The Importance of the Brand Name on Consumer Purchase Decision

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Submitted in partial fulfillment
of the requirement
for Post Graduate Program in Business Management.



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.



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.


Introduction 5
Role of Brand name in purchase decision 8
Influence of branding on
Consumer & commercial market 9

Methodology 15
Analysis 16 Conclusion 22
References 24 Questionnaire …………………………………….. 25


The American Marketing Association defines the brand “as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller of group of sellers and to differentiate them from those of competitors”. One word, one symbol summarizes an idea, a sentence, and a long list of attributes, values and principles infused into the product or service.

Consumer evaluations for with brand identified products are divided into two dimensions: functional dimensions (product attributes - tangible or physical attributes and symbolic dimension (brand name - intangible attributes, or images added to the product due to its brand name.

Why brand name has big importance is that it is closely related to brand equity and brand identity. The name is among the most powerful sources of identity. A brand encapsulates identity, origin, specificity, and difference. It evokes this information concentrate in a word or a sign. This is why brands are vital for business exchange: when faced with, say, hundreds of personal computers, a buyer can use brands to structure this selection, to segment it, helping him to decide what he wants, looking toward the products whose brands indicate that they will satisfy his expectations, needs, or wishes. It has been shown that when subjects are presented with a given set of information including brand name, under certain situations the brand name will be used as a predictive cue.

Whether considering what to have for lunch or which car to buy, consumers typically undergo a linear, multi-phased process when making a purchase...
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