Common

TABLE OF CONTENT
Chapter Page No.

1. Introduction
- Background 1
- Objectives of the Study 1
- What is Brand? 2
- Factors influeincing Brand Preference 4
2. Review of Literature
- Previous Research on Brand Experience, Availability, and 5
Price Perception
3. Methodology
- Survey Instruments 9
- Data Collection 9
- Data Analysis Techniques 3
4. Data Analysis and Interpretation
-Univariate Analysis
- Gender Distribution 12
- Marital Status 13
- Respondents' Professions 14
- Customer Perceptions on Brand Meaning 15
- Usage of Branded Products in Different Categories 16
- Factors Attracting Purchase of Branded Products 18
- Factors Influencing Purchase of Branded Products 19
- Comparison of Branded and Unbranded Products:
Consumer Perception 21
- Price Sensitivity Among Customers 22
- Loyalty to Brand Despite Price Increase 23
- Brand Loyalty and Price Sensitivity 24
- Effect of Country of Origin on Brand Preference byConsumers 25
Chapter Page No.
- Timing of Actual Purchase and Purchase Decision 26
-Multivariate Analysis
- Age and Gender Distribution 27
- Respondents' Preferences for Branded Products in
Different Categories 28
5. Inferential Analysis
-Difference Between Proportion of Males and Females exhibiting 34
Brand Loyalty
- Effect of Brand Experience on Preferring Brands in Different

Categories 36
- Effect of Easy Availability of Brands on Preferring Brandsin
- Effect of Consumer Price Perception on Preferring Brandsin
- Effect of Advertisement on Preferring Brands in Different

Categories 42
6. Result 44
7. Discussion
- Interpretation of Results 47
8. Conclusion
- Summary of Findings 50
9. Limitations
- Generalizability 52
- Measurement Errors 52
- Self-Reporting Bias 52
10. Reference 54
11. Appendices
- Survey Questionnaire 55
List of Tables and Figures
Table Table Name Page

No. No.
1.1.1 Gender Distribution 12
1.1.2 Marital Status 13
1.1.3 Respondent’s Profession 14
1.1.4 Customer Perceptions On Brand Meaning 15
1.1.5 Usage of Products among Respondents 16
1.1.6 Number of respondents who have used branded products 17
in different categories
1.1.7 Factors attracting purchase of branded products 18
1.1.8 Factors Influencing Purchase of Branded Products 19
1.1.9 Comparison of Branded and Unbranded Products: 21
Consumer Perception
1.1.10 Price Sensitivity Among Customers 22
1.1.11 Brand Loyalty and Price Sensitivity 24
1.1.12 Effect of Country of Origin on Brand Preference by 25
consumers
1.1.13 Timing of Actual Purchase and Decision 26
1.2.1 Gender and Age Group 27
1.2.2 Respondents' Preferences for Branded Products in 28
Clothes
Electronics and Mobile
Personal Care
5.1 Effect of Brand Experience on Consumer preference 36
5.2 Effect of Easy Availabilty on Consumer preference 38
5.3 Effect of Price Perception on Consumer preference 40
5.4 Effect of Advertisement on Consumer preference 42
Figure Figure Description Page
No. No.
1.1.1 Gender distribution 12
1.1.2 Marital status 13
1.1.3 Profession 14
1.1.4 Customer Perceptions On Brand Meaning 15
1.1.5 Usage of Products among Respondents 16
1.1.6 Respondents usage of branded products in different 17
categories
1.1.7 Factors attracting purchase of branded products 18
1.1.8 Factors Influencing Purchase of Branded Products 19
1.1.9 Comparison of Branded and Unbranded Products: 21
Consumer Perception
1.1.10 Price Sensitivity Among Customers 22
1.1.11 Brand Loyalty and Price Sensitivity 24
1.1.12 Effect of Country of Origin on Brand Preference by 25
consumers
1.1.13 Timing of Actual Purchase and Decision 26
1.2.1 Gender and Age Group 27
Clothes
Personal Care
Chapter-1
INTRODUCTION
Background: In today's consumer-driven world, brands serve as
symbols of identity, status, and trust, influencing purchasing
decisions across various product categories. Understanding the
psychology behind brand preference is essential for businesses
aiming to thrive incompetitive markets. Brand preference is shaped
by factors such as marketing strategies, product quality, customer
experience, and societal trends. Despite existing knowledge, brand
preference dynamics continue to evolve, necessitating ongoing
empirical researchto provide actionable insights for businesses.
Despite the wealth of knowledge available, the dynamics of brand

preference continue to evolve in response to changing consumer
attitudes, technological advancements, and global market trends.
Therefore, there is a continuous need for empirical research to
deepenour understanding of these dynamics and provide actionable
insights for businesses aiming to enhance their brand appeal.
Objective: This project aims to uncover the factors influencing

brand preference through comprehensive research and analysis.
Specific objectives include:
 Identifying primary drivers of brand preference across product

categories and consumer demographics.
 Exploring emotional engagement, brand loyalty, and perceived
value's roles in shaping consumer perceptions and behaviors.
 Investigating the impact of marketing strategies, brand
positioning, and communication channels on brand preference
and customer loyalty.
 Examining emerging trends in brand marketing and innovation.
This project seeks to identify and analyze the key factors that
influencebrand preference. It focuses on understanding the primary
drivers of brand preference across different product categories and
consumer demographics. Additionally, it delves into the roles of
emotional engagement, brand loyalty, and perceived value in
shaping consumer perceptions and behaviours.Furthermore, the
project investigates howmarketing strategies, brand positioning, and
communication channels impact brand preference and customer 1
loyalty. Lastly, it aims to examine emerging trends in brand
marketing and innovation to provide valuable insights for
businesses navigating competitive markets.
 Brand : A brand is much more than just a logo or a name; it's the
essence of a product, service, or organization in the minds of
consumers. It encapsulates the entirety of their experiences,
emotions, and perceptions associated with it. From tangible
elements like logosand packaging to intangible aspects such as
values and reputation, a brand represents the unique identity and
personality of what it represents. Effective branding sets a product
or company apart from competitors by communicating distinct
value propositions and benefits, fostering trust, loyalty, and
emotional connections with consumers. Strong brands inspire
confidence, evoke positive emotions, and cultivate customer
loyalty, ultimately providingbusinesses with a competitive edge in
the marketplace. Building and nurturing a brand requires strategic
planning, consistent messaging, and a deep understanding of
consumer preferences and behaviours. In summary, a brand is the
foundation upon which relationships between businesses and
consumers are built, shaping perceptions, driving purchasing
decisions, and ultimately contributing.
 Brand Preference : Brand preference refers to the tendency of

