Impact On Brand Awareness Of Consumables Due To Disruptive Marketing

Abstract

The research paper aims to study the impact disruptive marketing creates on brand awareness level in the minds of consumers. Using the popular David Aaker model of awareness pyramid, the awareness level of brands is checked at each level. If the impact is positive at any of the three higher order level (recognition, recall or top poof mind) the hypothesis is accepted. Disruptive marketing efforts are noted at multiple aspects of marketing like the product, price, place, promotion and packaging. The study has proved that disruptive marketing impacts positively at some or the other level of awareness. Tools like likert scale and chi square, descriptive statistics like percentages and graphs have been used to test the hypothesis. Hypothesis is proved on acceptance of five dimensions of the said tools of marketing.