A Study on Brand Consciousness of Consumers in Retailing Environment
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 5
Abstract
The impact of factors on brand consciousness is analyzed in this paper. The dependent variable is brand consciousness and independent variables are similarity avoidance, normative influence and public selfawareness. A structured questionnaire with fifteen items was used for primary data from 140 respondents. The findings of this study suggest that brand consciousness plays a vital role in consumer decision making process. The consumers are dependent on brand for making purchase decision especially household items.
Authors and Affiliations
S. Lakshmi Narasimham
Keywords
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- DOI 10.9790/487X-2005030103.
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