A study on the impact of Alpha Numeric naming on customer perceptions
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Date
2016Author
Phanindra, B.V.S.
Das, Deblina
Komali, Usse
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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.
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