The Influence of Brand Equity on

Consumer Buying Behaviour of Organic

Foods in India
Syed Irfan Shafi* and C. Madhavaiah**
This paper is aimed to investigate the interrelationship between the measure of brand equity and consumer
behaviour in purchasing branded organic foods. Brand equity dimensions such as brand awareness, brand
loyalty, perceived quality and brand association have been considered as the most attributing features of brand
equity. In this study, sums of 150 usable questionnaires were gathered. Data were collected from organic foods
consumers from Shopian the largest district of Kashmir. The results revealed that all the four elements of brand
equity have highest impact on consumer buying behaviour. However, results also showed the highest impact on
consumer purchasing behaviour refers to brand loyalty.
Introduction

ndia nowadays is on the edge of an

organic revolution and Indian Organic
Food industry still at an emerging phase,
has qualified persistent growth in earlier few
years. The countrys nascent organic food
market is converting into worlds fastest
growing organic food market supported by
a change in consumer behaviour and
expenditure patterns. Organic Food Industry
has been growing in India. The industry to
which foreign demand/exports was oxygen
to inhale will be feeling a huge change in the
consumption pattern in times to come. With
increasing health awareness among the
people joined with rising throwaway incomes
and sustenance from Indian government,
organic food will surely protected an enduring
place in Indian households. Developing
perception of organic food from being a
luxury only for select to a requirement will
drive the national consumption. Also, foreign
demand for Indian organic food will remain
strong and continue to initiative the industry
to infrequent heights. Indian Organic Food
industry currently attached at USD 189
million in 2012 is stated to grow at a CAGR of
~45%, to reach USD 1733 million by 2017.
Organic food is formed by agriculturalists
that highlight the use of renewable resources
and the preservation of soil and water to
sustain or increase environmental quality for

future generations. The managerial principle

of organic farming is the conservation of
supportable ecosystems for animals , people,
crops and soil by concerning the
relationships between plants, soil and
animals (plants feed animals, animals feed
the soil, which feeds plants). Simply
identified, organic products are grown-up
without the use of artificial fertilizers and
pesticides, plant growth regulators
(hormones), and naturally adapted
organisms. Organic agriculture trusts on
natural products and processes to grow
crops, expand soil quality, control pests and
endorse bio-diversity. As far as possible,
organic farmers trust on crop revolution,
green manure, fertilizer, and biological pest
control to sustain soil efficiency and control
pests. A harmonious and geographically
active soil will provide the crop with
necessary nutrients for optimum growth and
yields, with a least possible of pest and
disease problems.

cotton and sugarcane particularly for jaggery

(GOI, 2001). But, there is no organic
production of meat products like livestock,
poultry and fisheries in India as yet. In 2003,
5661 farms in India were certified as organic.
There are three types of organic
manufacturers in India traditional organic
growers who grow for their survival needs,
commercial farmers who have extra and export
their produce through different channels,
and private companies which either have
their own farmhouses or organise large
adaptation programmes with growers (Yussef
and Willer, 2003). Contrasting in the past,
the discussion today is slower whether food
and grocery retail in India would grow but
slightly how fast can it grow and what
challenges need to be overcome. Tata
Strategic Management Group (TSMG)
projects that organized F&G retail in India
could grow to Rs. 1750 Bn (at current prices)
by 2015 representing ~11% of overall F&G
sales.

Major organic products in India include

plantation crops i.e. coffee, tea, and
cardamom, spices i,e. turmeric, ginger, cumin,
chillies and cereals i.e. wheat, jowar, rice, and
bajra, pulses i.e. chick pea, pigeon pea, red
gram, green gram and black gram, oilseeds
i.e. castor, groundnut, mustard and sesame,
fruits i.e. sapota, banana, custard apple and
papaya, and vegetables i.e. brinjal, tomato,
and other green vegetables, besides honey,

Organic foods are those foods made from

agricultural products grown-up without the
use of pesticides or chemical fertilisers,
TechNavios analysts forecast the Organic
Food market in India to grow at a CAGR of
21.34 percent over the period of 2012-2016.
One of the important key factors subsidising
to this market growth is the enlarged number
of health conscious consumers. The market
has also been endorsing an increased focus

