A STUDY ON THE INFLUENCE OF BRAND

AWARENESS AND BRAND IMAGE ON PURCHASE

INTENTION WITH REFERENCE TO MERCELY’S
ICE CREAMS

SUBMITTED BY
DILJITH T D
Reg. No. 230021076665

Under the Guidance of

Mrs. RESHMI SUNIL
Submitted in partial fulfillment of the requirement for the award of the Degree of
BACHELOR OF BUSINESS ADMININSTRATION
Of Mahatma Gandhi University, Kottayam

[Affiliated to Mahatma Gandhi University]

APRIL- 2026
 YELDO MAR BASELIOS COLLAGE
MARIAN VILLAGE ,PUTHUPADI P.O KOTHAMANGALAM

CERTIFICATE

This is to certify that the management project entitled “A STUDY ON THE INFLUENCE
OF BRAND AWARENESS AND BRAND IMAGE ON PURCHASE INTENTION WITH
REFERENCE TO MERCELY’S ICE CREAMS”is the bona-fide work done by Mr. DILJITH T D
Reg. No.230021076665 in partial fulfilment of the requirement for the award of the
degree of Bachelor of Business Administration of Mahatma Gandhi University,
Kottayam.

Faculty Guide HEAD OF DEPARTMENT PRINCPAL

Mrs. RESHMI SUNIL Mrs. RESHMI SUNIL [Link] K PETER

Viva voice Examination held on……………

External Examiner……………………………..
 DECLARATION

I DILJITH T D, hereby declare that this project report entitled, “A STUDY ON THE
INFLUENCE OF BRAND AWARENESS AND BRAND IMAGE ON PURCHASE
INTENTIONWITH REFERENCE TO MERCELY’S ICE CREAMS” is prepared by me in
the year 2023-2026 in the partial fulfilment of the requirements of the award of degree
of BACHELOR OF BUSINESS ADMINISTRATION YELDO MAR BASELIOS COLLAGE,
under the guidance and supervision of Mrs. RESHMI SUNIL [HOD BBA] faculty of
Yeldo Mar Baselios collage Kothamangalm .

DILJITH T D
 ACKNOWLEDGEMENT

Being a student of BBA at yeldo mar baselios College, kothamangalam I wish to express
my sincere thanks to all those who shared their knowledge and effort to help me in the
completion of the project.

I wish to express my sincere gratitude to Dr SOLOMAN K PETER, Principal of Yeldo

mar baselios College of Arts and Science and Mrs. RESHMI SUNIL head of the
department for providing me an opportunity to fulfil my most cherished desire of reaching
my goals.

I am very much indebted to my faculty guide Mr. RESHMI SUNIL for her valuable
guidance and constant encouragement during the course of this project work.

I express my sincere gratitude to Mr SHABEER MEERAN, ARE MANAGER of the

company MERCELYS ICE CREAM for providing the opportunity to do this work.

Finally, I am grateful to all my teachers, parents, friends and respondents for providing
prayers, sacrifice and services during this project.

DILJITH T D

Reg No: 230021076665

 TABLE OF CONTENTS

PAGE
CHAPTER CONTENTS
NO.

1 Chapter 1-Introduction
1.1 Introduction of the topic
1.2 Statement of the problem
1.3 Objectives of the study
1.4 Significance and scope of the study
1.5 Limitations of the study
1.6 Background of the study

2. Chapter 2-Industry Profiles

2.1 Introduction to industry profile

3 Chapter 3-Literature reviews

3.1 Introduction to the Chapter

3.2 Existing studies

4. Chapter 4- Research Methodology

4.1 Introduction
4.2 Objectives of the study
4.3 Hypotheses
4.4 Research design
4.5 Method of data collection
4.6 Sampling and sampling size
5. Chapter 5 – Data Analysis and Interpretation
5.1 Descriptive Analysis of Respondent Profile
5.2 Reliability test
5.3 Regression Analysis
5.4 Model Summary
References
Annexure
 LIST OF TABLE

Table CONTENT Page

no: no.
4.1 Showing frequency and percentage of the gender of respondents
4.2 Showing the age of the respondents
4.3 Showing the distribution of respondents based on education level
4.4 Showing Cronbach’s Alpha value and the corresponding level of reliability
4.5 Showing the Cronbach’s Alpha value for the independent and dependent
variables
4.6 Showing Model Summary
4.7 Showing ANOVA
4.8 Showing Coefficients of Regression

LIST OF FIGURES

Figure CONTENT Page

no: no.
1.1 Mercely’s Logo
1.2 Mercely’s Brand Ambassador
1.3 Old logo of Mericreme ice cream
1.4 New logo of Mericreme
1.5 Logo of Lazza
1.6 Logo of Kwality Wall’s
1.7 Logo of Mother Dairy
1.8 Logo of Amul
1.9 Logo of Baskin Robbins
1.10 Logo of Arun Ice creams
1.11 Logo of Pappai Ice cream
4.1 Pie Chart Diagram showing the percentage of the gender ofrespondents
4.2 Pie chart showing the percentage wise distribution of respondent’sage
4.3 Pie chart Showing the percentage wise distribution of respondent
 Chapter 1:

INTRODUCTION
 INTRODUCTION OF THE TOPIC

A brand is one of the most crucial components of a company’s overall marketing strategy. It serves as an
identity that differentiates a company from its competitors and reflects its values, product quality,
corporate image, reputation, and overall market positioning. A strong brand not only enhances visibility
but also builds trust, credibility, and emotional connection with customers. In competitive markets, the
brand often becomes a decisive factor influencing customers’ purchase intention.
The present problem-centered study was undertaken for Nutricreams Pvt. Ltd. with the primary objective
of examining the influence of brand image and brand awareness on customers’ purchase intention. The
study aimed to analyze whether these branding elements significantly contribute to consumers’ decision-
making process and buying behavior.
To achieve the research objectives, primary data was collected through a structured questionnaire and
analyzed using statistical tools. Advanced statistical techniques such as correlation analysis and
regression analysis were employed to examine the relationship between the independent variables—
brand awareness and brand image—and the dependent variable—purchase intention. Correlation analysis
was used to determine the strength and direction of the relationship among the variables, while
regression analysis was applied to measure the extent to which brand awareness and brand image predict
purchase intention.
The findings of the study clearly indicate that both brand awareness and brand image have a statistically
significant influence on purchase intention. The results confirm that higher levels of brand familiarity
and positive brand perception directly increase the likelihood of customers intending to purchase the
product. These findings reinforce the strategic importance of effective brand management for
organizational growth and market competitiveness.
The study therefore concludes that for Nutricreams Pvt. Ltd., strengthening brand awareness through
consistent marketing communication and enhancing brand image through quality products, positive
customer experiences, and strong brand positioning are essential for increasing customer purchase
intention and achieving long-term business success.
 STATEMENT OF THE PROBLEM

