• R.Krishnaveni
• Dr.C.Moorthy

In the last decade Indian durable industry has witnessed a drastic change. As, refrigerator acts as essential house hold appliances in the day to day activities, manufacturers are coming with more advanced features and technology of their products. Moreover many foreign brands are also available in the market. Consumer today seeks experiences with which they can associate themselves emotionally. When customers experience the emotional element of pleasure in the usage of products, they will have an increased favourable effect towards the brands consumed by them. The study evaluates the brand preference of consumers, their willingness to buy the same brand again and again.

brand preference, emotional bonding, refrigerator

"A Study on Consumer Brand preference in the purchase process of Refrigerator with special reference to Chennai city. ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.108-111, April-2019, Available :http://www.jetir.org/papers/JETIR1904I19.pdf

"A Study on Consumer Brand preference in the purchase process of Refrigerator with special reference to Chennai city. ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp108-111, April-2019, Available at : http://www.jetir.org/papers/JETIR1904I19.pdf