*Doctoral Research Scholar, Department of Management, Pondicherry University, Karaikal Campus, Karaikal
**Assistant Professor, Department of Management, Pondicherry University, Karaikal Campus, Karaikal

44

Journal of Marketing & Communication

on organic agri-business. However, the high

cost of organic food could pose a contest to
the growth of this market.
The Indian economy is still quite dependent
on agriculture and it contributes
approximately 14% of the countrys GDP and
nearly 60% of the population is dependent
on agriculture. The development of organic
food that was originated in the developed
areas such as North America and Europe has
extended to developing countries like India
and China. North America and Europe are
the largest consumers of organic foods;
though, the organic food marketplace in Asia
is likely to account for the highest growth
rate over the next five years. The perception
of organic food is gaining extensive
suitability and the market is growing quickly
in countries like India and China. The
development in the organic food market of
India can be attributed to the fundamentally
increasing awareness about naturally grown
products which is free from pesticides. In
India, demand for organic foods is originating
from majority of the Tier I cities such as
Chennai, Mumbai, Bangalore, Delhi,
Gurgaon and Pune. Companies are observing
increase in sales as a result of increasing
demand from metro cities and the entrance
of numerous new companies in the organic
food market offering an online network for
purchase. Organic food typically costs up
to 20% to 30% more than conservative food
items which is one of the major challenges in
Indian market as we can see that majority of
the consumers are fairly price sensitive.
The Indian economy is still fairly dependent
on agriculture and it funds nearly 14% of the
countrys GDP and nearly 60% of the
population is dependent on agriculture. The
development of organic food that was
started in the established areas such as North
America and Europe has extended to
emerging countries like India and China.
North America and Europe are the major
buyers of organic food; however, the organic
food market in Asia is possible to account
for the maximum growth rate over the next
five years. The perception of organic food is
gaining extensive adequacy and the market
is growing quickly in countries like
India and China. The development in the
organic food market of India can be credited
to the fundamentally increasing awareness
September - December 2013 Vol. 9 Issue 2

about organically grown products which is

free from pesticides. However the main aim
of this study is to identify the effect of Brand
Equity on Consumer Buying Behaviour in
term of organic Foods in India.
Literature Review
The area of consumer behaviour is one of
the enormously studied topics by the
researchers and marketers practitioner in the
previous and still being studied. Researchers
show several reasons as to why consumer
behaviour has been the emerging topic of
many academics and researchers. Kotler and
Keller, (2012) Suggested that accepting
consumer behaviour has become a factor
that has a straight impact on the overall
performance of the businesses. Lancaster et
al, (2002).Concluded that understanding
consumer behaviour has become critical
particularly due to violent competition in
retail industry in the UK and worldwide. This
section will present some other areas of
research related to consumer behaviour
lecturing the works of researchers and
marketers. Also, consumer decision making
process, in specific, five stages of consumer
decision making process will be defined in
detail.
Kotler and Keller, (2012) studied that
consumer buying behaviour is studied as a
part of the marketing and its main objective
is to learn the way how the individuals,
groups or organizations select, buy use and
place the goods and the factors such as their
former experience, perception, price and
branding on which the consumers base their
purchasing decisions.
A study of consumer buying behaviour has
been conducted by Acebron et al (2000). The
objective of the study was to analyse the
impact of previous experience on buying
behaviour of fresh foods, particularly
mussels. In their studies they used structural
equation model in order to identify the
relationship between the habits and previous
experience on the consumer buying decision.
Their results showed that individual habits
and earlier experience on of the consumers
have a straight impact on the consumers
purchase decision in the case of purchasing
fresh mussels. They also concluded that the
image of the product has an essential impact