The primary purpose of this project is to examine how brand awareness and brand image influence the
purchase intention of customers. In today’s highly competitive business environment, branding has become a
strategic necessity rather than a mere marketing function. Companies no longer compete solely on price,
quality, or product features; instead, they compete on perceptions, emotional connections, and brand
positioning in the minds of consumers. Therefore, understanding the impact of branding elements on
consumer buying behavior is essential for organizational success.
Modern markets are characterized by intense competition, rapid product innovation, and increased customer
expectations. In such an environment, businesses must differentiate their products and services effectively to gain
customer preference. This differentiation is largely achieved through strong brand management. Companies
must carefully design and communicate the values, personality, and attributes they want customers to associate
with their brand. The way customers perceive a brand significantly affects their willingness to purchase it.
This study is particularly relevant for companies with relatively new market presence. Emerging brands oft en face
the challenge of competing against well-established players with strong brand equity and loyal customer bases.
For such companies, building brand awareness is crucial to ensure recognition and recall among consumers. At
the same time, developing a positive brand image helps create trust, credibility, and perceived value. Together,
these elements can serve as powerful tools for gaining competitive advantage.
The proposed study aims to provide insights into how effective branding strategies can enable a relatively
new company to position itself successfully in a competitive market. By analyzing the relationship between brand
awareness, brand image, and purchase intention, the study seeks to demonstrate how branding can be strategically
used to influence consumer behavior, increase market share, and enhance long-term business performance.
In conclusion, this research highlights the importance of branding as a key driver of competitive advantage
and customer acquisition in today’s dynamic marketplace.
OBJECTIVES OF THE STUDY

 To understand brand awareness and brand image of Mercely’s ice creams.

 To examine the relationship between brand awareness and purchase intention.

 To examine the relationship between brand image and purchase intention

 To understand the importance of branding for companies.

 SIGNIFICANCE AND SCOPE OF THE STUDY

The problem centered research project is conducted for Nutricreams Pvt Ltd with the aim of
understanding the brand image and level of brand awareness and to examine the relationship
of brand awareness and brand image on purchase intention. This study contains theoretical
reviews, framework, analysis of data along with the suggestions and findings which sheds light
into the study. The duration of the study was two months starting from 10 th of March 2023 to 10th
of May 2023.
The project contributes towards the study of significance of branding towards the consumer
behavior especially the purchase intention of customers. The study provides the firm with
adequate material to explore marketing strategies and branding scope for their future endeavors.
 LIMITATIONS OF THE STUDY

Although the study was conducted in a systematic and structured manner, certain limitations must be
acknowledged.
One of the major limitations of the study was its geographic restriction. The data was collected primarily
from respondents within the state of Kerala. Consumer behavior, bra nd perception, and purchase intention
can vary significantly across different regions due to differences in culture, income levels, lifestyle, market
exposure, and competitive environment. Since the sample was limited to a single state, the findings may no t
be fully generalizable to customers in other regions or at the national level. Therefore, the conclusions drawn from
this study reflect regional insights rather than representing the entire market.
Another important limitation was the use of convenience sampling as the sampling technique. Convenience
sampling involves selecting respondents who are readily available and willing to participate. While this
method is practical, cost-effective, and time-saving, it does not ensure equal representation of all segments within
the target population. As a result, certain customer groups may have been underrepresented or overrepresented in
the sample. This may limit the extent to which the findings accurately reflect the overall perceptions and
viewpoints of the company’s entire target audience.
Due to these limitations, caution should be exercised while generalizing the results beyond the selected
sample. Future research can overcome these constraints by expanding the geographic coverage and adopting
probability sampling techniques to enhance the representativeness and external validity of the study
 BACKGROUND OF THE STUDY

BRAND

As per the definition given by the American Marketing Association (AMA) a brand is a “name,
term, design, symbol, or any other feature that identifies one seller's good or service as distinct
from those of other sellers.”. Simply put a brand is an intangible concept in marketing that helps
people in differentiating the company, products or services. As per William J. Stanton, a brand is
made up of two main constituents namely, the brand name and brand marks which contains the
design, symbols and colors. These act as an aid to help customers a way to differentiate the goods
and services of various companies.

Since the brand is an intangible concept that exists in the minds of the customer, giving an”
identity” to a good or service cannot be done simply by assigning a brand name and brand
elements. It requires the marketers to provide programs that gives a label and meaning to the
products in the minds of the customer. Label is how the product is recognized by the target
customer and meaning refers to what the target market perceives the good or service, what it
offers, its unique features etc.

Some of the reasons why brand is of tantamount importance as stated by Temporal & Lee (as
cited in Maunaza, 2012) are as listed by:

 Brand offers choices

In order to cater the varied needs of the different customer segments, brand can offer
various choices that satisfies these various customer needs.

 Brand aids in decision making

There may be cases where the customer may not be aware of the product specifications,
but a brand offers a better understanding. A customer is likely to buy products from a
well-known brand.

 Brand promise better quality

Customers are on a constant search to find a high-quality product. When customers find
 a higher quality product, they are more likely to trust that brand and there won’t be any
hesitation to purchase products from the same brand.
 Brand minimizes risks

There are many risks associated with buying goods; these risks include but not limited to
financial risk, physical risks, social risk, time risks etc. Customers would prefer to
purchase products from a brand that they already know and trust to minimize these risks.

 Brand acts as a tool for self-expression

Brand offers consumers an opportunity to express themselves, this is much more

enhanced with respect to social-psychological needs.

BRAND EQUITY

The added value endowed upon the services and products is referred to as the brand equity. As
per Kotler & Keller; it could be observed by the way in which the consumers think, feel and
act regarding a brand, the offered price, market share and profitability. Brand equity measures
how well the customers get attracted to a brand, gaining the customer’s trust.

Brand equity is associated with the degree of brand awareness, the familiarity with the brand and
the unique brand associations. Brand equity could thus create a favourable consumer response,
they can perceive the products to be of a good or worse quality depending on the brand’s
impression.

BRAND AWARENESS

The ability of consumers to recognize a brand is defined as Brand Awareness. Brand awareness
is related to how well do a brand stay in person's memory which we can measure through the
ability of consumers in identifying the brand under different conditions.
The two main constituents of brand awareness are brand recognition and brand recall
performance. Brand recognition is the step where a previously exposed brand is recognized by
the consumer. The ability to remember a brand from the consumer’s memory when asked about a
particular product category or usage situation or needs that are to be fulfilled by a certain product
is called brand recall.

