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The Impact of Brand Awareness in the Online Decision Making-Process in India.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	The Impact of Brand Awareness in the Online Decision Making-Process in India./
Author:	Greifo, Jose.
Description:	1 online resource (112 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 83-09, Section: A.
Contained By:	Dissertations Abstracts International83-09A.
Subject:	Purchasing. -
Online resource:	click for full text (PQDT)
ISBN:	9798790654367

The Impact of Brand Awareness in the Online Decision Making-Process in India.
Greifo, Jose.

The Impact of Brand Awareness in the Online Decision Making-Process in India. - 1 online resource (112 pages)

Source: Dissertations Abstracts International, Volume: 83-09, Section: A.

Thesis (Ph.D.)--Northcentral University, 2021.

Includes bibliographical references

The impact of brand awareness in the online decision making-process in India have been cited as one of the notable elements that affects consumers' online buying decisions. The problem examined in this quantitative correlational study was whether the two factors, such as brand awareness and cultural differences in terms of religion, are associated/correlated with the consumer's online buying decision-making process. The purpose of this quantitative correlational study of consumer behavior was to determine whether the two factors, such as brand awareness and cultural differences in terms of religion, had a positive or a negative impact on consumers' online buying decision-making process. This study has adopted a quantitative method to determine whether brand awareness and religious beliefs were associated/correlated with the consumers' decision-making. To address this problem, data was collected from 128 Indian consumers, and analyzed using SPSS software to determine if the purchase decision-making between the age groups of 18-40 and 41-65 are correlated/associated with brand awareness and cultural differences in terms of religion. The survey questionnaire was designed to collect answers that reflect theories on consumers' decision-making, and to answer the two research questions such as: Is there a correlation between brand awareness and consumers' online purchase decision-making between the ages of 18-40 and 41-65, respectively?; and How does the effect of cultural differences in terms of religion correlates with the consumers' online purchase decision-making between the ages of 18-40 and 41-65, respectively? The results of this study determined that brand awareness have high influences on consumers between the ages of 18 and 40, and have less influences on consumers between the ages of 41 and 65. Future research needs to examine the findings of this study to determine why religious beliefs does not have an effect on the buying decision of people between 41 and 65 years of age.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798790654367Subjects--Topical Terms:

572672
Purchasing.
Subjects--Index Terms:

Business strategyIndex Terms--Genre/Form:

554714
Electronic books.

The Impact of Brand Awareness in the Online Decision Making-Process in India.
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