IMPACT OF BRAND NAME ON BUYERS' DECISION TOWARDS CELL PHONE WITH SPECIAL REFERENCE TO BHARUCH DISTRICT

Abstract

The research found brand loyalty and brand awareness were the influential factors for purchase intention of smart phones. Both Females and males participate in purchase intention. Qualification had no significant differences on purchase intention of smart phones. The findings of this study add values to the literature and its applicability of brand equity, brand awareness and purchase intensions which helps to formulate polices and strategies.