BRAND IMAGE

Brand image is defined as consumer views of a company as expressed by brand connections they
have in their minds. The brand node, which provides the significance of a brand for customers,
is linked to other information nodes called brand associations. The aspects of brand associations
include brand favourability, brand strength, and brand distinctiveness, all of which have a
significant impact on how customers react to a product.

 Strength of Brand Associations

The degree to which brand information is retained in the consumer's memory and how effectively
it enters it allows us to gauge how closely they associate the details of the product with the current
brand in their mind.

 Favorability of Brand Associations

How well a brand and a product can satisfy and meet customer demands determines how popular
they are. The business must persuade the public that its brand has qualities that can meet their
demands.

 Uniqueness of Brand Associations

What a brand can provide that is unique when compared to other brands. It also refers to the
customer benefits that is unique with respect to consuming the products or services of the brand.
PURCHASE INTENTION

The customer’s desire to buy a particular brand’s product is referred to as purchase intention.
According to Fishbein and Ajzen (1975), consumers will first gather information about a product
from their own experiences or the outside world before making a purchase of a good or service.
When the volume of information reaches a particular point, the customer will then begin
reviewing and decide whether or not to buy the product.

"Unplanned buying, moderately planned buying, and fully planned buying" are the three stages
of purchase intention. Unplanned purchases are made by customers who act impulsively and
according to their gut feelings. The term "partially planned buying" refers to clients who have
already decided to purchase a specific product category but have not yet decided which brand to
purchase. Once they visit the store, they will consider the brand. The final option is

completely planned purchasing, in which the customer has already decided on the brand and
goods they would subsequently purchase in the store.

The five elements of purchase intention, according to Schiffman and Kanuk (2004), are interest
in learning more about the product, consideration of purchasing the product, interest in trying the
product, interest in learning more about the product, and desire to own the product. According to
Shahid et al. (2017), the trigger, outcome anticipation, recommendation, and personal association
are all elements that affect buy intention. The term "trigger" refers to everything that can persuade
customers to purchase a product, including TV commercials, outcome expectations,
recommendations from trustworthy or well-known individuals, and personal associations, which
include the customers' feelings and mental images of the product.

RELEVANCE OF THE STUDY

An analysis of the brand image and brand awareness is conducted to understand the level of brand
awareness among the individuals and also to understand how customer perceive the brand. The
study’s relevance can be ascribed understanding the effectiveness of brand awareness and
brand image on the purchase intention of customer
INTRODUCTION TO INDUSTRY PROFILE

Even though there is no definite date of ice cream’s invention, ice cream’s origin can be
tracked down to the second century BC. There are several obscure reports about the origins
of these frozen desserts throughout history. Foods resembling to ice creams is known to have
its inception in Persia during 550 BC. There are other reports that state its origins from the
Mongol Empire which later spread to China.

Marco Polo is often credited for bringing these frozen desserts, especially sorbet-style deserts
to Europe. In the South Asian region the Mughals were credited for the creation of kulfis
using ice from the Hindu Kush. Kulfis are often considered the traditional Indian ice cream.

In the Financial Year that ended in 2022, The global ice cream market was valued at USD 78
billion. From the year 2022 to 2030 the market is expected to have a compounded annual
growth rate (CAGR) OF 4.3%. Some of the factors that are expected to make the ice cream
market grow are the introduction of innovative and new flavours, and rising demand in
developing countries for various types of ice creams such as ice cream sandwiches, cones.
It is also expected that there would a rise in demand for premium ice creams in the years to
come which can be attributed to the rising health consciousness among the customers.

The global ice cream consumption was significantly affected by the COVID -19 pandemic.
The pandemic has led to ice cream not being considered a necessary commodity. The panic
among the consumers due to the pandemic has resulted in lower ice cream consumption due
to their fears of catching a cold. In order to exhibit the health benefits of ice creams a number
of manufacturers has forayed into increasing the number of functional ingredients, exotic,
organic and herbal flavours. This has helped them to address the changing customer needs. It
is not uncommon to witness many new players venturing into this segment.

The global leaders in the ice cream market are listed below:

 Unilever

 Inspire Brands, Inc.

 General Mills, Inc.

 Kwality Wall’s
  American Dairy Queen Corporation

 Nestlé

 Blue Bell Creameries

 Cold Stone Creamery

 Danone S.A.

 NadaMoo

The ice cream market in India was valued at INR 202.5 billion in 2020. For the years 2021 to
2026 the compound annual growth rate (CAGR) is valued at around 14% and is calculated to
reach INR 440 billion by 2026.

Maharashtra is the biggest consumer of ice creams in India accounting for 15% of the national
consumption. this was followed by the Indian states of Gujarat and Uttar Pradesh.

The ice cream market in India is usually bifurcated into two based on the flavour as well as the
types of ice cream.

On the basis of types, ice cream is as listed below:

 Impulse ice cream – which contains popsicles, ice cream sandwiches, cones
 Take-home ice cream- contains ice creams such as family packs etc
 Artisanal Ice cream

On the basis of flavor, the various types are:

 Chocolate
 Fruit
 Vanilla
 Others

India is one of the largest growing markets of ice creams due to rising per capita income and
rapid urbanization. Moreover, Indian customers are open to try new flavours and types of ice
cream. Traditional and local flavours are gaining popularity in the Indian market. These flavours
include Badam, Anjeer, Kulfi et
COMPANY PROFILE

In 2003, Mercely’s started its ice cream company. Within a short period of time, it became one
of the biggest makers of fresh ice cream. The Cousins Group, a division founded by five people
who are blood relatives, gave birth to Mercely’s. The Cousins Group began operating in 1990
and has since grown to a number of locations. Currently the parent company of Mericreme ice
creams is Nutricreams PVT Ltd and has it headquarter in Ernakulam district of Kerala.

The current Partners of the company are

 M E Varghese

 M D Stephen

 Binoy Joseph

 Nigin Thomas

Mericreme started its operations in Kerala before expanding to many other south Indian states
with its delicious ice cream and associated goods. Production of Mericreme began in Kalady,
Ernakulam. Assisted by Tera Park Hoyer from Denmark. Later, in 2006, Mercely’s opened their
second factory in Calicut as the market grew. This was done to cater to the north Kerala market.
They put up their third facility in Trivandrum, south Kerala, very soon in 2010. Mercely’s made
a deliberate choice to locate their plant in Trivandrum, a city with strong ties to Tamil Nadu in
terms of cultural impact and geographic position, in order to better service that state's market.
This market dwarfs Kerala in size. Tamil Nadu's population was 6.7 crores as per the 2011 census,
compared to 3.3 crores in Kerala, therefore there will undoubtedly be a good amount of
business. At Kannur, Kerala, they opened the fourth factory as they continued their voyage. The
yearly capacity of this specific brand was eight million liters. They obtained ISO 22 000:2005 in
2013. To guarantee the quality and freshness of each and every product that leaves their
production facility, Mercely’s makes significant investments in cutting-edge technology and a
fully functional laboratory. The management and production team there is of the highest caliber,
and they make sure that best practices are followed. Everyone who works for their firm is
instructed to adhere to our standards Mercely’s Ice-cream asserts that it offers premium ice cream
at an affordable price as a consequence. Quality is prioritized by Mercely’s ice cream throughout
the production process, from acquiring raw ingredients to delivering finished goods.
In 2010, They opened their factory at Trivandrum, aiming to cater the Southern part of Kerala.

