Publication Date

4-14-1999

Abstract

The objective of this research study was to determine the degree to which people use brand names to make purchase decisions. Further, we questioned what other influences -quality/price/previous buying experience -impacted the decision. This paper will demonstrate that a sample of college students in Central Illinois generally purchase based upon a product's brand name. More specifically, the research findings indicate that these consumers associate a high level of quality with specific brands of clothing.

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Business

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