CHAPTER ONE
1.0 INTRODUCTION
In the increasing competitive environment of this day and age, establishments are developing a variety of strategies in order to outsmart their competitors and to become preferable by consumers, and are making a serious effort for this objective. One of the most important competition weapons of establishments against their competitors is their brand. If establishments manage to create brand loyalty among consumers, they can surpass their competitors with minimum costs. Thus, establishments will be able to reach their short term and long term goals with lower costs, less effort and in a shorter period of time compared to their competitors.
Technological advancement has changed the outlook of obtaining and delivering quality education-making the use of laptops and other digital dairies the integral part of today’s student’s study kit. Irrespective of the geographic location or the economic situation, no matter which economy of the world we talk about, the number of users of digital dairies are increasing at a rapid speed.
Most of the products being sold in the market today are identified by their names. The name which helps the buyers in recalling the product instantly is known as brand name. It creates an image in the minds of perspective buyers. It is for the purpose of identification of product, it becomes more crucial in the consumer durable market where buying decisions of the consumers are based on the brand perception.
STATEMENT OF THE PROBLEM
A customer tends to purchase the brand which he can instantly recall at the thought of buying a product. In general, in most cases students are indifferent in choosing the brand, since a lot of close substitutes are available in the market. Due to technological and knowledge up-gradation, today’s student’s prefer to opt for branded