Abstract

Consumer purchase behavior is an arm in the study of consumer behavior. It is the purchase behavior of individuals or households who buys goods and services for personal consumption. It is the selection and consumption of goods and services for the satisfaction of their wants. It is also the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behavior in the marketplace when purchasing a product or service. There are many brands of electronics in the market, most customers love and wants to identify with Samsung products due to its value. Samsung is a big brand for electronics industry. Aaker (2009) outlined the four branches of brand equity which are, brand awareness, brand association, brand loyalty and perceived quality. The aim of this study is to know the effect of brand equity (brand association, brand loyalty, brand awareness, perceived quality) on consumer purchase behavior. Consumers were picked from different showrooms. A total of 200 consumers were studied. A structured questionnaire was used for collecting data for this research work. Both primary and secondary data was used for clarity. Multiple regression was used to test for the effect of the brand equity variables on consumer purchase behavior with the aid of SPSS version 20. The researcher tested for the level of significance and effect of brand equity on purchase behavior on Samsung electronics. The result showed that there is a statistically significant effect of brand equity on consumer purchase behavior of Samsung. Recommendation was also made.