Brand Preference and Usage of Air Compressor in Coimbatore Textile Industry

Abstract

The topic of brand preference has drawn substantial attention in recent years as a field of study and it is fair to say that much has been learned. It is a dynamic field and many discoveries are still to be made. The study of brand preference possesses important problems for both marketers and customers. In the current scenario, where the competition is tough, customers choose according to their own will and pleasure and hence there exists a preference of brand. Moreover there are several factors which play a vital role in the decision making process of brand preference. There are numerous manufacturers marketing their Air Compressor under different brand names. Customers are aware and prefer a particular brand when it is available in the market. Moreover they make enquiries about the best brand available and they have realized that quality of the product matters most. Since branding plays an important role in determining the product‟s ultimate success or failure, the researcher has made an attempt to assess the brand preference and usage of Air Compressor in textile industry.