A COMPREHENSIVE PROJECT ON THE STUDY OF

CONSUMER BEHAVIOUR RELATED TO

DIFFERENT BRANDS

SESSION-2022-23

GUIDED BY:- SUBMITTED BY;-

Ms. Sanchita Mohanty Name: - Sandhya Thapa
Lecturer In Commerce College Roll No-
Registration No-
Class: -+2 2nd Year [Commerce]

Subject: - Business Studies Management

WOMEN’S COLLEGE JHARSUGUDA (ODISHA)

SAMBALPUR UNIVERSITY
 ACKNOWLEDGEMENT

I would to express my special thanks to our mentor MISS.

SANCHITA MOHANTY for her time and efforts she provided
throughout the year. Your useful advice and suggestions were really
helpful to me during the project’s completion. In this aspect, I am
eternally grateful to you.
Finally, I would like to thank my parents and friends who have helped
me with their valuable suggestions and guidance and have been very
helpful in various stages of project completion.

Signature of student
+2 2nd year commerce
 CERTIFICATE

This is to certify that the project entitled “STUDY OF CONSUMER

BEHAVIOR RELATED TO DIFFERENT BRANDS”
Submitted by “Sandhya Thapa” of class +2 2nd year COMMERCE is
in accordance to her. It embodies the work done by under the
supervision and guidance of MISS. SANCHITA MOHANTY
(Teacher of WOMEN’s COLLEGE JSG).

Signature of the teacher

 Content
Consumer Introduction
Behaviour Definition
Features
Types
How to understand consumer behaviour

Consumer What is consumer

Consumer rights
Consumer protection Act
Consumer responsibilities

Customer What is customer

Key take ways of customer
Understanding customer
Customer studying
Customer service
Customer vs consumer
Types
Characteristics
Customer needs
Customer benefits
Brand What is brand
Different types of brand service
Geographical brand
Other types of brands
Eleven powerful types of brands to elevate
Your business

Conclusion
Refrence

DICLARATION
INTRODUCTION TO CONSUMER BEHAVIOUR

Consumer Behaviour is the study of how individual customers,

groups or organizations select, buy, use, and dispose ideas, goods, and
services to satisfy their needs and wants. It refers to the actions of the
consumers in the marketplace and the underlying motives for those
actions.
The study of consumer Behaviour assumes that the consumers are
actors in the marketplace. The perspective of role theory assumes that
consumers play various roles in the marketplace. Starting from the
information provider, from the user to the payer and to the disposer,
consumers play these roles in the decision process.
Consumer Behaviour is a complex, dynamic, Multidimensional
process and all marketing decisions are based on the assumptions
about consumer Behaviour which includes communicating,
Purchasing, and consuming, interacting.

Meaning and Definition:

Consumer Behaviour is the study of how individual customers,
groups or organizations select, buy, use and dispose ideas, goods, and
services to satisfy their needs and wants. It refers to the actions of the
consumers in the marketplace and the underlying motives for those
actions.
In the words of Engel, Blackwell, and Mansard, “consumer Behaviour
is the actions and decision processes of people who purchase goods
and services for personal consumption”.
According to Schiffman “Consumer Behaviour is defined as
Behaviour that consumers display in searching for purchasing, using
evaluating and disposing of products and services that expect will
satisfy their needs”.
Features of Consumer Behaviour:

