A Study On Impact Of Brand Promotion Towards Vikkys Product With Special Reference To Chennai Silks, Coimbatore”

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Dr. Suja Sundram, Dr. P. Kavitha

Abstract

As the consumer becomes more conscious about their rights and the option available, organizations have to pay the prices of the mistakes and faults committed in consumer relationships. Brand is a guarantee, an assurance for a defined standard of quality for the first time and for a every time but not the vice versa. Brand is name or logo that plays the role in the mind of the customer. Branding is an effective marketing strategy tool that has been used with frequent success in the past. Brand promotion can be an effective and powerful tool for all types of business organizations. If brand owners use their product correctly, the payoffs can be substantial. However, if brands are mismanaged, the results can be damaging.This report is aimed to investigate the effect of brand on consumer buying behaviour. How much consumers are prepared to pay for branded products, how important they consider price, brand or other factors during their purchasing decisions. The report aimed at comprehensive on branding, brand loyalty, brand awareness, brand equity and brand perceptions, price sensitivity and willingness to pay.

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