Total

200

100

Chat 4.8 showing which products of Getit Info Inf o Services generate more revenue for your business Consumer Buying Guides 6% 8%

13%


13%

Bizlist Directories

32% 21%

7%

GETIT Freeads Call GETIT (Voice)

Inference:

The

above

table

reveals

revenue for 32% of respondents

that

Call

GETIT

(Voice)

product

generating

more

TABLE 4.9 Table showingwhich of them you like/dislike

S.no Products

Like

a


b


c

Bizlist Directories

d

GETIT Freeads

e

Call GETIT (Voice)

f


g


Dislike 22

25

24

30

26

15

40

0

55

0

18

55

15

0

200

125

Total

Chart 4.9 showing which of them you like/dislike 60 50 40 n 30 o 20 i t a 10 l u 0 e z i s

lIKE

p o P

DISLIKE

Products

Inference:

The above table reveals that mostly27% of the respondents like Call GETIT (Voice) &44% of the respondents dis-like M.GETIT.In (Mobile Application)

TABLE 4.10 Table showing which have you tried any of these products with any other brand- Please mention which brand S.no Competitors Number of Percentage of

respondents a b c d e f g h i j

respondents

Justdial

42

21

Indiamart.com

28

14

Sulekha

26

13

Tradeindia.com

20

10

Alibaba.com

12

6

quicker.com

15

7

olx.in

11

5

flipkart.com

15

8

E-bay

26

13

5

3

Chennai.click.in

Total

200 100

Chart 4.10 showing which have you tried any of these products with any other brand? - Please mention which brand Justdial

3% 13%

Indiamart.com

21%

Sulekha

8%

Tradeindia.com

5%

14% 7%

Alibaba.com quicker.com

6% 10%

13%

olx.in flipkart.com E-bay Chennai.click.in

Inference:

The above table reveals that mostly 21%of respondents using both GETIT INFO SERVICES and JUST DIAL

TABLE 4.11

Table showing do you know Getit Info Services competitors are. S.no

Competitors

Number of

Percentage of

respondents

respondents

Justdial

103

51

Indiamart.com

41

20

Suleka

22

11

Tradeindia.com

13

7

Alibaba.com

12

6

quicker.com Total

9

5

a b c d e f

200

100

Chart 4.11 showing do you know Getit Info Inf o Services competitors are. 6%

5%

7% Justdial Indiamart.com

11% 51% 20%

suleka Tradeindia.com Alibaba.com quicker.com

Inference:

The above table reveals that mostly51% of the responders felt JUST DIAL as competitors for GETIT INFO SRVICES

TABLE 4.12 Table showing when you hear about a product category, can you recall our products

Opinion

Number of respondents

Yes

Percentage of respondents 44

88

No

56

112

Total

200

100

Can you recall all products

44% 56%

Yes No

Inference:

The above table reveals that mostly56% of the respondents aren‟t able to recall

product category

TABLE 4.13 Table showing do you feel that the effective products are optimally priced

Opinion

Number of respondents

Percentage of respondents

Yes

68

No

32

Total

200

100

Chart 4.13 showing do you feel that the effective eff ective products are optimally priced

32%

Yes 68%

No

Inference:

The above table reveals that mostly68% of respondents felt that the effective products are optimally priced

TABLE 4.14

Table showing what is the serial number of Getit Info Services product in the brand recall orde

Grade

Number of

Percentage of

respondents

respondents

1

92

2

48

3

34

More than 3

18

None

8

TOTAL

200

46 24 17 9 4 100

Chart 4.14 showing what is the serial number of Getit Info Services product in the brand recall order 4% 9% 46%

17%

1 2 3

24%

More than 3 None

Inference:

The above table reveals that mostly46% of the respondents gave serial number one for GETIT INFO SERVICES products in the brand recall order

4.15KARL PEARSON'S CORRELATION COEFFICIENT (r):

4.15 TO FIND OUT THE ASSOCIATION BETWEEN PRODUCT PURCHASED AND PRODUCT GENERATE MORE REVENUE

Null Hypothesis: Ho

There is no significant difference betweenproducts purchased and product generates more revenue. Alternative hypothesis: H1

There is significant difference between product purchased and product generates more revenue.

