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ROLE OF BRAND EQUITY IN CONSUMER BUYING INTENTIONS TOWARDS PERSONAL HEALTH CARE PRODUCTS
Mr. Dhananjay Fulchand Munde Dr. Latika Ajbani Gaikwad
Abstract:
21st century is also witness like last century that Consumer is the only king of the market. Majority of the product & service sector industries are depending on the consumers buying intentions and their behaviors. Therefore, in majority of the product segments i.e. (Fast Moving Consumer Goods & products, personal health care products, foods and accessory products etc.) have immense need about the study of consumer buying intentions.
Secondly brand equity and its elements also have major role in consumer buying intentions towards the products they purchase and consume regularly. Now a days manufacturing, automobiles, IT, Educations, Sports, Entertainment, Commerce and Business, transportation & Communication, retail industry and many more sectors have been experiencing the major role of the concepts brand, brand equity and elements of their concern consumers buying intentions towards purchasing products