15Nov 2017

BRAND CHOICE BEHAVIOUR OF ONLINE CONSUMERS - AN EXPLORATORY STUDY?

  • Professor and Research guide, Department of Commerce and Management Studies, Vivekananda College, Bengaluru.
  • Research Scholar, Regd No. PP MAN 0497,Management, RayalseemaUniversity,Kurnool, Andra Pradesh.
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Globalization has made people aware of many brands and online brand choice is the new trend. Hence it becomes a need to analyse the brand choice behaviour of customers shopping online, which is the primary objective of the study proved empharically. This leads to identifying factors that influences brand choice , such as, consumer related behavior, brand equity elements, technological factors and customer purchase behavior factors and also to evaluate them. A research model is proposed to analyze the impact of factors affecting brand choice of online customers. Hypothesis have been formulated and tested accordingly using the tools, such as Cronbach?s alpha Reliability test, Multiple Linear regression and ANOVA. Primary data (250) is collected through random sampling through questionnaire. After analysis, most of the factors except Brand awareness were found to be significant. Suitable suggestions based on findings are given. This study offers online retailers an understanding about customers attitude towards brand choice behavior of online shopping.

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[Purushothama and Shantha Kumar K, (2017); BRAND CHOICE BEHAVIOUR OF ONLINE CONSUMERS - AN EXPLORATORY STUDY? Int. J. of Adv. Res. 5 (Nov). 569-573] (ISSN 2320-5407). www.journalijar.com

Shantha Kumar K,
Department of Commerce and Management Studies, Vivekananda College, Bengaluru

DOI:

Article DOI: 10.21474/IJAR01/5803      
DOI URL: https://dx.doi.org/10.21474/IJAR01/5803

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