United International University
Course title: Brand Management
Course Code: MKT 4311
RAHMAN, KHANDOKER MAHMUDUR, Ph.D.
Associate Professor & Director – BBA Program
School of Business and Economics
United International University
Quazi Ruhul Afzal 111 152 250
Sayra Begum 111 152 266
Jannatul Ferdous 111 152 160
Md. Rahaduzzaman 111151073
Md. Shafi Arman 111 132 224
Letter of Transmittal15th September, 2018
RAHMAN, KHANDOKER MAHMUDUR, Ph.D.
Associate Professor & Director – BBA Program
United international university
Subject: Submission of report on “Impact of Brand consciousness, Perceive quality, Emotional value, and Perceived Product Price on the Consumer Purchase Intention of Cocola Noodles”
With due respect, we are undergraduate students of BBA, section C has reported on focusing Impact of Brand consciousness, Perceive quality, Emotional value, and Perceived Product Price on the Consumer Purchase Intention of Cocola Noodles. The purpose of this report is to present the findings based upon research and survey doing on noodles.
Though we are learning curve, this report has enabled to gain insight into the core fact of the Cocola Brand. So it becomes as an extremely challenging & interesting experience. Thank you for your supportive consideration for formulating an idea. Without your inspiration, cooperation this report would have been an incomplete one.
Lastly, I would be thankful once again if you please give your judicious advice on the effort.
Quazi Ruhul Afzal (111152250)
On behalf of the Group members
AcknowledgementAt first, we would like to express our gratitude to almighty Allah for enabling me the strength and opportunity to complete the report within the schedule time successfully. Preparation of this Report, we would like to acknowledge the encouragement, guidance and assistance given from a number of responsible persons. We would like to express profound gratitude to our respected
Sir Mr. Khandoker Mahmudur Rahman faculty of United International University for giving us required guidance.
We make this report by collecting data from their website cocola_noodles and also doing survey to collect data which we needed to complete our report.
We also grateful to all the members they did the survey.
Table of Contents
TOC o “1-3” h z u Introduction PAGEREF _Toc524781187 h 1Objective PAGEREF _Toc524781188 h 1An overview of noodles market PAGEREF _Toc524781189 h 1Purchase intention PAGEREF _Toc524781190 h 2Factors influence the consumer purchase intention. PAGEREF _Toc524781191 h 3Study Variables PAGEREF _Toc524781192 h 3Brand consciousness PAGEREF _Toc524781193 h 3Perceive quality PAGEREF _Toc524781194 h 3Emotional value PAGEREF _Toc524781195 h 4Perceived product price PAGEREF _Toc524781196 h 4Sample for the Study PAGEREF _Toc524781197 h 4Measurement (questionnaire) PAGEREF _Toc524781198 h 4Data collection Procedures PAGEREF _Toc524781199 h 5Data Analysis, Findings and Discussion PAGEREF _Toc524781200 h 5Data analysis (Noodles brand) PAGEREF _Toc524781201 h 6Coocola Noodles: PAGEREF _Toc524781202 h 6Mr. Noodles: PAGEREF _Toc524781203 h 7Others Brand: PAGEREF _Toc524781204 h 8Age level of purchase the Noodles: PAGEREF _Toc524781205 h 8Conclusion PAGEREF _Toc524781206 h 9Appendices PAGEREF _Toc524781207 h 9Reference PAGEREF _Toc524781208 h 11
As the student of business administrative we are analyzing the brand marketing perception in the minds and brain of consumer or customers. So, here we conduct a survey research on noodles brand. Our main focus on this survey which brand consciousness, Perceived quality, Emotional value and Product price on noodles. Our report topic is branding Perceived quality. We have tried to gain in-depth information about the branding process of the company.
We have taken 50people as sample. After getting result we have found that many people have chosen COCOLA NOODLES. And they mainly are student. We know cocola as a leading and older noodles brand in our country.
Basically, it’s started their journey in 1973.the most leading and well known brand so far. People recognize as a strong and most reliable noodles brand. Now a day’s many noodles brands came in market but the Cocola noodles yet stay in top because the brand maintain their quality that customers want. So, that they are leads in market and compete with competitors.
