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A study of brand awareness regarding consumer durables in rural Haryana


Anju Duhan, R.S.Pannu, Rajiv Goyal and Pankaj Jain



Indian Journal of Economics and Development
Year : 2012, Volume : 8, Issue : 4
First page : ( 83) Last page : ( 89)
Print ISSN : 2277-5412.

A study of brand awareness regarding consumer durables in rural Haryana

Duhan Anju*, Pannu R.S.**, Goyal Rajiv***, Jain Pankaj****
*Choudhary Devi Lal University, Sirsa

**Professor, RRS, Uchani, Karnal, CCS HAU, Hisar

***Lecturer, BITS, Bhiwani

****Lecturer, GITM, Farukh Nagar, Gurgaon (Haryana)

JEL Classification: M00, L68

Online published on 1 August, 2013.

Today’s business environment is through-out competitive. Rural market is a world opportunity. There are so many products being launched every day in the market. So, it is difficult for a consumer or for marketers to differentiate the products. Brand name is the best way to solve this problem for both the consumer and the marketer. Brand gives an identity to a particular product. A good brand takes consumers from brand awareness to brand loyalty. It differentiates a product from the crowd. Brand name is the most important factor that effects the purchase decisions of almost all the consumers. The main purpose of the present investigation was to trace about the brand awareness among rural consumers. A survey was done to know the effects of brand name on rural consumer’s purchase decision regarding the durables like television, refrigerator and washing machine. The survey has found that there were many issues faced by rural people when they decide about brand of a particular product to use. The results show that brand awareness is increasing day by day among rural population due to effect of information technology.

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