Brand Personality is the ultimate step towards the brand connect with the consumer. Brand Personality adds a dimension to enhance the visual communication for a brand. The consumer while making the purchase decision looks at how the brand fits into their personality. Brand personality is an outcome of brand identity and brand image, which helps us associate attributes of the [...]
The "GAP" model of service quality was given by Parasuraman et al, V.A. Zeithaml et. al and Leonard L.Berry. The model explains an integrated view of the consumer-company relationship. It is also an extension of the Gronroos model and talks about the perception gap. The model is essentially based on service quality delivery gaps or deficiencies within the organization that [...]
Rural market segmentation is the process of dividing a potential rural market into distinct sub markets of consumers with common needs and characteristics. Rural market segmentation is the starting step in applying the rural marketing strategy. The basic problem in segmenting the rural market is the heterogeneous nature of the market. In spite of there being heterogeneous market, the buyer [...]