The primary objective of the report is broadly analyzed brand consciousness, Perceived quality, Emotional value and Product price on noodles. This report is conducting some analysis and survey of the brand marketing and consumers perception towards the noodles.
Specific objectives are
To know about the Cocola noodles and observe their brand preference
To know about the different brand noodles perceived quality
To have a broad idea about the brand’s name, logo, color, jingle, characteristics, packaging and so on. And analyze their popularity, likeability, and protect ability.
An overview of noodles marketThe main origin of noodles is Chinese. But in Bangladesh and around the world it’s a popular and demanding food as well. Every age peoples like noodles’ for breakfast, babies like noodles for their Tiffin. In Bangladesh there have many noodles brands but most common, popular and well-known brand is cocola noodles.
Cocola has one of the leading company food manufacturing in Bangladesh started its journey in 1973. It became a private limited company in 1985.The company has developed its expertise over four decades and strengthened its foothold in the industry by meeting consumers’ expectation continuously.
Improve the standard of food habit of the consumers by offering innovative and quality products in the markets.
So, according to our survey analysis we have found that the most popular noodles brand preference is cocola noodles. The marketing size for noodles is 9000 ton+ per year. Two types of noodles are available in market.
Air dried noodles
The noodles section of the cocola food is various types of noodles that cocola produce
Cocola EGG Noodles
Cocola 2minute instant Noodles
Cocola Cook Noodles & cocola Mojadar Noodles
Purchase intentionThe willingness of a customer to buy a certain product or a certain service is known as purchase intention.
Surveying on the questionnaire Mr Noodles and cocola noodles had the height impact on customers purchase intention. Most people prefer cocola noodles and the Mr noodles. We made questionnaires to know about their choice, purchase intention. After severing on 51 people we found 25 customers prefer cocola noodles. They want to buy that brand.
From the survey we found that the consumers think very highly about the brand image and the brand image has the maximum rating is 4.06. The lowest value is found in product price. It indicates that the consumers are not worried about the products price. So company should do nothing with this.
In future the noodles company should improvise themselves where there is low value. Our survey height rating was 5. But we have found 4.06 for brand image. 4.005 For perceived value. 3.92 For emotional value and 3.42 for product price.
So, the company should improve their strategy so that they can get 5 or close to 5.
Factors influence the consumer purchase intention.People change their purchase intention because of brand consciousness.co-cola noodle’s brand consciousness is very high, because co-cola noodles is very oldest ; well-known brand . At first they introduce Cocola stick noodles; this has been the most successful of all the Cocola noodles products. The unique thing about this product is the preparation method. The egg noodles are made up air dried noodles sticks.Cocola stick noodles is family pack noodles. Most of the female choose Cocola noddle’s for their snacks item. So mainly female consumer are always prefer Cocola stick noodles. After successful Cocola stick noodles they were highly motivated and introduced their new flavors in market like,cocola egg noodles,Cocola 2-minute instant noodles,Cocola cook noodles, Cocola Mojadar noodles. These new item of noodles are different different taste and everybody know that their quality is so good rather than other company noodle’s and we also know that their price is very reasonable rather than brand So this is a stong outcome where promotional strategies can emphasized to increase the buying probability ; change their purchase intention.
Study VariablesBrand consciousnessBrand consciousness refers to the awareness of a brand as a distinct product separate from others. Now- a -days people are more focus about the brand consciousness. Especially in youth and among the lower middle class. Due to social media this trend is growing fast. After the survey we can say that, most of the people choose co-cola noodles. People choose co-cola noodles because we know that co-cola noodle’s is very oldest brand. Everybody know about this brand because of this is a well know brand.
Perceive qualityPerceived quality or consumer’s perception about the quality of a product, brand ;consumer’s perception about the product’s ability to fulfill his or her expactations,Consumer’s perception may have little or nothing to do with the actual performance and excellence of the product and is based on the brand’s other products, and the influence of the consumer’s opinion or perception about the brand. The quality of products or it durability ,marketability and desirability develops a strong and positive brand association and customers perception about the quality of a product or brand increase as the association of customer with that brand is high. Consumer perception as defined by the business dictionary is A marketing concept that encompasses a customer impression awareness and consciousness about a company of its brand. Everybody wants to know the product quality and judge quality bases Product.Cocola noodles perceive quality is better than other brand. They always focus on their quality of product’s that’s why most of the people choose Co cola noodles.
