Organic Consumers’ View on Brand Equity: Effects of Brand Awareness, Perceived Quality Brand Loyalty, Brand Association, and Brand Image

Abstract

This paper investigates the determinants that influence purchase decision towards branded organic food product in Chennai city. The focus on organic customers is understandable in this study. Hence 454 respondents of organic food products in Chennai city are selected as by purposive sampling method. The primary data are collected directly from the respondents through a structured questionnaire. Secondary data are collected from journals and websites. Statistical tools like percentages analysis, descriptive analysis, one-way ANOVA, Regression analysis, structural equation modeling (SEM) are used to analyse data.The results discovered that five elements of brand equity have maximum impact on consumer buying behaviour. though, results also explained that the highest impact on consumer purchasing behaviour refers to "brand awareness, perceived quality, brand loyalty and brand assets" significantly predicts the purchase decision, Perceived quality followed by brand loyalty of branded organic food products.Our result indicate that demographic variables age, family size and education influences better in making purchase decision which reflect that organic customers  have a positive attitude towards branded organic food product.