on the purchasing decision of the consumer

and further suggested that the product image
should continuously be enhanced in order
to inspire the consumers towards purchasing.
Variawa (2010) analysed the impact of
packaging on consumer decision making
process for FMCG. The main focus of the
study was to examine the impact of
packaging for decision making processes of
low-income consumers in retail shopping.
Survey is conducted in Star Hyper in the
town of Canterville 250 respondents
participated in present study. The outcomes
of the study presented that low-income
consumers have more favourites towards
best packaging as this can also be re-use it
after the product has been consumed.
Although the results indicate that there is a
weak relationship between the product
packaging and brand experience. However,
it has been confirmed by the findings of the
study that low-income consumers have
better brand experience from the purchase
of premium products when matched to their
understanding from purchasing cheap
brand products.
Lee (2005) supported out study to learn the
five stages of consumer decision making
process in the example of China. The author
emphases on the facts that affect the
consumer decision making process on
purchasing imported health food products,
in specific demographic effects such as
education, income, gender and marital status.
The researcher developed questionnaire
method in order to touch the objectives of
the research. Investigation of five stages of
consumer decision making process showed
that influence of family members on the
consumer decision making process of
purchasing imported health food products
was significant. The author additionally
concluded that the fact that Chinese custom
of taking care of young and old family
members have long been developed and
marriage is considered to be tremendously
important in Chinese custom. This supports
the results of the study that the purchase of
imported health food products made by a
person for the people outside the family is
failed significantly by both male and female
Chinese after they get married.
Number of studies by different researchers
studied Five Stages Model of consumer
45

decision making process. Even though

different researchers offer numerous
tendencies towards the definitions of five
stages, all of them have common opinions
as they define the stages in related ways.
Blackwell et al (2006) offered one of the
common models of consumer decision
making process. According to him, the five
stages of consumer decision making process
are followings: problem/need recognition,
information search, evaluation of
alternatives, purchase decision made and
post-purchase evaluation. Each stage of the
model is defined by a different researchers
changing slightly but leading to a common
opinion about what each stage contains.
Bruner (1993) defined first stage, need
recognition occurs when an individual
identifies the difference between what they
have and what they want/need to have. This
observation is also supported by Neal and
Questel (2006) stating that need recognition
occurs due to several aspects and situations

such as personal, professional and lifestyle

which lead to creation of idea of purchasing.
Next stage, consumer searches information
related to desired product or service
(Schiffman and Kanuk, 2007). Information
search process can be internal and external.
While internal search states to the process
where consumers rely on their personal
experiences and trusts, external search
includes extensive search of information
which includes addressing the media and
advertising or feedbacks from other people
(Rose and Samouel, 2009).
Once the related information about the
product or service is gained the next stage
involves analysing the alternatives. Kotler
and Keller (2005) consider this stage as one
of the important stages as the consumer
considers all the types and alternatives
taking into account the factors such as price,
quality and size.

Backhaus et al (2007) recommended that

purchase decision is one of the significant
stages as this stage refers to happening of
operation. In other ways, when the customer
recognized the need, searched for pertinent
information and considered the alternatives
he/she makes decision whether or not to
make the decision. Purchasing decision can
additional be as defined by Kacen (2002)
planned purchase, partially purchase or
impulse purchase.
Finally, post-purchase decision includes
knowledge of the consumer about their
purchase. Though the significance of this
stage is not emphasised by many authors
Neal et al (2004) concluded that this is
possibly one of the most important stages
in the consumer decision making process as
it directly affects the consumers purchases
of the same product or service from the same
supplier in the future.

Figure 1
Consumer Buying Decision Process Own elaboration based on Pride and Ferrell, (2007) and Hansen, (2005)

Factors Affecting Consumer Buying

Behaviour Literature Review

which affecting Consumer Buying Behaviour

some of the major factors are mentioned in

below table 1:

Different Authors identified various factors

Table 1

46

Researcher

Major factors

Enis (1974)

Personal factors, social factors

Cross and Peterson (1987)

Social factors, physical factors

Dibb and Etal (1991)

Personal factors, social factors, physical factors

Cohen (1991)

Marketing mix, physical factors

Zikmond and Amico (1993)

Social factors, environmental factors, individual factors

McCarthy and Perreault (1993)

Physical factors, social factors

Narayyana and Raol (1993)

Physical factors, social factors, cultural factors

Keegan (1995)

