Abstract:
The topic for research is II Brand associa tion and consumer perception of value of products". This topic is divided into three categories i.e. soft drinks, toiletries and sports wear. A comparison between different brands is done in each category.Both the brands
of each category are perfect competitors of each other in their respective fields.
The respondents are the consumers living in the twin cities of Rawalpindi and Islamabad. The sample consists of students and salaried people. The institutions which were targeted are Bahria University, Iqra University, Citi bank and ABN Amro bank. As there is a lot of competition in the market these days because every product has a substitute competing with it available In the market, branding has become very important for firms to survive in this tough environment.Organizations are pouring millions of rupees in order to achieve a good brand image and awareness In the market so that they can dominate their competitors. Good branding techniques are very important for a firm In order to differentiate themselves from others and gain a good market share to survive. The respondents are asked about their preferences for various brands in their respective categories based on various attributes like brand image, association, quality, taste, price, availability etc. The sample is equally distributed among the target segment. After the interpretation and analysis of responses generated by the questionnaires it can be easily concluded that branding plays an important role in consumer priority and perception of value of products. The main conclusion of the study is that the key branding elements do influence the consumer buying preferences.
