Research Report

A Report on “Happily Unmarried”

Submitted by Shriya Sethi, Arjun Kathuria, and Kanika Pahwah in partial

fulfillment forBA (Hons) in Fashion Marketing and

Retail Management(2014-18)

Submitted to:Mrs. Vasundhra Gupta

Mrs. Usha Agarwal

4th May, 2015Pearl Academy

New Delhi

ACKNOWLEDGEMENT

We are very thankful to everyone who all supported us, for we have completed our project effectively and moreover on time. We are equally grateful to our teachers Mrs. Vasundhra Gupta and Mrs. Usha Agarwal. They gave us the moral support and guided us in different matters regarding the topic. They had been very kind and patient while suggesting us the outlines of this project and correcting us at every step. We even thank our parents for their overall support.Thanking you

Shriya Sethi Arjun KathuriaKanika Pahwah

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TABLE OF CONTENTS

S.No. TOPIC

1 Executive Summary

2 Background Study

3 Literature Review

4 Research Synopsis

4.1 Research Problem4.2 Research Questions4.3 Research Objective4.4 Research Sub-objectives4.5 Knowledge Gap

5 Research Methodology

5.1 Research Objective5.2 Research Design5.3 Data Collection Methods5.4 Data Collection Tools

5.4.1 Secondary Data Collection Tools 5.4.2 Primary Data Collection Tools

5.5 Sample Design

5.5.1 Sampling Frame 5.5.2 Sample Unit 5.5.3 Sample Size 5.5.4 Method of Sampling 5.5.5 Sample

5.6 Data Analysis

6 Data Analysis & Findings

7 Conclusion & Recommendations

8 Reference List

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9 Bibliography

10 Annexure

List of Tables

S.No. Tables & Charts

1 Pricing of the brand Happily Unmarried

2 Annova

3 Chi-square tests

4 Testing for mean

9 Age

10 Gender

11 Marital Status

12 Education Level

13 Monthly Disposable Income

14 Lifestyle

15 Comapny

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1. Executive Summary

our research report is aimed at filling the gap that came to us as an unanswered question in the brand Happily Unmarried. Even though Happily Unmarried has a great concept, it’s sales are not up to the mark. Our report was directed to solve the problem of awareness about the brand amongst the consumers.We planned our research through secondary sources via online journals, online magazines, online website and online reports, followed by primary sources via observation, interviews and questionnaires.Brand awareness plays a significant role in consumer behavior. Therefore, it becomes mandatory for a brand like Happily Unmarried to work towards filling in this gap.Post the research, it was found that Happily Unmarried faces a major competition and has minimal footfall in the stores and lacks brand awareness amongst the consumers, lowering its sales.Our findings conclude that there is a great need for a brand like Happily Unmarried should undertake awareness campaigns and better marketing strategies to survive in the market.

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2. Background Study

2.1 Origin:

Happily Unmarried is a lifestyle brand from India, found in the year 2003 by founders, Rajat Tuli and Rahul Anand. They started Happily Unmarried based out of their own experiences when they were young and reckless.Happily Unmarried started as a one-stop shop for young people living on their own. Based on the founders’ personal experiences, they discovered that in this family oriented country, no one is targeting the young. They wanted to provide everything from basic services like property to fun gifts. Until they started, there were very few references of Indian humor in products. Their whole idea was to come up

with stuff which Indians could identify and laugh at. Now they keep thinking of ideas and products and ask themselves how they can make this more desi.

2.2 Concept:The company is known for its fun and quirky India-centric designs across gifting categories such as apparel, glassware, travel accessories, office and stationery. It operates from its headquarters in New Delhi. Happily Unmarried is an extremely popular brand which offers a variety of your ordinary household goods, but with a squeeze of lemon and dash of creative tadka. Happily Unmarried aspires to be India's coolest company.Happily Unmarried collaborates with many designers, craftsmen from across the country to combine traditional skills and modern design to create a lifestyle products and ordinary household goods. One of its most noted products is the Sandaas Ashtray, an ashtray designed like an Indian toilet seat. They are picking up selective design assignments in areas where they think they can do a good job. They’ve done the interiors of a bowling alley, designed bakeries and done a lot of other fun stuff with corporate gifting.

The company has also helped in organizing an independent music festival called

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Music in the Hills, since 2007. They also indulge into the process of recycling and creating attractive products out of the waste.They usually ship in 3-4 working days in their online business. Order id in the 'TRACK ORDER' section of the FAQ tool can be used to find out the status of one’s order. The Facebook page can also be used for the same. They also offer a 7 days, no questions asked return policy.Their primary target’s the youngsters in the 23 to 45 age group residing in metros.

