Conational Drivers , Mainly Advertisement Influencing Brand Preference of Consumer Durable Goods : An Experimental Analysis in North India
Journal Title: International Journal of Scientific Research and Management - Year 2013, Vol 1, Issue 4
Abstract
Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of a person‟s time to inform him or her of the amazing and different attributes of the product at hand. This study aims at discussing the cognitive factors that dete rmine brand preference among consumers based on empirical research. Brand attributes including price, qua lity , features , image which influence consumer perceptions and temporal association with brands are critically examined in the study. Researcher also fo cuses upon the various types of advertisement and aspects of advertisement . The study makes use of statistical techniques such as percentage, chi square test in analyzing the data for finding the result. The result shows that there is a significant relationship between advertisements and the choice of the brand. T he perception of employees differs significantly regarding the conational drivers, type of advertisement and aspects of advertisement. Consequently the recommendations support for the noteworthy of consumer preference which will bring a constructive brand selection.
Authors and Affiliations
Aarti Chahal
Keywords
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