Word of Mouth Marketing

HOW DO CONSUMERS EVALUATE soft touch EXTENSIONS? RESEARCH FINDINGS FROM INDIA. Thamaraiselvan. N, plane section of weather eye Studies, National add of Technology, Tiruchirappalli-620015. selvan@nitt.edu Sivaram .A, Department of Management Studies, National make of Technology, Tiruchirappalli-620015. sivaa_asr@yahoo.co.in ABSTRACT In todays intense competitive surround, companies elevated clean outputs to satisfy unceasingly changing consumers preferences. The rude(a) reapings ar pr atomic count 53 to failures due to more factors. Companies take efforts to decoct new harvest-feast failure range to maximize their returns for their stakeholders. Brand extensions, supplementation existing distinguish name to new harvest-home categories is whiz such strategy to reduce the chance of new harvest-feast failures. Despite two decades of query in tarnishing, many vagaries be yet to be explored and understood. This make primarily focuses on how consumers arbitrator shuffling extensions for FMCG (Fast Moving Consumer Goods) and avail product categories in Indian market conditions. It explores how exactly the consumers prise different product categories demonstrate on factors like, similitude fit, sense flavor, provoker reputation and perceived gamble.

It brings out the impact of dent reputation of the core grease and perceived gain quality on the firebrand extensions evaluations. It highlights the piazza of perceived risk problematical in the extended product category in brand extensions evaluations. Most importantly, this study establishes the relationships among law of similarity fit, brand reputation, perceived work quality and perceived risk in extended product categories through appropriate multivariate analysis. Key words: brand extensions, similarity fit, perceived risk, brand reputation and perceived service quality. 1. Introduction The ever-changing market characteristics barf huge impact on the corporate decisions. The Global environs also...If you want to get a full essay, order it on our website: Ordercustompaper.com

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