Emotional valueEmotional value is a fundamental ingredient to building a successful business .people creates allegiances and loyalty to brands because they form sets of emotional expectations and preferences about brands. All emotional value is not same. They are verifying depths to your relationships with your customers and each has its own emotional-value attached to it. Every person has some emotional value of different food. As it is same some person has emotional value of noodles. Like some people think, Co cola noodles taste are very good .when they eat co cola noodles they feel good. The ingredients of these noodles are very suitable to meet them refreshment need. This noodles is very credible brand. Marketers of this brand are very empathic to the customer. They always believe this brand is very strong brand and their quality is always good.
Perceived product pricePerceived product price is that value which customers are willing to pay for a particular product or service based on their perception about the product or service based on their perception about the product. Perceived product is very important of every brand. Perceived value pricing is based on the cost of the produce we all know that co cola noodles price is very reasonable other than brand. Every people afford to buy these noodles because of low price cost.
People have some expectation about the product price. Three types of expectations are here-
1. When lower the price rate rather than expected rate.
2. When higher the price rate rather than expected rate.
3. When equal the price rate whit the expectation.
Sample for the Study
Cocola noodles can be classified as a non-durable consumer shopping good the primary objective of the study of report is to broadly analyze “involvement of co cola noodles brand “and consumer feedback on co cola noodles. The study of the co cola noodles conducted all district in Bangladesh. It is really difficult to conduct data so authentication of primary data cannot be ensured the study was conducted on a small sample. Most of the co cola noodles consumer cluster in female.
Measurement (questionnaire)Every people always do measure the perceived quality of a product. Like co cola noodles is very well known and oldest brand so as this perception most of the people like co cola noodles because of their quality .we also say that co cola noodles price is low but highly efficent operation. The quality of products or it durability ,marketability and desirability develops a strong and positive brand association and customers perception about the quality of a product or brand increase as the association of customer with that brand is high. Co cola noodles perceive quality is better than other brand. They always focus on their quality of product’s that’s why most of the people choose Co cola noodles’
Data collection ProceduresWe will collect the survey data in online bases. We are creating a Google from. This is the best way to conducting a survey in now a days. We are using proper digital method of collect our survey data. Everyone participating and answer our survey question very humble way. Some people are comment to doing this survey. One of the participate told us “I think this is a good opinion. Because if the quality of the product is known to every customer in this way, then the customers who we buy will be of great benefit to you”. That is the way we collect the data in our survey.
Data Analysis, Findings and DiscussionHere we can conduct a survey on impact of brand consciousness, perceive quality, emotional value, and perceived product price on the customer purchase intention of noodles. We can take 50 people as a sample of survey size. Most of the people’s occupation is student. There are some questions answer to analysis and finding our survey ultimate goal changing purchase intention of noodles. We are conducting this survey only on Bangladeshi noodles brands.
Whenever any data analysis we need to understand what kind of people responses to survey questioner. In our survey we can disinvited into 5 sectors. Brand consciousness, emotional value perceived quality and product price. After collecting survey data and analysis them we see this graph to what thinks are impact on customer purchase decision.
In this graph we all see that the most impact on customer purchase decision of noodles was brand consciousness. Brand consciousness is highly affected on customer purchase. Because most of the people are chooses well known brand. There are also affect on purchase decision is perceive quality. Now a day’s people want to high quality. No matter what brand it is but see the quality. So if the quality was high then people purchase intention will be higher. But there are two factors was less affect but these two factors are more important, emotional value and product price. In our survey we see that people are not so far aware for emotional value. But they must aware from price. If any brand price was high then customer will switch the brand. So it is a challenge to take as much as loyal customer in long tram.
