Determinants of consumer Preference towards Branded and Unbranded products

Determinants of consumer Preference towards Branded and Unbranded products

1. Ravi Teja

Student, Malla Reddy university, Hyderabad

ABSTRACT

Economic, liberations, globalization, trends in ICT, converting demographics, emergence of ladies’ energy, and rising middle elegance have brought about greater disposable earning in both urban and rural India. Spending patterns have modified from being frugal to indulgence. Discretionary incomes are going into televisions, wheelers, cars, mobiles, and so forth. The sale of branded products has increased significantly, where unbranded PCs are still found in many houses. While middle class consider the unbranded PC make suppliers as their friendly neighborhood. Who offered personalized support services.

People buy branded bath soaps; they do not mind buying local or unbranded soaps. This study-based research on field as well as desktop analysis of available literature was done on customer preference for brand and unbranded products. This study will also help in brand strategy and positioning in rural areas where there is a pronounced tilt toward local or unbranded products. The challenge before the manufacture is to check whether consumers purchase products or brands.

Keywords: Brand Equity, Brand Awareness, Brand Positioning, Brand Loyalty, Retail Market, Consumer Behavior.