A Study on Brand Awareness of Mobile Phones - with Reference to Specific Brands in Bangalore City, Karnataka, India

Abstract

In recent times consumers choose their favorable and familiar brands due to the rise in their consciousness.  Consequently, the businesses in order to compete with others must create love for their brands in the minds of consumers. So, the purpose of this article is to identify the influence of Brand Awareness in Purchase intention with reference to mobile phones in Bangalore city, in this course a questionnaire was developed circulated among young adults, by hypothesizing that brand awareness has a high influence on purchase decisions.  The testing of hypothesis was done using correlation and chi-square analysis. The study results say that brand awareness has definite positive influence on purchase decisions. even the results show that today's generation are ready to accept new brands if it satisfies their preferences.