Factors affecting brand choice of LEDs-An exploratory study

In today's highly competitive commercial world, marketers and researchers have been interested in investigating the factors affecting choice of product. Keeping this perspective in mind, the present study makes an attempt to explore and analyse various factors affecting choice of LED brands in Jalandhar district. The exploratory factor analysis using Principal component analysis based on orthogonal varimax rotation is performed on 10 variables to extract the factors. KMO and Bartlett's test of sphericity are used to check the adequacy of sample. The present study explore four factors affecting brand choice of LEDs namely ‘Features of LEDs’, ‘Customer Satisfaction’, ‘Marketing strategies opted by LED Companies’ and ‘Brand image’.