AN EMPIRICAL STUDY ON BRAND EQUITY AND CONSUMER PURCHASE DECISION MAKING

Abstract

Brand equity plays a significant role in shaping consumer perception and influencing purchasing decisions in highly competitive markets. It represents the value that a brand adds to a product through consumer awareness, loyalty, perceived quality, and brand associations. Strong brand equity helps organizations build trust, differentiate their products from competitors, and create long-term relationships with customers. The purpose of this study is to examine the influence of brand equity on consumer perception and buying decisions. The research focuses on understanding how different dimensions of brand equity, such as brand awareness, brand loyalty, perceived quality, and brand image, affect the attitudes and purchasing behavior of consumers. The study also explores how a strong brand presence can positively impact consumer confidence and preference while selecting products or services. The research adopts a descriptive research design and uses primary data collected through a structured questionnaire from consumers. Secondary data has been collected from journals, articles, books, and online sources related to branding and marketing. The collected data is analyzed using statistical tools such as percentage analysis and tabular interpretation to understand the relationship between brand equity and consumer buying behavior. The findings of the study indicate that consumers tend to prefer brands with strong reputation, high quality perception, and positive brand associations. Brand loyalty and brand awareness significantly influence the purchasing decisions of consumers. The study concludes that companies must focus on strengthening their brand equity through effective marketing strategies, consistent product quality, and strong customer engagement to enhance consumer perception and encourage repeat purchases