1

CHAPTER - I

1.1 INTRODUCTION

“Branding is the art and cornerstone of marketing.”

Brand as a Name, Term, Sign, Symbol or Design, or a combination of them, indented to

identify the goods or services of one seller or group of sellers and to differentiate them from those of
competitors.
- American Marketing Association

Marketers must need to research the position their brand occupies in the customers minds.

What distinguish a brand from its unbranded commodity counterparts is the consumers
perceptions and feelings about the product attributes and how they perform.

- Kevin Keller

The brand promotion must need for the entire brand. Than only the product will reach the
customers effectively. With out brand promotion strategies the product or brand can’t reach in the
market.

Now a day most of the companies are using different strategies for promote their brand. So
each and every company should follow one new strategies for promote their brand effectively.
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1.2 PROFILE OF THE COMPANY

1.2.1 INTRODUCTION

The Butterfly Group, Pioneers in Stainless Steel Appliances started operations four decades
ago. The company was the first in India, to introduce Stainless Steel Pressure Cookers and Vacuum
Flasks, and acquire the ISO 9002 certification, in the LPG and Mixie divisions. Over the years,
under the enterprising leadership of Mr. V Murugesa Chettiar and his sons, Butterfly has grown to
be a household name among millions in India.

Today, Butterfly manufactures a comprehensive range of home appliances, kitchen products

and cookware. Four state-of-the-art-manufacturing units, backed by the latest R&D facilities ensure
total compliance to standards of excellence in design and quality.

Quality and Consistency are our prime motivating factors. Our in-house design facilities, tool
& die-making facilities with an impetus on quality control, has enabled us to consistently produce
products of the highest quality sticking to the finest functionality norms.

The products are also exported to the United Kingdom, Canada, Australia, Japan, Middle
East and the East Asian Countries, among others.

Across the globe, Butterfly products have been recognized for their quality standards by
various international organizations.

1.2.2 MOTIVE

They attribute success to the customer orientation. Serving the customer with the finest
quality products and adapting to the changing needs and tastes of customers has been our primary
motive.

1.2.3 MANAGING DIRECTOR, Mr. V. M. LAKSHMINARAYANAN

The BUTTERFLY Group – now four decades old – owes its birth and growth to its founder
Mr. V. Murugesa Chettiar, the Chairman of the Group.
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Over the years, the BUTTERFLY Group has grown from just manufacturing a handful of
basic kitchen utensils to an organisation involved in a comprehensive range of domestic appliances,
kitchen products and cookware.

At Butterfly, have a passion to progress – at all levels. This we believe would constantly give
birth to new product ranges, by equipping with the latest designs and development tools like
CAD/CAM, Spectrum Analyzer etc., in our R & D Department, at our state-of-the-art
manufacturing facility. BUTTERFLY is all set to conquer wider horizons. We shall be relentless in
our pursuit for growth and excellence, by understanding our customer needs and preferences.

1.2.4 EXPORT

Apart from its presence in the Indian market, Butterfly has constantly dealt with many
foreign organizations and individuals to further its processes and business, which has lead to the
success of many turnkey projects. Butterfly also has manufacturing facilities, operational in
Uzbekistan.

A house-hold name in India, 'Butterfly' products are also exported to the United Kingdom,
Canada, Australia, Japan, Middle East and the East Asian Countries, among others. Butterfly
products have been recognized, for their quality standards, by many reputed organizations.

1.2.5 PRODUCTS LIST OF BUTTERFLY BRAND

 Pressure Cookers
 Water Filters
 LPG
 Hot Packs
 Wet Grinders
 Vacuum Flasks
 Mixer Grinders
 Dinner Sets
 Wick Stoves
 SS Utensils
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1.3 NEED FOR THE STUDY

 A study of this nature will make management of an organization to derive the following
benefits.

 The brand promotion of butterfly home appliances is gives the management an indication of
general to promote the brand or the products effectively and the research is to help to find
out the consumers perception of the Butterfly Brand. This research tells how the customers
feel about their brand.

 Through this research the organization find the brand awareness of the customers.

 It gives suggestion to improve the brand promotion.