7835 – 5714 = 2217.71 * 2061.71

r = 0.9918

Result:

The value of r = 0.9918 where r > 0 which indicates that there is high positive correlation between the products purchased and product generates more revenue.

Inference

There is no significant difference between products purchased and product generates more revenue.

4.16 TO FIND OUT THE ASSOCIATION ASSOCIATION BETWEEN PRODUCTS PRODUCTS RECALL AND EFFECTIVE PRODUCTS RAE OPTIMALLY CHARGED

Null Hypothesis: Ho

There is no significant difference betweenproducts recall and effective products are optimally charged. Alternative hypothesis: H1

There is significant difference between products recall and effective products are optimally charged.

19136 – 20000 = 288* 2592

r = -1

Result:

The value of r = -1 where r < 0 which indicates that there is negative correlation betweenproducts recall and effective products are optimally charged.

Inference

There is significant difference products recall and effective products are optimally charged.

4.17 MANN-WHITNEY U-TEST

Null Hypothesis: Ho

There is no significant difference between advertisement and awareness Alternative hypothesis: H1

There is significant difference between advertisement and awareness

U = 22

Mean of U

Variance of U

=

= 20

=

=23.33

Therefore the standard normal variant of U in

22 - 20 = 23.33 = -0. 414 Calculated value of IZI = 0.414 The critical value of z at 5% significance level (α) is 1.96 Result

Since the calculated value is lesser than the table value. Null hypothesis is accepted.

Inference

There is no significant difference between people of different experience source for using job search.

CHAPTER – 5 FINDINGS, SUGGESTIONS & CONCLUSION

5.1 FINDINGS

1. Nearly half of the respondents came to know about the products by print media 2. More than half of the respondents said GETIT INFO SERVICES has a differentiation strategy for different Segments 3. More than one-fourth of the respondents are not aware ofM.GETIT.In (Mobile Application) 4. More than one-fourth of the respondents purchased both GETIT Freeads and Call GETIT (Voice) 5. Web / Internet media is more effective to generate businessleads for nearly half of the respondents 6. More than one-fourth of the respondents generally buy both GETIT Freeads and Call GETIT (Voice) 7. For visibility more than one-fourth of the respondents are associated with GETIT INFO SERVICES 8. More than half of the respondents like & dis-like Call GETIT(Voice) &M.GETIT.In (Mobile Application) respectively 9. Nearly one-fourth of respondents using both GETIT INFO SERVICES and JUST DIAL 10. Half of the responders felt JUST DIAL as competitors for GETIT INFO SERVICES 11. More than half of the respondents aren‟t able to recallproduct category 12. Nearly one-third of respondents felt that the effective products are optimally priced 13. Call GETIT (Voice) product generate more revenue for more than one-fourth of respondents 14. Nearly half of the respondents gave serial number one for GETIT INFO SERVICES products in the brand recall order

5.2 SUGGESTIONS

1. There has to be enough promotional campaigns pre-launch so that consumers are aware of the products. 2. Most of the new products have already been tried by consumers with rival brands. Due to this, the consumers do not find the new products innovative enough and there is no enthusiasm among consumers to try the new products. 3. The new products have to be introduced in free of cost so that consumers don‟t think a lot before purchasing it rather than spending to try a competitor‟s product. 4. People from GETIT INFO SERVICES, salesmen, sales manager need to visit the field on a daily basis as this is one of the most common complaints we came across that no one from GETIT INFO SRVICES ever comes to visit and see how things are going after sales. 5. GETIT INFO SERVICES is the leader in the local search engine industry so it should think about more innovative ideas compared to its competitors to increase its market share. 6. Local search engine industry is a service oriented market, so among competitors, whoever puts their products innovative will be on profit side. 7. GETIT INFO SRVICES should come up with an incentive scheme for their salesmen to motivate them. In market, salesmen are already aware of the incentive schemes provided by other competitor companies, so they demand for incentive schemes like them. This will benefit the company in the end. 8. The company should take proper feedback from existing clients from time to time. In case they are facing any problem it can be solved timely, without delays.

