final 4th sem report (2)

8/17/2019 Final 4th Sem Report (2)

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RESEARCH PROJECT REPORT

(NMBA 045)

ON

“A Study of Brand Consciousness of Apparels AmongCitizens of Bareilly City”

Submitted in Partial Ful illment !

Ma"ter ! Bu"ine"" Admini"trati!n (MBA)

Pr!#ramme$ %0&4 ' & !

r A P J Abdul *alam Te+,ni+al-ni.er"it/ 1u+2n!3

-nder t,e Su er.i"i!n ! Submitted B/

Mr. ANUBHAV SA !NA "U#$!!% S&N'H BHA(AU)&*A

)oll No +,-+, --+-

/aculty of Management Science

S,ri Ram Murti Smara2 C!lle#e ! En#ineerin# Te+,n!l!#/Bareill/

(C!lle#e C!de ' 0&4)

KULJEET SINGH BHADAURIYA Page 1


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S,ri Ram Murti Smara2 C!lle#e ! En#ineerin# Te+,n!l!#/Bareill/ (-6P6)

Fa+ult/ ! Mana#ement S+ien+e

Certificate

T,i" i" t! +erti / t,at Mr6 "U#$!!% S&N'H BHA(AU)&*A a "tudent

! MBA 78 Seme"ter ,a" +!m leted ,er Re"ear+, Pr!9e+t Re !rt titled

“A Study of Brand consciousness of apparels among citizens of

Bareilly city” a""i#ned b/ MBA e artment under m/ "u er.i"i!n6

7t i" urt,er +erti ied t,at ,e ,a" er"!nall/ re ared t,i" re !rt t,at i" t,e

re"ult ! ,i" er"!nal "ur.e/ : !b"er.ati!n6 7t i" ! t,e "tandard e; e+ted

t! MBA "tudent and ,en+e re+!mmended !r e.aluati!n6

0Mr. Anu12a3 sa4ena5

Asst. 6rofessor 0MBA (epartment5

Ab!.e "tatement i" end!r"ed6

0(r. Anant "umar Sri3asta3a5

6rofessor 7 Head 8 MBA (epartment



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(!C#A)A%&9N

T,i" i" t! de+lare t,at 7 "U#$!!% S&N'H BHA(AU)&*A "tudent ! M6B6A in

S2ri )am Murti Smara: College of !ngineering and %ec2nology; -6P6 ,a.e #i.en

!ri#inal data and in !rmati!n t! be"t ! m/ 2n!3led#e in t,e re !rt entitled “A Study

of Brand consciousness of apparels among citizens of Bareilly city” 7 urt,er "tate

t,at n! art ! t,i" in !rmati!n ,a" been u"ed !r an/ a""i#nment but !r artial

ul illment ! t,e re


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AC"N9


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! !CU%&V! SUMMA)*

=,ile t,e metr! +itie" 3ill +!ntinue ! ne3 mall" and branded ",!3r!!m" alm!"t &:>

! t,e t!tal #r!3t, 3ill be in t,e !r#ani?ed retail indu"tr/ be+au"e ! ne3

de.el! ment in t,e tier 77 and tier 777 +itie"6 T,ere !re "tand al!ne brand "t!re" 3ill

#i.e #reater em ,a"i" !n .i"ual di" la/" "ta trainin# and m!dern ambian+e at t,e

time ! t,eir entr/ int! e.en "maller t!3n" t,an metr!"6 A++!rdin# t! a #l!bal lu;ur/

brand "tud/ b/ nel"!n 7ndia i" a la+e at >rd !"iti!n a ter @ree+e and H!n# *!n# !r

brand +!n"+i!u"ne""6 T,i" m!.e t!3ard" brand i" n!t !nl/ in metr!" and bi# +itie" but

al"! in tier 77 and tier 777 in 7ndia6 Pr!! i" t,e in+rea"in# number ! brand ",!3r!!m"

and mall" in "mall t!3n"6 But t,i" m!.e i" be+au"e ! a+tual brand +!n"+i!u"ne"" !

+!n"umer" ! "mall +itie" !r t,e/ 9u"t 3ant t! en9!/ a ne3 e; erien+e ! ",! in# in

mall"6 T,i" re"ear+, 3!r2 i" an a r!a+, t! ind and anal/?e t,i" a+t ! in+rea"in#

brand +!n"+i!u"ne"" am!n# tier 777 +it/ li2e Bareill/6 T,e main !b9e+ti.e ! t,e a er

i" t! identi / and anal/?e t,e rea"!n be,ind ur+,a"e r!m mall" and branded

",!3r!!m" b/ +u"t!mer" ! tier 777 +itie"6



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C9N%!N%S

C2apter + 7ntr!du+ti!n ! t,e t! i+ 6age no.>?+@

C2apter S+! e Ob9e+ti.e(") ! t,e "tud/ 6age no.+ ?

C2apter Re"ear+, de"i#n 6age no.? >

C2apter , ata Anal/"i" 7nter retati!n 6age no.-?,-

C2apter @ Findin#" Re+!mmendati!n" 1imitati!n" 6age no.,+

Anne;ure

Bibli!#ra ,/



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#ist of %a1les

S.No. Name of %a1le 6age No.%a1leno.+

Situated at mall" ur+,a"ed /!ur branded a arel" b/male: emale6

%a1leno.

Situated at mall" ur+,a"ed /!ur branded a arel" b/!++u ati!n6

,

%a1leno.

Situated at mall" ur+,a"ed /!ur branded a arel" b/ in+!me6 @

%a1leno.,

Situated at main mar2et ur+,a"ed /!ur branded a arel" b/male: emale6

%a1leno.@

Situated at main mar2et ur+,a"ed /!ur branded a arel" b/

!++u ati!n6%a1leno.

