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Authors
Affiliations
1 Department of Commerce, Prince Shri Venkateshwara Arts and Science College, Palavanthangal, Chennai, Tamil Nadu, IN
2 Pondicherry University, Karikas Campus, Karikal, IN
Source
International Journal of Innovative Research and Development, Vol 5, No 3 (2016), Pagination: 261-266
Abstract
Global warming is the concern for all in the world. Everyone knows the impact of rise in temperature every year. To adjust the situation many resort to buying of air conditioners. Earlier in 1950’s only rich people had air conditioners at home. Today even middle income group tend to buy Air Conditioners to have a good cool at summer at home. In this situation it becomes essential to study the impact of brand equity on customer satisfaction and purchase intention of air conditioners in Chennai. Brand equity helps the marketers to sell profitably. Brand awareness is nothing but having good knowledge about the brand. Marketers do this by intense advertising. This research paper aims to study the brand equity and its impact on customer satisfaction and purchase intention of air conditioners users in Chennai. The methodology used for this research paper is stratified random sampling by collecting questionnaire from 650 respondents in Chennai. That data will be analyzed using statistical tools using SPSS software. The results will be useful to air conditioners makers and marketers to sell profitable.
Keywords
Brand Equity, Customer Satisfaction, Purchase Intention, Air Conditioners.
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