1. Influenced by various factors:

● Marketing factors such as product design, price, promotion,
packaging, positioning and distribution.
● Personal factors such as age, gender, education and income level.
● Psychological factors such as buying motives, perception of the
product and attitudes towards the product.
●Situational factors such as physical surroundings at the time of
purchase, social surroundings and time factor
● Social factors such as social status, reference groups and family.
2. Undergoes a constant change: Consumer Behaviour is not
static. It undergoes a change over a period of time depending on the
nature of products.
3. Varies from consumer to consumer: All consumers do not
behave in the same manner. Different consumers behave differently.
The differences in consumer Behaviour are due to individual factors
such as the nature of the consumers, lifestyle and culture.
4. Varies from region to region and country to county: The
consumer Behaviour varies across state, region and countries. It may
differ depending on the upbringing, lifestyles and level of
development.
5. Information on consumer Behaviour is important to the
marketers: Marketers need to have a good knowledge of the
consumer Behaviour. They need to study the various factors that
influence the consumer Behaviour of their target customers. Ex.
Product design/model, pricing, packaging, positioning, promotion of
product etc...
Consumer Behaviour Types
● Experts agree that there are four main types of consumer behaviour:
1. Complex-buying behaviour
2. Dissonance-reducing buying
3. Habitual buying behaviour
4. variety-seeking buying behaviour
Studying these behaviours can help marketers understand the types of
things that may, and may not, influence a purchasing decision.
For example, individuals who are looking to buy an expensive item,
such as a boat, are going to be influenced by different factors than
individuals who are researching a less expensive purchase, such as a
hair dryer. Understanding the factors that can influence a consumer to
say yes instead of no can help in designing targeted marketing
strategies.

How to understand consumer behaviour

One of the most important aspects of any business is understanding
who your customers are. Without this knowledge, it can be difficult to
create content, design products or market your business in a way that
appeals to them.
In this post, we will define the idea of consumer behaviour in
marketing and discuss some methods for understanding your
customers so you can know them on a deeper level. This allows you
to create a customer base that is more loyal and likely to return to
your business.
Consumer behaviour towards a product includes everything from the
initial decision to buy it, to how they use it and whether or not they
continue to purchase it in the future. There are a number of factors
that can influence consumer behaviour, including
Personal — age, gender, and income
Social — family and friends
Cultural — religion and traditions
Psychological — motivation, perception, learning
Consumer psychology in particular is an important field of study
within marketing as it helps businesses to understand why people
make the decisions they do. You can find out more about consumer
psychology with Coventry University’s Consumer Behaviour and
Psychology course
● Why consumer behaviour is important for businesses
Understanding consumer behaviour is important for businesses
because it can help them to make better decisions about their products
and services. By understanding why people purchase certain products
and how they use them, businesses can adapt their offerings to better
suit the needs and wants of their target market.
● What is customer insight?
Customer insight is the process of understanding your customers on a
deeper level. This includes understanding their needs, wants,
behaviours and motivations.

Customer insight can also help you to understand:

●How your customers interact with your business

●they think of your products or services
●they continue (or don’t continue) to do business with you

● customer insight can be used for

Below, we discuss some of the top uses of customer insight so you
can see why it’s worth learning more about. You’ll find that your
business can benefit in a number of ways by implementing customer
insight strategies.

Hyper-personalisation
By understanding your customers on a deeper level, you can create a
more personalised experience for them. This could include things like
tailoring your marketing messages or product recommendations to
their specific needs and interests. Gathering data for hyper-
personalisation can be done through browser history, purchase history
and even social media activity.

What is Consumer?
A consumer is a person or a group who intends to order, or uses
purchased goods, products, or services primarily for personal, social,
family, household and similar needs, who is not directly related to
entrepreneurial or business activities. The term most commonly refers
to a person who purchases goods and services for personal use.
Consumer Rights

● Right to Safety
Means right to be protected against the marketing of goods and
services, which are hazardous to life and property. The purchased
goods and services availed of should not only meet their immediate
needs, but also fulfil long term interest
● Right to be Informed
Means right to be informed about the quality, quantity, potency,
purity, standard and price of goods so as to protect the consumer
against unfair trade practices.

● Right to Choose
Means right to be assured, wherever possible of access to variety of
goods and services at competitive price. In case of monopolies, it
means right to be assured of satisfactory quality and service at a fair
price. It also includes right to basic goods and services. This is
because unrestricted right of the minority to choose can mean a denial
for the majority of its fair share. This right can be better exercised in a
competitive market where a variety of goods are available at
competitive prices.
● Right to be Heard
Means that consumer's interests will receive due consideration at
appropriate forums. It also includes right to be represented in various
forums formed to consider the consumer's welfare
The Consumers should form non-political and non-commercial
consumer organizations which can be given representation in various
committees formed by the Government and other bodies in matters
relating to consumers.
● Right to Seek redressal

Means to seek redressal against unfair trade practices or unscrupulous

exploitation of consumers. It also includes right to fair settlement of
the genuine grievances of the consumer.
Consumers must make complaint for their genuine grievances. Many a
times their complaint may be of small value but its impact on the
society as a whole may be very large. They can also take the help of
consumer organisations in seeking redressal of their grievances.

