2.

3 Branding’s Influence on Consumer Purchasing Behavior 28

2.3.1 Impact on the Consumer Learning Process 31
2.3.2 Impact on Consumers’ Perception of Brands 32
2.3.3 Impact on Consumers’ Attitudes towards Brands 36

2.4 Positioning 37
2.4.1 Usefulness of Positioning 37
2.4.2 Brand Positioning 38
2.4.3 Elements of Positioning 39

3. Chapter3 - Research Methodology 41-43

3.1 Introduction 42
3.2 Research Approach 42
3.2.1 Secondary Data 42
3.2.2 Primary Data 43
3.3 Data Collection Tools 43

4. Chapter 4 - Findings & Analysis 44-73

4.1 Secondary Research Findings 45
4.1.1 Current Consumer Trends 48
4.1.2 Top Brands in India