A Study on Customer Perception and Brand Positioning Analysis of Elmeasure’s Energy Solutions in the Indian Industrial Market (Elmeasure India Private Limited).

Abstract

This study examines customer perception and brand positioning of Elmeasure India Private Limited, a manufacturer of energy metering, monitoring, and management solutions, within the Indian industrial market. With energy efficiency regulations tightening and industrial buyers becoming more discerning, understanding how technical, commercial, and service-related factors shape brand perception has become strategically important for B2B energy solution providers. Using a descriptive, quantitative research design, primary data were collected from industrial customers through a structured questionnaire and analysed using percentage analysis, mean-SD comparisons, chi-square tests, correlation, and regression. The findings indicate that product quality, service quality, technological innovation, and technical support significantly influence customer perception, which in turn has a strong positive relationship with brand positioning. The study concludes with managerial recommendations for strengthening Elmeasure's competitive positioning in the Indian energy management industry.