Consumer Packaging Perceptions and Trends
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Abstract
Abstract
This study examines the impact of brand image on customer purchase decisions of Hatsun Dairy Products Ltd, Chennai. The dairy industry in India is highly competitive, and brand image plays a crucial role in shaping consumer behaviour. Customer purchase decisions are significantly influenced by brand perception, product quality, packaging, advertising, and brand loyalty. The study aims to analyse the brand image of Hatsun Dairy Products and identify the key factors that influence customer purchase decisions. Primary data were collected from 100 customers through a structured questionnaire in Chennai. Percentage analysis, correlation analysis, and regression analysis were used for data interpretation. The findings reveal that brand reputation, product quality, price competitiveness, and packaging significantly influence customer purchase decisions. The study concludes that a strong brand image positively impacts customer loyalty and purchase intentions for Hatsun dairy products.
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@article{V2026Study,
title = {A Study on the Impact of Brand Image on Customer Purchase Decisions of Hatsun Dairy Products Ltd, Chennai},
author = {Dr. Dhaneesh V},
journal = {International Journal of Science Strategic Management and Technology},
year = {2026},
doi = {10.55041/ijsmt.v2i5.531},
url = {https://doi.org/10.55041/ijsmt.v2i5.531}
}FAQ
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