● Education Right to Consumer

Means the right to acquire the knowledge and skill to be an informed
consumer throughout life. ignorance of consumers, particularly of
rural consumers, is mainly responsible for their exploitation. They
should know their rights and must exercise them. Only then real
consumer protection can be achieved with success.
Consumer Protection Act
An Act to provide for protection of the interests of consumers and for
the said purpose, to establish authorities for timely and effective
administration and
settlement of consumers' disputes and for matters connected
therewith.” (According to Consumer Protection Act, 2019).
“An Act to provide for better protection of the interests of consumers
and for that purpose to make provision for the establishment of
consumer councils and other authorities for the settlement of
consumers' disputes and for matters connected therewith.” (According
to Consumer Protection Act, 1986).
Consumer Protection Act, 1986 seeks to promote and protect the
interest of consumers against deficiencies and defects in goods or
services. It also seeks to secure the rights of a consumer against unfair
or restrictive trade practices. This act was passed in Lok Sabha on 9th
December,1986 and Rajya Sabha on 10th December, 1986 and
assented by the President of India on 24th December, 1986 and was
published in the Gazette of India on 26th December, 1986.

Consumer Responsibilities
Ask Yourself!
● Have you faced any problems as a consumer?
● Have you ever complained when you have had such a problem?
● Do you know that you could seek the assistance of a consumer
group to protect your interests?
Be Critically Aware
● The responsibility to be more alert and to question more – about
prices, about quantity and quality of goods bought and services used.
Be Involved
● The responsibility to be assertive – to ensure that you get a fair deal
as a consumer. Remember, if you are passive, you are likely to be
exploited.
Be Organized
● The responsibility to join hands and raise voices as consumers; to
fight in a collective and to develop the strength and influence to
promote and protect consumer interest.
Practice Sustainable Consumption
● The responsibility to be aware of the impact of your consumption
on other citizens, especially the disadvantaged or powerless groups;
and to consume based on needs – not wants.
Be Responsible to the Environment
● The responsibility to be aware and to understand the environmental
consequences of our consumption. We should recognize our
individual and social responsibility to conserve natural resources and
protect the earth for future generations.

What Is a customer?
A customer is an individual or business that purchases another
company's goods or services. Customers are important because they
drive revenues; without them, businesses cannot continue to exist. All
businesses compete with other companies to attract customers, either
by aggressively advertising their products, by lowering prices to
expand their customer bases, or by developing unique products and
experiences that customers love. Think Apple, Tesla 0r Google.

KEY TAKEAWAYS
● Customers are the individuals and businesses that purchase goods
and services from another business.
● To understand how to better meet the needs of its customers, some
businesses closely monitor their customer relationships to identify
ways to improve service and products.

● The way businesses treat their customers can give them a

competitive edge.

● Although consumers can be customers, consumers are defined as

those who consume or use market goods and services.

Understanding Customers
Businesses often honour the adage "the customer is always right"
because happy customers are more likely to award repeat business to
companies who meet or exceed their needs. As a result, many
companies closely monitor their customer relationships to solicit
feedback on methods to improve product lines. Customers are
categorized in many ways. Most commonly, customers are classified
as external or internal.

External customers are dissociated from business operations and are

often the parties interested in purchasing the final goods and services
produced by a company. Internal customers are individuals or
businesses integrated into business operations, often existing as
employees or other functional groups within the company.

Studying Customers
Businesses frequently study their customers' profiles to fine-tune their
marketing approaches and tailor their inventory to attract the most
customers. Customers are often grouped according to their
demographics, such as age, race, gender, ethnicity, income level, and
geographic location, which all may help businesses cultivate a
snapshot of the "ideal customer" or "customer persona." This
information helps companies deepen existing customer relationships
and reach untapped consumer populations to increase traffic.