2.3 Why the name Happily Unmarried?Happily Unmarried phase of life is the most fun, you have just started earning and have your own money to spend to live the way you want to. They wanted to capture that spirit of fun through the name.

2.4 Working:

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They work with lots of designers on a project and royalty basis. Till now they have worked with over 35 designers from leading design schools. The good bit is that some of the people who end up designing for them are not trained to be designers, they just have a lot of crazy ideas and happily unmarried help them implement it.They believe that no organization can function without interns. They take their internship programs very seriously and some of the best work that has happened in their company, has been done by Interns. Happily Unmarried is an exciting Franchising opportunity as well. Their

motive is that their franchisee should be able to devote time at the store and have an ability to really set and achieve targets for the team. They believe that they are a young company and would like their franchisees to grow with them.

2.5 Marketing Mix

2.5.1 Product Line:Their greatest inspiration is the customer, They want to be able to give them products which are functional but also a lot of fun. The idea is to identify objects of mass consumption and make them fun.Their Product Line is as follows:

Bar:AshtraysBeer GlassesWhiskey GlassesRum GlassesShots GlassesVodka GlassesBar Accessories

Apparel:T-ShirtsSweat ShirtsAccessories

Phone Covers Home:

Chai Coffee MugsCushion CoversDoormatsKitchenMetal SignsMagnets

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Key Chains Bags Stationery UFO (Unidentified Funny Objects) Office Products Phantom Bacardi FOLOF (For the Love of Football):

T-ShirtsBeer MugsShot GlassesCoffee MugsMagnetsBadges

Daredevils (The team related products)

Distribution Strategy:Happily Unmarried sells its products via 4 channels:

(I) Happily Unmarried stores;(ii) Its website - http://www.happilyunmarried.com; (iii) Multi brand retailers; and (iv) Online marketplaces such as Amazon, Snapdeal, and Flipkart.

Their check list while approving a product are as follows:

Should be functional. Should be fun. Should be marketable i.e. it should be sell able in India.

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They try to insure that the turnover from their new products is at least 30% of overall sales.

2.5.2 Place:Happily Unmarried has its presence across 17 cities including Delhi, Kolkata, Mumbai, Jaipur and Pune.Under Delhi and NCR, its locations are as follows:

Pacific Mall (1st Floor), Subhash Nagar Middle Lane, Khan Market Select City Walk Mall, Phase 2, Saket Galleria Mall, Gurgaon International Airport

Its Head Cooperative Office is at Phase 2, Okhla Industrial Area.

2.5.3 Pricing:Their strategy is to create fun products at an affordable price, convenient for almost everybody to buy.

SR.NO PRODUCT LINE MINIMUM PRICE MAXIMUM PRICE

1.2.3.4.5.6.7.8.9.10.11.12.13.14.15.

HOTBARAPPARELPHONE COVERSHOMEBAGSGIFT PACKSSTATIONARYUFOOFFICEINDIAPHANTOMBACARDIFOLOFODAREDEVILS

602507007001001801500100606010015018015040

1000400015007001000200040008001000850120099014807001500

2.5.4 Promotion:The products of Happily Unmarried are ridiculously well priced, therefore, they don't offer unrealistic discounts. Journalists, bloggers, media people, trend watchers, channels etc. cover them. Facebook ads to promotes its products. They do not have marketing budgets so their strategy is to do good work which gets written about, is talked about and gets sold. Social media helps them connect to their audience but most of it is notional. They have over 50k fans on Facebook but they need to view everything on social media with a pinch of salt.

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Music in the hills is an annual festival of live music, Happily Unmarried does it in partnership with Parikrama. They have had 8 so far and India's best bands have performed at Music in the hills. MiH is also the longest running independent music festival.

They are extremely optimistic about online sales and have huge plans for it. They do not understand the logic of discounting when products can sell as is. They are in a lot of other mass sites which don’t discount and sales are good. Right now about 10% of their sales are from online but that figure is doubling every year. HU brand stores contribute the maximum revenue say about 60%. The rest comes from shop in shop and multi brand outlets.

In June 2014, Happily Unmarried launched its blog – www.happilyunmarried.com/blog in line with its content strategy. The objective is to create good quality humorous content that would attract people to the blog and also introduce the brand. Thereafter, use the usual aspects of online marketing to nurture these leads and convert them into happy customers. After the blog was launched, daily traffic to the website almost doubled within no time.

