Branding and Customer Relations

Research Paper
Pages 9 (2259 words)
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This survey research on the effect of branding on the purchasing decisions and subsequent customer loyalty for the product tries to find out how important is branding for customers in buying a product. Data have been collected using survey method. As many as 100 questionnaires have been given to customers, but only 60 customers responded completely and thus sample size for the study is fixed at 60.


The major findings of the study are given after each table.
Table No. 2 exhibits the age-wise distribution of sample respondents. It is clear from the table that all the three group has 20 respondents each. The reason why each group is made up of similar number is that it ensures any personal bias and prejudice.
This table exhibits the distribution of respondents on the basis of income level. It reveals that the maximum number of respondents falls in the high income group and low income group has the least number of respondents with 17 respondents.
The above table shows whether the respondents have brand loyalty or not. Of the total sample respondents, it is clear that, 55 percent has brand loyalty to certain products. In other words, majority of the respondents' buying decisions are influenced by their preference to certain brand which they have already bought.
This table exhibits the preference of respondents for brands in their buying decisions. It shows that 65 percent of the total respondents prefer brands as their choice and 20 percent do not support this tendency among buyers. It further states that maximum supporters fall in the age group of 18 to 25. Of the 20 respondents in the group, 11 are of the opinion that brands are important in buying decisions. ...
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