Influence of brand equity on consumer purchase behaviour special reference to cargills brand name in Jaffna district

Brand equity is the intangible value added to a product by the effective use of promotion and other marketing tools. On dimensions like image, distribution and physical design, it can provide strong competitive advantages in product categories where most alternatives provide the same benefits. Consumer behavior is an important consideration when constructing a marketing plan. While revenue, sales numbers and all profit generating departments are important, when it comes down to it consumer behavior is a big part of the marketing puzzle. The present study investigates the Influence of brand equity on consumer purchase behaviour. The sample was selected from the population of consumers in Cargills branded products. For the purpose of data collection from the respective consumers, the 200 consumers were selected as sample from consumer's population. Based on the mean value, the influence of the brand equity on purchase behaviour are categorized into two levels. Brand element and brand perceived quality are in higher influence to purchase of Cargills branded products. Brand awareness, brand imagery, brand performance, brand resonance and brand association are in moderate influence to purchase of Cargills branded products.