IJMT Volume 5, Issue 3 ISSN: 2249-1058 ______________________________________________________________________________ A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories Indexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage, India as well as in Cabell’s Directories of Publishing Opportunities, U.S.A. International Journal of Marketing and Technology http://www.ijmra.us 75 March 2015 A STUDY ON INFLUENCE OF BRANDING ON CUSTOMER PREFERENCE OF BSNL, TIRUCHIRAPALLI DISTRICT Dr. K.MAHALAKSHMI M.Com.,M.Phil.,M.B.A.,Ph.D * ABSTRACT Organizations develop brands as a way to attract and keep customers by promoting value, image, prestige, and lifestyle. By using a particular brand, consumer develops positive image about the brand. In this competitive arena communication plays a vital role so the Telecom Industries are the major source for communication. BSNL, being a public sector obviously have to compete with various players like Airtel, Aircel, Reliance, Tata Indicom etc., with their stringent rules and regulations guided by TRAI. Hence in order to understand about the customer requirements their likes and dislikes preference is sine-quo-non for BSNL. In this study would be helpful to the BSNL in knowing about the Customer Satisfaction, Customer Perception, Customer Preferences and service requirements and about the other competitors status in the market thereby helping them in improve their quality of services offered. Key Words: Customer Satisfaction, Customer Perception, Customer Preferences * Assistant Professor, PG & Research Dept. Of Commerce, Thanthai Hans Roever College, Perambalur – 621212.