5.3 CONCLUSION

Brands are now a central feature of business to business marketing& consumer marketing, they are important in building long-term relationships with the consumer, irrespective of the type of market. Their importance is now also being recognized in other markets, including service and industrial. Investing in a brand builds consumer confidence and loyalty and allows for brand stretching. It requires a consistent and long-term strategy. A survey of the customers has been conducted to know the brand awareness of the small and medium scale enterprises (SMES) firms available in the market with special reference to GETIT INFO SERVICES Pvt Ltd. 1. GETIT INFO SERVICES has built its brand awareness among a relatively good number of people in an around Chennai 2. The customers are aware of the services of GETIT INFO SERVICES with the help of print and online media. The company now needs to focus on finding ways to increase its advertising channels to reach the relatively large number of people 3. People prefer GETIT INFO SERVICES due to its competitive package structures, fast reaching platform, prompt direct & online response, apart from tips and guidance from the company

BIBILIOGRAPHY

Text Books:

1. Marketing Management Philip Kotler 2. Sample survey by questionnaire

Internet:

1. www.google.com 2. www.getit.in 3. www.slideshare.com 4. www.wikipedia.com

Magazines:

1. Companies Brochures & Manuals

ANNEXURE

QUESTIONNARE

A study on brand awareness of “Getit Info Services” among Small & medium scale enterprise SME’s,Chennai. Respected sir/madam I am J. Mohammad Rafi an M.B.A student. I am undertaking a project on “ BRAND AWARENBESS”. In this context, I request you to spend

your valuable time in filling the questionnaire given below, which is used for my project work. (Part A)

Personal Data: 1. Name

:

2. Address

:

3. Phone Number

:

4. Email id

:

(Part B) Q1. How did you come to know about Getit Info Services products? a Television 95

b Marketer‟s Suggestion

12

c

33

Radio

d Print

55

e

5

Other Total

200

Q2. Which of the following is true for Getit Info Servicesproduct?

a

It is a niche product targeting to only a particular segment b It is a commodity product c

It has a differentiation strategy for different segments d None

Total Q3. Which of the following products introduced by Getit Info Services, you not aware of? a Consumer Buying Guides

b Business To Business Buying Guides B2B c

Bizlist Directories

d GETIT Freeads e

Call GETIT (Voice)

f


g Www.GETIT.In (Web Site) Total

Q4. Which products have you purchased? a Consumer Buying Guides b Business To Business Buying Guides B2B c Bizlist Directories d GETIT Freeads e Call GETIT (Voice) f M.GETIT.In (Mobile Application) g Www.GETIT.In (Web Site) Total

Q5. Which media is more effective to generate business leads? a Press (Newspapers, Magazines, Classifieds)

b Radio c Television d Web / Internet e Others Total

Q6. Which product do you generally buy?

a b c d e f g

Consumer Buying Guides Business To Business Buying Guides B2B Bizlist Directories GETIT Freeads Call GETIT (Voice) M.GETIT.In (Mobile Application) Www.GETIT.In (Web Site) Total

Q7. Which of the following attributes do you associate with Getit Info Services?

a Affordable b Dependable c

Visibility

d Essential e Branding Total

Q8. Which products of Getit Info Services generate more revenue for your business?

A


B C

Business To Business Buying Guides B2B Bizlist Directories

D

GETIT Freeads

E

Call GETIT (Voice)

F


g

Www.GETIT.In (Web Site) Total

Q9. Which of them do you like/dislike?

a

Consumer Buying Guides Business To Business Buying Guides B2B Bizlist Directories GETIT Freeads Call GETIT (Voice) M.GETIT.In (Mobile Application) Www.GETIT.In (Web Site)

b

c d e f

g

LIKE

DISLIKE

Total

Q10.Have you tried any of these products with any other brand? - Please mention which brand PRODUCTS Other brand a. Consumer Buying Guides b. Business To Business Buying Guides B2B c. Bizlist Directories

d. GETIT Freeads e. Call GETIT (Voice) f. M.GETIT.In (Mobile Application) g. Www.GETIT.In (Web Site) Total

Q11. Do you know Getit Info Services competitors are?

a) Yes

b) No

Is yes, please name a few ___________________________________________

Q12. When you hear about a product category, can you recall our products?

a) Yes

b) No

Q13. Dou you feel that the effective products are optimally priced? a) Yes b) No

Q14. What is the serial number of Getit Info Services product in the brand recall order?

a) 1 d) More than 3

b) 2 e) None

c) 3

Q15. Feedback & Suggestion If Any…….

THANKS FOR SPENDING YOUR VALUABLE TIME WITH ME...

brand awareness

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