UNIVERSITY OF MUMBAI

PROJECT ON EFFECT OF BRAND IMAGE ON CONSUMER TASTE PREFERENCE

MASTER OF COMMERCE (MANAGEMENT) SUBJECT: MARKETING STRATEGY SEMESTER I (2012-13)

SUBMITTED BY NISHA PUNJABI ROLL NO. 671

PROJECT GUIDE Dr. LASUNE

Lala Lajpat Rai College of Commerce, 315 New Charni Road, Mumbai- 400004

MASTER OF COMMERCE (MANAGEMENT)

SUBJECT: MARKETING STRATEGY SEMESTER I (2012-13)

PROJECT ON EFFECT OF BRAND IMAGE ON CONSUMER TASTE PREFERENCE

SUBMITTED BY NISHA PUNJABI ROLL NO. 671

CERTIFICATE

This is to certify that Ms. Nisha Punjabi of M.com Management Semester 1st (2012-13) has successfully completed the project on 'Effect of Brand Image on Consumer Taste Preference' under the guidance of Dr. Lasune.

Project Guide

__________________________

Course Coordinator

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Internal Examiner

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External Examiner

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Principal

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Date: ___________ Place: Mumbai

DECLARATION

I Ms. Nisha Punjabi, student of M.com (Management) 1st Semester (2012-13), hereby declare that I have completed the Project on 'Effect of Brand Image on Consumer Taste Preference'.

The information submitted is true and original to the best of my knowledge

Nisha Punjabi

(Signature)

ACKNOWLEDGEMENT
This project was a great learning experience and I take this opportunity to acknowledge all those who gave me their invaluable guidance and inspiration provided to me during the course of this project by my guide.

I would also like to thank the Dr. Lasune and the M.COM department of Lala Lajpat Rai College who gave me this opportunity to work on this project which has helped me explore the intricacies of the world of international finance step ahead of just theoretical knowledge provided during the course of this curriculum.

I would also like to extend my gratitude towards the library staff for equipping me with the basics that helped me throughout the making of this project. I am also thankful to all my friends and fellow students who helped me in the cause of my project

Nisha Punjabi Roll no. 671 M.Com (Management)

TABLE OF CONTENTS

SR. NO 1 2 3 4 5 6 7 8 9 10 Introduction Need for Branding

TOPIC

PAGE 6 7 9 13 16 22 23 25 43 45

Consumer Behaviour Model Impact of Branding on Consumer Behaviour Role of Celebrity in Branding and its impact on Consumer Preference Effect of Brand Evolution on Consumer Taste Preference Effect of Consumer Perceived Risks on Brands Examples of Branding affecting Consumer Preference Conclusion Bibliography