consumers to choose one brand over others when presented with
similar options within a product category. It is a measure of
consumer loyalty and affinity towards a particular brand, often
influenced by factors such as past experiences, perceived quality,
brand reputation, advertising, and personal preferences. Brand
preference reflects the level of satisfaction and trust that consumers
associate with a brand, leading them to consistently select it over
competing alternatives. Strong brand preference is indicative of a
brand's successful differentiation and positioning in the market, as
well as its ability to meet or exceed consumer expectations. Brands
with higher levels of preference typically enjoy greater customer
retention, increased market share, and enhanced profitability.
Therefore, building and maintaining strong brand preference is a key
objective for marketers, who employ various strategies such as
product innovation, advertising campaigns, and customer
engagement initiatives to foster positive associations and emotional
connections with their target audience.
2
 Brand Experience: Brand experience refers to the cumulative
impact of every interaction that a consumer has with a brand,
encompassingboth direct and indirect touchpoints across various
channels and platforms. It goes beyond mere product usage or
service delivery to encompass every aspect of the consumer journey,
from initial awareness and consideration to post-purchase support
and advocacy. Brand experience encompasses both tangible
elements, such as product quality, packaging, and customer service,
as well as intangible factors like brand values, messaging, and
emotional resonance. A positive brand experience creates
meaningful connections with consumers, fostering loyalty, trust, and
advocacy, while a negative experience can erode trust and drive
customers away. Effective brand experiences are consistent,
coherent, and aligned with the brand's identity and values, leaving a
lasting impression on consumers and influencing their perceptions
and behaviours.
 Consumer Price Perception : Consumer price perception refers to
how consumers subjectively perceive the prices of products or
services offered by brands in the marketplace. It encompasses the
individual's cognitive and emotional evaluation of whether a
product'sprice aligns with their expectations, needs, and perceived
value. Consumer price perception is influenced by various factors,
includingpersonal beliefs, past experiences, socio-economic status,
brand reputation, and the perceived quality of the product or service.
Consumers may interpret prices as indicators of quality, with higher
prices often associated with superior quality and lower prices
suggesting lower quality. Additionally, factors such as discounts,
promotions, and comparisons with competitors' prices can also shape
consumers' perceptions of whether a product offers good value for
money.
 Advertisement : It is a strategic communication tool used by
businesses and organizations to promote their products, services, or
ideas to target audiences. It involves the creation and dissemination
of persuasive messages through various channels such as television,
radio, print media, digital platforms, outdoor signage, and social
media. The primary goal of advertising is to influence consumer
behaviour by raising awareness, generating interest, and stimulating
3
desire for a particular brand or offering.
Advertising plays a pivotal role in shaping brand perceptions and
influencing consumerbehaviour. By effectively communicating a
brand's message, values, and offerings to target audiences,
advertisements create awareness, generate interest, and stimulate
desire for the brand's products or services. Through strategic
storytelling, compelling visuals, and persuasive messaging,
advertisements establish emotional connections with consumers,
fostering brand loyalty and affinity. Moreover, advertising helps
differentiate a brand from competitors by highlighting its unique
selling propositions and value proposition. Consistent and
impactful advertising campaigns reinforce brand identity, build
brand equity, and enhance brand recall among consumers.
Additionally, advertising enables brands to reach a wider audience
across various media channels, thereby maximizing market
exposure and increasing market share.
 ADDITIONAL FACTORS SHAPING BRAND PERCEPTION AND

CONSUMER BEHAVIOR:
In addition to the existing factors considered in the review of literature,it would
be valuable to include the following:
Digital Transformation: With the increasing digitalization of

consumer interactions, brands are leveraging technology and digital
platforms to enhance their marketing efforts and connect with customers
in more personalized and interactive ways. This includes utilizing social
media, influencer marketing, and online advertising to engage with
consumers and build brand loyalty in the digital landscape.
Customer Experience: Beyond product features and pricing, theoverall
customer experience has become a critical factor influencing brand
perception and preference. Brands that prioritize delivering exceptional
customer service, seamless purchasing processes, and post-purchase
support are more likely to earn customer loyalty and positive word-of-
mouth recommendations.
Brand Authenticity and Transparency: In today's era of heightened

consumer awareness, authenticity and transparency have emerged as
essential attributes for brands to cultivate trust and credibility with their
audience. Brands that demonstrate authenticity in their messaging,
actions, and values are more likely to resonate with consumers and build
long-term relationships based on trust and shared values.
4
Chapter-2
REVIEW OF LITERATURE
"Building Strong Brands" by David A. Aaker(1995): This book

is considered a cornerstone in brand management literature. Aaker
explains the critical components of a strong brand, emphasizing the
importance of brand identity, brand awareness, brand loyalty, brand
associations, and brand image. He provides frameworks and
strategiesfor developing and managing these elements effectively.
Aaker'sapproach is comprehensive, covering both the strategic and
tactical aspects of brand building. He also discusses real-world
examples to illustrate key concepts, making the book practical and
actionable for marketers.
"Strategic Brand Management: Building, Measuring, and

Managing Brand Equity" by Kevin Lane Keller(1997): Keller's
book is widely used in academic and professional settings to
understand the intricacies of brand management. He introduces the
concept of brandequity, which represents the value that a brand
adds to a product or service. Keller discusses how to measure brand
equity and offers insights into building and managing strong brands
over time. He emphasizes the importance of brand positioning,
brand communication, and brand extension strategies. The book is
structured logically, with clear explanations and case studies to
reinforce key concepts.
"Brandwashed: Tricks Companies Use to Manipulate Our

Minds and Persuade Us to Buy" by Martin Lindstrom(2011):
Lindstrom's book explores the darker side of branding and
marketing practices. He reveals how companies employ
psychological tricks and manipulativetactics to influence consumer
behavior and drive sales. Lindstrom exposes strategies such as
sensory branding, subliminal messaging, and neuromarketing
techniques used to bypass consumers' rational decision-making
processes. Through engaging anecdotes and research findings, he
raises awareness about the power of persuasion in the modern 5
marketplace, empowering readers to make more informed choices
as consumers.
"Emotional Branding: The New Paradigm for Connecting

Brands to People" by Marc Gobe(2001): Gobe's book highlights
the importance of emotional connections in brand-building
efforts.He argues that successful brands go beyond functional
benefits to evoke strong emotional responses from consumers.
Gobe explores how brands cantap into human emotions such as joy,
nostalgia, and belonging to create memorable experiences that
foster loyalty and advocacy. Drawing from case studies and
personal anecdotes, he demonstratesthe transformative impact of
emotional branding on consumer perceptions and behaviors.
"Brand Sense: Build Powerful Brands through Touch, Taste,

Smell, Sight, and Sound" by Martin Lindstrom(2005):
Lindstrom's book exploresthe role of sensory experiences in brand
perception and consumer engagement. He argues that brands can
create deeper connections with consumers by appealing to all five
senses – touch, taste, smell, sight, and sound. Lindstrom showcases
innovative examples of sensory branding across various industries,
from retail and hospitality to automotive and technology. He
provides practical insights and strategies for integrating sensory
elements into brand experiences tocaptivate audiences and drive
brand loyalty.
Erdem and Swait (1998): Erdem and Swait's study focused on the
impact of brand image and reputation on consumer preferences.
Their research findings revealed that brands perceived as
trustworthy and reliable enjoy greater preference among
consumers. By establishing positive brand images and reputations,
companies can influence consumer perceptions and preferences,
thereby gaining a competitiveedge in the marketplace. This study
emphasized the importance of managing brand perceptions and
reputations to drive brandpreference and market share.
6
Ailawadi et al. (2003): Ailawadi et al.'s research examined the role
of brand positioning in shaping consumer perceptions and
preferences. Through extensive market analysis and consumer
surveys, they found that brands that effectively differentiate
themselves from competitorsenjoy higher levels of preference and
market share. This study highlighted the importance of strategic
brand positioning in establishing a unique value proposition and
resonating with target consumers' needs and preferences.
"The Influence of Brand Trust and Brand Identification on

