LITERATURE REVIEW Brand Preference A consumer buying a product is buying it for its function, performance, utility & nevertheless

he/she is buying for its image & status (Terpstra & Sarathy, 1997). In fact, consumer products have implications much greater than just their function or utility. (Levy, 1959; 2007 Business Monitor Survey, 2007; Ericksen, 1996; Mick, 1986; Czikszentmihalyi et al., 1981; Sriram, et al. 2006; Leigh and Gabel, 1992;). Products are now are not just consumed for their material utilities but also for their symbolic meaning which is conveyed by their brand images. (Elliot, 1997). Deducing that, the products are not merely sets of attributes which yield any particular benefit (Holt, 1995, p. 1). Therefore, a consumer is much likely to use brands to express how he/she is either similar to/different from people of their group (Markus and Kitayama, 1991).It has been reported by Bhat & Reddy (1998) that, the brands have practical & emblematic importance for its consumers. This emblematic importance that is associated with the brands, is often conveyed through the choice a of brands (McCracken, 1986; Gottdeiner, 1985). Meaning that, there exists relation between brand image, which is in sync along the consumers self image & the emblematic importance of the brands. (Zinkham and Hong, 1991; Chang and Chieng, 2006). Consumer will prefer those brands whose personalities match to his/her self image (Schiffman and Kanuk, 2000). Consumers does so mainly to express themselves; as being alike to the personalities (Kassarjian, 1971; Aaker, 1999; Sirgy, 1982). In other words, consumer prefers certain brands to either create or maintain his/her self image to themselves or to their groups (Zinkham and Hong, 1991; Sirgy, 1982; Wallendorf and Arnould, 1988). In current scenario, purchase and consumption have emerged as silent ways of self-expression (Jamal and Goode, 2001, p. 483). Researches shows us that self expression or perceived self image do affect consumers brand preference & their purchase intentions (Domestic Beer - US December 2007, 2007; Ericksen, 1996; Mehta, 1999;) Its live example is, Ericksens research in 1996 where he found significant relation in self image and the intention to buy US based automobile (Ford Escort). Therefore, it could be inferred that individuals prefer brands that do have image compatible with their self perceptions (Solomon, 1983; Ericksen, 1996; Belk, et. al., 1982; Jamal and Goode, 2001; Zinkham and Hong, 1991;) The higher self image consistency will strengthen positive attitude towards brands & products (Ericksen, 1996; Sirgy, 1982, 1985, 1991; Sirgy, et. al., 1997; Schoenfelder and Harris, 2004). Therefore, consumers self-image is strongly related to the brands image & vice versa is also true. (Graeff, 1996). To the brands exact status & deducibility ...