Comparison between Consumer Buying Preferences w.r.t. Brand Value Chain in Indian Markets
Journal Title: International Journal of Engineering and Science Invention - Year 2017, Vol 6, Issue 12
Abstract
Brand value both played a role in determining brand and category loyalty of the consumers. Brand personality was seen to play a much more significant role. Brands with a clearly communicated consistent personality had a bigger set of loyal customers. Desktops are the dinosaurs of the PC industry then came the laptops which first enabled mobility that smart phones later extended. In three years, the market is nearly equal that of desktops and is on track to surpass laptops possibly this year. The role of brands within companies has changed over the last decades. Being no longer just any part of the corporate value chain they are today the key to a company’s success. This development can be explained by the fact that the market value of a company does not mainly come from its tangible assets anymore, but its intangibles and goodwill. Brands as intangible assets thus gain more and more importance for a company’s existence. The research design is the conceptual structure within which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. Research designs are classified into three traditional categories: exploratory, descriptive and causal, the choice of the most appropriate design depends largely upon the objectives of the research. The type of research followed was Exploratory in nature and it was followed by Descriptive research. The data was collected from 120 present and potential consumers of personal computers in Delhi-NCR. The participants were divided into three different strata depending on various characteristics. Convenience sampling method of non – probability sampling was adopted for this study.
Authors and Affiliations
Dr. Aparna Goyal
Keywords
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