ROLE OF DEMOGRAPHICS IN THE CLASSIFICATION OF BRAND DOFORMITY AND BRAND LOYALTY PERCEPTION OF CONSUMERS – A STUDY WITH REFERENCE TELECOMMUNICATION SERVICES IN CHENNAI

Abstract

The multinational Conglomerate companies in India operate their brands in different sectors such as energy, petrochemicals, natural gas, retail communications, mass media and textiles. Among the sector the telecommunications is increasing its momentum and gets their popularity due to the need and importance of customers in their day-to-day life. The main aim of this research is to classify the perception of telecommunication consumers over the factors of brand deformity in the study area and to find the role of demographic background of consumers of telecommunication services and their perceptual difference over brand deformity. The researcher used convenience sampling method and collected 600 usable responses and applied uniariate and multivariate statistical techniques and found that  the brand deformity is highly affected and decided by the six predominant factors namely market segmentation, product introduction, conspicuous changes, advertisement, offers and discounts and customer relationship management.