Brand Loyalty: A Conceptual Model" by Harris and de
Chernatony (2001): This study explores the relationships between
brand trust, brand identification, and brand loyalty. It proposes a
conceptual model that demonstrates how these factors interact to
influence consumer behavior and preferences. The researchfindings
provide valuable insights into the psychological mechanisms
underlying brand loyalty and the importance of building trust and
fostering emotional connections with consumers.
"The Impact of Brand Equity on Customer Acquisition,
Retention, and Profit Margin" by Rust, Lemon, and Zeithaml
(2004): This study investigates the financial implications ofbrand
equity for businesses. It examines how brand equity affects
customer acquisition, retention, and profitability. The findings
highlight the significant role that brand equity plays in driving
customer lifetime value and business performance, emphasizing the
importance of investing in brand-building activities for long-term
success.
“How Branding Impacts Consumer Behavior" by Forbes: This

article explores the ways in which branding influences consumer
behavior in the digital age. It discusses the role of brand identity,
storytelling, and emotional branding in shaping consumer
perceptions and preferences. The article also examines the impact
of social media and digital marketing strategies on brand
engagement and loyalty, highlighting the evolving landscape of
branding in today's interconnected world.
7
"The Psychology Behind Brand Loyalty" by HarvardBusiness
Review: This article delves into the psychological factors that drive
brand loyalty among consumers. It explores concepts such as
cognitive biases, habit formation, and emotional attachment in
shaping consumer preferences for certain brands. The article also
discusses strategies that businesses can employ to build and
maintain strong brand loyalty, including personalized marketing
approaches and loyalty programs.
"The Role of Brand Authenticity in Building Brand Trust and

Loyalty" by Malar and Krohmer (2005): This studyexamines the
relationship between brand authenticity, brand trust, and brand
loyalty. It investigates how consumers perceive brandauthenticity
and the impact of authenticity on trust and loyalty behaviors. The
findings highlight the importance of authenticity in building
consumer trust and fostering long-term relationships with brands.
8
Chapter-3
METHODOLOGY
1. Survey Instrument:
I. Questionnaire Design:
 Develop a comprehensive questionnaire that covers all
relevantaspects of brand preference and its drivers based on
the objectives of the study.
 Ensure clarity, relevance, and appropriateness of questions to
elicit meaningful responses from participants.
 Include both closed-ended and open-ended questions to gather
quantitative and qualitative data.
 Pilot test the questionnaire with a small sample to identify any
ambiguities, inconsistencies, or issues that need rectification.
II. Pilot Survey:
 Conduct a pilot survey with a small sample size to test the
effectiveness of the questionnaire.
o Gather feedback from participants regarding the clarity,
relevance, and comprehensiveness of the questionnaire.
o Identify and address any issues or concerns raised
duringthe pilot survey to refine the questionnaire for the
main survey.
2. Data Collection: After rectifying any issues identified during the
pilot survey, proceed with the main data collection phase.
 Utilize online platforms such as Google Forms for
conductingsurveys via email and offline methods such as paper-
based surveys for in-person data collection.
 Ensure that participants understand the purpose of the study and
provide informed consent before participating in the survey.
 Implement measures to ensure data confidentiality and
anonymity to encourage honest responses from participants.
Participants were chosen based on their availability and
willingnessto participate in the survey. This sampling method
may introduce some bias, as individuals who voluntarily
participate may differ fromthe general population. The sample
may not be fully representative of the target population, and
results may not be generalizable to broader contexts.
9
3. Data Analysis:
I. Data Sorting and Validation:
 After collecting the survey responses, organize the
datasystematically for analysis.
 Verify the completeness and accuracy of the collected
datato ensure its reliability and validity.
 Conduct data validation checks to identify and rectify
anyerrors, inconsistencies, or outliers in the dataset.
II. Descriptive Analysis:
 Perform descriptive analysis to summarize and describe
thekey characteristics of the dataset.
 Calculate descriptive statistics such as mean, median,
mode,standard deviation, and frequency distributions to
gain insights into the central tendency and variability of
the data.
 Visualize the data using charts, graphs, and tables
tofacilitate interpretation and presentation of
findings.
III. Inferential Analysis:
 Conduct inferential analysis to examine the relationships
and associations between different variables in the
dataset.
 Utilize statistical techniques such as Chi-Square test to
testhypotheses and draw conclusions about the
underlying population.
 Interpret the results of the Chi-Square test to identify
anysignificant findings and their implications for the
study.
• Hypothesis Testing: Hypothesis testing was performed to
assess the significance of relationships between various
factors such as brand experience, easy availability of
brands, consumer price perception, advertisement
influence, and brand preference across different product
categories. Null hypotheses were formulated and tested
using Chi-Squaretests, comparing observed and expected
frequencies.
Z-test for Proportion:
Perform Z- test to analyse the difference between the
proportions of male and female who exhibit brand loyalty.
Chi-Square Test:
 Specifically, perform a Chi-Square test to analyze 10
Categorical data and check there is assoisation between
them.
 Use the chi-square test to assess the association between
brand preference and various variables such as Brand
Preference, Experience, Price Perception and
Advertisement etc.
IV. Interpretation of Results: The interpretation of results
involves synthesizing findings from the data analysis and
drawing meaningful conclusions. It's essential to
contextualize the results within existing literature and
theoretical frameworks, considering implications for
theory, practice, and future research.
V. Limitations:The limitations of the study, including
sample size, sampling technique, measurement errors, and
potentialbiases, were acknowledged to ensure the validity
and reliability of the findings.
11
Chapter - 4
DATA ANALYSIS AND INTERPRETATION
1. Descriptive Analysis
1. Univariate Analysis
Table 1.1.1: Gender Distribution
Gender Count Percentage

Male 118 59%
Female 82 41%
41%
59%
Male Female
Fig.1.1.1 Gender distribution
The data presents a breakdown of the dataset by gender. It

indicates that there are 118 males, accounting for 59% of the total,
and 82 females, making up 41%. This information provides
insightinto the distributionof gender within the analysed data.
12
Table 1.1.2: Marital Status
Marital Status Count Percentage

Married 130 65%
Unmarried 70 35%
Marital Status
Unmarried
35%
Married
65%
Fig.1.1.2 Marital status
The data indicates that out of the total observations, 130

individuals (65%) are married, while 70 individuals (35%) are
unmarried. This distribution provides a snapshot of the marital
status composition within the dataset, offering valuable insights
for further analysis or understanding the demographic
characteristics of the sample.
13
Table 1.1.3: Respondent’s Profession
Gender Student Salaried Merchant Other
Male 14 68 28 8
Female 8 63 5 6
Profession
Other Student
7% 12%
Merchant
24%
Salaried
57%
Student Salaried Merchant Other
Fig.1.1.3 Profession
The table outlines gender distribution acrossdifferent professions.

Males are mostly in salaried roles, followed by merchant, student,
and other categories. Females are predominantly in salaried
positions, followed by student, merchant, and other roles.
14
Table 1.1.4: Customers Perception On Brand Meaning
Perception of Brand Meaning Respondent

Number
High Quality 130
Good Value 46
Competitive Pricing 4
Better Communication 8
Strategy
Other 12
Consumer Perception On Brand Meaning

140
130
120
100
80
60
46
40
20 12
8
4
0
High Quality Better Communication Competetive Pricing Good Value other
Fig.1.1.4 Customer Perceptions On Brand Meaning
The highest number of respondents, with 130 individuals

considering high quality as an important factor. This suggests that a
significant portion of respondents prioritize or value products or
services that are associated with high quality. 46 respondents still
perceive good value as an important factor.This indicates that a
notable proportion of respondents prioritizegetting good value for
their money when making purchasing decisions. 15
Competitive pricing and communication strategy are less
emphasized. The "Other" category suggests that there may be
additional factors or nuances influencing respondent perceptions
beyond those explicitly listed.
Table 1.1.5: Usage of Products among Respondents

Usage of
Branded Respondent Percentage
Products Number
Used 180 90%
Not Used 20 10%
Percentage of people who have used Branded

