Is branding a result of positive image in consumers' mind?

Abstract

This study was worked out not only to help students but also to lend a hand in the world of the business as well. Entrepreneurs will come to know about the perceptions of the people. It will be beneficial for them to understand that sometimes a brand has so deep affect on consumers' mind that they can go up to any extent to get their preferred brand. The entrepreneurs can figure out that by creating awareness among the masses they can lead the markets. A thorough literature review was conducted to find out the views of previous researchers about the topic and primary data was selected in form of questionnaires, which were filled out- by 99 respondents. One questionnaire could not be retrieved. The results were formulated by finding out the frequency distribution and weighted mean. The results showed that branding is necessary for entrepreneurs to create awareness among masses and the factors like price, quality, stock outs, common features of different brands, purchase decision of consumer and awareness do contribute towards the brand loyalty of consumers.