A
Training Report
On
“ Studying The Effect of Brand Awareness on
Marketing Performance”
Submitted to
Kurukshetra University, Kurukshetra
In the partial fulfillment of the Degree of Bachelor of Business Administration
(Session 2018-21) BBA 5th Semester
Under the Guidance of: Submitted by:
Dr. Swati Utreja Gourav
Assistant Professor S/o Mr. Brij Bhushan
Department of Management Class Roll No- 1821061
Univ. Reg- 18-TRY-67
Univ. Roll No180005007
Tilak Raj Chadha Institute of Management &Technology
(Affiliated to KurukshetraUniversity, Kurukshetra& Approved By AICTE)
MukandLal Educational Complex, Yamuna Nagar- 135001 (Haryana)
Ph. 01732-220103, 234010, 234110. Fax: +91-1732-234110 E-mail:
info@timt.ac.in, Web Site: www.timt.ac.in
DECLARATION
I Gourav, Roll No 1821061, BBA (Semester-V), Univ. Roll No 180005007and Univ. Reg.
No 18-TRY-67 of Tilak Raj Chadha Institute of Management and Technology, Yamuna
Nagar hereby declare that the Summer Internship Report entitled “To study the effect of
brand awareness on marketing performance.” has been an original work and the same has
not been submitted to any other Institute for the award of any other degree.
(Gourav)
ACKNOWLEDGEMENT
This project involves many helping hands. First of all the researcher would like to thank all
those, who have helped him in completion of the project and bringing out the timely submission
of the report. He is also grateful to the management of Business Standard Pvt. Ltd. for
allowing her to undergo a project in their company providing all sorts of facilities and above all a
learning experience.
He would like to convey thanks to Dr. Vikas Daryal, (Director), and Dr. Vandana Madaan,
(Head, Department of Management) and Dr. Swati Uttreja, Assistant Professor, TIMT for
their ready assistance, keen interest and valuable suggestions. Last, but not the least, He is
extremely thankful to her parents, respondents and friends for their unconditional support and
ready assistance.
EXECUTIVE SUMMARY
The intended research on “To study the effect of brand awareness on marketing performance has
been carried out to identify significant factors which impact on Marketing Performance.
The research has been Descriptive in nature as it seeks to discover ideas and insight to bring out
new relationship based on previous findings in other organizations. The type of investigation is
Causal as it develops the relationship between various factors. Study setting is Non-contrived
because the study has been conducted with no interference of researcher. It is a Cross-sectional
study as data has been collected at one point of time.
The data has been collected by researcher from through questionnaire comprising of 15 questions
on a Likert scale in order to measure the effect on brand awareness on marketing performance
and buying behaviour. He has drawn a sample of 247 respondents using non probability
sampling technique.
Various statistical tools have also been applied like Descriptive Test, Reliability Test, Factor
Analysis and Regression to analyze the data using software for Statistical Package for Social
Sciences (SPSS) 18.0 and Amos 20.0
CONTENTS
1. Introduction
a. Profile of Industry
b. Profile of company
c. Introduction to the topic
2. Theoretical Framework
a. Construct
b. Independent, Dependent and Moderating Variables
3. Literature Review
4. Research Objectives
5. Research Methodology
a. Research Design
i. Type of Research Design
ii. Time Horizon
iii. Study Setting
iv. Measurement and Scaling
b. Flowchart for selection of Statistical Tools
c. Sample and Sampling Design
d. Data Collection
e. Hypothesis development and Testing
f. Statistical Tools
Descriptive Test
Reliability Analysis
Correlation Analysis
Regression Analysis
Factor Analysis
g. Limitations of the Study
6. Data Analysis
7. Result and findings
8. Policy Implications
9. Recommendations
10. Bibliography
11. Annexure
a. Annexure i – Questionnaire
b. Annexure ii- Descriptive
c. Annexure iii- Reliability
d. Annexure iv- Factor Analysis
e. Annexure v- Regression
f. Annexure vi -Snapshots