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CHAPTER- II

REVIEW OF LITERATURE

2.1 BRAND

The word Brand when used as a noun can refer to a company name, a product, or a unique
identifier such as a logo or trademark.

A brand also stands for the immediate image, or perception, people experience when they
think of a company or product. A brand represents all the tangible and intangible qualities and
aspects of a product or service. A brand represents a collection of feelings and perceptions about
quality, image, lifestyle, and status. It is precisely because brands represent intangibles qualities that
the term is often hard to define. Intangible qualities, perceptions, and feelings are often hard to grasp
and clearly describe. Branding today is used to create emotional attachment to products and
companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura
of tangible qualities that surround the brand name, mark, or symbol.

2.2 BRAND CONTAINS

 BRAND MANAGEMENT

Branding is all about perception. Brand management recognizes the market’s perceptions
may be different from what is desired while it attempts to share those perception and adjust the
branding strategy to endure the market’s perceptions are exactly what you intend. Brand
management is all about shaping and managing perceptions. Brand management is the application
of marketing techniques to a specified\c product, product line, or brand. It seeks to increase the
product’s perceived value to the customer and thereby brand equity. Marketers see a brand as an
implied promise that the level of quality people have come to expect from a brand will present and
future purchase of the same product. This may increase sales by making a comparison with
competing products more favorable. It may also enable the manufacturer to charge more for the
product. The value of the brand is determined by the amount of profit it generates for the
manufacturer. This result from a combination of increased sales and increased price.
 6

 BRAND MANAGEMENT

Brand image is defined as consumers perceptions as reflected by the associations they hold
in their minds when they think of the brand. Brand image describes consumers desire to use brands
as signals of personal identity and success. Its surveys fine that people tend to purchase the same
brands their friends use, and that consumers feel that buying certain brands indicates have made it.

 BRAND LOYALTY

Brand preference occurs when consumers prefer the brand to comparing brands. In surveys
people report sticking with brands they like and feeling that its risk to buy unfamiliar brands.

 BRAND PREFERENCE

Brand preference occurs when consumers prefer the brand to competing brands. Brand
preference might be considered “the holy grail” of branding because it is the result of consumers
knowing the brand, understanding what is unique about the brand, connecting emotionally with the
brand, making a decision that the brand is superior to others for some reason or combination of
reason, and choosing it over competing brands.

 BRAND AWARENESS

Brand awareness is when people recognize a brand for what it is. This dies not necessarily
mean they prefer that brand , attach a high value to, at associate any superior attributes to it, it just
means they recognize the brand and can identify it under different conditions.

 BRAND EQUITY

Brand equity is the sum brand equity is and intangible asset that depends on associations
made by the consumers. Total of all different values people attach to the brand, or the holistic value
of the brand to its owner as a corporate asset. Brand equity can include; the monitory value or the
amount of additional income expected from a branded product over and above what might be
expected from and identical, but unbranded product; the intangible value associated with the
product that cant be accounted for by price or features; and the perceived quality attributed to the
product independent of its physical features. A brand is nearly worthless unless it enjoys some equity
in the marketplace. With out brand you simply have a commodity product.
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2.3 BENEFITS OF A STRONG BRAD

Here are just a few benefits of a strong brand is created.

 A strong brand influences the buying decision and shapes the ownership experience.

 Branding creates trust and an emotional attachment to the product or company. This
attachment then causes the market to make decisions bases, at least in part, upon emotion not
necessarily just for logical at intellectual reasons.

 A strong brand van command a premium price and maximum the number of units that can be
sold at that premium.

 Branding helps make purchasing decisions easier. In this way, branding delivers very
important benefits. In a commodity market where features and benefits are virtually
indistinguishable, a strong brand will help the customers trust the product and create a set if
expectations about the products without even knowing the specifies of product features.

 Branding will help in “fence of” the customers from the competition and protect the market
share while building mind share. Once the mind is shared, the customers will automatically
think first when they think of that type of product category

 A strong brand can make actual product features virtually insignificant. A solid branding
strategy communicates a strong, consistent message about the value of the company. A
strong brand helps to sell value and the intangible that surround the products.

