Vol. 3, Issue 2 (2016)
A Study on Impact of Socio – Economic Characteristics on Brand Sticking Tendency with Special Reference to Fastrack Hand Bags
Author(s): Dr. S Rosaline Jayanthi
Abstract: Purses and handbags have their origins in early pouches used to carry seeds, religious items and medicine. Early on, both men and women carried pouches. Years ago, it was ladylike to carry as little as possible. A small bag was typical. Today women are gone from home for longer periods of time, frequently working or if not, often with children along. The size of the typical bag has increased to meet the need. Need satisfaction is very important in marketing. Customers buy goods for the satisfaction of their wants. Once the customer satisfied with their products they cannot change their views. As satisfaction of customers plays a major role in marketing it has assumed growing importance under customer-oriented marketing planning and management. Conducting study on brand sticking tendency is the attempt to understand and predict human action in the buying role.