Brand awareness of urban women with reference to wheat flour

Brand awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a certain product category. Brand awareness is considered a common measure of marketing effectiveness. Brand name awareness is one of the four major brand assets which add value to the product or service and/or its customers. The objective of the paper is to analyze the levels of brand and brand name awareness of urban women. The study is based mostly on primary data and the data are collected through a structured questionnaire. It is observed that, the brand awareness levels are high among a majority of the urban women. Several factors such as age, education, working status, food habits, number of children, quantity, food expenditure and the source of information of the respondents are responsible for this. It appears that unlike the brand awareness levels, the brand name awareness is independent of the various factors pertaining to the respondents.