The Importance of the Brand Name on Consumer Purchase Decision
“THE IMPORTANCE OF THE BRAND NAME ON CONSUMER PURCHASE DECISION”
Dissertation
Submitted in partial fulfillment of the requirement for Post Graduate Program in Business Management.
ISB&M
Logo
2006-2008
Guide By - Banasree Paul
Sovan Nandi Roll No.-p/mn/c/06/043
This is to certify that the present study,
“THE IMPORTANCE OF THE BRAND NAME ON CONSUMER PURCHASE BEHAVIOUR “ has been carried out by BANASREE PAUL, under my direct supervision. I am glad to forward this for the partial fulfilment for PGPBM.
( ) PROF. SOVAN NANDI
ACKNOWLEDGEMENT
A research always helps in understanding more than the main topic of the research. I realized it even better during the Dissertation Project. The completion of the project would not have been possible without help, guidance, support and inspiration of certain people who acted as guides, friends and torchbearers along the way. I express my deepest and most sincere thanks to my faculty guide Prof. Sovan Nandi, I S B & M, Kolkata for his able support and guidance. Thanking him is a small gesture for the generosity shown.
I would also like to express gratitude to my family, friends and all the other people who have directly or indirectly helped me to keep myself focused and to attain my goals during these times and helped me in the completion of this project. Their enthusiasm and constant support kept me going throughout the completion of this project.
TABLE OF CONTENTS
Introduction 5
Role of Brand name in purchase decision 8
Influence of branding on
Dissertation
Submitted in partial fulfillment of the requirement for Post Graduate Program in Business Management.
ISB&M
Logo
2006-2008
Guide By - Banasree Paul
Sovan Nandi Roll No.-p/mn/c/06/043
This is to certify that the present study,
“THE IMPORTANCE OF THE BRAND NAME ON CONSUMER PURCHASE BEHAVIOUR “ has been carried out by BANASREE PAUL, under my direct supervision. I am glad to forward this for the partial fulfilment for PGPBM.
( ) PROF. SOVAN NANDI
ACKNOWLEDGEMENT
A research always helps in understanding more than the main topic of the research. I realized it even better during the Dissertation Project. The completion of the project would not have been possible without help, guidance, support and inspiration of certain people who acted as guides, friends and torchbearers along the way. I express my deepest and most sincere thanks to my faculty guide Prof. Sovan Nandi, I S B & M, Kolkata for his able support and guidance. Thanking him is a small gesture for the generosity shown.
I would also like to express gratitude to my family, friends and all the other people who have directly or indirectly helped me to keep myself focused and to attain my goals during these times and helped me in the completion of this project. Their enthusiasm and constant support kept me going throughout the completion of this project.
TABLE OF CONTENTS
Introduction 5
Role of Brand name in purchase decision 8
Influence of branding on