2.6 SWOT analysis:

2.6.1 Strength:Happily Unmarried makes products which are fun and can be used by many. Happily Unmarried believes that they are in the business of selling fun and would always create products & services that make people happy. This spirit of the company is seen in everything they do - be it their products or communications. The humorous content that the company creates gels well with the target segment and generates curiosity about the brand. As a result people visit the website to explore about the brand. And there they find the unique products which again reinforces the fun and quirky spirit of the brand. This approach has worked well for the company and has fuelled substantial word of mouth for the brand. Their strength also includes their ability to recycle almost any product with the greatest ease and bring forth to their customers products which are easily available and affordable.

2.6.2 Weakness:Even though the company is growing year after year and its presence is being felt across India lately, it still lacks wide awareness in major parts of the country. There are many who would want to buy products manufactured by the company, however, they may not be aware of such a brand. This is so, due to its low visibility and amendments required in its marketing and promotional strategies.

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2.6.3 Opportunity:They see themselves as a brand which is working in progress to become a mass quirky brand. Their online sales are growing at over 100%, they are optimistic and want to push the online efforts more. They have been selling online since 2006 but it has never been a focus, they are making it now. However, they still need to come up with a comprehensive customer relationship program like a lot of other things.

2.6.4 Threat:Since the concept that Happily Unmarried incorporates is unique, their competitors in the present scenario have also increased. The demand for product manufactured by them is growing and thus, so is their competition. The scope for their market will only increase if they inherit better strategies for their and advance UPSs.

2.7 Competitors:

2.7.1 Chumbak :In March 2010, Chumbak was launched with just 3 stores.They design and make products that they love to use themselves. Sometimes they make random stuff. They’re always experimenting with both design and product. Honestly, for every 10 new categories they come up with, they release only 3 or 4 of them. The rest get put into cold storage and they revisit them from time to time. Today they have over 30 categories of products including fridge magnets, keychains, bobble heads, tshirts and boxer shorts, coffee mugs, phone cases, laptop sleeves and a whole bunch more.They’re always thinking of more silly stuff to do, better briefs to come up with and a million topics and trends passing through their heads. Their inspiration comes from just looking all around. They keep tweaking their designs till they’re happy. For something to become a Chumbak product, they typically cover the Chumbak logo and have it go through the design test. 9/10 people should

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recognize it as a Chumbak product without seeing the logo. They then know that they’re consistent.

2.7.2 Hysteria :The first hysteria store opened at Church Street, Bangalore in 2010 selling official music merchandise imported from around the world. They now stock merchandise on Superheroes, Movies, Tv series, Gaming and Sports and have branches at Forum Mall, Koramangla and TGIP mall, Noida.One can also see them hawking their exclusive merchandise with a flair of a street vendor at events like Comic Con, Rock shows, NH7 weekenders, Oktober fests and flea markets like Sunday soul santé and Kitsch mandi.

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2.7.3 Bewakoof.com :Launched on April 1, 2012 in sync with fool day syndrome by the two member duo of Prabhkiran Singh & Siddharth Munot - Bewakoof as a brand speaks out its mind in form of creative designs on apparels as part of its foray into online apparel retailing to begin with. They have grown to a team of 100 creative individuals in 2 years. The brand has connected well with the masses with their Facebook page asserting a following of over 1 million fans. Their creativity and popularity has made them Bollywood's Favorite Merchandise Partner and they have partnered with most of the Production Houses of India for their movies. Their vision is to touch all those segments associated with lifestyle and youth while maintaining their core application of creativity and humor in its approach.

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2.8 Primary Research

As per the analysis of primary research, the footfall in the stores is minimal. Most of the sales happen online. The company faces the problem of lack of awareness about the brand across different cities. The degree of lack of awareness differs across different stores, however, it comes forth as the common problem for all.

Kanika Pahwah’s Primary Research (Saket)

Shriya Sethi’s Primary Research (Galleria Market) Arjun Kathuria’s Primary Research (Subhash Nagar)

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3. Literature Review

The following study aims at building in the knowledge gap regarding Happily Unmarried’s current situation. It talks about the elements of the given reasearch’s objective. Brand Awareness, Consumer Behavior and their relationship paves the way to the justification of the core problem.

3.1 Brand Awareness:

3.1.1 Definition of Brand:A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept.Brands are usually protected from use by others, by securing a trademark or service mark from an authorized agency, usually a government agency. Brands are often expressed in the form of logos, graphic representations of the brand.

