RELATIONSHIP BETWEEN BRAND PREFERENCE AND CUSTOMER DEMOGRAPHIC PROFILE: A STUDY OF TELECOM SECTOR

Abstract
Understanding brand preferences of consumers has always been an area of great interest for brand researchers and marketers. This study has been undertaken to explore the relationship between the demographic variables and brand preferences of consumers for different telecom services of BSNL and RCOM. This research is descriptive and quantitative in nature. For the purpose of this study, a non-random sampling technique - convenient sampling method was used to select the sample. Total 422 consumers’ data was collected from four different cities in western Uttar Pradesh. Out of which 400 questionnaires were considered fit for data analysis. PASW.18 was used for the purpose of data analysis. The study finds that demographic variables have association with the consumer brand preference for various telecom services offered by BSNL and RCOM.

Authors
Pankaj Jain
Amity University Rajasthan, India

Keywords
Brand Preference, Demographic Variables Telecom Services
Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 2 , Issue: 1 )
Date of Publication :
February 2016

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