IN 2012, They commissioned the fourth factory in Kannur, Kerala. The overall product capacity
reached eight million liters per annum. They also started making their own natural colors for the
various flavors of ice cream.

In 2013, They became one of major players of ice cream in Kerala. They was also Awarded ISO
22000:2005 by BUREAU VERITAS for Kalady factory. Their distribution network now spreads
across 1200 dealers and more than four hundred distributors mainly catering to customers in the
Southern states of Tamil Nadu and Kerala.
Meriiboy gives birth to Mercely’s and Camerry

To the surprise of ice cream lovers, Kerala brand Meriiboy, endorsed by film actress Manju
Warrier disappeared from the market. However, it is reappearing in two avatars, Mercely’s and
Camerry, with brand ambassadors Dulquer Salman for the former and Fahad and Nasiriya for the
latter. Let’s have a look into the story of these Kerala ice cream brands, through the facts available
from the public domain.

Mercely’s: in February 2022 we came to know from the news, that one of Meriiboy’s promoters
Joseph Mercely Kadambukattil signs a contract with Dulquer Salman to be the ambassador for
his newly launched brand, Mercely’s. The brand name is an adaptation of the middle name of
Mr. Joseph. He set up a modern factory at Dharmapuri, Tamil Nadu while retaining Merriboy’s
factories at Trivandrum and, Calicut.

Merricrem: in March 2022 we have the news that the other four promoters of Merriboy roped
in Fahad and his wife Nasiriya to be brand ambassadors of their new brand Merricrem. They
were set to launch the production under Nutricreans Private Ltd, Okkal, Ernakulam, in their newly
commissioned factory at Aluva.

Court bans Mericrem: By the middle of August 2022, we came across the advertisement by the
owners of Merriboy, that they have stopped production in February 2022. The ad also stated
that the court had banned the distribution of Merricrem, which sounds similar to Meriiboy.

Merricrem to Camerry: Merricrem changed its name to Camerry and launched its campaign
with a full cover page ad in Malayalam dailies in the first week of November. Thus, Merriboy at
its own death has given birth to two ice cream brands Mercely’s and Camerry.

BRAND LOGO

The company’s initial logo is given below.

Fig 1.1 Old logo of Meriiboy ice cream

This was later changed to a new one as shown below.

Fig 1.2. New logo of Meriiboy
 COMPANY VISION

Mercely’s ice cream has a bold goal of dominating the market for fast moving consumer goods.
Total client satisfaction is what it strives to achieve via constant service and manufacturing
process improvement.

PRODUCT LINE

The brand began with fresh ice cream before moving on to more exciting and exciting items. Today,
they have expanded to include a variety of other ingredients such original slices of year - round and
exotic fruits and nuts. Vanilla, strawberry, orange, chocolate, tender coconut, alphonso mango,
pista, coffee, chickoo, blackcurrent, butterscotch, papaya, kesar badam pista,strawberry vanilla, fig
and honey, forest berry, kiwi, peach, pineapple, blueberry, jackfruit, walnut cherry, lychee, kulfi,
Spanish delight, lemon, and guava are among the flavors of ice cream that are offered. There are
roughly 1200 distributors and dealers in the Mercely’s distribution network throughout Kerala and
Tamil Nadu, with one distributor for every three dealers.
MAJOR COMPETITORS

 LAZZA ICE CREAM

The company was established in 1972 by Mr. MC John, a former top official for the Keralan
government. Brother of Francis John, Mr. Simon John, currently serves as its director. The
company is a market leader in the ice cream industry in South India. The business's first
facility was established in Kochi, and it currently has over 28 sites in South India. The 22
businesses' aggregate output capacity is among the finest in the nation. Additionally, the
company has started doing business in Africa and the Middle East.

Fig 1.3. Logo of Lazza

 HINDUSTAN UNILEVER ICE CREAMS

A Dutch company called Hindustan Lever Ltd makes some of the most well-liked ice cream
varieties in India. It is a well-known global brand that is appropriate for any situation. This
company sells several ice cream flavours, such as:

Magnum: The Hindustan brand creates and markets the Magnum line of upscale ice creams
in India. In India, the brand is offered as a component of the "Heartline" ice cream line.

Kwality Walls' ice cream is currently accessible in more than 40 nations. This ice cream
has a unique flavour and is nearly universally well-known. It is the most well-known and
well-liked ice cream brand in India (2022).
Fig 1.4. Logo of Kwality Wall’s

 MOTHER DAIRY

The National Dairy Development Board (NDDB), an Indian government-owned corporation,

is the owner of the Mother Dairy brand. The largest milk producer and maker of products
using milk in India is Mother Dairy. It is one of the most well-known ice cream brands in
India. In India, Mother Dairy offers a wide selection of normal and speciality ice creams in
addition to the fantastic ice creams we have all long loved. The company expanded its
operations and diversified its goods, including food oil, fruits, and vegetables, through stores
and outlets.

Fig 1.5. Logo of Mother Dairy

 AMUL

Located in Anand, Gujarat, Amul is a dairy state government cooperative society. It is a

cooperative brand managed by the Gujarat Cooperative Milk Marketing Federation Ltd.
(GCMMF), which is under the control of the 36 lakh milk producers in the state of Gujarat
and the supreme council of 13 district milk unions scattered across 13,000 villages. Amul was
the driving force behind the White Revolution in India, which elevated the country to the top
global producer of milk and dairy goods. The abbreviation AMUL is used to refer to the
Anand Milk Union Limited.

The organization's first chairman was Tribhuvandas Kishibhai Patel, who served in that
capacity until Sardar Vallabhbhai Patel retired in the 1970s. In 1949, he hired Varghese
Kurien and persuaded him to remain and help with the mission. Under Tribhuvandas'
leadership, Kurien served as general manager and supported Amul's technical and
commercial operations. After Tribhuvandas Kishibhai Patel passed away in 1994, Kurien
briefly held the position of chairman of Amul. Kurien is credited with Amul's marketing
success and served as the GCMMF's founder and chairman for more than 30 years (1973–
2006). Amul has branched out into foreign markets.

