Niraj Main

7/29/2019 Niraj Main

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A Presentation on

The Study of Brand Awareness of Havmor

in Ahmedabad City Region

Presented By:

Niraj Naik

V. M. Patel Inst. Of Management,

Ganpat University,

Kherva.

Presented To:

Pratiyogita 2011

M.H.Gardi School of Management

C.C.Gardi Institute of ManagementIn Association With

Gujarat Technological University


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Flow of presentation

Introduction

Porters 5 forces analysis

SWOT analysis

Research methodology

Data analysis

Findings

Limitation

Suggestions

V.M.Patel Institute of Management


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Ice cream Industry

Organized Market

Mass Market Tiny Market

UnorganizedMarket

Farki, Gocool,Janta

Vadilal. Havmor, Amul,Dairy Den

Baskins n Robins,Kwality Walls

The organized market consists of 70% of the market share of the ice cream industry and the

rest 30 % is the unorganized market.V.M.Patel Institute of Management


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Porters 5 force Analysis

Buyer Power- High

Supplier Power- Low

Threat of Substitutes- Moderate

Potential Entrants- Moderate

Industry Rivalry- High



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Havmor Ice cream

Its was founded and established by Shri. Satish Chona in the year 1944

in karachi when India was not divided.

By 1947 it became a famous local brand.

In 1947 Shri. Satish Chona moved to India and settled in Ahmedabadand established it in Ahmedabad.

The recent chairman is Mr. Pradip Chona.

Shri Satish Chona made a motto for Havmor Achchai, Sachchai,

Safai and Mr. Pradip Chona added Navu Su Che?

Today Havmor has 50 main outlets and 12000plus dealers in Gujarat.



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SWOT Analysis

Strength- Good quality and service, Large chain of retail outlets.

Weakness- Financial Flexibility. Lack in innovation.

Opportunities- Attract the present generation and become a strong regionalbrand.

Threats- High taxes, high overheads and local competition.



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Research objective

Primary Objective

To know the brand awareness of Havmor ice cream in the Ahmedabad city

region

Secondary Objectives

To get the knowledge that how much consumers know about the havmor

products in the different areas of Ahmedabad city.

To find out how many people consume Havmor in the different areas of

Ahmedabad.To know which ice cream brand is most preferred by consumers in Ahmedabad

city

To find out the relationship between the demographic factors of respondents and

brand awareness of Havmor Ice cream.



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Research methodology

1.Research design-Exploratory design--ConclusiveExploratory

2.Research method-Personal Interview, Telephonic interview

3.Research tool- Questionnaire

4.Data collection-

Primary dataFrom Whom- Consumers of ice cream

Secondary data- From internet and employees

5.Sampling procedure

Sampling unit- Consumers of Ice cream

Sampling size-200Sampling procedure- Cluster Sampling

Area of Research- Ahmedabad- Northeast Area- Ashram Road, Navrangpura, colleges

Northwest Area- Sabarmati, Chandkheda, Sahibaug

Southwest Area- Isanpur, Maninagar, Narol

Southeast Area- Bopal, Paldi, S.G.HighwayV.M.Patel Institute of Management


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Measures

Brand Awareness Scale- Construct* The Brand Awareness has been constructed on the following:

- Identity

- Recognition

- Recall

Brand Awareness ScaleThe Brand Awareness scale used in the research is the likert scale.

Anchors

The anchors used for measuring the brand awareness is 1 to 5 from

Strongly Disagree to Strongly Agree.

*Source:

Priluck and Till (2010) Comparing a customer-based brand equity scale with theImplicit Association Test in examining consumer responses to brands, Journal ofBrand Management vol.17. No. 6, PP. 413-428.

Buil, Chernatony and Martinez (2008) A cross-national validation of the

consumer-based brand equity scale, Journal of Product & Brand Managementvol.17. No. 6, PP. 384-392. V.M.Patel Institute of Management


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Reliability Test

To verify the reliability of the constructs of the questionnaire Cronbachcoefficient alpha should be greater than 0.600 that is set by the researcher.

Here we get 0.887 which is greater than 0.600, So we can say that the data

is consistent in nature and we can rely on the data.

Cronbach's Alpha N of Items0.887 18



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Data Analysis



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Frequency AnalysisAre you aware of the products of Havmor Icecream?



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Which price range of Ice-cream do you prefer the most?


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Recommending Havmor to a friend or associate?



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Hypothesis H0: There is no any significant difference between the areas of the respondents of

ahmedabad city region affecting the brand awareness of Havmor .

H1: There is significant difference between the areas of the respondents of ahmedabadcity region affecting the brand awareness of Havmor .

H0: There is no any significant difference between the gender of the respondents of


H1: There is significant difference between the gender of the respondents of ahmedabad

city region affecting the brand awareness of Havmor .

H0: There is no any significant difference between the age groups of the respondents of


H1: There is significant difference between the age groups of the respondents of


H0: There is no any significant difference between the monthly income of the

respondents of ahmedabad city region affecting the brand awareness of Havmor .

H1: There is significant difference between the monthly income of the respondents of

ahmedabad city region affecting the brand awareness of Havmor .V.M.Patel Institute of Management


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Manova Analysis

Multivariate analysis of Variance (MANOVA) is an extension of analysis of

variance (ANOVA) to accommodate more than one dependent variable. It is a

dependence technique that measures the differences for more than one

dependent variables based on a set of independent variables (Hair, Black,

Babin, Anderson & Tatham, 2007).