Customers are so important that colleges and universities offer

consumer behaviour courses dedicated to studying their behavioural
patterns, choices, and idiosyncrasies. They focus on why people buy
and use goods and services and how it impacts companies and
economies. Understanding customers enables businesses to create
effective marketing and advertising campaigns, deliver products and
services that address needs and wants, and retain customers for repeat
business.

Customer Service
Customer service, which strives to ensure positive experiences, is key
to a successful seller/customer dynamic. Loyalty in the form of
favourable online reviews, referrals, and future business can be lost or
won based on a good or bad customer service experience. In recent
years, customer service has evolved to include real-time interactions
via instant message chats, texting, and other means of
communication. The market is saturated with businesses offering the
same or similar products and services. What distinguishes one from
another is customer service, which has become the basis of
competition for most businesses. This is a key element of Sigma Six.

Customers vs. Consumers

The terms customer and consumer are nearly synonymous and are
often used interchangeably. However, there exists a slight difference.
Consumers are defined as individuals or businesses that consume or
use goods and services. Customers are the purchasers within the
economy that buy goods and services, and they can exist as
consumers or alone as customers.

What are the types of customers?

Customers play an important role in the success of any business. In
order to understand the customer preferences, their behaviour and
attitude it is important to identify and segment different types of
customers. By analysing different customers, you can better devise
your strategies that would yield much better results.
1.Loyal customers

Loyal customers are the top priority customer groups and an

important segment to appease. Usually, these customers represent
20% of the customer base and also contribute to the major portion of
revenue for the company. Loyal customers purchase products or
services over a longer period of time and are likely to be brand
advocates for the company. The businesses should also obtain
feedback from the customers in order to grow the business to a next
level.
2.Impulse customers

These are the second most attractive segment of customers identified

by the businesses. You can effectively upsell or cross sell to these
customers. Impulse customers buy products and services
spontaneously triggered by an impulse. They don’t have a shopping
list at hand while purchasing. Impulse customers respond to the
recommendations and offers. You need to devise strategies to capture
these customers in order to make impulse purchases.

3.Discount customers

Discount customers play a key role in upbringing the company’s

inventory. The discount customers contribute to the cash flow of the
company. These customers look for discounts, seasonal offers and
festive offers. Upselling or cross selling to these customers would be
a bit difficult and they are considered to be less loyal towards the
company.

4.Need based customers

Need based customers buy products or services driven by a particular

need. They come with a shopping list based on their needs and
quickly purchase those products from the store. It is quite difficult to
upsell to these customers and they are also less loyal to the business.
If their need is satisfied better by the competitor’s products, they will
switch to substitute products easily. In order to retain such customers,
you need to develop interaction and a positive bond with these
customer segments. There is a possibility of converting need-based
customers to loyal customers by building strong positive
relationships.

5.Wandering customers

Wandering customers are those customers that make up the crowd in

the mall or a shopping complex. They have no specific need/
preference in their mind and just wander the stores for some
enjoyment or relaxation. They in particular do not contribute to the
profitability of the company. The customers might love the ambience
of the store and might stay there just randomly looking for products.
These customer segments do not contribute much to the profit of the
business. The business can still provide insightful information to these

customers to stimulate interest, which might potentially end up in a

purchase.

WHAT ARE CUSTOMER NEEDS?

A customer need is a need that motivates a customer to purchase a
product or service. The need can be known (i.e., the customer can put
it into words) or unknown, and is the ultimate factor that determines
which solution the customer purchases.
TYPES OF CONSUMER BENEFITS

FUNCTIONAL BENEFITS: - These relate to the product’s capacity

for doing what the consumer expects it to do.

OPERATIONAL BENEFITS: - These are like functional benefits but

apply specifically to business-to-business markets.
Operational benefits are those that influence the
buyer’s production process.

PERSONAL BENEFITS: - In many cases the product provides

intangible, psychological benefits to the customer.
These may be difficult for the marketer to gauge.