Fig 1.6. Logo of Amul

 BASKIN ROBBINS

In 1993, Baskin Robbins launched a joint venture in India with The Graviss Group under the
name "America's World Ice Cream Brand." In Pune, Baskin Robbins opened its first factory
outside of North America.
Fig 1.7. Logo of Baskin Robbins

 ARUN ICE CREAMS

Arun, a well-known ice cream brand in South India, is owned by Hatsun Agro. The company
also produces the well-known milk brands Arokya and Gomatha in Tamil Nadu. The
company has almost 1,000 exclusive locations, with 670 of them in Tamil Nadu, 148 in
Karnataka, and the remaining ones in Andhra Pradesh and Kerala. The businesses
manufacture ice cream bars, cones, and little ice cream bars. To fulfil your taste, you can
select from a choice of crunchy ice creams in a variety of delectable flavours and sizes.

Fig 1.8. Logo of Arun Ice creams

 PAPPAI

PAPPAI is a line of high-end ice creams created by Rime Rich Foods Pvt. Ltd. employing
the most cutting-edge European technology. A million litres of ice cream can be made per
day in Pappai's state-of-the-art production facilities, guaranteeing premium quality. A factory
with strict sanitary standards, 100% tamper-proof packaging, and fully autonomous
technologies guarantee consistently good health and flavour.

Fig 1.9. Logo of Pappai Ice cream

 Chapter 2:

LITERATURE REVIEWS
 INTRODUCTION TO CHAPTERS

This chapter deals with the review of literature related to brand awareness, brand image, and purchase
intention. A review of literature is a systematic and comprehensive examination of existing scholarly work
relevant to a particular research topic. It involves analyzing previously published research studies, theoretical
frameworks, models, and empirical findings to understand the current state of knowledge in the field.

The review of literature serves as the foundation of any research study. It includes substantive findings from
earlier research, as well as theoretical and methodological contributions made by scholars in the concerned
domain. By examining prior studies, the researcher gains insight into established concepts, definitions,
measurement scales, research designs, and analytical techniques used in similar investigations .

In the context of this study, the review of literature focuses on research related to branding elements such as
brand awareness and brand image, and their influence on consumer purchase intention. It helps in identifying
research gaps, understanding relationships among variables, and framing appropriate hypotheses.
Additionally, it provides a theoretical base for explaining how branding strategies influence consumer
behavior.

Furthermore, reviewing existing literature ensures that the present study is grounded in established academic
knowledge rather than isolated assumptions. It also helps in avoiding duplication of previous research and
contributes to building a logical framework for the study.

Thus, the review of literature plays a crucial role in strengthening the conceptual foundation, improving
research design, and supporting the interpretation of findings in the present study.
EXISTING STUDIES

Rossiter and Percy, (2017) - In their research found that the importance of selecting the appropriate
advertising format and media based on the target audience, product category. The book also delves
into the different stages of the advertising process, from developing creative strategies and concepts to
executing and evaluating advertising campaigns. The book also discusses the role of promotions, such
as discounts, coupons, and contests, in building brand awareness and driving sales.

Fennis BM and Pruyn TH, (2017) found that the concept of brand personality and its influence
on consumer impression formation. The authors investigate how consumers form impressions of
brands based on their perceived brand personality. They argue that consumers attribute human-like
characteristics to brands, and these brand personality traits shape their attitudes.

Hess J and Story J, (2016) examines the role of trust and commitment in consumer-brand
relationships. The authors propose a theoretical framework that considers trust and commitment
as multidimensional constructs. They argue that trust and commitment have cognitive, affective, and
behavioral dimensions, which collectively contribute to the strength and longevity of consumer-
brand relationships.

Nandan S, (2015) he found that the linkage between brand identity and brand image from a
communications perspective. The study aims to understand how brand identity, which represents the
internal characteristics and values of a brand, is communicated and perceived by consumers,
ultimately shaping the brand image.

Koo DM, (2014) found that the interrelationships between store images, store satisfaction, and
store loyalty in the context of Korea's discount retail sector. The study focuses on understanding
how consumers' perceptions of a store's image affect their satisfaction with the store and
subsequently influence their loyalty towards the store
Macdonald and Sharp, (2013) found that brand awareness had a significant positive impact on
consumers' willingness to pay a price premium for a branded product. Consumers were willing to
pay up to 33% more for a branded product compared to a non-branded or generic product, even when
the quality and attributes of the two products were identical.

Oliver RL, (2010) he found that a comprehensive analysis of consumer satisfaction from a
behavioral perspective. The book explores various aspects of consumer satisfaction, including its
measurement, determinants, and consequences. Oliver presents a theoretical framework for
understanding consumer satisfaction and provides practical insights for marketers and researchers.

Hutton JG, (2010) found that the concept of brand equity within the context of organizational
buying. The study explores how brand equity, which is typically associated with consumer behavior,
can also be applicable and influential in the organizational or business-to-business (B2B) buying
environment.

Gordon GL, (2009) his study focuses on examining the concept of brand equity in the business- to-
business (B2B) sector. Brand equity refers to the intangible value associated with a brand, including
its reputation, recognition, and customer loyalty. While brand equity has been extensively studied
in the context of consumer products, this article aims to explore its significance in the B2B
environment. They collect data through in-depth interviews with managers from various industries.
The study provides insights into the dimensions of brand equity that are considered important in the
B2B sector and identifies the factors influencing its development and maintenance.
 Chapter 3:

RESEARCH METHODOLOGY
 INTRODUCTION

This chapter provides clarity and focus to the study by outlining the systematic procedures adopted to
achieve the research objectives. Research methodology refers to the structured approach used to collect,
analyze, and interpret data in order to address the research problem effectively. It ensures that the study
is conducted in a logical, scientific, and reliable manner.
The research methodology chapter explains the overall research framework, including the research
objectives, research design, data sources, sampling technique, data collection methods, and tools used for
data analysis. Clearly defining these components enhances the credibility and validity of the study.
The objectives of the research specify the purpose of the study and guide the entire investigation. The
research design outlines the type of study conducted—whether descriptive, exploratory, or analytical—
and provides a blueprint for data collection and analysis.
The methodology also includes various research techniques such as publication research (review of
secondary sources like books, journals, articles, and company reports), interviews, surveys, and other
data collection methods. Primary data may be gathered through structured questionnaires or interviews to
obtain firsthand information from respondents. Secondary data may be collected from published
materials to provide theoretical support and background information.
By systematically describing these methods, this chapter ensures transparency in the research process
and enables readers to understand how conclusions were derived. A well-defined methodology
strengthens the reliability, accuracy, and overall quality of the study.

