... and personal factors acts as influencer. What are the reasons for preferring one brand to the other? Following are the aims of the research: * What factors influence in brand preference? * The influence of social and personal factors on brand preference. * Why does the customer prefer one brand to the other? The product that I have chosen is television. Selecting a product category for a research is one the most important criteria. It depends on the interest for a specific product. I have that for the past few years there has been not much innovation in the technology of televisions. The only biggest innovation is the digital flat screen technology. Almost all the brands are offering the same features. There is very less differentiation in features. This is what has created interest in me to investigate the reason why customer prefers one brand to the other. Since Sony and Panasonic are the ...

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