An Analysis on Relationship Between Brand Awareness and Repeat Purchase

Abstract

The majority of the country's revenue is generated by sales. The selling strategy adopted by various producers is with the aim of maximising their profit. By adapting to different methodologies of marketing, the producer aims to reach the consumers' minds and tries to place their product with a unique brand name. With the adoption of various technologies and innovations, the producers try to retain their product in the market with a positive market value (branding). Thus, the study, titled "A Study on the Relationship between Brand Awareness and Repeat Purchase," aims to investigate whether there is a clear link between product brand creation or brand awareness and consumers' repeated purchase decisions. To investigate the study, a questionnaire was employed as a major data gathering tool from 100 active customers. For the purpose of analysing the study in a detailed manner, statistical tools such as ANOVA and chi-square have been used to extract the appropriate results from the study. From the analysis, the study interpreted that awareness influencing factors such as reliability, self-esteem, and brand image have no significant difference with the gender and their buying decision of the product. In addition to that, the study further highlights that influencing factors such as television, newspapers, social media, and websites have no direct association with the occupation of the consumer and don’t affect the buying decision of the customer.