THE IMPACT OF BRAND AWARENESS ON CONSUMER PURCHASE INTENTION OF CELLULAR PHONE IN VELLORE DISTRICT,TAMIL NADU

Most of the products being sold in the market today are identified by their names. The name which helps the buyers
in recalling the product instantly is known as brand name. It is for the purpose of identification of product, it
becomes more crucial in the consumer durable market where buying decisions of the consumers are based on the
brand perception. It has been rightly said by Al Ries and Jack Trout that “Marketing is not a battle of products, It is
a battle of perceptions”, in their book “22 Immutable laws of Marketing”. In order to be perceived first by the
buyer, marketers put deliberate efforts in making the product recognizable and perceivable. Branding helps in
winning the battle of perception. In general, the Indian consumers were indifferent in choosing the brand, since a lot
of close substitutes were available in the market. Due to technological and knowledge up-gradation, today’s
customers prefer to opt for branded product. When several brands of a particular product, which are similar in
quality of performance and external appearance, are available to the consumers brand knowledge, loyalty and trust
can create a preference in the minds of consumers. Thus, there is a need to take a re-look at analyzing the purchase
intention and buyers’ choice towards a particular brand. Under these circumstances an attempt has been made by
the researcher to study the impact of brand heuristics, brand knowledge, brand trust, brand loyalty, perceived
quality, brand association and brand equity on the purchase intention of various brands of television.