1Professor and Principal, Immanuel Business School, Solipet, East Hyderabad
2Assistant Professor, Institute of Public Management and Development Studies, Department Of Public Management, Ethiopian Civil Services University, Addis Ababa, Ethiopia. 9849302098
3Assistant Professor, Institute Of Public Management And Development Studies Department Of Public Management, Ethiopian Civil Services University, Addis Ababa, Ethiopia
Online published on 12 May, 2017.
Nowadays brand image is a powerful tool to entice new customers by influencing their behavior with various strategies that would make them loyal to one brand. The demand for footwear products in India is expected to register a retail value CAGR of 8% at constant 2015 prices to reach sales of Rs 1.1 trillion by 2020. The rising health and wellness trend in the country is expected to drive increased participation in activities. This indicates that competition would become fiercer among footwear manufactures and retailers. In this paper the effect of brand image on consumer purchase behavior is examined. Two regions, namely Northern India and Southern India are selected to investigate brand equity and customer consumption values in order to compare different purchase behaviors. Here in this paper investigation's methodological process is explained and the description of data collection and expected process of investigation with reasoning of techniques used in the investigation is presented. In the review of literature a Brand Equity of D. Aaker, 1991, and K. Keller, 2003 is introduced in order to elaborate upon four elements brand awareness, perceived quality, brand association, brand loyalty which contributes in brand image creation, the Theory of Consumption Values of J. Sheth et al., 1991 is used to collect meaningful findings and solve risen assumptions. In the Results of Empirical Investigation part of the thesis the assumptions about the effect of brand image on consumer purchase behavior are analyzed, the interviews were conducted with eight respondents who have experience and knowledge about footwear purchase activities, during the information collection process some meaningful findings are discovered.
