Consumer Behavior Towards Ariel and Surf Excel

Consumer Behavior Towards Ariel and Surf Excel

ALI FAREED F05MD054YASIR AKRAM F05MD102AcknowledgmentAll appreciation and thanks to ³Almighty Allah´ the most Beneficent and the most Merciful, for bestowing upon usthe courage & talent to complete this task.We are thankful to SIR ADIL FOVAD for his guidance and his cooperation throughout our course. He has polishedour skills and makes us capable of submitting this project. The project he has given us is very helpful in learningdifferent aspects of branding. We have tried our best to complete this project with our full understanding and effort.Table of ContentIntroduction«««««««««««««««««««««««««««««..5Research Plan«««««««««««««««««««««««««««««6Respondents Demographics«««««««««««««««««««««««.7Analysis«««««««««««««««««««««««««««««««..8Brand Awareness and Usage«««««««««««««««««««...8Conclusion«««««««««««««««««««««««««««.9Brand Performance«««««««««««««««««««««««.12Conclusion««««««««««««««««««««««««««....13Brand Image««««««««««««««««««««««««««15Conclusion«««««««««««««««««««««««««««16Brand Judgments««««««««««««««««««««««««.17Conclusion«««««««««««««««««««««««««««18Brand Resonance««««««««««««««««««««««««.21Conclusion«««««««««««««««««««««««««««22
 
Point of Parity««««««««««««««««««««««««««««..23Point of Difference««««««««««««««««««««««««««...24Recommendations«««««««««««««««««««««««««««..25Limitations«««««««««««««««««««««««««««««...26IntroductionThe project is based on the survey conducted to perform a comparative analysis between the two detergent brandsSurf Excel and Ariel. The purpose of the survey is to analyze the comparison between these two brands on the basisof points of differences and point of parity and to judge different aspects of the brand which make customers loyal,associated and in favor of one brand more than the competing one.Surf ExcelSurf Excel is the product of Unilever. Surf Excel is the oldest detergent brand to be present in Pakistan since 1960.The company has always believed that dirt is a valuable way to enrich our lives, both young and old....

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