Impact of Brand Awareness and Consumer Attitude on Purchase Intention towards Aadhan Milk, Alancholai

Abstract

The study investigates the impact of Brand Awareness and Consumer Attitude on Purchase Intention of Aadhan Milk in Teejay Prabha Milk & Nutriments Private Limited, Alancholai. The purpose of the research work is to identify the importance of certain brand and attitude variables in influencing the perception of consumers regarding Aadhan Milk and how it effects their intention of buying Aadhan Milk. The research methodology included stratified random sampling design and primary data was gathered through structured questionnaires from 384 respondents in urban, semi-urban and rural settings of Kanyakumari district. The techniques used in this research include Factor Analysis, Independent Sample t test, One-way ANOVA, Pearson’s correlation coefficient and Regression Analysis. It has been noticed that factors such as availability of the product, varieties, safety, experience, value for money, quality of milk and reputation play an influential role in creating Consumer Attitude and have been categorized into two types, namely market dynamics and product integrity. Statistically significant differences exist between brand awareness among gender and age groups. A moderate-strong positive correlation exists between Consumer Attitude and Brand Awareness (r = 0.546, p < 0.01). Consumer Attitude acts as a significant predictor.