3.1.2 Definition of Branding:Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

3.1.3 Elements of a Brand: Brand Brand Architecture Brand Audit Brand Awareness Brand Differentiation Brand Equity Brand Essence Brand Identity Brand Essence Brand Identity Brand Image Brand Roadmap Brand Strategy/ Branding Strategy Branding

Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his

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memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned.There are two types of brand awareness:

Aided awareness-This means that on mentioning the product category, the customers recognize your brand from the lists of brands shown.Top of mind awareness (Immediate brand recall)- This means that on mentioning the product category, the first brand that customer recalls from his mind is your brand.The relative importance of brand recall and recognition will rely on the degree to which consumers make product-related decisions with the brand present or not. For instance - In a store, brand recognition is more crucial as the brand will be physically present. In a scenario where brands are not physically present, brand recall is more significant (as in case of services and online brands). 3.1.4 Importance of brand awarenessFirst StepCreating brand awareness is usually the first step in building advertising objectives. Before you can create a favorable impression or motivate customers to buy, they have to become aware of your brand and its meaning. Marketing messages delivered through various media are often used to communicate the brand name and important messages tied to its products. Making people aware that you exist helps drive traffic to your business and create a buzz in the market.

Top of MindThe highest level of brand awareness is top of mind awareness. This is when customers think of you first when they need to make a purchase within your product category. You can build top of mind awareness through repeated exposure and consistent delivery of a good product or service over time. This is a huge advantage in the market when customers enter a buying situation and your brand immediately comes to mind first.

3.2 Consumer Behavior:

3.2.1 Definition of Consumer:An individual who buys products or services for personal use and not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else, they are making that decision as a consumer.

3.2.2 Definition of Consumer Behavior:Belch & Belch define consumer behavior as ‘the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.’

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Sadhale, A. et. al. argue that there is a need for studying consumer behavior for the following reasons:

Buyers reaction to a firm’s marketing strategy has a great impact on the firm’s success.

The marketing concept stresses that a firm should create a Marketing Mix that satisfies customers, therefore need to analyze the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies

Consumer behaviour strongly affect the consumer buying process, hencemarketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants (Linh, X. P. et. al.Ayyappa, S. (2011) puts forth the following 3.2.3 Factors influencing consumer behavior:

3.2.3.1 Social Factors: Groups

Primary Secondary Aspirational Dissociative

Family Roles and status

3.2.3.2 Cultural Factors: Culture-Basic values and perceptions Sub-Culture- Nationality, religious and racial groups Social Class- Homogeneous groups having similar tastes

3.2.3.3 Personal Factors: Age and Life-style Occupation Life-style Personality and self concept

3.2.3.4 Economic Factors: Disposable income Size of family Propensity to save Credit availability Discretionary income (Extra income)

3.2.3.5 Psychological Factors: Motivation Perception Learning

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Beliefs Attitude

3.3 Effect of Brand on Consumer Behavior:

Brand awareness plays a crucial role to boost up any business performance as brand awareness is an implied tool which can positively change consumers buying behaviour. Brand awareness is the probability that consumers recognize the existence and availability of a company’s product or services, creating this awareness by a company are one of the key steps to promote the company’s goods and services There is a high level of competition in the market place, too many goods and services available with different challenges most especially for new businesses, therefore it is very important that a company knows what they are willing to offer to the market, where to perform this function, what segment of customers they want to target, when to carry out this function and how they are going to achieve their goal, these can only be done successfully if the business have a good knowledge of the market which means a research of the market needs to be done (Hussein, 2012)Product promoting via brand awareness is one of the easiest and most effective ways to promote commodity related products. Consumers turn to make decision quickly about a product if they know or recognize the brand. The more customers can recognize, retain and remember a firms brand the likely fact that they will shop. This is an advantage against competitors as customers overlook at the price and other quality when they trust and know a brand, it became a part of the customers’ life style to shop where they are used to and have confident in the brand (Osman, 2009)

Brand awareness affects consumer loyalty and decision-making by influencing the formation and strength of brand associations in the brand image created through the different information attached to the brand in memory of the customers.

3.4 Effect of Consumer Behavior on the Brand:

Consumer behavior has been always of great interest to brands. The knowledge of consumer behavior helps the brands to understand how consumers think, feel and select from alternatives like products, brands and the like and how the consumers are influenced by their environment, the reference groups, family, and salespersons and so on. (Brosekhan, Abdul A., 2006).Consumers or the customers are valuable assets for any organization as they are the ultimate destination of any product s or services. Since, they are the ultimate users of any product or services, thus, the success of any organization depends upon the satisfaction of the consumers. If not they will switch to other brands. Due to this reason, the satisfaction of the consumers becomes priority for any organizations. For satisfying the consumers, one has to know about what consumer buy, why they buy it, when they buy it, how and how often they buy it and what made them to switch to other brands. (Shrivastava, Ankita and Vikram, 2013)

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4. Research Synopsis

4.1 Research Problem:

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As per the background study and primary research conducted, the problem was concluded to be lack of awareness about the brand amongst the consumers.

4.2 Research Questions:Q1. What are the possible reasons for lack of awareness about the brand?Q2. Is short footfall the only problem that the brand is facing?Q3. What are the total number of stores that the company operates in Delhi and NCR?

