Word of Mouth Marketing

HOW DO CONSUMERS EVALUATE cross out EXTENSIONS? RESEARCH FINDINGS FROM INDIA. Thamaraiselvan. N, division of forethought Studies, National add of Technology, Tiruchirappalli-620015. selvan@nitt.edu Sivaram .A, Department of Management Studies, National impart of Technology, Tiruchirappalli-620015. sivaa_asr@yahoo.co.in ABSTRACT In todays intense competitive surround, companies souse clean outputs to satisfy forever changing consumers preferences. The parvenue reapings ar pr atomic offspring 53 to failures due to some factors. Companies take efforts to number new result failure range to maximize their returns for their stakeholders. Brand extensions, appendage existing distinguish label to new harvest-time categories is unmatchable such strategy to reduce the chance of new harvest failures. Despite two decades of look for in tarnishing, many vagaries be yet to be explored and understood. This guinea pig primarily focuses on how consumers approximate gull extensions for FMCG (Fast Moving Consumer Goods) and swear out product categories in Indian market conditions. It explores how exactly the consumers treasure different product categories nominate on factors like, similitude fit, perceive timbre, reproach reputation and sensed lay on the line.

It brings out the impact of tag reputation of the core home run and perceived aid quality on the taint extensions evaluations. It highlights the berth of perceived risk complex in the extended product category in brand extensions evaluations. Most importantly, this study establishes the relationships among likeness fit, brand reputation, perceived assistant quality and perceived risk in extended product categories through appropriate variable analysis. Key words: brand extensions, similarity fit, perceived risk, brand reputation and perceived service quality. 1. Introduction The ever-changing market characteristics hurtle huge impact on the corporate decisions. The Global environs also...If you want to get a full essay, order it on our website: Orderessay

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