Abstract
The purpose of this paper is to study consumer reaction on brand extension and line extension. Consumer reaction is gauged using a five-point Likert scale and statistical analysis is done. Results are presented so as to give a clear understanding as in which one is better. Two fictitious products were chosen and consumers reaction is analyzed and discussed.
Presenters
Anwesha MazumderResearch Scholar, Department of Management Studies, National Institute of Technology, West Bengal, India
