Steps and Measures taken by Brands in identifying and reaching out to Customers with Special Needs that helps them in choosing, purchase and use of these Brands and Services with special reference to Kerala based Brands

A brand is an identifying symbol, mark, logo, name, word, and/or sentence that companies use to distinguish their product from others. A brand evokes some responses in us by stimulating our senses. The Persons of Special Needs are those people who are specially abled and needs special care and attention. Customers with Special needs also called Persons of special needs have been categorised in this study. This research paper intends to find out measures taken by various Kerala based companies in identifying, attracting and reaching out to Persons of Special Needs that aids them in their choosing, purchase and use of these company’s brands and services. This study through in-depth interview and questionnaire also tries to understand if Companies have considered persons of Special needs as part of their customer segments and the features added in their product and services to aid these Persons of Special needs. Recommendations and further research areas have also been added in the study.