Effect of Discounting on the Brand Image

Abstract

Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Massy and Frank (1965) investigated the short term effects of temporary price discounts and found that both brand-loyal and non-loyal buyers responded to a discount promotion. Present research studied the effect of the discounting on the brand image by taking the garments brands of north India as sample. We did a survey of 100 samples from the different cities of the north Indian states Punjab, Haryana and Himachal Pradesh. The tools we used for the analysis purpose are Descriptive statistics, Correlation, Regression, Anova and Chi square test.