Brand Identity and Consumer Perception: A Case Study on Fabindia


Pradeep Sundaresan
Faculty of Management and Studies, WISDOM, Banasthali Vidyapith, Rajasthan, India
Anju Choudhary
Singhania University, Rajasthan
Harsh Purohit
Banasthali Vidyapith Rajasthan, India
Vimlesh Tanwar
Banasthali Vidyapith Rajasthan, India


Brand identity and consumer perception are significant factors that are crucial to a brand’s success. The research aims to analyse the relationship between brand identity and consumer perception through the case study of Fabindia, which is an Indian brand known for traditional and handcrafted products. This research aims to explore the consumer perception of the Fabindia brand, present a review of existing literature on brand identity and consumer behaviour, and investigate the influence of Fabindia’s brand identity and consumer behaviour to identify areas for improvement in Fabindia’s brand identity. The research utilized a qualitative research methodology, including a review of existing research and studies conducted on brand identity and consumer perception, as well as surveys and interviews with Fabindia customers across different age groups, genders, and income levels. The interviews were conducted to understand how consumers perceive Fabindia's brand identity and how it influences their purchasing behaviour. It suggests that a strong and consistent brand identity can build brand loyalty and a positive brand image.

December 22, 2023
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