Social factors, cultural factors, economic factors, geographic factors

Setlow (1996)

Personal factors, marketing mix, environmental factors

Stanton (1997)

Social factors, physical factors, attitudinal factors

Lancaster and Reynold (1998)

Physical factors, social factors, cultural factors

Kotler and Armstrong (2007)

Physical factors, social factors, cultural factors, personal factors

Straughan and Roberts (1999)

Demographic factors, lifestyle

Pride and Ferrell (2000)

Social factors, physical factors, attitudinal factors

Journal of Marketing & Communication

Blackwell et al (2001) described Consumer

behaviour as the activities in which people
possess and as well, consume and finally
dispose products and services. The study
of customer behaviour is based on consumer
buying behaviour, through customer playing
three different roles: user, payer and buyer.
Research has shown that consumer
behaviour is hard to forecast, even for
experts in the field (Armstrong & Scott,
1991). Consumer behaviour includes the
psychological processes that consumers go
through in identifying their needs,
discovering ways to solve these needs,
making purchase decisions (e.g., whether to
purchase a product and, if so, which brand
and where), understand info, make
strategies, and implement these strategies.
Consumer behaviour study attempts to
understand the buyer decision-making
procedure, both alone and mutually. It
studies individual consumer features such
as demographics and behavioural variables
in an attempt to understand peoples needs
and wants. Consumer behaviour research
allows for developed understanding and
forecasting concerning not only the subject
of purchases but also purchasing motives
and purchasing frequency (Schiffman and
Kanuk, 2007).

consumer response to the marketing of the

brand (p. 2).
Brand equity can support customer to
understand, process, and supply huge body
of information related to product and brand,
also can affect consumers reliability in
purchasing decision, because the customer
experienced it before and is aware with brand
and its features. The significant thing is the
perceived equity and associated issues
which can increase the customer s
satisfaction after go through the product
(Aaker, 1991).
Kapferers (1992) brand equity Model has
been suggested based on this hypothesis
that brand equity is a unstated agreement
between brand and customers in which a
set of equalities are switched between them
for automatic repetitive buying. Brand
produces satisfaction for manufacturer and
customer by reducing the risk of transaction
According to Kapferer brand identifies
guaranties supply and frames and then
stabilizes it. They owe their value to their
ability for minimizing risk and doubt
(Kapferer, 1992). Aaker (1991) suggested a
model revealed four important dimensions
brand equity that is brand awareness, brand
loyalty, perceived equity, and brand
association other proprietary brand assets.

Brand Equity
Dimensions of Brand Equity
Brand equity has been broadly discussed
in the marketing literature since the late 1980s
Aaker,1991; Yasin et al., 2007, defined the
term brand equity as a set of assets and
liabilities associated with a brand, including
its name and symbol, which could execute
beneficial or detrimental effects on the
values arising from the products or services.
(Srinivasan, Park, and Change, 2005). In his
work defined brand equity as the added
value with which a given brand endows a
product (Farquhar 1990, p.7). Aaker (1991),
identifying the major components of brand
equity as awareness, associations,
perceived quality, and loyalty, defines it as
a set of brand assets and liabilities linked
to a brand, its name and symbol that add to
or subtract from the value provided by a
product or service to a firm and/or to that
firms customers (p.15). Considering brand
equity from a psychology perspective, Keller
(1993) defines brand equity as the
differential effect of brand knowledge on
September - December 2013 Vol. 9 Issue 2

Aaker (1991; 1996) proposed that the

elements which composed brand equity
were brand awareness, perceived quality,
brand association, brand loyalty and other
proprietary brand assets. The five
dimensions are able to produce values for
the brand. Most significantly, brand loyalty
reflects consumer purchase behaviour, and
the dimensions associated with perception
measurement, e.g., brand awareness,
perceived quality, and brand association,
can reinforce consumer brand loyalty via
influence of consumer satisfaction.
Brand Awareness
Brand awareness is the skill of a potential
consumer to identify or remember a brand
involved to certain product category (Aaker,
1991; Aaker, 1996). Brand awareness
encompasses four levels which, from the
basic level to the highest level, respectively

