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Consumer Purchase Decision Making: A Case Study

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2.7 Relationship between Brand Awareness towards Consumer Purchase Decision
One of the main factor from brand equity that influencing consumer purchase decision process is brand awareness. A product with a high level of brand awareness will receive the higher consumer preferences because it has the higher market share and quality evaluation. Boonwanna, Srisuwannapa, & Rojniruttikul (2014) argue that brand awareness plays a critical role on purchase decision by consumer because consumer’s are tend to buy product or services that already familiar and more well-known brands. The awareness of a product or services can help the consumer’s to recignize a brand from a product category and make a purchase decision.
2.8 Relationship between Brand Association towards Consumer Purchase Decision
Brand Association would help the consumer’s to collect and …show more content…

Heidarian, Kariznooe & Bijandi (2015) on their research believes there are 6 different factors of brand equity that influencing consumer purchase decision: brand experience, brand image, perceived relevance, brand satisfaction, brand loyalty and brand trust. However, the researcher used 4 out from several factors mentioned above which are brand awareness, brand association, perceived quality and brand loyalty applied from previous research e.g. Akhtar et al. (2016), Fouladivanda, Pashandi, Hooman, & Khanmohammadi (2013), and Gunawardane (2015). This previous research believes the 4 factors of brand equity are having a strong relationship and significantly influence purchase decision. Therefore, the researcher want to know the influence of those factors on smartphone sectors so it will help the company to improve future operation and marketing strategy to increase the sales growth

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