A STUDY ON EFFECT OF CONSUMER BRAND AWARENESS ON PURCHASE INTENTION TOWARDS BRITANNIA PRODUCTS

Abstract

The study made an effort to test the effect of consumer brand awareness on purchase intention towards Britannia products. The target population for this study is consumers in Erode district who have purchased Britannia products. A survey questionnaire was used to collect data from the respondents. The questionnaire consists of three parts, such as demographic profile, effect of consumer brand awareness on purchase intention, and consumer grievances with respect to purchase of Britannia products. A convenience sampling technique was used, and the sample size was 200 respondents. The collected data were analyzed using simple percentage analysis, factor analysis, multiple regression analysis and Garrett ranking. Results confirms that brand image and recognition, trust on brand, consumer loyalty, consumer attitude, product attributes, and consumer welfare have considerable effect on purchase intention towards Britannia products. Furthermore, high price, poor quality of product and low quality of packing are the main grievance to the consumers while purchasing Britannia products.

Key Words: Consumer, Brand Awareness, Purchase Intention, Consumer Grievances, Brand Image and Reputation