Power of Brand Image and Advertisement Blend over Consumer Purchase Decision

Dr. Santhi S, Ms. Sandhiya. M, Dr, Rangarajan. R

Advertising, Brand Image, Consumer Buying Decision, Profitability.

The aim of the research was to assess the impact of brand image and promotional mix on consumer purchasing decisions. A descriptive survey research technique was employed as the framework for the study. Judgmental and purposive sampling methods were utilized. The data collected from the respondents were analysed using correlation. The results indicated that brand image, advertising, sales promotion, and personal selling significantly affect consumer buying decisions at the 01 level (2-tailed). The research concluded that the manner in which a product is marketed, along with the brand’s integrity, encourages consumers to buy it and make repeat purchases, as well as enhancing referrals of the product to potential customers. The research circulated the questionnaire to Chengalpattu district in Tamil Nadu has 8 taluks: particularly to Chengalpattu, Pallavaram, Tambaram, Thiruporur, and Vandalur. The study thus advised organizations, particularly those involved in marketing fast-moving consumer goods, to concentrate on a unique promotional mix, as the research empirically demonstrated that the perception of brand image can influence consumer buying decisions sustainably. It is also suggested that each marketing firm should implement a blend of promotional mix that can yield distinct results regarding turnover, enhanced market share, customer retention, profitability, and productivity, among other factors.

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