AN EMPIRICAL STUDY OF BRAND AWARENESS AND CONSUMER BRAND PREFERENCES IN THE TILE MARKET OF CHENNAI

            The research indicates that in Chennai, consumer choice of tile brands is shaped by various aspects like the quality of the product, the reputation of the brand, pricing, design, and customer happiness. The primary factor impacting buying choices is the quality of the product, as consumers desire long-lasting and dependable items. Brand reputation and appealing designs additionally boost consumer favor and confidence. Competitive pricing and successful marketing tactics also have a significant impact on purchasing behavior. The results underscore that customer contentment results in greater brand allegiance and favorable referrals. Hence, tile producers should concentrate on enhancing quality, introducing new ideas, and strategies centered on customers to achieve sustainable development.

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