4.3 Research Objective: To study the impact of Brand Awareness of the brand, Happily Unmarried among the youth aging between 15-30 years in Delhi and NCR.

4.4 Research Sub-objectives:1. Brand awareness2. Consumer behavior3. Effect of brand awareness on consumer behavior4. Effect of consumer behavior on brand

4.5 Knowledge Gap:As evident from the Literature Review, it has been proved that brand awareness plays a significant role in consumer behavior. Its effect on a consumer’s buying behavior has direct relationship with the success of a brand. Therefore, it becomes mandatory for a brand like Happily Unmarried to work towards filling in this gap.

5. Research Methodology

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5.1 Research Objective: To study the impact of Brand Awareness of the brand, Happily Unmarried among the youth aging between 15-30 years in Delhi and NCR.

5.2 Research Design: Our research is Exploratory in nature for the following reasons:

No sufficient information available about the issue to be studied The information is qualitative in nature

5.3 Data Collection Method: The research is conducted through primary and secondary sources.

5.4 Data Collection Tools: The data collection tools include the following:

5.4.1 Secondary Data Collection Tools: online journals, online magazines, online website and online reports.5.4.2 Primary Data Collection Tools: observation, interviews and questionnaires.

5.5 Sample Design:

5.5.1 Sampling Frame/Target Population: Buyers of Happily Unmarried aging between 15-30yrs.

5.5.2 Sampling Unit: Respondents aging between 15-30yrs. in Delhi and NCR.

5.5.3 Sample Size: 100 respondents.

5.5.4 Method of Sampling: The method of sampling adopted is Convenience Sampling since the sample members are chosen at our own convinience.

5.5.5 Sample: The sample is respondents aging between 15-30yrs in Delhi and NCR.

5.6 Data Analysis: The data is analyzed using various statistical tools.

6. Data Analysis & Findings

Testing for mean

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Testing for proportion Chi-square test Annova Charts

Interpretation

Demographic Factors:

1. Age:

Findings

As per the application of percentage,

majority of the respondents belongs to

the age group of 15-20 years with an

aggregate percentage of 67%. 22% of the

respondents belong to the age group of

20-25 years and the remaining 11% to

the age group of 25-30 years.

2. Gender:

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Findings

As per the application of percentage, majority of

the respondents are females with an aggregate

percentage of 63%. The remaining 37% are

males.

3. Marital Status:

Findings

As per the application of percentage, majority of the respondents are single with an aggregate of 88%. The remaining 12% are married.

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4. Educational Level:

Findings

As per the application of percentage,

majority of the respondents are

pursuing their bachelors with an

aggregate percentage of 42%, 37%

are still in high school, 11% are

pursuing post graduation, 6% chose

others and the remaining 4% are

pursuing PhD.

5. Monthly Disposable Income:

Findings

As per the application of percentage,

majority of the respondents are financially

stable. 32% of the respondents have a

monthly disposable income of Rs.10000-

Rs.20000, 25% have a disposable income

of Rs.5000-Rs.10000, 23% have a

disposable income of Rs.20000-Rs.30000

and the remaining 20% have a disposable

income of Rs.30000 or more.

6. What defines your lifestyle?

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Findings

As per the application of percentage,

majority of the respondents consider

themselves Fashionable with an

aggregate percentage of 33%, 28%

consider themselves Modest, 22%

Independent, 13% think they are

Conservative and the remaining 4%

Traditional.

7. Enjoy mostly in the company of?

Findings

As per the application of percentage,

majority of the respondents enjoy in the

company of their friends with an

aggregate percentage of 53%, 30% enjoy

their family’s company, 10% their

colleagues and the remaining 7% do not

enjoy any of these companies.

Chi-Square [Q10&14]:

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Application of chi-square in the above table through SPSS shows the result that the people using online platform to shop are fairly satisfied with the number of stores of Happily Unmarried since their aggregate on agreement is 61.1%.People visiting stores to shop or use both online and offline means to shop are mostly neutral about the number of stores available with an aggregate percentage of 35.9% and 39.9%.

The chi-square test between the platform used to shop and the available stores of the brand has been rejected since the value is less than 0.05, which means that there is need for more number stores for the brand Happily Unmarried for better results.

Chi-Square TestsValue df Asymp. Sig. (2-

sided)Pearson Chi-Square 9.262a 8 .321Likelihood Ratio 13.487 8 .096Linear-by-Linear Association

.001 1 .970

N of Valid Cases 100a. 9 cells (60.0%) have expected count less than 5. The minimum expected count is .54.