are: brand un-recognition, brand recognition,

brand recall, and the ideal brand in mind
(Aaker, 1991). Brand awareness was defined
by Keller (1998) as combination of brand
recall and recognition performance for
consumers. Aaker (1996) and Keller(1998)
both specified that brand awareness was
devoted to appealing brand association,
transporting consumer familiarity to
consumer favourability, providing the signal
of substance and obligation, as well as
manipulating the consumers thought.
Evaluation of brand awareness can establish
brand extension situation in consumer
groups (Aaker, 1996; Aaker, 1996).
Keller and Aaker (1991) defined Brand
awareness as the ability of the buyer to
identify and recall that brand as an associate
of certain member category. He had also
pointed out different levels of awareness,
viz, Recognition, Recall, top-of-Mind, Brand
Dominance, Brand Knowledge and Brand
Opinion.
In a research work by Keller (1998),
Concluded brand awareness can be
improved through repeat experience to the
brand. In order to achieve brand awareness,
two responsibilities are to be accomplished,
specifically increasing brand name identity
and associating it with the product class.
Advertising and celebrity endorsement
could be beneficial tools for raising brand
awareness.
Brand Loyalty
Brand loyalty is the main element of brand
equity because loyal consumption can be
expected to result in an expected sales and
profit stream (Aaker, 1996) many researchers
are now saying that loyalty is an outcome
of brand equity (e.g. Taylor, et.al., 2004; van
Riel, et al., 2005) It is claimed that brand
equity has a strong impact on customers
loyalty intentions (Vogel, et al., 2008) and
it is likely to influence a customers
willingness to stay, repurchase, and endorse
the brand. Richard Oliver (1977) defines
loyalty as: it is a strong obligation to greater
services or goods repurchase in future to
purchase the same brand in spite of
marketing efforts by potential competitors
and their impacts. As a result, Yoo (2000)
concludes that brand loyalty is the main
component of brands value. In addition,
47

Strategic Marketing and Research

Techniques (2008) identified that there is a
strong positive relationship between
customer loyalty and brand image.
Perceived Quality
Perceived quality is defined as the
customers perception of the overall quality
or superiority of a product or service relative
to alternatives. Perceived quality cannot
necessarily be objectively determined,
because perceived quality itself is a summary
construct (Aaker 1991, 8586). According to
Aaker (1996), one of the main elements of
brand equity is perceived quality and
perceived quality itself is an essential part
of study in evaluating brand equity.
According to Aaker (1991, p. 85-86),
perceived quality can be defined as the
overall perception of customers about
brilliance and quality of products or services
in comparing with the rivalry offering.
Zeithaml (1988) and Erenkol and Duygun
(2010) concluded that quality of product is
different from perceived quality because the
perceived quality is the buyers personal
evaluation of the product. Zeithaml (1988)
emphasises that perceived quality can act
as a key influencing factor in determining
consumers choices. According to Motameni
and Shahrokhi (1998) and Yoo et. al., (2000),
perceived quality is positively related to the
brand equity.

the incentive to try other brands. (Aaker,

1991; Aaker, 1992)
According to Aaker (1991) believes that
brand association and brand equity are
strongly related to each other because brand
association improves the memorable of a
particular brand. Keller (1998), states brand
association can be generated via the
association with attitudes, attributes and
benefits respectively. Brand association also
performances as an information gathering
tool (van Osselaer and Janiszewski, 2001) to
implement brand differentiation and brand
extension (Aaker, 1996). James (2005) also
discusses that highly effective brand
association helps enhancement of brand and
equity. In addition, Yoo et al. (2000) and
Atilgan et al. (2005) have identified that
strong brand association leads to higher
brand loyalty.
Study Goals and Objectives

effect of brand equity on consumer buying

behaviour in term of organic foods in India.
There are few studies related to these
products, and this is the one among few
studies that has attempted to explore the
growing organic foods market in this
country. Therefore the main objective of this
research is to identify the impact of brand
equity on consumer buying behaviour in
term of organic foods in India.
Study Methodology
The aim of the study is to obtain information
regarding the influences of brand equity on
Consumer Buying Behaviour when
consumer purchase organic foods. After
completing the literature review, the authors
of the paper decided to create a research
model (fig. 2.) and implement it to understand
and analyse how Indian consumers made
purchase decisions in the organic food
market. The graphical research model of the
research is stated below:

