International Journal of Scientific and Research Publications

IJSRP, Volume 6, Issue 8, August 2016 Edition [ISSN 2250-3153]


Factors Influencing Youth Brand Preference associated with Purchase of Laptop: Evidence from the University students of Karachi
      Muhammad Faisal Sultan, Noor Ahmed Memmon, Shakil Amhed
Abstract: Initial research work conducted defined brand as “A trademark that conveys a promise”. (Phillips, 1988) while the other research define brand as “The sum of all marketing mix elements” (Keller, 2002) or we can simply we can define brand as any characteristic or attribute which make one seller distinguished with respect to another. A brand can also be used as the well build and long term tool which is ideal for the purpose of differentiating company’s offerings and also for building long lasting image in the customer’s mind. (Khan & Rohi, 2013) Moreover brand is also used for the development of specific association in the minds of the target market. (Chimbozand & Mutandwa, 2007) While brand choice is the term we use to point out the preference of any brand. That means this term is used to evaluate the level of demand of any specific brand in competition with the other brands of the same category available in the market. (Khan & Rohi, 2013)

Reference this Research Paper (copy & paste below code):

Muhammad Faisal Sultan, Noor Ahmed Memmon, Shakil Amhed (2018); Factors Influencing Youth Brand Preference associated with Purchase of Laptop: Evidence from the University students of Karachi; Int J Sci Res Publ 6(8) (ISSN: 2250-3153). http://www.ijsrp.org/research-paper-0816.php?rp=P565705
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