Role of Brand Awareness, Brand Loyalty and Advertisements towards Consumer Buying Behaviour in Insurance Industry
S.Sudha1, P.Shalini2, S.Vennilaashree3
1Dr.S.Sudha, Professor, Research Supervisor, School of Management Studies, Vels Institute of Science, Technology and Advanced Studies, Chennai, India.
2Dr.P.Shalini, Professor, Research Supervisor, School of Management Studies, Vels Institute of Science, Technology and Advanced Studies, Chennai, India.
3Dr.S.Vennilaashree, Professor, Research Supervisor, Department of Commerce, Vels Institute of Science, Technology and Advanced Studies, Chennai, India.
Manuscript received on September 23, 2019. | Revised Manuscript received on October 15, 2019. | Manuscript published on October 30, 2019. | PP: 6847-6849 | Volume-9 Issue-1, October 2019 | Retrieval Number: A2986109119/2019©BEIESP | DOI: 10.35940/ijeat.A2986.109119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: In the era of competition companies do face tough competitions in selling their products and services. The insurance industry too is not an exception to this. It is important that organizations do follow proper marketing strategies to grab the attention of the consumers. This paper has tried to research and reveal the best strategies that would help the insurance organizations to sell their insurance products to the consumers. Independent variables like Brand Awareness, Brand Loyalty and Advertisements. The dependent variable is Consumer Buying Behaviour was chosen for the study Data was collected from 100 insurance buying consumers on convenience basis. The results reveal, that brand awareness alone contribute towards insurance buying behavior but brand loyalty and advertisement contribution towards consumer buying behavior has not proved to be significant. Even though they do not contribute, these two variables are like pepper and salt required for pushing the insurance products.
Keywords: Brand awareness, insurance, consumer buying behavior, brand loyalty, advertisement.