Chi-Square [Q12&15]:

Application of chi-square in the above table through SPSS shows the result that the people who line the product line of Happily Unmarried agree that it should start advertising its products more since their aggregate on agreement is 43.5%.People who do not like the product line of Happily Unmarried are neutral about the change in its advertisement strategy with an aggregate percentage of 44%.

The chi-square test between the acceptance of the product line and satisfaction with the advertisement strategy has been rejected since the value is less than 0.05, which means that there is need for better advertisement strategy for the brand Happily Unmarried for better results.

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Chi-Square TestsValue df Asymp. Sig. (2-

sided)Pearson Chi-Square 11.422a 4 .022Likelihood Ratio 10.952 4 .027Linear-by-Linear Association

2.501 1 .114

N of Valid Cases 100a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is .25.

Annova:

Application of Annova in the above table through SPSS shows the result that quality of a product is an important factor amongst females with a mean of 1.2381, whereas for men it is of lesser importance with a mean of 1.5135. The test for Annova shows that the test compared with the gender has been rejected for quality since the value is more than 0.05, which means that the population on an average does not consider quality as an important factor while buying a product.

Price of a product as a factor is more important for men with an aggregate mean of 1.9730 than women who have a mean of 2.1587. The test for Annova shows that the test compared with the gender has been rejected for price since the value is more than 0.05, which means that the population on an average does not consider price as an important factor while buying a product.

Durability of a product as a factor is more important for women with an aggregate mean of 1.7143 than men who have a mean of 2.0811. The test for Annova shows that the test compared with the gender has been accepted for durability since the value is less than 0.05, which means that the population on an average considers durability as an important factor while buying a product.

Innovation as a factor is important for both men and women with an aggregate mean of 1.8649 and 1.9683 respectively. The test for Annova shows that the test compared with the gender has been rejected for innovation since the value is more than 0.05, which means that the population on an average does not consider innovation as an important factor while buying a product.

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ANOVASum of

Squaresdf Mean Square F

qualityBetween Groups 1.768 1 1.768 1.485Within Groups 116.672 98 1.191Total 118.440 99

priceBetween Groups .804 1 .804 1.074Within Groups 73.386 98 .749Total 74.190 99

durabilityBetween Groups 3.136 1 3.136 5.155Within Groups 59.614 98 .608Total 62.750 99

innovationBetween Groups .249 1 .249 .338Within Groups 72.261 98 .737Total 72.510 99

convenienceBetween Groups .029 1 .029 .029Within Groups 96.011 98 .980Total 96.040 99

Convenience as a factor is important for both men and women with an aggregate mean of 1.8378 and 1.8730 respectively. The test for Annova shows that the test compared with the gender has been rejected for convenience since the value is more than 0.05, which means that the population on an average does not consider convenience as an important factor while buying a product.

Testing for mean:

Application of testing for mean in the above table using SPSS, gives the result that Bewakoof is the most preferred brand with the highest mean of 2.5600, amongst the following brands listed in the table. Following Bewakoof is Hysteria with an aggregate mean of 2.5000. Happily Unmarried and Chumbak follow the league with a mean of 2.4700 and 2,4900 respectively.Since Happily Unmarried is considered the least preferred brand, it is concluded that the possible reason for it is lack of awareness about the brand. The brand thus needs to undertake various promotional and marketing strategies to aware the population about itself and bring forth better results.

One-Sample TestTest Value = 0

t df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the Difference

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Lower Upperhappily unmarried 21.816 99 .000 2.47000 2.2453 2.6947chumbak 23.952 99 .000 2.49000 2.2837 2.6963bewakoof 24.666 99 .000 2.56000 2.3541 2.7659hysteria 19.604 99 .000 2.50000 2.2470 2.7530

Testing for Proportion:

H0 = People like the product line of Happily Unmarried.

H1 = People do not like the product line of Happily Unmarried.

= P̂−Po√Poqo /n

= 0.74−0.75

√( 0.75 )−(¿0.25)/100 ¿

= −o .01

√(¿−0.5)/100 ¿

= 0.142

Confidence limit = 100−2(α )

2

Taken level of significance as 5%

= 902 = 45% = 0.45

From the table value comes out to be = 1.65

Therefore, H0 is accepted and most of the people do like the product line of

Happily Unmarried.

7. Conclusion & Recommendations

Conclusion:We tried to catch hold each of our respondents’ attention towards the basic root level question of our research, what is the impact of lack of brand awareness on

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the brand Happily Unmarried. We let the sample pick their own choice without any manipulation. However, we did take an extra initiative to make each of our non aware respondents aware of the brand.

