BRAND EQUITY AND PURCHASE INTENTION OF GILLS FOOD PRODUCTS

Abstract

Brand Equity or value of a brand is considered as value premium that provides a reason for a person to purchase a particular brand, therefore, brand preference and purchase intentions are strongly influenced by the brand equity. Considering this fact, the current study is designed to investigate the relationship between brand equity and purchase intention for Gills Food Products. Employing a mixed methods approach combining quantitative surveys and qualitative interviews, the study primarily aims at exploring how brand equity dimensions; brand awareness, brand association, brand loyalty, and perceived quality influence consumers' intention to purchase the Gills Food products. Data for the study gathered from 364 supermarket customers selected using convenient sampling method. The quantitative analysis reveals a significant positive correlation between brand awareness, brand association, brand loyalty, perceived quality, and purchase intention, while qualitative findings provide valuable insights into consumer perceptions and preferences, shedding light on the underlying mechanisms driving the relationship between brand equity and purchase intention. The study underscores the importance of building and maintaining a strong brand image to attract and retain customers. The findings of the study could be effectively used by the management of Gills Food Products' in sharpening their marketing efforts, in shaping marketing strategies towards enhancing brand awareness, cultivating positive brand associations, and fostering brand loyalty. Additionally, emphasizing product quality and engaging in innovative marketing campaigns can further strengthen brand equity and, consequently, boost purchase intention. However, the limited sample size and the employment of convenience sampling may not fully justify the generalizability of findings; therefore, it is important to consider larger and more diverse samples, to gather data at multiple points (longitudinal study) in future research to track changes in brand equity over time. Further, broader reliance on qualitative methods is desirable in gaining deeper insights into consumer perceptions. Overall, the valuable insights of this study could be used by marketing professionals, business organizations in enhancing the market presence and in achieving sustained growth, especially in the highly competitive food industry.