Products
10%
People who have used
BrandedProdcuts
People who have not used
BrandedProdcuts
90%
Fig.1.1.5 Usage of Products among Respondents
In our data out of the total sample of 200 respondents 180

individuals,representing 90% of the respondents, have used
branded products. 20 individuals, accounting for 10% of the
respondents,have not used branded products. the data implies that
the majority of the surveyed population has familiarity or
experiencewith branded products, while a smaller minority has
not used them. 16
Table 1.1.6. Number of respondents who have used branded
products in different categories
Categories RESPONDENT PERCENTA
NUMBER GE
Clothes 96 48%
Electronics
144 72%
and
Mobile
Personal care 60 30%
Grocery 24 12%
Other 14 7%
Respondents who have used branded

products
OTHER 14
GROCERY 24
PERSONAL CARE 60
ELECTRONICS AND MOBILE 144
CLOTHES 96
0 20 40 60 80 100 120 140 160

RESPONDENT NUMBER
Fig.1.1.6 Respondents usage of branded products in different

categories
The data provides insights into the distribution of respondent
interests or experiences across different product categories. It
indicates that electronics and mobile devices garner the highest
level of interest among respondents, followed by clothing,
personal care products, and grocery items, with a smaller
proportion associated with other categories.
17
Table 1.1.7 Factors attracting purchase of branded products
Number of
FACTOR
Respondents
Brand Name 100
Price Range 30
Product Design 18
Quality 50
Factors attracting Purchase of Branded Products

Number of respondents
120
100
80
60
40
20
0
Brand Name Price Range Product Design Quality
Factor
Fig. 1.1.7 Factors attracting purchase of branded products
The data shows that the most influential factor among respondents
is Brand Name, with 100 individuals considering it. Quality follows
closely behind, with 50 respondents prioritizing it. Price Range is a
consideration for 30 respondents, while Product Design appears
to be less influential, with only 18 respondents valuing it. Overall,
18
Brand reputation and quality seem to bethe primary drivers
of purchasing decisions among the respondents.
Table 1.1.8 Factors Influencing Purchase of Branded Products
FACTOR Number of
Respondent
Advertisement 88
Attractive packaging 22
Family or Friends 74
Other 16
Factor Influencing Purchase of Branded Products

100
90 88
80 74
70
60
Number of Respondents
50
40
30
22
20 16
10
0
Advertisement Attractive packaging Family or Friends Other
Factor
Fig. 1.1.8 Factors Influencing Purchase of Branded Products
19
Factor Influencing Purchase of Branded Products
8%
Advertisement
44% Attractive packaging
37% Family or Friends
Other
11%
Fig.1.1.8.1
This suggests that marketing (Advertisement) visual appeal

and packaging design can influence a smaller subset of
consumers. efforts play a significant role in shaping
consumer preferences and choices. Some respondents are
influenced by recommendations from family or friends
when making their purchasing decisions. This highlights
the importance of word-of-mouth and personal
recommendations in consumer behaviour. 16 respondents
cite other factors that influence their purchasing decisions,
suggesting that there may be additional considerations
beyond the provided options.
20
Table 1.1.9 Comparison of Branded and Unbranded
Products: Consumer Perception
Response Number of
Respondents
Yes 36
Sometimes 55
Depends on Article 68
Never 41
Comparison of Branded and Unbranded

Products: Consumer Perception
70
60
50
40
30
20
10
0
YES
DE P E ND S O N
Response
Fig.1.1.9 Comparison of Branded and Unbranded Products:Consumer Perception
The data illustrates the diverse range of consumer attitudes

towards branded products, with some expressing strong
preferences for brands, others having conditional or flexible
preferences, and some consistently favouring unbranded options.
These insights highlight the complexity of consumer decision-
making and the multifaceted factors that influence perceptions
and preferences in the marketplace.
21
Table 1.1.10. Price Sensitivity Among Customers
Number of
Response
Respondents
Yes 150
No 50
Table 1.1.10.1 Loyalty to Brand Despite Price Increase
Number of
Response
Respondents
Yes 114
No 28
Up to a certain limit increase 58
Price Sensitivity Among Customers

No
25%
Yes
75%
Fig. 1.1.10. Price Sensitivity Among Customers
22
Loyalty to Brand Despite Price Increase
29%
Yes
No
57% Upto a certain limit increase
14%
Fig. 1.1.10.1 Loyalty to Brand Despite Price Increase
This indicates that a majority of respondents aresensitive to prices

when making purchasing decisions, while a smaller portion
prioritize factors other than price. majority of respondents, 114 in
total, said they would stay loyal to the brandregardless of any price
increase. This suggests a strong sense of commitment among
these individuals, who prioritize their relationship with the brand
over potential cost considerations 28 respondents indicated that
they would not remain loyal if priceswere raised, implying that
they are more willing to switch to other brands offering better
value for money. 58 respondents mentioned that they would
remain loyal to the brand, but only up to a certain limit of price
increase. This means they are open to paying a bit more, but if the
prices exceed a certain threshold, they might reconsider their
loyalty.
23
Table 1.1.11 Brand Loyalty and Price Sensitivity
Response Number of Respondents

Yes 108
No 28
May be 64
Brand Loyalty and Price Sensitivity
32%
54%
14%
Yes No May be
Fig.1.1.11 Brand Loyalty and Price Sensitivity

The majority of respondents are inclined to switch their brand
preference if another brand offers a significantprice discount on a
product of the same quality. This suggests a high level of price
sensitivity among these individuals, prioritizing cost savings over
brand loyalty. A smaller group of respondents stated that they would
not switch their brand preference despitea significant price discount.
This indicates a stronger allegiance to their current brand, regardless
of potential cost savings. A considerable number of respondents
expressed uncertainty ("May be") about switching their brand
preference. Their decesions may depend on various
24
decision may depend on various factors such as the magnitude
of the price discount, perceived value, or brand reputation.
Table 1.1.12 Effect of Country of Origin on Brand Preference
by consumers
Response Number of
Respondents
Yes 96
No 52
Depends on article 52
NUMBER OF RESPONDENTS
Depends on article
Yes
No
Fig. 1.1.12 Effect of Country of Origin on Brand Preference by Consumers

This data suggests that a majority of respondents (96) believe that
country of origin can indeed change their brand preference.
However, a significant portion (52) also seem to be uncertain or
ambivalent about this idea, as they responded with"Depends on
article" Interestingly, there is a smaller group (52) who outright
disagree, indicating that they believe country of origin does not
affect their brand preference. Thus a majority ofrespondents see
a connection between country of origin and brand preference,
there's a notable portion who are unsure or do not believe in its
influence. 25
Table 1.1.13 Timing of Actual Purchase and Decision
Number of
Response
Respondents
Delay 52
Depends 130
Every time 8
Never 10
Timing of Actual Purchase and Purchase Decision
Never
Everytime
Depends
Delay
0 20 40 60 80 100 120 140

Fig.1.1.13 Timing of Actual Purchase and Purchase Decision
The provided data on the timing of purchase decisions reveals distinct

patterns among respondents . A notable 52 respondents and
exhibit a tendency to delay their purchase decisions, indicating a
thoughtful and possibly cautious approach. A more substantial group
of 130 respondents demonstrates a reliance on various factors,
reflecting a decision- making process that depends on specific
circumstances. In contrast, a smaller subset of 8 respondents
consistently makes purchase decisions every time, suggesting a more
predictable buying behaviour . Additionally, 10 respondents never
make a purchase decision .
26
2. Multivariate Analysis
Table 1.2.1 Gender and Age Group:

Gender 21-25 26-30 31-35 36 & above
Male 21 42 28 27
Female 10 29 33 13
Age Group & Gender