Most of our respondents belonged to the age group of 15-20 years and were mostly females, making us realize that females were more keen on sharing their knowledge as well as grasping ours. Almost all of them were single and financially very stable. They were qualified enough and mostly defined their lifestyle as modest, fashionable and independent who enjoy mostly in the company of their friends.

We used a number of tools to make our findings accurate using SPSS including Annova, Chi-square, Testing for mean, Testing for proportion and various Charts. The usage of charts gave us an idea about the overall choice of our respondents.It is concluded that people on an average are not satisfied with the number of stored available for the brand Happily Unmarried and feel that the brand should start advertising their products more. It was also concluded that durability is the most important factor that the population looks for in a product while buying it. Bewakoof, a competitor for the brand Happily Unmarried is the most preferred brand and Happily Unmarried fails to perform well in the eyes of the population. Even though Happily Unmarried may lose from its competitors, it has major scope for better performance since the population on an average does like the concept and product line of the brand.

As per the analysis of primary research, the footfall in the stores is minimal. Most of the sales happen online. The company faces the problem of lack of awareness about the brand across different cities. The degree of lack of awareness differs across different stores, however, it comes forth as the common problem for all.

Recommendation:From the research conducted, we as a team have come to the conclusion that Happily Unmarried should undertake better advertisement and marketing strategies to improve its performance and aware the population about itself. They can do so by undertaking periodic campaigns and various incentive plans. They also need to focus on increasing the number of available stores to improve footfall. Little changes in the planning strategy can help the brand reach out to its maximum capabilities since brands like these have major scope in the market.

8.Referencing:

1. ARNDT, J. (1976) Reflections on Research in Consumer Behavior. [ONLINE] Volume 3. Beverlee B. Anderson, Cincinnati, OH: Association for Consumer Research. Available from:

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http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9200 [Accessed: 18 February 2015]

2. AYYAPPA, S. (2011) Consumer Behavior. [ONLINE] Available from: http://www.managementparadise.com/skills08knowledge08/documents/1138/consumer-behaviour/ [Accessed: 18 February 2015]

3. CONSUMER [ONLINE] Available from: http://www.investorwords.com/1055/consumer.html [Accessed: 20 February 2015]

4. Cultaffair (2011) TÊTE-À-TÊTE THURSDAY: HAPPILY UNMARRIED [ONLINE] Available from : HTTP://CULTAFFAIR.COM/TETEATETE-TUESDAY- HAPPILY-UNMARRIED/ [Accessed: 1ST February 2015]

5. Definitions of Marketing & Branding Terms [ONLINE] Available from: http://www.neubertweb.com/definitions.html [Accessed: 22 February 2015]

6. Happily Unmarried. Daredevils [ONLINE] Available from: http://www.happilyunmarried.com/products/delhi-daredevil.html [Accessed: 1st February 2015]

7. HILL, R.P. and GARDNER, M.P. (2000) The Buying Process: Effects Of And On Consumer Mood States. [ONLINE] Acrwebsite Database. Available from: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9826[Accessed: 24 February, 2015]

8. HUSSIEN, A.(2012) Customers Satisfaction and Brand Awareness. [Online] Theseus Database. Available from:https://www.theseus.fi/bitstream/handle/10024/52815/Ali_Hussein.pdf?sequence=1 [Accessed: 25 February, 2015]

9. KARTONO, B. (2005) Linking Consumer-Based Brand Equity to Market Performance: An Integrated Approach to Brand Equity Management. [ONLINE] Zibs Database. Available from: http://www.zibs.com/techreports/Linking%20CBE%20Market%20Performance.pdf[Accessed: 25th February, 2015]

10. KOKEMULLER, N. The Importance of Brand Awareness [ONLINE] Available from: http://smallbusiness.chron.com/importance-brand-awareness-45853.html [Accessed: 20 February 2015]

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11. MSG. What is Brand Awareness? Marketing [ONLINE] Available from: http://www.managementstudyguide.com/brand-awareness.htm [Accessed: 20 February 2015]

12. PARNER, L. Consumer Behavior: The Psychology of Marketing. [ONLINE] Los Angeles: University of Southern California. Available from: http://www.consumerpsychologist.com/ [Accessed: 19 February]

13. ROUSE, M. (2010) BRAND [ONLINE] Available from: http://whatis.techtarget.com/definition/brand [Accessed: 22 February 2015]

14. SADHALE, A. et. al. (2009) Consumer Buying Behavior In Shopping Mall. [ONLINE] Available from: http://www.slideshare.net/pugs_rockon/research-report-on-consumer-buying-behavior-in-shopping-mall [Accessed: 18 February 2015]

15. SHRIVASTAVA, A. and BISEN, V. (2014) Consumers’ Buying And Switching Behaviour Due To Advertisement . [ONLINE] Abhinavjournal Database. Available from: http://abhinavjournal.com/journal/index.php/ISSN-2320-0073/article/view/145 [Accessed: 23 February, 2015]