 A strong brand builds customers loyalty, not just selling product. A strong branding
campaign will also signal the seriousness about marketing and that is intended to be around
for a while. A brand impress the firms identify upon potential customers, not necessarily to
capture an immediate sale but rather to build a lasting impression of company and their
products.

 Branding builds name recognition for the company or product.

 A brand will help to articulate the company values and explain why they are completing in
the market.
 8

2.4 A GOOD BRAND NAME SHOULD

 Be legally protectable
 Be easy to pronounce
 Be easy to remember
 Be easy to recognize
 Attract attention
 Suggest product benefits or suggest usage
 Suggest the company or product image
 Distinguish the product’s positioning relative to the completion.

2.5 STRATEGIC BRAND MANAGEMENT PROCESS

Strategic brand management involves the design and implementation of marketing programs
and activates to build, measures, and manage brand equity.

 Identifying and establishing brand positioning and values.

 Planning and implementing brand marketing programs.

 Measuring and interpreting brand performance.

 Growing and sustaining brand equity.

The reminder of this section briefly highlights each of these four steps, which are examined
in much more detail in the remainder of the book.

2.5 (a) IDENTIFYING AND ESTABLISHING BRAND POSITIONING AND VALUES

The strategic brand management process starts with a clear understanding as to what the
brand is to presents and how it should be positioned with respect to competitors.
Kotler defines brand positioning as the act of designing the company’s offer and image so that it
occupies a distinct and values pace in the minds of consumers such that the potential benefits to the
firms in maximized. Competitive brand positioning is all about creating brand superiority in the
minds of consumers. Fundamentally, positioning involves convincing consumers of the advantages
of brand via-a-via competitors.
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2.5 (b) PLANNING AND IMPLEMENTING BRAND MARKETING PROGRAMS

Building brand equity requires creating a brand that consumers ate sufficiently aware of and
with they have strong, favorable, and unique brand associations. In general, these knowledge
building processes will depend on three factors;

 The initial choice for the brand elements or identities making up the brand.

 The marketing activities and supporting marketing program and the manner by which the
brand is integrated into them.

 Other associations indirectly transferred to the brand by linking in to other entity.

2.5 (c) MEASURING AND INTERPRETING BRAND PERFORMANCE

To understand the effects of brand marketing programs it is important to measure and

interpret and performance. A useful tool in that regard is the brand value chain. The brand value
chain is a means to trace the value creation process for brands to better understand the financial
impact of brand marketing expenditure and investments.

The brand value chain helps to direct marketing research efforts. Profitable brand
management requires successfully designing and implementing a brand equity measurement system
is a set of research procedure designed to provide timely, accurate, and actionable information for
marketers so that they can make the best possible tactical decisions in the short run and the strategic
decisions in the long run.

2.5 (d) DEVISING A BRANDING STRATEGY

The branding strategy for a firm reflects the number and nature of common and
distinctive brand elements applied to the different products sold by the firm. In other words,
devising a branding strategy involves deciding the nature of new and existing brand elements to
be applied to new and existing products.
 10

The decision as to how to brand new products is especially critical. When a firm introduces
a new product, it has three main choices.

 It can develop new brand elements for the new products.

 It can apply some of its existing brand elements.

 It can use a combination of new and existing brand elements.

When a firm uses an established brand to introduce a new product, it is called a brand
extension. When a new brand is combined with an existing brand, the brand extension can also be
called a sub-brand, as with Hershey Kisses candy, Adobe software, Toyota camry automobiles and
American Express Blue cards. An existing brand that gives birth to brand extension is referred to as
the parent brand. If the parent brand is already associated with multiple products through brand
extensions, then it may also be called a family brand.

Brand extension can be broadly classified into two general categories. In a line extension,
the parent brand is used to brand a new product that targets a new marker segment with in a products
category currently served by the parent brand, such as through new flavors, forms, colors, added
ingredients, and package sizes. Dannon has introduced several types of danon yogurt line extensions
through the years – Fruit on the bottom, Fruits blends, and whipped. In a category extension, the
parent brand is used to enter a different product category from that currently served by the parent
brand, such as Swiss Army Watches. Honda has used its company name to cover such different
products as automobiles, motorcycles, snow blowers, lawnmowers, marine engine, and
snowmobiles. This allows Honda to advertise that is can fit” six Honda in a two-car garage.

