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Abstract


  1. This study is a case study on Brand Equity of Herbal Skin Care Products in Tiruchirappalli District. The objectives of the study are to find out the factors influencing brand equity on herbal skin care products and to identify whether there exist a relationship between brand equity on herbal skin care products and personal profile. Pilot study is conducted with a sample of 10 respondents. Later after making certain additions, deletions and modification that final questionnaire are designed and drafter. Cronbach Alpha Value is found out to test the reliability and validity and it ranges between 0.6929 to 0.7263 which shows that the questionnaire is reliable.Likert 5 point scale is used for construction of questionnaire .Data is collected through both primary and secondary sources. Primary data is collected through questionnaire method and secondary data is collected through magazine, journal, website and text book. Sampling size consist of 50 respondents. Convenient sampling method based on the convenience of the respondents is used.SPSS- Version 20 is used to analyze the data tools used are percentage analysis; chi-square test, t-test, and one-way ANOVA are used to test the hypothesis framed for the purposes of the study. The most important factor influencing brand equity of herbal skin care products are value followed by sustainability and the least important factor is quality. Out of 5 hypotheses framed, 3 hypotheses are accepted and 2  hypotheses are rejected. There is no difference between age, monthly income and brand equity of herbal skin care products. But there is a difference between, occupation, type of skin, factors influencing brand equity and Overall brand equity of herbal skin care products.

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How to Cite
Sivapriya, M., DHEVIKA, D. V., & LATASRI, D. (2019). Brand Equity Of Herbal Skin Care Products In Tiruchirappalli District. Restaurant Business, 118(5), 97-110. Retrieved from http://rbjournal.org/index.php/rb/article/view/7654