Contabilidade e Marketing

Influence of Brand Attitude on Purchase Intention of Modular Kitchen in Chennai City

Abstract

Gomathy M and Sabari Rajan KK

The purpose of current study is to investigate the influence of brand attitude on customers’ purchase intention. Population was customers of branded modular kitchen in Chennai city. Using a self-administrated questionnaire 220 respondents were asked to answer the survey employing convenience-sampling method. The results indicated that advertising on print media and social media have significant impact on brand attitude. Further, brand attitude has a significant influence on purchase intention of consumers.