CONSUMER PERCEPTION TOWARDS BRAND AWARENESS, PREFERENCE, SATISFACTION LEVEL AND REPURCHASE INTENTION – A STUDY WITH SPECIAL REFERENCE TO MAMA EARTH PRODUCT IN CHENNAI CITY

Abstract

In today’s fastest changing market, it is merely unpredictable to know the consumers’ perception towards purchase decision due to the availability of more brands in the market with the small life cycle. Further, the advent of sophisticated techniques had made more innovation in the various dimensions of product. The paper has focused on studying their brand awareness, reason behind the preference of the brand, connected to their satisfaction level which leads to repurchase intention with respect to Mama earth product. A structured questionnaire has been prepared and collected 234 respondents using random sampling method in Chennai city among women. The data thus collected has been summarized and analyzed by using statistical tools like percentage analysis and descriptive analysis to this study with reference to Mama earth Products. The results of the study show that the customers are well aware, prefer and they have neutral level of repurchase intention. The results also stress on customers demanding for more quality and more eco-friendly initiative through technology and innovation.