Situated at main mar2et ur+,a"ed /!ur branded a arel" b/in+!me6

D



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CHA6%!) ?+

&N%)9(UC%&9N

Brand consciousness i" t,e e;tent t! 3,i+, a brand i" re+!#ni?ed b/ !tential

+u"t!mer" and i" +!rre+tl/ a""!+iated 3it, a arti+ular r!du+t 6 E; re""ed u"uall/ a" a

er+enta#e ! t,e tar#et mar2et brand +!n"+i!u"ne"" i" t,e rimar/ #!al !

ad.erti"in# in t,e earl/ m!nt," !r /ear" ! a r!du+t " in !rmati!n6

Brand +!n"+i!u"ne"" i" related t! t,e un+ti!n" ! brand identitie" in +!n"umer"

mem!r/ and +an be re le+ted b/ ,!3 3ell t,e +!n"umer" +an identi / t,e brand under

.ari!u" +!nditi!n"6 Brand +!n"+i!u"ne"" in+lude" brand re+!#niti!n and brand re+all

er !rman+e6 Brand re+!#niti!n re er" t! t,e abilit/ ! t,e +!n"umer" t! +!rre+tl/

di erentiate t,e brand t,e/ re.i!u"l/ ,a.e been e; !"ed t!6 T,i" d!e" n!t

ne+e""aril/ re


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Brand +!n"+i!u"ne"" la/" a ma9!r r!le in a +!n"umer " bu/in# de+i"i!n ma2in#

r!+e""6 urin# t,i" r!+e"" t,e +ate#!r/ need i" "timulated ir"t6 F!r e;am le /!u

need t! d! !!d ",! in#6 !u 3ill !nl/ 3rite d!3n t,e !!d +ate#!rie" li2e

+,!+!late in"tead ! brand name" !n /!ur li"t6 !u 3ill "+an t,e a+2a#e" !

+,!+!late !n t,e ",el and re+!#ni?e di erent brand"6 Su+, re+!#niti!n mi#,t be

ba"ed !n t,e 2n!3led#e ! an a+ la/er6 7P!d i" u"ed a"

a re la+eable n!un t! de"+ribe an m > la/er6 Finall/ ,i#, brand +!n"+i!u"ne"" ab!ut

a r!du+t "u##e"t" t,at t,e brand i" ea"il/ re+!#ni?able and a++e ted b/ t,e mar2et in

a 3a/ t,at t,e brand i" di erentiated r!m "imilar r!du+t" and !t,er +!m etit!r"6

Brand buildin# al"! ,el " in im r!.in# brand l!/alt/6

Measures of Brand ConsciousnessE ?

Aided Consciousness? T,i" t/ e ! +!n"+i!u"ne"" i" #enerated in a +!n"umer6 =,en

a"2ed ab!ut a r!du+t +ate#!r/ i t,e +!n"umer i" aided 3it, a li"t ! +!m an/ name"

and ,e re+!#ni?e" t,e +!m an/ r!m t,e #i.en "et it i" +ate#!ri?ed a" aided

+!n"+i!u"ne""6

Spontaneous consciousness =,en a"2ed ab!ut a r!du+t +ate#!r/ t,e +!n"umer"

are a"2ed t! li"t brand" t,e/ 2n!3 3it,!ut an/ +ue"6



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T! ! t,e mind C!n"+i!u"ne"" =,en t,e name ! t,e +!m an/ i" aut!mati+all/

re+!lle+ted be+au"e t,e +!n"umer .er/ r!m tl/ a""!+iate" t,e brand 3it, t,e r!du+t

+ate#!r/ it i" +alled a t! ! t,e mind +!n"+i!u"ne"" ! t,e r!du+t6 7t " t,e ir"t brand

name li"ted b/ t,e +!n"umer" 3,en a"2ed t! name brand" t,e/ 2n!3 3it,!ut an/

+ue"6



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C2annels of Brand Consciousness

T,ere are man/ 3a/" t! #enerate brand +!n"+i!u"ne"" in t,e +!n"umer"6 1i"ted bel!3

are !ur "u+, +,annel"

Ad3ertising i" t,e a+ti.it/ !r r! e""i!n ! r!du+in# in !rmati!n !r r!m!tin# t,e

"ale ! +!mmer+ial r!du+t" !r "er.i+e"6 Ad.erti"in# i" u"ed t,r!u#, .ari!u" media t!

#enerate brand +!n"+i!u"ne"" 3it,in +!n"umer"6 T,e/ +an be aired a" radi! ad"

tele.i"i!n +!mmer+ial" internet et+6

'uerrilla mar:eting +reati.e +am ai#n" all!3" e.er/ "mall irm t! +!m ete 3it,

bi##er irm" b/ +ar.in# !ut narr!3 but r! itable ni+,e"6 N!3ada/" bi# irm" al"!

u"e #uerrilla mar2etin# t! +at+, +!n"umer" attenti!n at l!3 +!"t6 T,e"e ta+ti+"in+lude e;treme " e+iali?ati!n aimin# e.er/ e !rt at a.!rabl/ im re""in# t,e

+u"t!mer" r!.idin# "er.i+e t,at #!e" be/!nd t,e +u"t!mer"G e; e+tati!n" a"t

re" !n"e time


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Scope and 91=ecti3e

=,ile t,e metr! +itie" 3ill +!ntinue ! ne3 mall" and branded ",!3r!!m"

alm!"t &:> ! t,e t!tal #r!3t, in t,e !r#ani?ed retail indu"tr/ 3ill be be+au"e !

ne3 de.el! ment in t,e tier 77 and tier 777 +itie"6 T,ere !re "tand al!ne brand

"t!re" 3ill #i.e #reater em ,a"i" !n .i"ual di" la/" "ta trainin# and m!dern

ambian+e at t,e time ! t,eir entr/ int! e.en "maller t!3n" t,an metr!"6

A++!rdin# t! a #l!bal lu;ur/ brand "tud/ b/ nel"!n 7ndia i" a la+e at >rd

!"iti!n a ter @ree+e and H!n# *!n# !r brand +!n"+i!u"ne""6 T,i" m!.e

t!3ard" brand i" n!t !nl/ in metr!" and bi# +itie" but al"! in tier 77 and tier 777

in 7ndia6 Pr!! i" t,e in+rea"in# number ! "tand d!ne brand ",!3r!!m" and

mall" in "mall t!3n"6 But t,i" m!.e i" be+au"e ! a+tual brand +!n"+i!u"ne"" !

+!n"umer" ! "mall +itie" !r t,e/ 9u"t 3ant t! en9!/ a ne3 e; erien+e !

",! in# in mall"6 T,i" re"ear+, 3!r2 i" an a r!a+, t! ind and anal/?e t,i"

a+t ! in+rea"in# brand +!n"+i!u"ne"" am!n# tier 777 +it/ li2e Bareill/6 T,e

main !b9e+ti.e ! t,e a er i" t! identi / and anal/?e t,e rea"!n be,ind

ur+,a"e r!m mall" and branded ",!3r!!m" b/ +u"t!mer" ! tier 777 +itie"6

%2e o1=ecti3es of t2is study can 1e demonstrated as folloFsE

+. %o find and analyze increasing 1rand consciousness among tier &&& city

. &dentify and analyze t2e reason 1e2ind purc2ase from malls and 1randed

s2oFroom 1y customers of tier &&& city.



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CHA6%!)?

