A Study on the Brand Image of a Hypermarket in Coimbatore City

G. Yogeshwaran, S. Hemalatha, A. Rohini and V. Anandhi

Asian Journal of Agricultural Extension, Economics & Sociology, 2022, vol. 40, issue 10, 5

Abstract: This research project had the purpose to discuss the impact of the Brand Image of the hypermarket among the customers in Coimbatore city. Retailer’s brand image is the key factor that help them to engage with customers and influence their buying behaviors. The concept of the brand image draws vital attention from the practitioners as it plays a significant role in marketing activities. In this study, the concept of brand image of a hypermarket in second largest city of tamilnadu had been discussed. A convenient sampling with a sample size of 200 has been used in the hypermarket for the present study. Percentage analysis and Relative Importance Index are the tools that are used in the study for the analysis of samples. The purpose of this study is to find how the store’s brand image had reached the customers and the reason for its reach. Finding and discussion were about Impact of Brand Image on Consumer Purchase Behaviour in hypermarket, brand image factors and how it helps the company to influence customers purchasing behavior.

Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
Date: 2022
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