Eco- Friendly Technologies of Titan Company with Special Reference to Brand Equity and Preferences of Titan Watches in Salem City

Abstract

Brand equity has been examined from financialand customer-based perspectives. This paper will only study the customer-based brand equity which refers to the consumer response to a brand name. The aims of the study are to review the dimensions of customer-based brand equity by drawing together strands from various literature and empirical studies made within the area of customer-based brand equity. Results of this study shows that Demographic factors like age (31-40), Family income per Month (above 50,000), Education (Post Graduation) and occupation (Business) plays major role on Brand Equity and preferences of Titan watches. And Sex does not play major role on Brand Equity and preferences of Titan watches.