SC96! 9/ %H! S%U(*

B!t, +!n"umer and B%B +!m anie" tra+2 brand +!n"+i!u"ne"" and er+e ti!n" t!

in !rm de+i"i!n" "u+, a" t,e !ll!3in#$

H!3 mu+, t! in.e"t in brand buildin# a+ti.itie"6

=,at mi; ! media !r +,annel" t! in.e"t in (3,at rati! ! rint tele.i"i!n radi!

7nternet et+6)6

=,i+, ad +am ai#n" t! +!ntinue !r retireI

H!3 t! ad9u"t brand buildin# in.e"tment" b/ #e!#ra ,/6

H!3 t! de l!/ "ale" re"!ur+e" t! build !r le.era#e brand +!n"+i!u"ne""6

T/ i+all/ brand +!n"+i!u"ne"" re"ear+, i" n!t "!met,in# /!u d! 9u"t !n+e6 !u

u"uall/ d! it a" a tra+2er (


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7n t,e"e "tudie" /!u mea"ure m!re t,an brand +!n"+i!u"ne""6 -"uall/ /!u re al"!

mea"urin# 2e/ brand er+e ti!n"6 T,i" in.!l.e" #at,erin# unaided and aided

er+e ti!n" ! /!ur brand (3,et,er a +!m an/ le.el !r r!du+t le.el brand)6 O ten

er+e ti!n" ! 2e/ +!m etit!r" are al"! #at,ered "! t,at /!u 2n!3 ,!3 +!n"+i!u"ne""

and er+e ti!n" ! /!ur brand +!m are6

=,/ i" t,at u"e ulI 1et " "a/ /!u learn t,at 0 er+ent ! /!ur tar#et mar2et er+ei.e"

/!ur brand a" "!+iall/ re" !n"ible6 !u mi#,t t,in2 t,at " n!t bad6 But 3,at i 5

er+ent ! t,em t,in2 /!ur t,ree bi##e"t +!m etit!r" areI 7n t,at +!nte;t t,at 0

er+ent i#ure d!e"n t l!!2 "! #reat6 C!m etiti.e data #i.e /!u a m!re a+ti!nable

er" e+ti.e6

#iterature )e3ieF

%2e Brand

T!da/ t,e rimar/ +a ital ! man/ bu"ine""e" i" t,eir brand"6 F!r de+ade" t,e .alue !

a +!m an/ 3a" mea"ured in term" ! it" real e"tate t,en tan#ible a""et" lant" and

e


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+,ara+ter" $ +reatin# a brand re& /ear mar2etin# +areer 3it, P,ili " and re" !n"ible !r it" brand "u++e"" ,a" t!

"a/ D7n t,e & 0 " r!du+t" 3ere made r!m t,e manu a+turin# rat,er t,an t,e

+u"t!mer !int ! .ie36 But 3it, t,e !+u" ",i tin# t! t,e +!n"umer mar2etin# ,a"

a""umed a mu+, lar#er r!le 6 Si#ni i+ant arameter" in brand buildin# literature ,a.e

e; erien+ed a dramati+ ",i t in t,e la"t de+ade6 Brandin# and t,e r!le ! brand" a"

traditi!nall/ under"t!!d ,a.e been "ub9e+t t! +!n"tant re.ie3 and rede initi!n6 A

traditi!nal de initi!n ! a t/ i+al brand 3a"$ Dt,e name a""!+iated 3it, !ne !r m!re

item" in t,e r!du+t line 3,i+, i" u"ed t! identi / t,e "!ur+e ! +,ara+ter ! t,e

item(") (*!tler %000)6 T,e Ameri+an Mar2etin# A""!+iati!n " (AMA) de initi!n ! a



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brand i" Da name term "i#n "/mb!l !r de"i#n !r a +!mbinati!n ! t,em intended t!

identi / t,e #!!d" and "er.i+e" ! !ne "eller !r #r!u ! "eller" and t! di erentiate

t,em r!m t,!"e ! +!m etit!r" 6 =it,in t,i" .ie3 3,ene.er a mar2eter +reate" a

ne3 name l!#! !r "/mb!l !r a ne3 r!du+t ,e !r ",e ,a" +reated a brand (*eller

%00>)6 He re+!#ni?e" ,!3e.er t,at brand" t!da/ are mu+, m!re t,an t,at6 A" +an be

"een a++!rdin# t! t,e"e de initi!n" brand" ,ad a "im le and +lear un+ti!n a"

identi ier"6 Be !re t,e ",i t in !+u" t!3ard" brand" and t,e brand buildin# r!+e""

brand" 3ere 9u"t an!t,er "te in t,e 3,!le r!+e"" ! mar2etin# t! "ell r!du+t"6 F!r a

l!n# time t,e brand ,a" been treated in an ! ,and a",i!n a" a art ! t,e r!du+t

(-rde & )6 Brandin# i" a ma9!r i""ue in r!du+t "trate#/ (*!tler %000)6 A" t,e

brand 3a" !nl/ art ! t,e r!du+t t,e +!mmuni+ati!n "trate#/ 3!r2ed t!3ard"

e; !"in# t,e brand and +reatin# a brand ima#e6 =it,in t,e traditi!nal brandin# m!del

t,e #!al 3a" t! build a brand ima#e (Aa2er and J!a+,im"t,aler %000) a ta+ti+al

element t,at dri.e" ",!rt term re"ult"6 7t i" menti!ned t,at t,e brand i" a "i#n'

t,ere !re e;ternal 3,!"e un+ti!n i" t! di"+l!"e t,e ,idden


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dimen"i!n" Ddi"tin#ui", a brand r!m it" unbranded +!mm!dit/ +!unter art and #i.e"

it e)6 A "tr!n#

brand r!.ide" +!n"umer" multi le a++e"" !int" t!3ard" t,e brand b/ attra+tin# t,em

t,r!u#, b!t, un+ti!nal and em!ti!nal attribute" (*eller %00>)6 T,e tan#ible

dimen"i!n" t,at a brand +reate" are r!du+t inn!.ati!n" ,i#,


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brand t,e/ al"! bene it r!m t,e em!ti!nal a" e+t"6 A "tr!n# brand mi;e" and blend"

t,e r!du+t er !rman+e and ima#er/ t! +reate a ri+, dee and +!m lementar/ "et !

