Brand awareness -The influence in consumers’ purchasing decisions

The study is to investigate buyer's point of view about the impact of brand awareness, perceived quality and customer loyalty on brand profitability and purchase intention. Further the study is also focused on finding out the mediating role of purchase intension on the relationship of brand awareness and profitability, perceived quality and profitability and brand loyalty and profitability. The study was causal in nature and data was collected from 100 customers. The results showed significant impact of brand awareness and loyalty and significant impact of perceived quality on profitability. Further the results revealed significant impact of brand awareness, perceived quality and loyalty on purchase intention. It also showed that purchase intension mediates the relationship of the perceived quality and profitability only. Consumers choosing from a set of brands with marked awareness differentials showed an overwhelming preference for the high awareness brand, despite quality and price differentials. They also made their decisions faster than consumers in the non awareness condition and sampled fewer brands. In summary, awareness differentials seem to be a powerful influence on brand choice in a repeat purchase consumer product context. Consumers show a strong tendency to use awareness as a heuristic and show a degree of inertia in changing from the habit of using this heuristic.