A Study on Brand Equity in Consumer Articles With Reference to Chennai City

Abstract

Brand equity emerged as an important idea in later part of 1980. In a general sense, brand equity of marketing is uniquely attributable to the brand and the added value endowed to a product or service as a result of past investments in the marketing activity for a brand. Thus, brand equity serves as a bridge between what has happened to the brand in the past and what will happen to the brand in the future. newlineMarketing and consumer research penetrate to identify the variables causing a concern to retain the customer forever to accomplish their end means by propagating not only the product innovation but also to retain and restore the product, starting with brand name/awareness and ending with brand equity. The studies done previously had contributed a few effective results to help the markets in their innovative strategies to make the product reach the potential customers. Consumers had been getting satisfied through various goods and services. The consumers are curious in purchasing such products which provide them care and protection leading to have good health. Thus, the present study makes an approach to identify and evaluate the brand equity of personal care products to provide an effective information to the business world. newlineThe objectives of the study are as follows: newlineTo identify and analyse the relationship of brand equity with the socio-economic characteristics of the consumers. newlineTo analyse the association between the brand equity and its fundamentals viz., product attributes, post purchase behaviour, purchase decision and sales promotion mix. To identify the relationship of brand equity with regard to awareness, loyalty, association, performance and knowledge of brand of each personal-care-product. To examine and analyse the reasons for success or failure of the selected products in ensuring brand equity. newlineThe Methodology followed is with the data comprising 2 vital parts: Primary and Secondary. The primary data is to gather the perception and opinion of the respondents. The sample size was 500. The second