BRAND PREFERENCE AND CUSTOMER SATISFACTION TOWARDS IMPULSE PRODUCT WITH SPECIAL REFERENCE TO ACTIVE GROUP

Abstract

Impulse company supplies various range of products and in this study the researcher have studied the printed material products alone. This study aims in understanding the reason for preferring the Impulse brand and their opinion towards the satisfaction is also observed. Brand preferring is the identity to any company that the customers are willing to prefer their products, which may lead to brand loyalty and that’s how a company shall increase their brand equity. In this research the factors attracting the respondents to buy the impulse are observed. This study shall the company to reframe their marketing strategy and to attract more new customers and delight the existing customers.