An Empirical Research On Brand Equity Dimensions Influence The Consumer Buying Behavior: A Case Study On Durable Products In Chennai City

Abstract

This research study aims to examine the influence the brand equity dimension on consumer buying behavior on durable products. This study was based on the buying decision and brand equity. There were seven factors involved in the present study such as brand awareness, brand loyalty, perceived quality, brand association, brand familiarity, price perception and advertising.  The study was empirical nature; the data were collected from 200 consumers who bought durable products at Chennai city by using a scheduled questionnaire. In this study carried out the following objectives such as to understand the brand equity dimension influence on consumer buying behavior and to analyze the relationship among the brand equity dimension. The results found through the analysis is maximum factor is highly correlated with each other factors. Hence, the null hypothesis is rejected. There is a relationship among the all factors (dimension of brand equity). The brand equity factors are influencing the buying behavior. The marketing research should concentrate on brand awareness, brand loyalty, brand familiarity for improving the quality of services to the customer have the good experience while buying durable products, because chance to create they will introduce to their friend’s circle.