Study of consumer awareness and sales of Packaged Greek Yoghurt, a niche product in healthy consumables segment

Abstract

Emojis or emoticons are a new form of communication that developed in personal chats between people to show their emotions, and how they feel in a particular situation. While being new and unexplored, organizations have been trying to find out ways to see how these new forms of symbols can be used to evoke certain feelings among their consumers. As such this project explores the significance of these emojis in increasing or improving the purchase intention, brand awareness and advertisement retention for Epigamia promotions. So as a relatively new organization which calls to the young and upcoming generation, learning about these new forms of communications and using them for their advertisements is quite essential, and is, therefore, is something this project aims to study. It was found that the presence of emojis in advertisements do end up helping in increasing purchase intention, brand awareness and advertisement retention. But given that the sample was small, and most respondents were IIMB community members, the data could have been a bit skewed and so the results could be taken with a grain of salt.