Impact of promotional channels on the consumer's perception of brands

Abstract

This study tries to find out how customers perceive and evaluate the different brand contact points such as television, magazines, product displays etc as an information source for creating awareness about the brands and variants in the markets in the markets and the role of these contact points in influencing their buying behavior . The study has been conducted by using grounded theory approach. The products we have looked at are Toothpastes, Ice- creams and cars. All the three products exhibit a distinct buying the customers, hence the need to study and compare the most effective contact points in each of the product categories, Which can influence customers's attitude and behavior towards a brand.