• Namitha Krishnan

The Study highlights on the theme of “The importance of Brand Awareness and Brand Perception.”The main intention of the study is to establish the brand image, perception, attitudes and behavior of the consumers. Brand awareness refers to the level to which customers are capable to evoke or recognize a brand and Brand perception is what customers believe a product or service represents, not what the company owning the brand says it does. Brand perception comes from customer use, know-how, functionality, reputation and expression of mouth recommendation on social media channels as well as face to face. This also signifies the purchasing pattern of customers towards the brand. Brand awareness is vital when launching new products and services, and it drives consumer’ decisions when making a distinction between competing companies. It encourages repeat purchases and leads to a boost in market share and incremental sales. Majority of the customers believe that the branded products will have a superior quality, the opinion about the branded products will always be positive among the customers. This study clearly divulges that branded products are always status related and enhances the sales of the products.

Brand Awareness, Brand image, Consumer Perception, Purchasing Behavior, Market Share, Brand Recognition, Brand Equity, Brand Value

"A study on brand awareness and brand perception of fertilizers in Kerala", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.972-980, June-2019, Available :http://www.jetir.org/papers/JETIR1907U13.pdf

"A study on brand awareness and brand perception of fertilizers in Kerala", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp972-980, June-2019, Available at : http://www.jetir.org/papers/JETIR1907U13.pdf