Impact of brand awareness on purchase intention: A study on mobile phone users in Mysore

Brand awareness plays an important role on purchase intention because consumers tend to buy a familiar and well known product. Therefore, if businesses want to defeat their competitors, they have to make consumers love to buy their products and brands. The purposes of the study are to explore the effects among brand awareness and customer purchase intention. The samples are collected from cellular phone users living in Mysore and the research adopts regression analysis and mediating test for data analysis. The study suggests that mobile phone manufacturers must try to build a strong brand and support its brand awareness through sales promotion, advertising, and other marketing activities. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product from their purchase experience. As a result, brand loyalty and brand preference will increase and also purchase intention.