BRAND EQUITY OF AMUL IN SIVAKASI

Brand equity helps to know the value or the strength of the product among the customers in the market. For that, AMUL product has taken by the researcher. By knowing the strength of the product, the company or retailers can take promotional steps to improve the sales in the market. On the southern side of India, AMUL has not a very big reach in semi-urban and in rural areas. Even though, it is available in Supermarket, the people who are living in this area have the choice to prefer the local brands that available in the market. The researcher has made an attempt to find the brand equity of AMUL and it can be measured in terms of Brand loyalty, Brand Image, Brand Association, Brand Awareness and Perceived Brand Equity. Nearly from 100 respondents, the data has been collected. The respondents have been chosen on the basis of the people who came to the Supermarket, Departmental store and have made the choices of AMUL brand. Therefore, the Random convenient sampling method has been adopted for data collection. The collected data have been analyzed with the help of SPSS package and the tools used in this research are Chi-square Test, Weighted Arithmetic Mean, Frequency and Percentage Analysis. KEYWORDS: Brand Equity, Brand Awareness, Brand Image & Quality