A study on brand awareness and consumer buying behaviour towards laptops with reference to Coimbatore city
Dr. S Namasivayam, M Prakash, Dr. MS Ranjithkumar, M Gunasekaran, S Ashwini
Brand awareness is a customers' ability to recognize the brand, the logo and the advertisements. It helps the customers to understand the product or service category belongs and what products and services sell under the brand name. This study is to find the important attributes increasing brand awareness for laptops in Coimbatore city and to do a research about brand awareness; the main objective of the study is to identify the factors and the preference of the respondents while purchasing laptops. The statistical tools like simple percentage, weighted average, ranking analysis were applied to realize the objective of the study. The result divulges majority of the respondents are Familiar with laptops. Latest technology is the factor which influence while purchasing a laptop has been ranked as First. The entire study shows that Laptop usage is very much popular in between the respondents whether their residential status is urban and rural.
Dr. S Namasivayam, M Prakash, Dr. MS Ranjithkumar, M Gunasekaran, S Ashwini . A study on brand awareness and consumer buying behaviour towards laptops with reference to Coimbatore city. International Journal of Multidisciplinary Research and Development, Volume 3, Issue 2, 2016, Pages 243-247