Effects of Brand Awareness and Website Quality on UK Consumers perceived Risk and Purchase Intention

The research is about the impact of the brand awareness and the website quality on the consumer purchase intentions in the UK market. There are many consumers who prefer to carry out a market research regarding a particular product before purchasing it from the brand outlet. According to the literature review, the brand awareness created by the companies through social media, distribution of the leaflets as well as the online advertisements has created a huge impact on the mindset of the consumers. The data has been collected from the customers of the UK market and it is recorded in the excel sheet. The SPSS software is used to run a regression using the data and the regression output has depicted that both the brand awareness as well as the website quality has a significant impact on the consumers purchase decisions in the UK market. This implies that both the independent variables are having a high impact on the dependent variable. Thus, the research outcome exactly matches with the fact mentioned in the literature review. The regression data also states that all the independent variables are positively correlated with the consumer’s purchase decision that is the increase in any of these variables would raise the consumer’s purchase intention as well as reduce the risk associated with the choice of the products from the UK market. However, the researcher needs to be careful while collecting the data from the customers in order to avoid any sort of discrepancy in the data source.


Effects of Brand Awareness and Website Quality on UK Consumers perceived Risk and Purchase Intention

Type: Dissertation
Domain: Brand Awareness- Purchase Intension
Words: 10250
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