The purpose of this study is to identify the

Figure 2
Research Framework

Brand Association
Brand association is any perceptual
association linked to the brand. Brand
associations may include, e.g., product
attributes, customer benefits, uses, lifestyles, product classes, competitors and
countries of origins. The association not
only occurs but also has a high level of
strength. The brand position is based upon
associations and how they differ from the
competition. An association can affect the
processing and recall of information, provide
a point of differentiation, provide areas on
to buy, create positive attitudes and feelings
and serve as the basis of extensions. The
associations that a well-established brand
name provides can influence purchase
behaviour and affect user satisfaction. Even
when the associations are not important to
brand choices, they can reassure, reducing
48

Brand Equity
The main method of analysis for this study
was multiple regression analysis and
correlation matrix for testing above
framework (Figure 2). For this Purpose four
hypotheses are formulated after reviewing
the significant literature. The Hypothesis of
present study is presented below:
H1: Consumer Buying Behaviour is affected
by Brand Awareness significantly and
positively.

H2: Consumer Buying Behaviour is affected

by Brand loyalty significantly and positively.
H3: Consumer Buying Behaviour is affected
by Perceived Quality significantly and
positively.
H4: Consumer Buying Behaviour is affected
by Brand Association significantly and
positively
For the purpose of analysing research
hypotheses primary data was collected from
Journal of Marketing & Communication

the specific area Shopian the largest city in

Kashmir. The population for this study was
all consumers who live in different locations
of Shopian (Kashmir). The sample method
which is designed for this study is randomly

sampling method and it consists of 150

consumers who live in Shopian, Kashmir, 150
questionnaires were distributed and
assembled after answering all Survey
questions. After collecting all date

demographic of respondents has been

checked (Table 2). Data was also analysed
by using of multiple regression analysis,
descriptive analysis and correlation matrix
as shown below:

Table2
Demographic Characteristics of Respondents
S. No.

Variable

Gender

Male
Female
Total

Age

Less than 20
21-30
31-40
41-50
More than 50
Total

Educational Level

Up to High school
Diploma
Bachelor
Master or higher
Total

Marital status

Married
Unmarried
Total

Table 2 above shows the result of

demographic used for this study it was
concluded that 60% of Male and 40% of
Female respondents participated in the
present study among them the higher
number (26.67%) of respondents fall in 4150 age group and highest number of
respondent (33.33%) is diploma holders,
similarly 59.33% of respondents was
married and remaining 40.67% was
unmarried.
The higher the mean value means that the
more respondents agree to that the said
variables could have a great impact on brand
equity. When analysing the mean and
Standard deviations of variables, it is
important to take note that a significantly
large Value of standard deviation means that
the data being tested is far away from the
mean Where as a smaller value means that
the tested variable is much closer to the
mean.
September - December 2013 Vol. 9 Issue 2

Frequency

Per cent

90
60

60%
40%

150

100%

25
30
45
40
10

17%
20%
30%
26%
7%

150

100%

45
50
35
20

30%
33.33%
23.33%
13.33%

150

100%

89
61

59%
41%

150

100%

Table 3 shows the mean of CBB, Brand

Awareness, Brand Association, Brand
loyalty were all below the level of 5.0 and
standard deviation of mentioned variables
were below 1.29. It means that the mean result
is accurate. The means of CBB, Brand
Awareness, Brand Association perceived

quality, brand loyalty over 3.6793.However,

the standard Deviation of CBB and
Perceived Quality is 0.99 and 0.97
respectively. It means that even though the
SD of both variables is high, the data being
tested is not close to the mean value.

Table 3
Descriptive Statists
Variables

Mean

Std. Deviation

CBB

4.1397

0.99

BA

3.6793

1.29

BAS

4.1703

1.12

PQ

3.8736

0.97

BL

3.9598

1.08

Table 4 below shows The p- value of Brand

Awareness (BA) shows that significant

impact on CBB because it is less than 0.05

(0.004).

