INTRODUCTION
PURPOSE
The purpose of this report is to identify various consumer reactions towards a NEW BRAND and a BRAND EXTENSION. On the basis of these reactions we try to reach a conclusion whether to go for a brand extension or a new brand.
In this research we have taken a hypothesis that “CONSUMER PREFERENCE TOWARDS A NEW BRAND OR A BRAND EXTENSION.”
The products that we have selected are ATTA as the functional product and APPAREL as the prestigious product.
BACKGROUNG
There are various private labels available in the market for both Atta and Apparel. Private label products or services are typically those manufactured or provided by one company for offer under another company's brand (Private label goods and services are available in a wide range of industries from food to cosmetics to web hosting). Atta is Indian wheat flour used to make various items such as chapatti, roti, naan etc. Apparel is basically the clothing that is used by people across the world made of fibre and textile.
To introduce a new brand or a brand extension in the market both for atta and apparel it is important for us to know as what are the perceptions that consumers have for the existing available brands. So to get a hint of the consumer perception two fictitious brands have been selected by our group that are “Fresh and Pure” and “Stop”. On the basis of the results that we draw from our research with these two fictitious brand we will try to reach a conclusion whether to go with brand extension or a new brand.