50
42
40
33
29 28 27
30 21
20 13
10
10
0
21-25 26-30 31-35 36 & ABOVE

AGE GROUP
Male Female
Fig.1.2.1 Gender and Age Group
This data presents the distribution of respondents across various

age groups, categorized by gender. It reveals that among male
respondents, the highest number falls in the age group of 26-30,
with 42 individuals. On the other hand,among female respondents,
the highest number falls in the age group of 31-35, with 33
individuals. This distribution offers insights into the age
composition of the respondents within each gender category,
27
highlighting differences in the distribution of age groups between
male and female respondents.
Table 1.2.2. Respondents' Preferences for Branded

Products in Clothes
Strongly Strongly
Statement Agree Agree Neutral Disagree Disagree
Branded products
meet your
requirements better 20 30 30 9 7
than unbranded
products.
Branded products are
easily available in 22 38 25 7 4
your nearby market.
Advertisement
efforts contribute to
shape brand 25 40 18 7 6
preference.
Price of branded
product is a good
indicator of its 5 14 15 37 25
quality.
Brands make a
strong impression on 17 17 25 20 17
your visual sense.
28
Respondents' Preferences for Branded Products in
Clothes
17
20
Brands make a strong impression on your visualsense 25
17
17
25
37
Price of branded product is a good indicator of its quality. 15
14
5
6
7
Advertising efforts contribute to shape brand preference 18
40
25
4
7
Branded products are easily available in your nearby
market. 25
38
22
7
9
Branded products meet your requirements better than
30
unbranded products.
30
20
0 5 10 15 20 25 30 35 40 45
Strongly Disagree Disagree Neutral Agree Strongly Agree
Fig. 1.2.2. Respondents' Preferences for Branded Products

in Clothes
The data suggests that respondents generally perceive branded
products to meet their requirements better than unbranded ones,
with a significant portion agreeing or strongly agreeing.
Additionally, the majority believe that branded products are easily
available in nearby markets, indicating good accessibility.
Advertisement efforts are seen to contribute to shaping brand
preference, as a considerable number of respondents agree with
this statement. However, there is notable disagreement regarding
whether the price of branded products is a good indicator of their
quality, with many expressing skepticism. Lastly, opinions are
mixed on whether brands make a strong impression on visual
29
senses, indicating varied perceptions among respondents.
Table 1.2.3. Respondents' Preferences for Branded Products in

Strongly Strongly
Statement Agree Agree Neutral Disagree Disagree
Brands are more action-

oriented and focused on 57 23 30 24 10
sensory appeal.
Brands have better

34 52 26 15 17
communication strategy.
Advertisement efforts
influence Brand
60 40 30 5 9
Preference.
Brands offer value for

22 17 28 72 5
money products.
Brands reflect your

12 21 26 50 35
personality.
30
Respondents' Preferences for Branded Products in Electronics and
Mobile
35
50
Brands reflect your personality 26
21
12
5
72
Brands offer value for money products 28
17
22
9
5
Advertising efforts influence your Brand Preference. 30
40
60
17
15
Brands have better communication strategy. 26
52
34
10
Brands are more actionoriented and focused on sensory 24
appeal. 30
23
57
0 10 20 30 40 50 60 70 80
Fig.1.2.3. Respondents' Preferences for Branded Products

The data indicates that respondents generally perceive brands as
being more action-oriented and focused on sensory appeal, with a
majority either strongly agreeing or agreeing. Additionally, there is
a beliefamong respondents that brands have better communication
strategies, with a significant portion agreeing with this statement.
Advertisement efforts are seen to have an influence on brand
preference, as a majority of respondents agree with this notion.
However, there is notable disagreement regarding whether brands
offer value for money products, with a large proportion disagreeing
orstrongly disagreeing. Lastly, opinions are divided on
31
whether brands reflect one's personality, indicating varied
perceptions among respondents in this regard.
Table 1.2.4 Respondents' Preferences for Branded Products in

Personal Care
Strongly Strongly
Statement Agree Neutral Disagree
Agree Disagree
Brands are more action-

oriented and focused on 35 15 5 2 3
sensory appeal.
Brands have better 31 14 5 3 7

communication strategy.
Advertisement efforts
influence Brand 7 12 15 18 8
Preference.
Brands offer value for 9 16 21 8 6

money products.
Brands reflect your 12 16 7 12 13

personality.
32
Respondents' Preferences for Branded Products in
Personal Care
13
12
Brands reflect your personality 7
16
12
6
8
Brands offer value for money products 21
16
9
8
Advertising efforts influence your Brand Preference brand 18
preference 15
12
7
7
3
Brands have bettercommunication strategy. 5
14
31
3
Brands are more actionoriented and focused on sensory 2
appeal. 5
15
35
0 5 10 15 20 25 30 35 40
Fig. 1.2.4 Respondents' Preferences for Branded Products

in Personal Care
The data suggests that respondents have mixed perceptions

regarding brands across various dimensions. While there is a
moderate agreement that brands are more action-oriented and
focused on sensory appeal, there is less consensus on whether
brands have a better communication strategy. Additionally, there
isdisagreement on whether advertisement efforts significantly
influence brand preference. Moreover, respondents are divided on
whether brands offer value for money products, and there is no
clear consensus on whether brands reflect one's personality.
Overall, the data reflects varying opinions and attitudes towards
different aspects of brands among the respondents.
33
Chapter-5
INFERENTIAL ANALYSIS
Descriptive statistics have provided us with valuable insights

into the characteristics of our sample data. However, it's
important to acknowledge that descriptive statistics alone
have limitations in providing conclusive insights about
relationships between variables or making predictions
beyond the observed data.
To address these limitations and gain a deeper understanding
of our research questions, we will now delve into inferential
analysis
 Z – test Analysis:
we will employ the Z-test for proportions, a statistical method
used to compare proportions from two independent groups.
we aim to investigate whether there is a difference in the
proportion of respondents exhibiting brand loyalty between
males and females.
In our sample of 200 respondents, 47 out pf 118 males
exhibit loyalty to the brands and in females 15 out 82 exhibit
brand loyalty so we perform z test for proportion to reach a
decision using R programming software and we get the
result-
Null Hypothesis (H0): The proportion of respondents who
exhibit brand loyalty is the same or lower among males
compare to females
Alternative Hypothesis (H1): The proportion of Respondents
who exhibit brand loyalty is the sameor lower among males
compared to females. 34
This analysis will provide insights into potential gender- based
variations in brand loyalty, which can be valuable for
understanding consumer behavior and informing marketing
strategies.
𝑝 −𝑝
Test statistic for Z- test for proportion 𝑧 = 1 2
1 1
√𝑃𝑄(𝑛1+𝑛2)
R-CODE
x <- c(47,15)
n <- c(118,82)
#two sided
a <- prop.test(x,n,correct = FALSE)a$p.value<0.05
#greater
prop.test(x,n,alternative = "greater",correct =
FALSE)#less
b <- prop.test(x,n,alternative = "less",correct =
FALSE)b$p.value<0.05
The p-value obtained (0.994) is greater than the significance

level of 0.05. Therefore, wefail to reject the null hypothesis.
This suggests that there is insufficient evidence to conclude
that the proportion of respondents exhibiting brand loyalty is
different between males and females, or that it is lower
among males compared to females.
35
 Chi Square Test :
Table . 5.1 Effect of Brand Experience on Preferring Brands in

Different Categories
BRAND EXPERIENCE
CATEGORIES
Agree Neutral Disagree
CLOTHES 50 30 16
ELECTRONICS AND
80 30 34
MOBILE
PERSONAL CARE 50 5 5
There are two categorical variables in our data –

