literature review
Dr. Ramesh Sardar (2012) in his article "The Preference of the passenger car brand in the Aurangabad district" detailed that the analysis of the marketing, consumer behavior and preference of the passenger car brand Performs in the Aurangabad district of the state of Maharashtra. As a result, it focused on an industry in which brands, marketing knowledge and distribution networks have been important determinants in the growth and survival of companies. He reaches different conclusions. The article illustrates the analysis and interpretation of the data. Finally, it concludes with conclusions and recommendations from the study that may be useful to the general public, since even manufacturers and distributors can understand the dimensions that reflect the brand preference of the passenger cars and the impact of all these factors on the satisfaction of the client.
Dr. Shendge (2012) in his study "A comparative study of consumer preference towards Cadbury and Nestlé chocolates with special reference to the Navi Peth area in the city of Solapur" since chocolate is appreciated and eaten by all ages .
Attiya Kanwal (2011) in his study "Consumers' preference of international brands over local brands" in order to determine the preference of consumers of international brands rather than national or local brands. The consumer evaluates products based on information signals, which are intrinsic and extrinsic. If a consumer is satisfied with a product, he will buy it again, become loyal and eventually develop a relationship with the brand. There are several factors that influence the consumer buying decision. The price of a brand plays a fundamental role in the choice of the consumer of the brand. If a brand has a price too high then a consumer will avoid it. The price of a brand is an indication of the quality of the brand as well. The country of origin of the products is another sign used as a sign of quality of a product. The products of the developed countries are perceived as of better quality. Other factors are fashion, family and friends, brand, availability, advertising campaigns, etc. The sample for this research is taken from Islamabad and Rawalpindi. Simple random sampling was the technique used and the sample size was 100. Data collected for the research were through a questionnaire, which was distributed among men and women of different age groups and income levels. The calculations were then analyzed and interpreted using the percentage of respondents and the frequency distribution. Consumers are considered as giving preference to international brands if they are asked to choose between an international brand and a national brand. Consumers believe that international brands are of better quality, more durable and reliable. In addition, they are more than price and quality conscious and not very loyal to the brand. Local businesses need to emphasize the quality of their products in the ads and their ads should be more targeted and up-beat to attract the younger market segment.
Kaberi Bhattacharyya (2011) in his study "The role of the media in influencing customer choice: some comments" said a brand has come to the market, is alive and kicking or simply pulling. Similarly, generations of customers are known that a brand is still relevant in the changing context of time and space. Taking advantage of the charm of audio and video, brands engulf our senses and become an intrinsic part of our lives. While the confidence gained by them is directly proportional to their attributes and functionalities, the buzz created around the brands by the media helps them break through the clutter of competition and stay vibrant in the minds of consumers. Creative juices give birth to a myriad of themes, processes, colors and themes, and familiar and not-so-familiar faces carry them forward. Although ads traditionally remain the anchor of the leaf, brands use other techniques above the line and below the line to gain an advantage or grab the eyeballs. All this has definitely fueled consumerism and the responsibility to develop the consumer culture that has taken a vice as the grip of our lives and its catastrophic impact on the natural environment can be largely attributed to the expanding media. But the irony is that it is the media again who have declared these bad deeds to the public and implicated corporations or brands in confusion. This has again encouraged these brands or their mentors to participate in clean or green activities that resurrect their image wholeheartedly.