+!n"umer re" !n"e" t!3ard" t,e brand ( amardin! and @!!d ell!3 %00 )6 Hen+e

+!n"umer" are attra+ted t! m!re dimen"i!n" ! a brand and 3ill be m!re li2el/ t!

e e+ti.el/ b!nd 3it, t,e brand6 C!n"umer" al"! u"e t,e brand a" a mean" ! "el

ima#e re le+ti!n "/mb!li+ "tatu" and an an+,!r in t,i" !re.er +,an#in# 3!rld6

Finall/ a brand "m!!t,e" +!n"umer" +!mmuni+ati!n r!+e"" t! !t,er" and enri+,

t,eir e.er/da/ li.e" (H!lt %004 *eller %00> F!urnier & K)6 7n term" ! t,e

brandin# bene it" t! intermediarie" "u+, a" retailer" and 3,!le"aler" a "tr!n# brand

3it, ,i#, brand re+!#niti!n and brand +!n"+i!u"ne"" " eed" u t,e "t!+2 turn!.er

rate l!3er" t,e "ellin# +!"t and lead" t! ,i#,er "ale"6 C!n"umer" 3ill al"! be m!re

in+lined t! (re) ur+,a"e in t,eir "t!re" and " read 3!rd ! m!ut, t! !t,er"6 T,e"e in

turn a+ilitate t,e in"t!re a+ti.itie" related t! t,e "ellin# ! t,e r!du+t" 3it, t,e brand6

On t,e !t,er ,and a "tr!n# brand al"! im lie" t,at t,e manu a+turer "u l/in# t,e

r!du+t" 3ill be m!re +!mmitted t! t,e in "t!re r!m!ti!n" (=eb"ter %000)6 F!r

manu a+turer" a "tr!n# brand i" a .aluable a""et t! t,e +!m an/6 A 3ell re+!#ni?ed

brand "er.e" a" a "i#nal and it in+rea"e" t,e li2eli,!!d !r +!n"umer" t! la+e t,e

r!du+t in t,eir +!n"iderati!n !r +,!i+e "et (S3ait and Erdem %004)6 Manu a+turer"

3ill al"! 3in a re utable name t,r!u#, +!n"umer" !"iti.e attitude" and e.aluati!n

t!3ard" t,e brand6 A" di"+u""ed re.i!u"l/ manu a+turer" 3it, "tr!n# brand" are

m!re +!mmitted t! t,eir retailer" and t,e retailer" 3ill in return in.e"t m!re e !rt

and re"!ur+e in maintainin# t,e relati!n",i 6 T,ere !re a "tr!n# brand lead" t! mutual

tru"t and +!mmitment and !"ter" t,e manu a+turer retailer relati!n",i (M!r#an and

Hunt & 4)6 S!metime" t,e manu a+turer" ma/ e.en #ain #reater bar#ainin# !3er

!.er t,eir retailer" and are re"ented 3it, m!re di"tributi!n +,annel" (Pel"ma+2er et



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al6 %004)6 Furt,erm!re a ri+e remium +an be im !"ed !n a "tr!n# brand be+au"e !

t,e brand " er+ei.ed ,i#,er )6 A

uni)6 T,i" entr/ barrier +an al"! be e"tabli",ed t,r!u#,

+!n"umer " re ur+,a"e be,a.i!r be+au"e it en,an+e" t,e "ale" !re+a"t redi+tabilit/

and "e+ure" t,e demand (*eller %00>)6 M!re!.er be+au"e ! t,e"e l!/al +u"t!mer"

(i6e6 im l/in# ,i#,er +u"t!mer retenti!n rate) a +!m an/ 3ill ind it ea"ier t! e;tend

it" brand and l!3er it" mar2etin# +!"t"6 Se.eral "tudie" ,a.e r!.ed t,at a ,i#,er

+u"t!mer retenti!n rate 3ill en,an+e a irm " inan+ial er !rman+e and lead t! a

,i#,er ",are,!lder .alue (Sri.a"ta.a et al6 & K Ander"!n et al6 %004)6 A "tr!n#

brand al"! a e+t" a +!m an/ " inan+ial b!tt!m line dire+tl/ in +a"e ! a mer#er !r

a+)6

T,i" "tatement i" "u !rted b/ (Pennin#t!n and Ball %00 ) t,e/ de ine brandin# a"

Dt,e r!+e"" in 3,i+, a +u"t!mer !r +u"t!mer" de ine label and "ee2 t! ur+,a"e a

"ub"et ! an !t,er3i"e undi erentiated !r unbranded r!du+t 6 On t,e "ur a+e it

a ear" t,at it i" u t! t,e +!n"umer" t! determine a brand " "tren#t, but in a+t it i"

t,e brandin# r!+e"" t,at +reate" a uni


24/53

",i t t,e l!+u" ! t,e +!n"umer relati!n",i r!m r!du+t brand" t!3ard a tru"ted and

+redible umbrella brand and urt,er m!.e t,e im lementati!n ! ta+ti+al a+ti.itie"

3it, tar#eted +!n"umer" !r "e#ment" rat,er t,an at t,e brand le.el6

Customer Centric Branding

Brand .alue" mu"t be +al+ulated !n an indi.idual +u"t!mer ba"i" and "e#ment

" e+i i+ brand" need t! be de.el! ed6 T,ere i" a ",i t in !+u" r!m traditi!nal r!du+t

brand !r#ani?ati!n" t! +u"t!mer "e#ment !+u"ed !r#ani?ati!n"6 Brand e; erien+e i"

inall/ t,e a##re#ate ! +!n"umer er+e ti!n" t,at +!me r!m intera+tin# 3it, a

brand6 A "u++e"" ul brand e; erien+e i" t,e r!+e"" ! e; !"in# +!n"umer" t! t,e

.ari!u" attribute" a""!+iated 3it, a arti+ular brand and +reate" an en.ir!nment in

3,i+, t,e +!n"umer 3ill be "urr!unded b/ t,e !"iti.e element" atta+,ed t! t,e brand6

A "u++e"" ul brand e; erien+e +an ! erate !n multi le le.el" in+ludin# addin# a ne3

+!mmuni+ati!n +,annel t! rea+, t,e +!n"umer addin# a "er.i+e element t! t,e

r!du+t t,at e;tend" a "tr!n#er ! er and e;tendin# t,e brand a+r!"" "eemin#l/

unrelated r!du+t" and "er.i+e"6 T,e !.erall brand e; erien+e re re"ent" a 3a/ t!

