An Impact of Brand Equity towards Purchase computer devices laptop: A case study of southern province SLIATE students

D.N.P. Attanayake, V.G.S. Pradeepika, K.K.J. Chandima

Volume: 10 Issue: 04 2024

Abstract:

To stay competitive in the market, businesses need to be aware of the driving forces and emerging trends. The article is a source of marketing information for producers and sellers regarding market demand of Laptops. It also facilitates expansion of knowledge on the consumer laptop market in Southern province in Sri Lanka and helps consumers to make informed decisions during purchase process. Furthermore, the research has enhanced manufacturers, laptop parts distributers and marketers’ concentration their customer purchase intention in laptop equipment industry. The study is based on a primary data collected from 132 students from Galle and Tangalle Advanced Technological Institutes. Data were gathered using structured questionnaires. the results gathered from the respondents were analyzed in order to get a meaningful conclusion. The hypotheses are developed based on the constructed conceptual framework which derived from the four dimensions proposed by Aaker (1991) in the brand equity literature. The Cronbach alpha values, KMO values, Pearson correlation and regression analysis were used in this study. The research results showed that there is positive and significant relationship between factors of brand equity (brand awareness, brand loyalty, brand association and brand quality) and purchase intention.

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