“A STUDY ON AFFECT OF BRANDING ON CONSUMER BUYING DECISION OF DURABLE GOODS WITH SPECIFIC REFERENCE TO SAMSUNG INDIA LTD” (No of pages: 95)

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 Introduction-

“Brands are like human beings. They are born, fed and nurtured, made strong and responsible so that they can be faithful friends of the people, form mutually beneficial and satisfying relationships with them and become their companions for life. Such brands, make their parents (organization ) proud of them. The best brands are the ones who help in forming and sustaining strong long term “parent-brand-people” relationships. These brands form the potential for present growth and future expansion. They help the organizations conquer peaks at the time of booms and stay afloat and swim at times of depression.”

Today nearly all the companies are focusing more and more on building strong brands. The concept of brand equity and its management has come to the fore like never before. More and more companies are refocusing on select strong brands.

Project Objectives –

  • To study the effect of brands on consumer buying behaviour in relation to the company’s product
  • To analyze the branding strategies adopted by some of the companies best product to woo the consumers into buying their products.
  • To do a comparative study of the branding strategies adopted by the companies in the different type of product

PROBLEM STATEMENT:-

Based on the importance of brand awareness and brand image to the company’s surviving and carrying with the curiosity to the inexistence of coca cola’s’ business in India which is the big producer of soft drink, we manage to investigate to what extent the Indian youths know about the brand of coca cola (brand awareness) and what kinds perception of the brand of coca cola as reflected by the brand association held in target customers’ memory (brand image).

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