QUALITY: - Quality is the relationship between what someone

expects and what they get. It is often judged by
corporate reputation, the materials used in
production, or even by looking at the price tag.
Quality relates to expected performance.

FINANCIAL BENEFITS: -These relate to the investment potential of

the product. In some markets these benefits may be
very important: holiday homes, timeshare, insurance
products, and of course savings accounts are all
considered as investments. In others financial
benefits might relate to the savings the product will
make.

Customer Characteristics
1. Informed About Your Company, Industry, & Events
Consumers share information at a rapid pace. If you have a question
about a business, you can Google it and have an answer in seconds.
From customer reviews to news coverage, press releases, and social
media, there aren't many places for your business to hide on the
internet.

This graphic shows how many review sites a customer will visit
before they make a decision to buy from your business.

When supporting customers, it's important to keep in mind that your

working with people who are informed about your company. They
know your brand reputation and who you're competing with. This sets
their expectations for how they desire to be treated and what your
company should offer.
2. Eager for Solutions
When customers reach out to your support team, they're — at
minimum — looking for a solution to their problem. It doesn't matter
how cheery your rep sounds over the phone; if they can't solve the
customer's dilemma, it's going to create friction within the service
experience.
The best customer service teams find solutions to problems, no matter
how difficult they may be. Even if it's a workaround, it's better to
leave the customer with something rather than nothing at all. Once the
call is over, reps can report these cases to product teams so developers
can create an in-house solution.
During my time on the HubSpot Customer Support Team, it was
regular practice to reach out to customers once our development team
had updated the product. I would reopen closed support cases and let
customers know that the problem we could not initially solve now had
a designed solution. This type of above-and-beyond customer service
always resulted in positive customer feedback and would often revert
negative customer satisfaction (CSAT) scores.
3. Social with Other Customers
Customers are naturally social creatures and modern technology has
enabled them to connect with more people and create digital
communities. Social media is a perfect example. Aside from having
"social" in the name, these platforms allow customers to share
opinions with a large audience, join groups to discuss topics, and
message individuals to have 1:1 conversation.

This trend is likely to continue and customers will leverage it as a way

to learn more about companies. In fact, 70% of customers trust an
online recommendation more than a brand's messaging. That's why
it's important to invest in an omni-channel experience where
customers can engage with your company through the same social
platforms they use on a daily basis.
4. Connected to Various Devices & Channels
It's easy to simplify how people use the internet. Millennials use
Instagram and Twitter, Gen X has taken to Facebook, and Gen Z
dominates Tik Tok.
But the internet is used for more than just cute dog videos and
pictures of extravagant vacations. Customers aren't tied to one
specific channel and many uses smart devices in different ways.
And, these trends are changing at a rapid pace. For example, one
study shows that Gen Z consumers are actually moving away from
popular social media channels. The graphic below outlines some of
the reasons why. Reasons Gen Z Are Leaving social media.
Because people are now constantly connected to smart devices and
social channels, trends rise and fall faster. Certain audiences will
commit to specific apps and platforms while other segments will
move on to the next popular channel. It's important to stay on top of
these changes if you want to reach customers where they're most
comfortable.
5. Opinionated & Vocal
Customers are willing to offer feedback because many enjoy sharing
their opinions about an interaction with a brand. Especially when their
experience is significantly positive or negative. In fact, 95% of
customers will share negative experiences and 89% will share positive
ones. However, the roadblock isn't getting customers to share their
experience with others. It's getting them to share it publicly. As the
graph below shows, 50% of customers won't leave an online review
for your business.
.

But, here's the silver lining. Only 20% of customers refused to

provide a review when asked. This means the more you ask customers
to participate in surveys and questionnaires, the more reviews you'll
receive.

6. Willing to be Self-Sufficient
Time is a fundamental customer need. Every customer wants their
problem solved as quickly as possible, without cutting corners. And,
what's better than waiting for your support team to help?

Getting an answer on your own.