OBJECTIVES OF THE STUDY

 To understand brand awareness and brand image of Mercely’s ice creams.

 To examine the relationship between brand awareness and purchase intention.

 To examine the relationship between brand image and purchase intention

 To understand the importance of branding for companies

A framework was designed to assist in the development of the questionnaire and the analysis
of the data gathered, considering the literature study on branding awareness, brand image, and
purchase intention as well as current research in related domains.
The framework of this study stems from research conducted by Richard Soelaiman which studies
the effect of brand image and brand awareness on consumer behavior towards Siemens Indonesia.
Classification of variables within the questionnaire was done with the insights from the
mentioned research.

The major elements of brand awareness are brand recognition and brand recall. Brand recall
is the ability of customers to recall brand names without prompting whereas brand recognition is
the degree to which a customer can recognize a specific item or service solely by looking at its
logo, tagline, packaging, or advertising campaign. The major constituents ofbrand image are
strength of brand association, favorability of brand association and uniqueness of brand
association.

The purchase intention as per Schiffman and Kanuk (2004) has five ma jor constituents as
described, customer’s eagerness to find out information about the product, considering to buy the
product, interest to buy the product, wanted to know more about the product and wanted to own
the product. As per Shahid [Link] (2017) there are four factors in purchase [Link] factors
include trigger, outcome expectation, recommendation and personal association Anything that
attracts a customer is called a trigger, which may include tv advertisements.

The expectation of the customer when they buy the product, recommendationfrom a reliable source
and personal association which may include their feelings and image about the product Anything
that attracts a customer is called a trigger, which may include tv advertisements. The expectation of
the customer when they buy the product, recommendationfrom a reliable source and personal
association which may include their feelings and image about the product
 HYPOTHESES

In the present research, brand awareness and brand image were considered as the independent variables,
while purchase intention was treated as the dependent variable. The independent variables are those
factors that are assumed to influence or predict changes in another variable, whereas the dependent
variable represents the outcome that is affected by these factors.
Brand awareness refers to the extent to which customers are able to recognize and recall a particular
brand. It reflects the level of familiarity and visibility of the brand in the minds of consumers. Brand
image, on the other hand, represents the overall perception, associations, beliefs, and impressions that
customers hold about the brand. Both variables are key components of branding strategy and are
expected to influence consumer behavior.
Purchase intention is defined as the likelihood or willingness of customers to buy a particular product or
brand in the future. It indicates the probability that a consumer will translate positive perceptions into
actual buying behavior.
Based on the conceptual framework and review of literature, the following research hypotheses were
formulated:
Ha1: Brand awareness has a significant influence on the purchase intention of customers.
Ha2: Brand image has a significant influence on the purchase intention of customers.
These hypotheses were developed to test whether increased brand familiarity and positive brand
perception significantly enhance customers’ intention to purchase. The relationship between the
independent and dependent variables was statistically examined using regression analysis to determine
the strength and significance of their influence.

RESEARCH DESGIN

The study is conducted using a descriptive research design. The required are collected with the
aid of questionnaires which are then analysed using SPSS. The results of the hypotheses are also
established using analytical tools.
 TOOLS FOR DATA COLLECTION

The google forms platform was extensively used to collect the data required. Google forms offers
a free and easy method of data collection and the data collected can be easily used in SPSS
software for analysis .

METHOD OF DATA COLLECTION

The main data source was of primary nature. Literature review and theoretical frame work
formulation and internet were used to widely circulate the set google forms to the sample
population. The questionnaire had a total 17 questions of which there were 14 closed ended
questions based on a 5-point Likert scale. The data from google forms was downloaded in
.xls format which were then analyzed in SPSS

SAMPLING AND SAMPLE SIZE

Convenience method of sampling was taken. The sample size of the study was 181 respondents
who have previously consumed Mercely’s ice creams.
 CHAPTER 4
DATA
ANALYSIS
AND INTERPRETATION
Descriptive Analysis of Respondent Profile

Gender

Table [Link] frequency and percentage of the gender of respondents

Cumulative
Frequency Percent Valid Percent Percent
Valid Female 69 38.1 38.1 38.1
Male 112 61.9 61.9 100.0
Total 181 100.0 100.0

Fig 4.1 Pie Chart Diagram showing the percentage of the gender of respondents.

The gender of the respondents has been represented with the help of a table and a pie chart. The
gender along the frequency and their corresponding percentage has been given in the above table.
The survey was mostly done by men (61.9%) followed by women(38.1%).

Age
Table 4.2 Showing the age of the respondents

Cumulative
Frequency Percent Valid Percent Percent
Valid >45 32 17.7 17.7 17.7
18-25 76 42.0 42.0 59.7
26-35 53 29.3 29.3 89.0
36-45 20 11.0 11.0 100.0
Total 181 100.0 100.0
Fig 4.2 Pie chart showing the percentage wise distribution of respondent’s age

The age of the respondents has been represented with the help of a table and a pie chart. The age
along the frequency and their corresponding percentage has been given in the above table. People
in the age group of 18-25 (42%) made the most amount of contribution towards the survey
whereas the least was by people in the age group of 36-45 (11%).

Education Background

Table 4.3 Showing the distribution of respondent based on education level

Cumulative
Frequency Percent Valid Percent Percent
Valid High School 16 8.8 8.8 8.8
No Formal Education 9 5.0 5.0 13.8
Post Graduation 94 51.9 51.9 65.7
Under Graduation 62 34.3 34.3 100.0
Total 181 100.0 100.0
Fig 4.3 Pie chart Showing the percentage wise distribution of respondent based on education level

The education level of the respondents has been represented with the help of a table and a pie
chart. The level of education along the frequency and their corresponding percentage has been
given in the above table. The survey was mostly filled by Post Graduates by 51.9%.

Reliability test

One of the most commonly used parameters used for measuring reliability is the Cronbach’s
alpha. This gives the extent to which the assessment tool provides a consistent and stable result.

Table 4.4 Showing Cronbach’s Alpha value and the corresponding level of reliability
Cronbach’s Alpha Level of Reliability
Greater than 0.9 Excellent
Between 0.8 and 0.9 Good
Between 0.7 and 0.8 Acceptable
Between 0.6 and 0.7 Questionable
Between 0.5 and 0.6 Poor
Less than 0.5 Unacceptable
Table 4.5 Showing the Cronbach’s Alpha value for the independent and dependent variables
Number of items Cronbach’s Alpha
Brand Awareness 3 0.789
Brand Image 7 0.886
Purchase Intension 3 0.876

As per the reliability test conducted all the three categories of variables have acceptable level
of reliability at the minimum.

