A Study on Selection of Most Preferred Brands
The IUP Journal of Brand Management, Vol. XIII, No. 4, December 2016, pp. 24-33
Posted: 15 Dec 2017
Date Written: 2016
This paper identifies the brands most preferred by customers in selected product and service categories. This was done in two steps. In the first step, 300 respondents in the age category of 18-25 years were asked to list down the products or services they frequently use. Based on this, 38 products/services across seven categories were identified for further study. In the second step, 500 respondents in the same age group were asked to reveal their most preferred brand in each of the selected product categories. Some of the product categories were car, shampoo, health supplement, electronic items, etc. The top two brands used by the respondents in each category were identified. As the data collected was nominal, a Run test (a nonparametric test to check for randomness in the data) was applied to find out the most preferred brand out of two shortlisted brands in each product category. Maruti in cars, Colgate in oral care, Coke in soft drinks, Dettol in hand wash, Nike in sportswear, Samsung in mobile phones and Airtel among mobile service providers were identified as the most preferred brands in their respective categories.
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