“DO LEADING BRANDS NEED TO HAVE THE BEST QUALITY PRODUCTS?”

Abstract

When we go to a market to buy a product, what do we take into consideration when there are several options available in the same price range? Well of course it’s not just one thing. This dissertation shows what are the factors and elements that a consumers takes into account when he is about to make a decision to buy a product. The study was conducted for different groups of people like different household income , age group and gender and tries to figure out what are such criterion that people take into account when they make a decision while buying a product and to what extent do they affect their buying behaviour. The comparison amongst such factors is carried out. The factors were divided into three groups considered for this project. 1. Customer Attitude 2. Quality Attributes 3. Firm’s Marketing Strategies In the end it turns out that the quality of the product matters the most then comes the customer’s attitude and behaviour towards the product and then plays the effect of Firm’s marketing and positioning strategies.