Measurement of Brand Awareness and Brand Perc...

Measurement of Brand Awareness and Brand Perception towards Samsung Mobile Phones

Author Name : Dhivyaa M, Dr. R. GunaSundari

ABSTRACT

Brand awareness is the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. As brands are competing in a highly globalized market, brand awareness is a key indicator of a brand's competitive market performance. Brand awareness is one of the major brand assets that adds value to the product, service or company. Investing in building brand awareness can lead to sustainable competitive advantages, thus, leading to long-term value. Buying behaviour is the consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. This study analyses the buying behavior of the customers and their awareness about the brand Samsung and their satisfaction towards the android mobile phones of Samsung.

Keywords: brand awareness, buying behavior, Samsung.