A Case Study on the Impact of Brand Image on Customer Buying Behaviour with Special Reference to Nilgiris Supermarket in Mangalore

Abstract

Purpose: The study aims to explore how the brand image of Nilgiris Supermarket influences customer perceptions and purchasing decisions. By examining this relationship, the research provides valuable insights into the role of brand image in the retail industry. Research Design: The methodology employed in this case study includes a combination of primary and secondary data collection. Primary data is gathered through surveys and interviews with customers of Nilgiri Supermarket. The findings from these sources contribute to a comprehensive understanding of the impact of brand image on customer buying behaviour. Findings: The research findings highlight the significant influence of brand image on customer perceptions and behaviours. A positive brand image can create a sense of trust, reliability, and quality among customers, leading to increased loyalty and repeat purchases. Moreover, a strong brand image can attract new customers and enhance the store's competitive advantage in the market. The case study specifically analyzes various aspects of Nilgiri Supermarket's brand image, such as its reputation, product quality, pricing strategy, customer service, and store atmosphere. It investigates how International Journal of Scientific Research in Engineering and Management (IJSREM) Volume: 08 Issue: 01 | January - 2024 SJIF Rating: 8.176 ISSN: 2582-3930 © 2024, IJSREM | www.ijsrem.com DOI: 10.55041/IJSREM28211 | Page 2 these elements contribute to customer perceptions and influence their buying decisions. The study also explores the role of advertising, social media presence, and word-of-mouth in shaping the brand image and customer buying behavior. The results of the case study demonstrate the positive impact of Nilgiri Supermarket's brand image on customer buying behaviour. Customers perceive the brand as trustworthy, offering high-quality products at reasonable prices, and providing excellent customer service. These positive perceptions lead to increased customer satisfaction, loyalty, and a willingness to recommend the supermarket to others. In conclusion, this case study sheds light on the importance of brand image in influencing customer buying behaviour towards Nilgiri Supermarket. The findings highlight the significance of maintaining a positive brand image to attract and retain customers in the competitive retail market. The research provides practical insights for Nilgiri Supermarket and other retailers seeking to enhance their brand image and strengthen customer relationships. Keywords: Brand Image, Customer Buying Behaviour, Retail Industry, Customer Perceptions, Competitive Advantage.