Study on the impact of consumer behaviour and brand equity on durable products with special reference to Bangalore district

Abstract

The strong brand equity has become a very significant factor that influences consumers behaviour of a brand Success in brand management ascends from understanding and managing brand equity appropriately to produce strong attributes that will influence consumers behaviour when making their choices This thesis emphasizes on the investigation of the impact of consumer behaviour and brand equity dimensions on purchase of durable products based on customer survey Research objectives of the thesis is to analyse the consumer buying behaviour on selected durable products demographic factors influencing purchase decision of consumers with regard to durable products to analyze the key dimensions of brand equity in influencing purchase decisions study the relationship between various dimensions of customer based brand equity and draw out managerial implications of the findings of the study It focuses on consumer behavior and brand equity dimensions of customer based brand equity on consumers behaviour of a brand This is based on the assumption that all these dimensions of brand equity will influence on consumers behaviour toward durable products brand