A Study On Consumer Brand Preference With Special Reference To Nandhi Dhall Mills,Salem
|International Journal of Engineering Trends and Technology (IJETT)||
|© 2019 by IJETT Journal|
|Year of Publication : 2019|
|Authors : Dr.T.Vijayalakshmi , Ms.T.Padmasrimathi
|DOI : 10.14445/22315381/IJETT-V67I5P214|
MLA Style: Dr.T.Vijayalakshmi , Ms.T.Padmasrimathi "A Study On Consumer Brand Preference With Special Reference To Nandhi Dhall Mills,Salem" International Journal of Engineering Trends and Technology 67.5 (2019): 89-97.
APA Style: Dr.T.Vijayalakshmi , Ms.T.Padmasrimathi (2019). A Study On Consumer Brand Preference With Special Reference To Nandhi Dhall Mills,Salem International Journal of Engineering Trends and Technology, 67(5), 89-97.
Consumer brand preference is an essential step to understand shopper choice manners, and has therefore always received great attention from dall marketers. Preferences of the brand reveal the type of attributes a brand possesses, to strengthen its position and increase its market share. Moreover, it forms a critical input in developing a Nandhi dall successful brand approach, and gives insight intended for product progress. However, the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Experiential marketing also considers both, the rational and irrational assumptions of consumer conduct. The technological advancement helped increasing the similarities between the brands attributes and product commodification. Consequently, consumers cannot contour their preferences among brands using rational attributes only. They seek the brand that creates experience; conspiracy them in a senatorial, emotional, and creative way. The company competitiveness in such market has, therefore become increasingly difficult. Their survival requires building their competitive advantage by delivering memorable experiences, which would influence consumers’ brand preferences, and consequently stimulate consumers’ puchase decisions.
 Philip Kotler, “Marketing Management”, New Delhi, Prentice Hall of India (p) Ltd, 8th Edition 1994.
 Sherlekar S.A. “Marketing Management”, Bombay, Himalaya Publishing House, 4th Edition 1991.
 Dr. Sharma D.D. “Marketing Research”, New Delhi, sultanchand and Sons 1st Edition 1998.
 Dr. Nair Rajan and Nair Sanjith. R. “Marketing”, newdelhi, sultan chand and Sons, 8th Edition. 1993.
 Kothari C.R. “Research Methodology”, New Delhi, Wishwaprakasan.
 Marketing Management – 11th edition – Philip Kotler.
Brand, Nandhi Dhall ,Marketing ,Advertising