| It has been found by a huge panel of researchers that customers prefer those brands which they remember most. Therefore managers strive hard to present their brand in such a way that it would be more effectively remembered by the consumers than their competitors. Thus the present study aims at finding the differences in the brand consciousness across four sub cultural groups of Jammu and Kashmir viz. Jammu, Kashmir, Ladakh and the Gujjars. It has been found tha the consumers of Jammu are more brand conscious followed by the consumers of Kashmir region then Ladakh region and the Gujjars being least brand conscious |