Brand Choice Behaviour of Consumers (A Perceptual Profile)

Abstract

Today Consumer Marketing seems to be most challenging and most exciting due to the cut throat competition involved in the business. Marketing decisions can be taken effectively only after having the knowledge of consumers because consumers are the social target in marketing. A good marketer should try to develop the product in such a way as to give maximum satisfaction or benefit to the consumer. In order to match the product with the market, there is a need to study the Brand Choice behaviour by doing a market research. By this research the tastes, preferences, likes and dislikes for the product need to be studied. Thus the study has been undertaken to get an insight into the consumer psyche and to know the reasons for their purchase decision. The Study is based on a sample of 100 respondents consisting of working women & housewives. Based on the literature, a well structured questionnaire has been framed. Weighted average and correlation analysis are carried out. Data are presented through diagrams and pie charts. The finding reveals that the most popular brand is Surf Excel and price, advertisement, brand awareness, length of usage and incentives/schemes on a brand are the other factors that affect the brand choice behavior of a consumer. However, our analysis shows that age, income level and education also have an effect on the brand choice of the consumer.