Impact of Brand Awareness on Customer Buying Behaviour at Misty Hut Dairy Food

This study investigates the impact of brand awareness on customer buying behaviour at Misty Hut Dairy Food, a dairy processing enterprise based in Erode, Tamil Nadu. The research adopts a descriptive design using structured questionnaires administered to 110 respondents selected through simple random sampling. Primary data was analysed using percentage analysis, ANOVA, Chi-square, and correlation techniques. Findings reveal that 75% of respondents are aware of the brand, with social media emerging as the primary source (29%). Product quality is the dominant purchase factor (35%), while brand awareness shows a strong positive correlation (r = 0.68) with purchase behaviour. Statistical tests confirm significant associations between demographics and buying behaviour. The study concludes that strengthening brand awareness through digital marketing and quality assurance can substantially enhance customer preference and purchase frequency.