Consumer Brand Preference of Laptops in Madurai District

Abstract

Branding not only gives separate identity and easy recognition to the product but it also creates special brand preference and brand loyalty. Branding is a powerful instrument of demand creation and demand retention. Selective demand for a company's brand rather than a product; the degree to which consumers prefer one brand over another. In an attempt to build brand preference advertising, the advertising must persuade a target audience to consider the advantages of a brand, often by building its reputation as a long-established and trusted name in the industry. If the advertising is successful, the target customer will choose the brand over other brands in any category. With this background, the researcher made an attempt to analyse the brand preference of laptops.