A consumer’s decision to buy a product is the result of interplay of many factors. The process of choosing is a complex phenomenon. Selection of a product or service goes through a set of stages, especially for the selection of durable products. The customer has to spend much time to think,...

A Brand is an intangible element, it has no objective existence. Branding is merely a perception on the minds of the end users. The marketing activities create a brand image in the minds of the consumers, which directly affects the buying behavior. People buy the products based on the brand...

A Brand is an intangible element, it has no objective existence. Branding is merely a perception on the minds of the end users. The marketing activities create a brand image in the minds of the consumers, which directly affects the buying behavior. People buy the products based on the brand...