A brand line consists of all products original as well as line and category extensions sold
under a particular brand. A brand mix is the set of all brand lines that a particular seller makes
available to buyers. Many companies are now introducing branded variants, which are specific
brand lines supplied to specific retailers or distribution channels. They result from the pressure
retailers put on manufactures to provide distinctive orderings. A camera company may supply its
low end camera shops. Valentino may design and supply different lines of suits and jackets to
different departments stores.
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2.6 CRITERIA FOR CHOOSING BRAND ELEMENTS

In general, there are six criteria in choosing brand elements .

 Memorability

 Meaningfulness

 Likeability

 Transferability

 Adaptability

 Protectability

2.6 (a) MEMORABILITY

A necessary condition for building brand equity is achieving a high level of brand awareness.
Toward that goal, brand elements can be chose that are inherently memorable and therefore facilitate
recall or recognition in purchase or consumption settings. In other words, the intrinsic nature of
certain names, symbols, logos, and like the semantic content, casuals properties, and so on – may
take them more attention getting and easy to remember ;and therefore contribute to brand equity.

2.6 (b) MEANINGFULNESS

Besides choosing brand elements to build awareness, brand elements can also be chased
whose inherent meaning enhances the formation of brand associations. Brand elements may take on
all kinds on all kinds of meaning, varying ion descriptive, as well as persuasive content.

2.6 (c) LIKEABILITY

The associations suggested by the brand element may not always be related to product.
Thus, brand elements can be chosen that are rich in visual and verbal and inherently fun and
interesting. Independent of its memorability and meaningfulness, how aesthetically appealing do
consumers find the brand element? Is it inherently likable, visually, verbally, and in other ways? In
other words, independent of the particular product or service.
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2.6 (d) TRANSFERABILITY

The fourth general criterion concerns the transferability of the brand element – in both a
product category and geographic sense. First, to what extent can be brand element and to brand
equity of new products sharing the brand elements introduced either within the product class or
across product classes? In other words, how useful is the brand elements for line or category
extensions? In general, the less specifics the name, the more easily it can be transferred across
categories.

2.6 (e) BRAND POSITION

Marketers need to position their brands clearly in target customer’s minds. They can
position brands at any of three levels. At the lowest level, they can position the brand on product
attributes. Thus marketers or Dove soap can talk about the product attributes of one quarter cleaning
cream. However, attributes are the least desirable level for brand positioning. Competitors can
easily copy attributes.

2.6 (f) BRAND NAME SELECTION

A good name can add greatly to a product’s success. However, finding the best brand; name
is a difficult task. It begins with a careful review of the product and its benefits, the target market,
and proposed marketing strategies.

2.6 (g) CO-BRANDING

Although companies have been co-branding products for many years, there has been a recent
resurgence in co-branded products. Co-branding occurs when two established brand names of
different companies are used on the same product.
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CHAPTER – III

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

 To analyze the brand promotion of the Butterfly Brand.

SECONDARY OBJECTIVES

 To Study the brand awareness of the customers.

 To analyze strength and weakness of the brand.

 To find out the buyers perception of the Butterfly brand.

 To give suggestion to improve the brand promotion.

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CHAPTER – IV

RESEARCH METHODOLOGY

4.1 RESEARCH

Research in common place refers to a search for knowledge. Research is defined as

systematic and scientific search for pertinent information on specific topic or area of study.

4.2 METHODOLOGY

Methodology is a plan of action for a research project and explains in detail how data are
collected analyzed and presented, so that they will provide meaning information.

4.3 RESEARCH DESIGN

A Research design is purely and simply the framework or plan for the guides the collection
and analysis of data.

It is the overall operational pattern or framework of the project that stipulated the
information to be collected, from which source and what procedures. A Research design might be
described as a series of advance decision that taken together from a specific master plan or the
model for the conduct of the investigation. Descriptive research is used in this project.

