PREFERENCE OF YOUTH TOWARDS FOREIGN BRAND AND INDIAN BRAND

INTRODUCTION

Brand is very crucial for any industry or company. For, the consumer are reluctant to try out unknown brand. And brand loyalty is fickle . Companies know this tenet which is why they work relentlessly towards brand building .

The emerging post WTO scenario we are in for greater brand clutter with thousand of brands entering in the market and the battle for occupying mind space for preference level is most likely to be seen on the television.

Media inflation is on the rise and brands are going to be built through diifferent promotion channel for making their brand preeferred. This disseration will look at the preference level of youth towards foreign and indian brand and foreign brand.

The main objective of my disseration is to understand the preferrence of youth on Indian and foreign brand by taking into considearation various attributes . As foreign brand are entering the indian market thus affecting the preferrrence level of consumers

BRANDING

A successful brand is the most valuable resource a company has. In fact, one authority spectulates that brands are so valuable that companies will soon include a “statement of value” addedum to their balance sheets to include intagibles such as the value of their brands . Brands are used as external cues to taste, design, qualify, prestige, value, and so forth. For example , the value of Kodak, Sony, Coca-cola, Toyota and Marlboronis indisputable.

PRODUCT ATTRIBUTES

Use /Application User/Customer Celebrity/Celebrity Lifestyle/Personality Competitors

CONSUMER BUYING BEHAVIOUR

The consumer buying process is a complex matter is many internal and external factors have an impact on the buying decisions on the consumer.

When purchasing a prodect there several processes , which consumers go through .

TYPES OF CONSUMER BUYING BEHAVIOUR1. Problem /Need Recognition 2. Information search3. Evaluation of different purchase

options4. Purchase decision5. Post purchase behaviour

BRAND CREATION MODEL :

1. Inception of an idea or product 2. Name or symbol of product3. Successful launch of product4. Brand recognition5. Top of mind recall

CONCLUSION The preference for Indian brand is

maximum in mind of the youth. The satisfaction level of youth towards Indian brand is maximum as compared to foreign brand . Still Indian brand is leader in the textile market with reference to youth .

With the increasing globalization of world markets , giant multinational companies have begun competing with each other ,rather than their demestic rivals to enlarge their market.

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