BRANDING STRATEGIES AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR-A STUDY OF SELECT TEXTILE BRANDS release_rev_07015925-fc48-4b4a-a2fd-a0edfa979e28

Abstract

Modern consumer in the 21 st century is gifted with the technology like internet, mobile, media that allows him to know the changing trends in the market, styles, brands, products and services. With the increasing disposable income population, their per capita consumption of electronic goods and other products is increasing. They are desirous of improving their standard of living with the hygienic and reasonably high quality products and get rid of the spurious and substandard products being supplied to them. They deserve quality products, correct information about a product and door step delivery. Consumer behaviour is characterized by both internal as well as external factors. Increasing competition in the era of globalization has created the companies and its marketers to carefully analyze the behaviour of consumers. As the success or failure of the companies in meeting the objectives will depend on the acceptance of consumers, study of consumer behaviour on textile brands with reference to buying and consumption is extremely important to determine the decision making of consumers with regard to various type of textile brands. In view of the importance, the present study focuses on understanding of consumer buying behaviour towards 3 select textile brands. A comparative study is been made to understand the difference in the perception of urban and rural consumers towards textile brands and their buying patterns. The study is based on both primary and secondary data sources.
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