4.4 DESCRIPTIVE RESEARCH

This type of research design is undertaken in many circumstances. When the researcher is
interested in knowing the characteristics of certain groups such as age, sex, , Occupation or income
etc. The Objective of such study is to answer the “Who, What, When, Where, and How” of the
subject under investigation, so in this project study comes under descriptive research design.

4.5 RESEARCH INSTRUMENT USED

The questionnaire was found to be the most suitable type of research instrument to collect
data. It is important tool of the research; it is used to generate the raw data on which findings were
based.
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4.6 QUESTIONNAIRE CONSTRUCTION

A questionnaire is an assembly of carefully formulated questions, designed to collect facts

and options from the respondents. It’s an important tool of the research; it is used to generate the
raw data on which findings were based.

 Dichotomous
 Multiple choices
 Open, rating scale

The aim of the designing questionnaire was

 To obtain accurate data

 To make interview as interesting and stimulating
 To be easily analysis
 To facilitate efficient administration of information.

4.7 SOURCE AND COLLECTION OF DATA

The task of data collection begins after research problems have been defined and research
design chalked out. Data is the foundation for all marketing research. The researchers can obtain
data form.

 Primary data
 Secondary data

PRIMARY DATA

Primary data are those, which are collected afresh and for the first time, and thus happens to
be original in character for this study, primary data involves questionnaires.

SECONDARY DATA

Profile of the company has been used for information of the study.

4.8 SAMPLING PLAN

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Due to cost and time involved in collecting the data from all the respondents, it becomes a
compulsion to choose representation. Sampling plan explains the
 Sampling unit
 Sampling size
 Sampling method

 SAMPLING UNIT

The sampling unit is who is to be surveyed? That is sampling unit is who are all the
respondent is called sampling unit. The sampling units for this Brand promotion of Butterfly Home
appliances.

 SAMPLING SIZE

The sample size for this research is 100.

 SAMPLING METHOD

Different types of sampling methods are available. In this research the convenience sampling
was selected for this research. This sampling method used the principles of non-probability
technique.

4.9 STATISTICAL TOOLS

To arrange and interpret the collected data the following statistical tools were used.

 Percentage Method.

 Weighted average method

 Correlation method

CHAPTER – VI
 17

ANALYSIS AND INTERPRETAION

CHAPTER VI

6.1 FINDINGS OF THE STUDY

6.2 SUGGESTION AND RECOMMENDATIONS

 Brand awareness didn’t reach the market as well as the public. So they must improve the
Brand awareness.

 Buyers are feeling the brand quality is better but they didn’t get awareness about the brand
so, the company must create the brand awareness through effective media.

 They should improve the brand or products availability in market.

 They should reduce the product price for increase the sales.

 They should maintain the relationship with customers after the sales. It may increase the
sales in future.

 The company must distribute the spare in all places through show rooms.

 They may participate the Exhibits and Tradeshows for brand products awareness.
 18

CHAPTER VII

CONCLUSION

From the study it is concluded that butterfly brand has good image in the market. The quality
and durability are satisfied to the existing customers.

The company can improve its promotions mainly in the area of advertisement and
availability. And they must observe the customers needs, wants and expectation. Than only they
increase the sales.
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CHAPTER VIII

8.1 LIMITATIONS OF THE STUDY

 The period of the study is very low. So not able to get sufficient report.

 The success of the method is largely depends on the response of the respondents. If the
respondent gives incorrect answer, the result will be misleading.

 Study based on present situation it may vary in future.

 Study may applicable only the Butterfly Home Appliances.

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8.2 SCOPE FOR THE FURTHER STUDY

 The project was developed based on the customer awareness regarding the branding.

 The project will be helpful for the management to identify the brand awareness of the
product.

 The project can be base for the students who are during the project in the related area.
 21

APPENDICES

ANNEXURE-1

BIBLIOGRAPHY

 REFERENCE BOOKS

 Kothari, C.R., Research Methodology - Methods & Techniques , New Delhi, New
Age international (P) Ltd., Publishers, Second Edition,2004.

 Gupta, S.P., Statistical Methods, New Delhi, Sultan Chand & Sons Publishers, Thirty
Fourth Edition, 2005.

