A Study on Consumer-Based Brand Equity for Air Conditioners in Hyderabad

A Study on Consumer-Based Brand Equity for Air Conditioners in Hyderabad

Ayesha Begum, Mr. Arijit Santikary, Siva Sivani Institute of Management,

Hyderabad

ayesha2023@ssim.ac.in, arijitsantikary@ssim.ac.in

Abstract

The Indian air conditioner market has grown tremendously due to increasing urbanization, disposable incomes, and climate change. As a result, air conditioners have become a necessity and not a luxury item. With regards to this, the rapidly developing metro city of Hyderabad is servicing a huge market of valued customers that use brand equity drivers such as price, energy efficiency, and other attributes that go as far as loyalty. This research seeks to understand the impact of equity brand on customer's choices among the various air conditioner brands in Hyderabad. A structured questionnaire was developed, and data was collected through an online survey from 151 respondents derived from a diverse population. The research employed Chi-square tests, ANOVA, and regression techniques to test and measure the contribution of brand image, quality appraisal, and loyalty to consumer choice.

From this, it was found that brand trust and brand awareness do affect consumers’ purchasing decisions most significantly and about this, LG came out on top. The research paper stresses the need for competitive branding, energy-efficient technology, and superior marketing to build and maintain brand loyalty in the highly competitive air conditioner market