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http://hdl.handle.net/11718/21629| Title: | A study on the impact of Alpha Numeric naming on customer perceptions |
| Authors: | Phanindra, B.V.S. Das, Deblina Komali, Usse |
| Keywords: | Alphanumeric brand names;Alignment;Rounded numbers;Price;Technical upgrade |
| Issue Date: | 2016 |
| Publisher: | Indian Institute of Management Ahmedabad |
| Series/Report no.: | SP_2063; |
| Abstract: | The purpose of this study is to understand how consumers perceive alpha numeric brand names and thereby help marketers name their products and features to communicate the intended benefit effectively. This research investigates the way customers interpret alpha numeric brand names of a new generation product to arrive at a conclusion regarding its technical upgrade and thereby the extra price to pay compared to its old generation on providing aligned or non-aligned specifications of the product. |
| URI: | http://hdl.handle.net/11718/21629 |
| Appears in Collections: | Student Projects |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| SP_2063.pdf Restricted Access | 497.45 kB | Adobe PDF | View/Open Request a copy |
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