Influence of Brand Attitude on Purchase Intention of Modular Kitchen
Author(s):
MEGHA GUPTA
Keywords:
customer satisfaction, Correlation, critical factors affecting customer satisfaction, modular kitchen, Modular kitchen Sector.
Abstract
The purpose of current study is to investigate the influence of brand attitude on customers’ purchase intention. Population was customers of branded modular kitchen. Using a self-administrated questionnaire 115 respondents were asked to answer the survey employing convenience-sampling method. The results indicated that advertising on print media and social media have significant impact on brand attitude. Further, brand attitude has a significant influence on purchase intention of consumers.This study starts with the review of the literature in customer satisfaction. The study conducts a survey and a questionnaire among the customers and professionals in the modular kitchen sector. The aim of the study is to analyse the factors affecting customer satisfaction and finding out the ones related with the modular kitchen sector. After applying the survey, the relations between the inputs and outputs of the satisfaction are analysed with the overall satisfaction itself. The strong and weak factors are determined and a proper CRM tool is build-up to realize a decision-support and forecast tool in the study, which can be seen as a beginning for the companies in the real sector in this business to build a much more detailed and ERP integrated software and to use them. The results of the survey are compared with the similar studies from the literature.
Article Details
Unique Paper ID: 161387

Publication Volume & Issue: Volume 10, Issue 3

Page(s): 526 - 531
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