brin# t,e +!n"umer t! t,e brand and e"tabli", a +l!"e relati!n",i 6 A brand mean"

mu+, m!re e.en t,an it" r!du+t and "er.i+e eature"6 Brand" are built r!m n!t,in#

le"" t,an t,e "um ! a +u"t!mer " e; erien+e" 3it, a r!du+t "er.i+e !r +!m an/6

Cu"t!mer" t!tal brand e; erien+e determine" 3,et,er a +u"t!mer bu/" an/t,in# m!re

r!m t,e +!m an/ and 9u"t a" im !rtantl/ 3,et,er t,e +u"t!mer " read" a3e"!me !r

a3 ul 3!rd ! m!ut, t! riend" and amil/6 7n e e+t t,e brand e; erien+e m!.e" a

+!n"umer u t,e ladder ! l!/alt/ r!m a mere +!n"umer t! a brand e.an#eli"t6

T,e balan+e bet3een e; e+tati!n and e; erien+e i" 3,/ 7 t,in2 ! a brand a" a

r!mi"e and t,e +u"t!mer e; erien+e a" t,e ul illment ! t,at r!mi"e6 N! d!ubt a

+u"t!mer e; erien+e t,at .eer" 3ildl/ r!m it" brand r!mi"e 3ill er!de t,e belie in



25/53

t,at brand r!mi"e rett/


26/53

. Customer !4perienceE Mar2eter" mu"t !+u" !n r!du+t D3!3 in deli.erin# a

D3!3 +u"t!mer e; erien+e t,at e;+eed" e; e+tati!n"6 T,ree +riti+al +u"t!mer

e; erien+e" re)6 A

re.ie3 ! re.i!u" literature in t,e d!main re.eal" t,at b!t, a+ademi+" and

ra+titi!ner" are la+in# in+rea"ed im !rtan+e !n t,e i""ue ! brand identit/6 F!r a

.ariet/ ! rea"!n" b!t, a+ademi+ and bu"ine"" intere"t" in brand identit/ ,a.e

in+rea"ed "i#ni i+antl/ in re+ent /ear"6 Or#ani?ati!n" ,a.e reali?ed t,at a "tr!n#

identit/ +an ,el t,em ali#n 3it, t,e mar2et la+e attra+t in.e"tment m!ti.ate

em l!/ee" and "er.e a" a mean" t! better di erentiate and !"iti!n t,eir r!du+t" and

"er.i+e" in t,e mind" ! t,e +!n"umer"6 T,u" man/ !r#ani?ati!n" are "tri.in# t!

de.el! a di"tin+t and re+!#ni?able +!r !rate brand identit/6 Brand identit/ i" ba"ed

!n a t,!r!u#, under"tandin# ! t,e irm " +u"t!mer" +!m etit!r" and bu"ine""

en.ir!nment6 T,e Brand identit/ need" t! re le+t t,e bu"ine"" "trate#/ and t,e irm "

3illin#ne"" t! in.e"t in t,e r!#ram" needed !r t,e brand t! li.e u t! it" r!mi"e t!



27/53

+u"t!mer" (Aa2er and J!a+,im"t,aler %000)6 Str!n# brand" en9!/ +u"t!mer l!/alt/

and a !tential t! +,ar#e remium ri+e" and +!n"iderable brand !3er t! "u !rt

ne3 r!du+t and "er.i+e laun+,e"6 C!m anie" need t! ,a.e a t,!r!u#, under"tandin#

! t,e +u"t!mer belie " be,a.i!r" r!du+t !r "er.i+e attribute" and +!m etit!r"6

6



28/53

CHA6%!)

)!S!A)CH (!S&'NT,e re"ear+, met,!d!l!#/ n!t !nl/ t,e re"ear+, met,!d" are but al"! +!n"ider t,e

l!#i+ be,ind t,e met,!d"6 T,e/ are in t,e +!nte"t ! !ur re"ear+, "tudied6

And e; lain 3,/ 3e are u"in# a arti+ular met,!d !r te+,ni


29/53

%2e sample size

A "am le "i?e ! &00 +u"t!mer" 3a" ta2en !r t,e anal/"i" art6 ue"ti!nnaire

+!ntainin#


30/53

in.e"ti#ati!n6 T,e


31/53

CHA6%!) ,

(A%A ANA#*S&S 7

&N%)!6)!%A%&9N

ata anal/"i" i" a r!+e"" ! #at,erin# m!delin# and tran" !rmin# data 3it, t,e

#!al ! ,i#,li#,tin# u"e ul in !rmati!n "u##e"tin# +!n+lu"i!n and "u !rtin#

de+i"i!n ma2in#6 ata anal/"i" ,a" multi le a+et" and a r!a+,e"

en+!m a""in# di.er"e te+,ni


32/53

➢ Pie +,art

➢ Bar +,art

➢ Hi"t!#ram

➢ 1ine +,art



33/53

T,e re"ear+, ba"ed 3ill be e"+ri ti.e Re"ear+,6

T !e "# $a%a

&6 Primar/ data

%6 Se+!ndar/ data

6rimary data

T,e rimar/ !r t,e ir"t ,and data ,a" been +!lle+ted 3it, t,e ,el ! ,andin#

!ut t,e


34/53

,.+ U!S%&9NS 7 &N%!)6)!%A%&9N

+. situated at Malls purc2ase your 1randed apparels 1y Male I /emale.

S.No

'ender

Hig2lyConsciousness

Consciousness

NotConsciousness

#eastConsciousness

& Male % 5 & 0% Female & & 0 0

0

10

20

30

40

50

60

27

56

1

0

1 1

0 0

&a'e

(e)a'e

&nterpretationE

7 t!!2 t,e "am le "i?e ! K !ut ! K K4 are male" and % are emale" % male" are ,i#,l/ +!n"+i!u"ne"" and & emale i" ,i#,l/ +!n"+i!u"ne""6 5 male" are +!n"+i!u"ne"" and & emale i" +!n"+i!u"ne""6 & male i" n!t +!n"+i!u"ne"" and 0 emale" i" n!t +!n"+i!u"ne""6 0 male i" lea"t +!n"+i!u"ne"" 0 emale" i" n!t +!n"+i!u"ne""6



35/53

? situated at Malls purc2ase your 1randed apparels 1y 9ccupation.

S.No 9ccupation

Hig2lyConsciousness Consciousness

NotConsciousness

#eastConsciousness

& Ser.i+eman &0 %0 & 0

%Bu"ine"" man: "el

Em l!/ed &K 0 0> Student & 0 04 H!u"e =i e 0 0 0 0

02468

101214161820

Se*+,-e)a.