 Philip Kotlar, “Marketing Management” III Edition.

 WEBSITES

 www.satguruinfocom.com

 www.immindia.com

 www.butterflyindia.com
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ANNEXURE-2

QUESTIONNAIRE

1. Name :………………………………………

2. Gender : 1) Male 2) Female

3. Income : 1) < 6000 2) 7,000 to 10,000 3) 11,000 to 15,000

4) >15,000

4. Age : 1) Below 25 2) 26-40 3) 41-50 4) Above 50

5. Occupation : 1) Private 2) govt 3)Business 4)Others

6. Name of the home appliances product that comes first to your mind ?

1) Butterfly 2) Premier 3) Presitge 4) Preeti 5) Others

7. How do you know about the brand?

1)Advertisement 2) Relatives 3)Friends 4)others

8. How long you know the butterfly brand?

1)1Year 2) 1-2years 3) 3-5years 4) Above5years
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9. Rate the availability of butterfly brand?

1) Easy availability 2) availability 3) Neutral 4) not available

10. What is the main reason to buy the butterfly brand?

1) Price 2)Availability 3)Quality 4)Durability 5) Brandname
6) After sales service

11. How do you feel about the price charged?

1)Very high 2)High 3)Neutral 4)Low 5)Very low

12. Are you aware of the range of product in butterfly brand?

1)Yes 2) No

13. During usage the product, can you have any communication or relation with your
Representatives regarding the product?
1) Yes 2) No

14. In future will you purchase the new product in butterfly brand ?
1) Yes 2) No

15. Their Promotional activities are best rather than others?

1) Strongly agree 2) Agree 3) Neutral 4) Disagree
5) Strongly Disagree

16. If they offer one own free product for any of the butterfly product, Are you purchase ?
1) Yes 2) No
If yes, Specify reason……………………………..

17. Can you feel any inconvience from the brand?

1) Service 2) Spare availability 3) Reliablity 4) Durability 5) None

18. Which one of the product in butterfly brand satisfies your needs and wants?
 24

1)Pressure cookers 2) Water filters 3)LPG stoves 4)Hotpacks

5) Table top grinders 6) Vacuum flasks 7) Mixergrinders
8) Dinner sets 9) SS.utensiles
Specify Reason ……………………………………

19. How is your product repaired and services ?

1)Very good 2) good 3) Netural 4) not bad 5) bad

20. Are you satisfied the returns and exchange?

1)Very good 2) good 3) Netural 4) not bad 5) bad

21. Will you recommend buying the butterfly brand?

1)Yes 2)No

If yes , Specify Reason………………………………

1)Price 2) Quality 3) Availability 4) Durability
5) Brand name 6) After sales service

If no, Specify Reason………………………………

1)Price 2) Quality 3) Availability 4) Durability
5) Brand name 6) After sales service

22. Can you get sufficient Quality from the brand ?

1)Yes 2)No

23. Do you want any additional features from butterfly brand ?

1)Yes 2)No

If Yes, What is your want?

---------------------------------------------------------
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If No, What is the reason?

----------------------------------------------------------

24. Which media do you prefer is most effective to deliver our message?

1) Television 2) Newspaper 3) Magazines 4) Online

5) Word of mouth

25. Which of the following event is suitable to promote the brand?

1) Conference 2) Seminar 3) Outings 4) Tradeshows
5) Exhibits

26. Are they giving any financial benefits (Installment)?

1) Yes 2) No

27. Is our product are brand advertisement is effective?

1) Strongly agree 2) Agree 3) Neutral 4) Disagree
5) Strongly Disagree
28. Are they conduct any activites to promote the brand?
1) Yes 2) No

If Yes, specify

1) Contests 2) Games 3) Sweep stakes 4) Cultural events

29. Overall satisfied level of the butterfly brand?

1)Highly satisfied 2) satisfied 3) Netural 4) Dissatisfied
5) Highly Dissatisfied

30. Give rank according to your opinion?

Price
 26

Quality
Durability
Availability
Service

31. Any Suggestion:

……………………….…………………………………………………………………………

…………………………………………………………………………………………………