Authors : Dr. Radha K.; Dr. Saranya S.; Arulkumar P.

Volume/Issue : Volume 11 - 2026, Issue 2 - February

Google Scholar : https://tinyurl.com/4c5554da

Scribd : https://tinyurl.com/mryb5h5b

DOI : https://doi.org/10.38124/ijisrt/26feb1363

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Purpose: This study investigates the influence of branding on consumer perception and satisfaction levels, specifically within the context of comestible products. As the modern marketplace evolves from functional utility to brand-driven value, this research aims to analyze how branding strategies—such as identity, personality, and communication—shape consumer loyalty and purchasing decisions.  Design/Methodology/Approach: The research employs a descriptive research design using a convenient sampling technique within the Salem District. Primary data was gathered from a sample size of 100 buyers through a structured questionnaire. The study also utilizes secondary data from journals, books, and online reports to provide a theoretical foundation. Statistical analysis was performed using Simple Percentage Analysis, Chi-Square Test, and One-Way ANOVA to test the relationships between variables.  Findings & Importance: The study underscores that branding is no longer a mere "mark of ownership" but a strategic "personality" that dictates consumer trust. Key factors such as brand awareness and perceived quality are central to forming a lasting impression. The findings provide practical insights for businesses in Salem District and beyond to refine their brand toolboxes, enhance brand equity, and establish deeper psychological connections with their target audience in a competitive landscape.

Keywords : Branding, Consumer Perception, Comestible Products, Brand Loyalty, Brand Equity.

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