 A study on customer buying behaviour based on brand equity and satisfaction towards organised retail storesK. Suregka Felix, M. Hema Nalini and Muthukrishnan Nagarajan International Journal of Intelligent Enterprise, 2026, vol. 13, issue 2, 113-127 Abstract: The findings elucidate that brand equity is significantly differing amidst profile of customers in organised retail outlets. Brand awareness, brand association, perceived quality and brand loyalty have significant and positive influence on buying behaviour of customers in organised retail stores. Brand equity, buying behaviour and satisfaction of customers in organised retail stores are positively and significantly interrelated with each other. Organised retail stores should adopt efficient advertisement and sales promotional strategies for improving awareness and association of brands among customers. In addition, organised retail stores should take necessary efforts to improve the customer's perceived quality and brand loyalty by creating a better image of the brand that helps customers distinguish the brand along with its superiority over other competitive brands, and thereby fostering loyalty towards the brand. These improve further buying behaviour and satisfaction of customers in organised retail stores. Keywords: brand equity; buying behaviour; customer; satisfaction; Tamil Nadu. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijient:v:13:y:2026:i:2:p:113-127 Access Statistics for this article More articles in International Journal of Intelligent Enterprise from Inderscience Enterprises Ltd |
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