Abstract
As a part of the marketing efforts, companies indulge in various promotional activities and this helps in the continuous reinforcement of the awareness about the products. The consumers on their part tend to remember such products and their features which are advertised/publicised repeatedly. The self-awareness, product usage and the promotional environment created by the companies motivate the consumer to use a particular brand which comes first in their mind. With this mindset, the study has attempted to examine the matching of the overall relationship of “Top of the Mind Awareness” and the consumer brand preferences and its usage. The study has investigated the factors affecting a brand to be the first one in the consumers mind. For this purpose, data was collected from a sample of 250 respondents top of mind, who are the regular users of aerated drinks in Delhi/NCR by administrating self made questionnaire, through purposively sampling technique (non- probability sampling technique). Percentage method has been used to analyse the data.
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