Data analysis (Noodles brand)Coocola Noodles:Here in our survey data many people chooses coocola noodles. Because coocola noodles is the oldest brand in our nation. In the pest coocola created a high brand awareness and strong brand equity. It’s created an emotional value of this brand for likable and prefer. Most of the people are like coocola noodles because of low price, quantity high, and unchanged the test of quality. That’s why brand consciousness and emotional value is most number of people is response. But there are another issue remaining. Thought brand consciousness is affect of customer purchase decision but on the other side Perceive quality also some extend affect of purchase decision. Because every loyal customer don’t like any change. And coocola make this sure that they have maintained the height number of loyal customer.
Mr. Noodles:In our survey we are conducting 50 people as a sample size and there are 21 people choose Mr. Noodles to purchase. As our analysis Mr.noodles have high perceive quality. This brand only focuses on quality. When people purchase this branded product they feel so happy to eat say one of our survey people. It also very strong brand equity and brand awareness. Mr.noodles is new in market but they create a good emotional value in the market. It is important to maintain good brand performance also maintain quality. But when the quality high the price will be but in our survey people buy this product willingly.
There are some other’s brand chooses in our survey people. The brand are Sajeeb Noodles, ACI Pure Thai Noodles and Stick, etc. But in our survey this brand are not so much affect in customer purchase intention. Here we look the graph that the brand equity was so poor.
Age level of purchase the Noodles:In our survey there are 50 student respondents and there average age was 23-24 years. 23 years of ages 26% of the survey respondents are mostly prefers eat noodles. But there are 18-25 age are maximum prefer.
At the end we are say that our overall survey analysis we be finding brand consciousness will mostly affect in noodles purchase intention.
ConclusionCocola have higher resource constraint compared to Nestle which is a MNC.thus Cocola has to be content with follower strategy at present. This company has helped me to get presented with the genuine occupation world and with the authoritative culture and practices. In this report, I have attempted my level best to chip away at the point “Evolvement of Cocola noodles brand and Customer Feedback on Cocola Noodles. Here we can conduct a survey on impact of brand consciousness ,perceived quality, emotional value, and perceived product price on the customer purchase intention of noodles. After the survey result people change their purchase intention because of brand consciousness.co-cola noodle’s brand consciousness is very high ,because co-cola noodles is very oldest & well-known brand .cocola noodles create a strong position in the market, some marketing and branding strategies need to be upgraded based on consumers need analysis but cocola Food products Ltd.
AppendicesQuestionnaire: The survey questionnaire has made for Impact of Brand consciousness, Perceive quality, Emotional value, and Perceived Product Price on the Consumer Purchase Intention of noodles.
Male Female Other
15-20 21-25 26-30 31-35 36-40
Student Businessman Service holder
Do you eat noodles?
Which brand do you prefer?
Coocola Noodles Mr. Noodles Ifad Noodles ACI Pure Thai Noodles and Stick
Dekko Noodles Brand consciousness Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)
1 It is important to buy well known ………….. 1 2 3 4 5
2 I try to strike to a certain brand in buying noodles 1 2 3 4 5
3 I give importance on brand name to buy noodles 1 2 3 4 5
4 This is a reliable noodles brand 1 2 3 4 5
5 The ingredients of this noodles is suitable to meet my refreshment need 1 2 3 4 5
6 This is a very credible noodles brand 1 2 3 4 5
7 Marketer of this noodles is very empathic to the customers 1 2 3 4 5
8 This branded noodle makes me feel good. 1 2 3 4 5
9 This branded noodles gives me pleasure 1 2 3 4 5
10 This branded noodles makes me want to use it 1 2 3 4 5
11 I feel comfortable in eating this branded noodles 1 2 3 4 5
Perceived Product Price Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)
12 I would rate the price of this noodles as lower than expected 1 2 3 4 5
13 I would rate the price of this noodles as higher than expected 1 2 3 4 5
14 I would rate the price of this noodles as expected 1 2 3 4 5
1 2 3 4 5
15 I intended to buy this brand when I need to buy noodles 1 2 3 4 5
16 I plan to continue buying this brand noodles even the company increases the price. 1 2 3 4 5
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