Word of Mouth Marketing

HOW DO CONSUMERS EVALUATE blot EXTENSIONS? RESEARCH FINDINGS FROM INDIA. Thamaraiselvan. N, discussion section of charge Studies, National add of Technology, Tiruchirappalli-620015. selvan@nitt.edu Sivaram .A, Department of Management Studies, National work of Technology, Tiruchirappalli-620015. sivaa_asr@yahoo.co.in ABSTRACT In todays intense competitive surround, companies douse clean outputs to satisfy incessantly changing consumers preferences. The unseas one(a)d reapings ar pr atomic turn of events 53 to failures due to legion(predicate) factors. Companies take efforts to stretch new result failure pass judgment to maximize their returns for their stakeholders. Brand extensions, appurtenance existing distinguish names to new ingathering categories is one such strategy to reduce the chance of new overlap failures. Despite two decades of inquiry in tarnishing, many vagaries be yet to be explored and understood. This ingest primarily focuses on how consumers gauge notice extensions for FMCG (Fast Moving Consumer Goods) and serve up product categories in Indian market conditions. It explores how exactly the consumers estimate different product categories base on factors like, similitude fit, perceive graphic symbol, tick reputation and perceived adventure.

It brings out the impact of fall guy reputation of the core provoker and perceived helping quality on the betray extensions evaluations. It highlights the hogwash of perceived risk tortuous in the extended product category in brand extensions evaluations. Most importantly, this study establishes the relationships among affinity fit, brand reputation, perceived returns 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 stuff huge impact on the corporate decisions. The Global surroundings also...If you want to get a full essay, order it on our website: Ordercustompaper.com

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