• DR. K. SURESH BABU
• S. AKSITHA
• R. DEVA DHARSHINI
• K. LOKARAM
• S.B. MAHAMMED FAMEEZ

Consumer perception plays a pivotal role in shaping purchasing decisions, particularly in the context of branded versus non-branded products. This study investigates the factors influencing consumer perceptions towards branded and non-branded products, aiming to provide insights for marketers and businesses. The research employs a mixed-methods approach, combining qualitative analysis through focus groups and quantitative analysis using surveys. Key factors such as quality, price, brand image, perceived value, and social influence are examined to understand their impact on consumer preferences. Findings suggest that while branding often leads to higher perceived quality and status, non-branded products are perceived as offering better value for money. Additionally, social influence and personal experiences significantly shape consumer perceptions. The study contributes to a deeper understanding of consumer behaviours in relation to branded and non-branded products, offering valuable implications for marketing strategies and product positioning.

Branded products, Non-branded products, Brand image, Quality perception, Consumer perception

"CONSUMER PERCEPTION TOWARDS BRANDED PRODUCTS AND UNBRANDED PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.a594-a597, April-2024, Available :http://www.jetir.org/papers/JETIR2404075.pdf

"CONSUMER PERCEPTION TOWARDS BRANDED PRODUCTS AND UNBRANDED PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppa594-a597, April-2024, Available at : http://www.jetir.org/papers/JETIR2404075.pdf