B/ ,.e )a. e'#E)!'" e$S%/$e.%H"/ e ,#e

&nterpretationE

7 t!!2 t,e "am le "i?e ! K and +,e+2in# t,e +!n"umer:+u"t!mer ur+,a"e !

branded a arel" ",!3r!!m" "ituated at Mall" a++!rdin# t! t,eir !++u ati!n6 7n "er.i+e man &0 +!n"umer":+u"t!mer" are ,i#,l/ +!n"+i!u"ne"" %0 are

+!n"+i!u"ne"" & i" n!t +!n"+i!u"ne"" and 0 i" lea"t +!n"+i!u"ne""6 7n Bu"ine"" man: "el em l!/ed are ,i#,l/ +!n"+i!u"ne"" &K are

+!n"+i!u"ne"" 0 i" n!t +!n"+i!u"ne"" and 0 i" lea"t +!n"+i!u"ne""67n Student" are ,i#,l/ +!n"+i!u"ne"" & are +!n"+i!u"ne"" 0 i" n!t

+!n"+i!u"ne"" and 0 i" lea"t +!n"+i!u"ne""6•



36/53


37/53

• Cu"t!mer": +!n"umer" 3,!"e in+!me i" m!re t,an 45 00& 5 e! le are ,i#,l/+!n"+i!u"ne"" > are +!n"+i!u"ne"" 0 i" n!t +!n"+i!u"ne"" and 0 i" lea"t+!n"+i!u"ne""6

?, Situated at Main mar:et purc2ase your 1randed apparels 1y MaleI/emale.

S6 N! @ender Hi#,l/

C!n"+i!u"ne""C!n"+i!u"ne"

" N!t

C!n"+i!u"ne""1ea"t

C!n"+i!u"ne""& Male % &% 45 0% Female 0 & & 0

05

1015202530354045

&a'e(e)a'e

&nterpretationE

7 t!!2 t,e "am le "i?e ! K and +,e+2in# t,e +u"t!mer": +!n"umer" ur+,a"e! branded a arel" ",!3r!!m" "ituated at Main Mar2et a++!rdin# t! t,eir

@ender6 % male" are ,i#,l/ +!n"+i!u"ne"" &% are +!n"+i!u"ne"" 45 are n!t

+!n"+i!u"ne"" and 0 i" lea"t +!n"+i!u"ne""6 0 emale i" ,i#,l/ +!n"+i!u"ne"" & i" +!n"+i!u"ne"" & i" n!t +!n"+i!u"ne""

and 0 i" lea"t +!n"+i!u"ne""6



38/53



39/53

?@ Situated at Main mar:et purc2ase your 1randed apparels 1y 9ccupation.

S.No 9ccupation

Hig2lyConsciousness

Consciousness

NotConsciousnes

s

#eastConsciousnes

s& Ser.i+eman &> 0

%Bu"ine"" man: "el

Em l!/ed &% & &4 0> Student 5 4 & 04 H!u"e =i e 0 0 0 0

02468

10121416

1820

Se*+,-e)a.B/ ,.e )a. e'#E)!'" e$S%/$e.%H"/ e ,#e

&nterpretationE

7 t!!2 t,e "am le "i?e ! K and +,e+2in# t,e +u"t!mer": +!n"umer" ur+,a"e

! branded a arel" ",!3r!!m" "ituated at Main Mar2et a++!rdin# t! t,eir

O++u ati!n6 "er.i+emen are ,i#,l/ +!n"+i!u"ne"" are +!n"+i!u"ne"" &> are n!t

+!n"+i!u"ne"" and 0 i" lea"t +!n"+i!u"ne""6 &% bu"ine"" man:"el em l!/ed are ,i#,l/ +!n"+i!u"ne"" & i" +!n"+i!u"ne""

&4 are n!t +!n"+i!u"ne"" and 0 i" lea"t +!n"+i!u"ne""6

5 "tudent" are ,i#,l/ +!n"+i!u"ne"" 4 are +!n"+i!u"ne"" & are+!n"+i!u"ne"" and 0 i" lea"t +!n"+i!u"ne""



40/53

? Situated at Main mar:et purc2ase your 1randed apparels 1y &ncome.

S. No &ncomeHig2ly

Consciousness Consciousness

NotConsciousnes

s#east

Consciousness& le"" t,an &5 000 % %4 0 0% &5 00& >0 000 &> &K & 0> >0 00& 45 00& K &% 0 04 M!re t,an 45 000 5 > 0 0

0

5

10

15

20

25

'e % a. 15 00015 001 30 000

30 001 45 001&"*e % a. 45 000

&nterpretationE

7 t!!2 t,e "am le "i?e ! K and +,e+2in# t,e +u"t!mer": +!n"umer" ur+,a"e

! branded a arel" ",!3r!!m" "ituated at Main Mar2et a++!rdin# t! t,eir

7n+!me6

• Cu"t!mer":+!n"umer" 3,!"e in+!me i" le"" t,an &5 000 % e! le are ,i#,l/+!n"+i!u"ne"" %4 are +!n"+i!u"ne"" 0 i" n!t +!n"+i!u"ne"" and 0 i" lea"t+!n"+i!u"ne""6

• Cu"t!mer": +!n"umer" 3,!"e in+!me i" &5 00& >0 000 &> e! le are ,i#,l/+!n"+i!u"ne"" &K are +!n"+i!u"ne"" & i" n!t +!n"+i!u"ne"" and 0 i" lea"t+!n"+i!u"ne""6



41/53

• Cu"t!mer": +!n"umer" 3,!"e in+!me i" >0 00& 45 00& K e! le are ,i#,l/+!n"+i!u"ne"" &% are +!n"+i!u"ne"" 0 i" lea"t +!n"+i!u"ne"" and 0 i" lea"t+!n"+i!u"ne""6

• Cu"t!mer": +!n"umer" 3,!"e in+!me i" m!re t,an 45 00& 5 are ,i#,l/

+!n"+i!u"ne"" > are +!n"+i!u"ne"" 0 i" n!t +!n"+i!u"ne"" and 0 i" lea"t+!n"+i!u"ne""6



42/53


43/53

%) A" 7 m!.e urt,er 7 !und t,at in term ! !++u ati!n 3,ere 7 t!!2 t,e 4

arameter arameter are a" !ll!3" "er.i+emen bu"ine""man:"el

em l!/ed "tudent" and ,!u"e 3i e6 7n "er.i+emen &0 e! le are ,i#,l/

+!n"+i!u"ne"" %0 are +!n"+i!u"ne"" & i" n!t +!n"+i!u"ne""6 7n

bu"ine""man:"el em l!/ed 3e !und t,at e! le are ,i#,l/

+!n"+i!u"ne"" and &K are +!n"+i!u"ne""6 7n "tudent" 3e !und t,at

are ,i#,l/ +!n"+i!u"ne"" and & are 9u"t +!n"+i!u"ne""6

>) Fr!m t,e mall" t,e la"t 0 000 in+!me e! le >0 00& 45 000 in+!me #r!u e! le m!re

t,an 45 00& in+!me #r!u e! le6 =e !und t,at e! le 3,! bel!n#" t! le""t,an &5 000 in+!me #r!u t,e t!tal number 3a" % !ut ! 3,i+, % are

