Paper Title
A Study of Consumer Perceptions of Relationship between Price and Perceived Risk of Brand Extensions in India

Abstract
The relationship of price and perceived risk between a parent brand and its extension was studied in the national capital region of India. An empirical study was done, through the use of convenience sampling methods Data was collected through the use of a specially created website only accessible in the particular area. A sample size of 450 was used in the study. The brands and their extensions used were from the FMCG sector and data was analyzed using correlation and regression techniques. Results showed that consumers gave importance to price when they perceived high risk. The high perceived risk of parent brand increased the notion of losing money on the purchase of the brand extension. Lastly, a negative relationship between the perceived risks of parent brand and intension of buying a high priced brand extension was found. Keywords - Brand Extensions; Parent Brand: Perceived Risk; Price