A Study on Consumer Behaviour towards Imitating Brands in Bathinda

Abstract

Imitating brands are look-alikes, which uses names, which are similar to soundings or are similar in visual appearance as that of original brands. The main reason for the increasing volume of these simulation brands is consumer demand. Therefore, studying consumer behavior rather than studying ways to reduce the copying is necessary. Thus, the Project titled A Study on Consumer Behaviour towards Imitating Brands in Bathinda was conducted during 2018. Primary data were collected from 100 respondents. Measures of central tendency, Tabular Analysis were used as analytical tools. Results of the study revealed that imitating brands are found in all most all product categories like chocolates, cigarettes, cold drinks, liquor, Namkeens etc. Consumer perceptions towards imitating brands were positive with context to pricing, availability and money value characteristics. Low price of imitating brand was the significant factors that affect purchase decisions, and there is the availability to follow brands on credit. Current studies show that the companies have to create awareness about the original brands with effective marketing strategies and the rural consumers have to adhere to the entry pricing strategies as they are more value sensitive.