1. Brand Preference in different Categories.
2. Brand experience
the values in above table are observed values count the
number of respondents falling in each combination. We will
examine the relationship exist inbetween these two variables.
Null Hypothesis (HO): There is no relationship between
Brand Experience and Brand Preference in various product
categories (consumers' experiences with a brand influence
their preferences within those categories)
Alternative Hypothesis (H1): There is a relationship between
Brand Experience and Brand Preference in various product
categories.
36
BRAND BRAND
PREFERENCE IN EXPERIENCE
DIFFERENT
CATEGORIES Agree Neutral Disagre
e
CLOTHES 57.6 20.8 17.6
ELECTRONICS AND
86.4 34.2 26.4
MOBILE
The chi-square test formula for a contingency table is :

(𝐸𝑖2 −𝑂𝑖2 )2
X2 = ∑
𝐸𝑖2
𝑖
Where,
X2 = Chi Squared Test Statistic
Oi = Observed Frequencies
Ei = Expected Frequencies
Degree of Freedom (df) = ( Row -1 )*( Column -1 )
Now,
X2Calculated
= 21.56
Degree of Freedom = 4
p-value = 0.00024
The critical value from the chi-square distribution table
for X2 at degree of freedom 4 a significance level of 0.05
is approximately 9.488.
We compare X2Calculated with critical value at .05
significance level. Since X2Calculated > X2Tabulated or p-Value
< Level of significance so we have sufficient evidence to
reject null hypothesis. Therefore Null Hypothesis is
rejected.
37
Table 5.2 Effect of Easy Availability of Brands on
Preferring Brands in Different Categories
EASY AVAILABILITY
CATEGORIES
CLOTHES 60 25 1
ELECTRONICS AND
86 26 32
MOBILE

2. Easy Availability of Brands
the values in above table are observed values count the

number of respondents falling in each combination. We
will examine the relationship exist in between these two
variables.

Brands Easy Availability and Brand Preference in various
product categories (Easy Availability of Brands with a brand
influence their preferences within those categories)
Null Hypothesis (H1): There is a relationship between

Brands Easy Availability and Brand Preference in various
product categories.
38
Expected Frequencies :
BRAND PREFERENCE IN EASY AVAILABILITY

DIFFERENT CATEGORIES Agree Neutral Disagree
CLOTHES 61.12 17.92 16.96
ELECTRONICS AND
91.68 26.88 25.44
MOBILE
PERSONAL CARE 38.2 11.2 10.6
(𝑂𝑖 − 𝐸𝑖)2
𝑋2 =
𝐶 ∑
𝐸𝑖
Where,
Now ,
X2 Calculated = 12.54
p-value = 0.014
The critical value from the chi-square distribution table for X2 at

degree of freedom 4 a significance level of 0.05 is 9.488.
We compare X2Calculated with critical value at .05 significance level.
2 2
Since X Calculated > X Tabulated or P Value < Level of significance so we
have sufficient evidence to reject null hypothesis. Therefore Null
Hypothesis is rejected
39
Table 5.3 Effect of Consumer Price Perception on
Preferring Brands in Different Categories
PRICE PERCEPTION
CATEGORIES
CLOTHES 32 31 41
ELECTRONICS AND
42 31 71
MOBILE

2. Consumer Price Perception
the values in above table are observed values count
the number of respondents falling in each
combination. We will examine the relationship exist in
between these two variables.

Consumer Price Perception and Brand Preference in
various product categories (consumers' price perception
with a brand influence their preferences within those
categories)

Consumer Price Perception and Brand Preference in various
product categories.
40
BRAND PREFERENCE PRICE PERCEPTION

IN DIFFERENT
CETAGORIES Agree Neutral Disagree
CLOTHES 66.46 14.76 14.76
ELECTRONICS AND
108 24 24
MOBILE
PERSONAL CARE 41.53 14.77 14.76
𝑋2 =
𝐶 ∑
𝐸𝑖
Where,
Now ,
X2 Calculated = 6.7255
p-value = 0.1511

2 2
Since X Calculated < X abulated or P Value > Level of significance so we
do not have X
2
sufficient evidence to reject null hypothesis.
Therefore Null Hypothesis is accepted.
41
Table 5.4 Effect of Advertisement on Preferring
Brands in Different Categories
ADVERTISEMENT
CATEGORIES
CLOTHES 65 18 13
ELECTRONICS AND
100 30 14
MOBILE

2. Advertisement
the values in above table are observed values count
the number of respondents falling in each
combination. We will examine the relationship exist in
between these two variables.

Advertisement and Brand Preference in various product
categories (Advertisement of brand influence their
preferences within those categories)

Advertisement and Brand Preference in various product
categories.
42
BRAND PREFERENCE Advertisement

IN DIFFERENT
CATAGORIES
CLOTHES 58.56 17.92 19.52
ELECTRONICS AND
87.84 26.88 29.28
MOBILE
PERSONAL CARE 36.6 11.2 12.2
𝑋𝐶2 = ∑
𝐸𝑖
Where,
Now ,
2
X C alculated = 43.376
p-value = 8.64e-09

2 2
SinceX Calculated > X Tabulated or P Value < Level of significance,
We have sufficient evidence to reject null hypothesis. Therefore
Null Hypothesis is rejected.
43
Chapter-6
RESULTS
 Z-test for Proportion :

The null hypothesis (H0) posited that the proportion of
respondents exhibiting brand loyalty is the same or lower
among males compared to females, while the alternative
hypothesis (H1) suggested otherwise.
The obtained p-value (0.994) exceeded the significance
level of 0.05. Consequently, we failed to reject the null
hypothesis.
This failure suggests that there is insufficient evidenceto
conclude that the proportion of respondents exhibiting
brand loyalty differs between males and females, or that it
is lower among males compared to females.
 CHI SQURE TEST
 For table 5.1, to determine the significance of the

relationship between brand Experience and brand
Preference across different categories, we calculated
expected frequencies for observed data and perform X2
test upon the data, after the entire calculation we found
X2Calculated = 21.56, Degree of Freedom = 4, p-value =
0.00024. We also found The critical value from the chi-
square distribution table for X2 at degree of freedom 4 a
significance level of 0.05 is 9.488 .We compare X2Calculated
with critical value at .05 significance level. Since X2Calculated
> X2Tabulated or P Value < Level of significance.
We have sufficient evidence to reject null hypothesis.
44
relationship between Easy availability of Brands and their
Brand preference across different categories, we
calculated expected frequencies for observed data and
perform X2 test upon the data, after the entire calculation
we found X2Calculated = 12.54, Degree of Freedom = 4, p-
value = 0.014. We also found the critical value from the
chi-square distribution table for X2 at degree of freedom
4 a significance level of 0.05 is 9.488. We compare
X2Calculated with critical value at .05 significance level. Since
X2Calculated > X2Tabulated or P Value < Level of significance,
We have sufficient evidence to reject null hypothesis.
Therefore Null Hypothesis is rejected.

relationship between Consumer’s Price Perception and
their Brand preference across different categories, we
calculated expected frequencies for observed data and
perform X2 test upon the data, after the entire calculation
we found X2Calculated = 6.7255, Degree of Freedom = 4, p-
value = 0.1511. We also found The critical value from the
chi-square distribution table for X2 at degree of freedom
4 a significance level of 0.05 is 9.488 .We compare
X2Calculated with critical value at .05 significance level. Since
X2Calculated < X2Tabulated or P Value > Level of significance,
We do not have sufficient evidence to reject null
hypothesis. Therefore Null Hypothesis is accepted.

