Impact of Brand Equity on Customer Purchase Decisions: An Empirical Investigation with Special Reference to Hatchback Car Owners in Central Haryana

Abstract

With stiffening of competition among different car companies it become extremely important for marketers to focus on branding of their products. Brand equity is important tool for associating a brand and influencing customers in making purchase decisions for particular brand of hatchback cars. Factor analysis is used to understand the underlying factors influencing customers in positive purchase intension. The study throws light on various factors of brand equity marketers much focus on to attract and retain their prospective and existing customers. The study concludes that right marketing mix in marketing strategy a pivotal role in customer purchase decision criterion.

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