,i#,l/ +!n"+i!u"ne"" and %4 are 9u"t +!n"+i!u"ne""6 Pe! le 3,! bel!n# t!

in+!me #r!u ! &5 00& >0 000 t,e t!tal number 3a" >% !ut ! 3,i+, &>

are ,i#,l/ +!n"+i!u"ne"" and re"t &K i" +!n"+i!u"ne""6 Pe! le 3,! bel!n#"

t! >0 00& 45 000 t,e t!tal number 3a" %0 !ut ! 3,i+, 5 are ,i#,l/

+!n"+i!u"ne"" and re"t > are 9u"t +!n"+i!u"ne""6

4) M/ ne;t "te " 3a" t! +,e+2 t,e number ! ur+,a"in# been #!in# !n b/ t,e

e! le in t,e main mar2et" a#ain in t,i" al"! 7 t!!2 t,e #ender !++u ati!n

and in+!me in mind and m/ re"ear+, ba"ed !n t,e"e t,ree a+t!r"6



44/53

5) Here al"! 3e !und t,at male" are m!re +!n"+i!u"ne"" t,an emale" li.in#

in Bareill/ re#i!n male" d! t,e ur+,a"in# m!re r!m t,e main mar2et" a"

+!m ari"!n t! emale" in Bareill/6

) 7n main mar2et 3e !und t,at t!tal number" ! male" 3ere K4 and % 3ere

emale" !ut ! K4 male" % are ,i#,l/ +!n"+i!u"ne"" &> are +!n"+i!u"ne""

and 45 are n!t +!n"+i!u"ne""6 And r!m t,e emale" !ut ! % & i"

+!n"+i!u"ne"" and & i" n!t +!n"+i!u"ne""6

) Ne;t re"ear+, 3a" d!ne b/ 2ee in# t,e !++u ati!n in mind and t,e

arameter" ! t,e !++u ati!n are a" !ll!3"$ "er.i+eman bu"ine""man:"el

em l!/ed "tudent" ,!u"e 3i e6 7n t,i" 3e 3ere +,e+2in# 3,at number !

e! le r!m 3,at !++u ati!n +la"" .i"it" m!re !r a arel" ur+,a"e r!mt,e main mar2et"6 =e "a3 t,at A +la"" t,at i" "er.i+eman +la"" t,e t!tal 3a"

>& and !ut ! 3,i+, are ,i#,l/ +!n"+i!u"ne"" are +!n"+i!u"ne"" and

&> are n!t +!n"+i!u"ne""6 T,e ne;t i" B +la"" t,at i" bu"ine""man:"el

em l!/ed +la"" t,e t!tal number 3a" % !ut ! 3,i+, &% are ,i#,l/

+!n"+i!u"ne"" & i" +!n"+i!u"ne"" and &4 are n!t +!n"+i!u"ne""6 A ter B t,e

ne;t +la"" i" C 3,i+, bel!n#" t! "tudent" t,e t!tal number 3a" %K !ut !

3,i+, 5 are ,i#,l/ +!n"+i!u"ne""e" 4 are +!n"+i!u"ne"" and & are n!t

+!n"+i!u"ne""6

K) T,e ne;t re"ear+, i" ba"ed !n in+!me #r!u ,ere al"! 3e +,e+2in# 3,i+,



45/53

in+!me #r!u d!e" t,e m!re ur+,a"in# r!m main mar2et6 Here al"! 3e

t!!2 t,e !ur arameter A B C 6 A bel!n#" t! le"" t,an &5 000 in+!me

#r!u B bel!n#" t! &5 00& >0 000 in+!me #r!u C bel!n#" t! >0 00&

45000 in+!me #r!u bel!n#" t! m!re t,an 45 00& #r!u 6 Fr!m t,e #r!u

A t!tal number 3a" % !ut ! 3,i+, are ,i#,l/ +!n"+i!u"ne""e" % are

+!n"+i!u"ne"" and & are n!t +!n"+i!u"ne""6 Fr!m t,e #r!u B t,e t!tal

number 3a" >% !ut ! 3,i+, &0 are ,i#,l/ +!n"+i!u"ne"" are

+!n"+i!u"ne"" and &5 are n!t +!n"+i!u"ne""6

Fr!m t,e C #r!u t,e t!tal number 3a" %0 !ut ! 3,i+, are ,i#,l/

+!n"+i!u"ne""e" 4 are +!n"+i!u"ne"" and &0 are n!t +!n"+i!u"ne""6 Fr!m t,e

#r!u t,e t!tal 3a" K !ut ! 3,i+, > are ,i#,l/ +!n"+i!u"ne"" & i"

+!n"+i!u"ne"" and 4 are n!t +!n"+i!u"ne""6

#imitations

T,i" re"ear+, mi#,t ,a.e "!me min!r limitati!n" be+au"e ! limited "am le

"i?e and t,e en.ir!nment in 3,i+, data 3a" +!lle+ted6 T,e data anal/"i" and

indin#" are ba"ed !n t,e 2n!3led#e and e; erien+e ! t,e re" !ndent"6 7t i"

a""umed t,at at t,e time ! underta2in# "ur.e/ t,e be"t a.ailable re" !ndent

#r!u 3a" +,!"en and t,e re" !n"e" #i.en b/ ea+, !ne ! t,em 3a" #enuine6 7

t,e re" !ndent" re" !nded t! t,e


46/53

!r adee$ "! +, ,% a.$ #*") = e*e % e !/*- a e % e,*

;*a.$e$ a!!a*e' #*") % e )a,. )a*?e% "* )a'' @ T e e

.$,.g a*e ,g., -a.% ,. % e a !e-% % a% ,% "= =

-/ %")e* ;e a+e ,. a -e*%a,. =a %"=a*$ !/*- a ,.g % e,*

;*a.$e$ a!!a*e' @ I% a' " "= ")e )a


47/53



48/53

)!C9MM!N(A%&9NS

Mar2eter" ",!uld "tud/ t,e r!le ! "tudent" bu/in# be,a.i!r and t,e/ ",!uld

under"tand t,e im !rtan+e ! !++u ati!n +la"" and in+!me +la"" and t,eir

edu+ati!n t!! #ender t!! la/ an im !rtant r!le in t,e bu/in# !r ur+,a"in#

be,a.i!r mar2eter" and retailer" ",!uld d! t,e dee "tud/ and under"tandin#

ab!ut t,e"e a+t!r" b/ d!in# t,e e e+ti.e "tud/ and anal/"i" mar2eter" and

retailer" +an #ain t,e +!m etiti.e ad.anta#e and +an "ur.i.e in t,e mar2et !r

la"t l!n#in#6 T,e/ +an enetrate t,e mind ! t,e +!n"umer and +u"t!mer" b/

di erent ad.erti"ement" ",!uld l!at !n t,e .ari!u" media li2e tele.i"i!n"

radi! ne3" a er et+6 ,!3 t,e/ +!mmuni+ate 3it, !t,er" t,at "!met,in# .er/

im !rtant6 7n a in+rea"in# +!m etiti.e mar2et retenti!n ! +u"t!mer +an !nl/

!""ible t,r!u#, r!.idin# better "er.i+e mar2eter" re


49/53

ANN! U)!

