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IMPACT OF BRAND AWARENESS AND BRAND LOYALTY OF VKC PRODUCTS ON PURCHASE DECISION OF CUSTOMERS AND STRATEGIC BRAND MANAGEMENT SUGGESTIONS – AN ORGANIZATIONAL ANALYSIS
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Author(s):
DEEPU.S, SREYA SURENDRAN.E.K.
Vol - 10, Issue- 6 ,
Page(s) : 235 - 247
(2019 )
DOI : https://doi.org/10.32804/IRJMSH
Abstract
Brand holds great importance in consumer’s life and now a days it has become a status symbol and customers all over the world now prefer branded products. The impact of brand awareness and brand loyalty of VKC products on purchase decision of consumers was taken into consideration in this organizational study. The study was also concentrated to find out the variation in brand loyalty among customers across different income groups and to find out the existence of any relationship between price sensitiveness and brand loyalty of VKC customers. The primary data for the study were collected from the respondents by administering a structured questionnaire, interview, discussion with the customers etc. The respondents included males and females of different age group, marital status, income group, employment status etc. The study revealed that VKC brand awareness was from online media and advertisement but friends and family were the main purchase influence. Majority of the respondents were satisfied with the brand and loyal to the VKC brand. Most of the customers felt that VKC brand is a status symbol and identified themselves as brand loyal customers. Chi square analysis revealed that there existed no significant relationship between brand loyalty & income level of VKC customers. Spearman’s Rank correlation analysis established that there was not much relationship between price sensitiveness and brand loyalty.
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