📄 Abstract
Although brands can signal reputation and serve as proxies for trust, consumer preferences for attributes may differ for branded and non-branded products. The authors of this paper test this hypothesis using data from a particular experiment conducted with Italian jeansâ?? consumers. The results indicate that consumers appear uncertain when there is an absence of a brand; non-brand-oriented consumers ascribe greater importance to the attributes of a product, with emphasis on those that relate to the product model (fit, comfort, design). Price is important for both types of consumers. Factor and cluster analyses permit identification of elements for the positioning strategies of brand and non-branded products. For marketing managers, it is important to know the consumerâ??s perception of the productâ??s characteristics and, accordingly, adopt specific communication and positioning strategies.
🏷️ Keywords
📚 How to Cite:
Dr.Jayasubramanian.P, Mr.Kavinraj.K , A STUDY ON PROBLEMS AND PROSPECTS OF BRANDING AND NON BRANDING PRODUCTS , Volume 8 , Issue 5, may 2023, EPRA International Journal of Research & Development (IJRD) ,