67% of customers prefer self-service over working with a support

representative. Using knowledge bases and community forums,
customers want to troubleshoot problems independently and find
answers on their time. They don't want to reach out to your customer
service team and wait on hold for 15 minutes when they have a simple
or quick question. They'd rather reserve your agents for complex or
time-sensitive issues that can't be handled on their own.
7. Constantly Critical of Competitive Customer Experiences
Customers have options when it comes to picking a company to buy
from or work with. This motivates people to research companies
thoroughly and shop in a way that prioritizes their best interests.

And, depending on the industry you're a part of, this process repeats
indefinitely. If your competitor's offer is clearly better than your
current one, customers won't hesitate to move away from your
business. While you may think you've earned a customer's loyalty,
remember that 51% of them will churn after one poor experience.

8. Expecting Businesses to be Proactive

Customer service has long been thought of as an indirect customer
acquisition tool. Having top-of-the-line customer service is a key
bargaining chip that many businesses leverage over their competition.

But now, customers have been let in on the secret and understand that
companies are actively working to win over their business through
customer service. This has raised expectations for how brands should
treat their customers. In fact, 54% of customers admitted that their
expectations for customer service are higher than they were a year
ago.

BRAND
A brand is a name, term, design, symbol or any other feature that
distinguishes one seller's good or service from those of other sellers.
Brands are used in business, marketing, and advertising for
recognition and, importantly, to create and store value as brand equity
for the object identified, to the benefit of the brand's customers, its
owners and shareholders. Brand names are sometimes distinguished
from generic or store brands.

The practice of branding - in the original literal sense of marking by

burning - is thought to have begun with the ancient Egyptians, who
are known to have engaged in livestock branding as early as 2,700
BCE. Branding was used to differentiate one person's cattle from
another's by means of a distinctive symbol burned into the animal's
skin with a hot branding iron. If a person stole any of the cattle,
anyone else who saw the symbol could deduce the actual owner. The
term has been extended to mean a strategic personality for a product
or company, so that "brand" now suggests the values and promises
that a consumer may perceive and buy into. It includes the voice and
the tonality of the business. Over time, the practice of branding
objects extended to a broader range of packaging and goods offered
for sale including oil, wine, cosmetics, and fish sauce and, in the 21st
century, extends even further into services (such
as legal, financial and medical), political parties and people (e.g. Lady
Gaga and Katy Perry). Branding in terms of painting a cow with
symbols or colours at flea markets was considered to be one of the
oldest forms of the practice.

Ferrari was the world's most powerful brand in 2014 according to

Brand Finance.

The Coca-Cola wordmark is a distinctive brand logo features used to

attract the attention of people attending a sporting event, or watching
it on television.
What are the different types of brands?
Before you can really talk about what makes a good brand, it’s
important to understand what exactly a brand is. Entrepreneur.com
defines branding as “the marketing practice of creating a name,
symbol or design that identifies and differentiates a product from
other products”. but we think of it more as the promise of a unique,
lasting experience for your customers.

Many things can become brands, including products, services,

organizations, individuals, groups, events, geographic places, private
labels, media…the list goes on. But what type of brand is your
business? Here are some of the most common types to get you started.

● Product Brands
Product brands are those companies that are often defined by their
first or most popular product.

Typically, product brands are associated with tangible products such

as cars, household goods or lifestyle products. This can either be
specific (individual product) or cover a range of products (product
range).

●Individual Product: like Coca-Cola or Pepsi.

●Product Range: Most car brands represent a product range brand –
think Ford (with several distinct models under that brand umbrella)

●Ingredient Brand: Ingredient brands and branding are great for

cross promotion. For example, Arm and Hammer baking soda in an
individual product brand unto itself, but it gets additional promotion
as a trusted ingredient in everything from deodorant to toothpaste to
laundry detergent

Service Brands
A service brand is just that – a brand that is defined by the service that
it provides. Some of the biggest brands to grow to prominence in the
last few years are service brands – like Uber, Lyft, and Airbnb – with
several others developing a hybrid service/product brand identity –
like Dollar Shave Club, Quip, or Blue Apron. With service at the core
of their identities, service brands need to develop and maintain a
strong positive image and customer interactions.

