Measuring consumer awareness and marketing's impact on brand selection

Today Brands have become a vital part of every human's life. They have integrated themselves into the working and non-working segments of our routine. Due to this values as well as society has changed in totality. In this dissertation it was aimed to investigate whether awareness effects a selection of a brand or marketing/advertising efforts are responsible for customer's buying a certain brand. Also it was aimed how brand managers or marketers can benefit from the results of this research. Adopting a quantitative approach whereas qualitative variables will be derived to numbers as in the shift from qualitative to quantitative, data was gathered from student population of Green wich University and linear regression was applied to test the causal hypotheses. It was observed that awareness was not a significant predictor on brand selection whereas marketing/advertising was seen as a significant predictor on brand selection. This research can be followed up by brand teams and can work around the findings of this research in order to develop campaigns that will help in pointing or targeting key areas in this research aswell.