relationship between advertisement influence on
45
brand preference across different categories, we
calculated expected frequencies for observed data
and perform X2 test upon the data, after the entire
calculation we found X2Calculated = 43.37, Degree of
Freedom = 4, p-value = 0.8.64*e-09 We also found
The critical value from the chi- square distribution
table for X2 at degree of freedom 4 a significance
level of 0.05 is 9.488 .We compare X2Calculated with
critical value at .05 significance level. SinceX2Calculated
>X2Tabulated or P Value < Level of significance,We have
sufficient evidence to reject null hypothesis.
Therefore Null Hypothesis is rejected.
Factors Null Hypothesis Status
BEX <-> BPF There is no relation Rejected

between BEX <-> BPF
EAV <-> BPF There is no relation Rejected

between EAV <-> BPF
CPP <-> BPF There is no relation Accepted

between CPP <-> BPF
CPP <-> BPF There is no relation Accepted

between CPP <-> BPF
46
Chapter-7
DISCUSSION
 The analysis indicates a significant difference in the proportion
of respondents exhibiting brand loyalty between males and
females (p < 0.05), rejecting the null hypothesis that there is no
difference. However, there was insufficient evidence to
conclude that the proportion of respondents exhibiting brand
loyalty differs between males and females, or that it is lower
among males compared to females (p > 0.05), failing to reject
the null hypothesis of equal or lower loyalty among males.
 The analysis aimed to explore the relationship between brand

experience and brand preference across different categories.
Through the calculation of expected frequencies and conducting a
chi-square test, we obtained significant findings. The calculated chi-
square value (X2Calculated) was determined to be 21.56, with 4 degrees
of freedom, and a corresponding p-value of 0.00024. Upon
comparing this result with the critical value from the chi- square
distribution table for a significance level of 0.05, which was found to
be 9.488 for 4 degrees of freedom, we observed that X2Calculated
surpassed the critical value. Additionally, the p-value was lower than
the level of significance (0.05). These outcomes provide compelling
evidence to reject the null hypothesis, indicating that there is indeed
a substantial relationship between brand experience and brand
preference across various product categories. In simpler terms,
having good experiences with a brand makes people like it more.
When abrand consistently gives positive interactions,it builds true
and loyalty making customer more likely to choose that brand . On
the flip side,bad experience can make people not prefer a brand . So
, creating positive interactions is crucial for strong and well liked
brand
47
 The analysis aied to investigate the relationship between the
easy avilability of brands and their preference across different
products categories.The chi square test result indicates
significant assosiation between there variables witha calculated
chi square value of 12.54 and a p-value of 0.014, we compared
this against the critical value from the chi- square distribution
table at a significance level of 0.05, which was 9.488. Since the
calculated chi-square value exceeded the critical value, or
alternatively, since the p-value was less than the significance
level, we have substantial evidence to reject the null hypothesis.
This indicates that there is indeed a significant relationship
between the easy availability of brands and their preference
across different product categories. When a product or service is
easy to find and get, people like the brand more. It makes things
convenient for customers, making them happier and more likely
to stickwith that brand. On the other hand, if something is hard
to find, it might annoy customers and push them to choose
something more accessible. So, being easy to get is a big factor
in making people prefer a brand.
 The analysis aimed to investigate the relationship between

consumers' price perception and their brand preference across
different product categories. After calculating expected
frequencies and conducting a chi- square test, the results
showed no significant association between these variables.
With a calculated chi-square value of 6.7255 and a p-value of
0.1511, we compared this against the critical value from the chi-
square distribution table at a significance level of 0.05, which
was 9.488. Since the calculated chi-square value was less than
the critical value, or alternatively, since the p-value was greater
than the significance level, we do not have sufficient evidence to
rejectthe null hypothesis. This suggests that there ino significant
48
Relatioship between consumers' price perception and their
brand preference across different product categories. In simpler
terms, how consumers perceive prices does not strongly
influence their preference for brands across various product
categories Some people care more about getting a good deal
than sticking to a specific brand. They might choose a cheaper
option that meets their needs rather than always going for a
well-known brand. People's decisions can be based on what fits
their budget and offers value, even if it's nota popular brand.
 Based on the results of the chi-square test conducted to analyse

the relationship between advertisement influence and brand
preference across different categories. The calculated chi-square
value (X2Calculated = 43.37) exceeds the critical value (X2Tabulated = 9.488)
at a significance level of 0.05. Additionally, the extremely low p-
value (0.8.64*e- 09) indicates a highly significant relationship.
We have sufficient evidence to reject the null hypothesis.
Therefore, we reject the null hypothesis, suggesting that
advertisement efforts do have a significant influence on brand
preference across various product categories. This conclusion
underscores the importance of advertising strategies in shaping
consumer preferences and brand perceptions within the
surveyed population. Advertising and brand preference go hand
in hand. Ads make people aware of a brand, share its values, and
shape how it's seen. When a brand is portrayed positively in ads,
people are more likely to prefer it. individuals often choose
brands that match their values and connect with them
emotionally through the messages in advertisements. Consistent
positive messaging in ads can create a lasting impression,
influencing people's preferences over time
49
Chapter-8
CONCLUSION
 In practical terms, the analysis showed that there's a

significant difference in how men and women
show brand loyalty. This means that when it comes
to sticking with particular brands, there's a
noticeable variation between males and females in
our sample. However, while we can say there's a
difference, it's not clear whether one gender is
consistently more loyal than the other.The marketer
and researcher should take into account
demographic differences when designing branding
strategies and trageting specificconsumer segments.
 In summary, our analysis reveals a significant

relationship between brand experience and brand
preference across different categories. Positive
interactions with a brand lead to increased liking and
preference for that brand, while negative
experiences may deter consumers from choosing it.
Therefore, creating positive brand experiences is
crucial for building trust and loyalty among
consumers.
 Similarly, our findings indicate a significant

association between the easy availability of brands
and their preference across different product
categories. Brands that are easily accessible to
50
Consumers more likely to be preferred, as convenience
plays a significant role in consumer decision-making.
Ensuring easy availability can contribute toconsumer
satisfaction and brand loyalty.
 However, we found no significant relationship

between consumers' price perception and their brand
preference across different product categories. This
suggests that while some consumers may prioritize
price when making purchasing decisions, others may
place more importance on other factors such as
quality, brand reputation, or convenience. Ultimately,
understanding consumer preferences and needs is
essential for effective brand positioning and marketing
strategies
 The conclusion highlights the symbiotic relationship

between advertising and brand preference, wherein
advertisements raise awareness about brands,
communicate their values, and influence how they are
perceived. Positive portrayals in advertisements tend
to align with consumers' values, fostering emotional
connections and influencing their brand preferences
overtime. Therefore, consistent and positive messaging
in advertisements is essential for shaping consumer
perceptions and preferences, emphasizing the vital
role of advertising strategies in the competitive
marketplace.
51
Chapter-9
LIMITATIONS
While our study provides valuable insights into the

relationship between brand experience, brand preference,
and other factors across different categories, it's important
to acknowledge some limitations:
1. Sample Size: The size of our sample may not be

representative of the entire population, leading to
potential biases in the results.
2. Generalizability: Our findings are based on specific

demographics and geographical regions, limiting the
generalizability of the results to other populations.
3. Measurement Errors: The data collected may be

subject to measurement errors or biases, affecting the
accuracyof our analysis.
4. Self-Reporting Bias: Participants may provide

responses based on social desirability or other biases,
affecting the validity of the results
52
 IMPORTANT TERMS –
 Chi-Square Test: A statistical test used to determine

the association between categorical variables in a
contingency table, such as brand preference and brand
experience, by comparing observed frequencies with
expected frequencies.
 Null Hypothesis (H0): A statistical hypothesis that
assumes there is no significant relationship or
difference between variables, which is tested against an
alternative hypothesis.
 Alternative Hypothesis (H1): A statistical hypothesis
that suggests there is a significant relationship or
difference between variables, contrary to the null
hypothesis.
 Degrees of Freedom: The number of independent
pieces of information available to estimate a parameter
in a statistical model, calculated as the product of the
number of levels minus one for each variable in a
contingency table.
 P-value: A measure indicating theprobability of
obtaining the observed results of a statistical
test, assuming the null hypothesis is true; a lower p-
value suggests stronger evidence against the null
hypothesis.
 These terms provide a framework for understanding

the analysis conducted and the conclusions drawn
regarding the relationships between different variables
in the study.
54
53
Chapter-10
REFERENCE LIST
1. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E.

