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The Digital Institutional Repository of IIM Bangalore
This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/12900| Title: | Brands and consumer choices: Scenarios in brand management. | Authors: | Kumar, S Ramesh | Keywords: | Marketing management;Branding;Brand management | Issue Date: | 18-Jun-2010 | Publisher: | Bennett, Coleman & Co. Ltd. | Abstract: | While going around a departmental store, I found a branded traditional snack (marked as ‘low fat”) in one of the shelves. Enquiries with the sales person in the vicinity revealed that such snacks had a specific segment of consumers (not large in number) who repeatedly bought the brand and the category. Read more at: https://economictimes.indiatimes.com/news/company/corporate-trends/brands-and-consumer-choices/articleshow/6060912.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst | Description: | The Economic Times,18-06-2010 | URI: | https://repository.iimb.ac.in/handle/2074/12900 |
| Appears in Collections: | 2010-2019 |
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