A Study on the Role of Brand Reputation in Co...

A Study on the Role of Brand Reputation in Consumer Decision Making For Mobile Purchase at Chennai Mobiles Ashok Nagar

Author Name : Shiney Jane Rhema B S, Dr. M. Raja

ABSTRACT This study investigates the role of brand reputation in influencing consumer purchasing decisions at Chennai Mobiles, Ashok Nagar. It focuses on factors such as brand image, trust, customer loyalty, and service quality. Data was collected from 103 respondents through a structured questionnaire and analyzed using Chi-Square Test, ANOVA, and Percentage Analysis. The results show a strong correlation between brand reputation and purchase behavior. Consumers prefer brands with a positive image and reliable after-sales service. The study concludes that brand familiarity and trust significantly impact customer confidence, repeat purchases, and overall consumer loyalty in the smartphone retail market.