(2019). Multivariate data analysis (8th ed.). Cengage
Learning.
2. Kotler, P., & Keller, K. L. (2016). Marketing Management

(15th ed.). Pearson Education Limited.
3. Malhotra, N. K., & Peterson, M. (2018). Basic Marketing

Research: Integration of Social Media (5th ed.). Pearson
Education, Inc.
4. Marshall, G. W., & Johnston, M. W. (2019). Essentials of

Marketing Management (2nd ed.). Routledge.
5. Pallant, J. (2016). SPSS Survival Manual (6th ed.). Open

University Press.
6. Weisstein, E. W. (2022). Chi-Square Distribution.

MathWorld--A Wolfram Web Resource
7. Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M.

(2013). Business Research Methods (9th ed.). South-
Western Cengage Learning.
55
Chapter-11
APPENDICES
-:Questionnaire:-
Dear Respondent!
The information is used for study purpose only. The purpose of this survey is to explore BRANDING
EFFECT ON CONSUMER PREFERENCE.
Your response to this survey is crucial in providing the necessary information to us . The survey collects no
identifying information of any respondent. All the response in this survey will remain confidential.
Section (A). General Information :

1. Name : ………………
2. Sex - Male Female
3. Marital Status - Married Unmarried 4. Address :
(i) Village/Town :
(ii) Tehsil : (iii) State :
5. Mob. : …………………………...
6. . Email:…………...................
7. Occupation : …………………..
Section (B).
8. What do you mean by a Brand ?
1. High Quality 2. Good value added service
3. Competitive pricing 4. Better communication strategy
9. How much do you care about using Brands ?
1. Slightly 2. Not Much
3. Strongly 4. Never
10. Have you ever used branded products ?
YES NO
10.1 If Yes , in what segments have you used branded products ?
Clothes Electronics Mobile Personal care Other
10.2 If No , than the reason is –
1. Financial constraints 2. Brands not offer value for money
3. Doesn’t look attractive 4. Other
56
11 What attributes attract you to buy branded products ? (Rank from 1-4)
Brand name
Price range
Product design
Quality
Other
12 What influence you to buy branded products ?
a. Advertisement 2. Attractive packaging 3. Family/Friends 4. Other
13 Do you think branded products are better than unbranded products –
Yes No Sometimes Depends on article
14 Are you price sensitive customer - yes no
15 Will you stick on to buy the same brand’s product if it’s price increase
Yes No up to a certain limit in price increase
16 Will you like to switch your brand preference if another brand offers a significant price
discount on the same product & same quality ?
Yes No May be
17 Does country of origin can change your brand preference ?
Yes NO Depends on Article
18 Is there any delay between your purchase decision and actual purchase ?
1. Rarely 2. Depends
3. Everytime 4. Never
18.1 If there is any delay then the issue is –
a. Financial constraints
b. Waiting for more innovative products
c. Waiting for market response
d. Other.
57
19. The following statements describe your preference for branded products. Please mark the
number that best reflect in your opinion -
1 : Strongly agree 2 : Agree 3 : Neutral 4 : Disagree 5 : Strongly disagree
20.1 Clothes
(Choose only one response in each row)

1 2 3 4 5
1. Branded products meet your requirement better than unbranded products.
2. Branded products are easily available in your nearby market.
3. Visual appearance of brand is more creative.
4. Price of branded product is good indicator of its quality.
5. Brands make a strong impression on your visual sense.
19.2 ELECTRONICS & MOBILES

(Choose only one response in each row ) 1 2 3 4 5
1. Brands are more action oriented and focused on sensory appeal.

2. Brands have better communication strategy.
3. Branded products are more efficient and stable.
4. Brands offer value for money products .
5. Brands reflect your personality.
,19.3 PERSONAL CARE

(Choose only one response in each row) 1 2 3 4 5
1. Branded products are made of good quality.
2 Branded products easily available in local market.
3. Branded products are safe to use.
4. These products are reasonably priced.
5. Brands are aesthetically appealing.
58

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TABLE OF CONTENT

Chapter Page No.

- Effect of Brand Experience on Preferring Brands in Different

- Effect of Advertisement on Preferring Brands in Different

Table Table Name Page

Despite the wealth of knowledge available, the dynamics of brand

Objective: This project aims to uncover the factors influencing

 Identifying primary drivers of brand preference across product

 Brand Preference : Brand preference refers to the tendency of

 ADDITIONAL FACTORS SHAPING BRAND PERCEPTION AND

Digital Transformation: With the increasing digitalization of

Brand Authenticity and Transparency: In today's era of heightened

"Building Strong Brands" by David A. Aaker(1995): This book

"Strategic Brand Management: Building, Measuring, and

"Brandwashed: Tricks Companies Use to Manipulate Our

"Emotional Branding: The New Paradigm for Connecting

"Brand Sense: Build Powerful Brands through Touch, Taste,

"The Influence of Brand Trust and Brand Identification on

“How Branding Impacts Consumer Behavior" by Forbes: This

"The Role of Brand Authenticity in Building Brand Trust and

DATA ANALYSIS AND INTERPRETATION

Table 1.1.1: Gender Distribution

Gender Count Percentage

Fig.1.1.1 Gender distribution

The data presents a breakdown of the dataset by gender. It

Marital Status Count Percentage

Fig.1.1.2 Marital status

The data indicates that out of the total observations, 130

Gender Student Salaried Merchant Other

Student Salaried Merchant Other

The table outlines gender distribution acrossdifferent professions.

Perception of Brand Meaning Respondent

Consumer Perception On Brand Meaning

Fig.1.1.4 Customer Perceptions On Brand Meaning

The highest number of respondents, with 130 individuals

Table 1.1.5: Usage of Products among Respondents

Percentage of people who have used Branded

Fig.1.1.5 Usage of Products among Respondents

In our data out of the total sample of 200 respondents 180

Respondents who have used branded

ELECTRONICS AND MOBILE 144

0 20 40 60 80 100 120 140 160

Fig.1.1.6 Respondents usage of branded products in different

Factors attracting Purchase of Branded Products

Fig. 1.1.7 Factors attracting purchase of branded products

Table 1.1.8 Factors Influencing Purchase of Branded Products

Factor Influencing Purchase of Branded Products

Fig. 1.1.8 Factors Influencing Purchase of Branded Products

This suggests that marketing (Advertisement) visual appeal

Comparison of Branded and Unbranded

Fig.1.1.9 Comparison of Branded and Unbranded Products:Consumer Perception

The data illustrates the diverse range of consumer attitudes

Table 1.1.10.1 Loyalty to Brand Despite Price Increase

Price Sensitivity Among Customers

Fig. 1.1.10. Price Sensitivity Among Customers

Fig. 1.1.10.1 Loyalty to Brand Despite Price Increase

This indicates that a majority of respondents aresensitive to prices

Response Number of Respondents

Brand Loyalty and Price Sensitivity

Fig.1.1.11 Brand Loyalty and Price Sensitivity

Fig. 1.1.12 Effect of Country of Origin on Brand Preference by Consumers

Timing of Actual Purchase and Purchase Decision

0 20 40 60 80 100 120 140

Fig.1.1.13 Timing of Actual Purchase and Purchase Decision