The Importance Of Branding Brand Awareness Through Consumer Contact Activity

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Recommended: Review of literature on brand awareness

Brand is a sign, term, name, symbol, or a design or a combination of these; that identifies the maker or seller of the product from those of the competitors (Kotler & Armstrong, 2010). Consumer takes brand as an important part of a product and at the same time brand can add value to the product. When a company has a strong brand, awareness and recognition of the brand is of the same importance.
Brand awareness is the identification of a brand by a consumer in diverse circumstances (Kotle & Keller, 2005). It is of foremost importance that your brand is rightly known by the consumer in order to have a needed response and desired equity for the brand.
Marketing is considered like a selling and advertising, but that is only the top layer, inside …show more content…

keeping all things in mind the organization needs an efficiently and effectively managed marketing techniques which enable to minimize every possible cost and achieving quality service by using minimal level of resources as well as gaining, maintaining.
The topic of the research is “creating brand awareness through consumer contact activities.” Consumer contact activity can simply be defined as sales method by which marketer approach customers directly with product or service. There are many of the attributes through which the Consumer Contact Activity can be successful such as interactive marketing, one-to-one marketing, mall interception, telephone marketing, direct mail marketing, catalog marketing and direct response television …show more content…

But this research only focuses towards one attribute of Consumer Contact Activity that is “Mall Interception” and one attribute of Brand Awareness that is “Brand Recognition”. So, for the research purpose two variables are selected, one of them as independent that is “Mall Interception” and the other one as dependent variable i.e. “Brand recognition”. Mall interception can further be divided into its attributes that are Trail Generation/ Free Sampling, discounts offers and product experience (Kotle & Keller, 2005).
The reason of selecting all of the mentioned variables for the research purpose is the practice availability of such activities in Pakistan. It is observed that Mall Interception and Brand Recognition activities are practiced habitually in Pakistan while the others not.
1.2 Aim of the study
The core purpose of the study is to analyze the effects of direct marketing on brand awareness and assessing it with the linkage of toiletry products. Several statistical methods were adopted on the answers we collected by the floating the questionnaires to conduct the analysis such as, descriptive, correlation and regression analysis.
1.3 Problem Statement
The current study focuses on the effect of direct marketing

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