Vol. 2, Issue 3, Part J (2016)

Abstract
Brands are usually protected from use by other company or agency by securing a trademark or service mark from an authorized agency, usually a government agency. Brands are combination of logos and graphic representations. A company’s brands and the public awareness of them are often used as a factor in evaluating a company. Branding makes producers committed to business. A strong brand differentiates the products of a company from the competitors and gives a quality image to the business. This study undertaken with the objective to examine the consumer’s perception towards Suguna Daily Fresh retail outlets among the 100 respondents in Thiruvananthapuram district. Suguna’s growth and every business activity undertaken have been linked with the development of rural India, similarly the study clearly point out that Suguna Daily Fresh customer’s perception towards the product and the Daily Fresh Outlets are satisfactory. Taking forward the core values, a host of initiatives have been put into action and Suguna is undertaking a wide range of socio-economic, environmental, educational and health initiatives.