A STUDY ON BRAND PREFERENCE WITH REFERENCE TO JPEE ALLOYS, COIMBATORE

Abstract

Success in brand management arises from understanding and managing brand equity correctly to produce strongattributes that will influence consumers to prefer for that particular Brand. This research focuses on various factors that influence the brand preference of the product and perceived qualityonconsumer’s perceptions of a brand. A structured questionnaire was constructed to provide answers to the researchquestion. In this study, fifty questionnaires were realized. The study aims to analyze various brand factors that influences go for JPEE alloys, Coimbatore. The study is based on primary data collected by the various respondents of the company and the secondarydatacollected by the company records and company website. In this study tools used are simple percentage methodandchi-square test. The findings and results of the study will help to identify the customer’s perception level and find out ways for sorting out an efficient methodology to serve and sustain customers.