Personal Brands
The rise of social media didn’t invent the personal brand, but it did
make it a major part of the branding conversation. Celebrities are the
most common examples of personal brands – people like Oprah,
Martha Stewart, and Chrissy Teigen have nearly perfected the art –
but charismatic founders and leaders of companies (for example Steve
Jobs, Elon Musk, Vera Wang) can become deeply connected to and
associated with their brand even as the company expands and their
involvement changes.
Event Brands

Event brands produce events which deliver a consistent branded

experience to its attendees, in turn creating long term consumer
loyalty. Sporting events like the Olympics or music festivals like
Coachella focus on the consumer experience as a branded effort, as
the brand is typically strongly connected with the experience the
attendees gain from being at the event. This is a key reason why
product or service brands will often sponsor events – they are trying
to leverage the emotional connection associated with the event’s
goodwill by being a part of that experience.

Geographical Brands
Countries, cities, streets, and buildings such as landmarks have
distinct key qualities that can be seen as identifications of a brand, if
utilized correctly. Also known as city or destination brands, these
brands capitalize on the feelings that a city or region builds in order to
associate itself with related ideas and concepts. The “I LOVE NY” or
“Visit Denver “trademarks and brands are great examples of this.
Other Types of Brands
Global Brands: Typically epitomized by household names such as
Amazon, McDonalds, and Disney, these brands are widely marketed
and recognized world-wide.

Luxury Brands: Through quality, association, and story-telling,

prestige brands – like Louis Vuitton, Tiffany, Balenciaga, and Cartier
– deliver social status and endorsement.

Cult Brands: Fierce communities of customers help propel these

brands forward. Some examples include Patagonia, Supreme, Apple,
Trader Joe’s, White Claw, and CrossFit.

Many brands function across multiple brand descriptions, but as

you’re working to develop your brand you may want to focus on one
primary brand type and let any other associations develop organically.
Think about your audience, your industry, and your specific USPs
(unique selling propositions) and how you best want to express all of
those elements under the umbrella of your brand. You may be
tempted to target one brand type – who wouldn’t want to establish a
cult brand from the offset? – but resist that temptation and try to
establish a true and authentic feeling identity for your brand (and
hopefully cult status will come later.

11 Powerful Types of Branding to Elevate

Your Business
1. Corporate Branding
One of the more reputation-focused types of branding, corporate
branding is about making a cultivated name for an entire corporation.
The public will associate the organization’s name with a promise –
that they stand behind the services they offer, and that they have a
verifiable, positive performance record.
Good corporate branding has long-term effects, as these companies
can rely on name brand-recognition; customers tend to automatically
trust new products when they are associated with a brand they already
recognize.
2. Personal Branding
This usually refers to branding for the individual person, as opposed
to branding a whole business. Personal branding is particularly
important for celebrities, politicians or even digital marketers who
want to maintain a positive public image (usually because it benefits
them in their career to be endorsed).
Social media is a powerful tool when building a personal brand,
because you have the ability to reach wide audiences while
“speaking” from a personal platform. Entrepreneurs Tony Robbins
and Neil Patel are both examples of personal branding done right;
each of them invests heavily in his online presence and has
established himself as an expert in his respective field.

3. Product Branding
Ever notice how ‘Kleenex’ has become a word synonymous with
‘tissues? That’s because the product has reached the pinnacle of
product branding success – the type of branding that gets consumers
to choose one product over another based on the brand alone. You’ll
often see logos or colours on specific items that jump out at you; this
is because you’ve learned to associate the two together as a result of
effective product branding.
4. Geographical Branding
If you work in the tourism industry, this type of branding is for you.
Geographical branding focuses on the unique traits of a specific area
or region as the selling point of a particular place and why you should
visit.
You’ll often see countries claiming a type of food as their own or
hyping up the unique history of the region. (Think Egyptian pyramids
or Greek Moussaka.) Also, areas of the world that are trying to
change their reputation can try their hand at geographical branding;
the city of Amsterdam, for example, did a great job of this with their
“I Amsterdam” rebrand, turning the focus away from their Red-Light
District and onto the cultural diversity of the city instead.

