CONSUMER BRAND SELECTION IN THE COMPUTER INDUSTRY: THE ROLE OF PERCEIVED PRODUCT QUALITY

The perception of quality plays a significant role in consumers' brand choice within the computer industry. This study focuses on understanding how consumers perceive product brand quality and its influence on their purchasing decisions. By analyzing consumers' perceptions of quality in relation to brand choice, this research aims to provide valuable insights for marketers and companies operating in the computer industry. Understanding the factors that drive consumers' brand choices can help companies develop effective marketing strategies and enhance their brand positioning in the competitive market