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Abstract
In current environment, consumers are overwhelmed with plenty of brands and products. Primarily, consumers are influenced by their individual attitudes, professed values but also by the environment in which they spend their lives. Brand is a factor that has got an impact on consumer purchase preferences. Branding used as a differentiation strategy when the product cannot be easily distinguished in terms of tangible features. As the consumer is more aware of the brand and he has all the knowledge about its price, quality etc., the more he will be attracted towards that brand. The loyalty level increases with the age.