Brand awareness and brand selection skill of women towards durable products in Erode district: An empirical evidence

This study is undertaken to measure the brand awareness and brand selection skill of women towards durable products. The sample size of the present study is 600 women respondents residing in Erode district and the sample respondents have been selected using convenience sampling technique. Various statistical tools such as t-test for independent sample and one way ANOVA, Reliability/Item analysis, Principal component Factor Analysis with Varimax rotation, Canonical correlation analysis and Linear Discriminant analysis are used to analyse the primary data. The results show that relating brand awareness and brand selection skill with socio-demographic variables, it is concluded that the aged women married to less educated are highly aware of quality & warranty but less aware of packaging design & advertisements of their brand of durable products. Between unemployed and employment women, the brand awareness and brand selection skill is significantly higher among employed. The women who are well aware and able to select their brand of durable product based on easy of maintenance and convenient use are likely to be employed.