THE EFFECT OF BRAND EQUITY ON SMARTPHONE PURCHASE INTENTION

THE EFFECT OF BRAND EQUITY ON SMARTPHONE PURCHASE INTENTION

SRINIVAS K

MBA  4TH Trimester

PES University

Bangalore-Karnataka

INDIA

ABSTRACT:

The purpose of this study was to investigate how brand equity factors affected consumer's intentions to acquire smartphones in Bengaluru. The study employed a descriptive and causal research design. Data was gathered by the questionnaires. The models used helped to measure the impact of brand equity factors on smartphone purchase intentions. The Bengaluru smartphone industry is a dynamic one that is developing quickly. The Bengaluru smartphone market potential is determined by five elements, as per the survey. The goal of the research project was to identify opportunities for smartphone marketers in Bengaluru. The city serves as a regional hub for many businesses and connects all four provinces of India This study aims to explore the variables influencing consumers' intentions to acquire mobile phones in Bengaluru. A basic random sample technique was used to select consumers to meet the study's objectives. In addition to gathering primary data, four crucial variables—brand perception, brand preference, brand loyalty, and brand image were chosen, and their relationships to purchase intention were examined using correlation and multiple regression analysis. According to the study, to balance the opportunity, mobile phone retailers should take all the above factors into account.

Keywords: Purchase Intention, Brand Equity, SEM