A study on brand preference among the students of Jadavpur University (original) (raw)

International journal of research in social sciences, 2012

Abstract

Consumerism in India gained a new momentum with the simplification of trade related laws and procedures. During the last two decades or so, there has been a steady increase in the number of brands for all categories of products. This could become possible with foreign companies coming to and investing in Indian market, and making all efforts to popularize their product/brand. This has generated greater competition among producers (both domestic as well as foreign) and benefited consumers by providing them with ample opportunities to choose a product or brand of a product that suits them the most. In this project report, we attempt to analyze brand preference and brand loyalty of the people. For this purpose, we have considered three products, namely, Jeans, T-shirts and Footwear. These items are selected for the simple reason that the frequency of their change is high among youngsters (as is found from our pilot survey). For this we approached and interviewed students of Jadavpur Un...

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