Please refer to paper titled “CAST study brand..”
for further details: comparing two brands THOMAS CHIPMAN and SMITHS
chips EXTRACT : Choose any two brands from a FMCG product category available in Australia. Choose one brand that is
prominent in the marketplace and another one (same product category), which you feel Australian consumers are not very
familiar with. Conducting primary research in form of a survey, you are expected to measure and report on the breadth and
depth of brand awareness (page 108; Keller 2013) for the chosen brands.

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