Regression Analysis

Relationship between Brand Awareness and Brand Image on Purchase Intention

Regression analysis was used to measure the effect of brand awareness as well as brand image
on the purchase intention of customers. Here, there independent variable namely, Brand
Awareness and Brand Image. The purchase intention of customers was taken as the dependent
variable.

Model Summary

Table 4.6 Showing Model Summary

Std. Error of the
Model R R Square Adjusted R Square Estimate
a
1 .762 .581 .576 .49681
a. Predictors: (Constant), brand_image, brand_awareness

The model summary table shows that R Square value as 0.581, which state that the brand image
and brand awareness( independent variable) had an influence of 58.1% on the purchase intention
of customers( dependent variable). This is a significant amount meaning the correlation between
the independent and dependent variables are strong.
Table 4.7 Showing ANOVA
Sum of
Model Squares df Mean Square F Sig.
1 Regression 60.847 2 30.423 123.262 .000b
Residual 43.934 178 .247
Total 104.781 180

Table 4.8 Showing Coefficients of Regression

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) .126 .233 .540 .590
brand_awarenes .411 .101 .340 4.073 .000
s
brand_image .536 .098 .459 5.488 .000
a. Dependent Variable: purchase_intention

b. Predictors: (Constant), brand_image, brand_awareness

From the above table we can see that beta values of both the brand awareness and brand image
are 0.340 and 0.459 respectively against a p-value of 0(less than 0.05).

Hence, we could conclude from the results of regression analysis that both the brand awareness
and brand image has an impact on purchase intention of customer.
 CHAPTER 5 -
FINDINGS, SUGGESTIONS, AND
CONCLUSION
 i. FINDINGS

The present study was undertaken to analyze the influence of brand awareness and brand image on the
purchase intention of customers with special reference to Mercely’s Ice Creams. In today’s highly
competitive FMCG market, especially in the ice cream industry where multiple brands compete on
taste, pricing, availability, and promotion, intangible factors such as brand perception play a critical
role in influencing consumer behavior. Therefore, understanding the relationship between brand-
related factors and customer purchase intention becomes essential for strategic marketing decisions.

Based on the statistical analysis conducted, it was found that there exists a strong positive correlation
between brand awareness, brand image, and purchase intention. The results clearly indicate that both
independent variables significantly influence the dependent variable, namely purchase intention.

The first hypothesis, which stated that brand awareness has a significant influence on purchase
intention, was accepted. This implies that customers who are more familiar with Mercely’s Ice
Creams—through advertisements, word-of-mouth, visibility in retail outlets, and promotional
campaigns—are more likely to consider and purchase the brand. Brand awareness reduces uncertainty
and perceived risk in the buying process, thereby increasing customer confidence and likelihood of
purchase.

The second hypothesis, which stated that brand image has a significant influence on purchase
intention, was also accepted. Brand image reflects the overall perception, associations, and beliefs that
customers hold regarding Mercely’s Ice Creams, such as quality, taste, hygiene, affordability,
reliability, and brand reputation. A favorable brand image enhances emotional connection and trust,
which positively affects customers’ intention to purchase. The findings suggest that customers are not
only influenced by familiarity but also by the positive attributes and symbolic value associated with
the brand.

Furthermore, the combined effect of brand awareness and brand image strengthens purchase intention
more effectively than either factor alone. While awareness ensures recognition and recall, brand
image creates differentiation and preference in the minds of consumers. Together, they contribute
significantly to consumer decision-making behavior.

In conclusion, the study establishes that strengthening brand awareness and maintaining a strong,
positive brand image are essential for increasing customer purchase intention for Mercely’s Ice
Creams. The company should therefore focus on consistent promotional activities, effective branding
strategies, quality maintenance, and customer engagement initiatives to sustain competitive advantage
and enhance market share.
 ii. SUGGESTIONS
From the studies conducted, we were able to establish a strong correlation between brand
image and brand awareness on purchase intention of customers. During the course of data
collection, it was found that the brand logo was not easily recognized by many. An
investment in visual assets and a strong presence on social media could be employed to
address these problems.

Having a single and simple tagline could really help in building the brand image of the
company as well as it’s products. Taglines are often a common factor in all of the world’s
most successful brands.

From the data collected it was found that the logo of Meriiboy ice creams cannot be
easily recognized by the respondents as the logos have changed from merriboy to mericreme
and them splited into mercelys and camery. Having a brand logo like the golden arcs of
McDonald’s couldgreatly help un improving the brand recall and recognition of brand.
 iii. CONCLUSION

The present study was conducted with the primary objective of identifying and analyzing the
relationship between brand awareness and brand image on the purchase intention of
customers. The research focused on understanding how these two key branding variables
influence consumer decision-making behavior and whether they significantly contribute to
customers’ intention to purchase a particular brand.

To collect relevant data, a structured questionnaire was developed based on established

concepts of brand awareness, brand image, and purchase intention. The questionnaire
included multiple statements designed to measure respondents’ familiarity with the brand,
their perceptions and associations regarding the brand, and their likelihood of purchasing the
product. The survey instrument was carefully framed to ensure clarity, relevance, and ease of
understanding. The questionnaire was distributed through the Google Forms platform, which
enabled efficient online data collection. This method facilitated wider reach, quick responses,
accurate recording of data, and reduced the possibility of manual errors in data entry.

After the data collection process was completed, the responses were systematically coded
and entered into the Statistical Package for Social Sciences (SPSS) software for analysis.
SPSS was used because it provides reliable statistical tools for conducting advanced data
analysis and hypothesis testing. Several analytical techniques were employed to ensure
comprehensive interpretation of the data.

Firstly, reliability tests (Cronbach’s Alpha) were conducted to assess the inter nal consistency
of the measurement scales used in the questionnaire. The results indicated acceptable
reliability values, confirming that the items used to measure brand awareness, brand image,
and purchase intention were consistent and dependable.

Secondly, descriptive statistics and graphical representations such as pie charts were used to
understand the demographic distribution of respondents and general response patterns. These
visual representations helped in identifying trends and patterns in customer perceptions.

Finally, regression analysis was performed to examine the influence of brand awareness and
brand image (independent variables) on purchase intention (dependent variable). Regression
analysis is a statistical method used to determine the strength and direction of the
relationship between variables. The results of the regression analysis revealed that both brand
awareness and brand image have a statistically significant impact on purchase intention.
Based on the regression results, both proposed hypotheses were accepted. This ind icates that
higher levels of brand awareness and a more favorable brand image significantly increase
customers’ intention to purchase the brand. The findings provide empirical evidence
supporting the theoretical assumption that strong branding elements pos itively influence
consumer buying behavior.