I have taken MANOVA analysis for my research as I wanted to test the brand

awareness of Havmor is significantly different across the areas of Ahmedabad

City.

I have also taken MANOVA Analysis test as I have more than one dependent

variables i.e. brand recognition and brand remembrance.



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H0: There is no any significant difference between the areas of the

respondents of Ahmedabad city region affecting the brand awareness of

Havmor. H1: There is significant difference between the areas of the respondents of

Ahmedabad city region affecting the brand awareness of Havmor.

Multivariate Tests

Result: Null Hypothesis H0 Rejected.

Effect Value FHypothesis

df Error df Sig.Area Pillai's Trace .567 2.342 54.000 543.000 .000

Wilks' Lambda .514 2.479 54.000 534.166 .000

Hotelling's Trace .798 2.625 54.000 533.000 .000

Roy's LargestRoot

.571 5.746b 18.000 181.000 .000



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H0: There is no any significant difference between the Gender of therespondents of Ahmedabad city region affecting the brand awareness ofHavmor.

H1: There is significant difference between the Gender of the respondents ofAhmedabad city region affecting the brand awareness of Havmor.

Multivariate Tests

Result: Null hypothesisH0 is Rejected.

Effect Value FHypothesis

df Error df Sig.

Gender Pillai's Trace .165 1.992a 18.000 181.000 .012

Wilks' Lambda .835 1.992a 18.000 181.000 .012

Hotelling's Trace .198 1.992a 18.000 181.000 .012

Roy's Largest Root .198 1.992a 18.000 181.000 .012



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H0: There is no any significant difference between the Age groups of the

respondents of Ahmedabad city region affecting the brand awareness of

Havmor. H1: There is significant difference between the Age groups of the respondents

of Ahmedabad city region affecting the brand awareness of Havmor.

Multivariate Tests

Result: Null hypothesis H0 is rejected

Effect Value F

Hypothesis

df Error df Sig.

Age Groups Pillai's Trace .688 2.089 72.000 724.000 .000

Wilks' Lambda .459 2.136 72.000 702.299 .000

Hotelling'sTrace .889 2.179 72.000 706.000 .000

Roy's LargestRoot

.431 4.334b 18.000 181.000 .000



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H0: There is no any significant difference between the Monthly Income of therespondents of Ahmedabad city region affecting the brand awareness of Havmor.

H1: There is significant difference between the Monthly Income of therespondents of Ahmedabad city region affecting the brand awareness of Havmor.

Multivariate Tests

Result: Null Hypothesis H0 is Rejected

Effect Value F Hypothesis df Error df Sig.MonthlyIncome

Pillai's Trace .449 1.769 54.000 543.000 .001

Wilks' Lambda .606 1.808 54.000 534.166 .001

Hotelling's

Trace.562 1.848 54.000 533.000 .000

Roy's LargestRoot

.354 3.556b 18.000 181.000 .000



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Manova Analysis Overview

Sr.No Demographic Variable Hypothesis Result

1 Area Null Hypothesis Ho is

rejected

2 Gender Null Hypothesis Ho is

rejected

3 Age groups Null Hypothesis Ho isrejected

4 Monthly Income Null Hypothesis Ho is

rejectedV.M.Patel Institute of Management


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Findings

From the Hypothesis analysis I have concluded that there is significant difference

between the areas of Ahmedabad and the brand awareness of Havmor.


between the Gender of the consumers of ice cream and brand awareness of Havmor.


between the Age groups of the consumers of ice cream and brand awareness of

Havmor.

From the Hypothesis analysis I have concluded that there is significant differencebetween the Monthly Income of the consumers of ice cream and brand awareness of

Havmor.

From the research done I have found out that in the ice cream industry as per the

porters 5 force model the new entrants are low as high capital is required, buyer

power is high as there are many purchasers, supplier power is low and the threat of

substitutes is also low.

From the SWOT analysis we find out that the strength of Havmor is there quality

and service but there weakness is financial flexibility and lack of innovations.

From the research I have found out that Havmor is preferred after vadilal and Amul

when the word Ice cream comes.



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Limitations

The research is being carried out in Ahmedabad regions only. The

respondents of the other cities are not being carried out in this survey.

Different respondents have different perception so researcher cant predict

their perception accurately.

Limited number of sample size for the survey as the research has to becarried out in 50-60 days.



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Suggestions

From the hypothesis analysis , I can suggest that Havmor have to provide

equal services and products in the different areas of the Ahmedabad City.

From the hypothesis analysis , I can suggest that Havmor should provide there

distributorship to the grocery shops also as females mostly purchase many

things from those shops. From the hypothesis analysis, I can suggest that Havmor should focus on the

young generation more as they consider ice cream as a refreshments and

prefer it any time around the year.

From the hypothesis analysis , I can suggest that Havmor has low price

products and most consumers prefer price range of 10 -150 so for theconsumers of the middle income they should provide various new schemes.

Havmor should increase there promotional activities for making it a strong

regional brand.

Havmor should bring innovations in their products as per the competitors.



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