16. SUBHANI, M.I. and OSMAN, A. (2009) A Study On The Association BetweenBrand Awareness and Consumer/BrandLoyalty for The Packaged Milk IndustryIn Pakistan [ONLINE] MPRA Database. Available from: http://mpra.ub.uni-muenchen.de/21367/1/ [Accessed: 24 February, 2015]

17. The Importance of Brand Awareness [ONLINE] Available from: http://blog.mbaco.com/importance-of-brand-awareness/ [Accessed: 20 February 2015]

18. Thinkrasta (2012) On a date with Happily Unmarried of Indian Quirk [ONLINE] Available from: HTTPS://THINKRASTA.WORDPRESS.COM/2012/01/26/ON-A-DATE-WITH-THE-HAPPILY-UNMARRIED-OF-INDIAN-QUIRK/ [Accessed: 1ST February 2015]

19. Wikipedia. Free Encyclopedia on Happily Unmarried [ONLINE] Available from: http://en.wikipedia.org/wiki/Happily_Unmarried[Accessed: 1ST February 2015]

9.Bibliography

1. http://www.acrwebsite.org/search/view-conference-proceedings.aspx? Id=9200

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2. http://www.managementparadise.com/skills08knowledge08/ documents/1138/consumer-behaviour/

3. http://www.investorwords.com/1055/consumer.html

4. HTTP://CULTAFFAIR.COM/TETEATETE-TUESDAY- HAPPILY- UNMARRIED/

5. http://www.neubertweb.com/definitions.html

6. http://www.happilyunmarried.com/products/delhi-daredevil.html

7. http://www.acrwebsite.org/search/view-conference-proceedings.aspx? Id=9826

8. https://www.theseus.fi/bitstream/handle/10024/52815/Ali_Hussein.pdf? sequence=1

9. http://www.zibs.com/techreports/Linking%20CBE%20Market %20Performance.pdf

10. http://smallbusiness.chron.com/importance-brand-awareness- 45853.html

11. http://www.managementstudyguide.com/brand-awareness.htm

12. http://www.consumerpsychologist.com/

13. http://whatis.techtarget.com/definition/brand

14. http://www.slideshare.net/pugs_rockon/research-report-on-consumer- buying-behavior-in-shopping-mall

15. http://abhinavjournal.com/journal/index.php/ISSN-2320-0073/article/view/145

16. http://mpra.ub.uni-muenchen.de/21367/1/

17. http://blog.mbaco.com/importance-of-brand-awareness/

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18. HTTPS://THINKRASTA.WORDPRESS.COM/2012/01/26/ON-A-DATE-WITH-THE- HAPPILY-UNMARRIED-OF-INDIAN-QUIRK/

19. http://en.wikipedia.org/wiki/Happily_Unmarried

10. Annexure

Questionnaire:

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We, the students of Pearl Academy, New Delhi, are conducting a survey to study the impact of Brand Awareness of the brand, Happily Unmarried among the youth aging between 15-30 years in Delhi and NCR. We would be highly obliged if you could please fill in the following questionnaire with utmost honesty and help us conclude accurate results.[Please tick only one]

1. Age: 15-20 years 20-25 years 25-30 years

2. Gender: Male Female

3. Marital Status: Single Married

4. Education Level: High School Bachelors Post Graduate Phd. Others

5. Monthly disposable income Rs.5000-10000 Rs.10000-20000 Rs.20000-30000 Rs.30000 or more

6. What defines your lifestyle? Modest Fashionable Independent Conservative Traditional

7. You enjoy mostly in the company of? Family Friends Colleagues None of the above

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8. Do you like exploring new things? Yes No

9. Rate the following factors according to the preference while purchasing a product?

Factors Most Important

Important Neutral Not so Important

Least Important

Quality

Price

Durability

Innovation

Convenience

10. What platform do you use to shop? Online Offline/Stores Both

11. Rank the following brands from 1 to 4, 4 being the most preferred? Happily Unmarried Chumbak Bewakoof Hysteria

12. Do you like the product line of happily unmarried? Yes No

13. What product do you like most in happily unmarried? Bar accessories Apparels Home accessories Phone covers UFO (Unidentified Funny Objects) Stationary Office products Bacardi None

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14. Are you satisfied with the available stores of Happily Unmarried in Delhi and NCR?

Strongly Agree Agree Neutral Disagree Strongly disagree

15. Do you think Happily Unmarried should start advertising the brand to make it more popular?

Strongly Agree Agree Neutral Disagree Strongly disagree

Thank you

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