In conclusion, the study successfully established a significant relationship between brand

awareness, brand image, and purchase intention through systematic data collection and
statistical analysis using SPSS.
 iv. LIMITATIONS

Despite the systematic approach adopted in conducting this research, certain limitations must be
acknowledged.

One of the major limitations of the study was its geographic restriction. The data was collected
primarily from respondents within the state of Kerala. As consumer preferences, brand perceptions,
and purchasing behavior may vary significantly across different regions due to cultural, economic,
and demographic differences, the findings of this study may not be fully generalizable to customers
outside Kerala. Therefore, the results reflect regional consumer behavior rather than representing the
entire market at a national level.

Another important limitation was the use of convenience sampling as the sampling technique.
Convenience sampling involves selecting respondents who are easily accessible to the researcher.
While this method is practical and time-efficient, it does not ensure equal representation of all
segments of the target population. As a result, the sample may not accurately reflect the overall
characteristics, preferences, and perceptions of the company’s entire target audience. This may affect
the external validity and generalizability of the findings.

Additionally, since the data was collected through an online questionnaire using Google Forms,
responses were limited to individuals with internet access and willingness to participate. This could
have excluded certain demographic groups, particularly those less active on digital platforms.
Furthermore, the study relied on self-reported data, which may be subject to response bias, including
social desirability bias or inaccurate self-assessment.

Although these limitations exist, the study still provides meaningful insights into the relationship
between brand awareness, brand image, and purchase intention within the selected sample. Future
research can overcome these limitations by expanding the geographic coverage, adopting probability
sampling techniques, and increasing the sample size to enhance the reliability and generalizability of
the findings.
v. SCOPE FOR FURTHER STUDIES

While the present study examined the relationship between brand awareness, brand image, and
purchase intention, future research can extend this analysis by incorporating the company’s actual
sales performance data. A study linking brand awareness and brand image directly with sales
volume would provide a more objective and measurable assessment of branding effectiveness. By
analyzing the relationship between branding variables and financial indicators such as sales
growth, market share, and profitability, researchers can establish a stronger empirical connection
between brand perception and business performance.

Such a study could adopt a longitudinal approach, examining branding efforts and sales
performance over a specific period of time. This would help in identifying whether improvements
in brand awareness and brand image translate into sustained increases in revenue and profit
margins. Including secondary data such as annual sales reports and financial statements would
enhance the robustness and managerial relevance of the findings.

Furthermore, future research can focus on a detailed examination of brand equity. Brand equity
encompasses various dimensions such as brand loyalty, perceived quality, brand associations, and
proprietary brand assets. Studying these components in depth would provide a broader
understanding of the overall strength and value of the brand in the marketplace. Measuring brand
equity can help determine how branding strategies contribute to long-term competitive advantage.

Another potential area for future research is the evaluation of the effectiveness of different
branding programs and promotional strategies. Researchers can analyze the impact of advertising
campaigns, social media marketing, influencer collaborations, packaging redesign, tagline
development, and customer engagement initiatives on branding elements. Comparative studies
between different regions or competing brands may also provide valuable insights into best
practices in brand management.

In conclusion, expanding the research to include financial performance indicators, brand equity
dimensions, and branding program effectiveness would provide a more comprehensive
understanding of how brand awareness and brand image contribute not only to purchase intention
but also to overall organizational success.
REFERENCES
American Marketing Association Dictionary (2013) available at:
[Link]

[Link]

Fennis BM and Pruyn TH (2017) You are what you wear: Brand personality influences on
consumer impression formation. Journal of Business Research
doi:10.1016/[Link].2006.06.013 ([Link])

Hess J and Story J (2016) Trust-based commitment: multidimensional consumer- brand

relationships. Journal of Consumer Marketing 21(5): 321-345
[Link]
based_commitment_Multidimensional_consumer-brand_relationships

Koo DM (2014) Inter-relationships among store images, store satisfaction, and store loyalty
among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics 15(4): 42–
71.
[Link]
relationships_among_store_images_store_satisfaction_and_store_loyalty_among_Koreadisco
unt_retail_patro

Nandan S (2015) An exploration of the brand identity-brand image linkage: communications

perspective. Brand Management 12(4): 264–278.
[Link]
-brand_image_linkage_A_communications_perspective

Hutton JG.(2010) A study of brand equity in an organizational-buying context. J Prod Brand

Manage;6(6):428 – 39.
[Link]
organizational-buying-context-ckAh3tQ8Ht

Gordon GL, (2009) Calantone RJ, di Benedetto CA. Brand equity in the business-to-business
sector: an exploratory study. J Prod Brand Manage 1993;2(3):4 – 16.
[Link]

Oliver RL (1997) Satisfaction: a behavioral perspective on the consumer (ed.). New York, NY:
McGraw-Hill.
[Link]
ANNEXURE
Questionnaire
Respondent Profile:

1. Gender
a) Male
b) Female
c) Others
d) Prefer not to say

2. Age
a) 21-25 years old
b) 26- 35 years old
c) >40 years old

3. Your Education Level/Background?

a) No Formal Education b) High School

c) Under Graduation d) Post Graduation

Brand Awareness

4. Mercely’s is the first brand that comes to your mind when thinking of ice cream?

a. Strongly Agree b. Agree

c. Neutral d. Disagree
e. Strongly Disagree

5. I can quickly recall the logo of Mercely’s ice creams.

a. Strongly Agree b. Agree

c. Neutral d. Disagree
e. Strongly Disagree

6. I can recognize Mercelys and Camery ice creams among competing brands.

a. Strongly Agree b. Agree

c. Neutral d. Disagree
e. Strongly Disagree
Brand Image

7. Which of the following, according to you, help build a good brand image?
a) Quality

b) Communication strategies
c) Competitive pricing
d) Free trails and discounts
e) Others
If others, please specify

8. I prefer Mercely’s ice creams because of it’s superior taste(flavor)

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

9. The brand is well regarded by my friends and family

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

10. I purchase Mercely’s ice creams due to its easy availability.

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

11. I prefer Mercely’s Ice cream as it offers value for price.

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

12. I prefer Mercely’s Ice cream due its high quality

a. Strongly Agree b. Agree

c. Neutral d. Disagree
e. Strongly Disagree

13. Mercely’s in my opinion provide ice creams which are far more superior than the competition
a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree
 14. The brand’s region of origin is important while choosing the product.
a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

Purchase Intention

15. I will definitely buy this product again

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

16. I would recommend this brand to my colleagues.

a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree

17. I would like to receive information regarding the launch of new products of this brand.
a. Strongly Agree b. Agree
c. Neutral d. Disagree
e. Strongly Disagree