49

Table 4
Regression Coefficients for Dependent Variable: CBB
S. No.

Model

Unstandardized Coefficients
Beta

Std. Error

Standardized
Coefficients

.t-value

Sig

-0.602

0.555

Beta

(Constant)

-0.101

0.178

BA

0.220

0.068

0.180

2.673

0.004

BAS

0.312

0.062

0.188

4.416

0.000

PQ

0.191

0.068

0.198

5.399

0.004

BL

0.355

0.077

0.302

5.506

0.000

Note: Dependent variable: CBB

Furthermore, the value of Beta in

unstandardized coefficient (0.220) indicates
that for every unit increase in BA, CBB will
go up 0.220 units. Besides, P-value of Brand
Association and Brand Loyalty is 0.00 that
shows significant impact of Brand
Association and Brand Loyalty on CBB.
From coefficient table shows, p-value of
Perceived Quality (PQ) is 0.004 (less than
0.05), so we are 95% confident the impact of
PQ on is Consumer Buying Behaviour is
Significant. Moreover, the value of Beta in
unstandardized coefficient (0.191) indicates
that for every unit increase in PQ, CBB will
go up 0.191 units. Furthermore, the p-value
of Brand Association equals 0.00 that is less
than 0.05. Therefore we are 95% confident
the impact of BAS on CBB is significant.
Moreover, the value of Beta in
unstandardized coefficient (0.312) indicates
that for every unit increase in PQ, CBB will
go up 0.312 units.
However, followed by above discussion and
acceptation of all four hypotheses the
highest impact refers to Brand Loyalty. The
regression formula can be written as follow:
CBB= -0.101 + 0.220 (BA) + 0.312 (BAS) +
0.191 (PQ) + 0.355 (BL)
Correlation is executed to check possible
relationship between Consumer Buying
behaviour and Brand Awareness, Brand
association, perceived quality and Brand
Loyalty Table 5 reports that Brand Loyalty
(.882)and perceive quality(.882) have highest
Coefficient factor and was positively
correlated with CBB with significance level
(p < 0.05) this shows the relation among
50

variables are statistically Significant. Brand

Association is found to be positively
correlated at coefficient value .225levelan
significance level is (p < 0.05). Which shows
the Positive relation between Brand
Association and CBB, Likewise brand
awareness is also positively correlated at
coefficient value 0.438level with a

significance level (p < 0.05) also showed the

significant relation between CBB. Finally we
can conclude that the entire four Hypothesis
mentioned above in this paper are true and
significantly correct there is positive
Relationship between Brand equity and
Consumer buying behaviour in organic
foods in India.

Table 5
Pearson Correlation Coefficient Analysis between the variables.
S. No. Test variables

Correlation
Coefficient

Sig.
(2-tailed)

Relationship is
Significant/Not

Brand Awareness & CBB

0.438

0.001

Significant

Brand Association & CBB

0.225

0.015

significant

Perceived Quality& CBB

0.882

0.001

Significant

Brand Loyalty& CBB

0.882

0.001

significant

Correlation is significant at the 0.05 level (2-tailed).

Conclusion
Strong brand equity allows the companies
to retain customers better, service their needs
more effectively, and successfully
implementing and managing an on-going
relationship marketing effort by offering
value to the customer, and listening to their
needs. The main purpose of conducting this
research was to investigate the relationship
between brand equitys components and
consumer buying behaviour in India in term
of organic Foods market. Based on previous
research by well-known researchers, there
are four elements in brand equity, and they
are brand association, brand awareness,
brand loyalty, and perceived quality. After

measuring the impacts of brand equity

elements, the highest influence mentions to
brand Loyalty. Correlational link between
components of brand equity and Consumer
buying behaviour supports the proposed
theoretical framework. However, as in any
study, further research is required to
revaluate and extend our findings. There are
many other dimensions of Brand Equity
components, which can also be incorporated
for future studies. Generally, the findings of
this study should be repeated with different
product categories and brands.

Journal of Marketing & Communication

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