5. Online branding
Also referred to as “internet branding”, this type of branding refers to
how you position your company (or yourself) online. This could refer
to building a website, establishing a social media presence, publishing
a blog – anything that happens on the web under your name.
6. Offline Branding
As the name suggests, this refers to branding that happens off the
web. From doling out business cards to staging sit-down lunches with
desired clients or leads, offline branding requires a mix of good
design and outgoing spokespeople to represent your brand.

7. Co-branding
This is the moment where branding meets partnerships. Co-branding
is when 2+ company brands are connected by the same product. For
example, Uber and Spotify partnered on the “soundtrack for your
ride” campaign, providing users of both apps with a better ride-
sharing experience by allowing them to be the DJs of their trips.
8. Service Branding
This type of branding puts a strong emphasis on the customer, and on
providing your clients with impeccable services. While every brand
should do their best not to alienate their customers, service branding
takes this one step further; it focuses specifically on adding perceived
value to customer service, and uses this as their selling point.
People who interact with service brands look forward to the “extras”
they get, whether it’s an airline giving out hot chocolate chip cookies
on international flights, or a local coffee art store handing out “how-to
DIY” packets with every purchase.

9. Ingredient Branding
When you highlight the achievements of one specific ingredient
within a product, or one specific branch within a business – those
become the lure of the brand rather than the product or business as a
whole.
Think Westin’s Heavenly Bed, where emphasizing the quality of the
bed is what convinced people to choose Starwood hotels (later Westin
and Sheraton) for their vacation accommodations.
10. Activist Branding
If there’s a cause you believe in with all your heart, you may be able
to channel it into your brand strategy. Specifically, activist branding,
or “conscious branding” is a way to make a positive social impact
through your brand, so that your brand ultimately becomes
synonymous with the cause. Companies like Gillette have used this
type of branding as of late (although whether or not it worked in the
razor company’s favour is too soon to tell).
11. “No-brand” Branding
Also known as “minimalist branding,” this approach assumes that a
product alone is enough to capture consumer attention without
needing to rely on any bells or whistles.
In line with this philosophy, Brandless, a company that seeks to make
quality food affordable, emphasizes their lack of brand as a way to
show customers that they don’t have to pay a penny more than
necessary for “branded” food. Instead, consumers have direct access
to healthy, affordable food – of which the quality speaks for itself.
 CONCLUSION

An understanding of consumer behaviour is an important part of

comprehending the alloy-cation of resources by individuals.
Consumption decisions are made based upon a logical process valuing
utility, price, and income alternatives. Firms seek to understand this
process in order to better serve consumers. Firms employ brand
managers to allocate resources to effectively serve consumers on a
product or service. These decisions might involve redesigning
products or better targeting consumer markets with information.
Consumers are allowed to protect products and services that are
hazardous to their lives and property from marketing cost fixes. The
right to obtain information on the quantity, consistency, purity,
strength, and quality of products and services is the rights of the
customer. Customers don’t just engage with a product or service; they
engage with brands on an emotional level. To build this emotional
connection with consumers, a community of the right people,
systems, and technological infrastructure is necessary. And
expectations aren’t that straightforward anymore–innovation has
ensured businesses need to go the extra mile for consumers, making
the market very competitive. But if you concentrate on improving
customer experience, you can achieve a significant advantage over
your competition.
 REFRENCE

 www.wikipwdia.org

 www.google.com

 www.slideshare.net

 www.baskinrobins.com

Website

 Google

 YouTube
 DICLARATION

I Sandhya Thapa a student of class +2 2nd year commerce women’s

college Jharsuguda to hereby solemnly declare that this project
entitled “THE STUDY OF CONSUMER BEHAVIOUR RELATETD
TO DIFFERENT BRANDS” submitted for investigatory project for
the CHSE 2021-22 consist of original work done by me under
guidance and supervision of our teacher MISS SANCHITA
MOHANTY.

Place Jharsuguda

Date

Name- Sandhya Thapa

Class +2 2nd year commerce

Roll No-

WOMEN’S COLLEGE JHARSUGUDA