Vol. 1, Issue 3 (2014)
Influence of brand awareness on consumers’ purchase decision towards FMCG products in Dharmapuri town
Author(s): Dr. S Gurumoorthy
Abstract: The article tries to find out the importance of brand awareness in consumers’ purchase decision towards FMCG products in Dharmapuri town. One objective of this study is reached through proper methodology. Sample size is 730 in all obtained through quota sampling in Dharmapuri town. Researcher designed questionnaire is with 5 point scale in the continuum of agreeing. Reliability of this tool is 0.80 and 0.74. Various statistical tools employed were correlation and regression analyses were for data analysis. The study reveals that there is a relationship between brand awareness and purchase decision as well as brand awareness influences purchase decision. Throughout the research, the finding indicates that the brand awareness influencing consumer’s purchase decision. Hence, the scientist all over that so as to make, maintain and expand own whole awareness, firms should perceive the importance of growing and leverage brands’ power-assisted and unaided awareness and act consequently. Selling integrated communication should be enforced, with special stress on advertising and client relationship management that play elementary roles during this direction.