Influence of Brand Equity on the Customers’ Preference of Smartphones in Madurai District

Abstract

In this modern era of technology smartphone plays a crucial role in our day-to-day life. In such a case customers would like to choose a better brand for their use. Brand means an individual identity created by a company in the minds of the customers. There are four elements of branding they are ‘Brand Identity, Brand Image, Brand Equity and Brand Positioning’. Brand equity generates revenue to the company by means of brand recognition. In this article, the study has been done to know how the brand equity influence the purchase behavior of the customers. Structured questionnaire has been used to collect data from 100 respondents. The study has been conducted in Madurai district. Simple percentage analysis and chi square test are used in this study.