Vol. 12 No. 3 (2022): Vol 12, Iss 3, Year 2022
Articles

Influence of consumer brand attitude on purchase intention -in case of selected branded atta products

Venkata Subbiah P
Research Scholar, VITBS, VIT University, Vellore & Assistant Professor in AITS (Autonomous), Rajampet.
Sathish A S
Sr. Associate Professor, VIT Business School, VIT University, Vellore.
Published September 30, 2022
Keywords
  • Brand Attitude, Brand Trust, Product Knowledge, Value consciousness.
How to Cite
P, V. S., & A S, S. (2022). Influence of consumer brand attitude on purchase intention -in case of selected branded atta products. Journal of Management and Science, 12(3), 137-141. Retrieved from https://jms.eleyon.org/index.php/jms/article/view/590

Abstract

Consumer behaviour change every day and evolve from time to time based on various factors, but the one thing that would always stay constant is their mentality on value consciousness, people always tend to gain more value for the spending money.Value consciousness means the value a customer gains for the amount of money he pays. People are starting to become more and more value conscious, as businesses are getting really competitive and the customers use the bet out of it. Purchase intention had showed remarkable work in contributing to the theory of buyer behaviour. However, the impact brand attitude on purchase intention in marketing has not yet been well explored especially in a developing economy. The fact that there are conceptual connections of trust to the notion of satisfaction and loyalty, and that this effort is especially lacking in the brand-consumer relationship, moves the authors to focus on analyzing the relationships existing among these concepts. Further the relationship between brand attitude, product knowledge, the way it affects the perceived value of consumers and the ultimate result on brand trust is also tested.

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