Influence Of Branding On Consumer Buying Decision
INTRODUCTION
The Footwear Industry is a significant segment of the Leather Industry in India. India ranks second among the footwear producing countries next to China. The industry is labour intensive and is concentrated in the small and cottage industry sectors.
While leather shoes and uppers are concentrated in large scale units, the sandals and chappals are produced in the household and cottage sector. India produces more of gent’s footwear while the world’s major production is in ladies footwear. In the case of chappals and sandals, use of non-leather material is prevalent in the domestic market.
The major production centers in India are Chennai, Ranipet, Ambur in Tamil Nadu, , Mumbai in Maharastra, Kanpur in U.P. , Jalandhar in Punjab, Agra and Delhi.
The Branding Game
What is a brand? A name for a product, an image, a perception or an experience?
We use so many brands everyday and many a times do not even notice them. How do you start your day? Brush your teeth with a Colgate tooth brush and a Close-up toothpaste, shave with your Gillette Sensor Excel, bathe with your Cinthol soap in your Spartek tiled bathroom. What do you have for breakfast everyday †Britannia Bread, Amul Butter, Kissan Jam or Kellogg’s cornflakes, with a glass of Gokul milk or a Tropicana juice?
Just look around on your office table and you will find a few more of them - your HP computer with an Intel chip, a Reynolds pen, a Siemens telephone, a Casio calculator and a digital dairy, your Nokia mobile. Go home and you will switch on your Orient fan and Phillips television, and munch on Lays chips, drink a Taj Mahal Tea and a few Monaco biscuits with it. If you plan to cook a Biryani for dinner, you will probably make it with Kohinoor Basmati Rice, Vijaya Ghee, Everest Biryani Masala, Safal frozen peas.
All of us today may be using at least 50 brands everyday and we do not even realize it. But somewhere in the mind, there is etched a name which is instantly recalled when one...
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