uestionnaireRe" !ndent Name

Plea"e #i.e t,e !ll!3in# in !rmati!n6

i) A#e (in /ear")$ 66

ii) @ender$ a) male 6 b) emale 6

iii) O++u ati!n$ a)"er.i+eman 6 b)bu"ine""man:"el em l!/ed 6

+)"tudent 6 d),!u"e 3i e 6 e)!t,er( lea"e)6666666666

i.) Cit / /!u bel!n# t!$ 66

.) Hi#,e"t edu+ati!n$ 66

.i) M!nt,l/ in+!me (in R"6)$ a)le"" t,an &5 00066666 b) &5 00&>0 000 66

+) >0 00& 45 00& d) M!re t,an45 000

"&6 Fr!m 3,ere /!u made /!ur ur+,a"e ! A arel" m!"t ! t,e timeI

a) -n!r#ani?ed ",! " : n!n branded !r l!+al ",!3r!!m"

b) Or#ani?ed ",! " : branded ",!3r!!m"

&f unorganized please ansFer s. No. 7 only?

"%6 =,/ /!u re er un!r#ani?ed ",!3r!!m" !nl/6 (You can select more than one option)i) T,e"e ",!3r!!m" are .er/ +l!"e t! m/ re"iden+e !r la+e ! 3!r2ii) T,e"e ",!3r!!m" are ,a.in# +!n.enient "t!re ,!ur"iii) 7 en9!/ ",! in# at l!+al

mar2et 6 6i.) T,e "ale" er"!n" are .er/ riendl/ 2n!3n t! me.) 7 #!t mu+, e+!n!mi+ #!!d ,ere +!m are t! branded ",!3r!!m".i) 7 d!n t eel an/ di eren+e bet3een t,e"e ",! " and branded ",!3r!!m".ii) An/ !t,er ( lea"e " e+i /)

">6 H!3 mu+, /!u #enerall/ " end in a "in#le t/ i+al ur+,a"e6i) 1e"" t,an R"6 &000 iii) R"6 &00& %000ii) R"6 %00& >000 i.) m!re t,an R"6>000



50/53


51/53

&

&n case of Malls please ansFer s. No. 8

" 6 Rate t,e !ll!3in# a+t!r" a" er /!ur re eren+e6 ( lea"e ti+2 in t,e a r! riate bl!+2)

S6 N!6

Fa+t!r Str!n#l/a#ree

A#ree Can t"a/

i"a#ree Str!n#l /di"a#ree

76&

T,e"e ",!3r!!m" are .er/ +l!"e t! m/ re"iden+e !r la+e ! 3!r2

776%

T,e"e ",!3r!!m" are ,a.in# +!n.enient "t!re ,!ur"

7776

>

7 en9!/ ",! in# 3it, m/ amil/: riend" at "u+, la+e"

7864

T,e "ale" er"!n" are .er/ riendl/ 2n!3n t! me

865

7 d!n t eel an/ di eren+e bet3een t,e"e ",!3r!!m" 3,et,er atmall !r at main mar2et6

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)eferences

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"tU+ra?eUbutUt,eUne3UmantraU! Ut,eU/!ut,UinUindia6,tml• ,tt $::3336let"e; re""!6+!m: a",i!n:bein# brand +!n"+i!u" i" t,e ne3 trend:

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• ,tt $::3336"lide",are6net:.i ultand!nddn: r!9e+t !nbrandin#

• 3336#!!#le6+!m

• 33363i2i edia 6+!m

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• ,tt $::3336"lide",are6net:A9a/Sim,a&:brand +!n"+i!u"ne""

• ,tt "$::#l!bal9!urnal"6!r#:@JMBRU8!lume&>:5 7" !ut, Brand

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https://globaljournals.org/GJMBR_Volume13/5-Is-Youth-Brand-Conscious.pdfhttps://globaljournals.org/GJMBR_Volume13/5-Is-Youth-Brand-Conscious.pdfhttp://www.psgim.ac.in/journals/index.php/jcrm/article/viewFile/91/97http://www.streetdirectory.com/travel_guide/126140/computers/brands_not_just_craze_but_the_new_mantra_of_the_youth_in_india.htmlhttp://www.streetdirectory.com/travel_guide/126140/computers/brands_not_just_craze_but_the_new_mantra_of_the_youth_in_india.htmlhttp://www.letsexpresso.com/fashion/being-brand-conscious-is-the-new-trend/http://shodhganga.inflibnet.ac.in/bitstream/10603/28925/19/19_references.pdfhttp://www.slideshare.net/vipultandonddn/project-onbrandinghttp://www.google.com/http://www.scribd.com/doc/20585529/Brand-Awareness#scribdhttp://en.wikipedia.org/wiki/Brand_awarenesshttp://www.slideshare.net/AjaySimha1/brand-consciousnesshttp://www.psgim.ac.in/journals/index.php/jcrm/article/viewFile/91/97http://www.streetdirectory.com/travel_guide/126140/computers/brands_not_just_craze_but_the_new_mantra_of_the_youth_in_india.htmlhttp://www.streetdirectory.com/travel_guide/126140/computers/brands_not_just_craze_but_the_new_mantra_of_the_youth_in_india.htmlhttp://www.letsexpresso.com/fashion/being-brand-conscious-is-the-new-trend/http://shodhganga.inflibnet.ac.in/bitstream/10603/28925/19/19_references.pdfhttp://www.slideshare.net/vipultandonddn/project-onbrandinghttp://www.google.com/http://www.scribd.com/doc/20585529/Brand-Awareness#scribdhttp://en.wikipedia.org/wiki/Brand_awarenesshttp://www.slideshare.net/AjaySimha1/brand-consciousnesshttps://globaljournals.org/GJMBR_Volume13/5-Is-Youth-Brand-Conscious.pdfhttps://globaljournals.org/GJMBR_Volume13/5-Is-Youth-Brand-Conscious.pdf


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