Associate Professor, Bharati Vidyapeeth Institute of Management Studies and Research, Maharashtra, India. kaminiptk@gmail.com
The inclination to buy a product-whether now or later-is referred to as purchase intention. The paper analyzes the impact of brand equity on purchase intension (PI) in the context of purchasing home appliances. Data was obtained from 60 respondents in Mumbai. The methods used for analysis were-mean, standard deviation and multiple regression. The most important finding is that four of the five dimensions of brand equity, i.e, brand association (BA), perceived quality (PQ), brand trust (BT) and brand loyalty (BL), significantly influence purchase intension in the case of home appliances. In particular, perceived quality and brand loyalty have the strongest influence.
Purchase Intension, Brand Loyality, Perceived Quality
