A Study on Brand Awareness and Brand Association factors, and customers attitude with reference to Fab India in Ahmedabad City

Hrikrishan Chaurasiya () and Belur O Baxi ()

SPAST Reports, 2024, vol. 1, issue 1

Abstract: Brand awareness plays an important role in the fashion and apparel industry. Strong brand awareness leads to brand associations, and this affects buying behavior. Brands can come to know about the customer association with buying behavior. This descriptive research work is done with the objectives to identify the brand awareness and association factors, and to explore the buyers’ attitude towards FAB India. It is a brand which offers vast and diversified craft to customers and is well known for its enduring and comfortable clothing. Researchers collected primary data from the sample size of Ahmedabad city. Various brand communications aspects like the brand logo, tag line, advertisements, brand endorsers, variety and range of the products offered are being considered to know Brand awareness of Fab India. Brand association is the key for brand image. Fab India has made multi brand associations. An attempt has been done to examine brand association factors for Fab India. Structured questionnaire was prepared and used to measure buyers’ attitude towards Fab India. Total Data was analysis by using PCA (Principal Component Analysis) for factor analysis and weighted Average Mean for customers’ attitude. Researchers found seven factors of brand awareness named: Variety of Collection, Tag Line, Product Range, Celebrity, Other Product Offered, Brand Endorsers, and Gender serving, and four factors of brand association named: Brand Characters, Personality, Product Image, Product Availability. Managerial implication of this research work may bring positive changes in Brand awareness and association of Fab India and helpful to make further strategies to associate with customers.

Keywords: Brand Awareness; Brand association; Buyers’ Attitude; Fab India (search for similar items in EconPapers)
Date: 2024
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